Brands are shifting from focusing on consumers and prospects to focusing on people. This recognizes that digital is everywhere in people's lives and that brands must engage with people through digital in a trusted, authentic, and transparent way. Brands are also shifting from a push model to one where people are empowered through digital. This opens greater potential for brands to deliver value to people.
ZenithOptimedia is championing a new strategic approach to communications planning that sees a radical rethink of the way clients prioritise and allocate resources across paid, owned and earned media.
Red Ant: Digital Strategy Whitepaper 2011Brian Crotty
In 2009, the IAB (Internet Advertising Bureau) predicted that internet advertising – just one small part of a digital strategy - would
overtake TV advertising by the end of the year. This was inaccurate – according to the IAB’s own figures, internet ad spend
outstripped TV ad spend a good three months before the end of 2009. The UK is now the world’s first major economy to spend
more on online advertising than on TV – currently, the internet takes 23% of all advertising spend, compared with 21.9% for TV.
And, according to analysis by business consultants Price Waterhouse Coopers, over the last 12 months most digital media
categories grew by more than originally forecast, despite a challenging economic climate which frequently had a devastating
effect on other, more traditional marketing activities. Digital is clearly still the fastest growing area of marketing, customer
retention and engagement. Inevitably, digital channels and engagement through digital channels are now not only an expected
part of audience experience when connecting with a brand - they are often at the core of an audience member’s engagement
with a brand. Audience expectation has increased to such a level when considering brand engagement that:
• it is no longer acceptable for a brand to wait for the audience to visit
• brands must actively communicate to prosper
• positive engagement snowballs, arrogance creates stagnancy
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
Brands have long considered the value and prospects of selling directly to consumers. In some instances, marketplaces tampered with those considerations providing quick and efficient ways to reach consumers and sell products with a lower level of effort and barriers to entry. While serving a need to some, marketplaces present their own set of challenges that can be solved by going direct leading companies to either diversify their current channel mix by launching their own DTC or shift their strategy to just DTC which has been supercharged by COVID-19.
ZenithOptimedia is championing a new strategic approach to communications planning that sees a radical rethink of the way clients prioritise and allocate resources across paid, owned and earned media.
Red Ant: Digital Strategy Whitepaper 2011Brian Crotty
In 2009, the IAB (Internet Advertising Bureau) predicted that internet advertising – just one small part of a digital strategy - would
overtake TV advertising by the end of the year. This was inaccurate – according to the IAB’s own figures, internet ad spend
outstripped TV ad spend a good three months before the end of 2009. The UK is now the world’s first major economy to spend
more on online advertising than on TV – currently, the internet takes 23% of all advertising spend, compared with 21.9% for TV.
And, according to analysis by business consultants Price Waterhouse Coopers, over the last 12 months most digital media
categories grew by more than originally forecast, despite a challenging economic climate which frequently had a devastating
effect on other, more traditional marketing activities. Digital is clearly still the fastest growing area of marketing, customer
retention and engagement. Inevitably, digital channels and engagement through digital channels are now not only an expected
part of audience experience when connecting with a brand - they are often at the core of an audience member’s engagement
with a brand. Audience expectation has increased to such a level when considering brand engagement that:
• it is no longer acceptable for a brand to wait for the audience to visit
• brands must actively communicate to prosper
• positive engagement snowballs, arrogance creates stagnancy
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
Brands have long considered the value and prospects of selling directly to consumers. In some instances, marketplaces tampered with those considerations providing quick and efficient ways to reach consumers and sell products with a lower level of effort and barriers to entry. While serving a need to some, marketplaces present their own set of challenges that can be solved by going direct leading companies to either diversify their current channel mix by launching their own DTC or shift their strategy to just DTC which has been supercharged by COVID-19.
The Future of 2013... A Look Forward to the Media Landscape in 2013Mindshare Ireland
An overview of the 2013 media landscape from Ireland's largest media agency. This presentation reviews media consumption in Ireland and the impact of multi-screening on mobile, social and TV, as well as trends to come. Get the scoop on trading, radio, press and digital, and how best to maximise ROI through integrated media strategies.
