THE INTELLIGENT LEADERS SUMMIT OXYGENATING THE FUTURE THROUGH DIGITAL STRATEGY Marketing & Corporate Communication in the Digital Era Michalis Vlastarakis General Manager Group Marketing, Corporate Communications & Client Relations 26 May 2016
THE DIGITAL ERA IS HERE… Sophistication and penetration of the Internet, mobile & big data create a new landscape for marketing almost everyone uses the mobile technologies greatly more (and better) data is internet & social media which enrich our lives through the way available for understanding our have now become central to we learn, choose and make audiences and for personalizing our ‘messages’ to them most marketing & corporate decisions communication campaigns 2
THE DIGITAL ERA IS HERE… THE DIGITAL ERA IS HERE… Whenever there has been a dilemma of 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 3
…OUR CUSTOMERS LIVE WITHIN IT! 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 people expect more they also engage there is a clear shift marketers no longer from ‘consuming’ ‘sell’ brands – they are informal better through communication and personalization and arguments to usually asked to tell ‘digesting’ emotions ‘stories’ ! friendlier tone of their own voice participation 4
“ X-RATING ” MODERN CAMPAIGNS Successful campaigns capitalise on specialised content for digital media, audiences participation & ‘ behavioural ’ segmentation there are no purely a big portion of a marketing customer segmentation & ‘budget’ is now allocated to digital/traditional campaigns - targeting is no longer based on demographics but user ‘ behaviour ’ every campaign is a mix of both producing specialised internet & social media content, engaging in the digital world audiences with digital-physical events and SEO 5
“ X-RATING ” MODERN CAMPAIGNS From the end of ‘target groups’ … … to personas and ‘micro targeting’ 6
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 ‘digital’ closes the loop analysis of ‘digital what we call the we actually DO behaviour ’ generates ‘ omni-channel ’ from ATL to customer understand our care, leading to great feedback for experience is audience better and improved customer product & services becoming central to an start to care more for experience , (re-)design increasing number of them and the society! satisfaction and organisations retention 7
OXYGENATING THE FUTURE THROUGH DIGITAL 8
OXYGENATING THE FUTURE THROUGH DIGITAL YouTube TVC Campaign 9
OXYGENATING THE FUTURE THROUGH DIGITAL Live the in-store Participate in the experience CSR initiative 10
OXYGENATING THE FUTURE THROUGH DIGITAL Access Download creative the mobile app resources for kids 11
OXYGENATING THE FUTURE THROUGH DIGITAL Purchase Purchase the soundtrack products 12
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