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Presentation of my thesis as final assignment to complete 3 years Bachelor education Marketing. This is only the first part as the implementation is confidential. On a side note: PPT messed up my fonts, sorry for that!
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impact of interactive platforms for beverage brands to bond with evolving consumers anno 2009-2014
nicolas moerman
why this title?
2009-2014
consumers
bond
brands
interactive platforms
let’s start with brands
brandimages are shaped in the minds of consumers...
...based on experiences they had with the brands
if brands succeed in over-delivering the experience...
...regular consumers can become brand advocates
why does this matter?
consumers turn to eachother when in need of information
isn’t that the role of advertising?
haven’t you heard?
consumers don’t care anymore about advertising
consumers don’t trust advertising anymore
why?
why?
changing consumers
changing consumers
changing media
why?
internet kicks TV ass in 2010 thanks to...
...generation Y
...and generation Z will take it even further
internet is NOT an advertising medium
internet changed the media rules
the advertiser-medium-consumer contract is gone
internet as an advertising medium fails
like i said, nobody cares about advertising
so advertising isn’t the future
the social web is the future
the future of the social web
okay, that’s all nice
but how does it help to build brands?
on/off line social networks generate buzz...
...but only if it’s worth talking about
how does this all work?
1.Listen to your consumers needs by tapping into their user generated conversations
2.React, by providing a branded utility that is useful for you consumers
3.Target the real brand fans, let them use word-of-mouth to diffuse the utility (earned media)
4.Target influencers within the desired communities by using partnerships (paid media)
5.Over-deliver on the digital experience and lets users participate to keep the engagement alive and fresh
6.Keep in mind the technological advances, such as mobile internet an use mobility as a strategic advantage to interact with brand touch points in the offline world
7.Bring loyal fans & influencers together off-line to enhance the brand experience
8.Their brand advocacy will result in growththese are the rules...
... and this is the model
let’s put theory into practice...
sorry can’t tell you...(confidential)