The Truth About Cross-Device Marketing & Millennials

THE TRUTH ABOUT CROSS-DEVICE MARKETING & MILLENNIALSLisa Joy Rosner, CMO, Neustar

Ajit Sivadasan, VP & GM, Global E-Commerce, Lenovo

Copyright © 2015 Neustar, Inc. All Rights Reserved

THE ENIGMA GENERATION

Copyright © 2015 Neustar, Inc. All Rights Reserved 2

Everyone Wants to Reach Them. How Well Do You Know Millennials?

MILLENNIALS HAVE BUCKS TO BURN


80M Millennials

25% of theU.S. population

In direct buying power

$1.3Trillion

MILLENNIALS HAVE OH SO MANY OPTIONS


Online Stores in 2015

800,000 Online Stores

in 2002

55,000

81%of Millennial moms note

that shopping is the No. 1 way they use their smartphone

DITCH THE STEREOTYPE. THERE ARE 6 SEGMENTS OF MILLENNIALS.


Hip-ennial

Millennial Mom

Anti-Millennial

Gadget Guru

Clean and Green Millennial

Old School Millennial

*Source: ANA, Millennials: Top Trends and Strategies, April 2015

WHAT HAPPENS WHEN MILLENNIALS MARRY?


THE MILLENNIALS DIVIDE


SingleMarried

VS

Source: Neustar ElementOne

SingleMarried

THEIR SHOPPING TASTES CHANGE


Source: Neustar ElementOne

WHAT ARE THEY TRYING TO TELL US?


The e-Tailing Group conducted a 25-question survey of 1,120 online shoppers

‣ Survey participants:– 50% female, 50% male

– Make at least 4 online purchases annually

– Spend at least $250 online annually

– All own smartphones

54%

31%8% 7%

Mobile

Desktop

TV

Prints

MOBILE MATTERS

Millennials say their mobile device is their MOST important shopping research tool


SOCIAL IS A RISING STAR


Millennial fun facts:

33% spend 11+ hours a week using social media on mobile devices

59% say social media advertising prompts them to begin researching a product or retailer

52% say social media advertising influences their decision to purchase a product

ONLINE ADS = REAL LIFE FOOT TRAFFIC

25% of online shoppers report clicking on a retailer’s ad and subsequently visiting their physical store.


M IS FOR MARKETING


Millennials are changing, and we need to change how we talk to them.

AJIT SIVADASAN VP & GM GLOBAL E-COMMERCE, LENOVO

ajitsivadasan

Millennial Marketing |

Addressing the Desire for Self Expression and Inclusion

JUNE 2015

2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.1515

KEY QUESTIONS

Copyright(c) Ajit Sivadasan, 2013

1.

3.

2.

WHAT IS DRIVING CHANGE?

WHAT ARE THE NEW RULES?

HOW DO WE KNOW IT IS BETTER?

3

16 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

“CONSUMERS ARE BEGINNING, IN A VERY REAL SENSE,

TO OWN OUR BRANDS AND PARTICIPATE IN THEIR

CREATION… WE NEED TO BEGIN TO LEARN TO LET GO.”

- A.G. Lafley, CEO, Proctor & Gamble

16


2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

THEY DEMAND THE ABILITY TO INTERACT AND

PARTICIPATE HOWEVER THEY WANT, WHENEVER THEY WANT.

18

KEY QUESTIONS

COPYRIGHT(C) AJIT SIVADASAN, 2013

1.

3.

2.



HOW DO WE KNOW IT IS BETTER?

3


THE ENGAGEMENT PARADIGM SHIFT

Combining traditional, digital, social and event marketing tactics to invite consumers to participate with the brand.

Inviting the Digital Generation to be actively involved through-out the customer journey.



TOOLS OF ‘ENGAGEMENT’?

Original Content | Co-Creation Influencers & Communities | Short Form Video

Real-Time Marketing | Experiential Marketing



STARTS WITH MAPPING THE CONSUMER AND BRAND EXPERIENCE

More than ever, global brands must understand their customer’s passions & behaviors in order to engage them effectively. Provides a basis for customer engagement strategies- helping to inform how we deliver a seamless customer experience moving forward.


22

LENOVO CONSUMER EXPERIENCE TO OWNERSHIP

Inspire the Digital Generation to explore

the Lenovo brand.