To stay up to date on all things media visit www.blog.mindshare.ie
The Funnel Doesn’t Care About Customers; The Funnel Only Cares About The Fun...Brian Solis
Frictionless, integrated omnichannel is the baseline for next generation customer experiences. There are two sides to customer engagement and relationships that need your attention. There’s the experience customers have today of which they endure because it’s their only choice. There’s also the journey customers hack to work for them or worse, other companies design a path that’s more familiar, intuitive and meaningful because. Yet, either one of those two experiences represent the fate of companies that choose to invest in one or the other.
Leading digital analyst and futurist Brian Solis and Teleperformance share how to unite disparate efforts for an approach that's integrated, consistent and complementary.
State of influence 2.0 by Brian Solis and TraackrBrian Solis
A groundbreaking report on the state and future of influencer marketing by Brian Solis and Traackr. What if influencer marketing was more than marketing? What if it was about the end-to-end customer or employee experience?
Welcome to a new era of marketing; an era where brands are shaped by the people who experience them. In a world where most consumers are connected, the experiences that they have and share online collectively shape their perceptions, impressions and actions. To a certain extent, all connected consumers are becoming influential in their own ways.
Influence has never been more import- ant. Every year, global communica- tions marketing firm Edelman pub- lishes its “Trust Barometer” report that captures the sentiment of trust in a variety of industries and scenarios. In its 2017 edition1, Edelman learned that the credibility of CEOs was at its lowest level ever. At the same time, the report found that trust in peers, or “a person like yourself,” is as cred- ible a source of information about a company as a technical or academic expert. Without trust, brand market- ing may fall upon skeptical, distrusting or altogether inattentive audiences.
By partnering with the right influenc- ers, or people who tell the right stories in the right context by delivering value at each step, brands can reach people through those they trust while earning trust in the process.
The Future of Social and Digital Ads: 6 Key TrendsZontee Hou
What's driving digital advertising in 2017? What will drive it in 2020? Understanding where digital advertising is now and will be in the future is key to planning and creating more effective advertisements.
This presentation, first given at Innovation Congress, is also summarized in a forthcoming blog post for ConvinceandConvert.com.
Want Zontee to speak for your organization? Visit zonteehou.com.
Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners.
Responsive Marketing in a Real Time World David Armano
It used to be easy. Plan, test and launch marketing campaigns over an ample amount of time. But marketers need to think more like developers who deal in rapidly changing and fast moving environments where technology constantly evolves. Today, brands are both built and preserved in real time and content is the currency of the Web. The modern day imperative for organizations is evolving their marketing machines to operate both at scale and with agility.
According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person.
In recent years, a fundamental sea change has been occurring between buyers and sellers, with the former now ceasing control of the buying process. This paradigm shift has been digitally powered with todays buyers only one touch away from connecting with content or peers that can help guide them on their purchasing journey.
This presentation will explore the challenges that not only lay ahead for todays B2B marketers, but also explore some of the ways in which SAP is adapting to this 'New Reality’.
Digital Transformation of the Guest Experience by Brian SolisBrian Solis
The digital transformation of the hotel guest experience will be a major competitive advantage for hoteliers according to this new report from Sabre Corporation (NASDAQ: SABR) in cooperation with Brian Solis.
In this new study, we investigate the market challenges facing the industry. We interviewed hotel executives from around the world to better understand the technology, challenges and trends that factor into their guest experience strategy. This report will ultimately guide you in architecting the modern guest experience.
What's Inside:
The modern guest experience blueprint
Behind the scenes + exclusive executive interviews of top hospitality brands
Challenges hospitality brands face + how to overcome them
What separates traditional brands from modern brands
Download this report to learn how you can lead change within your brand and how to overcome common hurdles including legacy systems and technologies, silos, inadequate customer journeys + outdated guest perspectives and UX.
