CAS MULTICHANNEL MANAGEMENT

Marion Marxer marxerevolution

April 2016

Auszug aus erstem Modul „Insights“

« THE DIGTAL IMPACT ON EXPECTATIONS & BEHAVIOUR!!DREI GESELLSCHAFTSTRENDS UND IHR EINFLUSS AUFS MARKETING

80%SecondScreening

TOP 3 APPS Gaming 40% Social 40% Entertaint 30%

82% active

1/2 research products and brands, ¼ share branded content

93% are on social media, 80% active

80% members

fastest growing

1/3 as fb messanger

TP Nr. 1: 35% visit brand sites

2/3 pc/mobile gamer

3 TOP ON ENTERTAIN: video 70%, games 50%, film 47%

Nr. 1 20%, 2/3 share Nr. 1 10% ,

82% don‘t share

most trusted: (90%) friends recommendations

75% in online reviews, vs. 45% in TV Ads

« WARUM SIND DAS NICHT DIE EINZIGEN INSIGHTS DIE ZÄHLEN?

WEIL TOUCHPOINTS NICHTS KAUFEN, SONDERN MENSCHEN...

Bedürfnisse

Verwirk-lichung-

Aner-kennungs-

Zugehörigkeits-

Sicherheits-

Grund-

Identitäts-Design

SM Content

Community

Privatsphäre

Zugang

Berufs-Wahl

Mofa auf Dorfplatz

Quartier/Dorf

Gesundheitssystem

Nahrung

gestern heute gleich & doch nicht

« 5 mega trends

YOUNIVERSE CONTEXTED

HUMAN BRANDS

BETTERMENT

REMAPPING

YOUNIVERSE HUMAN BRANDS

BETTERMENT

CONTEXTED REMAPPING

1

5

3

4

2

STATUS SEEKERS

EGO/FUZZY

NOMICS

HELPFUL

JOYNING

BETTER BUSINESS

BRAND-SHIP

LOCAL LOVE

NOWISM

PLAYFUL ROUTINE

UBITECH THE NEW NORMAL

MADE FOR BRIC

RE-THINK MEDIA

entrepreneuria

peer armies

status deniers

brand fanatics

big brand redemption

bitter truth lasting spaces

guilt free consumption

master2c

intimate info instant

encounters

end of waiting

sweat equity

digital brad-crumbing

FSTR

transients

post stereotypes intimate info

status deniers

currencies of change

internet of better things

post demographics

prize pandenam

heritage hersey

BENCH-MARKED

LIFE

CROWD FACTOR

self central instant makers

guilt free status symbols

honest flexibility branded government

video vallets deal filters

1 YOUNIVERSE

« YOUNIVERSE

STATUS SEEKERS

CROWD FACTOR

EGO-NOMICS

60% impact on brands &

crowd

45% c-discovery

of new brands

75% crowd based

decision i‘m the center of the crowd, the world , the universe

ALS ASSOCIATION Do good and make sure others see it: USD 115 million and millions of video selfies

Y O U N I V E R S E

SELF CENTRAL

Apple iPhone 5s: propelling fingerprint recognition technology

SELF CENTRAL

SELF CENTRAL

Nymi Wristband uses heartbeat for automatic identity authentication

Y O U N I V E R S E

INSTANT MAKERS

INSTANT MAKERS

Lip Lab Beauty brand creates customized lipsticks in under ten minutes

Pensar Shoe design concept creates perfect fit with 3D printings

INSTANT MAKERS

INSTANT MAKERS

FabCafe Digital workshop launches 3D self-portrait service

Y O U N I V E R S E

PEER ARMIES

CNA Language School

Language program connects Brazilian students with retired Americans

Airbnb P2P platform connects users with locals for advice and shared meals

Made Etailer showcases furniture products in real homes

2 HUMAN BRANDS

« HUMAN BRANDS.

BETTER BUSINESS

LOCAL LOVE

BRANDSHIP

93% want more

eco/soc responsability

60% want more

local engagement

90% ask for more transparency

what i choose is how the world will be tomorrow

boomerang shopping

guilt-free consumption

BRANDED GOVERNMENT

Coca-Cola Indian and Pakistani citizens connected

H U M A N B R A N D S

GUILT-FREE CONSUMPTION

GUILT-FREE CONSUMPTION

Locals Espresso bar trades coffee for food donations

GUILT-FREE CONSUMPTION

Zady Ethical etailer sells fully traceable products

GUILT-FREE CONSUMPTION

Rub Og Stub Restaurant serves meals made from supermarket’s wasted food

H U M A N B R A N D S

GUILT-FREE STATUS SYMBOLS

GUILT-FREE STATUS SYMBOLS

Tesla Model S World’s best selling luxury electric car, going global in 2014

H U M A N B R A N D S

LASTING SPACES

SHELL Soccer pitch floodlights powered by players' movement

SOUTHWEST AIRLINES

US airline revitalizes public spaces

MEDIBANK Australian health insurer opens kids play space

H U M A N B R A N D S

BIG BRAND REDEMPTION

BRANDED GOVERNMENT

Samsung Solar-powered trucks bring free healthcare to Cape Town

M S L G R O U P, S e p t e m b e r 2 0 1 5

of millennials don’t believe government can

solve today’s issues alone, and 89% want business to get more

involved.

