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Mel Edwards - Modern Marketing

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Mel Edwards - Modern Marketing

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Mel Edwards - Modern Marketing

  1. 1. Modern Marketing VIEN N A – SEPTEMB ER 2 0 1 5 Mel Edwa rds , Wunderm a n EMEA CEO
  2. 2. FOUNDATIONS TO DO THIS 1. Data now firmly placed at creative and technology ‘top table’ 2. Principles of right message, right person, right time still apply 3. Adtech and programmatic means 1:1 is relevant everywhere 4. Build around a purpose that you can share with consumers 5. Connecting to culture, not just tailoring to the individual MODERN MARKETING MEL EDWARDS / 2
  3. 3. MARKETING IN TODAY’S AGE HAS TO BE ABOUT CONNECTING BRANDS WITH INDIVIDUAL CONSUMERS IN THE MOST CONTEXUALLY RELEVANT AND EMOTIONALLY MEANINGFUL WAY, WITH TECHNOLOGY AS THE ENABLER
  4. 4. BUT YOU ALSO NEED TO ENSURE YOUR BRAND IS BUILT AROUND THE INDIVIDUAL
  5. 5. THE MOST IMPORTANT INGREDIENTS FOR MAKING THIS HAPPEN…
  6. 6. WHY THE TIME FOR DATA IS NOW 1. 70% of 3,500 surveyed in a Customer Engagement study say they’ll share information if will help improve brand experience. (24/7 study, cited in DMNews, Aug. 2015) 2. Experience trumps all. 84% of respondents in a 2014 study said they’d pay 5% more for a superior customer experience. (Find the Missing Pieces, white paper, Teradata, 2014) 3. “One-way push brand messages are replaced by perpetual multiway conversations … from controlled to chaotic.” 4. Marketing is becoming a revenue driver, going deeper into the funnel and traditional sales territory. 75% of marketers say they will be responsible for the end-to-end customer experience over the customer’s lifetime by 2020. (The Rise of the Marketer, The Economist, Intelligence Unit, 2015) 5. Today’s marketer combines operational and data skills with business strategy. Three out of four cite digital and data as primary investments. 7 MODERN MARKETING MEL EDWARDS / 7
  7. 7. Transform services Inspire Better meet needs Insight: one to one knowledge of the customer DATA CAN POWER MORE THAN RELEVANCE MODERN MARKETING MEL EDWARDS / 8
  8. 8. UNIFIED DATA IS THE NEW BLACK MEDIA BUYING DIGITAL EXPERIENCE OMNI CHANNEL CONSISTENCY CUSTOMER KNOWLEDGE ACCOUNTABILITY PROGRAMMATIC : ALLOW TO PERFORM TARGETED MARKETING REAL TIME REACTIONS ACCORDING TO DIGITAL ACTIONS ON TRADITIONNAL DIGITAL MASS MARKET CHANNELS ENGAGE CONSUMERS WITH PERSONALIZED CONTENT ACROSS ALL DIGITAL CHANNELS AUTOMATE PERSONALIZATION VIA EMAIL, BRAND WEBSITE & SOCIAL PLATFORMS BUILD A PERSISTENT VIEW OF INDIVIDUAL CONSUMERS TRACK AND SYNCHRONIZE IN REAL TIME DATA FROM ALL TOUCHPOINTS ENGAGE CONSUMERS CONSISTENTLY BY DISTRIBUTING DATA AND KNOWLEDGE ON AND OFFLINE DIGITAL INTERACTIONS, SOCIAL SIGNALS, CUSTOMER RELATIONS, ON/OFFLINE PURCHASES, … TRACK THE PERFORMANCE OF THE GLOBAL MARCOMM & DIGITAL ACTIVITY IN 1 UNIQUE PLACE DEMONSTRATE THE VALUE TO OPTIMIZE SPENDINGS TURN CONSUMERS INSIGHTS, PERSONAS AND PROFILES DEFINITION, PREFERENCES MODELLING, RELEVANT SEGMENTATIONS INTO MODERN MARKETING MEL EDWARDS / 10
