Filippo Agnello - Digital Customer Experience Forum
Transcript
Filippo Agnello - Digital Customer Experience Forum
Filippo Agnello Presidente e A.D. Mattel Italy, Greece and Turkey Milano 8 Ottobre 2014 1 Il ruolo del digitale in Mattel Mattel Confidential Information/May Include Trade Secrets Do Not Distribute ©2014 Mattel, Inc. All Rights Reserved 2 Il ruolo del digitale in Mattel Alcuni dati, parlano da soli… 50% 83% 67% 30 .000.000 Della popolazione italiana Degli utilizzatori della rete usa il web per informarsi su prodotti o servizi Delle mamme italiane Ricerche della parola“giocattolo” in un mese è ON LINE IS ON LINE Il ruolo del digitale in Mattel Il processo decisionale è cambiato! Primo Momento della verità Stimolo Che alimenta lo ZMOT del successivo shopper PRESS RADIO ADV PR EVENTS SOCIAL APP DIGITAL TV VIDEO SEARCH OUT SHELF SHELF POP DISPLAY ACTIVITY IN STORE Secondo Momento della verità L’approccio di Mattel Italy Mattel Confidential Information/May Include Trade Secrets Do Not Distribute ©2014 Mattel, Inc. All Rights Reserved 5 L’approccio di Mattel Italy Come avvicinare e interagire con i resp. acquisto e con i consumatori? Etail Digital Marketing Consumer Increase Consumer Desire Mattel Confidential Information/May Include Trade Secrets Shopper Retail Increase Shopper Increase Sales and Market Understanding and Loyalty Share Do Not Distribute ©2014 Mattel, Inc. All Rights Reserved Digital Marketing Mattel Confidential Information/May Include Trade Secrets Do Not Distribute ©2014 Mattel, Inc. All Rights Reserved 7 Digital Marketing: Paid-Owned-Earned-Media www.fisher-price.com 1. Search (Paid/Earned) 1. Starting point of ZMOT/The point of intercept 2. Immediately connect customers with the right content Aimed at Shopper AA driver driver that that feeds feeds owned and can owned and can stimulate stimulate earned earned media media Mattel Confidential Information/May Include Trade Secrets 2. Branded Site (Owned) 1. The source of correct information 2. Controlled environment 3. Driver of ZMOT Aimed at Shopper and Consumer 3. Social Web (Earned) 1. Global reach and local nuance 2. Considered a credible voice 3. Driver of ZMOT Aimed at ‘FP ‘FP audience ’/ Shopper audience’/ 4. Video (Paid/Earned) 1. Amplify content and contributes to ZMOT 2. Supported by paid media Aimed at Shopper and Consumer Build Build longer longer term term relationships relationships with with existing and potential existing and potential customers customers Two Two way way information information flow flow –– Driven Driven by by owned owned and and paid paid media media Well Well executed executed video video will will drive drive traffic traffic to to earned/owned earned/owned media media and and drive drive ZMOT ZMOT 8 Do Not Distribute ©2014 Mattel, Inc. All Rights Reserved Digital Marketing: La scatola dei giocattoli Piattaforma digitale riferimento per la categoria Comunica a Consumatori e Resp. acquisto riunendo la forza dei brands What’s next? Mattel Confidential Information/May Include Trade Secrets Do Not Distribute ©2014 Mattel, Inc. All Rights Reserved 11 What’s Next: Connecting Digital and Phisical An innovative way to bring to life the magic of Mattel products into customer’s mind through smartphones: -Enriched shopping experience -Proximity marketing by also using push notifications La scatola dei giocattoli will soon provide information about how to receive customized mobile services available in the stores and how to benefit from them. Installing the app on the smartphone is the only thing needed. What’s Next: Connecting Digital and Phisical A possible use: A notification reaches the shopper near the store encourageing him to go into the shop: - An hot product is there! - A customized promotion is available now for and for the next 30’! A tap on the notification will then make the screen show the video of the product and a digital coupon will be there ready to be redeemed... What’s Next: Connecting Digital and Phisical Mattel will use Apple's iBeacon limited range transmitters (up to 30 meters) will drive the next phase of innovation in retail. Tests in a limited number of Hypermarkets and Toy Specialists is starting Engagement, interaction and loyalty are more than ever the keywords of Retail Revolution. Grazie! Mattel Confidential Information/May Include Trade Secrets Do Not Distribute ©2014 Mattel, Inc. All Rights Reserved 16