The future of hospitality is clear: Customer experience is the make-or-break factor for hoteliers. Will it be your downfall or your competitive advantage?
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
The 10 most prominent google partners to look at in 2019Merry D'souza
Insights Success is bringing its readers, the stories which belong to the Indian digital space. In this issue of ‘The 10 Most Prominent Google Partners to look at in 2019,’ the magazine is showcasing exemplary work done by some of the best Google Partners in the country.
On the cover, we have featured CGS Infotech Solutions Pvt. Ltd.
Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.Adobe
This monthly series by IQ, presented to you by CMO.com by Adobe, is an executive guide for brands ready to usher their marketing into the digital age. It will outline what companies need to master in order to superserve the all-powerful modern consumer.
While augmented reality (AR) remains in the experimental phase for most companies, research confirms that the market is expected to grow as quickly as smartphones and tablets.
While market watchers have yet to quantify AR’s true enterprise value, that is expected to change soon. As a result, an AR infrastructure is emerging. From supporting seam¬less collaboration to reducing product design iterations, AR will soon be a part of every day work life.
Interactive Marketing: Building Brand Awareness & Delivering Results Quinn Sheek
Many marketers make the mistake of defining their interactive marketing strategies in silos: display advertising, search, email, affiliate marketing, etc. As the interactive marketing landscape becomes ever more complex it is becoming critical to have a deep understanding of each digital medium without neglecting the end goal of your marketing efforts. In this session we will discuss the importance of breaking down silos to deliver the best possible results.
The Future of 2013... A Look Forward to the Media Landscape in 2013Mindshare Ireland
An overview of the 2013 media landscape from Ireland's largest media agency. This presentation reviews media consumption in Ireland and the impact of multi-screening on mobile, social and TV, as well as trends to come. Get the scoop on trading, radio, press and digital, and how best to maximise ROI through integrated media strategies.
To stay up to date on all things media visit www.blog.mindshare.ie
The Funnel Doesn’t Care About Customers; The Funnel Only Cares About The Fun...Brian Solis
Frictionless, integrated omnichannel is the baseline for next generation customer experiences. There are two sides to customer engagement and relationships that need your attention. There’s the experience customers have today of which they endure because it’s their only choice. There’s also the journey customers hack to work for them or worse, other companies design a path that’s more familiar, intuitive and meaningful because. Yet, either one of those two experiences represent the fate of companies that choose to invest in one or the other.
Leading digital analyst and futurist Brian Solis and Teleperformance share how to unite disparate efforts for an approach that's integrated, consistent and complementary.
State of influence 2.0 by Brian Solis and TraackrBrian Solis
A groundbreaking report on the state and future of influencer marketing by Brian Solis and Traackr. What if influencer marketing was more than marketing? What if it was about the end-to-end customer or employee experience?
Welcome to a new era of marketing; an era where brands are shaped by the people who experience them. In a world where most consumers are connected, the experiences that they have and share online collectively shape their perceptions, impressions and actions. To a certain extent, all connected consumers are becoming influential in their own ways.
Influence has never been more import- ant. Every year, global communica- tions marketing firm Edelman pub- lishes its “Trust Barometer” report that captures the sentiment of trust in a variety of industries and scenarios. In its 2017 edition1, Edelman learned that the credibility of CEOs was at its lowest level ever. At the same time, the report found that trust in peers, or “a person like yourself,” is as cred- ible a source of information about a company as a technical or academic expert. Without trust, brand market- ing may fall upon skeptical, distrusting or altogether inattentive audiences.
By partnering with the right influenc- ers, or people who tell the right stories in the right context by delivering value at each step, brands can reach people through those they trust while earning trust in the process.
The Future of Social and Digital Ads: 6 Key TrendsZontee Hou
What's driving digital advertising in 2017? What will drive it in 2020? Understanding where digital advertising is now and will be in the future is key to planning and creating more effective advertisements.
