Digital and agencies

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Digital and agencies

  1. 1. digital and agencies<br />
  2. 2. contents<br />Contrasting visions of our landscape<br />What agencies do<br />New job functions and specialisms<br />Scary data stuff<br />The post PC era<br />A lucky last: Social Media (if we’ve got time)<br />
  3. 3. the horizontal view<br />TV<br />Radio<br />Print<br />Outdoor<br />Digital(inc. Search)<br />Mobile<br />
  4. 4. the vertical view<br />TV<br />Radio<br />Print<br />Outdoor<br />Digital(inc. Search)<br />Mobile<br />DigitalMarcomms<br />DigitalMarcomms<br />Design<br />& Build<br />Design& Build<br />Technology<br />Technology<br />
  5. 5. TV<br />Radio<br />Print<br />Outdoor<br />Digital(inc. Search)<br />current IPA service provision & membership<br />Mobile<br />DigitalMarcomms<br />DigitalMarcomms<br />Design<br />& Build<br />Design& Build<br />Technology<br />Technology<br />
  6. 6. ‘we all do digital (creative) now’<br />TV<br />Radio<br />Print<br />Outdoor<br />Digital(inc. Search)<br />Mobile<br />>><br />+<br />
  7. 7. TV<br />Radio<br />Print<br />Outdoor<br />Digital(inc. Search)<br />full service digitalbecause all media will be digital<br />Mobile<br />+<br />DigitalMarcomms<br />DigitalMarcomms<br />Design<br />& Build<br />Design& Build<br />+<br />Technology<br />Technology<br />
  8. 8. what kind of work?<br />
  9. 9. interactive and spreadable<br />
  10. 10. interactive and spreadable<br />
  11. 11. but more than just online marcomms<br />
  12. 12. design & build and technology<br />Ecommerce – Transactional etail, to consumer or business markets<br />Managed services – Including hosting and applications management<br />SEO – Search optimisation of natural results<br />Software resales– development of software as a standalone product<br />Technical – Back-end technical development and infrastructure <br />User Experience – usability and accessibility<br />Source: NMA Top 100 Interactive Agencies<br />
  13. 13. holistic brand / business manifestations<br />
  14. 14. magic & logic personified<br />User Experience / Information Architecture / Experience Architecture / User Engagement Journey<br />
  15. 15. magic and logic personified<br />Project management as the beating heart of digital<br />
  16. 16. deep services mean long relationships<br />
  17. 17. LBi’s view<br />
  18. 18. a whole set of new roles<br />Search Engine Optimisation<br />the process of improving the visibility of a web site or a web page in search engines via "natural" or un-paid ("organic" or "algorithmic") search<br />
  19. 19. and even more specialisms<br />Conversion Rate Optimisation<br />
  20. 20. and even more specialisms<br />Attribution Modelling<br />
  21. 21. and even more specialisms<br />Attribution Modelling<br />
  22. 22. the evolution of ‘performance display’<br />22<br />
  23. 23. the evolution of ‘performance display’<br />23<br />
  24. 24. one media manager by TBG Digital<br />
  25. 25. it’s getting very, very complicated<br />
  26. 26. display advertising technology landscape<br />
  27. 27. it’s all about cookies<br />27<br />
  28. 28. it’s all about cookies<br />28<br />Online Behavioural Targeting <br />a.k.a.<br />Interest Based Advertising<br />
  29. 29. it’s all about cookies<br />29<br />Retargeting<br />
  30. 30. OK, let’s go big picture again...<br />30<br />
  31. 31. Google goes post pc<br />31<br />“What we call 'display' today will just be 'advertising' - a single platform that can coordinate an advertiser's campaign across streaming audio ads in car stereos, interactive mobile experiences on smartphones, and HD video ads on set-top boxes“<br />Jonathan Bellack, Director of product management<br />
  32. 32.
  33. 33. post digital brands: uniqlo lucky counter<br />33<br />
  34. 34. post digital brands: coca cola village<br />34<br />
  35. 35. IBM Seer – augmented reality utility<br />35<br />
  36. 36. social media in one slide<br />Activation<br />Reputation<br />Customer service<br />NPD<br />
  37. 37. Summary & Conclusions<br />

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