Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
THE BIG 11 + 1
SUCCESSFUL DIGITAL STRATEGIES
The digitalization brought along massive changes in almost all
aspects of our...
THE MAIN
AGENDA
1 Digital Change
2 Technology, New Business and Changing Behavior
3 Innovation, Speed, Digital Darwinism, ...
THE MAIN
HANNES LEY
Kaospilot
Creative Strategist
Interactive Planner
Consultant
Workshop Designer & Facilitator
Founder &...
THE MAIN
1. REVOLUTIONDIGITAL CHANGE - ARE WE PART OF A REVOLUTION?
THE MAIN
THE MAIN
WHAT IS A REVOLUTION?
A revolution is a fundamental change in power or organizational structures that
takes place...
THE MAIN
MAJOR CHANGES IN CULTURE, ECONOMY, AND
SOCIO-POLITICAL INSTITUTIONS.
‣  Riots: The Arab Spring ...
‣  New Agendas...
THE MAIN
THE CONSEQUENCES OF DIGITAL CHANGE.
The real threat and opportunity in technology’s disruption lies in the evolut...
THE MAIN
THIS REVOLUTION SEEMS TO BE A COMBINATION
OF...
TECHNOLOGY
NEW BUSINESS
CUSTOMER BEHAVIOUR
THE MAIN 10
TECHNOLOGY
THE MAIN
TECHNOLOGY IS „JUST“ AN AMPLIFIER.
WWW
28 / 56K MODEM
BUSINESS
USER
WEB 2.0
BROADBAND
MOBILE
INTERNET
WIRELESS
19...
THE MAIN
AN AVERAGE DOMESTIC HOME CONTAINS ABOUT 5.3 WEB-
ENABLED DEVICES TODAY.
THE MAIN 13
NEW BUSINESS
THE MAIN
VIDEO ON DEMAND VS. BROADCAST PROGRAMMING.
THE MAIN
PRIVATE TRAVEL RENTALS VS. HOTEL BOOKING.
THE MAIN
TAXI APP VS. CALL CENTER.
THE MAIN 17
CHANGING BEHAVIOUR
THE MAIN
90% OF OUR MEDIA INTERACTION IS SCREEN-BASED.
THE MAIN
WE‘RE ALWAYS ON.
THE MAIN
WE GOOGLE EVERYTHING AND EXPECT INSTANT HELP.
WE SHARE ALMOST EVERYTHING WE EXPERIENCE.
2013
2005
THE NEW PRIVACY.
THE MAIN
RE-UNITED THE FAMILY.
THE MAIN
WE OWN MEDIA IN THE CLOUD FOR A WHILE.
THE MAIN
DIGITAL BECOMES A LAYER ON TOP OF OUR LIFE.
THE MAIN
WE BECOME DEVICE.
THE MAIN 27
THE WHEEL OF CHANGE
THE MAIN
THE WHEEL OF CHANGE
TECHNOLOGY
APPLICATIONS
USAGE
BEHAVIOUR
WWW -> WEB 2.0 -> MOBILE INTERNET
PLATFORMS, APPS, SE...
THE MAIN
THE MAIN
CAR2GO
TECHNOLOGY
APPLICATION
USAGE
BEHAVIOUR
LOCATION-BASED SERVICES / MOBILE WEB
CAR2GO SHARING APP
CAR JUMP AP...
THE MAIN
GROUP WORK – 10 MINUTES
Discuss „the wheel of change“ with your neighbor. Find one business, which has
been devel...
THE MAIN 32
RAPID CHANGE
THE MAIN
BOOOOOOOOOOM!
AN EXPLOSION OF IDEAS
THE MAIN
RATEOFINFORMATIONGENERATION
3500 B.C
TECHNOLOGY
Ca. 1600 B.C 1400 1500 1600 1700 1800 1900 2000 Today
EXPONENTIAL...
THE MAIN
DIGITAL AND MOBILE MEDIA BOOST CONNECTIVITY,
INNOVATION AND CREATE COMPLEXITY.
THE MAIN
IT‘S A NETWORK REVOLUTION. ONE GLOBAL BRAIN.
THE MAIN
THE SMARTEST PERSON IN THE ROOM IS THE ROOM. – DAVID
WEINBERGER
THE MAIN
WHILE THE INDUSTRIAL REVOLUTION HAS AUTOMIZED WORK, THE
NETWORK REVOLUTION IS AUTOMIZING KNOWLEDGE.
