The document discusses how maintaining connections across digital platforms is important for marketing. It provides examples of common digital marketing platforms like social media, apps, and search and how brands can align these platforms based on marketing objectives like awareness, consideration, trial, action, loyalty and advocacy. The document also provides a case study of how Kibbles 'N Bits used various digital platforms like a branded community on Whrrl, Facebook ads, and SEO to promote the launch of their Bistro Meals dog food. It highlights the results which included traffic and engagement above industry norms, database growth, and creating brand advocates.

1. Maintaining Connections Across Platforms Doug Chavez Director Digital Marketing March, 2011

2. Broad set of digital platforms gaining adoption p Shopper Marketing 4.0: What’s Next in Shopper Marketing GMA and Booz & Company Apps 49% Thematic Content 47% Search 40% Social Media 37% Relationship Marketing 30% Deals 19% Displays & In-Store Advertising 17% Example Digital Vehicles by Platform In store video, kiosks, scanners Direct to card, e-circular E-newsletter, personalized storefront WOM, reviews, branded community Sponsored results, virtual display Retailer sitelet, how to video Barcode scanners, shopping lists Manufacturer Adoption of Shopper Marketing Platforms “ On Average, to what extent are you using the following shopper marketing vehicles?” Never Use Use

3. … which can be aligned based on brand objectives Awareness & Consideration Trial & Action Loyalty & Advocacy Brand Objectives Path to Purchase Mapping Vehicle Platforms By Objective Shopper Marketing 4.0: What’s Next in Shopper Marketing GMA and Booz & Company At Home Search Thematic Content Deals Relationship Marketing Social Media On the Go Search Deals Apps Relationship Marketing Relationship Marketing In the Store Deals Displays & In-Store Advertising Primary Objective(s) Secondary Objective(s) Deals Relationship Marketing Social Media Thematic Content Search Thematic Content Search Apps Search Apps Deals Apps Displays & In-Store Advertising

4. Source: Forrester Offline Online

6. Kibbles ‘N Bits® Bistro Meals™ Launch Ads in USA Weekend Magazine drive shoppers to the Whrrl Society, offering a chance to win a $25 gift card as an incentive. Ad issue dates: 1/30/11 2/6/11 2/20/11

7. Kibbles ‘N Bits® Bistro Meals™ Launch Visitors to the Whrrl Society are presented with an invite to join.

8. Kibbles ‘N Bits® Bistro Meals™ Launch Users who opt to join the society are forwarded to the society home page, where they can engage with other users who share similar interests. The page features a rotating banner meant to serve as a branding element.

9. Kibbles ‘N Bits® Bistro Meals™ Launch A welcome e-mail is sent to the participants, includes a link to download a valuable coupon for Kibbles ‘N Bits® Bistro Meals™ dog food.

10. Kibbles ‘N Bits® Bistro Meals™ Launch As users engage with the society, they are encouraged to check-in to the society when they visit a Walmart store. Upon check-in, the user is automatically entered into a drawing for a chance to win $25 worth of dog food.

11. Kibbles ‘N Bits® Bistro Meals™ Launch As users interface with the Whrrl platform, share their stories and check-in at various Walmart locations, a robust conversation around Kibbles ‘N Bits Bistro Meals begins to materialize. A team of bloggers [contracted] engage and create conversations. Their contributions include stories about the brand on their individual blogs, as well as community recommendations posted on the society page.

12. Kibbles ‘N Bits® Bistro Meals™ Launch User stories, recommendations and blog posts are collected in a single place by our aggregator site, located at www.1lovemydog.com . This aggregator site is SEO optimized to appear in brand-relevant search results, on Google. Yahoo, etc. Visitors to site are encouraged to join the conversation on Whrrl.

13. Kibbles ‘N Bits® Bistro Meals™ Launch Ads on Facebook help connect and drive additional traffic to the Whrrl Society Page

18. Consumer Buying Cycle vs. Sales Funnel Source: Forrester

19. Digital Marketing  Fully Integrated Consumer Engagement Email/CRM (DM Connect) Social Search Display Shopper Marketing

20. Organizing to Engage Marketing Consumer Affairs Legal IT HR C-Suite