20140704 Confessions Mindshare Johnston

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Confessions

Norm Johnston führt in die Welt des adaptiven Marketings, das heute viel mit Tischtennis gemein hat: Das hohe Tempo verlangt schnelles Reagieren, der stete Austausch zwischen Marke und Verbraucher halten es spannend. David Ogilvys Buch „Geständnisse eines Werbemanns“ war wegweisend als es 1963 erschien. In einer Zeit geschrieben als die „Mad Men“ die (Werbe-)welt regierten. 50 Jahre später ist Marketing eine innovative Aufgabe an der Kreuzung von Medien und Technologie in einem Reich der Geeks, Daten und Algorithmen. In dieser hypervernetzten Zeit können es Marken mit dem alten Modell halten oder unsere konsumentenge- und datenbetriebene, adaptive Welt umarmen.

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20140704 Confessions Mindshare Johnston

  1. 1. ADAPTIVE MARKETING Norm Johnston Chief Digital Officer Twitter @ntjohnston
  2. 2. ntjohnston 8,7 10,9 13,6 17,0 21,3 26,6 33,3 41,6 52,0 2012 2013 2014 2015 2016 2017 2018 2019 2020 (Billions)
  3. 3. ntjohnstonAdaptive Marketing3
  4. 4. ntjohnstonAdaptive Marketing4
  5. 5. ntjohnstonAdaptive Marketing5
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  10. 10. ntjohnston 20%of the total response to a TV campaign is done online within 10 minutes of exposure. Adaptive Marketing10
  11. 11. ntjohnstonAdaptive Marketing11
  12. 12. ntjohnstonAdaptive Marketing12
  13. 13. ntjohnston 150m
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  15. 15. ntjohnston15 ON AVERAGE WE PASS PIECES OF PERSONAL INFO INTO DATABASES EVERY WEEK 3,254 15 Adaptive Marketing
  16. 16. ntjohnston 64% 45%54% 24%
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  19. 19. ntjohnstonAdaptive Marketing19 11100011100 10011000100 11001001010 00101100001
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  21. 21. ntjohnston PRICEPRODUCT PROMOTION PLACE BEHAVIOURSEARCH SENTIMENTSOCIAL Adaptive Marketing21
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  34. 34. ntjohnstonAdaptive Marketing34 10 minutes. 20% of the total response to a TV campaign is done online within of exposure.
  35. 35. ntjohnston 21,000 ad units, across 845 campaigns, in 25 countries – bought and optimized in real-time
  36. 36. ntjohnston Smart Paid + Good Owned = More Earned Media Adaptive Marketing36 Predicted Volume of Earned Media views based on Unruly ‘Sharerank’ Brands need to develop share worthy content to increase their potential earned media. 8 4.5 2 1M Paid Views Paid Earned Views (Non Target) Earned Views (Target) E= 74,171 1M Paid Views 1M Paid Views E= 283,001 E=2,265,103 A video with a Sharerank of 8 will receive 34xmore earned views than a video with a Sharerank of 2 Source: Unruly Analytics 2013
  37. 37. ntjohnstonAdaptive Marketing37
  38. 38. ntjohnstonAdaptive Marketing38
  39. 39. ntjohnston 21,000 ad units, across 845 campaigns, in 25 countries – bought and optimized in real-time
  40. 40. THE FUTURE BELONGS TO THOSE WHO PREPARE FOR IT TODAY Malcolm X
  41. 41. 41 Changing Culture AXEL SPRINGER
  42. 42. THERE ARE ONLY TWO SOURCES OF COMPETITIVE ADVANTAGE: THE ABILITY TO LEARN MORE ABOUT OUR CUSOMTERS FASTER THAN THE COMPETITION AND THE ABILITY TO TURN THAT LEARNING INTO ACTION FASTER THAN THE COMPETITION Jack Welch

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