Who Won The Digital Marketing Revolution?
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Presented at Social Media Week in Chicago to address the battles for delivering integrated marketing when both agencies and clients resist the adoption of digital transformation.
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Who Won The Digital Marketing Revolution?
- 1. 1 WHO WON THE DIGITAL REVOLUTION? THU, 26 SEPTEMBER 2013
- 2. 2 WHAT YOU’LLGET TODAY + PERSPECTIVE + POINT OF VIEW + THE NEW CONVERGENCE: DATA/IDEAS
- 5. 5 LET’S GO BACKANDASK, “HOW THE HELL DID WE GET HERE?”
- 7. 7 THE BATTLE FORAGENCY SUPREMACYBEGAN WITH THE CREATIVE REVOLUTION
- 11. 11 Walter Landor
- 13. 13 BELOW THE LINE ABOVE THE LINE
- 14. 14 PURE PLAY BEST IN CLASS CENTER OF EXCELLENCE
- 15. 15
- 16. 16 1992 1999
- 18. 18
- 19. 19
- 22. 22
- 23. 23 … Collecting big data and being able to turn it into insights is the ambition of both companies, and it will be the ambition of the single company … Source: New York Times, Two Ad Giants Chasing Google in Merger Deal, 2013
- 26. 26 According to Jim Speros of Fidelity, Big Data works only when it is grounded in a revised matrix of circumstances that can turn it to a marketer's advantage "All of that adds up to driving growth," said Speros. "And driving growth is what marketing is all about.” Source: WARC, Event Reports: IAB Annual Leadership Meeting, February 2013 BIG DATA = BIG ADVANTAGE
- 27. 27 BIG DATA = BIG ADVANTAGE WHO More precise targeting WHAT More relevant messaging based on true preferences, behaviors, patterns and insights WHEN More timely delivery using real-time data WHERE Pinpoint people by location and offer more location-based services and promotions WHY Efficiency and greater effectiveness
- 33. 33 I don’t have to learn digital technology, because I know that no matter what I think up someone can build it. Source: Edward Boches, Making Digital Work, 2011
- 34. 34 YOU CAN’T COME UPWITH THESE IDEAS
- 35. 35 WITHOUT KNOWINGALOTABOUT THIS + How to work with HTML5, CSS3, APIs and Web Services across Responsive Platforms + How to leverage influencers and stimulate conversation + Incorporate new tech into paid, owned and earned channels + How to build experiences beyond messages + What you can do with customer data Source: Edward Boches, Making Digital Work, 2011
- 36. 36 WE NEED A NEW CREATIVE BRIEF AUDIENCE MESSAGES TARGET MEDIA PLAN PENETRATE COMMUNITY EXPERIENCES INVITE INTEREST PLAN COLLABORATE Source: Edward Boches, Making Digital Work, 2011
- 37. 37 WE NEED A NEW CREATIVE BRIEF WHO IS OUR TARGET? WHAT IS OUR INSIGHT? WHAT IS OUR MESSAGE? WHERE DO WE REACH THEM? HOW DO WE MEASURE SUCCESS? WHO IS OUR COMMUNITY? WHERE DO THEY HANG OUT? WHAT VALUE CAN WE ADD? WHAT SHOULD OUR CONTENT BE? HOW WILL PEOPLE GET INVOLVED? WHAT PLATFORMS SHOULD WE USE? WHAT WILL MAKE IT ONGOING? HOW WILL WE MEASURE SUCCESS?COMMUNICATION SOCIAL COMMUNITY Source: Edward Boches, Making Digital Work, 2011
- 38. 38 Allocation • Redistribute investment across marketing activities • Real time when possible Optimization • “War gaming” predictive scenario planning • What will resonate? Attribution • Quantifying the contribution of each marketing element • Media + Creative
- 39. 39 DIGITAL SOCIAL ANTHROPOLOGY USE UNSTRUCTURED DATA TO SEE AND UNDERSTAND CONSUMERS BUYER PERSONAS DIGITAL QUALITATIVE AT QUANT SCALE RICH SEGMENTATION KNOW THE REAL TRUTH ABOUT THE CUSTOMER DEEP UNDERSTANDING OF CUSTOMER ENGAGEMENT AT EVERY TOUCHPOINT UNIFIED CUSTOMER VIEW PREDICTIVE MODELS DESIGN PROGRAMS AROUND THE INDIVIDUAL WHAT YOU CAN DO WITH BIG DATA ROBUST MEASUREMENT DEVELOP AND DEPLOY ADVANCED ATTRIBUTION AND ASSIGN ROI
- 40. 40 THREE CAMPS – KNOW YOUR AUDIENCE Big Deal?! Denier Creative Destruction Paranoiac Comeuppance Crusader
- 41. THANK YOU TEXT MIGUEL TO 75308 follow me on Twitter
- 42. 42
- 43. 43 CUSTOMERLIFECYCLEJOURNEY Initial Contact/Acquisition 3Es Entice/Excite/Engage Continued Engagement/Increased Consideration Own Post Purchase Brand Loyalty Building Cross-Sell/Up-Sell Social Engagement /Referral Opportunity Discover Red Zone Investigate Consider Purchase Education/Customer Commitment Loyalty/Advoc acy
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Notes de l'éditeur
- And … oh! … the hype … was unbearable. But it looked like advertising the dot coms was going to save advertising itself.
- Who: "More precise targeting of consumers." What: "More relevant messaging based on true preferences, behaviors, patterns, and insights." When: "More timely delivery of messaging based on segmented messages using real-time data." Where: "With geo-synchronistic technologies, we can pinpoint people by location and offer more location-based services and promotions." Why: "More efficiency and greater effectiveness."
- Integrated Data Architecture Welcome the Converted Creating Sustained Engagement Pave the Fast Lane to Repurchase Give Advocates a Voice
- Integrated Data Architecture Welcome the Converted Creating Sustained Engagement Pave the Fast Lane to Repurchase Give Advocates a Voice