Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Crea%ng	
  your	
  ideal	
  marke%ng	
  
world	
  for	
  maximum	
  impact	
  
Michael	
  Leander	
  	
  
	
  
>	
  www.mi...
See	
  all	
  pictures	
  here	
  
30	
  fast	
  paced	
  minutes	
  sharing	
  
selected	
  marke5ng	
  experiences	
  …	
  
Change	
  your	
  ways	
  stuff	...
Tweet	
  a	
  quote	
  	
  
and	
  win	
  the	
  book	
  
Digital	
  marke%ng	
  is	
  direct	
  marke%ng	
  on	
  	
  
st...
Which	
  presenta5on?	
  
A	
  –	
  With	
  fun	
  
B	
  –	
  Without	
  fun	
  
iQuestion	
  Time	
  
	
  
	
  
A	
  quick	
  marke%ng	
  IQ	
  test	
  for	
  	
  
Indonesian	
  marketers	
  
Which	
  reads	
  the	
  most	
  	
  
words	
  per	
  minute	
  –	
  the	
  eye	
  or	
  the	
  ear?	
  
2.500	
  words	
 ...
Picture	
  
economy	
  is	
  
here	
  to	
  stay	
  
Let’s	
  set	
  a	
  new	
  world	
  record	
  
•  Take	
  a	
  picture	
  of	
  
the	
  person	
  siBng	
  
next	
  to	
 ...
Visuals	
  s5r	
  emo5ons	
  in	
  
a	
  heart	
  beat	
  
Find	
  a	
  picture-­‐editorial	
  style	
  that	
  
works	
  in	
  all	
  channels	
  
Hero	
  shots	
  
telling	
  stories	
  
Use	
  humor	
  and	
  demonstrate	
  the	
  
benefit	
  of	
  your	
  product	
  
Best	
  prac%ces	
  from	
  the	
  no	
  
pain,	
  no	
  gain	
  trenches	
  
Matching	
  your	
  message	
  with	
  the	
  	
  
right	
  target	
  audience	
  is	
  very	
  important	
  
10%	
  
Crea...
Don’t	
  count	
  the	
  customers	
  	
  you	
  
reach	
  –	
  Reach	
  those	
  who	
  count	
  
#adtechjkt	
  @michaell...
Drive	
  towards	
  your	
  objec5ves	
  first	
  ,	
  
deadlines	
  second	
  !	
  	
  
See	
  video	
  about	
  being	
  ...
What	
  really	
  decides	
  
consumers	
  to	
  buy	
  or	
  not	
  to	
  
buy	
  is	
  the	
  content	
  of	
  your	
  
...
Using	
  humor	
  is	
  fine,	
  but	
  make	
  sure	
  you	
  
connect	
  to	
  your	
  core	
  value	
  proposi5on	
  
Pay	
  aen5on	
  to	
  details	
  &	
  	
  
don’t	
  be	
  afraid	
  to	
  experiment,	
  don’t	
  be	
  
afraid	
  of	
  ...
Your	
  audience	
  is	
  
exposed	
  to	
  	
  
6000	
  adver5sing	
  
messages	
  every	
  
single	
  day	
  
Short	
  aen5on	
  span,	
  loads	
  of	
  intrusion	
  
-­‐	
  how	
  do	
  you	
  cut	
  through	
  the	
  cluer?	
  
Br...
Unique	
  
passionate	
  
emo5onal	
  
authen5c	
  
focused	
  
interac5ve	
  
meaningful…	
  
How	
  to	
  get	
  into	
 ...
THE	
  COLOSSAL	
  OTS	
  CHALLENGE	
  
AWen;on	
   Ac;on	
  
Message	
   Message	
   Message	
   Message	
   Message	
   ...
Like	
  not	
  like,	
  like	
  AIDA	
  	
  
The	
  power	
  of	
  
social	
  is	
  in	
  the	
  
share	
  leading	
  to	
...
AID+LIRA	
  Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement	
  
Share	
  is	
  goo...
The	
  power	
  of	
  social	
  is	
  in	
  the	
  share	
  
Page	
  likes	
   5.000	
  
Organic	
  
reach	
  
845	
  
Sha...
The	
  Power	
  of	
  Paper	
  
Mul<-­‐channel	
  really	
  is	
  mul<-­‐channel.	
  Across	
  the	
  board	
  25%	
  of	
...
Make	
  the	
  share	
  easy	
  and	
  make	
  it	
  count	
  –	
  	
  
from	
  desktops	
  to	
  mobility	
  
Think	
  ab...
Own	
  The	
  
Experience	
  
THE	
  
CUSTOMER	
  
Experience	
  
OMNICHANNEL	
  
RELEVANCE	
   EMPOWERMENT	
  
Innova;on	
  
reflec;ng	
  the	
  
;mes	
...
The	
  customer	
  
experience	
  starts	
  
and	
  ends	
  with	
  
marke5ng	
  
#adtechjkt	
  
@michaelleander	
  
#adtechjkt	
  	
  
now	
  showing	
  
	
  
