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No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
No Dead Ends: An Aspiration For Integration.
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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 …

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.

Published in: Design, Business
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    • 1. AN ASPIRATION FOR INTEGRATION. #NoDeadEnds
    • 2. #NoDeadEnds
    • 3. #NoDeadEnds http://a248.e.akamai.net/origin-cdn.volusion.com/9nena.fmfu2/v/vspfiles/photos/AL3Z-1813300-AA-2.jpg?1346431851
    • 4. #NoDeadEnds
    • 5. #NoDeadEnds
    • 6. #NoDeadEnds
    • 7. #NoDeadEnds
    • 8. #NoDeadEnds
    • 9. THINK OF THE MOST FAMOUS MARKETING CAMPAIGNS FROM THE LAST 5 YEARS. #NoDeadEnds
    • 10. BRAND STRATEGY CREATIVE IDEAS / EXECUTIONS CHANNEL SELECTION / PLANNING NARRATIVE + STYLISTIC COORDINATION CO-CREATED ADVERTISING #NoDeadEnds
    • 11. #NoDeadEnds
    • 12. #NoDeadEnds
    • 13. #NoDeadEnds
    • 14. #NoDeadEnds
    • 15. #NoDeadEnds
    • 16. #NoDeadEnds
    • 17. #NoDeadEnds
    • 18. #NoDeadEnds
    • 19. TRUE INTEGRATION #NoDeadEnds
    • 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. PRICE < VALUE #NoDeadEnds
    • 22. #NoDeadEnds
    • 23. BRAND RELATIONSHIP = EMOTION + #NoDeadEnds BEHAVIOR
    • 24. #NoDeadEnds
    • 25. THINK BACK TO THOSE CAMPAIGNS #NoDeadEnds
    • 26. EMOTION+ BEHAVIOR = + #NoDeadEnds DEAD ENDS
    • 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. 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. 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. 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. IMMEDIATE ENGAGEMENT OPPORTUNITIES = STRATEGIC PATHING PERSONALIZATION = SHARED INTELLIGENCE #NoDeadEnds
    • 32. #NoDeadEnds
    • 33. #NoDeadEnds
    • 34. #NoDeadEnds
    • 35. #NoDeadEnds
    • 36. #NoDeadEnds
    • 37. #NoDeadEnds
    • 38. #NoDeadEnds
    • 39. #NoDeadEnds
    • 40. #NoDeadEnds
    • 41. #NoDeadEnds
    • 42. #NoDeadEnds
    • 43. #NoDeadEnds
    • 44. #NoDeadEnds
    • 45. #NoDeadEnds
    • 46. #NoDeadEnds
    • 47. #NoDeadEnds
    • 48. #NoDeadEnds
    • 49. #NoDeadEnds
    • 50. And Yes… Let’s Talk TV. #NoDeadEnds #NoDeadEnds
    • 51. URL Hash Tag Search Term Zoove SMS Short Code Phone Number Audio Tagging QR Code Call To Offline #NoDeadEnds
    • 52. #NoDeadEnds
    • 53. #NoDeadEnds
    • 54. DIRECTV #NoDeadEnds
    • 55. Insert Your Spot Here #NoDeadEnds Name Age Location Email Time of Day Weather Friends Interests Check-Ins Current Show
    • 56. And That’s Just TV #NoDeadEnds
    • 57. #NoDeadEnds
    • 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. BRAND RELATIONSHIP = EMOTION + BEHAVIOR TRUE INTEGRATION = NO DEAD ENDS. #NoDeadEnds
    • 60. SO WHAT CAN WE DO? #NoDeadEnds
    • 61. #1 - Stop Hiding Behind Excuses #NoDeadEnds
    • 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. #NoDeadEnds
    • 64. DPZ $3.30 #NoDeadEnds $66.50
    • 65. #NoDeadEnds http://www.siliconcloud.com/Portals/55887/images/david-and-goliath-sumos22.jpg
    • 66. #2 - Provide more than just entertainment value #NoDeadEnds
    • 67. “True innovation can come from the natural creative tension between focusing on brand needs and customer needs” - UX Magazine #NoDeadEnds
    • 68. #NoDeadEnds
    • 69. #NoDeadEnds
    • 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. 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. #NoDeadEnds
    • 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. #NoDeadEnds
    • 75. BRAND RELATIONSHIP = EMOTION + BEHAVIOR #NoDeadEnds
    • 76. #NoDeadEnds
    • 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. 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. But wait… #NoDeadEnds
    • 80. Yes. It’s all of our jobs. And when we do it… #NoDeadEnds
    • 81. The whole can be more than the sum of the parts. #NoDeadEnds
    • 82. You can talk to a customer as an individual and not as a demographic. #NoDeadEnds
    • 83. Your customers can get to what they want faster. #NoDeadEnds
    • 84. You can measure step-by-step conversion through the funnel. #NoDeadEnds
    • 85. Any advertisement or media can be one click or pic from a sale. #NoDeadEnds
    • 86. You can focus on the 2nd 3rd and 4th purchases just as much as the 1st. #NoDeadEnds
    • 87. #NoDeadEnds
    • 88. You can truly be integrated and enjoy the results and relationships that come with it. #NoDeadEnds
    • 89. MATT WALSH | @IceColdVideo | www.NoDeadEnds.biz © 2013 Crispin Porter and Bogusky, LLC. All rights reserved.

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