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Timo Kruskopf ja Heikki Karjaluoto: TAPPAAKO AUTOMAATIO LUOVAN MARKKINOINNIN

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Timo Kruskopf ja Heikki Karjaluoto: TAPPAAKO AUTOMAATIO LUOVAN MARKKINOINNIN

  1. 1. Markkinoinnin professori Heikki Karjaluoto Jyväskylän yliopisto Toimitusjohtaja Timo Kruskopf Idea Developement ID OyTAPPAAKO AUTOMAATIO LUOVANMARKKINOINNIN JA MITEN TYÖN TEKEMINEN MUUTTUU?
  2. 2. Luovuudella on edelleen paikkansa!
  3. 3. Miten yhteistyö muuttuu luovan toimiston kanssa?
  4. 4. What is a big idea?
  5. 5. // WHAT’S THE BIG IDEA? Multiple Audience Dimensions
  6. 6. // WHAT’S THE BIG IDEA? Multiple Media Dimensions Multiple Audience Dimensions
  7. 7. // WHAT’S THE BIG IDEA? Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
  8. 8. // WHAT’S THE BIG IDEA? We don’t sell chewing gum •High Stakes •Complex •Specific •Fragmented •Long-Tail
  9. 9. // BUYER JOURNEY EFM 6-12 month buying cycle Awareness Interest Learn Evaluate Justify Purchase Create demand Search begins Solutions identified Solutions evaluated Shortlist assembled Selection made against needs Suspect Prospect MQL* SAL (telesales) SQL (acct man) Customer Marketing (Brand contact) Sales (Personal sales contact - nurturing process still automated) Search Online journals Social media Review sitesComparison sites Blogs Presentations Podcasts Demos Testimonials Infographics Webinars Case studies Articles Viral videos E-books Whitepapers Trend reports Feature guides Analyst reports Pricing guides Newsletters
  10. 10. // DEFINING THE BIG LONG IDEA BIG•LONG•IDEA 1.An idea that can drive and sustain audience engagement across all forms of media, and through every stage of the business customer lifecycle 2.BBN’s proven methodology for developing effective, multichannel B2B creative that builds brand, drives demand and unlocks opportunity, everywhere it exists
  11. 11. The Long Idea TimeAware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
  12. 12. The Long Idea TimeAware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
  13. 13. The Long Idea TimeAware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
  14. 14. The Long Idea TimeAware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
  15. 15. The Long Idea TimeAware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
  16. 16. // EVALUATING BIG LONG IDEAS – INTERNAL INPUTS 1. Is it contextually relevant? To the brand, product and strategy/objectives 2. Is it positively different? From competitors, comparisons and clichés 3. Is it multi-dimensional? Across channels, audiences and stages
  17. 17. // EVALUATING BIG LONG IDEAS – EXTERNAL INPUTS Head Heart“The Three H’s” Holy $#!+
  18. 18. Big Long Idea // IntraLinks
  19. 19. The Long Idea TimeAware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
  20. 20. Target: Information Technology Target: General Counsel
  21. 21. Mobile DisplayIn-App Ads
  22. 22. The Long Idea TimeAware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
  23. 23. • IDC: Secure, Compliant Collaboration in The Cloud• Sharing Sensitive Corporate Documents Without Compromising Security and Governance• Protecting Sensitive Information in Increasingly Distributed and Complex Value Chains• Seeing Beyond the Tension: Resolving Security Conflicts Between IT and the LOBs
  24. 24. Virtual Town Hall
  25. 25. Acquisition Nurturing
  26. 26. CALA EMEA
  27. 27. The Long Idea TimeAware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
  28. 28. Ask me anything, justWe’ve got not if we sync 24/7 service? When wouldthree years’ with SharePoint. we sleep?experience!
  29. 29. The Long Idea TimeAware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions

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