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Babelfish: Google @ Bogota Oct 5 2011
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Babelfish: Google @ Bogota Oct 5 2011

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"Novo cenário da comunicação global" / Marketing Inflection Point ...

"Novo cenário da comunicação global" / Marketing Inflection Point
8 principles for success:
1) We can´t generalise any more ..need to plan segmented
2)Tipping Points: Customer expectations being disrupted
3)Need to contextualise change for our prospect
4)Be organised: Conscious competence
5)You & Me: New roles & New competition
6)We need to build value added services to have a differential
7)We all need to be curious and proactive
8) New specialist career opportunities

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Babelfish: Google @ Bogota Oct 5 2011 Babelfish: Google @ Bogota Oct 5 2011 Presentation Transcript

  • The marketing game is changing,come play with Google PAGE 1
  • Brian Crotty : Managing Director Razorfish &Digitalcurious! • I am • I continualy search for new dots.....and try to connect them • I have many personalities • I have worked on 5 continents.....so I am a Gringo with a different perspective • I have a view for long term survival and prosperity • I am a Digital Immigrant • I know my limitations and employ people smarter than me • My word is my credibility...... so I don´t oversell • I have a gift to contextualise new information / change ..... see new information and know when and how I can use it. • I only consume on demand content • I am a marketers nightmare PAGE 2
  • ´The marketing game is changing, come play with Google´ 1. Why did you switch from a traditional to digital agency? – The content value chain was changing – Organized my thoughts / contextualized change – Curiosity - Asking the questions that that no one is asking – Having an opinion - right or wrong – starts a conversation – Vision 2. What were your top 2 or 3 challenges as you were evangelizing digital to your clients? How did you overcome them? – Non standardized formats – breaking from traditional formats – new disciplines needed – Planning Integration – Separation, reintegration, separation (evangelism vs moderated speech) 3. What is your perception of how the agency model is changing or how it should change? – Tipping Point – Still profitable (concentration of media spend)..though protectionist – Segmentation – TV production model PAGE 3
  • The marketing game is changing,come play with Google PAGE 4
  • Brian Crotty : Managing Director Razorfish &Digitalcurious! • I am • I have many personalities • I have worked on 5 continents.....so I am a Gringo with a different perspective • I have a view for long term survival and prosperity • I am a Digital Immigrant • I know my limitations and employ people smarter than me • My word is my credibility...... so I don´t oversell • I have a gift to contextualise new information / change ..... see new information and know when and how I can use it. • I only consume on demand content • I continualy search for new dots.....and try to connect them • I am a marketers nightmare PAGE 5
  • ´The marketing game is changing, come playwith Google´ 1. We can´t generalise anymore: Segmentation 2. Tipping Points: Customer expectations 3. Be organised: Conscious competence 4. You & Me: New roles & New competition PAGE 6
  • We can´t generalise anymore: Segmentation PAGE 7
  • The Digital Era is..... About change... Tipping pointsTipping pointsWhere valueproposition of newcauses permanentexpectation change
