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  • Understanding The Digital Consumer: Pepsico Confidential

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    Onur Mutluay
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    This document discusses understanding digital consumers and developing an effective digital strategy. It provides examples of how brands like Dove, Ikea, and Omo gained consumer insights that informed their strategies. The key aspects of a digital strategy covered are defining what strategy is, outlining the main components and roadmap for a digital strategy, and describing the main steps in planning a marketing campaign. The overall message is on the importance of understanding consumers, gaining insights, and using that knowledge to develop a targeted and effective digital strategy and campaigns.

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    WEEK3_BAU_COOP_DM_DigitalConsumer_DigitalStrategy

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    This document discusses understanding digital consumers and developing an effective digital strategy. It provides examples of how brands like Dove, Ikea, and Omo gained consumer insights that informed their strategies. The key aspects of a digital strategy covered are defining what strategy is, outlining the main components and roadmap for a digital strategy, and describing the main steps in planning a marketing campaign. The overall message is on the importance of understanding consumers, gaining insights, and using that knowledge to develop a targeted and effective digital strategy and campaigns.

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    © All Rights Reserved
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    15 views17 pages

    Understanding The Digital Consumer: Pepsico Confidential

    Uploaded by

    Onur Mutluay
    This document discusses understanding digital consumers and developing an effective digital strategy. It provides examples of how brands like Dove, Ikea, and Omo gained consumer insights that informed their strategies. The key aspects of a digital strategy covered are defining what strategy is, outlining the main components and roadmap for a digital strategy, and describing the main steps in planning a marketing campaign. The overall message is on the importance of understanding consumers, gaining insights, and using that knowledge to develop a targeted and effective digital strategy and campaigns.

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    © All Rights Reserved
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    Flag for inappropriate content
    of 17

    Understanding the Digital Consumer

    PepsiCo Confidential
    What is Consumer Insight?

    Definition: “a human reality that is missed out not foreseened”


    Dove (Real Beauty)
    Women are unaware of the perception of beauty beyond the imposed beauty standards.

    Ikea (lamp):
    People can build relations with their belongings and forget that they are inanimate objects and
    refuse to get seperated from.

    Omo (It’s okay to get dirty):


    Moms could detain their kids from playing outside from ime to time to prevent their clothes
    from getting dirty.

    Peugeot (envy): Men want their cars to be approved of and envied by others.
    Dove - Real Beauty
    Brands should create content in a user-first world...
    Kaynak: Nielsen Raporu, Yeni Dünyada 3 Yeniyi Anlamak, 2018
    7
    JOMO IS THE NEW FOMO FOR GEN Z

    8
    2020+ e-SHOPPERs
    Bespoke & just
    in time
    Rising Demand
    for Experiences Mobile driven
    over products

    Expectation for Growing


    convenience connectivity
    .

    Shifting
    Advanced
    Attention
    personalisation
    Patterns

    Big Data
    AR and VR
    powering
    transforming
    customer
    the shopping
    relationships
    experience
    and retail
    9
    DIGITAL STRATEGY
    PepsiCo Confidential
    What is Strategy?

    13
    Digital
    Strategy
    Digital
    Strategy
    Digital
    Strategy
    Roadmap
    Digital
    Strategy
    Components
    Marketing Campaign Planing - Main Steps
    • Needs/Situation Analysis
    • Determining The Business Goal
    • Determining The Target Audience
    • Getting to know & understanding the target group habits
    • Trend Analysis
    • Market Research
    • Social Media Listening
    • Brief Preparation (Marketing Team prepares – Digital team contributes)
    • Briefing (Marketing)
    • Debriefing (Agencies)
    • Aligning on campaign route
    • Determining the action steps (creatives, digital platforms to use, digital projects, etc)

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