  9. 9. THE COMPLETE CUSTOMER JOURNEY AWARENESS CONSIDERATION PURCHASE RETENTION ADVOCACY PR Radio TV Print Word of Mouth Online Ads Email PPC Social Ads Reviews Blog Media Direct Mail Email Aggregators Agent Website Community Forum FAQ Knowledge Base Promotions Blog Social Networks Newsletter TOUCH 2 TOUCH 5 TOUCH 7 @ EMAIL 1 2 MOBILE SITE ONLINE DISPLAY AD WEBSITE DIRECT MAIL CALL CENTER DIRECT MAIL SOCIAL MOBILE SITE MOBILE DISPLAY ONLINE DISPLAY AD ONLINE SEARCH AGENT DIRECT MAIL CONVERT WEBSITE CONVERT MODERN MARKETING MEL EDWARDS / 11
  10. 10. ON TOP OF ALL THIS THE WAY CONSUMERS DIGEST CONTENT MEANS WE NEED TO CREATE CUT-THROUGH
  11. 11. via: internetlivestats.com IN 1 SECOND
  12. 12. IN 1 SECOND
  13. 13. IN 1 SECOND
  14. 14. IN 1 SECOND
  15. 15. IN 1 SECOND
  16. 16. IN 1 SECOND
  17. 17. IN 1 SECOND
  18. 18. IN 1 SECOND
  19. 19. WORK THAT BRINGS THESE PRINCIPLES TO LIFE 1. Build around a purpose that you can share with consumers 2. Data now firmly placed at creative and technology ‘top table’ 3. Connecting to culture, not just tailoring to the individual 4. Adtech and programmatic means 1:1 is relevant everywhere 5. Principles of right message, right person, right time still apply MODERN MARKETING MEL EDWARDS / 21
  20. 20. CREATE A SHARED IDEAL UNDER ARMOUR
  21. 21. UNDER ARMOUR CHANGING THEIR IMAGE THROUGH ASPIRATION MODERN MARKETING MEL EDWARDS / 23
  22. 22. HELPING CREATE PRODUCT THROUGH DATA DIAGENETIX
  23. 23. DIAGENETIX HELPS FARMERS KEEPING THEIR BUSINESSES DEVELOP MODERN MARKETING MEL EDWARDS / 25
  24. 24. USING DATA TO CONNECT EMOTIONALLY, RATIONALLY, AND TRANSACTIONALLY LAND ROVER
  25. 25. ‘DISCOVERY’ JOURNEY FOR CAR PURCHASE share watch a video OEM sites follow third-party sites request a quote search engines Dealer sites compare models video sites consumer review sites locate a dealer radio TV +1research touch points on average 24 MODERN MARKETING MEL EDWARDS / 27
  26. 26. LAND ROVER CUTTING THROUGH THE COMPLEX PURCHASE JOURNEY MODERN MARKETING MEL EDWARDS / 28
  27. 27. MAKING THE MOST OF THE TECHNOLOGY YOU HAVE ADIDAS
  28. 28. ADIDAS GOING FROM MASS COMMUNICATION TO CROSS CHANNEL 1-TO-1 MODERN MARKETING MEL EDWARDS / 30 To grow sales and engagement (brand value)
  29. 29. A MASTER TEMPLATE CONSIST OF A GENERIC, COMMON TEMPLATE WITH A LIBRARY OF CONTENT BUILDING BLOCKS MODERN MARKETING MEL EDWARDS / 31 Delivery Content section HeaderBody 1, ref: EC_Gold_Header_Part_Top_SE 2, ref: EC_Gold_Header_Part_Logo_SE 3, ref: EC_Gold_Header_Part_Menu_SE 4, ref: Block library (pre-configured) Built-in blocks Footer 1, ref: EC_Gold_Footer_Part_Main_SE 2, ref: EC_Gold_Footer_Part_Disclaim_SE 3, ref: EC_GOLD_ HEADER_P ART_TOP_ SE Content_Image_Link 1, config: Content_Image_Link 2, config: Content_Text_Standard 3, config: Content_CTAButton_Standard 4, ref: EC_Promo_2014 Content_Text_Standard Content_CTAButton_Std rendering Email EC_Gold_Header_Part_Top_SE EC_Gold_Header_Part_Logo_SE EC_Gold_Header_Part_Menu_SEHeader section Content_Image_Link Content_Text_Standard Content_CTAButton_Standard EC_Gold_Footer_Part_Main_SE EC_Gold_Footer_Part_Disclaim_SEFooter section Body section