  • Digital evangelism separates / increases perceivedrisk PAGE 9
  • Change is managable – Needs to be contexualised PAGE 10
  • We have hindsight advantage – ripples of disruptions PAGE 11
  • In reality disruption affects different categories atdifferent times and rates
  • Constant new proposals – disrupting expectations
  • Disruptors create a tension while customersre-evaluate their needs Form Price Timely Personal Available Choice Approachable Control Responsive Sustainable Sympathetic Useful Synergistic Atractive Innovative Usable Social Intuitive
  • Over time the disruption loses its effect and theecosystem returns to a new equilibrium Form Price Timely Personal Available Choice Approachable Control Responsive Sustainable Sympathetic Useful Synergistic Atractive Innovative Usable Social Intuitive
  • Each individual decision has a different balance offactors – its own ecosystem equilibrium
  • In mass marketing, we assume that disruption toone category affects all decisions equally
  • In reality disruption affects different categories atdifferent times and rates
  • Tipping Points: Customer expectations PAGE 19
  • Not black and white – shades of digital People < 45 years old People > 45 years old A Digital BSocio Ecomimic level Natives Digital C Immigrants D Traditionals E 50 45 40 35 30 25 20 15 10 5 5 10 15 20 25 30 35 40 45 50 Millions of People - Brazil 20
  • A mixture of Online & Offline conversations: Old Places Conversations New Places Digital natives Letters Instant MessagingTupperware Parties Social Networking PTA Meetings Blogging Immigrants Political Rallies Email Conventions Message Boards Telephone Podcasts Customer service Apps lines Traditionals Traditional media
  • LATIN AMERICA AT VARIOUS STAGES OF DIGITAL MATURITY Population Internet Broadband Social Facebook Mobile Smartphone Search iMedia Overall (% of (% of (% of internet (% of Internet (% Of (% of mobile (% of Ad (% of AdBase: Population) Population) users) Users) Population) handsets) expenditure) expenditure) 20% 10% 20% 10% 10% 10% 10% 10% 100%ARGENTINA 41,3 3 3 4 2 4 1 3 3 3,0COLOMBIA 45,8 3 2 4 4 2 1 3 3 2,9BRAZIL 190,7 4 2 3 1 3 1 4 3 2,8CHILE 16,7 3 3 4 4 3 1 1 2 2,8MEXICO 112,3 3 2 3 4 1 1 2 2 2,4PANAMÁ 3,4 2 2 3 3 5 1 2 1 2,4EQUADOR 14,8 1 1 5 5 2 1 1 1 2,3URUGUAI 3,5 3 3 2 2 4 1 1 1 2,2VENEZUELA 29,1 2 1 3 4 3 1 1 1 2,1COSTA RICA 4,5 3 3 2 2 1 1 2 2 2,1PERU 29,5 3 1 1 1 2 1 2 2 1,7BOLÍVIA 9,9 1 1 4 4 1 1 1 1 1,9EL SALVADOR 6,1 1 1 3 3 4 1 1 1 1,9HONDURAS 8,0 1 1 3 3 3 1 1 1 1,8NICARÁGUA 6,0 1 1 2 3 1 1 1 1 1,4GUATEMALA 13,6 1 1 1 1 4 1 1 1 1,3PARAGUAI 6,4 1 1 1 2 2 1 1 1 1,2GREAT BRITAIN 61,8 5 4 2 2 4 4 5 4 3,7CANADA 34,3 4 4 4 3 1 4 4 5 3,7US 310,6 4 4 3 2 2 4 4 4 3,4HONG KONG 7,2 4 4 3 3 4 3 3 3 3,4SPAIN 46,1 3 4 2 1 3 5 4 3 3,0TAIWAN 23,2 4 3 2 3 3 3 3 4 3,1SINGAPORE 5,1 4 5 2 3 3 3 2 2 3,0CHINA 1341,7 2 2 1 1 1 3 4 3 2,0 Source – Various internetworldstats.com,wikipedia.org,SMG / eMarketer report & Facebook, checkfacebook.com, wirelessfederation.com, Eiu.com, eMarketer, Magna Global, Zenith Optimedia