THE MAIN
„CHANGE WILL NEVER BE THIS SLOW AGAIN.“
THE MAIN
ENDLESS OPTIONS.
THE MAIN
ENDLESS INFORMATION.
THE MAIN
BUT A LIMITED CAPACITY.
THE MAIN 43
DIGITAL DARWINISM
THE MAIN
IT‘S NOT THE STRONGEST WHO SURVIVES NOR THE MOST
INTELLIGENT, BUT THOSE MOST ADAPTIVE TO CHANGE.
THE MAIN
„HEY, WE JUST DIDN‘T SEE AMAZON COMING.“
THE MAIN
„DIGITAL PHOTOGRAPHY LACKS QUALITY.“
THE MAIN
WHAT‘S THIS WIKIPEDIA ALL ABOUT?
THE MAIN
SMARTPHONES? COME ON, LET‘S WAIT UNTIL 2013.
THE MAIN
„A PART OF OUR BRAIN IS ACTIVATED LESS OFTEN BECAUSE IT IS TIRING, REQUIRES
DISCIPLINE, AND IS EXPENSIVE IN TERMS...
THE MAIN 50
BEING SUCCESSFUL
THE MAIN
KEY SUCCESS FACTORS
ADAPT TO CHANGE
FOCUS ON CONSUMER
BEHAVIOR
CREATE REAL VALUE KEEP IT SIMPLE
THE MAIN
EXAMPLES
„ADAPT TO CHANGE“
AMAZON
„FOCUS ON CONSUMER BEHAVIOR“
PINTEREST
„CREATE REAL VALUE“
GOOGLE MAPS
„KEEP IT...
THE MAIN
ADAPTING TO EMERGING MARKETS ✔
„ADAPT TO CHANGE“
AMAZON
ADAPTING TO CONSUMER BEHAVIOR ✔
ADAPTING TO NEW TECHNOLOG...
THE MAIN
FOCUS ON CURATION ✔
„FOCUS ON CONSUMERS“
PINTEREST
FOCUS ON VISUALIZATION ✔
FOCUS ON AGGREGATION ✔
THE MAIN
NAVIGATION ✔
„CREATE REAL VALUE“
GOOGLE MAPS
DOCUMENTATION ✔
FINDING ✔
THE MAIN
FILTERS ✔
„KEEP IT SIMPLE“
INSTAGRAM
UPLOAD & SHARING ✔
SMARTPHONE ✔
THE MAIN 57
THE FUTURE OF MARKETING
THE MAIN
THE FUTURE OF MARKETING
MARKETING WILL BECOME MEDIATION BETWEEN
BRANDS AND CONSUMERS.
“Solutions, that blend stra...
THE MAIN 59
LEARNING FROM THE BEST
THE MAIN
NIKE HEROES 1980-2000.
THE MAIN
IN THE LATE 90IES NIKE HAS CHANGED ITS
STRATEGY.
THE MAIN
.
* EVERYBODY WITH A BODY IS AN ATHLETE!
THE MAIN
Magneto
Sunglasses
NIKE+
Website & iPod
Sport Kit
NIKE
DIGITAL
SPORTS
NIKE+
Fuelband
1994 2006
20102008
2012
THE ...
THE NIKE HERO TODAY IS ME.
THE MAIN
THE FUELBAND. AN IDEA THAT CAME OUT OF NOTHING?
THE MAIN
IT‘S ALL ABOUT DATA-BASED CONSUMER LOYALTY.
THE MAIN
„WE‘VE NOW CREATED AN ENTIRE [DIGITAL] ECOSYSTEM OF
SERVICES THAT COMPLEMENT THE PRODUCT.“
(STEFAN OLANDER, VICE ...
NIKE DIGITAL SPORTS. 200 MASTERMINDS, DESIGNER, ENGINEERS AND
MARKETEERS DEVELOP NEW DIGITAL SERVICES.
THE MAIN
THE MAIN
R/GA
Advertising:
Digital Services,
UI/UX Design &
Marketing
WHIPSAW & SYNAPSE
Technology & Engineering:
Developm...
THE MAIN 70
DIGITAL PLANNING
THE MAIN
AWARENESS INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
*2010 Consumer Pat...
