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JWT HYPER ISLAND MC
RETHINK INTEGRATED
COMMUNICATIONS!
August 22th – 24th, 2012

THE MAIN 1
THIS SESSION‘S
OBJECTIVE

‣  TO RECONSIDER INTEGRATED COMMUNICATIONS.
‣  DIVE INTO A SET OF DIGITAL MARKETING CHANNELS.

T...
WHAT ARE YOU
GONNA GET OUT
OF IT?

‣  BE INSPIRED TO THINK AND CREATE BIG.

THE MAIN 3
START WITH A FEW THESIS...

THE MAIN 4
‣  INTEGRATED COMMUNICATION IS NOT ABOUT TELLING THE SAME BRAND STORY
IN MULTIPLE CHANNELS ANYMORE.

THE MAIN 5
‣  BRAND COMMUNICATION IS MORE THAN BRANDING, STORYTELLING, STORY
BUILDING AND ENGAGEMENT.

THE MAIN 6
‣  IT IS ALSO ABOUT DATA, ANALYTICS, AND MECHANICS: IT’S NEW THINKING.

THE MAIN 7
‣  INTEGRATE SOPHISTICATED STRATEGY, BRAND EXPERIENCE, AND CHANNEL
INTERPLAY ALONG THE CONSUMER PATHWAY.

THE MAIN 8
IT’S A SHIFT IN MINDSET:
INTEGRATED CAMPAIGNING OR
INTEGRATED COMMUNICATION PLANNING…

THE MAIN 9
IT DEMANDS A NEW
PERSPECTIVE ON OUR
WORK.

OOH
PR
Print
Digital
TVC

AWARENESS

360°
Campaigns

INVOLVEMENT

Platforms/App...
RGA AGENCY:
CREATIVE
PLATFORMS

THE MAIN 11
NIKE DIGITAL
SPORTS.

‣  BUT IS THIS APPROACH SUCCESSFUL?

THE MAIN 12
IS THIS A SUCCESS
FORMULA?

Bought

Owned

Earned

Activation /
Campaign

Platform /
Relevant
Content

X-Factor

Paid Push...
LET’S HAVE A LOOK AT SOME
INTEGRATED PLATFORM CONCEPTS

THE MAIN 14
AMEX
SMALL BUSINESS
SATURDAY.

THE MAIN 15
AMEX:
KLM AIRLINES:
SMALL BUSINESS
FACEBOOK
SATURDAY
SERVICES

AWARENESS

INVOLVEMENT

ACTIVE
CONSIDERATION

PURCHASE

CON...
ROCKET INTERNET
ZALANDO

THE MAIN 17
Search Engine Marketing

Affiliation & Retargeting

AWARENESS

Couponing

Opinion Leader Inspirations

INVOLVEMENT

ACTIVE...
Newsletter
Free Hotline

Free Shipping

100 Days
Exchange

Styling Inspiration

Shopping Community
(Sales)

AWARENESS

INV...
WHAT DO WE NEED TO DO DIFFERENTLY?

THE MAIN 20
THINK CREATIVE PLATFORMS OR BUSINESS
SOLUTIONS AND CAMPAIGNS.

THE MAIN 21
EXTEND JWT
WORLDMADE
DISCOVERY?
CONSUMER
INSIGHTS

MARKET
INSIGHTS

MEDIA INSIGHTS

BRAND
INSIGHTS

PRODUCT
INSIGHTS

FUTU...
WHO SHOULD BE
YOUR PARTNERS?

Client (Data)

Media

Market
Research

THE MAIN 23
SKETCH THE
CONSUMER
PATHWAY.
CAR PURCHASE
AWARENESS

CONSIDERATION

Channels:

Chrysler
Europe Luxury
Segment / Test Drive...
DEFINE THE MOST
IMPORTANT
WEAKSPOT.

AWARENESS

INVOLVEMENT

ACTIVE
CONSIDERATION

PURCHASE

CONSUMPTION

RELATIONSHIP
BUI...
DEFINE
SUPPORTING
CHANNELS.

