Post on 23-Feb-2017
transcript
2015
Digital Trend Refresh
FOR TODAY >>
Keep refreshing & upgrading our digital building blocks.
Trends and cases that marketers need to be aware of.
We don’t need to execute against all of them, but it’s good to know what competitors may play on and what our consumers are exposed to.
/ Social can now be much harder working for brand and business.From Likes → Engagement → Brand-building, Consideration-driving, Business-driving
/ Innovations & Form factors allow us to address issues we’ve never been able to target.
/ Digital Convergence now extends into the physical realm, opening up a world of innovation.
KEY THEMES
Mobile : The next frontier
Social: Evolving ‘tradigital’
Technology: Physical + Digital Innovation
Mobile : The next frontier
COMMUNICATIONMeet the Messengers
RETAILMobile-enabled shopping
PAYMENTThe future of money
Who’s calling?
Different Messaging Apps Dominate Different Markets
Messenger Apps Play an Important Role In the Connected Consumer’s LifeMessengers are integral to consumer communication throughout the day.
Who’s calling?
Originates from USA
Originates from China
Originates from Korea
Originates from Japan
Originates from USA
600,000,000MONTHLY ACTIVE USERS
320,000,000DAILY ACTIVE USERS
1,000,000DAILY ACTIVE USERS
About WhatsApp Inc. was founded in 2009
in USA Acquired by Facebook in Feb 2014
for USD 19billion
On average, a person…Spends 195mins every weekSends 1,200 messages a monthReceives 2,200 messages a monthUploads 40 photos a month
Daily Messages Sent: 19,000,000,000Daily Messages Received: 34,000,000,000
Daily New Users: 1,000,000
No. of photos shared daily: 700,000,000
No. of voice messages sent daily: 200,000,000
Share of overall selfies shared on social media: 27%
— Strong Presence In: Most messenger markets except Korea, Japan, Thailand — Bought by Facebook in 2013
— Clean interface and minimal features— Focus remains on 1:1 and group chat— Minimal media and emoticons
— Marketing & Ads: Minimal
Originates from China
1,200,000,000REGISTERED ACCOUNTS
440,000,000ACTIVE USERS
100,000,000USE WECHAT OUTSIDE OF CHINA
About WeChat was first released by
Tencent in China on Jan 2011
No. of WeChat public accounts: 5,800,000Daily growth in WeChat public accounts: 8,000
No. of WeChat messages that were processed in a single minute on Lunar New Year’s eve: 10,000,000
Max no. of friends for personal account: 5,000
No. of followers required for a business to advertise: 100,000
% of WeChat apps that are free: 62.12%
First major company to implement e-commerce: McDonalds
No. of advertisers: 10,000
No. of publishers: 1,000
No. of app developers: >100,000
— THE China messenger— Strong Presence In: CHINA, PHILIPPINES, INDONESIA, HK
Most diverse set of features: Rich Media Messaging + Socialization (Finder, Moments / Timeline, Look Around) + mCommerce
Extensive branding opportunities via OFFICIAL ACCOUNTS
— SUBSCRIPTION ACCOUNT1 message / day; Seen in the Official Account folder, along with other branded accounts
— SERVICE ACCOUNT1 message / month; Seen in the same window as a user’s other chats
— BRAND EXPERIENCE IN-APP ‘MICROSITE’
China Southern Airlines has integrated its membership card, check-in services, ticket booking & even a game on the WeChat account.
WeChat: Cases
CHALLENGE
Increase trial and purchase of La Roche-Posay’s products in store.
SOLUTION
La Roche-Posay held a campaign over 6 weeks in 2013 offering samples to new customers. Customers are able to apply for the 50ml samples through a tab in the WeChat application. After which, they were given a QR code to collect the samples offline in stores.
RESULTS
— 80,000 people participated in the campaign over 6 weeks— La Roche-Posay saw a jump of RMB1million in sales
La Roche-Posay: Short-Term Campaign To Complete Offline-2-Online Loop
WeChat: Cases
CHALLENGE
Driving traffic to Uniqlo’s online site.
SOLUTION
Uniqlo converted their WeChat service account into a mobile portal for direct communication of their product offerings. Users who are interested in purchasing items on the WeChat catalogue are guided to the brand’s mobile site to make a purchase.