THE MAIN
AWARENESS INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
IN MY
MAILBOX
THE MAIN 73
THE BIG ELEVEN
GUIDELINES
THE MAIN 74
NO1
THINK USER JOURNEYS AND
TOUCHPOINTS
THE MAIN
PERSONA
THE MAIN
USER
JOURNEY
THE MAIN 77
NO2
STRIVE FOR VISIBILITY
THE MAIN
NATIVE
ADVERTISING
THE MAIN
PAID
ADVERTISING
THE MAIN 80
NO3
CREATE SPECIAL EXPERIENCES
THE MAIN
SPECIAL
EXPERIENCE
THE MAIN 82
NO4
DELIVER REAL AND BENEFICIAL
VALUE
THE MAIN
REAL VALUE
THE MAIN 84
NO5
OFFER SOCIAL AND INTERACTIVE
MEASURES
THE MAIN
INTERACTIVE
THE MAIN
SOCIAL
THE MAIN 87
NO6
CREATE NATIVE CONTENT
THE MAIN
NATIVE
CONTENT
THE MAIN 89
NO7
CURATE, SIMPLIFY AND VISUALIZE
THE MAIN
#7
DATA
VISUALI-
ZATION
THE MAIN
SIMPLIFY:
BLINKIST
THE MAIN 92
NO8
USE DATA IN CREATIVE WAYS
THE MAIN
CREATIVE
DATA
THE MAIN 94
NO9
BE ACCESSIBLE AND AVAILABLE
THE MAIN
ACCESSI-
BILITY
THE MAIN
AVAILABILITY
THE MAIN 97
NO10
TRY, TEST, FAIL AND IMPROVE
THE MAIN
A/B TESTING
THE MAIN 99
NO11
WORK IN DIVERSE AND
INTEGRATED TEAMS
THE MAIN
INTEGRATED
TEAM
THE MAIN 101
OVERVIEW
THE MAIN
BIG ELEVEN OVERVIEW
2. STRIVE FOR VISIBILITY 3. CREATE SPECIAL
EXPERIENCES
4. DELIVER REAL AND
BENEFICIAL VALUE
1...
THE MAIN 103
BUILD SOLUTIONS,
THAT MAKE LIFE EASIER
OR BETTER FOR THE
PEOPLE!
THE MAIN 104
THANK YOU!
THE MAIN 105
HOMEWORK
THE MAIN
THE BIG DIGITAL 11
Client: ___________________
Product:__________________
The task: Find ideas / solutions, that ...
THE MAIN GMBH
Holstentwiete 15
D-22763 Hamburg
+49 (0) 40 29 81 20 77 40
info@themain.de
Upcoming SlideShare
Loading in …5
×

THE Big 11 + 1 Successful Digital Strategies

918 views

Published on

The digitalization brought along massive changes in almost all aspects of our daily life. More than ever businesses, brands and advertising agencies need to react to these changes. We defined 11+1 overall rules any company should consider in today’s world.

Published in: Marketing
  • How Do Social Media Jobs Pay $35 Per Hour? ★★★ http://t.cn/AieX6y8B
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Unlock Her Legs is your passage way to a life full of loving and sex... read more ... ■■■ http://t.cn/AijLRbnO
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

THE Big 11 + 1 Successful Digital Strategies

  1. 1. THE BIG 11 + 1 SUCCESSFUL DIGITAL STRATEGIES The digitalization brought along massive changes in almost all aspects of our daily life. More than ever businesses, brands and advertising agencies need to react to these changes. We defined 11+1 overall rules any company should consider in today’s world Created by The Main, a strategy consulting firm for digital marketing.
  2. 2. THE MAIN AGENDA 1 Digital Change 2 Technology, New Business and Changing Behavior 3 Innovation, Speed, Digital Darwinism, Success Factors 4 The Future of Marketing: Learning from the best 5 Digital Planning 6 The Big 11 + 1 Guidelines 7 Homework
  3. 3. THE MAIN HANNES LEY Kaospilot Creative Strategist Interactive Planner Consultant Workshop Designer & Facilitator Founder & CEO of The Main – Guidance in Digital Speaker & Facilitator at Hyper Island and now... Good School Let‘s go... HANNES LEY
  4. 4. THE MAIN 1. REVOLUTIONDIGITAL CHANGE - ARE WE PART OF A REVOLUTION?
