Digital is dead

41,545 views

Published on

it is not about adding a new discipline, but about changing the way everyone works, everyday

Published in: Business, Technology
42 Comments
437 Likes
Statistics
Notes
No Downloads
Views
Total views
41,545
On SlideShare
0
From Embeds
0
Number of Embeds
2,827
Actions
Shares
0
Downloads
0
Comments
42
Likes
437
Embeds 0
No embeds

No notes for slide

Digital is dead

  1. Leadership developmentprogrammthe end ofdigital<br />kaiplatschkechief digital officer<br />mccannworldgroupfrance10.06.2010prague<br />
  2. What i do not want to talk about today<br />
  3. Consumers have taken over media<br />
  4. Web 2.0 3.0 4.0 etc.<br />
  5. Nike+<br />
  6. Forget about « digital »<br />
  7. Digitalisonly the opposite of analogue<br />
  8. DIGITAL ?<br />THE 2010<br />RAZORFISH<br />OUTLOOK REPORT<br />TOPLINE FINDINGS<br />
  9. Digital is not a channel<br />TV<br />PRINT<br />POS<br />CRM<br />DIGITAL<br />
  10. TV is DIGITAL <br />
  11. PRINT is DIGITAL <br />
  12. OOH is DIGITAL <br />
  13. SPONSORING is DIGITAL <br />
  14. productis DIGITAL <br />
  15. all channelswillbe digital<br />TV<br />PRINT<br />POS<br />CRM<br />DIGITAL<br />DIGITAL<br />DIGITAL<br />DIGITAL<br />
  16. There is no « digital » for consumers<br />
  17. There is no « social » for consumers<br />
  18. 2009 (2008)<br />ONLINE USER DECLINATION<br />ONLY 1 YEAR DIFFERENCE<br />JOINERS RISING HIGH<br />Base: 13,834 EU online adults<br />Source: European Benchmark Survey, Q2 2008 & 2009<br />
  19. all channelswillbe social<br />TV<br />PRINT<br />POS<br />CRM<br />DIGITAL<br />DIGITAL<br />DIGITAL<br />DIGITAL<br />SOCIAL<br />SOCIAL<br />SOCIAL<br />SOCIAL<br />
  20. There isonly « life »<br />
  21. Facebook is life<br />
  22. Gaming is life<br />
  23. Using a Mobile phone is life<br />
  24. Samesame but different for the agencies<br />
  25. color<br />
  26. Fromsayingto doing<br />
  27. Advertisingneeds to help brands tobecome part of life<br />
  28. Frombuyingreach to winningit<br />
  29. media agencieswillbe people agencies<br />
  30. brands as calls to action<br />
  31. brands as calls to action<br />
  32. you have to be the brand youpretend to be<br />
  33. bloggerscan’tsaveyour life!<br />
  34. It’s a marketing shift<br />
  35. The problemwith the adaptation speed<br />CONSUMERS<br />AGENCIES<br />CLIENTS<br />
  36. AdaptationLevels<br />
  37. 321<br />
  38. 360<br />
  39. 365<br />
  40. Customer utility<br />
  41. zipcar<br />
  42. MINT<br />
  43. FED EX<br />
  44. LEXUS<br />
  45. obama<br />
  46. useful new engagingballs brand transformational accessibleexecution<br />
  47. Finding a place for digital in the agency<br />
  48. If webelievethis, then …<br />TV<br />PRINT<br />POS<br />CRM<br />DIGITAL<br />DIGITAL<br />DIGITAL<br />DIGITAL<br />SOCIAL<br />SOCIAL<br />SOCIAL<br />SOCIAL<br />
  49. 360 ideasdigitalized<br />365 SM concepts<br />Microsites<br />(Banner) Campaigns<br />McCANN<br />DIGITAL<br />Online Branding<br />FB<br />ADVERTISING<br />BRANDING<br />The CP comesfrom one of ouragencies and isresponsible for overall coordination<br />MEDIA<br />MB<br />CLIENT PARTNER<br />MULTIMEDIA<br />G<br />Online touchpoints<br />Owned, paid, earnedshares<br />SEO, SEM<br />Performance<br />Research<br />PR<br />Video Content<br />Broadcasting<br />WebTV<br />Online Events<br />BTL<br />POS<br />WS<br />CRM<br />eINFLUENCE<br />Relatiponships to online journalists and bloggers<br />eINFLUENCE<br />Relatiponships to online journalists and bloggers<br />Online kiosks at POS, interactive touchscreens and isntallations<br />eCommerce<br />Online CRM porgrams<br />Loyalty/ point systems<br />CommunityMgmt and customer helpdesk<br />Online portals<br />Customer Utility<br />MRM<br />
  50. ANGLE<br />
  51. thinking<br />
  52. From a strategy to a digital strategy?<br />
  53. BRAND VISION<br />STRATEGY<br />COMMUNICATION THEME<br />COMMUNIC. INFLUENCE<br />DIGITAL STRATEGY<br />PLATFORMS<br />DIGITAL STRATEGY<br />
  54. TOGETHER FROM THE BEGINNING<br />DIGITAL<br />TRADITIONAL<br />ONLY ONE BOAT<br />
  55. HOW Can I help you?<br />
  56. ABC APPROACH<br />Audience insights<br />Target groups, values, way of life?<br />Role of the product or brand?<br />Needs, motivations, barriers?<br />Which media? <br />…audience continued<br />When, where, how often, how long?<br />Information gathering behavior: brand sites, information portals, weblogs, communities? <br />Who are the opinion leaders?<br />A<br />C<br />B<br />Competitive insights<br />Digital market drivers? Today? Tomorrow?<br />Category competitors? Digital competitors?<br />What could the brand do which would be unique in this context?<br />Brand insights<br />SWOT analysis?<br />Desired digital brand experience?<br />Role of Internet and mobile?<br />Communication goals?<br />Which digital added-values possible?<br />Strategic <br />recommendations<br />
  57. Planning Framework<br />BRAND ROLE<br />BRAND ESSENCE<br />STRATEGY<br />GOAL<br />BEHAVIOURAL PILLARS<br />PLATTFORMS<br />
  58. cases<br />
  59. casel’oreal<br />
  60. caseNESPRESSO club<br />
  61. case<br />
  62. casemaybelline<br />
  63. trends<br />
  64. Digitalized reality<br />
  65. PERSONALIZATION<br />promote<br />reward<br />entertain<br />inform<br />young adults<br />stakeholders<br />mums & families<br />General info / MUYOM <br />
  66. young adults<br />
  67. mums & families<br />
  68. stakeholders<br />
  69. Clever-er retail<br />
  70. « Paying? »Cleverspreadsimplyviewed<br />
  71. Technologyisnever a barrier<br />
  72. No fear<br />
  73. All predictions come true<br />
  74. cars willfly<br />
  75. End of linear tv<br />
  76. internet willbeeverywhere and free<br />
  77. All media willbestreamed (free of charge?)<br />
  78. mastercardwill not be a plastic cardanymore<br />
  79. Learnunlearnrelearndailythanks.<br />

×