THE INTELLIGENT LEADERS SUMMIT OXYGENATING THE FUTURE THROUGH - - PowerPoint PPT Presentation

THE INTELLIGENT LEADERS SUMMIT

OXYGENATING THE FUTURE THROUGH DIGITAL STRATEGY

26 May 2016

Michalis Vlastarakis

General Manager Group Marketing, Corporate Communications & Client Relations

Marketing & Corporate Communication in the Digital Era

Sophistication and penetration of the Internet, mobile & big data create a new landscape for marketing

almost everyone uses the internet & social media which have now become central to most marketing & corporate communication campaigns mobile technologies greatly enrich our lives through the way we learn, choose and make decisions more (and better) data is available for understanding our audiences and for personalizing

• ur ‘messages’ to them

THE DIGITAL ERA IS HERE…

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THE DIGITAL ERA IS HERE…

THE DIGITAL ERA IS HERE…

Whenever there has been a dilemma

• f which and how many TVCs

should be aired, the decision was taken based on preferences Now all TVCs can be produced and AIRED to YouTube with a minimum test media budget, based on actual performance of the ads

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people expect more informal communication and friendlier tone of voice they also engage better through personalization and their own participation there is a clear shift from ‘consuming’ arguments to ‘digesting’ emotions marketers no longer ‘sell’ brands – they are usually asked to tell ‘stories’!

Today’s ‘audiences’ are exposed to a variety of new marketing & communication experiences, which have changed the way they perceive corporate messages and how they react to them

…OUR CUSTOMERS LIVE WITHIN IT!

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there are no purely digital/traditional campaigns - every campaign is a mix of both a big portion of a marketing ‘budget’ is now allocated to producing specialised internet & social media content, engaging audiences with digital-physical events and SEO customer segmentation & targeting is no longer based on demographics but user ‘behaviour’ in the digital world

Successful campaigns capitalise on specialised content for digital media, audiences participation & ‘behavioural’ segmentation

“X-RATING” MODERN CAMPAIGNS

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“X-RATING” MODERN CAMPAIGNS

From the end of ‘target groups’ … … to personas and ‘micro targeting’

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‘digital’ closes the loop from ATL to customer care, leading to improved customer experience, satisfaction and retention analysis of ‘digital behaviour’ generates great feedback for product & services (re-)design what we call the ‘omni-channel’ experience is becoming central to an increasing number of

• rganisations

we actually DO understand our audience better and start to care more for them and the society!

OXYGENATING THE FUTURE THROUGH DIGITAL

The introduction of digital channels and communication through them is often a transformation tool and eventually puts focus on customers and the society 7

OXYGENATING THE FUTURE THROUGH DIGITAL

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OXYGENATING THE FUTURE THROUGH DIGITAL TVC YouTube Campaign

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OXYGENATING THE FUTURE THROUGH DIGITAL

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Participate in the CSR initiative Live the in-store experience

OXYGENATING THE FUTURE THROUGH DIGITAL

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Download the mobile app Access creative resources for kids

OXYGENATING THE FUTURE THROUGH DIGITAL

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Purchase the soundtrack Purchase products