  5. 5. THE MAIN
  6. 6. THE MAIN WHAT IS A REVOLUTION? A revolution is a fundamental change in power or organizational structures that takes place in a relatively short period of time. It‘s results include major changes in culture, economy, and socio-political institutions. The term revolution has also been used to denote great changes outside the political sphere. Such revolutions are usually recognized as having transformed in society, culture, philosophy and technology much more than political systems; they are often often known as social revolutions. One of the classic examples of the usage of the word revolution in such context is the Industrial Revolution. / Wikipedia
  7. 7. THE MAIN MAJOR CHANGES IN CULTURE, ECONOMY, AND SOCIO-POLITICAL INSTITUTIONS. ‣  Riots: The Arab Spring ... ‣  New Agendas: Data Protection … ‣  Ideologies: Liquid Democracy ... ‣  Elections: Obama 2008, #btw2013 ... ‣  Platforms: Change.org,... ‣  Activists: Manning, Snowden ... ‣  Appeals: #OccupyWallstreet, ... ‣  Leaks: Diplomatic Cables, ... POLITICS ‣  New Platforms: Spotify, Last.fm, tumblr, Behance, vine ... ‣  New Stars: Justin Bieber, , PSY ... ‣  Hypes: HarlemShake, FoodPorn, Nyancat, Cat Content, ... ‣  New Formats: Memes, GIFs, Infographics ... ‣  Co-Creation: Life in a Day … ‣  Language: YOLO, WTF, Shitstorm … CULTURE ‣  MOOCs: Coursera, Udacity, Khan Academy ... ‣  Q&A Platforms: Quora, Fluther, Wer weiß was, Gute Frage ... ‣  Experts: Seth Godin, Sascha Lobo, ... ‣  New Formats: Twiducate, Edmodo, ... ‣  New Education Subjects: Privacy & Data Protection... EDUCATION ‣  Participation Possibilities: Comments, Discussions, Shares, .... ‣  Breaking News: Hudson River, Osama Raid, ... ‣  Crisis Management: #AshCloud, Sandy NY, Boston Marathon, ... ‣  Hacks: AP Twitter Hack, Burger King Twitter Hack, … MEDIA ‣  New Global Player: Facebook, Twitter, ... ‣  New Industries: Apps, Shareconomy, Big Data, Social Service... ‣  New Business Models: Why Own It, Polyvvore, 9flats, ... ‣  New Jobs: Blogger, Community Manager, Social Media Strategist, ... ECONOMY
  8. 8. THE MAIN THE CONSEQUENCES OF DIGITAL CHANGE. The real threat and opportunity in technology’s disruption lies in the evolution of customer and employee behavior, values, and expectations.  Because it’s focusing on customer behavior, digital transformation is actually in its own way making businesses more human. As such, digital transformation is not specifically about technology, its empowered by it. This is a time of digital Darwinism — an era where technology and society are evolving faster than businesses can naturally adapt. / Brian Solis
  9. 9. THE MAIN THIS REVOLUTION SEEMS TO BE A COMBINATION OF... TECHNOLOGY NEW BUSINESS CUSTOMER BEHAVIOUR
  10. 10. THE MAIN 10 TECHNOLOGY
  11. 11. THE MAIN TECHNOLOGY IS „JUST“ AN AMPLIFIER. WWW 28 / 56K MODEM BUSINESS USER WEB 2.0 BROADBAND MOBILE INTERNET WIRELESS 1990 - 1994 1999 - 2004 2007 - 2014 24 YEARS
  12. 12. THE MAIN AN AVERAGE DOMESTIC HOME CONTAINS ABOUT 5.3 WEB- ENABLED DEVICES TODAY.
  13. 13. THE MAIN 13 NEW BUSINESS
  14. 14. THE MAIN VIDEO ON DEMAND VS. BROADCAST PROGRAMMING.
  15. 15. THE MAIN PRIVATE TRAVEL RENTALS VS. HOTEL BOOKING.
  16. 16. THE MAIN TAXI APP VS. CALL CENTER.
  17. 17. THE MAIN 17 CHANGING BEHAVIOUR
  18. 18. THE MAIN 90% OF OUR MEDIA INTERACTION IS SCREEN-BASED.
  19. 19. THE MAIN WE‘RE ALWAYS ON.
  20. 20. THE MAIN WE GOOGLE EVERYTHING AND EXPECT INSTANT HELP.