Video Display
Advertising

Opinion Leaders

AWARENESS

INVOLVEMENT

ACTIVE
CONSIDERATION

PUR...
LEARN FROM
BENCHMARKS I

Procter & Gamble BeingGirl

THE MAIN 27
LEARN FROM
BENCHMARKS I

Johnson & Johnson Babycenter

THE MAIN 28
AN OVERVIEW OVER SUPPORTING CHANNELS.

THE MAIN 29
‣  Creative Banner Advertising
‣  Contextual, behavioral, and regional
Targeting
‣  Video Advertising (Smartclip)
‣  Onlin...
Thanks for listening!
THE MAIN GMBH
Holstentwiete 15
D-22763 Hamburg
+49 (0) 40 29 81 20 77 40
ley@themain.de
http://de.li...
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Integrated Communication Planning / Digital Platforms

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Integrated Communication Planning / Digital Platforms

  1. 1. JWT HYPER ISLAND MC RETHINK INTEGRATED COMMUNICATIONS! August 22th – 24th, 2012 THE MAIN 1
  2. 2. THIS SESSION‘S OBJECTIVE ‣  TO RECONSIDER INTEGRATED COMMUNICATIONS. ‣  DIVE INTO A SET OF DIGITAL MARKETING CHANNELS. THE MAIN 2
  3. 3. WHAT ARE YOU GONNA GET OUT OF IT? ‣  BE INSPIRED TO THINK AND CREATE BIG. THE MAIN 3
  4. 4. START WITH A FEW THESIS... THE MAIN 4
  5. 5. ‣  INTEGRATED COMMUNICATION IS NOT ABOUT TELLING THE SAME BRAND STORY IN MULTIPLE CHANNELS ANYMORE. THE MAIN 5
  6. 6. ‣  BRAND COMMUNICATION IS MORE THAN BRANDING, STORYTELLING, STORY BUILDING AND ENGAGEMENT. THE MAIN 6
  7. 7. ‣  IT IS ALSO ABOUT DATA, ANALYTICS, AND MECHANICS: IT’S NEW THINKING. THE MAIN 7
  8. 8. ‣  INTEGRATE SOPHISTICATED STRATEGY, BRAND EXPERIENCE, AND CHANNEL INTERPLAY ALONG THE CONSUMER PATHWAY. THE MAIN 8
  9. 9. IT’S A SHIFT IN MINDSET: INTEGRATED CAMPAIGNING OR INTEGRATED COMMUNICATION PLANNING… THE MAIN 9
  10. 10. IT DEMANDS A NEW PERSPECTIVE ON OUR WORK. OOH PR Print Digital TVC AWARENESS 360° Campaigns INVOLVEMENT Platforms/Apps ACTIVE CONSIDERATION Social Media PURCHASE SEO /SEM CONSUMPTION Online Shop BUILDING RELATIONSHIP Services CRM ADVOCACY Integration of all disciplines THE MAIN 10
  11. 11. RGA AGENCY: CREATIVE PLATFORMS THE MAIN 11
  12. 12. NIKE DIGITAL SPORTS. ‣  BUT IS THIS APPROACH SUCCESSFUL? THE MAIN 12
  13. 13. IS THIS A SUCCESS FORMULA? Bought Owned Earned Activation / Campaign Platform / Relevant Content X-Factor Paid Push + Pull Media + Informative Useful Entertaining Humorous Social Sustainable = Buzz / Viral Recommendations Insights Data (can be supported) THE MAIN 13
  14. 14. LET’S HAVE A LOOK AT SOME INTEGRATED PLATFORM CONCEPTS THE MAIN 14
  15. 15. AMEX SMALL BUSINESS SATURDAY. THE MAIN 15
  16. 16. AMEX: KLM AIRLINES: SMALL BUSINESS FACEBOOK SATURDAY SERVICES AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY ‣  Where in the Consumer Pathway would you position the focus of this case? ‣  What kind of supporting channels / stages did you sense watching the case study? THE MAIN 16
  17. 17. ROCKET INTERNET ZALANDO THE MAIN 17
  18. 18. Search Engine Marketing Affiliation & Retargeting AWARENESS Couponing Opinion Leader Inspirations INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY THE MAIN 18
