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Media Pack #Fashion buyer: analizzare il consumatore nel dettaglio per campagne ingaggianti e inclusive Contatti: Gabriella Bergaglio Marketing director Italy, KANTAR TNS @:
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Connected Life is the definitive guide to how connectivity is reshaping consumers, connections, content and commerce. Static slide – no automation required
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Connected Life breaks down the complexity of integrated planning into the four Cs
Consumers Connections Content Commerce How connected is my target? How do I reach them? What content needs and platforms should I target? How do I activate against connected commerce opportunities? Static slide – no automation required
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Unpacking key business questions in the connected world
Consumers Connections Content Commerce How connected is my target? How do I reach them? What content needs and platforms should I target? How do I activate against connected commerce opportunities? How do I best leverage digital channels to strengthen the relationship with my customers? What devices do they own, and how does this impact the media landscape? How are they impacted by major trends? How diverse are their connected behaviours? How should I segment and target them? How far has media migrated online? What is the activity footprint of different connected groups? What combination of channels should I deploy to reach them? How do they interact with online video? What are the most popular social networks? What barriers exist to paid forms of advertising? What’s the size of the opportunity to engage through content? Which platforms are best suited to meeting different needs? How would people ideally like to interact with brands across key phases? How far has connectivity changed the consumer journey? What’s the profile of connected vs. disconnected shoppers? What’s the level of YoY growth in eCommerce? What are the drivers of eCommerce disruption? What is the level of opportunity for eCommerce in my category? Static slide – no automation required
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Connected Life segmentation allows us to categorise a diverse target concisely
Observers Spend a lot of time online, but are less open to engaging with brands in a social space. Super Leaders Within the leader segment – the most active and most social group of all. Likely to be the earliest of adopters, the influencers and the trend setters. High Leaders The most digitally, and socially active of all the segments. They may be online as much as the Observers, but they are highly social, creating and sharing content, and engaging with brands. Digital influence Functionals Spend the least time online – either through choice, or lack of access. Will often use online where there is a tangible advantage, but are the slowest to adopt new trends. The least social of all the groups. Connectors Spend a limited time online, but when they are, they are heavily social. Low Static slide – no automation required Low High Social engagement Source: Base:
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How can I more effectively activate my target
How can I more effectively activate my target? Using a digital segmentation model Italy Fashion Buyer anni High Low Digital influence Social engagement High Low Digital influence Social engagement Functionals Observers Connectors Leaders S. Leaders Source: Connected Life segmentation Base: Italy (1,054) | FB anni (88)
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And how does social integrate with other touchpoints?
% wanting to use sources for interaction Fashion Buyers – Tot Italy Brand building Brand activation Customer service Brand advocacy Social Traditional digital Offline Top 3 preferred touchpoints 1 Facebook 2 Brand website 3 Video from other users on YouTube 1 Brand website 2 Facebook 3 Blogs, forums or review sites 1 to brand 2 Staff in store 3 Facebook 1 Ask friends/family 2 Blogs, forums or review sites 3 Facebook Source: (E3New) Access entertainment or content from or about a brand Z | (E4New) Find out information about a brand | (E5) Ask a brand a question | (E6) Express an opinion about a brand Base: Fashion Buyers (543)
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