This presentation, first given at Innovation Congress, is also summarized in a forthcoming blog post for ConvinceandConvert.com.
Want Zontee to speak for your organization? Visit zonteehou.com.
Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners.
Responsive Marketing in a Real Time World David Armano
It used to be easy. Plan, test and launch marketing campaigns over an ample amount of time. But marketers need to think more like developers who deal in rapidly changing and fast moving environments where technology constantly evolves. Today, brands are both built and preserved in real time and content is the currency of the Web. The modern day imperative for organizations is evolving their marketing machines to operate both at scale and with agility.
According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person.
In recent years, a fundamental sea change has been occurring between buyers and sellers, with the former now ceasing control of the buying process. This paradigm shift has been digitally powered with todays buyers only one touch away from connecting with content or peers that can help guide them on their purchasing journey.
This presentation will explore the challenges that not only lay ahead for todays B2B marketers, but also explore some of the ways in which SAP is adapting to this 'New Reality’.
Digital Transformation of the Guest Experience by Brian SolisBrian Solis
The digital transformation of the hotel guest experience will be a major competitive advantage for hoteliers according to this new report from Sabre Corporation (NASDAQ: SABR) in cooperation with Brian Solis.
In this new study, we investigate the market challenges facing the industry. We interviewed hotel executives from around the world to better understand the technology, challenges and trends that factor into their guest experience strategy. This report will ultimately guide you in architecting the modern guest experience.
What's Inside:
The modern guest experience blueprint
Behind the scenes + exclusive executive interviews of top hospitality brands
Challenges hospitality brands face + how to overcome them
What separates traditional brands from modern brands
Download this report to learn how you can lead change within your brand and how to overcome common hurdles including legacy systems and technologies, silos, inadequate customer journeys + outdated guest perspectives and UX.
The future of hospitality is clear: Customer experience is the make-or-break factor for hoteliers. Will it be your downfall or your competitive advantage?
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
The 10 most prominent google partners to look at in 2019Merry D'souza
Insights Success is bringing its readers, the stories which belong to the Indian digital space. In this issue of ‘The 10 Most Prominent Google Partners to look at in 2019,’ the magazine is showcasing exemplary work done by some of the best Google Partners in the country.
On the cover, we have featured CGS Infotech Solutions Pvt. Ltd.
Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.Adobe
This monthly series by IQ, presented to you by CMO.com by Adobe, is an executive guide for brands ready to usher their marketing into the digital age. It will outline what companies need to master in order to superserve the all-powerful modern consumer.
While augmented reality (AR) remains in the experimental phase for most companies, research confirms that the market is expected to grow as quickly as smartphones and tablets.
While market watchers have yet to quantify AR’s true enterprise value, that is expected to change soon. As a result, an AR infrastructure is emerging. From supporting seam¬less collaboration to reducing product design iterations, AR will soon be a part of every day work life.
Interactive Marketing: Building Brand Awareness & Delivering Results Quinn Sheek
Many marketers make the mistake of defining their interactive marketing strategies in silos: display advertising, search, email, affiliate marketing, etc. As the interactive marketing landscape becomes ever more complex it is becoming critical to have a deep understanding of each digital medium without neglecting the end goal of your marketing efforts. In this session we will discuss the importance of breaking down silos to deliver the best possible results.
Advanced Brand and Marketing for Early Stage CompaniesTomas Puig
This workshop was first given at SXSW 2015 as “Advanced Brand and Marketing for Early Stage Companies”. It explains how to evaluate the market and build a framework for creating a best in class marketing group.
Keep in mind this was presented as a workshop with a lot of the slides spoken over. So you may miss some context.
The surge of Millennials into the marketplace, their affinity for mobile devices and their finely tuned sense for marketing baloney has led to a major shift in branding strategies. Brands that make the shift from “return on investment” to “return on involvement” in today’s social economy with the largest generation on the planet …will surely win.
