No Dead Ends: An Aspiration For Integration.

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While most of us aspire for our brand’s communications to be “integrated”, the vast majority of marketers still push out scattershot executions. Executions that are focused on creating emotional preference with little understanding of how they fit into a consumer’s experiential relationship with the brand. We end up launching Dead Ends, where “integrated” brand narratives are betrayed by antiquated, fragmented and generic user journeys to purchase and beyond.

But the modern, interconnected world finally offers the opportunity for something greater than that, on the scale and price that we need. Now we all just have to get over our institutional limitations and established routines to realize the possibilities.

This session explores case studies that showcase tactics for brands to eliminate the dead ends in their ecosystems, and realize the relationships, conversion and consumer value that comes with that.

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  • No Dead Ends: An Aspiration For Integration.

    1. 1. AN ASPIRATION FOR INTEGRATION. #NoDeadEnds
    2. 2. #NoDeadEnds
    3. 3. #NoDeadEnds http://a248.e.akamai.net/origin-cdn.volusion.com/9nena.fmfu2/v/vspfiles/photos/AL3Z-1813300-AA-2.jpg?1346431851
    4. 4. #NoDeadEnds
    5. 5. #NoDeadEnds
    6. 6. #NoDeadEnds
    7. 7. #NoDeadEnds
    8. 8. #NoDeadEnds
    9. 9. THINK OF THE MOST FAMOUS MARKETING CAMPAIGNS FROM THE LAST 5 YEARS. #NoDeadEnds
    10. 10. BRAND STRATEGY CREATIVE IDEAS / EXECUTIONS CHANNEL SELECTION / PLANNING NARRATIVE + STYLISTIC COORDINATION CO-CREATED ADVERTISING #NoDeadEnds
    11. 11. #NoDeadEnds
    12. 12. #NoDeadEnds
    13. 13. #NoDeadEnds
    14. 14. #NoDeadEnds
    15. 15. #NoDeadEnds
    16. 16. #NoDeadEnds
    17. 17. #NoDeadEnds
    18. 18. #NoDeadEnds
    19. 19. TRUE INTEGRATION #NoDeadEnds
    20. 20. MODERN MARKETING: Create and strengthen people’s relationships with brands and products through the providing of value for both consumer and company. #NoDeadEnds
    21. 21. PRICE < VALUE #NoDeadEnds
    22. 22. #NoDeadEnds
    23. 23. BRAND RELATIONSHIP = EMOTION + #NoDeadEnds BEHAVIOR
    24. 24. #NoDeadEnds
    25. 25. THINK BACK TO THOSE CAMPAIGNS #NoDeadEnds
    26. 26. EMOTION+ BEHAVIOR = + #NoDeadEnds DEAD ENDS
    27. 27. A DEAD END: Any consumer touch point that doesn’t measurably and intelligently encourage a consumer’s journey down the funnel through personalization and / or immediate engagement opportunities. #NoDeadEnds
    28. 28. A DEAD END: Any consumer touch point that doesn’t measurably and intelligently encourage a consumer’s journey down the funnel through personalization and / or immediate engagement opportunities. #NoDeadEnds
    29. 29. A DEAD END: Any consumer touch point that doesn’t measurably and intelligently encourage a consumer’s journey down the funnel through personalization and / or immediate engagement opportunities. #NoDeadEnds
    30. 30. A DEAD END: Any consumer touch point that doesn’t measurably and intelligently encourage a consumer’s journey down the funnel through personalization and / or immediate engagement opportunities. #NoDeadEnds
    31. 31. IMMEDIATE ENGAGEMENT OPPORTUNITIES = STRATEGIC PATHING PERSONALIZATION = SHARED INTELLIGENCE #NoDeadEnds
    32. 32. #NoDeadEnds
    33. 33. #NoDeadEnds
    34. 34. #NoDeadEnds
    35. 35. #NoDeadEnds
    36. 36. #NoDeadEnds
    37. 37. #NoDeadEnds
    38. 38. #NoDeadEnds
    39. 39. #NoDeadEnds
    40. 40. #NoDeadEnds
    41. 41. #NoDeadEnds
    42. 42. #NoDeadEnds
    43. 43. #NoDeadEnds
    44. 44. #NoDeadEnds
    45. 45. #NoDeadEnds
    46. 46. #NoDeadEnds
    47. 47. #NoDeadEnds
    48. 48. #NoDeadEnds
    49. 49. #NoDeadEnds
    50. 50. And Yes… Let’s Talk TV. #NoDeadEnds #NoDeadEnds