  30. 30. DYNAMIC CONTENT BLOCKS ARE USED “MIX-AND-MATCH” STYLE TO BUILD THE DESIRED EMAIL MODERN MARKETING MEL EDWARDS / 32
  31. 31. ENABLING YOU TO CREATE MAXIMUM PERSONALISATION MODERN MARKETING MEL EDWARDS / 33 Kenneth A. Nationality German Age 16 Driver Idolization +++ Example of a Individualized e-mail Content is selected facilitated by rules in Adobe Campaign The Messi Apparel Qualification Downloads When the magic started Magic Messi Moves Interactive interview Competitions
  32. 32. CONTENT BLOCKS CAN EVEN BE CONFIGURED TO ORCHESTRATE THE CUSTOMER EXPERIENCE ACROSS CHANNELS MODERN MARKETING MEL EDWARDS / 34
  33. 33. THE RESULT • 32 markets and 26 campaigns live in Adobe Campaign • US migration in progress & running according to plan • New responsive template is now available for Adidas & Reebok • 355.367.384 emails send outs since day one • 89.961.255 email send outs in the last 3 months • ROI: 10:1 MODERN MARKETING MEL EDWARDS / 35
  34. 34. RELEVANCE OF OFFER TO PERSON AND PLACE MC DONALDS
  35. 35. MCDONALDS GERMANY GEO-LOCATION TARGETED MOBILE PUSH MESSAGING MODERN MARKETING MEL EDWARDS / 37
  36. 36. ENGAGE REAL INTERESTS AND PASSIONS. CREATE CULTURE NEWS UK
  37. 37. NEWS UK LEVERAGING DATA INSIGHT ORIGINATED CREATIVE IDEA/PROPOSITION MODERN MARKETING MEL EDWARDS / 39
  38. 38. PROGRAMMATIC NEEDS TO BE HELPFUL NOT BIG BROTHER JOHN LEWIS
  39. 39. JOHN LEWIS ENSURING THAT I DON’T FORGET THEM IN A HURRY MODERN MARKETING MEL EDWARDS / 41
  40. 40. MODERN MARKETING MEL EDWARDS / 42
  41. 41. MODERN MARKETING MEL EDWARDS / 43
  42. 42. MODERN MARKETING MEL EDWARDS / 44
  43. 43. THE ONE ESSENTIAL IN INNOVATION IS CREATIVITY AND BRAVERY CHECT
  44. 44. CHECT SAVING CHILDREN’S LIVES FUSING MOBILE AND PRINT TECHNOLOGY MODERN MARKETING MEL EDWARDS / 46
  45. 45. SOME THOUGHTS TO TAKE AWAY 1. Remember the brand purpose/shared ideal 2. Set an 70/20/10 innovation agenda: - Spend small on tests that can transform capabilities 3. Measure and make sure results flow back to the business 4. Personalised services that make the customer’s life better are powerful CRM 5. Bravery, creativity and ambition MODERN MARKETING MEL EDWARDS / 47
  46. 46. Thanks Mel Edwards MODERN MARKETING MEL EDWARDS / 48 Mel Edwards EMEA CEO, Wunderman mel.edwards@wunderman.com +44 7766 236 506
  47. 47. DATA CAN POWER SERVICE INVENTION
  48. 48. CLEVER BUOY INTEGRATE DATA AND GPS TECH TO ALERT YOU OF DANGER Integrate MODERN MARKETING MEL EDWARDS / 50
  49. 49. TREAT BUSINESSES LIKE PEOPLE NOT BUSINESSES IBM
  50. 50. IBM SHOWS THEIR VALUE THROUGH DATA AND REAL INTERESTS MODERN MARKETING MEL EDWARDS / 52
  • grutschnig

    Sep. 23, 2015

Mel Edwards - Modern Marketing

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