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

2. 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.

3. 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 ?

4. +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%

5. 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:

6. 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

7. 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

8. 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

9. 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

10. 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)

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