Cultivate our influence- activate our brand advocates and become

a credible resource.

Live in our Digital Generation’s passion and interest areas- to

trigger conversion.

Welcome them to the world of Lenovo.

EXCITE EXPLORE CONNECT OWNERSHIP

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LENOVO CONSUMER EXPERIENCE POST OWNERSHIP

Provide amazing content with talk value that’s worth sharing.

Incentivize to co-create and live the brand experience.

Enable the Digital Generation to write the brand story.

OWNERSHIP SHARE PARTICIPATE ADVOCATE


ONGOING NURTURING AND MEANINGFUL CONVERSATIONS

24

Drive ConversionSupport purchase consideration and

make it easy to buy.Reach Audiences Build visibility of touchpoints and

campaign to drive brand awareness and acquire new customers.

Always On EngagementOffer relevant and value added content and services that make the consumer engage

with the brand on a frequent basis.

DIALOGUE & CONVERSION

CAMPAIGN

CAMPAIGN

CAMPAIGN

25

KEY QUESTIONS


1.

3.

2.


WHAT IS CHANGING, WHAT ARE THE NEW RULES?

HOW DO WE KNOW IT IS BETTER ?

3

26 COPYRIGHT(C) AJIT SIVADASAN, 2013

HYPOTHESIS

ALL THINGS EQUAL…..MARKETING THAT IS INCLUSIVE, EMBRACES THE POWER OF DIGITAL, MOBILE & SOCIAL CAN DRIVE BETTER DIFFERENTIATION,HIGHER ACCOUNTABILITY & BETTER EFFICIENCY

27

CAN MARRYING ADVANCED SEGMENTATION DATA WITH CLICK STREAM DATA YIELD MORE PRECISE VALUE PROPOSITIONS?

1.

2.

3.

LENOVO CASE STUDIES

CAN JUST CLICK STREAM DATA ANALYSIS REVEAL BEHAVIORAL TENDENCIES THAT CAN BE ADDRESSED MEANINGFULLY ?

CAN AN ALL DIGITAL, ALL SOCIAL, ALL MOBILE CAMPAIGN BE MORE EFFECTIVE THAN TRADITIONAL FORMAT CAMPAIGN?

Does granularity of information increase engagement?

Does custom content drive better conversion?

ADVANCED SEGMENTATION HIGHER CONVERSION?

Copyright(c) Ajit Sivadasan, 2015

29

© NEUSTAR, INC. / PROPRIETARY AND CONFIDENTIAL

CLICK DATA + ADVANCED SEGMENT DATA = WINNER?


CAMPAIGN RESULTS – 30 DAYS

Experience A:Order Conversion at 1.32%Revenue per Visitor at $11.93

Experience B: Targeted Hero product groups• Order Conversion at 1.86%,

41.34% Lift• Revenue per Visitor at $15.30• 28.26% Lift

31

FINAL THOUGHTS


TRADITIONAL MARKETING PRINCIPLES ARE ALIVE AND WELL, BUT THE IMPLICATIONS OF DIGITAL ENGAGEMENT ON HOW WE MARKET IS PROFOUND

ENGAGEMENT IS A KEY ELEMENT OF THE NEW AGE MARKETING STRATEGY, IT IS END TO END, ONGOING & DEEPLY INCLUSIVE

A CULTURE BUILT ON CONSTANT EXPERIMENTATION & MEASUREMENT IS CRUCIAL FOR OPTIMIZING MEASUREABLE CREATIVITY©

RETAILERS DON’T MAKE THE GRADE


Only 7% of

consumers give retailers an “A” when it comes to delivering relevant marketing.

Grade % Retailers Given This Grade

A: The majority of the retailer marketing I receive is on target/relevant 7%B: Most of the retailer marketing I receive is on target/relevant 24%

C: Half of the retailer marketing I receive is on target/relevant 36%

D: Some of the retailer marketing I receive is on target/relevant 24%

F: Most of the retail marketing I receive is not on target/relevant 9%

THE TRUTH ABOUT CROSS-DEVICE MARKETING & MILLENNIALSLisa Joy Rosner, CMO, Neustar // @lisajoyrosner

Ajit Sivadasan, VP & GM, E-Commerce, Lenovo // @ajitsivadasan

COPYRIGHT © 2015 NEUSTAR, INC. ALL RIGHTS RESERVED