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DIGITAL MARKETING ANDECOMMERCEMaximising returns and building competitive advantageKEITH WEED
Radical change in path to purchase redesigning ouropportunities to influence for purchaseBEFORENOWvisit ecommercesiteSource: The Futures Company & Kantar Retail: The Future Shopper Study
Winning and maximising returns from investments indigital and technologyMaking our investmentswork harder- Advertising production costs as %of media 30%Increasing investment indigitalDigital Media Investment % of Media45%22%2011Programmatic competitiveadvantage201220132014Digital video innovation- more efficient reach105m35%Mobile/Social/DataAccelerating direct connectionsHypertargeting at scale. Firsttrading desk transacting on100% viewabilityGreater return on digitalinvestmentsData records held176m107M248m 172%INCREASE VS Dec 14 40%
Unilever’s focus for marketing in a connected world Shaping the digital industry landscape for competitive advantage Highly skilled in digital marketing and ecommerce to win today andtomorrow Data driven customisation Mobile first: personalisation at scale Building world class capabilities Monetising the route to market
1. Shaping the digital industry for competitive advantageLeveraging scale and pioneering on CPG platforms e.g. FacebookFIRST: PREMIUMVIDEO ADVERTIRSERFIRST: IMPLEMENTDATALOGIXFIRST: IMPLEMENT MULTIMARKET CAMPAIGN WITHLASER TARGETINGFIRST: IMPLEMENTGLO-CAL CONTENTFIRST: CAMPAIGNIN INSTAGTRAMFIRST: LAUNCHSIMULTANEOUSLY ADVERTISINGIN FB MOBILE & DESKTOP
1. Shaping the digital industry for competitive advantage Leveraging scale to drive innovation on the next platforms
1. Shaping the digital industry for competitive advantage Pioneering with start-ups: more effective and efficient ways ofmarketing NewAer: Embedding iBeacon technology Digital Genius: Leveraging artificial intelligence 80 pilots, 38 start-ups scaled
1. Shaping the digital industry for competitive advantage Shaping industry standards on viewability, verification & value tomaximise ROMIFacebookSource: Financial TimesGoogleSource: Financial TimesTwitterSource: Wall Street Journal
1. Shaping the digital industry for competitive advantage Shaping industry standards on viewability, verification & value tomaximise ROMIFacebook‘Keith Weed, chief marketing officerat Unilever, the consumer goods groupwhose brands include Dove shampoo andHellmann’s mayonnaise, said Facebook’smove to give advertisers greatertransparency was “very encouraging”.’Source: Financial TimesGoogle“We want to get what we pay for,” saidKeith Weed, chief marketing officer ofUnilever, one of the world’s topadvertisers.Twitter‘Unilever, the consumer goods group andsecond-largest advertiser in the world, hasbeen particularly vocal about the need formuch greater transparency in the market foronline advertising.’Source: Financial TimesSource: Wall Street Journal
2. Data driven customisation Hypertargeting and more efficiently buying media through the ULTRAautomated trading desk Lowest level of ad fraud05. The selected ‘bid’ results in an ad beingserved on the webpage4. The seller accepts or rejects ‘bid’1. A person visits a webpage2599(ms)75502. As page is loading, seller lets buyer knowthere is an available impression3. Buyer evaluates if person is someone wewant to serve ad to. If ‘yes’, buyer submits‘bid’ to seller
2. Data driven customisation Using consumer search queries to predict trends Match consumer needs with content and purchase opportunity
3. Mobile first: personalisation at scale Unlocking the power of location, weather and interest data to identifyaudiences through micro targetingFROM:TO: Location and weather targeting
4. Building world class capabilities People Data Centres (PDC) providing real time insights to peoplerelated questions through the combination of live data sources Active in 5 key markets 4m saved in 6months 220,000 conversations listened to per dayFaster, Better, Cheaper 10 core languages Consumer Engagement Centres: 10m engaged per year(5.4m conversations) People Relationship Marketing (107m records)
4. Building world class capabilities Investment in digital companies, insourcing leading edge expertise,knowledge and insight to help us learn fast, then scale. Mobile database marketing visual commerce and marketingin emerging markets Music licensing for eCommerce retailmeasurementContent management acrossplatformsadvertising User generated content for Fast, low cost on-line research
5. From ‘like‘ to ‘buy‘: Monetising the route to market Partnerships to drive scale Focused execution forcompetitive experience Building infrastructure forgreater purchasing influence
5. From ‘like‘ to ‘buy‘: Monetising the route to marketOrder deliveredto shopper’s homeShopper logs ontoHamara ShopConnecting ourshoppers with theirtrusted neighbourhoodtraditional trade grocerfor home delivery ofFMCG shopping needs,via the internetRetailer receivesonline orderShops for her basket withher trusted local retailer
Summary: Shaping the digital industry landscape for competitive advantage Highly skilled in digital marketing and ecommerce to win today andtomorrow Data driven customisation Mobile first: personalisation at scale Building world class capabilities Monetising the route to market
First trading desk transacting on 100% viewability Shaping the digital industry landscape for competitive advantage Highly skilled in digital marketing and ecommerce to win today and tomorrow Data driven customisation Mobile first: pe
