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Digital Fundamentals:For the confused and uncertain<br />Gary Bembridge. Vice President Beauty Care, Johnson & Johnson<br />
You can’t look back.<br />You could look around.<br />You have to look ahead.<br />
#1It’s going to get faster<br />Faster adoption. Faster expectations.<br />
Years to penetrate 50% of homes (USA)<br />45            20            15          10           8            6<br />Source...
5 years ago these did not exist<br />Source: Why brands should embrace technological change: Avi Dan AdAge Jan 2010<br />
3 “favourite inventions” of the decade (UK)<br />    73%                62%               58%<br />MP3 (51%)      SatNav (...
#2Everyone is doing it<br />Even your mum and her friends are at it<br />
#3you are already out there<br />Know where, why and what to do about it<br />
Your brand is already active digitally.You better know about it. And what you will do.<br />LTM – Eurostar -  Heathrow - T...
Your brand is already active digitally.You better know about it. And what you will do.<br />YouTube user generated brand s...
Your brand is already active digitally.You better know about it. And what you will do.<br />One of the biggest missed oppo...
#4think lean forwards<br />The days of sitting back are gone<br />
iTV Player catch-up<br />Phone Voting<br />Xtra Factor ITV2<br />YouTube Channel<br />ITV<br />Facebook<br />Paper tie-ins...
#5know what works online<br />Give them what they want<br />
Think like a consumer, even when you walk through the office door<br />4 activities work<br />Interaction             Tran...
#6develop for the 3 screens<br />The devices are merging and blurring<br />
The 3 screensContent consumption merging & blurring<br />All internet capable - BBC iPlayer on all 3<br />
The mobile: our future remote control?<br />
#7go to them<br />Be where they are, they won’t take that extra trip<br />
Right content in right context at right time.Just like when you place your “traditional content” in any other media<br />Y...
Right content in right context at right time.Just like when you place your “traditional content” in any other media<br />M...
#8create a fan base<br />Not a database<br />
An advertiser meets the consumer to talk..<br />
Creating a fan not a numberYou are dating not married for life, keep them keen or they get mean<br />Listen<br />Fast & Im...
#9take it from the top<br />Don’t ask for it…….Love it. Live it. Do it. <br />
Actions speak louder than words at the topThe young may inherit the earth, leaders need to create it<br />What you say?<br...
Love it. Live it. Do it. Show you care<br />“Where do you get the time?”<br />What I learnt from Facebook, Twitter, YouTub...
#10the present is the past<br />See this as great news. You don’t need to follow<br />
You can’t look back.<br />You could look around.<br />You have to look ahead.<br />Give them what they want, wherethey wan...
10 Fundamentals for the uncertain and nervous<br />It’s going to get faster<br />Everyone is doing it<br />You are already...
TipsForTravellers.com<br />GaryBembridge.com<br />http://uk.linkedin.com/in/bembridge<br />
THE DIGITAL MARKETING BRIEFING17TH MARCH 2010<br />
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Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan

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Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan.

This is a talk I gave at Richmond Events Digital Marketing Briefing in London.

Published in: Business, Technology
  • Digital Fundamentals by Thomas L. Floyd This bestseller provides thorough, up-to-date coverage of digital fundamentals, from basic concepts to microprocessors, programmable logic, and digital signal processing. Its vivid full-color format is packed with photographs, illustrations, tables, charts, and graphs; valuable visual aids that today’s user needs to understand this often complex computer application. This clearly-written, easily accessible book covers the fundamentals of digital processing, and includes such topics as number systems, operations, and codes; logic gates; boolean algebra; combinational logic and programming with ABEL; http://bestfreebooks.org/digital-fundamentals-by-thomas-l-floyd/
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Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan

  1. Digital Fundamentals:For the confused and uncertain<br />Gary Bembridge. Vice President Beauty Care, Johnson & Johnson<br />
  2. You can’t look back.<br />You could look around.<br />You have to look ahead.<br />
  3. #1It’s going to get faster<br />Faster adoption. Faster expectations.<br />
  4. Years to penetrate 50% of homes (USA)<br />45 20 15 10 8 6<br />Source: Why brands should embrace technological change: Avi Dan AdAge Jan 2010<br />
  5. 5 years ago these did not exist<br />Source: Why brands should embrace technological change: Avi Dan AdAge Jan 2010<br />
  6. 3 “favourite inventions” of the decade (UK)<br /> 73% 62% 58%<br />MP3 (51%) SatNav (46%) iPod (43%) YouTube (39%) HD TV (30%)<br />Source: BBC News website 25 Feb 2010. Survey of 1135 Uk adults Feb 2010<br />
  7. #2Everyone is doing it<br />Even your mum and her friends are at it<br />
  8. #3you are already out there<br />Know where, why and what to do about it<br />
  9. Your brand is already active digitally.You better know about it. And what you will do.<br />LTM – Eurostar - Heathrow - Tripadvisor - Facebook – Blogs – Mommy Bloggers - YouTube <br />
  10. Your brand is already active digitally.You better know about it. And what you will do.<br />YouTube user generated brand spoofs: Durex versus Dove<br />
  11. Your brand is already active digitally.You better know about it. And what you will do.<br />One of the biggest missed opportunities initially: 88 million views + 520K comments and counting<br />
  12. #4think lean forwards<br />The days of sitting back are gone<br />
  13. iTV Player catch-up<br />Phone Voting<br />Xtra Factor ITV2<br />YouTube Channel<br />ITV<br />Facebook<br />Paper tie-ins<br />Danni on Twitter<br />Concerts<br />Twitter<br />iTunes<br />Digital<br />Spy<br />Online Betting<br />Fan Blogs<br />Mags & Papers<br />
  14. #5know what works online<br />Give them what they want<br />
  15. Think like a consumer, even when you walk through the office door<br />4 activities work<br />Interaction Transaction Research Entertainment<br />
  16. #6develop for the 3 screens<br />The devices are merging and blurring<br />
  17. The 3 screensContent consumption merging & blurring<br />All internet capable - BBC iPlayer on all 3<br />
  18. The mobile: our future remote control?<br />
  19. #7go to them<br />Be where they are, they won’t take that extra trip<br />
  20. Right content in right context at right time.Just like when you place your “traditional content” in any other media<br />YouTube<br />3 million view in 18 months<br />iTunes<br />100000 downloads a year<br />
  21. Right content in right context at right time.Just like when you place your “traditional content” in any other media<br />Mitchell Kapur: “Getting information off the internet is like taking a drink from a fire hydrant”<br />Principles of good communication<br />Focus on content<br />Repurpose. <br />Don’t focus on the channel/ destination<br />
  22. #8create a fan base<br />Not a database<br />
  23. An advertiser meets the consumer to talk..<br />
  24. Creating a fan not a numberYou are dating not married for life, keep them keen or they get mean<br />Listen<br />Fast & Immediate<br />Personal/ Personalized<br />Relevant & Context<br />Don’t spam<br />Respect Privacy<br />
  25. #9take it from the top<br />Don’t ask for it…….Love it. Live it. Do it. <br />
  26. Actions speak louder than words at the topThe young may inherit the earth, leaders need to create it<br />What you say?<br />What you do?<br />Create the #1 source of anti-age information online!<br />Have a CRM program better than any other beauty brand!<br />Spend most of the review on the TV ad discussing the set, casting, music….<br />Source: BBC News website 25 Feb 2010. Survey of 1135 Uk adults Feb 2010<br />
  27. Love it. Live it. Do it. Show you care<br />“Where do you get the time?”<br />What I learnt from Facebook, Twitter, YouTube, Blogging, Analytics, Sky+, Podcasts<br />How do you keep up with all that is going on in beauty?<br />
  28. #10the present is the past<br />See this as great news. You don’t need to follow<br />
  29. You can’t look back.<br />You could look around.<br />You have to look ahead.<br />Give them what they want, wherethey want it, whenthey want it and how they want it.<br />
  30. 10 Fundamentals for the uncertain and nervous<br />It’s going to get faster<br />Everyone is doing it<br />You are already out there<br />Think lean forwards<br />Know what works online<br />Develop for the 3 screens<br />Go to them<br />Create a fan base<br />Take it from the top<br />The present is the past<br />
  31. TipsForTravellers.com<br />GaryBembridge.com<br />http://uk.linkedin.com/in/bembridge<br />
  32. THE DIGITAL MARKETING BRIEFING17TH MARCH 2010<br />

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