  21. 21. WE SHARE ALMOST EVERYTHING WE EXPERIENCE. 2013 2005
  22. 22. THE NEW PRIVACY.
  23. 23. THE MAIN RE-UNITED THE FAMILY.
  24. 24. THE MAIN WE OWN MEDIA IN THE CLOUD FOR A WHILE.
  25. 25. THE MAIN DIGITAL BECOMES A LAYER ON TOP OF OUR LIFE.
  26. 26. THE MAIN WE BECOME DEVICE.
  27. 27. THE MAIN 27 THE WHEEL OF CHANGE
  28. 28. THE MAIN THE WHEEL OF CHANGE TECHNOLOGY APPLICATIONS USAGE BEHAVIOUR WWW -> WEB 2.0 -> MOBILE INTERNET PLATFORMS, APPS, SERVICES RELEVANT, ACCESSIBLE, EASY TO USE NEW HABITS BEST PERFORMER NEWNEEDS NEWNEEDS FALL OUT NO BENEFIT / NOT EASY TO USE BUSINESS USER
  29. 29. THE MAIN
  30. 30. THE MAIN CAR2GO TECHNOLOGY APPLICATION USAGE BEHAVIOUR LOCATION-BASED SERVICES / MOBILE WEB CAR2GO SHARING APP CAR JUMP APP ENABLES URBAN MOBILITY WITHOUT OWNING A CAR FREQUENT USE / MEMBER OF SEVERAL PROVIDERS BEST PERFORMER NEEDFORCOMBINEDAPP NEWNEEDS FALL OUT LACK OF CARS, BUGGY APP BUSINESS USER
  31. 31. THE MAIN GROUP WORK – 10 MINUTES Discuss „the wheel of change“ with your neighbor. Find one business, which has been developed because of internet technology. Talk about the use of this application or service and how it might or did change behavior. What made it become successful or not? Did the change in behavior create a new need, that could even end up in a new service?
  32. 32. THE MAIN 32 RAPID CHANGE
  33. 33. THE MAIN BOOOOOOOOOOM! AN EXPLOSION OF IDEAS
  34. 34. THE MAIN RATEOFINFORMATIONGENERATION 3500 B.C TECHNOLOGY Ca. 1600 B.C 1400 1500 1600 1700 1800 1900 2000 Today EXPONENTIAL GROWTH OF DATA
  35. 35. THE MAIN DIGITAL AND MOBILE MEDIA BOOST CONNECTIVITY, INNOVATION AND CREATE COMPLEXITY.
  36. 36. THE MAIN IT‘S A NETWORK REVOLUTION. ONE GLOBAL BRAIN.
  37. 37. THE MAIN THE SMARTEST PERSON IN THE ROOM IS THE ROOM. – DAVID WEINBERGER
  38. 38. THE MAIN WHILE THE INDUSTRIAL REVOLUTION HAS AUTOMIZED WORK, THE NETWORK REVOLUTION IS AUTOMIZING KNOWLEDGE.
  39. 39. THE MAIN „CHANGE WILL NEVER BE THIS SLOW AGAIN.“
  40. 40. THE MAIN ENDLESS OPTIONS.
  41. 41. THE MAIN ENDLESS INFORMATION.
  42. 42. THE MAIN BUT A LIMITED CAPACITY.
  43. 43. THE MAIN 43 DIGITAL DARWINISM
  44. 44. THE MAIN IT‘S NOT THE STRONGEST WHO SURVIVES NOR THE MOST INTELLIGENT, BUT THOSE MOST ADAPTIVE TO CHANGE.
  45. 45. THE MAIN „HEY, WE JUST DIDN‘T SEE AMAZON COMING.“
  46. 46. THE MAIN „DIGITAL PHOTOGRAPHY LACKS QUALITY.“
  47. 47. THE MAIN WHAT‘S THIS WIKIPEDIA ALL ABOUT?
  48. 48. THE MAIN SMARTPHONES? COME ON, LET‘S WAIT UNTIL 2013.
