A marketer's guide to the digital evolution Having worked with BrandHook over the years, it came as no surprise that they would be at the forefront of thinking on marketing and digital transformation - where there’s often more promise than real delivery of results. What they have compiled in this book and via their Podcast series is not only a fascinating insight into what leading CMOs are thinking, but ways, means and strategies of closing this gap between consumers and marketers. This book weaves in global trends, local challenges, best practice examples and thought provoking strategies that can help get the right conversations started in marketing departments, digital teams and even around the boardroom table. It’s a credit to Pip, Paul and the whole BrandHook team for embarking on this adventure and, true to the essence of the book, delivering it omni-channel. I highly recommend it! Holly Kramer, Non-Executive Director - Woolworths, AMP, Australia Post and Nine Entertainment Head Office: Level 4, 409 St Kilda Road Melbourne, 3004 Australia Tel: +61 (03) 9077 7887 Sydney Office: Level 1, 16-28 Foster Street Sydney, Surry Hills, NSW, 2010 Australia Tel: +61 (02) 9280 4880 London Office: 65-67 Leonard Street Shoreditch, London, EC2A 4QS United Kingdom Website: www.brandhook.com Email: [email protected] First published in Melbourne in 2016. All rights reserved. No parts of this publication may be repro- duced, stored in a retrieval system or transmitted, in any form or by any means, without prior permission of the publishers. thank YOU Inspired by Serial and Start Up, two of our favourite podcast series, 2015 saw us embark on our own called ‘Closing the Gap’. Starting as a keynote and a dinner topic, we decided to take it a step further and interview some senior market- ers and thought leaders. This 12 part program brought to life the issues that most marketers are now facing – the gap between how consumers are behaving and what business is delivering. Distributed through the CMO Magazine over 12 weeks, we chatted to business leaders from Australia and the UK. A big thank you to all our Podcasters - Mark Camer- on, Stephen Loftus, Genevieve Elliott, Carolyn Bendall, Madeleine Morgan, Dan Gregory, Kristian Taylor-Wood, Andrew Baxter, John Broome, Sandra Arango, Christophe Ey- mery and Darryn Wallace. Everyone came prepared for a great and honest discus- sion. We explored the strategy outlined and referenced global brands that are doing things differently. We have transcribed those podcasts, added in the theory and scattered loads of examples throughout. Special thanks to the whole BrandHook team, in particu- lar Alex Johnston for his tireless research and overall contribu- tion. In addition, thanks to Nadia Cameron, Associated Publisher & Editor CMO, for the opportunity and ongo- ing support. Thanks to Holly Kramer, for her kind words and being a BrandHook supporter and to Karen Comer, for her editing skills and patience. We hope you enjoy this book and take away a few new strategies that you can apply to your business and brands. PART 1 CONSUMER BEHAVIOUR HAS CHANGED Introduction 2 Chapter 1: 6 Why digital transformation is a matter of business survival with Mark Cameron, CEO at Working 3 Chapter 2: 18 The changes in consumer behaviour with Stephen Loftus, Head of Marketing, Brompton Bikes, UK Chapter 3: 29 How digital is affecting consumer’s shopping behaviour with Genevieve Elliot, Head of Data and Strategy, Vicinity Chapter 4: 44 What a decrease in customer loyalty means for your brand with Carolyn Bendall, Head of Marketing, ANZ PART 2 THE SEVEN WAYS TO CLOSE THE GAP Chapter 5: 58 Chapter 8: 104 The first way to close the gap – The fourth way to close the gap how to build a consumer – building an intuitive brand practice with Madeleine Morgan bond with John Broome, Vice from Rosetta President Marketing ANZ at Unilever Chapter 6: 69 The second way to close the gap Chapter 9: 116 – understanding the customer The fifth way to close the gap – journey with Andrew Baxter, iterative collaboration with CEO at Publicis Sandra Arango, Head of Marketing, Heinz Australia Chapter 7, part 1: 82 The third way to close the gap Chapter 10: 129 – storydoing, not telling, with The sixth way to close the gap Kristian Taylor-Wood, – consumer dislocation with Photographer Christophe Eymery, Head of Digital and Media, L’Oreal ANZ Chapter 7, part 2: 90 The third way to close the gap – Chapter 11: 142 storydoing, not telling, with Dan The final way to close the gap Gregory, CEO, The Impossible – market-a-bling – delivering Institute a true return on investment on marketing with Darryn Wallace, marketing director at the Daily Drinks Company It took 10 years for the internet to become a basic and essential part