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Babelfish: MAA Rio Oct 21 2011
 

Babelfish: MAA Rio Oct 21 2011

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We can´t generalise anymore: Segmentation ...

We can´t generalise anymore: Segmentation
Tipping Points: Customer expectations
Be organised: Conscious competence
Building Capabilities / Roadmaps
New roles & New competition

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    Babelfish: MAA Rio Oct 21 2011 Babelfish: MAA Rio Oct 21 2011 Presentation Transcript

    • Marketing Inflection Point@MAAW 21-10-2011 PAGE 1
    • What’s hurting most?So, what are the main sources of concern? Whether CMOs feelequipped to manage the impact of 13 key market factors.. IBM CMO Study Oct 2011 PAGE 2
    • New competitors..... PAGE 3 V 3.1 4-10-11
    • ´Marketing Inflection Point´ 1. We can´t generalise anymore: Segmentation 2. Tipping Points: Customer expectations 3. Be organised: Conscious competence 4. Building Capabilities / Roadmaps 5. New roles & New competition PAGE 4
    • We can´t generalise anymore: Segmentation PAGE 5
    • Evangelism counter productive – Not Armegeddon PAGE 6
    • Change is managable – Needs to be contexualised PAGE 7
    • We have hindsight advantage – ripples of disruptions PAGE 8
    • 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
    • In reality disruption affects different categories atdifferent times and rates
    • Tipping Points: Customer expectations PAGE 15
    • The Digital Era is..... About change... Tipping pointsTipping pointsWhere valueproposition of newcauses permanentexpectation change
    • Constant new proposals – disrupting expectations On Demand Social Live Experiences New Tools Ga ming
    • Varying degree of disruption: Each ecosystem isdifferent Ambiental Personal Mobility   Risk acceptance
    • 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 3,0 6 -12 mthsCOLOMBIA 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 2,3URUGUAIVENEZUELA 3,5 29,1 3 2 3 1 2 3 2 4 4 3 1 1 1 1 1 1 2,2 2,1 2 yearsCOSTA 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 1,9 8,0 1 1 3 3 3 1 1 1 1,8 5+ yearsHONDURASNICARÁGUA 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 3,7 34,3 4 4 4 3 1 4 4 5 3,7 NowCANADAUS 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
    • 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
    • Each group have different expectations/ behavior Exploration Experiences Digital natives Opt Out Connection Insecure Control Immigrants Opt In Intuitive Show it to me Traditionals Keep it simple
    • A mixture of Online & Offline conversations: Old Places Conversations Digital natives New Places 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
    • Be organised: Conscious competence PAGE 23
    • The road to success: Curiosity and understandingUnconsciously - Consciously - Unconsciously - Consciously - Incompetent Incompetent Competent Competent Brilliant, but can´t tell I know it´s wrong, Learn from mistakes Don´t know what you how I got there – but I don´t want to Architected solutions, I dont know solutions not scalable change Art & Science or replicable PAGE 24
    • 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 PAGE 25 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 configuratorsCalendar 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 PAGE 26 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 PAGE 27 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 PAGE 28 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 PAGE 29 V 3.1 4-10-11
    • Sorting & sequencing strategic needs.... .. DISCOVERY CONVERSATION TRANSACTION ENTERPRISE (BUSINESS PROCESS (MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING) AND PRODUCT INNOVATION) • Mass advertising campaigns • Website Design Basic • Process integration • Standard content formats • Isolated tactical actions • Site Maintenance • Social integration • Media packages / Ad networks • Basic test and learn • Target segmentation – demographic • Data capture / management Entry • Basic executional measurement • Decentralised content distribution: • Domain strategy • Simulation / Collaboration tools • Demographic targeting existimng 3rd party sites / tools • Search Engine Marketing • Toolkits & Playbooks • Tactical hotsites / tactics • Target segmentation - demographic • Simple Direct e.g. E mail marketing • Capability roadmaps • Instore signage / installations • Endomarketing • Governance / reporting tools • CMS (Content Management Systems) • Yield management systems • Online WOM : Viral Marketing Message segmentation • Test and learn structures • Basic message integration • • Basic Dashboards • Promotions • Target segmentation – behavioural • Logistics solutions • Basic Integrated digital / traditional • Social networks talkability tracking • Lead managementConservative tactics – e.g. unified presentations • PR integration • Basic direct response • Data analytics • Target segmentation – behavioural • Cross platform applications • Integrated sponsorships / packages • Search Engine Optimisation • Self serve configurators • Forums and events • Retargetting / remarketing • E-Learning basic • Calendar of conversation topics / Story • Content versioning • Traditional / Digital Strategy Integration • Aggregation tools for comments / SEO • Intermediary Strategic Integration • Integrated marketing communications • Process automation links • Website & Application: Advanced Design • Core idea focussed & links between • Conversation tracking & mapping • Customer Relationship Strategy • Product Research & Development actions • Innovation Moderate • Ongoing plots e.g. Games / storytelling • Web Analytics: Adv. • Customer journey mapping • Data projection • Data Collection • Value based segmentation • Search engine marketing • Search Engine Optimisation • Dynamic messaging / optimisation • Cluster targeting • Seeding • Configurators / simulators • Connection planning • Distributed Content • Consumer Generated Content • Database consolidation / integration • Advanced optimisation • Conversation projection / stimulate • Strategic toolkits • Advanced Dashboards • Data driven insights • Channel planning topics • Web Analytics: Advanced • Service Development • Integrating Third Party brands / equity • Proprietary tools / interfaces • Behavioral & Contextual Targeting • Data Modelling Aggressive • Web Analytics: Adv. - Clear success • Consumer voting / comments • Cross-Media Measurements • eLearning / games / roleplay metrics • Consumer journey mapping • In-store integration e.g. sales data • Content planning / architectures • Custom events • Attribution Analysis • Communications platforms • Open source content alliances • Advanced profiling • Physical / online attribution analysis • Behavioural / Automated profiling • Store in store • Supply Chain Integration • Behavioral & Contextual Targeting • Crowdsourcing • Emerging Content R&D • Contextual offers • Fully Integrated Planning • AD Network integration • Database mining and marketing • Enterprise Solutions Leadership • Custom branded content • Database mining and marketing • Loyalty programs • Product Development • Product experience / proprietary events • Technical innovation stunts • Loyalty programs • Custom tools V 3.0 2-9-11
    • Building relevant success metrics and measurement DISCOVERY CONVERSATION TRANSACTION ENTERPRISE (BUSINESS PROCESS (MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING) AND PRODUCT INNOVATION) • Exposure metrics: # Impacts, TRP, • Spontaneous brand related • Basic Lead Management GRP, attendees, reach, downloads Entry conversations • Site visits • Staff / System acceptance • Executional metrics: CPM, ratecard • Stimulated Interactions • Cost per lead cost increases • Outsourced social listening reports • Cost per acquisition • Syndicated Tools & Research • Interaction by tool / mechanic • Consideration • Cost per incremental reach point • Analysis of type of / value of • Preference • Ad. Awareness spontaneous interactions • Data quality • Process optimisation • Productivity gainsConservative • In house syndicated research • Lead quality • Proprietary analysis using analysis • Formalised customer journey syndicated research • Basic customer journey analysis research • Consideration • Shopping cart purchase / • SEO rankings • Interaction metrics: Interaction time, abandonment rates • Query response time Moderate Interaction levels • Usability • Usability benchmarks • Productivity gains • Message retention • Intent • Formalised customer journey • White Labelled Tools & Research • Customer retention research • Ad Hoc brand equity studies • Experience / usability • Preference • Sales • Brand health metrics / tracking • Advocacy Aggressive • Path to purchase – sales • Advocacy • Brand relevance • Incremental revenue • Retention / churn • Proprietary tools • Cluster segmentation • Value segmentation • Data driven insights • Intent • Store traffic • Sales • Brand relevance • Referrals • Depth of interaction / engagement / • Incremental business streams Leadership • Depth of interaction / engagement / • Retention relationship • Loyalty relationship • Brand Loyalty • Cross selling products and services • Brand Love • Multi variant modelling • Value segmentation • Anticipating trends V 3.0 28-8-11
    • Be organised: Conscious competence PAGE 32
    • Same general decision process.... but different... Demand / Awareness Time to make a Opinion / Interest decision is Consideration / different Desire for each Intention category Purchase
