Media Buying Forum, Wavemaker
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Investment in 2019 presented by David Fletcher
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Media Buying Forum, Wavemaker
- 2. If everybody transforms, does anything change?
- 3. of transformation projects fail. 70% Source: McKinsey (2016) ‘The how of transformation’
- 4. 66% 62% 50% 47% 44% 35% 26% 22% 7% 4% 2% Difficulty unifying different data sources Complexity of customer experience / number of touchpoints Poorly integrated marketing technology Inability to act on data quickly enough Lack of processes / workflow Data not readily accessible Tracking across different mobile devices Data privacy issues Customers withholding personal information e.g. ad blockers Growing prevalence of dark social Other From ‘tech stack’ to ‘tech stuck’. Source: Econsultancy/IBM (2017) The new marketing reality
- 7. Organisation, skills, processes Grown-up relationships Meaningful addressability Consumer technology Building for the new world: Improving the consumer experience: Keeping it human: Powerful simplification Not robots yet Six headline investments, three themes.
- 11. Improving the consumer experience: Keeping it human: Building for the new world: Meaningful addressability Consumer technology Organisation, skills, processes Grown-up relationships Powerful simplification Not robots yet Six headline investments, three themes.
- 12. £900k saving through precision video RLSA to open up generic search keywords ‘Rainy day’ searches targeting low- demand times +25% +7% Meaningful addressability: Butlins.
- 13. Weather x location x time of day Morning Office Commute +22% higher ad completion by targeting reasons to buy Meaningful addressability: Volvic.
- 14. Festival City Beach up to 3x engagement Meaningful addressability: Hawaiian Tropic.
- 15. Meaningful addressability: GWR: ~8,000 variants.
- 16. Consumer tech.
- 18. Finance: Caring, Personal, Reassuring, Trustworthy, Useful, Welcoming DIY: Confident, Expert, Friendly, Genuine, Optimistic, Straightforward Computer Gaming: Authentic, Exciting, Friendly, Generous, Optimistic, Sociable Attributes & voices
- 19. Organisation, skills, processes Grown-up relationships Meaningful addressability Consumer technology Building for the new world: Improving the consumer experience: Keeping it human: Powerful simplification Not robots yet
- 20. Journeys aren’t funnels. They’re loops.
- 21. A shared process to identify transformation priorities.
- 22. Not robots yet.
- 23. Organisation, skills, processes Grown-up relationships Meaningful Addressability Consumer technology Powerful simplification Not robots yet Six headline investments, three themes. Building for the new world: Improving the consumer experience: Keeping it human:
Editor's Notes
- These numbers are growing fast For obvious reasons voice is faster and more accurate than typing 55% of people in our study called out convenience – allowed for multitasking /hands free 49% cited faster than typing And we know that human beings are inherently lazy so will always seek out the easiest option Of course we shouldn’t forget that human prefer to have human interactions That is the fundamental point - good old fashion value exchange – we now need to talk and listen and respond
- From day 1 we bring an understanding of the dynamics of the purchase journey in your category and the future opportunities. Traditionally, agencies begin campaign work by focusing on given target audiences (women 35-54, Young adults, etc). This has led to undistinctive brand media plans, with similar media choices across brands targeting the same audiences. In our increasingly complex and fragmented world, this approach no longer works. The answers to our clients’ questions need to be anchored in the Purchase Journey, in order to pinpoint the opportunities for brand growth. By starting with the purchase journey, we are able to challenge the conventions of our industry and make bold recommendations to our clients that will drive growth for their brands.
- Add in B&Q – check to see if they are branded. Edit out any B&Q reference Word cloud of attributes – 6 B&Q ones highlighted Box with B&Q in centre Alexa, guy, female