of our daily lives yet what is really frightening is how quickly we will adopt technology in the future. Technology is now central to everyday life and pipe dream ideas have now become a reality. Our home appliances can talk to each other, order out of stock products and pop on the heat- ing. These kinds of technological advances change the way we feel about brands and the way they deliver their customer experience. The one-sided relationship where brands and mar- keting could effectively tell consumers what to do is gone. While there’s social, political and economic factors driving this change, it’s the technology factors that are most influential. Catch a tram, jump on a train or spend time in people’s homes like we do and it is obvious that we are living in a digital world. Down time is the new up time. We have seen an explosion in consumers becoming multi-channel users as the proliferation of media becomes common- place and the benefit is that we have access to incredible amounts of information. According to a Smart Insights report(1) over 80% of people use their smartphone to access the internet. In fact, in 2014 between July and December, an increase of 4% of consumers (57%) switched from just using a laptop to using laptop, phone and tablet to access the internet. On top of this, approximately 15% only used a phone and tablet to access the internet which highlights the sheer growth of ease of access to the internet. This has been a huge behavioural shift and as marketers, we also know that the digital revolu- tion has completely transformed the way consumers are interacting with brands. There is no doubt that access to information has changed the way people judge value and interact with the brands they buy. Part 1 of this book outlines those changes in consumer behaviour and Part 2 highlights the strategies that marketers can employ to close that gap. (1) Mobile Marketing Statistics, 22nd July 2015 About BrandHook We are a brand insight agency that keeps brands moving in the right direction. As the world shrinks and the consumer Our promise is becomes more empowered, the pace of behavioural change is challenging most to deliver that businesses. Globalisation and an increasingly digital world has reshaped our culture that momentum and means consumer behaviour is hard to grasp. In fact, we believe that in today’s multichannel clear thinking ever-changing world that you and your brand can never sit still. that keeps your BrandHook is a fast growing, independent brand and brand insight agency with offices in Mel- bourne, London and Sydney. We are set up business moving to help our clients keep moving and find the clarity of what is and what is most likely to be. in the right Our suite of Research Frameworks, our Collec- tive Clever & our Provocative Thought Lead- direction . ership helps identify and anticipate where your customers will be today and tomorrow. Using these frameworks we are able to help you take the first step, then another, until you gain the momentum you need that drives brand suc- cess. We find the clarity not as an end point but as the ever-moving way forward. http://www.brandhook.com @BrandHook Closing the Gap · 3 About pip stocks Pip is the joint CEO and founder of BrandHook Australia. She is an award winning keynote speaker, regular indus- try commentator, a seasoned brand strategist and thought leader. Follow Pip on twitter at @PipStocks About Paul Dixon Paul Dixon is the joint CEO and managing partner of BrandHook and has worked in research for almost 20 years, successfully running businesses in the UK, USA and Australia. Champion of online methodologies, a qualita- tive and quantitative researcher and award winning author. You can follow Paul on twitter at @Paul__Dixon About Closing The Gap Podcasts The Closing the Gap Podcast series was developed by the BrandHook team as a result of spending so much time with consumers. We observed and crystalised how consumer behav- iour has changed so much as a result of the digital transformation and how most businesses were finding it hard to keep up. This series was launched through CMO Magazine and BrandHook’s own iTunes account. 4 · Closing the Gap PART 1: CONSUMER BEHAVIOUR HAS CHANGED In the early chapters of this book we talk to marketers about the changes in consumer behaviour and how this has been driven largely by the digital transformation. These changes were outlined in our white paper called Closing the Gap. The key changes are: • Consumers are now in control. • They are researching differently. • Consumer to consumer recommendations are a new key driver of preference. • Consumers are now building our own solutions. • More and more we evaluate across category. • Consumers have redefined the idea of negotiation.