Uniqlo: Long-Term Strategy For Always-On Product Information
— THE Korean messenger— Strong Presence In: KOREA, PHILIPPINES
KakaoTalk
Originates from Korea
500,000,000DOWNLOADS
145,000,000MONTHLY ACTIVE USERS
93%SOUTH KOREAN SMARTPHONES HAVE KAKAOTALK
About KakaoTalk launched in 2010 in
South Korea It was acquired by Daum in May
2014
Messages delivered daily: 6,500,000,000
Revenue for 2013: $203,000,000
KakaoTalk games: 467KakaoTalk game developer: 217
Languages available: 15Present in 230 countries
Extensive marketing opportunitiesWeChat
OFFICIAL ACCOUNT: KAKAO PLUS FRIEND
— Brands can deploy actively with 1-plus-1 events, promotion, new product introduction, new member event, coupons, launch discount on top of seasonal sales
— Brands can also register at Kakao Story Gifts to sell gift cards and products.
MOBILE COMMERCE
— Users can purchase online goods and then gift them to friends via the app
— The friend will then be able to redeem the gift through the corresponding merchant.
— There are now more than 320 brands that have cooperated with KakaoTalk for this feature, with 7,700 items available for purchase.
DIGITAL STICKERS
— KakaoTalk sells premium emoticons and stickers
— Companies and brands can produce their own special series of emoticons. Revenue is shared between WeChat and the sponsor.
KakaoTalk: Cases
CHALLENGE
Increase awareness and trial of Estee Lauder’s new ‘Envy Shine’ Lipstick
SOLUTION
Estee Lauder invited their fans to sign up for the chance to win a product sample via a Kakaotalk message.
RESULTS
All 20,000 samples were claimed within the 1st day of notice.
Estee Lauder: Promo-based Sampling
— Equity based on visuals and characters— Most differentiated via strong brand-building— Strong Presence In: JAPAN, TAIWAN, THAILAND, INDONESIA
Line
Originates from Japan
560,000,000REGISTERED USERS
22%LINE APP USER GROWTH (Dec ‘13 to May ‘14)
17LANGUAGES SUPPORTED ON LINE
About Line Corporation was launched
in 2011 in Japan
Amount of LINE revenue in 2013: 335,000,000
% of LINE revenue that comes from stickers: 20%Min amount for sponsored stickers: $250,000/monthNo. of stickers sent per day: 1,800,000,000
LINE apps: 63Total number of app downloads: 1,000,000,000
LINE Play Users: 13LINE Game downloads: 300,000,000LINE POP downloads: 40,000,000
Most established messenger brand: built their brand on a strong visual equity that now extends offline.Line
Line’s portfolio of stickers is a major differentiator. These reflect
cultural nuances that have driven adoption:They reflect pop culture, including top Kpop bands, sports figures, movie and television heroes
The app has a permanent set of characters that
feature in its introductory set of stickers and marketing activities. These characters have their own storylines.
Line opened their first retail presence in NY to promote and sell character merchandise.
Extensive Marketing Opportunities Line
OFFICIAL ACCOUNTS— Businesses can send messages to users
who have added their accounts as a friend— Messages have the potential to redirect
large amounts of traffic to the site they advertise
— Users registered as your friend can share a brand’s Timeline posts on their own Timelines
SPONSORED STICKERS— Sponsored stickers come in two types –
standalone free stickers or free stickers tied to an official account
— Users can “friend” a brand within the app to get its stickers
PARTNERSHIP TIE-UPS— Sponsored stickers come in two types –
standalone free stickers or free stickers tied to an official account
— Users can “friend” a brand within the app to get its stickers
S e n d R e c e i v e R e a d A c t
Stickers Tied to Official
Account
Free Stickers
Line: Cases
CHALLENGE
Create awareness of Maybelline’s new Lip Polish Lipstick.
SOLUTION
Maybelline collaborated with LINE, to launch the lipstick through a flash sale on Maybelline’s Line account
RESULTS
500 Maybelline Lip Polish lipsticks sold out within 5 minutes.
Maybelline: Using M-Commerce To Drive Impulse Sales
Messenger App Marketing Best Practice: Uniqlo
Uniqlo successfully uses messenger apps to provide brand, product and promotional information directly to its fans in different markets, and effectively
closes the loop by leading readers to purchase on its online store.
