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Serving People, not Ads

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My presentation at SASCON last week in Manchester on the topic of 'Moving from Serving Ads to Serving People" and why brands must put data and content at the heart of their strategy to deliver the necessary customer experience to be meaningful.

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Serving People, not Ads

  1. 1. MOVING FROM SERVING ADS TO SERVING PEOPLE. WHY DATA & CONTENT MUST BE AT THE HEART OF YOUR STRATEGY @paul_framp
  2. 2. BEING MEANINGFUL IS INCREASINGLY CRITICAL 74% Most people would not care if 74% of brands disappeared 28% Less than 28% of brands notably improve our quality of life SEVENOUT OF TOP TEN MEANINGFUL BRANDS OVER-INDEX ON MAKING PEOPLE’S LIVES EASIER +300k citizens 34 markets 12 industries +1,000 brands WORLDWIDE STUDY Ongoing + 7 years 2015
  3. 3. IT’S A LESSON FOR ALL TYPES OF BRANDS Key Findings: HAVAS Meaningful Brands STUDY 2015 SIZE DOESN’T = MEANINGFIUL TECHNOLOGY BRANDS ACCOUNT FOR NEARLY ONE THIRD OF THE TOP 50 GLOBAL MEANINGFUL BRANDS 22% OF THE TOP 50 MEANINGFUL BRANDS ARE FMCG
  4. 4. PEOPLE WANT TO LIVE BETTER AND MORE SIMPLE LIVES...   Marketing as a service/utility   Is customer experience becoming more important than legacy brand equity?   Gartner predicts that by 2018 50% of organisations will implement significant business model change to improve customer experience Most meaningful UK brand as not easily substitutable and provides a better service and experience (despite tax avoidance & Panorama)
  5. 5. 22% cite “lack of resources” BRANDS STRUGGLING WITH THIS TRANSITION 19% “not clearly defined strategy” 13% “technology limitations” 10% “lack of single customer view” 65% “internal fragmentation between departments” 74% “not prepared for current impact of data on decision making & performance”
  6. 6. TOUCHPOINTS ARE RE-DEFINING THE CUSTOMER EXPERIENCE Touch points are Diversifying & Increasing Mediachannels areincreasinglyfragmented(OESP) Measurements frameworks are broken OUR OWN TRACKEDTOUCHPOINTS IN MEANINGFUL BRANDS HAVE INCREASED FROM 34 TO 42 IN 2015
  7. 7. OWNED The power is in your hands SHARED You can’t win alone EARNED The audience is the media Amplify and attractPAID
  8. 8. AS AN INDUSTRY WE ARE MOVING FROM STANDARD SEGMENTATION TO AUDIENCE RICH DATA POOLS AUDIENCE SIZE: 2.5BN STANDARD SEGMENTATION
  9. 9. DATA & CONTENT TOGETHER IS THE ANSWER Content is the brand experience that brings this meaningful interaction to life Data is the platform for understanding how & where companies become meaningful
  10. 10. The Creative Era The Technology Era The Media Era 60s / 70s / 80s 90s / 00s 2015 & beyond It’s actually now cheaper than ever to do good work. Steve Hatch, Facebook “ ”
  11. 11. BUT WE NEED TO BUILD MORE BRIDGES, NOT ISLANDS CONTENT MESSAGE CREATIVE DATA MEDIUM MEDIA Social Programmatic
  12. 12. SOCIAL 2.0: ACTIONABLE DATA DRIVEN INSIGHTS
  13. 13. SINGLE POINT OF DATA MANAGEMENT AND ACTIVATION KEY PIONEERING A META DSP INTEGRATING DATA & CONTENT WITH SMART TOOLS DATA ANALYTICS & ALGORTHMIC EXPERTISE Meta DSP Impact Social Context X-Device ReachNative
  14. 14. SMART DATA WILL MAKE CONTENT DISTRIBUTION FLUID & MEANINGFUL
  15. 15. DATA + CONTENT = BETTER STORYTELLING = IMPROVED ROI 5X MORE ENGAGEMENTS 100,000 PERSONALISED VIDEOS 15% REDUCTION IN CPA via 1st Party DATA
  16. 16. THE BIG OPPORTUNITY IS CONNECTING THE PHYSICAL & DIGITAL WORLDS DATA & TECHNOLOGY Physical (From Informed Placements to Experiences) Digital (Content & Programmatic) The question must be “WHERE DO I COLLECT ACTIONABLE DATA?” in everything you do
  17. 17. THE FUTURE; BIG SCREEN & SMALL SCREEN EXPERIENCES IN HARMONY Progressive Screens Augmented Reality
  18. 18. OPEN PLATFORMS OR CLOSED PLATFORMS?
  19. 19. WHO OWNS THE FUTURE ? Manufacturing Access Legacy brands have never been more under threat...but equally many of these platforms are turning to traditional brand building EXPERIENCES… Aggregators
  20. 20. IT ALL COMES BACK TO PEOPLE AND THEIR EXPERIENCES.. DATA, CONTENT & TECH ENABLERS BUT SHOULD BE IN THE BACKGROUND Content & Data connect old & new – pathway to omni- channel, omni- present.. Data needs to be centralised and actionable cross-channel (not siloed in stacks) Owning distribution is a critical battle ground for brands Programmatic platforms will become content driven & Social data driven
  21. 21. MEDIA AGENCIES ARE TODAY IN THE BUSINESS OF EXPERIENCE DESIGN
  22. 22. IS THE WORK YOU ARE DOING IN SERVICE OF CUSTOMERS OR IN PURSUIT OF AN AWARD ?
  23. 23. THANK YOU #havastogether

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