MKTG:5605 Brand Strategy in a Digital World Keeping up with the times

It’s evident that technology has and continues to change the way all generations are communicating. Millennials have created their own visual vocabulary to express their emotions & everyday experiences as evident by Instagram, SnapChat and Periscope. Every day people are looking to have 15 minutes of fame. People are willing to share everything they do. Consumers are more connected than ever (70% use Smartphones; 4.3 average connected devices). Source: Forrester Research, inc.

Digital Brand Strategy and its implications on Marketing What is the impact of Conversations between Consumers in the Digital Space on Brand Management How does Digital impact a Product’s Life ?

+10% Media Brands Get Essential Insights Some of the world’s largest media companies use data and other forms of data / market research for: Audience and editorial research Value-added service for advertisers Product testing Meredith Corporation uses a community to rapidly test magazine covers for sales optimization, develop audience insights and influence editorial content. Despite challenging environment for print publishers, Meredith’s print audience grew by over Fuel Cycle by Passenger, Inc. +10%

Increased ROI on BRAND Spend A large lawn equipment manufacturer sought to increase their return on investment from their research budget. The manufacturer has conducted 12 online focus groups, 26 surveys and 19 discussion boards. Community members use the iOS and Android apps to participate in activities and upload videos of their lawn maintenance practices. The brand vastly improved their ROI on research spend. Fuel Cycle by Passenger, Inc Source:

Increased Likelihood of Retail Success A shoe company created a new insole technology and needed to test the design quickly and efficiently. They shipped shoes to their community members to test and provide feedback, while staying true to their brand. Members wore the shoes for a week and participated in daily surveys and discussion boards. They posted pictures of the shoes and many participated in a focus group at the end of the week. By using the data, the brand was able to introduce a product that was consistent with its brand story. Fuel Cycle by Passenger, Inc

It all starts with data… But, in the end, it’s what you do with the data (the knowledge) to appropriately Activate and Execute your brand & brand strategy

Creating, Fostering and Managing your website to Owned Assets Content What are you showing them? Strategy Mobile Storytelling Real-time affect Creative Connect with audience Tie it back to Brand Brief Rethinking your website ! Creating, Fostering and Managing your website to Owned Assets

Channels depend on Actions you Want: Explore / Inform, Buy, Use Search Facebook Twitter YouTube Instagram The How & The Why Frequency of Use Why do they use it? ! Channels depend on Actions you Want: Explore / Inform, Buy, Use

Activation How do you choose the right channels and execute your strategy Programmatic and Display Search Engine Marketing Social Media Management & Influencer Platforms (FB, Twitter, etc)

Acknowledgements Fuel Cycle by Passenger – Online community solution for marketers, CX, researchers and advertisers www.fuelcycle.com Examples provided, Lawn Equipment, Meredith Corporation and Designer Shoes Forrester Research - Digital Experience Technology and Delivery Priorities, 2016 www.forrester.com