Aquent/AMA Webcast: Multidimensional Brand Marketing

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Today, Brand Marketing is a two-way process, with the company and consumer in constant dialogue. Marketers must now center their business around understanding- and responding to- every single touch …

Today, Brand Marketing is a two-way process, with the company and consumer in constant dialogue. Marketers must now center their business around understanding- and responding to- every single touch point of the customer journey.

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  • {"38":"http://rfish.us/YAzDgQ\n","27":"We have to start by rejecting the silo, the creative teams cannot work without the data teams.\nOmnichannel collaboration is critical to keeping the physical experience in sync with online\nSome of our clients are creating data organizations to help span these silos and avoid redundancies\nLow prioritization by CXOs, therefore inadequate resources and investment\nAgency services and segmentation used for analysis and creative in siloes, rather than for actioning tailored experiences\nHow you are organized to use the technology, not the tech itself\nWe’re all doing less “digital marketing.” Instead, we’re simply doing marketing in a digital world. This nuance will dictate your organization’s culture and marketing roadmap for the future.\n","33":"The launch of your site is the starting point for your web experience, not the finish line\n","39":"McKinsey analysis\n","28":"Why? Gartner quote.\n","34":"Smart car: Humor the haters\n","23":"Nike Fuelband as a service. Nike is not just a clothing brand, it’s a lifestyle (which provides benefits to consumers)\n","29":"Case study: Cross-channel Targeting (aka Cookie Jar)\nStaples\n","18":"End to end experience build the brand. When you start approaching briefs this way, you’ll realize that it’s all about providing value to the customer, using existing channels and creating new ones. Keeping that message consistent.\n","24":"Audi City London video\n","30":"Kevin Biondi, VP of Global Digital Marketing was tasked with a seemingly simple challenge: creating a 360 degree view of the consumer and bring personalization to the forefront of Staples’ marketing programs. How did he do it? Kevin worked across silos, with teams in media and offline customer data, to help Staples build a better view of their customer. By putting data to work for his entire organization (not just digital), he is helping Staples get as close as possible to what the consumer wants. And he did that by breaking down silos.\n","19":"So let’s look at a winning experience…\nOften when people ask us about data driven experiences, they ask what can we use for a better experience, well, here’s what’s available to airlnes… demo, activity, loyalty, and distribution\n","36":"“When you step into an intersection of fields, disciplines, of cultures, you can combine existing concepts into a large number of extraordinary new ideas.”\n","25":"Audi City London video\n","3":"My name is Ray Velez. I am the Global CTO of Razorfish and author of Converge.\n","20":"This is just the first step for Delta. \nNow the focus has fundamentally transformed:\n- From just improving ticket sales, to targeted ticket sales\n..to productize ancillary revenue that’s relevant to the customer\netc\nBasically, Delta are now able to evolve the proposition to the market and customer based on this first step. \n","9":"Analogy: \nBlack and white color\n(The Wizard of Oz)\n","37":"Eastgate, the result, has been open for only nine months, but so far Pearce seems to be succeeding: the complex has been using less than 10 percent of the energy of a conventional building its size. Old Mutual saved $3.5 million on a $36 million building because an air-conditioning plant didn't have to be imported. More important, the savings on electricity are passed along to tenants, so rents are 20 percent lower than in a new building next door.\n"}

Transcript

  • 1. Hello My name is Ray Velez. @rvelez | @razorfish | #convergebook
  • 2. Multidimensional brand marketing
  • 3. The CONVERGENCE of technology, media and creativity allows us to imagine, create and enable customer experiences like never before.
  • 4. It’s more than creativity. It’s more than technology. It’s more than media and data.
  • 5. + Creativity + Technology = Media (data) New Brand Experiences
  • 6. Creativity comes from anywhere and everywhere
  • 7. Technology offers a new palette and fuels brand experience
  • 8. Media allows for a conversation
  • 9. Creativity, Technology and Media - operating within the context of Business Strategy and Insight. Technology Creativity Media
  • 10. How do we evolve to deliver the new customer experience? To operate within convergence?
  • 11. There are 5 principles to embrace.
  • 12. Put the customer at the center. Think of your brand as a service. Reject silos. Act like a startup. Embrace diversity.
  • 13. Put the customer at the center. Think of your brand as a service. Reject silos. Act like a startup. Embrace diversity.
  • 14. Your campaign must be structured around the customer.
  • 15. Your strategy must be based on data from actual customer activity.
  • 16. Data driven customer experiences Demographic Gender/Age HH Income Family Size Education/Occupation Homeowner Flight Activity Average Fare Tickets/Year Paid First & Upgrades Coach & Discounts Award Tickets Loyalty Tenure Medallion Level Future Status HVC Distribution delta.com OTA Reservations/agency Corporate Partner Airlines
  • 17. Business Results Ticket Sales  Ancillary Revenue Upgrades Economy Comfort
  • 18. Put the customer at the center. Think of your brand as a service. Reject silos. Act like a startup. Embrace diversity.
  • 19. You’re no longer in the business of selling stuff, you’re filling consumer needs.
  • 20. Put the customer at the center. Think of your brand as a service. Reject silos. Act like a startup. Embrace diversity.
  • 21. By 2017, the CMO will spend more on technology than the CIO.
  • 22. The goal: create a 360° view of the customer.
  • 23. Put the customer at the center. Think of your brand as a service. Reject silos. Act like a startup. Embrace diversity.
  • 24. Employ agile methodology and rapid prototyping.
  • 25. The finish line is just the beginning.
  • 26. Put the customer at the center. Think of your brand as a service. Reject silos. Act like a startup. Embrace diversity.
  • 27. Ideas happen at intersections.
  • 28. Anthills inspire architecture.
  • 29. “Between 2008 and 2010, companies with more diverse top teams were also top financial performers. That’s probably no coincidence.” -McKinsey Quarterly, April 2012
  • 30. How does the company need to change?
  • 31. Everyone serves the customer.
  • 32. Start thinking like product managers.
  • 33. Stop thinking in terms of old stereotypes.
  • 34. Hire the next generation of graduates.
  • 35. Questions?
  • 36. Thank you ray.velez@razorfish.com convergebook.com | #convergebook