    • We know the purchase dynamic has changed. THEN THE CONSUMER FUNNEL NOW THE CONSUMER DECISION JOURNEY EVALUATE MANY BRANDS BOND FEWER BRANDS THE LOYALTY FINAL CHOICE LOOP BUY ADVOCATE ENJOY BUY PAGE 34
    • We dont know when the consumer will enter process Not actively considering Aware of need Relevance Engagement Shopping Purchase Using and evaluating Ownership 7 Years PAGE 35
    • Influencing Purchase Decisions Awareness SALE • Balance mass and segmented communication • Content infrastructure that is both “Push” and “On demand” • Content that balance reactive and proactive decisons 3
    • Few messages to Many messages Many Few PAGE 37
    • END OF “CATCH AND RELEASE” MARKETING MARKETING ACTIVITY TIME We spend a lot of money to get peoples attention Now we need to incorporate sustainable activities to remarket and maintain persistent awareness / drive people to a desired action 38
    • 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 Reach Building Frequency Continuity & Push a message out to Secondary Media Reinforce message Always On content prospects Internet Internet Internet Pay TV Pay TV Social marketing Open TV Weekly mag Magazine Magazine Cinema Video Projects POS PR OOH Aps / Services Email PAGE 39 V 3.1 4-10-11
    • Content Ecosystem : Paid, Owned & Earned OWNED FEEDBACK EMAILS CRM PROGRAM NEWSLETTERS SAC (DIGITAL) ECOMMERCE PACKAGING EXTRANET SAMPLING COMPANY SUPPORT/ HOTSITES WEBSITE APPS DISPLAY MEDIA FORUM PERFORMANCE BLOGS (OLA, SEM, CPR) SPONSORSHIP / CROWDSOURCED PROD.PLACEMENT CONTENT DR, DM, EMAIL REVIEW SITES MKT GAMES / TOOLS / EARNED WIKIPEDIA SERVICES ENGAGEMENTPAID MOBILE HUB SOCIAL NET. SITES (ADS, APPS, SEM) 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 PAGE 40 V 3.1 4-10-11
    • Build Detailed, Linked Experience Maps PUSH NOTIFICATIONS BLUE BOX SOCIAL INTEGRATION .COM ACTIVATION BE BE BE BE BE CE BE UA UA FB.COM/ @AMERICANEXPRE FB.COM/MEMBERSP CURRENCY.CO YOUTUBE M AMEX SS ROJECT NEWS FEED. E-HUB Distribution/ Deals UA Syndication MYCA MEDIA/DRIVERS UA BE FACEBOOK.COM/ FB MEDIA ACTIVATION (MTV, LIKE, SPIN) “Like” ZYNC ZYNC CENTER 89K FANS TO CE 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 PAGE 41 41 V 3.1 4-10-11
    • Building Capabilities / Roadmaps PAGE 42
    • Sequencing Needs DISCOVERY CONVERSATION TRANSACTION ENTERPRISE (BUSINESS PROCESS (MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING) AND PRODUCT INNOVATION) • Mass advertising campaigns • Website Design Basic • Process integration Entry • • • Standard content formats Media packages / Ad networks Basic executional measurement Currently • Isolated tactical actions • Basic test and learn • Decentralised content distribution: • • • Currently Site Maintenance Target segmentation – demographic Domain strategy • • • Currently Social integration Data capture / management Simulation / Collaboration tools • Demographic targeting existimng 3rd party sites / tools • Search Engine Marketing • Toolkits & Playbooks • Tactical hotsites / tactics Here • Target segmentation - demographic • Here Simple Direct e.g. E mail marketing • Here Capability roadmaps Currently • Instore signage / installations • Endomarketing Here • Test and learn structures • Online WOM : Viral Marketing • • CMS (Content Management Systems) Message segmentation • Basic message integration • Promotions • Target segmentation – behavioural • Social networks talkability trackingConservative • Basic Integrated digital / traditional tactics – e.g. unified presentations • Integrated sponsorships / packages • • 6mth Goal PR integration Target segmentation – behavioural • • • 12mth Goal Lead management Basic direct response Search Engine Optimisation • Forums and events • Retargetting / remarketing • Content versioning • Traditional / Digital Strategy Integration • Intermediary Strategic Integration • Integrated marketing communications • Website & Application: Advanced Design • Core idea focussed & links between Customer Relationship Strategy Moderate 6mth Goal actions • Ongoing plots e.g. Games / storytelling • Search engine marketing 12mth Goal • • • Customer journey mapping Value based segmentation • Dynamic messaging / optimisation • Cluster targeting • Configurators / simulators • Connection planning 2 Year Goal • Distributed Content • Database consolidation / integration • Strategic toolkits • Data driven insights • Web Analytics: Advanced • Channel planning • Behavioral & Contextual Targeting Aggressive • Integrating Third Party brands / equity • Cross-Media Measurements • Web Analytics: Adv. - Clear success metrics • In-store integration e.g. sales data • Content planning / architectures • Attribution Analysis 12mth Goal • Communications platforms • Open source content alliances • Behavioral & Contextual Targeting • Emerging Content R&D Leadership • Custom branded content • Product experience / proprietary events • Technical innovation stunts PAGE 43 V 3.0 2-9-11
