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Combining Art and Science in Digital Marketing

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Albert Einstein once said that “the most beautiful and deepest experience a man can have is the sense of the mysterious”. This sentiment now rings true for many aspects of today’s world but is particularly significant when it comes to the marketing experiences of modern consumers.

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Combining Art and Science in Digital Marketing

  1. 1. Connecting Art & Science for great marketing experiences. Luke Judge connect: London 2018 ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.
  2. 2. Skydiving
  3. 3. Charity
  4. 4. Concert
  5. 5. Something is wrong in the digital world.
  6. 6. PAID SEARCH ADS THAT ALL SAY THE SAME THING
  7. 7. INBOX CLOGGING EMAILS
  8. 8. RETARGETING ADS THAT FOLLOW YOU FOR MONTHS, REGARDLESS OF WHO YOU ARE
  9. 9. ???
  10. 10. Please forgive me.
  11. 11. The solution lies in marrying together Art and Science.
  12. 12. When art and science inspire each other great things happen.
  13. 13. © DQ&A. All Rights Reserved 14 12th root of 2
  14. 14. © DQ&A. All Rights Reserved 15 Leonardo da Vinci was an extraordinary artist because he was an extraordinary scientist.
  15. 15. © DQ&A. All Rights Reserved 16
  16. 16. © DQ&A. All Rights Reserved 17
  17. 17. © DQ&A. All Rights Reserved 18
  18. 18. When art and science come together well, it transcends complexity and we see beautiful results.
  19. 19. With this in mind, it’s time to simplify the complexity of best-in-class digital. ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.24
  20. 20. © 2017 DQ&A. All Rights Reserved 26 A marketer’s job is like walking a tightrope.
  21. 21. The secret to success lies in creating an emotional connection.
  22. 22. Picture of a woman considering a dress in front of a mirror.
  23. 23. We have to put the romance back into marketing ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.30
  24. 24. © 2017 DQ&A. All Rights Reserved 31 Forrester predicts that 2019 is the year marketing “gets sexy again.”
  25. 25. ...tools don’t get interesting until they get technologically boring.” - Clay Shirky. “
  26. 26. The holy grail.
  27. 27. So let’s start by dating ... ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.34
  28. 28. © 2017 DQ&A. All Rights Reserved 36 First you have to meet...
  29. 29. Now add some sizzle ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.37
  30. 30. ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.38
  31. 31. Spend quality time together ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.39
  32. 32. © Google Inc. 2017. All rights reserved. PUT RACQUET IN BASKET BUT DID NOT PURCHASE PREVIOUSLY PURCHASED A RACQUET Personalization with dynamic creative...
  33. 33. Now you’re ready to get engaged ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.42
  34. 34. © 2017 DQ&A. All Rights Reserved 43 Make sure it’s a great experience.
  35. 35. © 2017 DQ&A. All Rights Reserved 44
  36. 36. © 2017 DQ&A. All Rights Reserved 45
  37. 37. © 2017 DQ&A. All Rights Reserved 46 (...I do)
  38. 38. ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED. Back to the internet.
  39. 39. We’re in a Creative Renaissance.
  40. 40. CREATIVE TECH DC LAUNCH AD SERVER Timeline. 1994 1996 2000 2006 2008 2012 2018 BANNER ADS
  41. 41. 1994: The first banner Ad.
  42. 42. 1996 DoubleClick Launched.
  43. 43. The simple banner took down one of America’s largest airlines.
  44. 44. December 1, 2001
  45. 45. CREATIVE TECH Timeline. BANNER ADS 1994 1996 2000 2006 2008 2012 2018 DC LAUNCH AD SERVER RICH MEDIA SOCIAL AD LAUNCH SOCIAL PEAKS
  46. 46. 2001: Flash and Rich Media.
  47. 47. 2005: Modern Ad Technology.
  48. 48. 2006: Social Ad Launch.
  49. 49. A little known Senator from Illinois took the world by surprise.
  50. 50. CREATIVE TECH Timeline. 1994 1996 2000 2006 2008 2012 2018 BANNER ADS DC LAUNCH AD SERVER RICH MEDIA SOCIAL LAUNCH SOCIAL PEAKS PROGRAMMATIC HTML5 ADS
  51. 51. 2010: Programmatic and RTB.
  52. 52. 2012: Launch of DoubleClick Bid Manager.
  53. 53. CREATIVE TECH Timeline. 1994 1996 2000 2006 2008 2012 2018 BANNER ADS DC LAUNCH AD SERVER RICH MEDIA SOCIAL PEAKS PROGRAMMATIC HTML5 ADS TODAY SOCIAL LAUNCH
  54. 54. Programmatic buying is everywhere. 84% Display 60% Mobile 58% Video 26% Social 26% Search 14% TV 13% Audio 07% Outdoor
  55. 55. Programmatic Direct.
  56. 56. Media Creative Technology
  57. 57. Stronger together. Media Creative Technology Data & Measurement
  58. 58. The Modern Renaissance.
  59. 59. 72©2018 JOYSTICK INTERACTIVE. ALL RIGHTS RESERVED.