  • LATIN AMERICA AT VARIOUS STAGES OF DIGITAL MATURITY Population Internet Broadband Social Facebook Mobile Smartphone Search iMedia Overall (% Of (% of mobile (% of Ad (% of AdBase: (% of Population) (% of Population) (% of internet users) (% of Internet Users) Population) handsets) expenditure) expenditure) Magna wikipedia.org, Magna Global, internetworldst SMG / eMarketer report eMarketer Global,Source: ats.com internetworldstats.com wikipedia.org & Facebook checkfacebook.com wirelessfederation Zenith Zenith .com, Eiu.com Optimedia Optimedia # MM # MM % # MM % % # MM % Score 20% 10% 20% 10% 10% 10% 10% 10% 100%ARGENTINA 41,3 26,6 64% 3 4,5 11% 3 83% 4 12,8 48% 2 4 1 3 3 3,0COLOMBIA 45,8 21,5 47% 3 2,3 5% 2 84% 4 11,6 84% 4 2 1 3 3 2,9BRAZIL 190,7 75,9 40% 4 16,2 8% 2 70% 3 9,5 13% 1 3 1 4 3 2,8CHILE 16,7 8,4 50% 3 1,7 10,2% 3 90% 4 7,6 91% 4 3 1 1 2 2,8MEXICO 112,3 30,6 27% 3 10,8 10% 2 79% 3 18,8 79% 4 1 1 2 2 2,4PANAMÁ 3,4 0,96 28% 2 0,2 6,5% 2 72% 3 0,7 72% 3 5 1 2 1 2,4EQUADOR 14,8 2,4 16% 1 0,4 2,4% 1 99% 5 2,3 99% 5 2 1 1 1 2,3URUGUAI 3,5 1,9 53% 3 0,4 10,4% 3 59% 2 1,1 59% 2 4 1 1 1 2,2VENEZUELA 29,1 9,3 32% 2 1,5 5% 1 80% 3 7,4 80% 4 3 1 1 1 2,1COSTA RICA 4,5 2,0 44% 3 0,4 8% 3 58% 2 1,2 58% 2 1 1 2 2 2,1PERU 29,5 11,8 40% 3 0,9 3% 1 53% 1 4,1 35% 1 2 1 2 2 1,7BOLÍVIA 9,9 1,1 11% 1 0,06 0,6% 1 85% 4 0,9 85% 4 1 1 1 1 1,9EL SALVADOR 6,1 0,98 16% 1 - - 1 74% 3 0,7 74% 3 4 1 1 1 1,9HONDURAS 8,0 0,96 12% 1 - - 1 76% 3 0,7 76% 3 3 1 1 1 1,8NICARÁGUA 6,0 0,6 10% 1 - - 1 63% 2 0,4 63% 3 1 1 1 1 1,4GUATEMALA 13,6 2,3 17% 1 - - 1 45% 1 1,0 45% 1 4 1 1 1 1,3PARAGUAI 6,4 1,0 16% 1 - - 1 47% 1 0,5 47% 2 2 1 1 1 1,2GREAT BRITAIN 61,8 51,4 83% 5 18,8 30% 4 65% 2 27,5 54% 2 4 4 5 4 3,7CANADA 34,3 26,2 76% 4 10,1 30% 4 80% 4 16,6 63% 3 1 4 4 5 3,7US 310,6 239,0 77% 4 83,3 27% 4 75% 3 146,6 61% 2 2 4 4 4 3,4HONG KONG 7,2 4,9 68% 4 2,4 34% 4 75% 3 3,7 75% 3 4 3 3 3 3,4SPAIN 46,1 29,1 63% 3 10,3 22% 4 57% 2 12,0 41% 1 3 5 4 3 3,0TAIWAN 23,2 16,1 70% 4 5,0 22% 3 55% 2 10,4 65% 3 3 3 3 4 3,1SINGAPORE 5,1 3,7 72% 4 5,1 100% 5 62% 2 2,3 62% 3 3 3 2 2 3,0CHINA 1341,7 420,0 31% 2 103,6 8% 2 30% 1 0,3 0% 1 1 3 4 3 2,0 Source – Various internetworldstats.com,wikipedia.org,SMG / eMarketer report & Facebook, checkfacebook.com, wirelessfederation.com, Eiu.com, eMarketer, Magna Global, Zenith Optimedia
  • Be organised: Conscious competence PAGE 24
  • The road to success: Curiosity and understandingUnconsciously - Consciously - Unconsciously - Consciously - Incompetent Incompetent Competent Competent
  • So much happening…………… Mapping / Lacation& Application: Advanced Design WebsiteCustomer Relationship Strategy Promotions Integrated sponsorships / QR Codes / Based packages Value/ based segmentation mapping Customer journey eCommerce Affiliate Deals / Website Design Basic Ads Dynamic messaging optimisation Behavioural Targetting / Contextual Mobile / WirelessConfigurators / simulators integration packages / Ad networks / In Car / AugmentedPR integration Mass advertising campaigns Social EventsIntegrated digital / traditional tactics – e.g. unified presentations Media Direct MarketingMicro Sites / Hotsites Basic Social Marketing / Blogs / Call Centres / Telemarketing Web Sites / Search Engine Optimisation Simulation / Collaboration Site Maintenance Forums and events tools Marketing Database Distributed Content Content planning / architectures Cluster targeting Email Toolkits & Playbooks Consumer Generated Content / Crowdsourcing Search Engine Marketing /Behavioral & Contextual Targeting Data capture / management Aggregation tools for commentsdemographic Target segmentation - / SEO links Call Centres Product experience reporting tools targeting Syndicated Content segmentation – demographic Paid Search / proprietary events Product Sampling / Simulcasts Governance / Demographic Content / (ARG) Target Content versioning Capability roadmaps Branded Online WOM : Viral Marketing Web Analytics: Adv.Advertising Banner - Clear success metrics Desktop Tools - Softwares / Skins / Widgets test and learn Sponsorships / Product Placement Supply Chain Integration Basic Web Analytics: Adv. Traditional Mass Media ServicesattributionGaming Physical / online / Apps / analysis Crowdsourcing Traditional / Digital Strategy Integration Of SaleConsumer voting / comments Point / Kiosks / Shopper Marketing Basic message integration Edugaming / Advergaming Search engine marketingTechnical innovation stunts Consumer journey mapping Promotions Instore signage / installations / integration StreamingLoyalty programs Video / Audio Database consolidation Custom events Process automation Core idea focussed & links between actionsIntermediary Strategic Integration Integrated marketing communications Seeding Innovation Domain strategy Isolated tactical actions Fully Integrated Planning Strategic toolkits planning Connection Process integration Proprietary tools / interfaces Custom tools Store in store Social networks talkability tracking Simple Direct e.g.Search Engine MarketingConsumer Generated Content Endomarketing Channel planning E mail marketing Web Analytics: Advanced Database mining and marketing Cross-Media Measurements Lead management Communications platforms Party brands / equity Target segmentation –Third Integrating behavioural In-store integration e.g. sales data Data analytics eLearning / games / roleplay Viral / Stunts Logistics solutions Attribution Analysis Basic Dashboards Ongoing plots e.g. Games / storytelling Data driven insights Data Collection Conversation tracking & mapping Self serve configurators Message segmentation Search Engine Optimisation Data Modelling Conversation projection / stimulate topics Calendar of conversation topics / Story CMS (Content Management Systems) Service Development Search Engine Optimisation Data projection Product Research & Development Advanced profiling segmentation – behavioural Target E-Learning basic Emerging Content R&D Behavioural / Automated profiling Advanced optimisation Tactical hotsites / tactics Product Development Test and learn structures Decentralised content distribution: existimng 3rd party sites / toolsRetargetting / remarketingYield management systems Open source content alliances Behavioral & Contextual Targeting Cross platform applications Advanced Dashboards Contextual offers AD Network integration Enterprise Solutions Loyalty programs Database mining and marketing Basic direct response V 3.1 4-10-11
  • Start by sorting the information………. Tactics Edugaming / Advergaming Promotions Point Of Sale / Kiosks / Shopper Marketing Traditional Mass Media Sponsorships / Product Placement Services / Apps / Gaming Banner Advertising Desktop Tools - Softwares / Skins / Widgets Branded Content / (ARG) Product Sampling Search Engine Marketing / Paid Search Email Syndicated Content / Simulcasts Call Centres Consumer Generated Content / Crowdsourcing Micro Sites / Hotsites Web Sites / Search Engine Optimisation Social Marketing / Blogs / Call Centres / TelemarketingDatabase Marketing Events Direct Marketing Mobile / Wireless / In Car / Augmented Behavioural Targetting / Contextual Ads Affiliate Deals / eCommerce Viral Streaming Video / Audio / Stunts QR Codes / Mapping / Lacation Based Strategies Promotions Intermediary Strategic Integration Integrated sponsorships / packages & Application: Advanced Design Website Value based Customer Relationship Strategy segmentation Dynamic messaging / optimisation Customer journey mapping Website Design Basicpackages / Ad networks ConfiguratorsPRsimulators / integration Media Basic Integrated digital / traditional Social integration