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Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
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Digital is dead
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Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
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Digital is dead

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it is not about adding a new discipline, but about changing the way everyone works, everyday

it is not about adding a new discipline, but about changing the way everyone works, everyday

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  • 1. Leadership developmentprogrammthe end ofdigital<br />kaiplatschkechief digital officer<br />mccannworldgroupfrance10.06.2010prague<br />
  • 2. What i do not want to talk about today<br />
  • 3. Consumers have taken over media<br />
  • 4. Web 2.0 3.0 4.0 etc.<br />
  • 5. Nike+<br />
  • 6. Forget about « digital »<br />
  • 7. Digitalisonly the opposite of analogue<br />
  • 8. DIGITAL ?<br />THE 2010<br />RAZORFISH<br />OUTLOOK REPORT<br />TOPLINE FINDINGS<br />
  • 9. Digital is not a channel<br />TV<br />PRINT<br />POS<br />CRM<br />DIGITAL<br />
  • 10. TV is DIGITAL <br />
  • 11. PRINT is DIGITAL <br />
  • 12. OOH is DIGITAL <br />
  • 13. SPONSORING is DIGITAL <br />
  • 14. productis DIGITAL <br />
  • 15. all channelswillbe digital<br />TV<br />PRINT<br />POS<br />CRM<br />DIGITAL<br />DIGITAL<br />DIGITAL<br />DIGITAL<br />
  • 16. There is no « digital » for consumers<br />
  • 17. There is no « social » for consumers<br />
  • 18. 2009 (2008)<br />ONLINE USER DECLINATION<br />ONLY 1 YEAR DIFFERENCE<br />JOINERS RISING HIGH<br />Base: 13,834 EU online adults<br />Source: European Benchmark Survey, Q2 2008 & 2009<br />
  • 19. all channelswillbe social<br />TV<br />PRINT<br />POS<br />CRM<br />DIGITAL<br />DIGITAL<br />DIGITAL<br />DIGITAL<br />SOCIAL<br />SOCIAL<br />SOCIAL<br />SOCIAL<br />
  • 20. There isonly « life »<br />
  • 21. Facebook is life<br />
  • 22. Gaming is life<br />
  • 23. Using a Mobile phone is life<br />
  • 24. Samesame but different for the agencies<br />
  • 25. color<br />
  • 26. Fromsayingto doing<br />
  • 27. Advertisingneeds to help brands tobecome part of life<br />
  • 28. Frombuyingreach to winningit<br />
  • 29. media agencieswillbe people agencies<br />
  • 30. brands as calls to action<br />
  • 31. brands as calls to action<br />
  • 32. you have to be the brand youpretend to be<br />
  • 33. bloggerscan’tsaveyour life!<br />
  • 34. It’s a marketing shift<br />
  • 35.
  • 36. The problemwith the adaptation speed<br />CONSUMERS<br />AGENCIES<br />CLIENTS<br />
  • 37.
  • 38. AdaptationLevels<br />
  • 39. 321<br />
  • 40. 360<br />
  • 41. 365<br />
  • 42. Customer utility<br />
  • 43. zipcar<br />
  • 44. MINT<br />
  • 45. FED EX<br />
  • 46. LEXUS<br />
  • 47. obama<br />
  • 48. useful new engagingballs brand transformational accessibleexecution<br />
  • 49. Finding a place for digital in the agency<br />
  • 50. If webelievethis, then …<br />TV<br />PRINT<br />POS<br />CRM<br />DIGITAL<br />DIGITAL<br />DIGITAL<br />DIGITAL<br />SOCIAL<br />SOCIAL<br />SOCIAL<br />SOCIAL<br />
  • 51. 360 ideasdigitalized<br />365 SM concepts<br />Microsites<br />(Banner) Campaigns<br />McCANN<br />DIGITAL<br />Online Branding<br />FB<br />ADVERTISING<br />BRANDING<br />The CP comesfrom one of ouragencies and isresponsible for overall coordination<br />MEDIA<br />MB<br />CLIENT PARTNER<br />MULTIMEDIA<br />G<br />Online touchpoints<br />Owned, paid, earnedshares<br />SEO, SEM<br />Performance<br />Research<br />PR<br />Video Content<br />Broadcasting<br />WebTV<br />Online Events<br />BTL<br />POS<br />WS<br />CRM<br />eINFLUENCE<br />Relatiponships to online journalists and bloggers<br />eINFLUENCE<br />Relatiponships to online journalists and bloggers<br />Online kiosks at POS, interactive touchscreens and isntallations<br />eCommerce<br />Online CRM porgrams<br />Loyalty/ point systems<br />CommunityMgmt and customer helpdesk<br />Online portals<br />Customer Utility<br />MRM<br />
  • 52. ANGLE<br />
  • 53. thinking<br />
  • 54. From a strategy to a digital strategy?<br />
  • 55. BRAND VISION<br />STRATEGY<br />COMMUNICATION THEME<br />COMMUNIC. INFLUENCE<br />DIGITAL STRATEGY<br />PLATFORMS<br />DIGITAL STRATEGY<br />
  • 56. TOGETHER FROM THE BEGINNING<br />DIGITAL<br />TRADITIONAL<br />ONLY ONE BOAT<br />
  • 57. HOW Can I help you?<br />
  • 58. ABC APPROACH<br />Audience insights<br />Target groups, values, way of life?<br />Role of the product or brand?<br />Needs, motivations, barriers?<br />Which media? <br />…audience continued<br />When, where, how often, how long?<br />Information gathering behavior: brand sites, information portals, weblogs, communities? <br />Who are the opinion leaders?<br />A<br />C<br />B<br />Competitive insights<br />Digital market drivers? Today? Tomorrow?<br />Category competitors? Digital competitors?<br />What could the brand do which would be unique in this context?<br />Brand insights<br />SWOT analysis?<br />Desired digital brand experience?<br />Role of Internet and mobile?<br />Communication goals?<br />Which digital added-values possible?<br />Strategic <br />recommendations<br />
  • 59. Planning Framework<br />BRAND ROLE<br />BRAND ESSENCE<br />STRATEGY<br />GOAL<br />BEHAVIOURAL PILLARS<br />PLATTFORMS<br />
  • 60. cases<br />
  • 61. casel’oreal<br />
  • 62. caseNESPRESSO club<br />
  • 63. case<br />
  • 64. casemaybelline<br />
  • 65. trends<br />
  • 66. Digitalized reality<br />
  • 67. PERSONALIZATION<br />promote<br />reward<br />entertain<br />inform<br />young adults<br />stakeholders<br />mums & families<br />General info / MUYOM <br />
  • 68. young adults<br />
  • 69. mums & families<br />
  • 70. stakeholders<br />
  • 71. Clever-er retail<br />
  • 72.
  • 73.
  • 74.
  • 75.
  • 76.
  • 77. « Paying? »Cleverspreadsimplyviewed<br />
  • 78. Technologyisnever a barrier<br />
  • 79. No fear<br />
  • 80. All predictions come true<br />
  • 81. cars willfly<br />
  • 82. End of linear tv<br />
  • 83. internet willbeeverywhere and free<br />
  • 84. All media willbestreamed (free of charge?)<br />
  • 85. mastercardwill not be a plastic cardanymore<br />
  • 86. Learnunlearnrelearndailythanks.<br />

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