CONTENT FOR A DIGITAL WORLD

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CONTENT FOR A DIGITAL WORLD

• COLLECTED THOUGHTS

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INTRODUCTION

• DIGITAL IS EVERYTHING AND NOTHING
• THE CENTRALITY OF CONTENT
• THE DIGITAL CONTENT SURPLUS
• THE QUALITY DEFICIT

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CONTENTS

• PUSH CONTENT
• PULL CONTENT
• CONTENT IP
• CONTENT PLATFORMS

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1. PUSH CONTENT MENTOS
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2. PULL CONTENT VIGASOL
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3. NEW CONTENT AXE
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4. CONTENT IP AUDI
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AUDI TT
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ADVERTISING VS. OWNERSHIP AUDI
Source Hall Partners, July 2003
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AUDI CHANNEL ANSWERED THESE CHALLENGES
Deliver info
Drive prestige
Maintain interest
Drive innovation
Enhanced Brochure comms
BRANDING
CONVERSION
Talk to future buyers
AUDI CHANNEL CONTENT
Enable enquiries
Enhance training
Drive deeper involvement
LOYALTY
Drive motivation
INTERNAL
Enhanced servicing
Cascading best practise
Enable Corp comms
Improved Usability
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AUDI CHANNEL CHALLENGES
Deliver info
Drive prestige
Maintain interest
Drive innovation
Enhanced Brochure comms
BRANDING
CONVERSION
Talk to future buyers
AUDI CHANNEL CONTENT
Enable enquiries
Enhance training
Drive deeper involvement
INTERNAL
LOYALTY
Drive motivation
Enhanced servicing
Cascading best practise
Enable Corp comms
Improved Usability
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AUDI CHANNEL
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WHERE THE CONTENT GOES
iTV
SKY
CENTRES
JOOST
DM
BLINKX
.CO.UK
YOUTUBE
MAGAZINE
ONE DELIVERY SYSTEM MULTIPLE BROADCASTS
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ESTABLISHING CHANNEL WITHIN CUSTOMER JOURNEY
DRIVE INTEREST
CREATE DESIRE
RETENTION
LOYALTY
CONVERT
SHORTLIST
BRAND IMAGE
RETENTION
ADVOCACY
SALES
PROSPECTS
NEW CAR BUYERS
PROSPECTS WHO OWN
OWNERS
HOT PROSPECTS
ADVERTISING
DM
DM
AUDI MAGAZINE
AFTER SALES
CUSTOMER SERVICE
ONLINE ACTIVITY
audi.co.uk
audi.co.uk
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OVERALL EFFECTIVENESS
Viewing habits during buying process
Source Swift Research Jan 2008
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SUMMARY

• IDEA IS CENTRAL
• CREATIVE CONTENT WILL STANDOUT
• DIGITAL OFFERS OPPORTUNITIES FOR FURTHER DEPTH
• ALL THE RULES CAN BE RE-WRITTEN
• WE NEED TO WORK TOGETHER

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Acesse www.ig.com.br/digitalday