Today’s branding strategies are shifting from a reactive, interruptive, big promise model to an interactive, engagement, personal gesture model. Millennials increasing spending power and influence on older generation’s purchase decisions make Millennials a prime target for building brand loyalty. Leverage the below U.S. statistics to rethink and retool your strategy to connect with tomorrow’s top consumer.
Luxury brands have always been a fascinating sector and luxury brand marketing one of the most complicated disciplines.
Packaged as the 8 P’s of luxury brand marketing, this article attempts to bring together the elements and interplay between the principles that are employed in the luxury brand marketing mix.
2018 Digital Marketing Strategy Proposal Templateunfunnel
http://bit.ly/powerhouse-digital-mktg-proposal
This free template provides a quick and easy outline for how to not only win in the digital marketplace across multiple channels, but also how you can get clients and team members on-board (beyond politics or who gets the credit).
Download this free guide to have a consistent reference for how to format, visualize and deliver online success in 2016.
Get it here: http://bit.ly/powerhouse-digital-mktg-proposal
This is the presentation I shared at our (space150's) Deepspace event on Modern Brand Building. Dion Hughes of Persuasion Arts & Sciences and Adrian Ho of Zeus Jones shared some excellent thoughts on this topic of well (search for their presentations here too). Campaigning isn't quite the right term for what I was trying to say, but some good discussion followed the presentation, so it wasn't totally off. I'll be working to improve this, so if you have any thoughts, please share.
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
CMO Exchange - CMOs as Change Management Operators panel - January 27 2013FortuneCMO, LLC
CMO Exchange panel: 'CMOs as Change Management Operators' by Steven Cook, Vince Ferraro, Maribel Garcia-Rodriguez, Lorena Harris and Filip Wouters. #CMOExchange #CMO.com
CMO Exchange panel: 'CMOs as Change Management Operators' by Steven Cook, Vince Ferraro, Maribel Garcia-Rodriguez, Lorena Harris and Filip Wouters. #CMOExchange #CMO.com
The consumerization of B2B technology is dramatically changing how decision-makers research, discover and engage with peers in their journey. During this keynote presentation, author, digital anthropologist and Altimeter Group principal analyst Brian Solis, will uncover the innovative strategies B2B brands are implementing to better adapt to the increasingly complex and cross-channel decision-making experience. Using his own research, analysis and experience with B2B companies as a baseline, Brian will share his perspectives and real life examples of how B2B brands can:
-Understand new disruptions in the modern decision-making journey
-Humanize the B2B buying experience using more emotive and personalized approaches
-How information and peer-insights have evolved in key touch-points
-Help buyers manage risk in the selection process
Why Business-to-Business Marketing is Transforming to People-to-People MarketingBailey Burk
Business-to-Business is transforming to People-to-People marketing (P-to-P). P-to-P is personalized; its focus is one-to-one communication resulting in preference and emotional connection with the brand.
Perception Management in The Digital Age: A Presentation at the MARKCOMM Stud...Brooks and Blake
This presentation was given at the 2015 Marketing Communications Students Forum. It is a forum where PR and marketing professionals share industry trends and practice with students pursuing degrees in marketing, journalism and communications related courses. The presentation was given by Sola Fijabi, Brooks and Blake's Principal Partner.
Webenza is a renowned Digital Marketing Agency in Bangalore. We create simple and meaningful digital experiences to help them attract and engage their customers. for more info visit http://www.webenza.com
Digital Trends for 2022 with specific focus on:
- The Evolution of Digital Marketing
- Digital Customer Experiences X Data Driven Strategies
- Strategic Content Marketing - PR, Thought Leadership and SEO
- Mixed Reality is the New Reality
- The Talent War is just beginning…
Riding the convergence of Social, Mobile, and Cloud to create new media model...Shree Dandekar
As the adoption of social, mobile and cloud computing continues to transform industries, organizations increasingly value how these technologies can improve customer engagement, forge new partnerships and drive competitive advantage. As great as the promise of convergence is, many organizations are still struggling to reinvent their business operations and keep pace with the explosion of mobile channels and volume of data being generated. This session will aim at not only discussing some of the natural use cases of this disruption like social casting but will provide a practical approach to marketers on how to realize an ROI from their social and mobile investments using analytics.