    51. 51. URL Hash Tag Search Term Zoove SMS Short Code Phone Number Audio Tagging QR Code Call To Offline #NoDeadEnds
    52. 52. #NoDeadEnds
    53. 53. #NoDeadEnds
    54. 54. DIRECTV #NoDeadEnds
    55. 55. Insert Your Spot Here #NoDeadEnds Name Age Location Email Time of Day Weather Friends Interests Check-Ins Current Show
    56. 56. And That’s Just TV #NoDeadEnds
    57. 57. #NoDeadEnds
    58. 58. “Thanks to the Internet and digital technology, agencies are finding that the realization of their clients’ ultimate fantasy -- the ability to customize a specific message to a specific person at a specific moment -- is within their grasp. It is also one very complex nightmare.” - FAST COMPANY #NoDeadEnds
    59. 59. BRAND RELATIONSHIP = EMOTION + BEHAVIOR TRUE INTEGRATION = NO DEAD ENDS. #NoDeadEnds
    60. 60. SO WHAT CAN WE DO? #NoDeadEnds
    61. 61. #1 - Stop Hiding Behind Excuses #NoDeadEnds
    62. 62. We don’t have the time. We don’t have the budget. We can’t take risks. Our customers aren’t ready. We don’t have the ideas to pull it off. There are too many politics. I can’t change anything myself. #NoDeadEnds #NoDeadEnds
    63. 63. #NoDeadEnds
    64. 64. DPZ $3.30 #NoDeadEnds $66.50
    65. 65. #NoDeadEnds http://www.siliconcloud.com/Portals/55887/images/david-and-goliath-sumos22.jpg
    66. 66. #2 - Provide more than just entertainment value #NoDeadEnds
    67. 67. “True innovation can come from the natural creative tension between focusing on brand needs and customer needs” - UX Magazine #NoDeadEnds
    68. 68. #NoDeadEnds
    69. 69. #NoDeadEnds
    70. 70. #3 - Ask #NoDeadEnds A DEAD END: Any consumer touch point that doesn’t measurably and what” “Thenintelligently encourage a consumer’s journey down the funnel through personalization and/or immediate engagement opportunities.
    71. 71. SIMPSONIZE ME Let’s give people the chance to inject themselves into the Simpson’s world by making a tool to convert people to actual characters, starting with the King. THEN WHAT? RESTAURANT #NoDeadEnds SITE EMAIL OPT-IN EMAIL OFFERS
    72. 72. #NoDeadEnds
    73. 73. A DEAD END: Any consumer touch point that doesn’t measurably and intelligently encourage a consumer’s journey down the funnel through personalization and/or immediate engagement opportunities. #4 - Move Past “Digital vs. Traditional” #NoDeadEnds
    74. 74. #NoDeadEnds
    75. 75. BRAND RELATIONSHIP = EMOTION + BEHAVIOR #NoDeadEnds
    76. 76. #NoDeadEnds
    77. 77. #5 – Consider #NoDeadEnds A DEAD END: Any consumer touch point that doesn’t measurably and intelligently encourage a partnership. a consumer’s journey down the funnel through personalization and/or immediate engagement opportunities.
    78. 78. CREATIVE BRAND BIG IDEAS CAMPAIGNS EXECUTIONS - Tone - Look + Feel - Narrative - Reinforcement of the brand EMOTIONAL RELATIONSHIP #NoDeadEnds EXPERIENCE DESIGNERS FUNNEL ECOSYSTEM JOURNEY UTILITY - Pathing - Shared Intelligence - Contextual States - Funnel Conversion BEHAVIORAL RELATIONSHIP
    79. 79. But wait… #NoDeadEnds
    80. 80. Yes. It’s all of our jobs. And when we do it… #NoDeadEnds
    81. 81. The whole can be more than the sum of the parts. #NoDeadEnds
    82. 82. You can talk to a customer as an individual and not as a demographic. #NoDeadEnds
    83. 83. Your customers can get to what they want faster. #NoDeadEnds
    84. 84. You can measure step-by-step conversion through the funnel. #NoDeadEnds
    85. 85. Any advertisement or media can be one click or pic from a sale. #NoDeadEnds
    86. 86. You can focus on the 2nd 3rd and 4th purchases just as much as the 1st. #NoDeadEnds
    87. 87. #NoDeadEnds
    88. 88. You can truly be integrated and enjoy the results and relationships that come with it. #NoDeadEnds
    89. 89. MATT WALSH | @IceColdVideo | www.NoDeadEnds.biz © 2013 Crispin Porter and Bogusky, LLC. All rights reserved.

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