The Not-So-Standard Rules of Engagement with Digital Consumers
 

The Not-So-Standard Rules of Engagement with Digital Consumers

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Brandon Berger, Chief Digital Officer Worldwide, from Ogilvy & Mather discusses how to engage digital consumers today and moving forward. Let’s face it, what we think we know about digital consumer ...

Brandon Berger, Chief Digital Officer Worldwide, from Ogilvy & Mather discusses how to engage digital consumers today and moving forward. Let’s face it, what we think we know about digital consumer behavior tomorrow is already yesterday’s news today. Today’s digital consumers are always evolving and living by a set of rules that they make. There is no longer a single framework to attract consumers. Instead, we need to develop a not-so-standard approach to engage our audiences. The Not-So-Standard Rules of Engagement is a series of guidelines that gives brands the leading edge in digital engagement while co-evolving with consumers as the next round of app updates enters their queue.

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    The Not-So-Standard Rules of Engagement with Digital Consumers The Not-So-Standard Rules of Engagement with Digital Consumers Presentation Transcript

    • The NOT-SO-STANDARD rules of ENGAGEMENT with YESTERDAY’S DIGITAL Consumers
    • Brandon BergerCHIEF DIGITAL OFFICER, OGILVY & MATHER WORLDWIDE @brandonberger
    • 1995
    • 2012 3
    • 6
    • Tomorrow is yesterday’s news, todayConsumers live by their own rulesNo longer a single frameworkEngagement goes beyond digital
    • The NOT-SO-STANDARD rules of ENGAGEMENT with YESTERDAY’S DIGITAL Consumers
    • Rules 1-7
    • Rule 01.Simple can be powerful
    • Rule 02.Everything is engagement
    • CONSUMER asTHE AUDIENCE
    • AUDIENCE asA CHARACTER
    • EVERYTHING isENGAGEMENT
    • 16
    • Rule 03.Disruption,the new change agent
    • ADD LOGOS INBIRCHBOX WARBY DOLLAR PARKER SHAVE CLUB
    • Rule 04.Deliver consumer utility
    • http://bit.ly/GBeDmj
    • Rule 05.Game. On.
    • 24
    • SOCIAL PR DIGITAL 360EVENT TV C A M PA I G N OOH PRINT RETAIL
    • http://www.facebook.com/fanta
    • Rule 06.Life-tracking
    • I N T E R C O N N E C T E D
    • LIFE-TRACKING provides BENEFITS
    • “The next evolution of this [life-tracking]trend will see users, to a certain degree,offering up their behavioral data inexchange for incentives.”
    • Consumer commercialization of data
    • 18 O N21 O F F L I N E I N E
    • Rule 07.Break rules
    • Rule 07.The themes will stay the same
    • Rule 07.But what is here today may becompletely differenttomorrow
    • We need to be engaging our consumersand audiences with big ideas that informtechnology and digital......not the other way around.
    • Thank youBrandon BergerCHIEF DIGITAL OFFICER, OGILVY & MATHER WORLDWIDE @brandonberger