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Marketing in a Digital World

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Gunther Schumacher, Worldwide President & COO of OgilvyOne Worldwide, spoke at the IBM BusinessConnect software summit about how data and technology are still transforming marketing.

As marketers, you need to sell. That is why the mantra of David Ogilvy, our founder was “we sell, or else.”

But in today’s digital world, the customer is in charge. She decides when and where to engage, how to communicate, where to get information.

Today’s customers engage only on their terms, not yours.

Consumers used to be receptive to marketing messages about product benefits. Today, most of them trust recommendations from other consumers and they are seeking them out actively.
You have to stay on top of your competition. Most of them use Facebook, Twitter, Pinterest, Tumblr, and so on. You can no longer afford to ignore new media channels, especially in the social space. Online reviews can work in your favor. Or they can work against you. How do you cope with them?

Published in: Business
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Marketing in a Digital World

  1. 1. Marketing In A Digital WorldHow Data & Technology are still transforming MarketingGunther SchumacherWW President & COOOgilvyOne Worldwide
  2. 2. MARKETERSWANT TO SELL
  3. 3. but
  4. 4. Today, yourCustomers are incharge.They only engageon their terms,not yours.
  5. 5. A CHANGED LANDSCAPE70% of consumers trustrecommendations fromother consumers71% of companies use Facebook59% use Twitter57% of consumers useonline reviews prior tobuyingMore data is created in 2days, than from beginningof mankind to 2013
  6. 6. THE HOT Topics FOR EVERY CMOSEARCH SOCIAL MOBILEPERFORMANCE 
MARKETINGE COMMERCE CONTENT DATA & TECHNOLOGY
  7. 7. HOW TO NAVIGATE THIS WORLD
  8. 8. We turn ideas and data insightsinto personal experiences thathelp our clients ...
  9. 9. win more customersand make themmore valuable
  10. 10. COLLABORATIONADVOCACYLIFETIMETRANSACTIONSTOTAL CUSTOMER VALUEINDIVIDUAL}NETWORK}
  11. 11. $330.18 $250.63$680.83 $20,036.67Brand switcher Low socialmediainfluenceUnwilling tocollaborate RepeatpurchaserBlogger with1,500 followers Willing to co-create
with BrandsMaria PaolaTOTAL CUSTOMER VALUE
  12. 12. IMPACT OF SOCIAL ENGAGEMENT IN MEXICO
  13. 13. IMPACT OF SOCIAL ENGAGEMENT IN MEXICO
  14. 14. BUILDING PERSONAL EXPERIENCES
  15. 15. UNDERSTANDING THE CUSTOMER JOURNEY IS KEY
  16. 16. Primary Source: Secondary Sources: Think / FeelConsumer Panel•  Google Consumer Survey Online Reviews (manual scrape)Social Listening (e.g. Radian6)DoConsumer Panel•  Google Consumer Survey Nielsen Reports (various) eMarketer(industry dependent)InfluencersMRI Survey of the American Consumer•  Authority Sites Report from CIMeMarketer (audiencedependent), •  ComScore (digital only), rustR from BrandZ (Trust &Recommendation)•  Google Consumer SurveySearch termsConsumer Intent Model Search Landscape•  Google Trends via Search TeamGoogle suggestions via GSI/Search TeamEnvironments•  Consumer Panel•  MRI/eMarketer•  Pew Reports•  Mobile Panels•  Industry Studies (e.g. Google Mobility Study)Brands: •  Stradegy (Kantar)Brand Z•  MintelEuromonitorSysomos (social popularity comparison)CIMnon-branded outputsClient Brand Tracker, Industry BrandTracker (Interbrand)MAPPING DATA SOURCES FOR THE JOURNEY
  17. 17. This segment comprises primarily of young home owners withchildren. They are tech-savvy and incorporate all sorts oftechnology into their daily lives. They dont mind complexity ofproducts, but they expect them to work and be reliable. Theyhave a household income of over $75K and are willing to spendmoney on TV, Internet, and Voice products. They frequentlybundle their products and enjoys the convenience of one bill.Their household is constantly using Internet bandwidth acrossmultiple devices. They are likely to leverage their DVR and on-demand as its important for them to enjoy TV when itsconvenient for their family. Many of them have moved in thepast 12 months, as theyve grown their family and have recentlypurchased a home. TECH-SAVVY FAMILIESBUILDING SEGMENTS AND PERSONAS
  18. 18. LOUIS VUITTONMOBILE E COMMERCECONTENT
  19. 19. Can you readdigital body language?LOCATIONSITESCONVERSATIONSSEARCHES= purchase intent
  20. 20. LISTEN FIRST, THEN CREATESearchInsightsPost-PlayInteractionContent/DevelopmentTagging andOptimizingDistributionImprovedResultsSEARCHCONTENT
  21. 21. GEO FENCINGMOBILESEARCH
  22. 22. SMARTER CITIESSOCIAL
  23. 23. Earned Media isscaling to create100 s of millions ofinteractions CONTENT SOCIAL
  24. 24. 114 MILLION!CONTENT SOCIAL
  25. 25. The World s Smallest Movie=A LARGE SCALE DIGITAL MARKETING CAMPAIGNCONTENT SOCIAL
  26. 26. ‣ Start with Personas & Customer Journeys‣ Leverage what s hot and working‣ DATA! Learn to read digital body language ‣ Be creative, create magnetic content ‣ Ride into the future on platforms, not tacticsPutting it all together
  27. 27. MARKETING PLATFORM
  28. 28. Customer Journey built around Need states
  29. 29. data informs the detailed Journey
  30. 30. JOURNEY determines engagement opportunities
  31. 31. Data & Technology platform = Results engine
  32. 32. data driven marketing = more customer value
  33. 33. START HERETIME•  Customer Ambition•  Customer Journey•  Platform Approach•  Test & LearnPILOT TEST #1ADD TEST #2OPTIMIZE #1ADD TEST #3OPTIMIZE #1, 2ADD TEST #4OPTIMIZE #1, 2, 3PHASE 1 PHASE 2 PHASE 3 PHASE 4YOUR PATHWAY TO A MARKETING PLATFORM
  34. 34. YOUR PATHWAY TO TOTAL CUSTOMER VALUEHallmarks Level 1 Level 2 Level 3 Level 4How Value Customers ? Transaction CLV CLV + Ampl Total Cust ValueCustomer Insights ? Customer profile Customer Journey Customer Journeys Personal Circuits Customer Database Basic Add outside data Unified customer view Enterprise integration Use of Analytics Tactical Ongoing basic Advanced StrategicMarketing Automation None/tactical Basic Advanced StrategicSearch Paid/ basic SEO Ongoing Paid/SEO Enterprise search Digital Body Language Social Tactical Ongoing/ multi Advanced/ integrated Social sellingMobile Tactical/test mode Ongoing/platform Full CRM/mCom Strategic mobileVendor Strategy Fragmented/tactical Streamlined Partner/leveraged Optimized ecosystem CRM Mindset Campaigns/ + pilots Platforms/ Always On Agile
  35. 35. BUT DON T FORGET CREATIVITY
  36. 36. ¡Gracias!gunther.schumacher@ogilvy.com

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