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Adtech Jakarta Michael Leander presentation in Indonesia

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This presentation makes most sense for attendees at the amazing Adtech Jakarta Digital Marketing Conference #adtechjkt

This presentation makes most sense for attendees at the amazing Adtech Jakarta Digital Marketing Conference #adtechjkt

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  • 1. Crea%ng  your  ideal  marke%ng   world  for  maximum  impact   Michael  Leander       >  www.michaelleander.me     >  @michaelleander       >  #adtechjkt  <    
  • 2. See  all  pictures  here  
  • 3. 30  fast  paced  minutes  sharing   selected  marke5ng  experiences  …   Change  your  ways  stuff   Mostly  Content     Best  prac5ces   Mobility  a  bit  
  • 4. Tweet  a  quote     and  win  the  book   Digital  marke%ng  is  direct  marke%ng  on     steroids  #adtechjkt  @michaelleander     or  any  other  quote  men%oning   #adtechjkt  AND  @michaelleander      
  • 5. Which  presenta5on?   A  –  With  fun   B  –  Without  fun  
  • 6. iQuestion  Time       A  quick  marke%ng  IQ  test  for     Indonesian  marketers  
  • 7. Which  reads  the  most     words  per  minute  –  the  eye  or  the  ear?   2.500  words  per  minute   125  words  per  minute   Quote:  Eye  reads  20  ;mes  faster  than  the  ear  @michaelleander  #adtechjkt    
  • 8. Picture   economy  is   here  to  stay  
  • 9. Let’s  set  a  new  world  record   •  Take  a  picture  of   the  person  siBng   next  to  you     •  Pass  the  camera   around  quickly  –   we  only  have  30   minutes   •  Don’t  want  your   pic  on  Facebook  –   cover  your  face   Trondheim,  Norway   Sydney,  Australia  
  • 10. Visuals  s5r  emo5ons  in   a  heart  beat  
  • 11. Find  a  picture-­‐editorial  style  that   works  in  all  channels  
  • 12. Hero  shots   telling  stories  
  • 13. Use  humor  and  demonstrate  the   benefit  of  your  product  
  • 14. Best  prac%ces  from  the  no   pain,  no  gain  trenches  
  • 15. Matching  your  message  with  the     right  target  audience  is  very  important   10%   Crea5vity   30%  Proposi5on  (message)   60%  Target  audience     Invest  more  in  improving  access  to  your  target  audience  and  knowledge   about  your  target  audience  for  improving  results  immediately  
  • 16. Don’t  count  the  customers    you   reach  –  Reach  those  who  count   #adtechjkt  @michaelleander  
  • 17. Drive  towards  your  objec5ves  first  ,   deadlines  second  !     See  video  about  being  objec5ve  driven  hp://www.youtube.com/watch?v=4mxvy_usWz8     If  95%  of    your  effort  is  here,  you  are  wrong  !    
  • 18. What  really  decides   consumers  to  buy  or  not  to   buy  is  the  content  of  your   adver5sing,  not  its  form.   David  Ogilvy    
  • 19. Using  humor  is  fine,  but  make  sure  you   connect  to  your  core  value  proposi5on  
  • 20. Pay  aen5on  to  details  &     don’t  be  afraid  to  experiment,  don’t  be   afraid  of  failure   Create  a  culture  of   experimenta5on  
  • 21. Your  audience  is   exposed  to     6000  adver5sing   messages  every   single  day  
  • 22. Short  aen5on  span,  loads  of  intrusion   -­‐  how  do  you  cut  through  the  cluer?   Brain   filter     Do  I  know  you?   Do  I  need  you?   Can  I  trust   you?    
  • 23. Unique   passionate   emo5onal   authen5c   focused   interac5ve   meaningful…   How  to  get  into  the  Mind  Box?  
  • 24. THE  COLOSSAL  OTS  CHALLENGE   AWen;on   Ac;on   Message   Message   Message   Message   Message   Ac;on   Increase  Opportunity  To  See  by  mul5ple  of  3,  5,  10   Pre  launch  phase   Hard  selling  phase  Nurture  &  convince  phase   The  “it’s  all  over”  phase  
  • 25. Like  not  like,  like  AIDA     The  power  of   social  is  in  the   share  leading  to   ac5on  
  • 26. AID+LIRA  Attention > Interest > Desire + Like – Interaction – Recommendation - Action Engagement   Share  is  good   ac5on  counts   Like  is  NOT  a  currency,  engagements  conver<ng  to  ac<ons  are  @michaelleander  #adtechjkt  
  • 27. The  power  of  social  is  in  the  share   Page  likes   5.000   Organic   reach   845   Shared   222   Total  reach   23.168   Clicks   ?   Likes   74   Call  to   ac;on  
  • 28. The  Power  of  Paper   Mul<-­‐channel  really  is  mul<-­‐channel.  Across  the  board  25%  of     consumers  prefer  paper  over  digital  in  cri<cal  stages  of  the   buying  cycle    
  • 29. Make  the  share  easy  and  make  it  count  –     from  desktops  to  mobility   Think  about   -­‐  Images   -­‐  Shared  text   -­‐  How  to  make   the  share   convert  
  • 30. Own  The   Experience  
  • 31. THE   CUSTOMER   Experience   OMNICHANNEL   RELEVANCE   EMPOWERMENT   Innova;on   reflec;ng  the   ;mes  we  are   living  in  
  • 32. The  customer   experience  starts   and  ends  with   marke5ng   #adtechjkt   @michaelleander  
  • 33. #adtechjkt     now  showing     Omnipresence  means  owning  the  customer  experience  in  all  channels   #adtechjkt  @michaelleander  
  • 34. The  Danger  of  Band   Wagon  &  The   Urgency  of   Mobility,  Local  
  • 35. New challenges, new opportunities, new fads Touch
  • 36. Think  about  how  your  audience  interacts   depending  on  which  device    they  are  on  
  • 37. New  opportuni5es  to  interact   and  get  a  response  from  your   audience  using  QR  codes  (or  not)  
  • 38. Drink  and  scan  –     if  you  can  !    
  • 39. Scan  and   download   a  book  
  • 40. How  does     mobile  &  relevant   ”5me  and  place   offers”  5e  in  with   the  overall   customer   experience  and   your   webpresence  
  • 41. Your  role   in  the   mobility   space   Loca;on   based   services   Local   interac;ons   (listening)   Content   opportuni;es   &   Gamifica;on   Customer   service  point  
  • 42. In  Summary:  Own  the  Experience   >  An;cipate   customer  needs   >  Provide  ;mely   service     >  Differen;ate     communica;on   >  Personalize     communica;on     >  Understand     preferences  
  • 43. I  knew  you   would  be   awesome  !   Michael@michaelleander.me  

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