Mass advertising campaigns tactics – e.g. unified presentations Simulation / Collaboration tools Forums and events Site Maintenance Content planning / architectures Distributed Cluster Content Aggregation tools for comments / SEOtargeting demographicContextual Targetingcapture / managementPlaybooks Target segmentation -Behavioral links Toolkits & & Data Target Governance //–proprietary events segmentation reporting roadmaps demographic Product experience Capability tools targeting Demographic Web Analytics: Adv.:-Viral Marketingmetrics learn Clear success Online WOM Analytics: Adv. testChain Integration Content versioning Web Basic Search and comments Crowdsourcing Supply engine marketingTechnical Physical / online attribution analysis Consumer BasicCore idea signage / & links message integration /between actions Integration innovation stunts Traditional voting ConsumerDatabasemapping Digital Strategy events Instore focussed installations / journey consolidation / integration Custom automation Integrated marketing communications Processplanning Strategic toolkits Isolated tactical actions Connectiontactics Data interfaces driven insights Seeding integration strategy Innovation Loyalty Custom tools Process Domain Integrated Planning Proprietary tools / Tactical hotsites / programsStore Fully talkability tracking Consumer Simple Search Engine Marketing in store Endomarketing Social networksChannel planning Generated Content Direct e.g. E mail marketing Web Analytics: Advanced Database mining and marketing Cross-Media Measurements Target segmentation – platforms / equity Integrating Third Party brands Communications behavioural eLearning / games / roleplay Lead management Decentralised content distribution:Behavioral 3rd party sites / Logistics solutions existimng & Contextual Targeting Data analytics toolsRetargetting / BasicIn-store /Attributione.g. sales data Ongoing plots e.g. trackingintegration Analysis remarketing &response Basic direct storytelling Dashboards Games Message segmentation projectionConversationSearchData Collection Conversation topics serve mapping Self Engine Optimisation / stimulateE-Learning basic configurators Calendar of conversation topics / Story Service Development Target segmentation – behavioural Modelling Advanced CMS Research &Engine Optimisation Product (Content Management Systems) profilingSearch projection Data Advanced optimisation Development Data Emerging Content R&D Product DevelopmentAutomated profilingstructures Behavioural / source content alliances Open Test and learn management systems Yield Cross platform applications Advanced Dashboards AD Network integration Contextual offers Enterprise Solutions Database programs marketing Loyalty mining and V 3.1 4-10-11
  • Start by sorting the information………. Tactics Edugaming / Advergaming Promotions Traditional Mass Media Sponsorships / Product Placement Point Of Sale / Kiosks / Shopper Marketing Services / Apps / Gaming Banner Advertising Product Sampling Desktop Tools - Softwares / Skins / Widgets Branded Content / (ARG) Search Engine Marketing / Paid Search Email Syndicated Content / Simulcasts Call Centres Events PAID Micro Sites / Hotsites Web Sites / Search Engine Optimisation OWNED Generated/ Content / Crowdsourcing EARNED Consumer Social Marketing / Blogs Call Centres / Telemarketing Database Marketing Direct Marketing Streaming Video / Audio Mobile / Wireless / In Car / Augmented Affiliate Deals / Behavioural Targetting / Contextual Ads eCommerce Viral / Stunts QR Codes / Mapping / Lacation Based Strategies Content