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Building a better brand
experience for the connected
consumer
Social Media Week CPH – 24/02/2015
#SmwDLBi #Smwcph
MEET DIGITASLBI
#SmwDLBi
3
We are a transformation agency.
We fuse creativity, technology and data to
create powerful new connections between
people and brands.
#SmwDLBi
4
USA &
Latin America
3500
UK &
MEA
1000
Nordics
250
Europe
West
550
We work in a unified way, 7,000 people across 26 countries
Germany
450
China &
APAC
1100
#SmwDLBi
5
Global engagements managed out of Nordics
#SmwDLBi
Agenda for the day
• How has marketing changed?
• How are great brands working to connect with consumers?
• How can insights inform your creativity?
• Do YOU want to try a great brand experience?
#SmwDLBi
@peraknudsen@madsbb
#SmwDLBi
Who we are…
Per A. Knudsen
Digital Media Strategist
Mads Brandt
Director of Media
MARKETING IS
GETTING
INCREASINGLY
COMPLEX
#SmwDLBi
Marketing 10 years ago
#SmwDLBi
Marketing
today
#SmwDLBi
11
So what does this mean to the
modern day marketeer?
#SmwDLBi
12
Focus in 2014…
…IS KING
Mobile
Content
Formats
Agile
Local
Social
…
13#SmwDLBi
FOCUS
IS KING!
THINK
FIRST
#SmwDLBi
“I wonder if my favorite brand of
kitchen roll has a twitter profile I
can follow.”
#SmwDLBi
16
.com
PPC
Campaign
EMAIL
MOBILE
SOCIALSEO
Just give me
what I want!
People don’t focus on touch points & disciplines
- But they go through them
#SmwDLBi
17
If we look at media, borders are blurred:
#SmwDLBi
Social
Search
Search
(Intent)
News
Feeds
(Discovery)
Industries
financial
#SmwDLBi
#SmwDLBi
MARKETING HAS
NEVER BEEN MORE
UNDEFINED
#SmwDLBi
DISRUPTION IS
ALL AROUND US
#SmwDLBi
Industries Formats
BehaviorCompanies
#SmwDLBi
#SmwDLBi
#SmwDLBi
26#SmwDLBi
But, the noise
on digital
platforms are
overwhelming
27#SmwDLBi
9 seconds
You have
6 seconds
Attention span
#SmwDLBi
WE HAVE MORE
OPPORTUNITIES TO
CONNECT THAN
EVER
#SmwDLBi
CONNECT THROUGH
RELEVANCE
#SmwDLBi
31
DATA INSIGHTS CONTEXT CONTENT
Brand
Relevance bridge
I
LOVE
HATE
THINK
BELIEVE
FEEL
WISH
Brand
platform
#SmwDLBi
#SmwDLBi
33#SmwDLBi
#SmwDLBi
GOING FROM
ONE-NIGHT STANDS TO
RELATIONSHIPS
#SmwDLBi
How do we
successfully
extend the life of
content?
Ideas
factory
Business
as usual
Campaign
Three tiers of content
Experimental
Hygiene
Iconic
#SmwDLBi
Ideas
factory
Business
as usual
Campaign
Three tiers of content
Experimental
Hygiene
Iconic
#SmwDLBi
38
Commercial calendar & campaign planning
Q1 Q2 Q3 Q4
Spring campaign
Summer/Outdoor
Preparing for the cold
Christmas campaign
#SmwDLBi
#SmwDLBi
#SmwDLBi
EXPLORE WAYS OF
SCALING YOUR
RELEVANCE
#SmwDLBi
42#SmwDLBi
We all want to
be Oreos. Real-
time marketing
machines.
#SmwDLBi
CONNECT WITH YOUR
INFLUENCERS
#SmwDLBi
MOBILISE YOUR
ORGANISATION
#SmwDLBi
46#SmwDLBi
35 ambassadors
75K impressions
787 business leads
In three months
REMEMBER YOUR
OWNED PLATFORM
#SmwDLBi
#SmwDLBi
EMPOWER YOUR
RELEVANCE
THROUGH INSIGHTS
#SmwDLBi
FUEL YOUR
CREATIVITY WITH
INSIGHTS
#SmwDLBi
#SmwDLBi
1 + 1 = 11
From Mad Men to Math Men
It starts with
asking the
right
questions…
#SmwDLBi
What do people search for?
Who is talking and influencing?
How are competitors performing?
How is the content performing?
How is the website performing?
What are the trends?
#SmwDLBi
What are people talking about?
CASE
Digging out
insights
#SmwDLBi
Create frameworks that
empower analytics and
can inform your
business…
#SmwDLBi
#SmwDLBi
“IF YOU UNDERSTAND
THE CONNECTED HUMAN
ACROSS EVERY TOUCH POINT,
IT DOESN'T MATTER WHAT THE
FUTURE BRINGS; YOU WILL BE
READY FOR IT.”
Avinash Kaushik,
- Google digital marketing evangelist
#SmwDLBi
Key take aways…
• The marketing landscape is complex, but full of opportunities
• Start with people and focus your efforts
• Brands need consistent storytelling
• Look for opportunities to include peers and colleagues
• Insights mean better informed creative solutions
#SmwDLBi
Feedback please:
speakerscore.com/BMG6
1. Answer 4 quick questions
2. Share a comment or picture, if you like
Q&A
#SmwDLBi #Smwcph

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Building a Better Brand Experience for the Connected Consumer - Social media Week 2015

Editor's Notes

  1. For 100+ years, if someone said I need a campaign, everyone knew what they were talking about. Today, that is more complex. Adobe research shows that just 9% of marketers agreed with the statement “I know our digital marketing is working”.