    • Example Roadmap Current State Q3 – Q4 2012 ENTERPRISE• X LEVEL OF OPERATTIONAL COMPETENCY / EFFICIENCY • X • X Q1 – Q4 2012 TRANSACTION• X • X • X • X • X CONVERSATION• X • X • X • X • X Q4 2011 DISCOVERY• X • X • X • X • X LEVEL OF CONSUMER ENGAGEMENT PAGE 44 4
    • Example Detailed Action Plan JAN 2010 FEB 2010 MAR 2010 APR 2010 MAY 2010 JUN 2010 JUL 2010 Review research / documentationDISCOVERY Stakeholder interviews Focus groups – Brazil & Mexico Feature set definition Concept page flows Experience brief Usability testing in five markets Wireframes: commerceRELEASE A Functional specifications SET 1 SET 2 Visual design SET SET SET 1 2 3 Interface development (HTML) Release A - System Integrator Development – June 2010 Release A Launch Release A - Razorfish Development Support - June 2010 Wireframes: self care + interactive supportRELEASE B Functional Specifications Visual design SET SET 1 2 Interface development (HTML) Usability testing Wireframes / visual design / HTML Release B - System Integrator Development - September 2010 Release B - Razorfish Development Support - September 2010 PAGE 45
    • 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
    • New roles & New competition PAGE 47
    • Making sense of the new infomation.... PAGE 48
    • Know your place in the content value chain Idea / Content CustomerMessage / Prospect Connection
    • Content Architecture: The Content Value Chain Idea / Engagement Content Interface Device / Pipeline Customer Message Concept length & form Medium / Prospect Standardised formats Examples: •Entertainment Text TV networks TV Ground •Imagination Data Radio networks Radio Air •Fantasy Images Editors Print Satelite •Story Animation Portals Cinema Phone cable •Services Video 1to1 databases PC Pay TV cable •Comparisons Audio DJ Live Tape •Challenges Live Telephone CD •Games •Information •Facts Virtual eMail Instant Messenger InternetPurchase journey •Sampling / trial Idea seeding Blogs Email Wifi / WimaxSegmentation •Special effects Transaction Browser Game console BluetoothBrand Ambition •Conversation Links P2P Software Smartphone InfraredInsights •Interaction Short messaging Laptop RFIDTruths / Passions •Collaboration Widgets Camera Blu-rayContext Themes •Connection Media player MP3 player Mobile networkContext Ambience •Testimonials Augmented reality iPad Flash drive App Non Standardised formats
    • Digital Darwinism.....make assumptions..strongeststrategy survives Set assumptions in play Eliminate weakest Learn, adapt to introduce new options Eliminate weakest ... Constantly monitor to optimise PAGE 51
    • What´s Changed for you? PAGE 52
    • 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 53
    • 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 PAGE 54
    • 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 PAGE 55
    • Film Marketing: Excellent WOMexample of IMC Transalation casting Trailer Casting competitions Posters1. Each Film is a business in Promotions Merchandising itself2. The stakeholder are the PR Film business owners3. Core idea focus (Start from the centre out) Wallpapers TV ads M4. Core idea scenario testing5. Process leader / director6. Consistent branding across all touch / brand experience Ringtones ov Print ads points7. Clearly aligned process ie Soundtracks Star tours (across multiple specialist suppliers)8. Content planning (clear / Winks Directors cuts efficient development plan before channel selection)9. Source of innovation based Blogs Samples on ROI User generated Digital10. Balance of short term and long term brand needs Commentaries Games Making of PAGE 56
    • New competitors.....collaborators....frenemies DISCOVERY CONVERSATION TRANSACTION ENTERPRISE (BUSINESS PROCESS (MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING) AND PRODUCT INNOVATION) AGENCIES SOCIAL LISTENING AGENCIES DM AGENCIES MEDIA AGENCIES EVENTS AGENCIES ECOMMERCE IN HOUSE PLANNERS INFRASTRUCTURE / DESIGN SHOPS DM / CRM TOOLS SUPPLIERS RESEARCH AGENCIES BRAND SUPPLIERS CLIENT IN HOUSE CONSULTANTS PR BUSINESS FULFILMENT BUSINESS CONSULTANCIES CORPORATE SUPPLIERS CONSULTANTS COMMS PLANNING BUSINESS MICROSOFT, IBM, CONSULTANTS SEEDING CONSULTANTS SAP, ORACLE ETC MEDIA VENDORS SPECIALIST OFFSHORE CONSULTANTS PRODUCTION EXCHANGES COMPANIES CLIENT IN HOUSE PAGE 57 V 3.1 4-10-11
    • Summary PAGE 58
    • 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. 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 59
    • .. 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 60