versioning Database consolidation / integration Physical / online attribution analysis Website Design Basic Intermediary Strategic Integration Process automation Strategic toolkits Store in store Site Maintenance Website & Application: Advanced Design Product Research & Development Web Analytics: Advanced Fully Integrated Planning Target segmentation – demographic Customer Relationship Strategy Innovation Behavioral & Contextual Targeting Database mining and marketing Domain strategy Customer journey mapping Data projection Cross-Media Measurements Process integration Loyalty programs Search Engine Marketing Value based segmentation In-store integration e.g. sales data Social integration Custom tools Simple Direct e.g. E mail marketing Dynamic messaging / optimisation Attribution Analysis Connection planning Configurators / simulators Data capture / management Mass advertising campaigns Distributed Content Communications installations Instore signage / platforms Traditional / Digital Strategy Integration Simulation / Collaboration tools Standard content formats Data driven insights Open source content alliances Integrated marketing communications Toolkits & Playbooks Media packages / Ad networks Channel planning Behavioral & Contextual Targeting Core idea focussed & links between actions Capability roadmaps Basic executional measurement Integrating Third Party brands / equity Emerging Content R&D Ongoing plots e.g. Games / storytelling Endomarketing Demographic targeting Web Analytics: Adv. - Clear success metrics Custom branded content Search engine marketing DISCOVERY CONVERSATION Governance / reporting tools TRANSACTION Tactical hotsites / tactics ENTERPRISE Content planning / architectures Product experience / proprietary events Cluster targeting Yield management systems Advanced profiling Calendar of conversation topics / Story (BUSINESS PROCESSstunts (MASS MARKETING) Isolated tactical actions (SOCIAL MARKETING) (PERFORMANCE MARKETING) Technical innovation Basic Dashboards AND PRODUCT INNOVATION) Behavioural / Automated profiling Aggregation tools for comments / SEO links Consumer Generated Content Basic test and learn Logistics solutions Contextual offers Conversation tracking & mapping Decentralised content distribution: Conversation projection / stimulate topics Data analytics AD Network integration Web Analytics: Adv. existimng 3rd party sites / tools Proprietary tools / interfaces Cross platform applications Database mining and marketing Data Collection Target segmentation - demographic ) Consumer voting / comments Self serve configurators Loyalty programs Search Engine Optimisation Message segmentation Consumer journey mapping Test and learn structures Online WOM : Viral Marketing Seeding Target segmentation – behavioural Custom events Promotions Basic message integration Advanced optimisation Lead management Supply Chain Integration Basic Integrated digital / traditional Social networks talkability tracking Advanced Dashboards Basic direct response Crowdsourcing tactics – e.g. unified presentations PR integration Service Development Search Engine Optimisation Enterprise Solutions Integrated sponsorships / packages Target segmentation – behavioural Data Modelling Retargetting / remarketing Product Development Forums and events eLearning / games / roleplayV 3.0 28-8-11 V 3.1 4-10-11
