Date post: | 26-Jul-2015 |
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Marketing |
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THE TRUTH ABOUT CROSS-DEVICE MARKETING & MILLENNIALSLisa Joy Rosner, CMO, Neustar
Ajit Sivadasan, VP & GM, Global E-Commerce, Lenovo
Copyright © 2015 Neustar, Inc. All Rights Reserved
THE ENIGMA GENERATION
Copyright © 2015 Neustar, Inc. All Rights Reserved 2
Everyone Wants to Reach Them. How Well Do You Know Millennials?
MILLENNIALS HAVE BUCKS TO BURN
Copyright © 2015 Neustar, Inc. All Rights Reserved 3
80M Millennials
25% of theU.S. population
In direct buying power
$1.3Trillion
MILLENNIALS HAVE OH SO MANY OPTIONS
Copyright © 2015 Neustar, Inc. All Rights Reserved 4
Online Stores in 2015
800,000 Online Stores
in 2002
55,000
81%of Millennial moms note
that shopping is the No. 1 way they use their smartphone
DITCH THE STEREOTYPE. THERE ARE 6 SEGMENTS OF MILLENNIALS.
Copyright © 2015 Neustar, Inc. All Rights Reserved 5
Hip-ennial
Millennial Mom
Anti-Millennial
Gadget Guru
Clean and Green Millennial
Old School Millennial
*Source: ANA, Millennials: Top Trends and Strategies, April 2015
WHAT HAPPENS WHEN MILLENNIALS MARRY?
Copyright © 2015 Neustar, Inc. All Rights Reserved 6
THE MILLENNIALS DIVIDE
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SingleMarried
VS
Source: Neustar ElementOne
SingleMarried
THEIR SHOPPING TASTES CHANGE
Copyright © 2015 Neustar, Inc. All Rights Reserved 8
Source: Neustar ElementOne
WHAT ARE THEY TRYING TO TELL US?
Copyright © 2015 Neustar, Inc. All Rights Reserved 9
The e-Tailing Group conducted a 25-question survey of 1,120 online shoppers
‣ Survey participants:– 50% female, 50% male
– Make at least 4 online purchases annually
– Spend at least $250 online annually
– All own smartphones
54%
31%8% 7%
Mobile
Desktop
TV
Prints
MOBILE MATTERS
Millennials say their mobile device is their MOST important shopping research tool
Copyright © 2015 Neustar, Inc. All Rights Reserved 10
SOCIAL IS A RISING STAR
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Millennial fun facts:
33% spend 11+ hours a week using social media on mobile devices
59% say social media advertising prompts them to begin researching a product or retailer
52% say social media advertising influences their decision to purchase a product
ONLINE ADS = REAL LIFE FOOT TRAFFIC
25% of online shoppers report clicking on a retailer’s ad and subsequently visiting their physical store.
Copyright © 2015 Neustar, Inc. All Rights Reserved 12
M IS FOR MARKETING
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Millennials are changing, and we need to change how we talk to them.
AJIT SIVADASAN VP & GM GLOBAL E-COMMERCE, LENOVO
ajitsivadasan
Millennial Marketing |
Addressing the Desire for Self Expression and Inclusion
JUNE 2015
2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.1515
KEY QUESTIONS
Copyright(c) Ajit Sivadasan, 2013
1.
3.
2.
WHAT IS DRIVING CHANGE?
WHAT ARE THE NEW RULES?
HOW DO WE KNOW IT IS BETTER?
3
16 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
“CONSUMERS ARE BEGINNING, IN A VERY REAL SENSE,
TO OWN OUR BRANDS AND PARTICIPATE IN THEIR
CREATION… WE NEED TO BEGIN TO LEARN TO LET GO.”
- A.G. Lafley, CEO, Proctor & Gamble
16
WHAT IS DRIVING CHANGE?
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
THEY DEMAND THE ABILITY TO INTERACT AND
PARTICIPATE HOWEVER THEY WANT, WHENEVER THEY WANT.
18
KEY QUESTIONS
COPYRIGHT(C) AJIT SIVADASAN, 2013
1.
3.
2.
WHAT IS DRIVING CHANGE?
WHAT ARE THE NEW RULES?
HOW DO WE KNOW IT IS BETTER?
3
19 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
THE ENGAGEMENT PARADIGM SHIFT
Combining traditional, digital, social and event marketing tactics to invite consumers to participate with the brand.
Inviting the Digital Generation to be actively involved through-out the customer journey.
WHAT ARE THE NEW RULES?
20 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
TOOLS OF ‘ENGAGEMENT’?
Original Content | Co-Creation Influencers & Communities | Short Form Video
Real-Time Marketing | Experiential Marketing
WHAT ARE THE NEW RULES?
21 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
STARTS WITH MAPPING THE CONSUMER AND BRAND EXPERIENCE
More than ever, global brands must understand their customer’s passions & behaviors in order to engage them effectively. Provides a basis for customer engagement strategies- helping to inform how we deliver a seamless customer experience moving forward.
