A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be. (Aleksander Smigielski, Unilever)
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The document provides 10 rules for maximizing user experience and engagement in digital advertising. The rules are to search for the right audience and platform, focus on the goal, use the appropriate audience, platform and device, have a clear purpose, provide real utility or entertainment, keep things simple, prioritize speed, show respect for users, measure various metrics, and do good through your efforts. The overall message is that advertisers should move quickly, keep messages simple, respect and add value for consumers, and measure the impact of their efforts.
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A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be. (Aleksander Smigielski, Unilever)
- 1. How to get a maximum on User Experience and engagement Aleksander Smigielski
- 2. What do FMCG advertisers dig for?
- 3. Media have always been changing fast
- 5. Clients believe they aren’t stupid and definitely don’t like to be told so
- 6. Agencies exist to catch as much as possible first and serve clients second
- 7. Clients have always wanted neutrality and balance
- 8. Barriers Not sure it works It is too time consuming It is risky It doesn’t build awareness like TV
- 9. Rules of engagement: how to maximize engagement?
- 10. #1: search and you shall find
- 11. #2: play to the puck
- 12. #3: right audience, platform, device
- 14. #5: real utility, or real entertainment
- 15. #6: simplicity
- 16. #7: speed
- 17. #8: respect
- 18. #9: measure
- 20. In the perfect world we should • Move fast & “play to the puck” • Keep it simple • Respect consumers & add value • Measure: • Reach, Impact, Cost & Evaluation • Do good
- 21. “It is our time”
Editor's Notes
- Neutrality and unbiased recommendation that would help driving the business despite lack of clear link between media and sales in most casesKeyquestions to answer: howdigitalfits my TG, howshould I integrateit, how do I make marketerscomfortableinthedigitalspace
- Complexity and fast change suit agencies, thank that they are always one step ahead, they can lead the clients, be indispensable and profitable
- Evangelizing of some agencies works against the industry sometimes, preaching about doing digital only sounds ludicrous most of the time
- WPP andOmnicom, twoworld’sbiggestholdingskeepannouncingrecordprofitsduringthecrisis
- Nomediaeverdies, clients want a neutralapproach, unbiasedcomparisonofvarioustypesofmediaandan independent recommendation, we need to ensureourpackage, in-store, CRM, traditionalanddigitalmediasynergize
- In a world of disruption we still want consumers to receive an isolated message, understand it and take action based on it. AIDA. It’s like walking on water sometimes
- We have to be searchable,ifyoudon’texist on google’sfirspageofthesearch, youdon’texistatall. Itapplies to desktop andmobile as well
- Wayne Gretzky – the world’s greatest hockey player and one of three digital visionaries I’ll introduce you to today.“A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be” So we must: ID mobile consumersWhere will consumers be in a year?Where will tech be in a year?Our guess, based on Western trends:10% will soon be watching regular TV via mobile devices.Of the other 90%, at least half will be using their mobile devices while watching traditional TV.Because we have a young population that loves tablets, the numbers could grow bigger, faster.
- No 2 people use their device the same way. It’s a phone, pager, alarm clock (esp. for young men)calendar, organiser, camera, games console (esp for young women)email device, juke box, GPS, TV, wallet, key, remote control.Our strongest partners understand that & build strategies that reflect how each population group uses its devices.
- That know-how drives a strong brief.If we know how consumers use devices & how we would like them to respond, Developing strategies becomes much simpler:Should they see, think, feel, do, or most importantly, share?
- Critical learning:Whatever assets we give the public, they must be brilliant.Utilities need to be “must use every day” utilities.If something’s supposed to be funny, it needs to be “laugh out loud” funny. Not “meh”.Games must be addictive, must-share experiences.And people need to be able to touch, swipe, shake share, use all the time.
- Here is the unfortunate reality of most digitalcampaigns. We “tick the digital box” and run a Print ad with url in it.Then we send the consumer on a meandering journey and expect them to stay interested.This is where we need your help. New technologies are great.But unless its dead simple for the consumer and the technology is ubiquitous it ends up just being a very complicated consumer journey. We shouldn’t make consumers do this. If we cannot make their lives better, what right do we have to expect them to engage?
- I’ve been shocked at the extent to which businesses here abuse that relationship.It seems every store wants my mobile number “for the guarantee”. This is a really dangerous practise, which can breed brand haters.Because on a PC, unwanted messages are annoying. On a mobile, my mobile in my pocket, they are an invasion of privacy, an insult, an outrage. Not all consumers feel this way, yet. But that will change very quickly if Western trends are anything to go by.So we will partner only with companies which respect consumers’ privacy and which follow the spirit as well as the letter of permission-based marketing rules.
- We expect everything we do to be measured. Our second digital visionary, Sir Winston Churchill was right:“However beautiful the strategy, you should occasionally look at the results.” And two thousand years ago, Cicero said “Any man can make mistakes, but only an idiot repeats his error”.Developing markets have a huge advantage. Our western colleagues have been testing digital work for years. They’ve made plenty of mistakes, so we don’t have to. We can avoid becoming Cicero’s idiots if we can connect with colleagues around the world and work together.So capturing and sharing learning is going to be absolutely critical.It also gives multinational a real advantage.We call our approach to measurement RICE:Reach – how many people did we touch?Impact – did we change their behaviour, brand love, purchasing intent?Cost – was it worth it?Cost must be the final piece of the equation – it’s all very well for a campaign to have a positive effect on 100,000 people, but the activity must be affordable – the marketing director of Audi, who made his name setting up an Audi TV channel, later remarked that it would have been cheaper to give each viewer of the channel their won Audi TT! Evaluation – what can we learn for the next time, the next country?
- The human race makes smartphones faster than babies.We own more mobiles than toothbrushes or toilets.If everyone consumed resources the way we do in the GCC and the West, we would need three more planets tomorrow.So we’re serious about our sustainable living plan, which is arguably the most ambitious of any multinational. It’s why I joined Unilever.Lifebuoy soap is in partnership with the UN to run and promote World Handwashing day, because cleaning hands with soap can save millions of lives. Locally we’ve signed a deal with the Saudi Water Authorities to conserve water – through our production process, through how consumers use our products and through a public education campaign.We have a strong focus on public health through Lifebuoy and our toothpaste brands. Here’s a simple mobile campaign from India., encouraging kids to brush twice a day.Shah Rukh is a Bollywood star, very popular with kids.Consumers called to register their mobile number, and received a recorded phone call from Shah Rukh at a designated time. The call was addressed to the kid of the house and encouraged him or her to brush.This generated ¾ million calls and we hope to roll it out.We’re looking to seed element of our sustainable living plan into all our communications, and mobile will be a key part of it.For any cynics in the room, please check out the website and the comments of our independent monitors. Our plan is a major initiative and is getting global recognition.
- So this is how we’re doing things in mobile, and what we expect from our perfect partners.We are looking for speed, simplicity, consumer value, measurement and a commitment to our consumers and their environment.