  19. 19. Newsletter Free Hotline Free Shipping 100 Days Exchange Styling Inspiration Shopping Community (Sales) AWARENESS INVOLVEMENT 1:1 Twitter Service ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY 1:1 Facebook Service Special Promotions Facebook Community THE MAIN 19
  20. 20. WHAT DO WE NEED TO DO DIFFERENTLY? THE MAIN 20
  21. 21. THINK CREATIVE PLATFORMS OR BUSINESS SOLUTIONS AND CAMPAIGNS. THE MAIN 21
  22. 22. EXTEND JWT WORLDMADE DISCOVERY? CONSUMER INSIGHTS MARKET INSIGHTS MEDIA INSIGHTS BRAND INSIGHTS PRODUCT INSIGHTS FUTURE INSIGHTS USAGE INSIGHTS PURCHASE INSIGHTS CULTURAL INSIGHTS THE MAIN 22
  23. 23. WHO SHOULD BE YOUR PARTNERS? Client (Data) Media Market Research THE MAIN 23
  24. 24. SKETCH THE CONSUMER PATHWAY. CAR PURCHASE AWARENESS CONSIDERATION Channels: Chrysler Europe Luxury Segment / Test Drives in luxury hotels. TV OOH Online Print RELEVANT SET 2-3 MODELS 4 weeks Time slot to influence a potenial consumer. TRIAL CONVERSION LOYALTY ADVOCACY Channels: Channels: Channels: Channels: 2-3 RETAILERS Retailer 3 weeks 1 MODEL Offline 70% Online 30% Mailings Community Retailer Online / Social Media 2 weeks It is difficult to influence a potential consumer in these periods. THE MAIN 24
  25. 25. DEFINE THE MOST IMPORTANT WEAKSPOT. AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY THE MAIN 25
  26. 26. DEFINE SUPPORTING CHANNELS. Video Display Advertising Opinion Leaders AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY Instore Advertising THE MAIN 26
  27. 27. LEARN FROM BENCHMARKS I Procter & Gamble BeingGirl THE MAIN 27
  28. 28. LEARN FROM BENCHMARKS I Johnson & Johnson Babycenter THE MAIN 28
  29. 29. AN OVERVIEW OVER SUPPORTING CHANNELS. THE MAIN 29
  30. 30. ‣  Creative Banner Advertising ‣  Contextual, behavioral, and regional Targeting ‣  Video Advertising (Smartclip) ‣  Online PR / Advertorials, Coops, Weibo, Bloggers ‣  Making Content available for sharing (Pinterest) Multiplicator Marketing / Blogger ‣  Social Plug Ins ‣  Recommendation Marketing ‣  Community Building ‣  Loyalty Programs / Clubs ‣  Bonuses ‣  Retargeting ‣  Near Field Communication Advocacy Awareness Relationship Building Involvement Consideration Consump -tion ‣  Microsites, Landingpages ‣  Creative Platforms / Apps ‣  Youku branded channels ‣  Renren Campaigns ‣  Gamification ‣  Co-Creation Purchase ‣  SEM CHANNELS! ‣ Social Experiences THINK OF (JWT) BENCHMARK CASES WITHIN THESE MARKETING-Keyword Advertising ‣  ‣  Online Services ‣  Live Chat ‣  Mobile Services ‣  Video Tutorials ‣  Other Services ‣  SEO (Search Engine ‣  Social Shopping (Tuangou) Optimization) ‣  Mobile Payment ‣  Product Reviews (Test ‣  Couponing Campaigns) ‣  Shopping Experience ‣  Brand / Content Websites ‣  Multichannel Retail ‣  Price Comparison (dianping) ‣  Apps THE MAIN 30
  31. 31. Thanks for listening! THE MAIN GMBH Holstentwiete 15 D-22763 Hamburg +49 (0) 40 29 81 20 77 40 ley@themain.de http://de.linkedin.com/in/hannesley THE MAIN 31

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