WHAT ARE THE NEW RULES?
22
LENOVO CONSUMER EXPERIENCE TO OWNERSHIP
Inspire the Digital Generation to explore
the Lenovo brand.
Cultivate our influence- activate our brand advocates and become
a credible resource.
Live in our Digital Generation’s passion and interest areas- to
trigger conversion.
Welcome them to the world of Lenovo.
EXCITE EXPLORE CONNECT OWNERSHIP
23
LENOVO CONSUMER EXPERIENCE POST OWNERSHIP
Provide amazing content with talk value that’s worth sharing.
Incentivize to co-create and live the brand experience.
Enable the Digital Generation to write the brand story.
OWNERSHIP SHARE PARTICIPATE ADVOCATE
24 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
ONGOING NURTURING AND MEANINGFUL CONVERSATIONS
24
Drive ConversionSupport purchase consideration and
make it easy to buy.Reach Audiences Build visibility of touchpoints and
campaign to drive brand awareness and acquire new customers.
Always On EngagementOffer relevant and value added content and services that make the consumer engage
with the brand on a frequent basis.
DIALOGUE & CONVERSION
CAMPAIGN
CAMPAIGN
CAMPAIGN
25
KEY QUESTIONS
COPYRIGHT(C) AJIT SIVADASAN, 2013
1.
3.
2.
WHAT IS DRIVING CHANGE?
WHAT IS CHANGING, WHAT ARE THE NEW RULES?
HOW DO WE KNOW IT IS BETTER ?
3
26 COPYRIGHT(C) AJIT SIVADASAN, 2013
HYPOTHESIS
ALL THINGS EQUAL…..MARKETING THAT IS INCLUSIVE, EMBRACES THE POWER OF DIGITAL, MOBILE & SOCIAL CAN DRIVE BETTER DIFFERENTIATION,HIGHER ACCOUNTABILITY & BETTER EFFICIENCY
27
CAN MARRYING ADVANCED SEGMENTATION DATA WITH CLICK STREAM DATA YIELD MORE PRECISE VALUE PROPOSITIONS?
1.
2.
3.
LENOVO CASE STUDIES
CAN JUST CLICK STREAM DATA ANALYSIS REVEAL BEHAVIORAL TENDENCIES THAT CAN BE ADDRESSED MEANINGFULLY ?
CAN AN ALL DIGITAL, ALL SOCIAL, ALL MOBILE CAMPAIGN BE MORE EFFECTIVE THAN TRADITIONAL FORMAT CAMPAIGN?
Does granularity of information increase engagement?
Does custom content drive better conversion?
ADVANCED SEGMENTATION HIGHER CONVERSION?
Copyright(c) Ajit Sivadasan, 2015
29
© NEUSTAR, INC. / PROPRIETARY AND CONFIDENTIAL
CLICK DATA + ADVANCED SEGMENT DATA = WINNER?
COPYRIGHT(C) AJIT SIVADASAN, 2015
CAMPAIGN RESULTS – 30 DAYS
Experience A:Order Conversion at 1.32%Revenue per Visitor at $11.93
Experience B: Targeted Hero product groups• Order Conversion at 1.86%,
41.34% Lift• Revenue per Visitor at $15.30• 28.26% Lift
31
FINAL THOUGHTS
COPYRIGHT(C) AJIT SIVADASAN, 2013
TRADITIONAL MARKETING PRINCIPLES ARE ALIVE AND WELL, BUT THE IMPLICATIONS OF DIGITAL ENGAGEMENT ON HOW WE MARKET IS PROFOUND
ENGAGEMENT IS A KEY ELEMENT OF THE NEW AGE MARKETING STRATEGY, IT IS END TO END, ONGOING & DEEPLY INCLUSIVE
A CULTURE BUILT ON CONSTANT EXPERIMENTATION & MEASUREMENT IS CRUCIAL FOR OPTIMIZING MEASUREABLE CREATIVITY©
RETAILERS DON’T MAKE THE GRADE
Copyright © 2015 Neustar, Inc. All Rights Reserved 32
Only 7% of
consumers give retailers an “A” when it comes to delivering relevant marketing.
Grade % Retailers Given This Grade
A: The majority of the retailer marketing I receive is on target/relevant 7%B: Most of the retailer marketing I receive is on target/relevant 24%
C: Half of the retailer marketing I receive is on target/relevant 36%
D: Some of the retailer marketing I receive is on target/relevant 24%
F: Most of the retail marketing I receive is not on target/relevant 9%
THE TRUTH ABOUT CROSS-DEVICE MARKETING & MILLENNIALSLisa Joy Rosner, CMO, Neustar // @lisajoyrosner
Ajit Sivadasan, VP & GM, E-Commerce, Lenovo // @ajitsivadasan
COPYRIGHT © 2015 NEUSTAR, INC. ALL RIGHTS RESERVED