Omnipresence	
  means	
  owning	
  the	
  customer	
  experience	
  in	
  all	
...
The	
  Danger	
  of	
  Band	
  
Wagon	
  &	
  The	
  
Urgency	
  of	
  
Mobility,	
  Local	
  
New challenges,
new opportunities, new fads
Touch
Think	
  about	
  how	
  your	
  audience	
  interacts	
  
depending	
  on	
  which	
  device	
  
	
  they	
  are	
  on	
  
New	
  opportuni5es	
  to	
  interact	
  
and	
  get	
  a	
  response	
  from	
  your	
  
audience	
  using	
  QR	
  codes...
Drink	
  and	
  scan	
  –	
  	
  
if	
  you	
  can	
  !	
  	
  
Scan	
  and	
  
download	
  
a	
  book	
  
How	
  does	
  	
  
mobile	
  &	
  relevant	
  
”5me	
  and	
  place	
  
offers”	
  5e	
  in	
  with	
  
the	
  overall	
  ...
Your	
  role	
  
in	
  the	
  
mobility	
  
space	
  
Loca;on	
  
based	
  
services	
  
Local	
  
interac;ons	
  
(listen...
In	
  Summary:	
  Own	
  the	
  Experience	
  
>	
  An;cipate	
  
customer	
  needs	
  
>	
  Provide	
  ;mely	
  
service	...
I	
  knew	
  you	
  
would	
  be	
  
awesome	
  !	
  
Michael@michaelleander.me	
  
Adtech Jakarta Michael Leander presentation in Indonesia
Adtech Jakarta Michael Leander presentation in Indonesia
Adtech Jakarta Michael Leander presentation in Indonesia
Upcoming SlideShare
Loading in …5
×

Adtech Jakarta Michael Leander presentation in Indonesia

2,468 views

Published on

This presentation makes most sense for attendees at the amazing Adtech Jakarta Digital Marketing Conference #adtechjkt

  • It’s February and the Adobe Summit is right around the corner. Here are the top five picks for sessions focused on optimization and personalization with Adobe Target. http://bit.ly/2TLhNeS
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Adtech Jakarta Michael Leander presentation in Indonesia