Other notable messengers
Chat
Stickers
Voice Messages
DealsGames
Camera
Line PAYVideo Calling
Group Chat
Timeline
Sponsored Stickers
Official Accounts
Transaltion
Messenger Apps:
Becoming rich, integrated digital ecosystems
Where do you shop?
“ Today, success means
reaching consumers wherever they are, on whatever device they may be using. Increasingly, that means smartphones.
According to Google data, for much of the 2014 holiday season, mobile shopping clicks exceeded those on the desktop as shoppers made their purchase decisions on the go.”
SOURCE: GOOGLE
Enhancing the Retail experience
75% of US consumers use their smartphones while in shopping in-store.
42% of in-store consumers conduct purchase-related research while in-store.
85% of shoppers would most likely to shop in stores that offer personalized coupons and exclusive offers in store.
Enhancing the Retail experience
E-Mart
Case: Enhancing the Retail experience
New Retail Spaces: “Click-and-Mortar”
“World Wide Window Shopping”
Any space can now become a retail space – bus stops, subways, bathrooms, offices, +++
Case: New Retail Spaces
CHALLENGE
Use innovative retail + mobile to increase purchase per visit
SOLUTION
A personalized window shopping experience to advertise multiple brands available in its shopping centers simultaneously. As customers enter, body-scanning technology identifies the customer and generates a selection of recommended products based on real-time inventory.
RESULTS
500 Maybelline Lip Polish lipsticks sold out within 5 minutes.
http://demo.bisystem.com/inspirationcorridor/
Klepierre Malls: Inspiration Corridor
How’s your wallet holding up?
mCOMMERCEPayments in mobile
internet browser
mPAYMENTSContactless /
Mobile App Payments
mWALLETAims to replace physical wallet and loyalty cards
Mobile Payment case: Sephora
“Apple Passbook users are among Sephora’s best customers. They purchase twice as much and twice as frequently as typical customers.”
Sephora has a strong Mobile strategy- Tied to loyalty program; Tracks points- Holds offers and coupons- Contextual browsing options- Can be used as a payment system with Apple Pay
Mobile : The next frontier
COMMUNICATIONMeet the Messengers
RETAILMobile-enabled shopping
PAYMENTThe future of money
- Emerging channels open up new engagement pathways with consumers- Business-driving is built-in – New contexts for driving trial / sale
MAINSTREAMEvolving to drive business
NICHEEmerging among sub-segments
Social: Evolving past ‘tradigital’
Mainstream Social Platforms: Integration of Social Business Tools
Social Business: Facebook
Making social more hardworkingDriving conversion on the feed through CTAs: Book Now / Contact Us / Use App / Play Game / Shop Now / Sign Up / Watch Video
Social Business: Twitter
Integrating purchase option into tweets- A new feature in 2015- After hitting the "Buy" button, customers will get
additional product details and then can enter shipping and payment information, after which the order information is sent to the merchant for delivery.
Social Business: Instagram
Turning Instagram into a shopping channelConsumers can now shop the style of their favourite Instagrammers on Instagram with Liketoknow.it
Social Business: Instagram
Fashion publications like Vogue and The Conveteur are monetizing their Instagram feeds into shoppable
product displays.
Popular fashion influencers (top bloggers: Manrepeller, Songofstyle, Christellelim) are collaborating with brands to promote products on
their Instagram with shoppable links.
SHOPPABLE FEEDS SHOPPABLE LINKS
Social Business: YouTube
YouTube launches Shoppable Video
VIDEO COMMERCEWith its new channel gadget, viewers can now click on products used in brand videos to for more information and to buy from a selection of retailers. However, the functionality only appears on brand channel pages – not when videos are embedded on other sites.
Social Business: YouTube
Unilever launched its beauty channel, All Things Hair, on Youtube, collaborating with popular beauty influencers. Just below the video are shoppable links where consumers can go to purchase products featured in the video.
Younger consumers are adding
niche channelsto their social media repertoire
Snapchat— Key Markets: UK, IRELAND, SWEDEN, CANADA, USA— Emerging in Asia
Users send videos and pictures that self-destruct after a 10 seconds.
100,000,000MONTHLY ACTIVE USERS
400,000,000SNAPCHAT SNAPS A DAY
12%OF SNAPCHATS ARE SHARED WITH MULTIPLE RECEIPIENTS
70%OF SNAPCHAT USERS ARE FEMALE
71%OF SNAPCHATS USERS ARE UNDER 25 YEARS OLD
Tinder: Case
Snapchat: Case
CHALLENGE
To raise awareness about endangered species amongst young consumers.
