Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"
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Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"

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Why are consumers so far ahead of marketers when it comes to integrating digital media into their daily lives? Why is it so hard to sell through digital programs in large and small marketing ...

Why are consumers so far ahead of marketers when it comes to integrating digital media into their daily lives? Why is it so hard to sell through digital programs in large and small marketing organizations? How can we show ROI in terms of customer acquisition and value, rather than try to justify it with eyeballs and click-thrus? What does it take to get CMOs to embrace and invest in digital for the long haul? How can we all get together on the path to digital success?

Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, will share his view about how the current community of clients, agencies, and partners must change their mindset, approach and strategy if they are to avoid the roller coaster ride to digital hell. Using a wide variety of examples from consumer goods and business-to-business marketers around the world, Fetherstonhaugh will show how the stairway to digital heaven is not about shiny one-offs; it’s about making the most of behavioral data, employing disciplined testing, understanding the power of social media, and building a platform for the future.

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Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?" Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?" Presentation Transcript

  • THE DIGITAL BRIAN FETHERSTONHAUGH FUTURE CHAIRMAN & CEO, OGILVYONE WORLDWIDE IMEDIA BRAND SUMMIT SEPTEMBER 14, 2010 Monday, September 20, 2010 1
  • HIGHWAY TO HELL Monday, September 20, 2010 2
  • HIGHWAY TO HELL Monday, September 20, 2010 3
  • THE MARKETER’S HOT SEAT More Innovation! More Accountability! Monday, September 20, 2010 4
  • THE MARKETING CONFIDENCE GAP 40% 30% 20% The Marketing Con dence Gap 10% 0% 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 % Consumer Time Spent Online % Advertising Dollars Spent Online Source: eMarketer 2008, EdisonMedia Research 2008, MRI 2008, Nielsen Media Research 2008, Neo@Ogilvy Media Analytics, PricewaterhouseCoopers LLP Wilkofsky Gruen Associate. November 2009 Report. , Monday, September 20, 2010 5
  • Yaaay! Wheee! Wow! • One-off mentality • Perpetual start-up mode • Chasing the next shiny object Monday, September 20, 2010 6
  • Monday, September 20, 2010 7
  • HIGHWAY TO HELL Monday, September 20, 2010 8
  • STAIRWAY TO HEAVEN Monday, September 20, 2010 9
  • STAIRWAY TO HEAVEN Monday, September 20, 2010 10
  • •Mindset •Pathway •Platform •Discipline Monday, September 20, 2010 11
  • THE RIGHT MINDSET Four Ps Four Es Product Experience Place Everyplace Price Exchange Promotion Evangelism Monday, September 20, 2010 12
  • CREATING THE STAIRWAY TO HEAVEN ADD TEST #4 OPTIMIZE #1, 2, 3 ADD TEST #3 •Digital Ambition OPTIMIZE #1, 2 •Customer Journey •Platform Choices ADD TEST #2 OPTIMIZE #1 START HERE PILOT TEST #1 TIME PHASE 1 PHASE 2 PHASE 3 PHASE 4 Monday, September 20, 2010 13
  • Monday, September 20, 2010 14
  • “Stop the campaignery.” Monday, September 20, 2010 15
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  • © 2009 IBM Corporation © 2009 IBM Corporation Monday, September 20, 2010 19
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  • IBM Wimbledon SEER 2010 Monday, September 20, 2010 21
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  • Link & Text n lo g-in butto Button Text Button Color Number of Offers Monday, September 20, 2010 28
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  • Original Optimized +15% Monday, September 20, 2010 30
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  • It all starts with Mom The universal insight Am I doing the best for my baby? Monday, September 20, 2010 43
  • Understanding Mother’s Journey Personas GSI Consumer Intent Model 2009 Monday, September 20, 2010 44
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  • We need to focus on Mom, not just websites Social Networks Friends & Family Websites Social Search & Blogs e-Commerce Monday, September 20, 2010 47
  • A creative platform that grows with mum and baby. Monday, September 20, 2010 48
  • Mobile apps Monday, September 20, 2010 49
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  • WHERE WILL YOU LEAD US ? Monday, September 20, 2010 53
  • STAIRWAY TO HEAVEN Monday, September 20, 2010 54
  • HIGHWAY TO HELL Monday, September 20, 2010 55
  • brian.fetherstonhaugh@ogilvy.com Monday, September 20, 2010 56
  • THE DIGITAL BRIAN FETHERSTONHAUGH FUTURE HIGHWAY TO HELL OR STAIRWAY TO HEAVEN? CHAIRMAN & CEO, OGILVYONE WORLDWIDE IMEDIA BRAND SUMMIT SEPTEMBER 14, 2010 Monday, September 20, 2010 57