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A few things you need to know about digital marketing

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This is the presentation I gave at IdejaX conference this past weekend. I focused mostly on the overall approach characteristic to digital marketing that often gets lost when people talk about it.

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A few things you need to know about digital marketing

  1. 1. Hi, I am Ana.
  2. 2. The Story. In the Fall of 2005, I was a graduate student at Columbia. I was learning about technology and innovation. And I wanted to work at AKQA. So I called Lars Bastholm. Every day. For three months.* Lars finally took the call. And here I am.*don’t worry, Lars didn’t call the cops on me. We became really good friends.
  3. 3. The Journey.Coca-Cola Maybelline CNN Burberry Citibank Toyota PUMA Ford Kashi DeBeers Nokia Target Kraft Boston Shakira Clarins Unilever Prudential Scientific Redken Hennessy Universal Music Calvin Klein Newcastle Group Pizza Hut
  4. 4. Along the way, the industry started to pay attention.
  5. 5. The thing I learned.* I stole this graph from Christoph Neimann.
  6. 6. I am a visual thinker. The woman who thinks like a cow.* Temple Grandin is a high-functioning autistic scientist who studies livestock’s behavior and who invented the hugging machine.
  7. 7. It turned out to be a good thing.Visual approach is holistic. It embraces the complexity of a situation without reducingit to a casual, simple explanation.Instead, it’s looking for intuitive solutions that seamlessly fit into people’s behaviors.It inspires thinking through associations.It encourages “what if”, not “why” and “how.”It’s non-linear and allows for the unexpected.It requires imagination and creativity.It is perfect for the digital world.
  8. 8. When we talk about digital world, we talk about disruption.
  9. 9. The disruption has already happened. A while ago :)
  10. 10. A much better idea is to talk about this stuff.Sharing Economy.Storytelling Through Data.Transparency.Networks of Influence.Cultural Micro-Tensions.
  11. 11. Sharing Economy Think access, not ownership. From clothes in our closets to finding a nearby loo, everything has become easily findable and shareable. Welcome to social consumption: consuming things in a social way. Thanks to others, we can now get whatever you need, whenever we need it.
  12. 12. Storytelling Through Data Digital traces are everywhere. The moment we open a browser we start leaving behind an enormous amount of data about our likes, affinities, purchase habits, and communication patterns. And brands can benefit, by turning our data trends into a story. This story is a shared communication object, something our audience can compare themselves to and identify with.
  13. 13. Transparency Money is not the only currency around. Physical world is already overlaid with all sorts of social data (think Facebook Likes, reviews, check-ins, tips). This is something that consumers definitely are taking into account when making their purchasing decisions: how popular is this item? what have other consumers said about it? who else has bought it? Social currency adds a layer over price.
  14. 14. Networks of Influence Influence is a network. The network structure decides whether something spreads or not. Which is why accidental influentials are so important. Accidental influentials are easily influenced people who influence other easily influenced people.
  15. 15. Cultural Micro-Tensions Look for contradictions, inversions, coincidences and oddities. They are brewing currents in our world that are not yet big enough to be considered culture, but that bend trends in a powerful way. Contradictions: Millennials are 40% of the car market, but they driving less than any previous generation. Oddities: Instagram’s rise to a power player in just 7 months. Inversions: More than 40% of Americans in the major US cities live alone. Coincidences: Economic crisis simultaneously happening with the lively economic activity in P2P markets.
  16. 16. Okay, what does all of this have to do with marketing? Well, everything.
  17. 17. The New Marketing Book.
  18. 18. The core premise of the new marketing book: Understand what is happening because of digital, and build a brand around it.
  19. 19. Sharing economy makes us think about new monetizationopportunities for brands. Everyone working in marketing is challenged by the new economic logic of sharing economy. Car industry, service industry, hotel industry and retail industry (among others) have already felt it. The first thing to do is to think about is the value that brands can add to consumers lives, like VW Quicar did.
  20. 20. Storytelling through data lets us create & own the socialcontexts for consumption. “Discoveries are made when you notice something out of ordinary”* Patterns of consumers’ shopping/sharing/ cooking/entertainment behavior are everywhere for us to see and learn from. They act as a story about ourselves. These stories provide a powerful consumption context - and a bonus marketing message. *Judy Scotchmoor
  21. 21. Networks of influence give us opportunity for taste-basedtargeting. Instead of a handful of “influencers”, our social media strategy should incorporate the interest- and taste- based groups of “accidental influentials” and their social graphs. Brand affinity is higher if people stumbled upon brand content via their friends. In our social media strategy, we want to create many opportunities for this “stumbling upon” to happen.
  22. 22. Cultural micro-tensions directs our brands to own anemerging behavior or a relationship. All the brewing micro-tensions give brands the unique opportunity to elevate themto the topic of cultural conversation. They force us to search beyond the current boundaries of a brand’s business & explore the periphery of its industry. Like amplifiers, brands can put the emerging tension at the center of their brand strategy.
  23. 23. Transparency forces us to manage the social informationlayer over brands’ products and services. Adding social information to price creates a powerful context for consumers’ purchasing decisions. It also creates a lot of conundrum for brands, as their messages now compete with the ubiquitous, reliable, real-time consumer information.
  24. 24. The Big Switch.
  25. 25. From: To: Advertising. Brands as platforms for adding value.“Advertising is a business of words” How does a brand add value to customers’ lives? Does it help them do something in a better, easier, more fun way?
  26. 26. From: To:Making a commercial art piece. Making a social object.“I regard a great ad as the most beautiful thing in the world”
  27. 27. From: To:Demographic Targeting. Taste-based targeting.
  28. 28. From: To:Product-focused. Behavior & Relationship-focused.
  29. 29. From: To:Simplification. Amplification.
  30. 30. Ask:How are macro-trends impacting my client’s business?Do I see any contradictions, oddities, inversions or coincidences in themarket? How can I use them to further my client’s business and brand?How are micro-trends impacting behavior of my customers?What kind of consumer taste am I targeting? How does this taste form,spread, and how does it influence culture? What social objects can Idevelop to participate in it?How can I use social currency to amplify value of my client’s brand?How do I measure all of this?
  31. 31. I like deer, too.
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This is the presentation I gave at IdejaX conference this past weekend. I focused mostly on the overall approach characteristic to digital marketing that often gets lost when people talk about it.


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