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Aquent/AMA Webcast: Multidimensional Brand Marketing

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Today, Brand Marketing is a two-way process, with the company and consumer in constant dialogue. Marketers must now center their business around understanding- and responding to- every single touch point of the customer journey.

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Aquent/AMA Webcast: Multidimensional Brand Marketing

  1. 1. Hello My name is Ray Velez. @rvelez | @razorfish | #convergebook
  2. 2. Multidimensional brand marketing
  3. 3. The CONVERGENCE of technology, media and creativity allows us to imagine, create and enable customer experiences like never before.
  4. 4. It’s more than creativity. It’s more than technology. It’s more than media and data.
  5. 5. + Creativity + Technology = Media (data) New Brand Experiences
  6. 6. Creativity comes from anywhere and everywhere
  7. 7. Technology offers a new palette and fuels brand experience
  8. 8. Media allows for a conversation
  9. 9. Creativity, Technology and Media - operating within the context of Business Strategy and Insight. Technology Creativity Media
  10. 10. How do we evolve to deliver the new customer experience? To operate within convergence?
  11. 11. There are 5 principles to embrace.
  12. 12. Put the customer at the center. Think of your brand as a service. Reject silos. Act like a startup. Embrace diversity.
  13. 13. Put the customer at the center. Think of your brand as a service. Reject silos. Act like a startup. Embrace diversity.
  14. 14. Your campaign must be structured around the customer.
  15. 15. Your strategy must be based on data from actual customer activity.
  16. 16. Data driven customer experiences Demographic Gender/Age HH Income Family Size Education/Occupation Homeowner Flight Activity Average Fare Tickets/Year Paid First & Upgrades Coach & Discounts Award Tickets Loyalty Tenure Medallion Level Future Status HVC Distribution delta.com OTA Reservations/agency Corporate Partner Airlines
  17. 17. Business Results Ticket Sales  Ancillary Revenue Upgrades Economy Comfort
  18. 18. Put the customer at the center. Think of your brand as a service. Reject silos. Act like a startup. Embrace diversity.
  19. 19. You’re no longer in the business of selling stuff, you’re filling consumer needs.
  20. 20. Put the customer at the center. Think of your brand as a service. Reject silos. Act like a startup. Embrace diversity.
  21. 21. By 2017, the CMO will spend more on technology than the CIO.
  22. 22. The goal: create a 360° view of the customer.
  23. 23. Put the customer at the center. Think of your brand as a service. Reject silos. Act like a startup. Embrace diversity.
  24. 24. Employ agile methodology and rapid prototyping.
  25. 25. The finish line is just the beginning.
  26. 26. Put the customer at the center. Think of your brand as a service. Reject silos. Act like a startup. Embrace diversity.
  27. 27. Ideas happen at intersections.
  28. 28. Anthills inspire architecture.
  29. 29. “Between 2008 and 2010, companies with more diverse top teams were also top financial performers. That’s probably no coincidence.” -McKinsey Quarterly, April 2012
  30. 30. How does the company need to change?
  31. 31. Everyone serves the customer.
  32. 32. Start thinking like product managers.
  33. 33. Stop thinking in terms of old stereotypes.
  34. 34. Hire the next generation of graduates.
  35. 35. Questions?
  36. 36. Thank you ray.velez@razorfish.com convergebook.com | #convergebook

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