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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

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