77

P a u l P o l m a n , U n i l e v e r C E O , A u g u s t 2 0 1 4

“Unilever is the largest NGO in the world. We have

helped 303 million improve their health with hand

washing campaigns. Our goal is 1 billion.”

H a v a s , P r o g n o s e 2 0 1 5

of consumers worldwide chose one brand over

another because it was more socially or environmentally

responsible.

67

3 BETTERMENT

HELPFUL life

manage ment

BENCHMARKED LIFE & ego stalking

JOYNING deeper meaning & benefits

« BETTERMENT

45% more

intelligent

70% help re.

life mana-gement

90% value help in reaching

goals more, more, more, better, faster, easier, more successful, more desirable, more attractive,

HELPFUL IBM Billboard ads are also urban utilities

HELPFUL Hellmann’s In-store recipe suggestions via touchscreen tablet

BREAKING BAD

Honda App deactivates smartphone keyboard during driving

BREAKING BAD

Break Your Facebook App temporarily locks users out of Facebook

BREAKING BAD

Kitchen Safe Time-locked container helps overcome temptation

BREAKING BAD

Zouk Singapore Nightclub obstructs drunk drivers via RFID tagging and alcohol detection urinals

H E L P F U L L

CURRENCIES OF CHANGE

CURRENCIES OF CHANGE

airBaltic App rewards frequent fliers who burn the same calories as miles flown

CURRENCIES OF CHANGE

Mango Health App rewards users who take vitamins and medication on time

CURRENCIES OF CHANGE

Biomat Pop-up restaurant gives discounts for bio-waste donations

BETTER BUSINESS

H E L P F U L

END OF WAITING

END OF WAITING

Starbucks pilots in-app 'order ahead' feature

Pizza Hut Panamá

Delivery service cooks pizzas on-the-go

END OF WAITING

ME ATENDE App users schedule calls to brands and avoid wait times

H E L P F U L L

VIDEO VALETS

54% of UK consumers say the most important

customer service factor when contacting a brand

is being able to interact with a real person.

Mitel, October 2013

VIDEO VALETS

Amazon Live 24/7 video customer support

VIDEO VALETS

mBank Live video chat with bank representatives

VIDEO VALETS

Bank of America Live video chat via ATMs

VIDEO VALETS

HealthSpot Kiosks offer video conferencing with health professionals

Subway ticket machine accepts squats as payment Russian Olympic

Commitee

?Konsequenzen

ignite

enable ★ creativity ★ apprecitated public chat ★ process ★ long-term

one story ★ relevance ★ sense

learn ★ understand

interrupt

★ satisfy n noticed ★ volume . . . .

★ private dialogue . short-term ★ task . . ★ one message . . .

fun ★ dominance . . . . .

know ★ research

MY FAVOURITE BRAND!inspires me & helps me to evolve

yesterday today

PARADIGMA WECHSEL

zugang

welt / story

episode

« PARADIGMA WECHSEL SET UP

1. value: don‘t talk, do it! tangable benefits, that are relevant, create value wrapped in a nice story. No simple advertising.

2. content: the new gold! in any form: info, entertainment, tools and services. for oneself and social status lift.

3. context: me, here&now! the world turns around me and this exact moment. so should messages & offers.

« KEY SUCCESS FACTORS

!Umsetzung

tv print cine

ad event game pop up

shop

ad lb/tb servic game

app/tool/serv shop page

ad game con-tent shop page

ad event game group shop page

brand space

purpose: for the heart, the brain, the pocket impact: level of personal engagement dynamic: potential for virality crowd sourcing potential

other

street

social

mobile

online

« TOUCHPOINT EVALUATION

CLASSIC & PUSH MEDIA

communication infrastructure

« MARCOM STRUCTURE

« MARCOM BACKBONE social network as infrastructure for spreading brand ideas & content. a connection once made serves for future activities

mobile as primary channel content directly to the people in the right situation (including store), providing real-time value and become part of daily life

content is the key for success relevance and quality are key success factors, value is the only driver for sharing

closed group

MARCOM ARCHITEKTUR

street

social

mobile

online

ads

signs

pop up events & perfor-mances

branded spaces

gamification lb services

sponsored content

ads

m-page mit shop

website mit shop

m-page

sources:theglobalwebindex.com,trendwatching.com,emarketer.com,media-interface.ch

marion marxer / the new ART of INTELLIGENT marketing & communication

marxerevolution.ch  / marion@marxerevolution.ch  /  +41 79 213 06 53 / hellmutstrasse 6, 8004 zürich