  49. 49. THE MAIN „A PART OF OUR BRAIN IS ACTIVATED LESS OFTEN BECAUSE IT IS TIRING, REQUIRES DISCIPLINE, AND IS EXPENSIVE IN TERMS OF ENERGY REQUIREMENTS.“ – DANIEL KAHNEMAN FEAR LAZINESS WHY? KNOWLEDGE GAP NO CHANGE OF PERSPECTIVE TOO SLOW TO ADAPT
  50. 50. THE MAIN 50 BEING SUCCESSFUL
  51. 51. THE MAIN KEY SUCCESS FACTORS ADAPT TO CHANGE FOCUS ON CONSUMER BEHAVIOR CREATE REAL VALUE KEEP IT SIMPLE
  52. 52. THE MAIN EXAMPLES „ADAPT TO CHANGE“ AMAZON „FOCUS ON CONSUMER BEHAVIOR“ PINTEREST „CREATE REAL VALUE“ GOOGLE MAPS „KEEP IT SIMPLE“ INSTAGRAM
  53. 53. THE MAIN ADAPTING TO EMERGING MARKETS ✔ „ADAPT TO CHANGE“ AMAZON ADAPTING TO CONSUMER BEHAVIOR ✔ ADAPTING TO NEW TECHNOLOGY ✔
  54. 54. THE MAIN FOCUS ON CURATION ✔ „FOCUS ON CONSUMERS“ PINTEREST FOCUS ON VISUALIZATION ✔ FOCUS ON AGGREGATION ✔
  55. 55. THE MAIN NAVIGATION ✔ „CREATE REAL VALUE“ GOOGLE MAPS DOCUMENTATION ✔ FINDING ✔
  56. 56. THE MAIN FILTERS ✔ „KEEP IT SIMPLE“ INSTAGRAM UPLOAD & SHARING ✔ SMARTPHONE ✔
  57. 57. THE MAIN 57 THE FUTURE OF MARKETING
  58. 58. THE MAIN THE FUTURE OF MARKETING MARKETING WILL BECOME MEDIATION BETWEEN BRANDS AND CONSUMERS. “Solutions, that blend strategy, creative, technology, media, and data offerings to connect brands and their audiences in ways that balance satisfying customer needs against achieving business goals.” BRANDS CUSTOMERS Source: Forrester Research, 2013, Value Exchange Mediation Modell
  59. 59. THE MAIN 59 LEARNING FROM THE BEST
  60. 60. THE MAIN NIKE HEROES 1980-2000.
  61. 61. THE MAIN IN THE LATE 90IES NIKE HAS CHANGED ITS STRATEGY.
  62. 62. THE MAIN . * EVERYBODY WITH A BODY IS AN ATHLETE!
  63. 63. THE MAIN Magneto Sunglasses NIKE+ Website & iPod Sport Kit NIKE DIGITAL SPORTS NIKE+ Fuelband 1994 2006 20102008 2012 THE TREND OF QUANTIFIED SELF AND WEARABLE DEVICES. NIKE+ Sportband
  64. 64. THE NIKE HERO TODAY IS ME.
  65. 65. THE MAIN THE FUELBAND. AN IDEA THAT CAME OUT OF NOTHING?
  66. 66. THE MAIN IT‘S ALL ABOUT DATA-BASED CONSUMER LOYALTY.
  67. 67. THE MAIN „WE‘VE NOW CREATED AN ENTIRE [DIGITAL] ECOSYSTEM OF SERVICES THAT COMPLEMENT THE PRODUCT.“ (STEFAN OLANDER, VICE PRESIDENT NIKE DIGITAL SPORT)
  68. 68. NIKE DIGITAL SPORTS. 200 MASTERMINDS, DESIGNER, ENGINEERS AND MARKETEERS DEVELOP NEW DIGITAL SERVICES. THE MAIN
  69. 69. THE MAIN R/GA Advertising: Digital Services, UI/UX Design & Marketing WHIPSAW & SYNAPSE Technology & Engineering: Development of a Lithium battery in the shape of a wristband, Implementation of 120 LEDs UNIVERSITY ARIZONA Tracking-Technology „Oxygen Kinetics“ ASTRO Design Wristband NIKE Idea, Coach, Traffic Cop ... AND YET THEY DID NOT BUILD THIS ALONE.
  70. 70. THE MAIN 70 DIGITAL PLANNING
  71. 71. THE MAIN AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY *2010 Consumer Pathway – Integrated Communications Planning In The Digital Era | Antony Young ▸  The AIDA Model (Awareness, Interest, Desire, Action) was developed by Elmo Lewis in 1898. ▸  The Marketing Funnel (Awareness, Consideration, Preference, Action, Loyalty) respects the issue of consumers searching information before purchase. ▸  The New Marketing Funnel (Awareness, Consideration, Conversion, Loyalty, Advocacy) considers the feedback loop created by social technologies and was developed by Forrester Research in 2008. ▸  The Consumer Pathway integrates the emotional aspects of consumer engagement and advocacy and was developed in 2010. THE CONSUMER PATHWAY EVOLUTION*.