  60. 60. Interscroller. AR-based.Location-based.
  61. 61. ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.75 Tap-To-Call. Messenger Ads.
  62. 62. ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.76 Dynamic. Retargeting. Multi-lingual.
  63. 63. ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.77
  64. 64. ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED. How to get started.
  65. 65. © DQ&A. All Rights Reserved 80 The key ingredients for success. Data Measurement Creative Media Tech
  66. 66. © DQ&A. All Rights Reserved 81 Data Audiences & Data Product Feeds & APIs 1st, 2nd, 3rd Party Data Destination API Availability API / Feed Tripadvisor API Weather API Recommendation Engine Website Audiences CRM Audiences Travel Audience Profiles Google Audiences
  67. 67. © DQ&A. All Rights Reserved 82 Creative Creative Assets & Templates Brand, CI & Campaign Guidelines Photo & Video Library HTML5 Template Library Dynamic Preview Platform Audiences & Data Product Feeds & APIs 1st, 2nd, 3rd Party Data Destination API Availability API / Feed Tripadvisor API Weather API Recommendation Engine Website Audiences CRM Audiences Travel Audience Profiles Google Audiences
  68. 68. © DQ&A. All Rights Reserved 83 Tech Audiences & Data Creative Assets & Templates Brand, CI & Campaign Guidelines Photo & Video Library HTML5 Template Library Product Feeds & APIs 1st, 2nd, 3rd Party Data Dynamic Preview Platform Destination API Availability API / Feed Tripadvisor API Weather API Recommendation Engine Website Audiences CRM Audiences Travel Audience Profiles Google Audiences
  69. 69. © DQ&A. All Rights Reserved 84 Media DCO Localization Layer customized creative assembly based on location, language, currency, offer, media platform FEAM ESAP NAM/LAM Agency 1 Agency 2 Agency 1 Agency 2 Agency 1 Agency 2 Local Campaign Delivery Local Campaign Delivery Local Campaign Delivery Audiences & Data Creative Assets & Templates Brand, CI & Campaign Guidelines Photo & Video Library HTML5 Template Library Product Feeds & APIs 1st, 2nd, 3rd Party Data Dynamic Preview Platform Destination API Availability API / Feed Tripadvisor API Weather API Recommendation Engine Website Audiences CRM Audiences Travel Audience Profiles Google Audiences
  70. 70. © DQ&A. All Rights Reserved 85 Measurement Cross-regional learnings on DCO performance & optimization DCO Localization Layer customized creative assembly based on location, language, currency, offer, media platform FEAM ESAP NAM/LAM Agency 1 Agency 2 Agency 1 Agency 2 Agency 1 Agency 2 Local Campaign Delivery Local Campaign Delivery Local Campaign Delivery Audiences & Data Creative Assets & Templates Brand, CI & Campaign Guidelines Photo & Video Library HTML5 Template Library Product Feeds & APIs 1st, 2nd, 3rd Party Data Dynamic Preview Platform Destination API Availability API / Feed Tripadvisor API Weather API Recommendation Engine Website Audiences CRM Audiences Travel Audience Profiles Google Audiences
  71. 71. © DQ&A. All Rights Reserved 86 The Dynamic Creative Optimisation Machine Audiences & Data Creative Assets & Templates Brand, CI & Campaign Guidelines Photo & Video Library HTML5 Template Library Product Feeds & APIs 1st, 2nd, 3rd Party Data Dynamic Preview Platform Destination API Availability API / Feed Tripadvisor API Weather API Recommendation Engine Website Audiences CRM Audiences Travel Audience Profiles Google Audiences DCO Localization Layer customized creative assembly based on location, language, currency, offer, media platform FEAM ESAP NAM/LAM Agency 1 Agency 2 Agency 1 Agency 2 Agency 1 Agency 2 Cross-regional learnings on DCO performance & optimization Local Campaign Delivery Local Campaign Delivery Local Campaign Delivery
  72. 72. ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.87 Integrating Technology and Creative. 50/50 New/Returning Customers To support the launch of the FitBit Blaze in Cotswold Stores we ran a full-funnel programmatic display campaign featuring: ● Upper-level prospecting using highly segmented first-party data and lookalike audiences ● A bespoke combination of website URLs and related keywords generated content themes to find qualified new users ● Retargeting with aggressive messaging to encourage final conversions
  73. 73. © 2017 DQ&A. All Rights Reserved 91 1) Use the data. Get to know your audience. 2) Tell a story that stirs the emotion. 3) Build creatives that form a connection. 4) Measure brilliant, but trust your instinct. 5) Crank up the Machine.
  74. 74. © 2017 DQ&A. All Rights Reserved 92
  75. 75. Thank you! 93
  76. 76. © DQ&A. All Rights Reserved 95 Video/music of orchestra playingThank you! 95

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