Digital has been a tried and tested channel for marketers. To say it has been widely used is an understatement. Today, very little is executed without a digital element.
But that also doesn't mean that your digital strategy has to be on every single new emerging platforms. Instead of jumping on the next big social trend, try taking digital to the next level by concentrating on your existing digital infrastructure, explained Nadeem Amin, former regional digital marketing manager at Kellogg’s ANZ/APAC and South Africa. Amin has since moved on to Danone as digital head.
During the conversation with Marketing at the Adobe Symposium 2016, he added that companies should create infrastructure that is scalable, that can be built upon to deliver whatever the marketing programs may be.
He added that infrastructure needs to be flexible to adapt and deliver to changing marketing and digital needs,” he said.
Good infrastructure also allows for consistent cross-market campaigns even if the level of technology is different. Amin explained that when it comes to markets such as Korea, Japan, China and some Southeast Asian markets such as Singapore and Malaysia, he finds that consumers are extremely technologically savvy. That level changes when it comes to markets such as India and South Africa.
As such, your internal digital infrastructure needs to be flexible for you to be able to adapt to the consumer journey and still create meaningful experiences for them.
For Kellogg’s, it uses the latest technologies in markets such as Japan and Korea. Meanwhile, it adapts to the available technology that exists in markets which are less technologically advanced. The technology differs a lot – but the programme and structure does not change.
Good digital infrastructure gives a better vantage point for brands to reach target audiences and communicate with them better. Having the right tools and infrastructure allows marketers to tap into the right data and figure out which platform their consumer is on as well as the lifestyle they lead.
One way brands can improve their digital execution structure is by looking at the emergence of new trends and technologies, said Amin. This can range from augmented reality, virtual reality and even Pokemon Go. This paves the way for a brand to start looking into building new marketing and digital structures.
"We see these trends as topical opportunities relevant to that point of time. It will change very quickly in the next three months before something else takes over. This is how technology works, especially when you look at how the landscape looks like from a bird’s eye view," Amin said.
"Sure Pokemon Go is something which consumers might grow tired of eventually but the digital structure it leaves behind will create more room for innovation. It will be known as one of the first few entrants into how games can be played with augmented reality and location-based apps," he added.
Communicating the Kellogg’s way
Currently, Kellogg's uses a combination of technologies in the market, these ranges from the Adobe suite of products to products from Google.
“This allows the brand to create campaigns and experiences which are relevant to them hence improving your hit rate,” Amin said. For instance, parents are likely to be on tablets whereas children are likely to be on their mobile phones. If the format differs, the message is likely to differ as well. For children who are on mobile, attention spans are likely to be shorter so content needs to be cut into chunks.
Campaigns need to adapt to the user as well as the platform they are on. Hence, the messaging is something which needs to evolve too.
When the customer profile changes, so does the method of communication.
An example Amin raised was Nutri-grain, a brand which falls under Kellogg’s targeted at young adults. A challenge for Kellogg’s in its marketing efforts was ensuring stand out content delivery.
Despite all the technology out there, content is still key.
“Content rich in emotions sticks longer than any style of content in the mind of the viewer,” Amin said, adding that life stories, personal challenges and humour tend to resonate better with audiences. This includes unscripted content which is less stylised and more authentic.
When it comes to communicating with consumers, Amin urged marketers to be more cautious.
“Do not exaggerate. Tell them everything - both the good and the bad. There is also no need to hard sell if there is no use to,” he said.