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Jsou značky v zajetí digitálu?


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Josef Havelka / PPC restart 2018

Published in: Data & Analytics
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Jsou značky v zajetí digitálu?

  1. 1. Jsou značky v zajetí Digitálu? Aneb když ještě stále nejsi paranoidní, tak asi nedáváš pozor… Josef Havelka / September 2018
  2. 2. #jsouznackyvzajetidigitalu?
  3. 3. #nejsou
  4. 4. #jsou
  5. 5. #možnátaktrochu
  6. 6. To celé spiknutí je ještě daleko většíTo celé spiknutí je ještě daleko větší
  7. 7. Gordon Moore
  8. 8. “Změny umožněné digitálními technologijemi, které se odehrávají s takovou rychlostí a v takovém rozsahu, že narušují etablované způsoby tvorby hodnoty, sociální interakce, toho jak děláme byznys a více generelně, naše uvažování. (Riemer, 2013) Digital Disruption
  9. 9. Digital Darwinismus byl definován jako éra ve které technologije a společnost se vyvíjejí rychleji než jsou byznysy schopné se přirozeně adaptovat
  10. 10. Technologie a organizace jsou asymetrické v jejich vývoji
  11. 11. “There is a widening gap between the accelerating complexity of their markets and the limited ability of their organizations to respond.” George S. Day, Wharton School of Business
  12. 12. A global IBM study identifies four major challenges for marketing: 1. Explosion of data 2. Social media 3. Proliferation of channels 4. Shifting consumer demographics
  13. 13. Předpovědi jsou obtížné. Obzvlášť ty týkající se budoucnosti. Niels Bohr
  14. 14. Standardy shlédnutí: Srovnáme li současné chaotické variace všeho čemu se říká “shlédnutí” na různých digitálních “místech” tak je to něco jako fotbalový zápas, ve kterém si každý tým definuje, co je to gól.
  15. 15. Wall Street Journal uvádí, že 600 miliónů plus uživatelů má nainstalován Ad Blocking software.
  16. 16. “We serve ads to consumers through a non-transparent media supply chain with spotty compliance to common standards, unreliable measurement, hidden rebates and new inventions like bot and methbot fraud” Marc Pritchard, CMO Procter & Gamble.
  17. 17. *Adloox, an audit verification company, claims $12.5 billion was siphoned from marketers in 2016. $12.5 milliardový podfuck*
  18. 18. "75% of marketérů není přesvědčena o effektivitě digitálního marketingu, nicméně 66% bude příští rok více investovat do digitálu. Mark Ritson.
  19. 19. Based on the IAB’s numbers and public financial numbers from Google and Facebook, the two digital giants accounted for about 99% of the $2.9 billion in advertising growth in the third quarter—with Google making up about 54% of the total and Facebook about 45%, leaving just 1% for everyone else. 99%
  20. 20. Accenture Interactive, IBM Interactive Experience, Deloitte Digital and PwC Digital Services combined would rank among the world's 10 largest digital networks. All four rank among the top 15 of the world's largest agency companies.
  21. 21. Long-term prospects Immediate prospects Broad but slower effects, big paybacks Narrower but earlier effects, smaller paybacks Existing customers Short term Long term Sales Activation Brand Building Source: Les Binet and Peter Field, The Long and the Short of It, IPA, (Figure 22) A long-term outward focus brings broader and bigger effects
  22. 22. “We’re now all about targeting and retargeting,” said someone “Who’s thinking about what people are going to be dreaming about?”
  23. 23. Shortterm-ism
  25. 25. Brand-building and sales activation work over different timescales Sales activation / Short-term sales uplifts Time Brand-building / Long-term sales growth Sales uplift over base Source: Les Binet and Peter Field, Media in Focus: Marketing Effectiveness in the Digital Era, IPA, (Figure 02) Short term effects dominate - 6 months Sales activation Short-term sales uplifts Brand building Long-term sales growth
  26. 26. Amazon Echo sales are actually on pace with 1st-year iPhone sales, despite being a household unit, versus a personal unit. Michael Wolf, technology strategist, 2016
  27. 27. A new Global Digital Outlook Study released by digital- agency society SoDA and Forrester found that more than three-quarters of client-side marketers and agency leaders believe the term "digital" will disappear within five years as a meaningful differentiator.
  28. 28. I don’t believe we have an online and offline consumer. Marketing needs to move from having (separate) digital priorities. We need to stop about what is the digital strategy. I always smile when agencies are claiming they are doing digital. Honestly, may be that was good in 2010 but in 2017 they should claim they just do marketing. We need to stop talking about digital - it’s all part of marketing.
  29. 29. Thank You for Your Attention
  30. 30. The autonomous car dropped Lori at her home and then left for its scheduled service at the dealership. It would be back in time to take her to the airport the next morning. On the way into her house, Lori gathered the drone deliveries from the drop box on her stoop. The familiar voice of Eve, a next-generation smart assistant like Alexa, greeted her in the foyer and gently reminded her of the travel plans for her upcoming conference in LA. Lori hadn’t bothered to learn the details, since Eve had taken care of finding the best flight, seat, and hotel room that her company’s expense policy would allow. As she unpacked her grocery delivery, Lori saw that Eve had adjusted her weekly purchases, omitting perishables and adding travel-size toiletries and sunblock. Calculating that Lori was running low on detergent (and aware she’d be coming home with laundry to do), the bot had ordered more but switched to a new, less expensive brand that was getting good consumer reviews. And, knowing that Lori wouldn’t want to cook, it had arranged for her favorite takeout to be delivered upon her return. Thank goodness for Eve, Lori thought to herself. In addition to managing her shopping and travel, the bot tracked her spending and kept her costs down. Each quarter, for example, Eve checked all the telecommunications plans on the market and compared them against Lori’s projected data usage. Her current plan gave her the best price for her mostly evening and weekend usage, but with her brother’s 40th birthday approaching, Eve had anticipated a lot of data traffic among Lori’s friends and family and found a deal from an upstart firm that would save her money. That offer was instantly matched by Lori’s current provider, a company that had paid to be featured on Eve and to have the right to meet competitors’ prices. Lori relied on Eve for similar help with buying insurance, banking, and investment products, too. Sometimes she had to instruct her bot about her criteria and the trade-offs she was willing to make (for example, to forgo higher returns for a greener investment portfolio), but more recently, Eve had begun figuring out what product attributes she was after—even aesthetic ones—without having to be told. Lori didn’t know how she had ever coped without Eve. She had come to trust the bot not just for advice on complex purchases but also to make many of her routine decisions and to introduce her to new products and services she didn’t even know she wanted.