SOLUTION
Showcase the images of endangered species disappearing in 10 seconds on Snapchat through the #lastselfie campaign.
RESULTS
— 40,000 tweets with the #last selfie hashtag in 1 week— Reached donation target in 3 days.
WWF: Last Selfie
Meerkat— Breakout star of the recent SXSW festival— Allows users to livestream to their Twitter followers
Brands have started experimenting with
the platform >>
@Redbull – Event Broadcast Starbucks – Store Tour
Dating app that matches users according to location. Users can swipe right to ‘like’ or left to ‘pass’. Successful matches can start chatting.
50,000,000ACTIVE USERS
1 BillionSWIPES A DAY
12,000,000 MATCHES A DAY
11AVERAGE TIMES OF LOGIN PER DAY, PER USER
90MINUTES PER DAY SPENT ON APP
Tinder
The future of socialization
…the new and fun way for connecting to share experiences with like-minded cannabis consuming people near you. (Only available in the US where cannabis is legal.)
HIGH THEREBristlr is a new dating app that promises to connect ‘a Dating
Service for Bearded Men and People Who Love Them'.
BRISTLR
MAINSTREAMEvolving to drive business
NICHEEmerging among sub-segments
Social: Evolving past ‘tradigital’
- Get the basics right.- Maximize new business features- Maintain awareness of emerging networks to gauge (a) consumer reception /
(b) brand opportunities
SMART STUFFInternet of Things
SMART HOMEThe cyclons are coming
SMART INNOVATIONProducts & Experience
Technology: Physical + Digital Innovation
By 2020 we’ll live in a world with over 26 billion connected devices.
“connects devices (everyday objects and higher-level equipment), enabling information-gathering and management of devices to increase efficiency, enable new services or achieve other health, safety or environmental benefits.”(GoldmanSachs)
“a whole constellation of inanimate objects with built-in wireless connectivity, so that they can be monitored, controlled and linked over the Internet via mobile.”
(Recode.net)
IoT: Wearables
Digital sensors integrated into clothes, shoes and other wearable items.
IoT Case: Wearables
Zappos ties up with MapMyFitness app Platform tracks shoe mileage to give reminders when to buy a new pair
What’s in your fridge?
IoT: Smart House
IoT Case: SmartThings
IoT Case: SmartThings
Get instant alerts if there’s unexpected motion inside your home
Know if a door or window opens while you’re away
Gain peace of mind knowing that your kids are home from school
Secure safes, jewelry, and other valuables
Never lose your keys inside your house again
Be alerted if Barkley or Whiskers makes a break for it
Be notified if the temperature in your home rises or falls below a certain level
Be notified if someone opens your liquor cabinet
IoT Case: SmartThings
IoT Case: Amazon Dash Buttons
Need- and Context-triggered purchaseIn-home frequency triggers from Amazon, with quick fulfilment
IoT Case: Amazon Dash Buttons
Smart Innovation
Meet Makerbot
Makerbot X Martha Stewart
Target X ShapewaysCustomizable, Exclusive 3D Printed Gifts
for Your Holiday
Makerbot X Hello Kitty
Innovative Brand Experience: Brand Labs
Smart Innovation
LEVI’S EUREKA INNOVATION LAB
Witness the latest denim innovation in Levi’s Innovation Lab in San Francisco.
INNISFREE HOUSE @ JEJU
See, touch and smell the natural ingredients that are used in Innisfree’sproducts in the Innisfree House in South Korea’s Jeju Island.
Technology: Physical + Digital Innovation
SMART STUFFInternet of Things
SMART HOMEThe cyclons are coming
SMART INNOVATIONProducts & Experience
- The world is digital! And technology is slowly being embedded into every individual, business, organization, society.
- New opportunities for marketing innovation.
Consumer Perspective
Plug me into the matrix!
I don’t want my technology to be so smart!
Continuous Marketing Innovation
70COREOptimize existing technology that we already use
Minimal risk
20ADJACENTExisting technology that we don’t currently useMay attract an existing market that we do not serve
10
TRANSFORMATIONALExperimentation with new technology
Higher risk but high learning potential
BEA ATIENZA, 2015