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fdoszasdcdfdf

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on 8 October 2016

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Transcript of fdoszasdcdfdf

The Digital Evolution
Introduction
APP
FORUM & BLOG
NEW BRAND TOUCHPOINTS
Web site
SOCIAL NETWORK
MY ACCOUNT AREA
Digital Natives - Implication for marketing
"Growing up with Internet, mobile phones,
laptops and other electronic devices,
companies need to compete to get attention of digital natives"
Web is a tool for
Information
Communication
Consumption
Case history
http://www.giffgaff.com
website
App
Forum & Blog
My account area
Social Network
Business landscape is changing
98% of consumers now use online media when researching products or services
Social Medias were born in order to develop relationship between people
In 2012, e-commerce sales topped $1 Trillion; in 1999 was 110 Billion
62% of internet consumers use social media while watching TV
38%
of online shopping takes place outside traditional shopping hours
90%
of consumers believe that online offers best prices
.
93%
of marketers use social media for business
of smartphone users
"play"
mobile commerce
53%

Teenagers spend

31
hours
online every week
Digital Revolution Media concerns
B2B
, too!
Why are companies changing so fast?
Customers have changed
From passive to
ACTIVE
Digital media are not like Television!
From unaware to
INFORMED
Internet gives you a quite infinite
amount of information
From lone to
ASSOCIATED
Communities and fan pages in order to respond to information requests
PROSUMER
Proactive consumers
Consumers are protagonists
of a two-way relationship
with brand
User Generated Contents
Information overload issues
Rating systems in order to evaluate a product or a service
From "one to many" advertising,
to "many to many" communication
support other customers thanks to online community
that
personally improve or design goods and services of the marketplace
participate actively in brand or product online discussions
"For seizing the reins of the global media, for founding and framing the new digital democracy, for working for nothing and beating the pros at their own game, Time's Person of the Year for 2006 is you,"
Since 2006, the magazine claims that those
who deliver contents to the web are
the ones driving the information age.
Digital Innovation
has led to the birth
of new communication channel
"X" Generation
Born: 1966-1976
Digital Natives
Born: 1995-2012
"Y" Generation
Born: 1977-1994
Digital Generation
Technologies: cable TV and video games
"Carosello": is still an
interesting tv-format?
Technologies: e-mail, sms, satellite radio, Internet
Brand loyalty
How do you imagine the marketing approach to
"Y" generation?
Technologies: widespread use
of digital devices

Why companies should target to digital natives, too?
"Greater comfort with and dependence on electronic gadgets will lead to more early adopters and increase demand for such products. Companies will want to
‘catch young consumers"
"Gen Z spends a significant amount of time online. In order to reach them, companies will need to adopt strategies such as:
1)
New marketing and sales channels like interactive online media portals
2)
Engage customers through digital channel

3)
Detailed product information and ability to easily make purchases online"
A marketeer,
should know and challenge new brand touchpoints
A modern company is available 24 hours per day
WWW
Website experience
independently from devices:

It could be an information and sales channel
It's a marketing and communication tool
Why do these brands have a
"My account area"?
Customers can control everything
with just one click
It's an insight channel for brand
App market is driven by Android
Every smartphone has downloaded apps, and your brand must be in!
Customers want to find offline experience in just one click
It's not only a digital natives channel
They are two different and separate communication channel
Forum:
public/private space for open
discussion on the web ("many to
many" communication model)
Blog:
personal space, where the author writes about what he likes ("one to many" communication model)
Passionate customers talk about brands or market segments on forums
The role of online influencers
A stream of relationships between customers and brands through an online media
A rich source of knowledge and insights
in order to understand consumer attitudes
Brand should be social!
Brand touchpoints are reachable by
NEW DIGITAL DEVICES
New digital devices
Smartphones
Smart TV
Tablet
E-reader
Smart Watch
80%
of the
world's
population now has a mobile phone

5 Billion

mobile phones in world
out of which
1.08
billion
are smartphones
PC
128

milion tablets were sold in 2012
78%

sales growth from 2011
A digital marketeer should think
brand-touchpoints
available also on Tablet screen
TABLET
Will they be able to
reinvent a market?
Digital marketing is a further tool in addition to offline strategies
The real challenge lies
in integrating two worlds:
online and offline
desktop, tablet, smartphone
Source: MistMediaGroup
Source: MistMediaGroup
Source Link: http://www.mobimatter.com/comscore-reports-november-2011-u-s-mobile-subscriber-market-share/

http://www.slideshare.net/duckofdoom/google-research-about-mobile-internet-in-2011

http://www.nielsen.com/us/en/newswire/2011/generation-app-62-of-mobile-users-25-34-own-smartphones.html

http://gigaom.com/2011/05/31/android-smartphones-consume-more-data-heres-why/

http://www.marketingcharts.com/direct/apple-ios-users-have-most-apps-use-most-frequently-17301/

http://bgr.com/2011/12/13/global-smartphone-penetration-approaches-10/

http://www.pewinternet.org/Reports/2011/Cell-Phones/Section-2.aspx

http://www.comscoredatamine.com/2011/06/us-smartphone-owners-by-age/

http://www.miteksystems.com/blog/03/28/11/who-uses-a-smartphone

http://www.lithium.com/pdfs/casestudies/Lithium-giffgaff-Case-Study.pdf
Source: www.time.com
Source: http://www.grailresearch.com/pdf/ContenPodsPdf/Consumers_of_Tomorrow_Insights_and_Observations_About_Generation_Z.pdf
Giffgaff is a UK ‘sim card-only’ mobile virtual network operator
They’re run by their members.

Members get rewarded for running parts of the business like

getting new members
answering questions in the community
helping to promote the company.
The business operates 100% online
no retail distribution
no big budget advertising
no call centers


Customers get all the information they need from a growing
user-generated community
So how can a national mobile service provider
manage the business so efficiently?
Thanks to the power of the social customer.
Number of employees: 45
All customer service is done by the online community
Over 130,000 questions in the ‘Help’ forums per year
The community has responded with over 1 million replies
100% of the questions were answered by the community
Average response time for questions is within just three minutes
An amazing 95% of queries were answered within 60 minutes
A dedicated area
for crowdsourced ideas

9,000 ideas over the past few years
over 270 ideas implemented
an additional 100 community-generated ideas are in development.
The Mobile Network run by you
Customers: 500K
A digital approach
Blog:
a section where GiffGaff informs customers
Digital Top-Up:
in just one-click, top-up your line
My-Account area:
manage your line
App:
GiffGaff world available on your smartphone
Full transcript