  1. 1. Crea%ng  your  ideal  marke%ng   world  for  maximum  impact   Michael  Leander       >  www.michaelleander.me     >  @michaelleander       >  #adtechjkt  <    
  2. 2. See  all  pictures  here  
  3. 3. 30  fast  paced  minutes  sharing   selected  marke5ng  experiences  …   Change  your  ways  stuff   Mostly  Content     Best  prac5ces   Mobility  a  bit  
  4. 4. Tweet  a  quote     and  win  the  book   Digital  marke%ng  is  direct  marke%ng  on     steroids  #adtechjkt  @michaelleander     or  any  other  quote  men%oning   #adtechjkt  AND  @michaelleander      
  5. 5. Which  presenta5on?   A  –  With  fun   B  –  Without  fun  
  6. 6. iQuestion  Time       A  quick  marke%ng  IQ  test  for     Indonesian  marketers  
  7. 7. Which  reads  the  most     words  per  minute  –  the  eye  or  the  ear?   2.500  words  per  minute   125  words  per  minute   Quote:  Eye  reads  20  ;mes  faster  than  the  ear  @michaelleander  #adtechjkt    
  8. 8. Picture   economy  is   here  to  stay  
  9. 9. Let’s  set  a  new  world  record   •  Take  a  picture  of   the  person  siBng   next  to  you     •  Pass  the  camera   around  quickly  –   we  only  have  30   minutes   •  Don’t  want  your   pic  on  Facebook  –   cover  your  face   Trondheim,  Norway   Sydney,  Australia  
  10. 10. Visuals  s5r  emo5ons  in   a  heart  beat  
  11. 11. Find  a  picture-­‐editorial  style  that   works  in  all  channels  
  12. 12. Hero  shots   telling  stories  
  13. 13. Use  humor  and  demonstrate  the   benefit  of  your  product  
  14. 14. Best  prac%ces  from  the  no   pain,  no  gain  trenches  
  15. 15. Matching  your  message  with  the     right  target  audience  is  very  important   10%   Crea5vity   30%  Proposi5on  (message)   60%  Target  audience     Invest  more  in  improving  access  to  your  target  audience  and  knowledge   about  your  target  audience  for  improving  results  immediately  
  16. 16. Don’t  count  the  customers    you   reach  –  Reach  those  who  count   #adtechjkt  @michaelleander  
  17. 17. Drive  towards  your  objec5ves  first  ,   deadlines  second  !     See  video  about  being  objec5ve  driven  hp://www.youtube.com/watch?v=4mxvy_usWz8     If  95%  of    your  effort  is  here,  you  are  wrong  !    
  18. 18. What  really  decides   consumers  to  buy  or  not  to   buy  is  the  content  of  your   adver5sing,  not  its  form.   David  Ogilvy    
  19. 19. Using  humor  is  fine,  but  make  sure  you   connect  to  your  core  value  proposi5on  
  20. 20. Pay  aen5on  to  details  &     don’t  be  afraid  to  experiment,  don’t  be   afraid  of  failure   Create  a  culture  of   experimenta5on  
  21. 21. Your  audience  is   exposed  to     6000  adver5sing   messages  every   single  day  
  22. 22. Short  aen5on  span,  loads  of  intrusion   -­‐  how  do  you  cut  through  the  cluer?   Brain   filter     Do  I  know  you?   Do  I  need  you?   Can  I  trust   you?    
  23. 23. Unique   passionate   emo5onal   authen5c   focused   interac5ve   meaningful…   How  to  get  into  the  Mind  Box?  
  24. 24. THE  COLOSSAL  OTS  CHALLENGE   AWen;on   Ac;on   Message   Message   Message   Message   Message   Ac;on   Increase  Opportunity  To  See  by  mul5ple  of  3,  5,  10   Pre  launch  phase   Hard  selling  phase  Nurture  &  convince  phase   The  “it’s  all  over”  phase  
  25. 25. Like  not  like,  like  AIDA     The  power  of   social  is  in  the   share  leading  to   ac5on  
  26. 26. AID+LIRA  Attention > Interest > Desire + Like – Interaction – Recommendation - Action Engagement   Share  is  good   ac5on  counts   Like  is  NOT  a  currency,  engagements  conver<ng  to  ac<ons  are  @michaelleander  #adtechjkt  
  27. 27. The  power  of  social  is  in  the  share   Page  likes   5.000   Organic   reach   845   Shared   222   Total  reach   23.168   Clicks   ?   Likes   74   Call  to   ac;on  
  28. 28. The  Power  of  Paper   Mul<-­‐channel  really  is  mul<-­‐channel.  Across  the  board  25%  of     consumers  prefer  paper  over  digital  in  cri<cal  stages  of  the   buying  cycle    
  29. 29. Make  the  share  easy  and  make  it  count  –     from  desktops  to  mobility   Think  about   -­‐  Images   -­‐  Shared  text   -­‐  How  to  make   the  share   convert  
  30. 30. Own  The   Experience  
  31. 31. THE   CUSTOMER   Experience   OMNICHANNEL   RELEVANCE   EMPOWERMENT   Innova;on   reflec;ng  the   ;mes  we  are   living  in  
  32. 32. The  customer   experience  starts   and  ends  with   marke5ng   #adtechjkt   @michaelleander  
  33. 33. #adtechjkt     now  showing     Omnipresence  means  owning  the  customer  experience  in  all  channels   #adtechjkt  @michaelleander  
  34. 34. The  Danger  of  Band   Wagon  &  The   Urgency  of   Mobility,  Local  
  35. 35. New challenges, new opportunities, new fads Touch
  36. 36. Think  about  how  your  audience  interacts   depending  on  which  device    they  are  on  
  37. 37. New  opportuni5es  to  interact   and  get  a  response  from  your   audience  using  QR  codes  (or  not)  
  38. 38. Drink  and  scan  –     if  you  can  !    
  39. 39. Scan  and   download   a  book  
  40. 40. How  does     mobile  &  relevant   ”5me  and  place   offers”  5e  in  with   the  overall   customer   experience  and   your   webpresence  
  41. 41. Your  role   in  the   mobility   space   Loca;on   based   services   Local   interac;ons   (listening)   Content   opportuni;es   &   Gamifica;on   Customer   service  point  
  42. 42. In  Summary:  Own  the  Experience   >  An;cipate   customer  needs   >  Provide  ;mely   service     >  Differen;ate     communica;on   >  Personalize     communica;on     >  Understand     preferences  
  43. 43. I  knew  you   would  be   awesome  !   Michael@michaelleander.me  

×