  72. 72. THE MAIN AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY IN MY MAILBOX
  73. 73. THE MAIN 73 THE BIG ELEVEN GUIDELINES
  74. 74. THE MAIN 74 NO1 THINK USER JOURNEYS AND TOUCHPOINTS
  75. 75. THE MAIN PERSONA
  76. 76. THE MAIN USER JOURNEY
  77. 77. THE MAIN 77 NO2 STRIVE FOR VISIBILITY
  78. 78. THE MAIN NATIVE ADVERTISING
  79. 79. THE MAIN PAID ADVERTISING
  80. 80. THE MAIN 80 NO3 CREATE SPECIAL EXPERIENCES
  81. 81. THE MAIN SPECIAL EXPERIENCE
  82. 82. THE MAIN 82 NO4 DELIVER REAL AND BENEFICIAL VALUE
  83. 83. THE MAIN REAL VALUE
  84. 84. THE MAIN 84 NO5 OFFER SOCIAL AND INTERACTIVE MEASURES
  85. 85. THE MAIN INTERACTIVE
  86. 86. THE MAIN SOCIAL
  87. 87. THE MAIN 87 NO6 CREATE NATIVE CONTENT
  88. 88. THE MAIN NATIVE CONTENT
  89. 89. THE MAIN 89 NO7 CURATE, SIMPLIFY AND VISUALIZE
  90. 90. THE MAIN #7 DATA VISUALI- ZATION
  91. 91. THE MAIN SIMPLIFY: BLINKIST
  92. 92. THE MAIN 92 NO8 USE DATA IN CREATIVE WAYS
  93. 93. THE MAIN CREATIVE DATA
  94. 94. THE MAIN 94 NO9 BE ACCESSIBLE AND AVAILABLE
  95. 95. THE MAIN ACCESSI- BILITY
  96. 96. THE MAIN AVAILABILITY
  97. 97. THE MAIN 97 NO10 TRY, TEST, FAIL AND IMPROVE
  98. 98. THE MAIN A/B TESTING
  99. 99. THE MAIN 99 NO11 WORK IN DIVERSE AND INTEGRATED TEAMS
  100. 100. THE MAIN INTEGRATED TEAM
  101. 101. THE MAIN 101 OVERVIEW
  102. 102. THE MAIN BIG ELEVEN OVERVIEW 2. STRIVE FOR VISIBILITY 3. CREATE SPECIAL EXPERIENCES 4. DELIVER REAL AND BENEFICIAL VALUE 1. THINK USER JOURNEY AND TOUCHPOINTS 6. CREATE NATIVE CONTENT 7. CURATE, SIMPLIFY AND VISUALIZE 8. USE DATA IN CREATIVE WAYS5. OFFER SOCIAL AND INTERACTIVE MEASURES 10. TRY, TEST, FAIL AND IMPROVE 9. BE ACCESSIBLE AND AVAILABLE 11. WORK IN DIVERSE AND INTEGRATED TEAMS +1
  103. 103. THE MAIN 103 BUILD SOLUTIONS, THAT MAKE LIFE EASIER OR BETTER FOR THE PEOPLE!
  104. 104. THE MAIN 104 THANK YOU!
  105. 105. THE MAIN 105 HOMEWORK
  106. 106. THE MAIN THE BIG DIGITAL 11 Client: ___________________ Product:__________________ The task: Find ideas / solutions, that make life easier or better for the people. 1. Where are your consumers‘ most important touchpoints? 4. How could you deliver real beneficial value to them? 2. How could you create digital awareness where they are? 3. What special experiences/ content can you create? 9. How can you secure ongoing accessibility and availability? 5. What social and interactive measures can you offer? 7. What information could you curate, simplify and visualize? 8. What (existing) data could you use in creative ways? 6. What native content could you deliver in which channel? 10. How and where could you experiment, learn and improve? 11. Who could you work with to develop new/realistic ideas?
  107. 107. THE MAIN GMBH Holstentwiete 15 D-22763 Hamburg +49 (0) 40 29 81 20 77 40 info@themain.de

×