Presentation at Ad : Tech China about the future of marketing communications, creativity, social media content management, marketing automation and innovation for brands in Asia and globally. By Zaheer Nooruddin, Head of Digital Innovation for Asia at creative communications agency, GOLIN. Presented in June 2015

3. Today.Today.

4. "Half the money I spend on"Half the money I spend on
advertising is wasted.advertising is wasted.
Trouble is I don't knowTrouble is I don't know
which half."which half."
John Wannamaker

5. A story aboutA story about
the future.the future.

6. Today:
Era of Clicks and Swipes.

7. Already today:Already today:
Mobile is so captivatingMobile is so captivating
60%60% of youth would give upof youth would give up
TV first.TV first.
Global Mobile Landscape Report 2015

8. Today:Today:
Global MarketingGlobal Marketing
marketplacemarketplace
1 Trillion1 Trillion
US$US$
MarTech & The Decade of the CMO Report 2015

9. Today:Today:
Global Ad SpendGlobal Ad Spend
$500 Billion$500 Billion
MarTech & The Decade of the CMO Report 2015

10. Today:Today:
1% of $1 Trillion1% of $1 Trillion
MarketingMarketing
Technology.Technology.
MarTech & The Decade of the CMO Report 2015

11. The Future.The Future.

12. An Era of Gestures.An Era of Gestures.

13. Glass, Skin, andGlass, Skin, and
Walls.Walls.

15. World of Sensors.World of Sensors.

17. 50.1 Billion50.1 Billion
Connected:Connected:
DevicesDevices
2020.2020.

18. "The best advertising"The best advertising
isn't advertising."isn't advertising."

19. The Future ofThe Future of
Communications.Communications.
Really good!Really good!

20. Next 5 years:
80% of all media
consumed digitally.
Digital Futures Report 2015

21. Far greaterFar greater
at scale,at scale,
in real-time.in real-time.
Consumer insightConsumer insight

22. Half of all mediaHalf of all media
consumed will be onconsumed will be on
Wearables & Mobile.Wearables & Mobile.
Gartner Report 2014

23. MarketingMarketing
Technology.Technology.
MarTech & The Decade of the CMO Report 2015
10x10x

24. No one will click onNo one will click on
ads (or on anything)ads (or on anything)
anymore.anymore.

25. Hire an agency.Hire an agency.
Launch a campaign.Launch a campaign.
Repeat. Repeat.Repeat. Repeat.
Repeat.Repeat.
Repeat.Repeat.

26. "The traditional agency"The traditional agency
is fundamentally brokenis fundamentally broken
when we canwhen we can
crowdsource 20 ideascrowdsource 20 ideas
instead of one."instead of one."
Guy Longworth, Sony PlayStation, CMO

27. RIP.RIP.

28. Bye bye, interruption.Bye bye, interruption.

29. Already today:Already today:
9 of 10 consumers9 of 10 consumers
want brands to makewant brands to make
ads that feel likeads that feel like
stories.stories.

30. Storytelling.Storytelling.
Going beyondGoing beyond
self-congratulations.self-congratulations.
More thanMore than gimmicksgimmicks
to sell more crap.to sell more crap.

31. To sell more,To sell more,
stop selling.stop selling.
Please?

32. The Future.The Future.

33. Retention
ReferralAcquisition
Intention
Consideration
Awareness
Relevance
Same, same,Same, same,
but different.but different.

34. People don't readPeople don't read
ads. They read whatads. They read what
interests them, andinterests them, and
sometimes it's an ad.sometimes it's an ad.
Howard Gossage

35. Deep insights.Deep insights.

36. Single view of theSingle view of the
customer.customer.

37. Non-linear mediaNon-linear media
consumption.consumption.

39. Linear content.Linear content.

41. , not ads., not ads.StoriesStories

42. Every company hasEvery company has
stories to tell.stories to tell.

43. PurposefulPurposeful ValuableValuable
Brand DNABrand DNA
The future:The future: 3 types of3 types of
communicationscommunications

44. "Storytelling is about relationship"Storytelling is about relationship
——
Describing the world of your audienceDescribing the world of your audience
What they care aboutWhat they care about
Where they are trying to get in life.”Where they are trying to get in life.”
Michael Margolis, CEO

45. Culture of theCulture of the
brand.brand. O2OO2O
ValuableValuable

46. Brand DNABrand DNA

47. Unbranded,Unbranded,
curated storytelling.curated storytelling.

48. 89% of marketers89% of marketers
agree thatagree that
3rd-party content is3rd-party content is
more credible.more credible.

49. Go deeper.Go deeper.

50. Aggregate data across channels
and devices in real-time
to gain a single view of each
customer.
Build models that
predict customer preferences,
at scale, cost- effectively,
in real-time.

51. MassMass
personalization.personalization.

52. Mass
Personalization

53. Personalize every brand
experience with a unified
customer profile.

54. Market to the few.Market to the few.

55. Audience
Targeting

56. In mobile gamesIn mobile games
60% of revenues60% of revenues
from 0.23% offrom 0.23% of
players.players.
The Swrve Monetization Report 2015

57. artificialartificial
intelligenceintelligence
learn buy
optimize
create
plan
storystory
sciencescience
Communications, at scale

58. CreateCreate authentic stories at scale,authentic stories at scale,
in many formats.in many formats.
Distribute across fragmentedDistribute across fragmented
channels.channels.
Identify and work withIdentify and work with
advocates.advocates.

59. Content Marketing
At Scale

60. Inform and inspireInform and inspire
in the same message.in the same message.

61. Make It CountMake It Count Brand DNABrand DNA

63. As a brand,As a brand,
becomebecome media.media.

64. Surface
relevant content
across all touchpoints
at optimal times.

65. Use LocationUse Location
to increase the relevance ofto increase the relevance of
content to the consumer.content to the consumer.
Right message, time, place.

69. “The launch of Journey is
an opportunity to shift the way we
communicate online.”
Signaling ambitions to move to multimedia and curated content.

70. Help a Child reach 5Help a Child reach 5
PurposefulPurposeful

71. Make it impossibleMake it impossible
not to share.not to share.
#Creativity #NotDistribution

72. What’s the first thing aWhat’s the first thing a
child says when shechild says when she
learns to talk?learns to talk?

73. "Tell me a story.""Tell me a story."

74. In the future,In the future,
if all else fails...if all else fails...

75. Thanks.Thanks.
Zaheer NooruddinZaheer Nooruddin
Head of Digital Innovation, Asia
@DIGIBLE