  • Building blocks for digital experience TRANSACTION ENTERPRISE DISCOVERY CONVERSATION (PERFORMANCE (BUSINESS PROCESS (MASS MARKETING) (SOCIAL MARKETING) AND PRODUCT MARKETING) INNOVATION) Productivity / UX / Capture attention / Build afinity / Close sale / Engagement /Strategic function Create demand / Reduce barriers / Commerce / Motivation / Visibility Feedback / Agility Conversion / Efficiency Stakeholder Confidence Awareness /Level of demand Consideration Consideration / Intent Intent / Purchase Loyalty / Brand Love Segmented groups / Segmented groups / Targetting Collective / mass cluster Molecular / Individual cluster Usability Low / Medium Medium / High Extreme High One way conversation Two way conversation Two way conversation Two way conversation (brand to consumer / (brand / consumer orInteraction mode customer) consumer / customer) (brand / customer) (brand / stakeholders) Paid Earned Owned / Owned / Content Distribution Distribution On demand On Demand 90% Distribution 10% Distribution 30% Distribution 10% Distribution Budget 10% Content Creation 90% Content Creation 70% Content Creation 90% Content Creation V 3.1 4-10-11
  • 4 Pillars of digital experience... DISCOVERY CONVERSATION TRANSACTION ENTERPRISE (BUSINESS PROCESS (MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING) AND PRODUCT INNOVATION) BASIC CAMPAIGNS ISOLATED TATICALIncreasing sophistication ACTIONS WEBSITE DESIGN BASIC SITE MAINTENANCE ORGANISATIONAL CAPABILITIES INTEGRATED BRAND BUILDING MARKETING CRM LOYALTY PROGRAMS ECOMMERCE CUSTOM TOOLS SERVICE / PRODUCT INNOVATION Increasing sophistication V 3.1 4-10-11
  • New options facilitating an investment shift fromdemand generation to more persistent environmentsReach Build Awareness Persistent environments Building Block #1 Building Block #2 Building Block #3 Building Block #4 Building reach Building Rapid Building Frequency Continuity & Push a message Reach `always on´ content out to prospects Secondary Media Internet Internet Internet Pay TV Pay TV Social marketing Weekly mag Open TV Magazine Magazine Cinema Video Projects POS PR OOH Aps / Services Email V 3.1 4-10-11
  • Content Ecosystem. Paid, Owned & Earned OWNED CRM PROGRAM NEWSLETTERS SAC (DIGITAL) ECOMMERCE PACKAGING EXTRANET FEEDBACK SAMPLING SUPPORT/ COMPANY HOTSITES WEBSITE EMAILS APPS DISPLAY MEDIA FORUM PERFORMANCE BLOGS (OLA, SEM, CPR) SPONSORSHIP / CROWDSOURCED PROD.PLACEMENT CONTENT DR, DM, EMAIL REVIEW SITES MKT GAMES / TOOLS / EARNED WIKIPEDIA SERVICESPAID MOBILE SOCIAL NET. (ADS, APPS, SEM) SITES ORGANIC YOUTUBE (SEO, PR) AFFILIATE DEALS, TWITTER EXCHANGES DIGITAL DISPLAYS FLICKR/ PICASA POS PROMOTIONS & SYNDICATED EVENTS, STUNTS CONTENT ALL PLACES CONSIDER: WEB BROWSER, MOBILE BROWSER AND MOBILE APP V 3.1 4-10-11
  • ..to build Detailed Consumer Ecosystem &Experience PUSH NOTIFICATIONS BLUE BOX SOCIAL INTEGRATION .COM ACTIVATION BE BE BE BE BE CE BE UA UA FB.COM/ FB.COM/MEMBERSPRO @AMERICANEXPRESS YOUTUBE CURRENCY.COM AMEX JECT NEWS FEED. E-HUB Distribution/Sy Deals UA ndication MYCA PRIVATE MICRO COMMUNITIES MEDIA/DRIVERS UA BE UA FACEBOOK.COM/ZYN FB MEDIA ACTIVATION (MTV, LIKE, SPIN) “Like” C ZYNC CENTER ZYNC Tank CE 89K FANS TO DATE DIGITAL MEDIA BE CE C UA CE ORGANIC Incentive (SEARCH, EDITORIAL, UGC) ENGAGEMENT HUB C CE CE C PERFORMANCE MEDIA C CE APPLY CENTER DIRECT MAIL (CALL CENTERS) CE BROADCAST MEDIA (TV, OOH, PRINT, RADIO) DIRECT INDIRECT PROPOSED CM P CM + P 34 V 3.1 4-10-11
  • Sophisticated work doesn´t just happen….clientsneed to aligning capabilities Integrated Marketing Communications Marketing ecosystem Knowledge Objectives and Metrics Product R&D Motivation V 3.1 4-10-11
  • You & Me: New roles & New competition PAGE 36
  • Making sense of the new infomation....
  • What´s Changed for you?
