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A Story Of Transformation

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From ad agency to digital agency. From old blue chip brands to new blue chip brands. A first-person overview of the transformation marketers, agencies and brands must make to remain competitive in …

From ad agency to digital agency. From old blue chip brands to new blue chip brands. A first-person overview of the transformation marketers, agencies and brands must make to remain competitive in tomorrow's marketplace.

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Transcript

  • 1. A Story Of Transformation. ! ! Dean Elissat VP Client Engagement
  • 2. The World I Come From.
  • 3. Three Key Elements.
  • 4. Nice Digs.
  • 5. Creative Thinkers.
  • 6. NOT TOO MENTION. YOUNG AND GOOD LOOKING.
  • 7. Human Curiosity.
  • 8. 1,000+ 9.
  • 9. twenty years =
  • 10. The World I Head Into.
  • 11. Most Valuable Brands 2001 ! 1. Coca-Cola 2. Microsoft 3. IBM 4. GE 5. Nokia 6. Intel 7. Disney 8. Ford 9. McDonald’s 10. AT&T Most Valuable Brands 2014 ! 1. Apple 2. Samsung 3. Google 4. Microsoft 5. Verizon 6. GE 7. AT&T 8. Amazon 9. Walmart 10. IBM
  • 12. Adapt Or Die.
  • 13. Average Number Of Household Digital Connected Devices 6-15 10 BILLION DIGITAL DEVICES WORLDWIDE ! 200 BILLION CONNECTED DEVICES BY 2021 ! 2.5 BILLION USERS OF THE INTERNET ! $259 BILLION SPENT LAST YEAR THROUGH ECOMMERCE (U.S) ! 60 BILLION iPHONE APPS DOWNLOADED TO DATE ! 1.2 BILLION FACEBOOK USERS ! TEENS SPEND 7.5 HOURS OF DIGITAL SCREEN TIME A DAY ! ADULTS SPEND OVER 45 HRS/MTH ON THE INTERNET (NOT INCLUDING PORN)
  • 14. 17 Start With Discovery. Recommended activities include: ! • Research audit. • Internal stakeholder interviews. • Competitive audit. • Content inventory audit and process review. • Key user scenario development. • Feature matrix definition. Everything Is Digital Now.
  • 15. 18 The Digital Wave. Me. (and the rest of the ad agency community)
  • 16. 19
  • 17. 20 Leap.
  • 18. 21 Engine Digital. Van & NYC.
  • 19. Three Distinct Differences.
  • 20. 23 Gulp.
  • 21. Old Brief. ! Target Audience. Consumer Insight. Message To Deliver. Reason To Believe. The New Brief. ! Community Served. Value We Add. Engagement Strategy. Content Strategy. Technology Platforms. Measure Of Success.
  • 22. Ad Agency. ! Big Ideas. Conceptual. Has Legs. GRPs. CPMs. Integrated. Award Winning. Digital Agency. ! Engagement. Responsive. Agile Process. A/B Testing. SEO, SEM, PPC. HTML5, PHP,.NET. DRM, APIs. CMS, CRM.
  • 23. Brands Also Transforming.
  • 24. Born Digital. Behaviour Based.
  • 25. Digital Brand Principles.
  • 26. Shift From Messaging Toward Experiences & Content Delivery Be Useful. 1
  • 27. Reflect, Change, Empower Values, Attitudes And Behaviours. Cultural Tool.
  • 28. 34 Revolution?
  • 29. Move Past Competitive Bar Of Entry. Look. Then Leap.
  • 30. 36 Internet Of Things.
  • 31. Avoid Silo’d Interaction With Consumers. We Live Cross-Platform. Think Connected.
  • 32. Consumers Feel More Positive About A Brand When Interaction Is Personalized. Plan For Humans.
  • 33. Focus On What Is Of The Highest Value For Your User. Do Less. Better.
  • 34. I Cannot Live Without… Be Essential.
  • 35. Be Useful. Form Culture. Leap Ahead. Connected Platform. Get Personal. Less Is More. Essential.
  • 36. Digital Maturity Transformation.MARKETERS
  • 37. Isn’t. Lowest Bar Of Entry. Technology Sake. Interim Toe Dip.
  • 38. Drivers. Leadership Vision. Organizational Intent. Business Insight. “Purpose before profit”.
  • 39. Barriers. Organizational Culture. Resource Prioritization. Cost Vs Investment. “Bans working from home”.
  • 40. 3rd.In Search Engine Use
  • 41. Sectors. Banking. Insurance. Travel Hospitality.
  • 42. Digital Maturity Transformation.AGENCIES
  • 43. New DNA. Redefine Value. Evolve Service Mix. Restructure Revenue Model.
  • 44. EngineDigital Strategy partner Vendor partner Can you design and build our website? ! Respond With: Scope & Budget
  • 45. EngineDigital Strategy partner Vendor partner Can you define what our website should be? ! Respond With: Content Strategy & Approach
  • 46. EngineDigital Strategy partner Vendor partner Can you help define our online strategy? ! Respond With: User-Centered Strategic Plan
  • 47. EngineDigital Strategy partner Vendor partner What other digital experiences should we consider? ! Respond With: Digital Roadmap Strategy
  • 48. EngineDigital Strategy partner Vendor partner Can you identify new business opportunities in the digital landscape? ! Respond With: Digital Business Transformation Strategy
  • 49. EngineDigital
  • 50. Age Of Transformation Inspiration.
  • 51. Never be afraid to go too far, for true success lies just beyond. Marcel Proust 18th Century Writer & Original Hipster @therealproust #deadbutnotgone

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