  • Digital Darwinism.....make assumptions..strongeststrategy survives
  • Communication Planning Process –Disciplines Process stage Vision Market Segmentation (Message Definition) What To Say? Consumer Segmentation Business / Marketing Strategy Communication Strategy / Message Segmentation Engagement Platform (Content Construction) and Mechanic Ideation How To Say? Content Form and Length Strategy Content Interface Needs Channel Determination(Content Distribution) Where & When and How Much Activity Mix Formulation Success Measurement
  • Communication Planning Process –Disciplines Business strategy Integrated Message strategy Technology Connection strategy Content Metrics DisciplineFunction organis- / Innovation strategy strategy specific ational Planner execution Portfolio Segment Corporate Brand / Campaign Engagemen Context Channel strategy strategy Process stage strategy strategy Product t Strategy strategy strategy Vision Market Segmentation (Message Definition) What To Say? Consumer Segmentation Business / Marketing Strategy Communication Strategy / Message Segmentation Engagement Platform (Content Construction) and Mechanic Ideation How To Say? Content Form and Length Strategy Content Interface Needs Channel Determination(Content Distribution) Where & When and How Much Activity Mix Formulation Success Measurement
  • Communication Planning Process –Disciplines Business strategy Integrated Message strategy Technology Connection strategy Content Metrics DisciplineFunction organis- / Innovation strategy strategy specific ational Planner execution Portfolio Segment Corporate Brand / Campaign Engagemen Context Channel strategy strategy Process stage strategy strategy Product t Strategy strategy strategy Vision Market Segmentation Strategic Planning (Message Definition) What To Say? Consumer Segmentation Business / Marketing Strategy Message Planning Communication Strategy / Message Segmentation Engagement Platform (Content Construction) and Mechanic Ideation Connection How To Say? Content Form and Length Strategy Planning Content Interface Needs Channel Determination(Content Distribution) Where & When and How Much Activity Mix Formulation Tactical Success Measurement Planning
  • Planning functions: Horizontal Cross Channel Lead and Vertical Discipline / Core Competency Business strategy Message strategy Connection strategy Content Metrics Technology / Integrated Discipline strategy strategy innovation organisationa specific planner l strategy execution Portfolio Segment Corporate Brand / Campaign Engagement Context Channel strategy strategy strategy Product Strategy strategy strategyHorizontal Planning Ad agency Media Agency Comms Planning Specialists Digital Agencies Consultants Research Companies Client In House Mass Media Digital Digital Mobile Database Direct PR / Promotions Events Social Branding POS Design Trade Comms Agency Advertising Infra- Agency Agency Marketing Corporate Agency Agency Marketing Agency Agency Agency MarketingVertical Discipline Agency Agency structure Agency Comms Agency Agency Agency Agency Vertical discipline Planning Execution Measurement
  • The New Age Agency - New Specialised Positions User Experience Engagement Planning Planning Technology Media Creative Connection Perfomance Business Strategy & Insight Planning Metrics Planning Organisational Planning (PM) PAGE 44
  • New competitors.....collaborators...frenemies DISCOVERY CONVERSATION TRANSACTION ENTERPRISE (BUSINESS PROCESS (MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING) AND PRODUCT INNOVATION) AGENCIES SOCIAL LISTENING AGENCIES ECOMMERCE MEDIA AGENCIES INFRASTRUCTURE / SEEDING TOOLS SUPPLIERS BUSINESS CONSULTANCIES SPECIALIST FULFILMENT CONSULTANTS SUPPLIERS DESIGN SHOPS PLANNING CONSULTANTSS PR BUSINESS BUSINESS CONSULTANTS CONSULTANTS IN HOUSE PLANNERS CORPORATE COMMS CLIENT IN HOUSE MICROSOFT, IBM, RESEARCH SAP, ORACLE ETC SUPPLIERS CLIENT IN HOUSE OFFSHORE MEDIA VENDORS EVENTS AGENCIES DM AGENCIES PRODUCTION DM / CRM EXCHANGES COMPANIES AGENCIES V 3.1 4-10-11
  • Summary
  • Summary – 8 principles for success 1. We can´t generalise any more ..need to plan segmented 2. Tipping Points: Customer expectations being disrupted 3. Need to contextualise change for our prospect 4. Be organised: Conscious competence 5. You & Me: New roles & New competition 6. We need to build value added services to have a differential 7. We all need to be curious and proactive 8. New specialist career opportunities PAGE 47
  • .. make yourself an indispensable partnerBRIAN CROTTYEMAIL: BRIAN.CROTTY@DIGITAS.COMMSN: BRIAN_CROTTY@HOTMAIL.COMSKYPE: BRIAN.CROTTYLINKEDIN, TWITTER, FOURSQUARE, TRIPIT, FACEBOOK, ORKUT, SLIDESHARE,FEEDBURNER, WORDPRESS BLOG: BABELFISH............ PAGE 48