The Most Prominent Digital Media Agency for Manufacturers to Watch-2023.pdfCIOLOOKIndia
This edition features a handful of The Most Prominent Digital Media Agency for Manufacturers to Watch-2023 in India that are leading us into a digital future.
The Most Prominent Digital Media Agency for Manufacturers to Watch-2023.pdfCIOLOOKIndia
This edition features a handful of The Most Prominent Digital Media Agency for Manufacturers to Watch-2023 in India that are leading us into a digital future.
You have a sharp team focused on a compelling solution in clean-tech. Now what? Our next seminar addresses the critical marketing considerations for start-ups as they reach out to investors, customers and other important target audiences. The panel presentation offers strategic insights into business development strategies with practical solutions to get started in a Web 2.0 world.
Presented at the North Shore InnoVenture Center.
MCB.DIGITAL is a strategic Digital business consultancy
Life and digital are no longer separate
We help clients succeed in a world increasingly digital
For a digital world, calls for digital business
Reimagining Life Through Digital
Our Perspective on the challenges and opportunities that digital marketing presents marketers and how to leverage those to create competitive advantage and extraordinary business and brand value for your company
DatosClaros - DC New Market Research [Executive Company Presentation]Natalia Gitelman
New Market Research is the concept that reflects what we do. By constantly focusing on how consumer cultures, brand communications and interactions evolve, we develop innovative tools and new research approaches that allow us to obtain clear, useful information to help our clients make decisions. Because when everything changes, market research changes too.
When a company puts human-centered design at the heart of its digital agenda, it can find new sources of value through technology. Here are five principles to embrace to achieve this new way of doing business: http://stratbz.to/vO0wq
Digital has transformed consumers' path to purchase to something that is significantly more complex and non-linear.
In this environment, how do e-retailers remove customer barriers to convert with you?
Rosalina shares her perspectives on today's e-commerce environment and how the best of breed are removing customer barriers to convert by supporting their path to purchase.
IMarks provide customer centric services, frame strategies as per the latest Digital marketing trends,integrate Social Media channels and help to increase your online presence.
Similar to 2013+ Digital Brand Marketing Sustained Strategic Shifts - Legolas Media & Neustar AdAdvisor Digital Brand Forum 1-17-13 (20)
P&G Alumni Network Atlanta Chapter 3-21-18 MASTERFortuneCMO, LLC
P&G Alumni Network Atlanta Chapter 3-21-18 program featuring Jim Stengel, former P&G Global Marketing Officer, author of 'Grow' & 'Unleashing the Innovators'.
Startup Nation 2 Enterprise - SN2E™ - is the 1st & only tech transfer company authorized by the Israeli Council of Higher Education to aggregate & commercialize IP developed at 46 Israeli academic institutions, goverment hospitals & government research institutes with the mission to CONNECT ISRAEL’S IP TO INDUSTRY GROWTH.
Israeli academia is a world-leading, proven development ground for a wide range of products and inventions for sale across multiple industries. Immersed in this dynamic environment, SN2E™ leads in uncovering commercially promising inventions, provisional patent search and knowledge developed in Israeli government-funded academic institutions, hospitals and research centers. SN2E™ partners enjoy equity-free government subsidies, a fast and assured route to technology transfer, and access to an extensive network of contacts across the spectrum of Israel’s scientific, business, and financial communities.
SN2E™ provides a highly efficient, white-glove service to complete solutions for licensing technology and transforming IP into commercial success. With its business-oriented market driven approach, multi-disciplinary expert team, end-to-end workflow and patent-pending practical IP discovery methodology, SN2E™ brings unique value to every step of the invention protection process while enabling fast Return on Innovation for all parties.
2. Brand building DNA
- global Fortune 50 B2C brand builder that shifted to Silicon Valley funded start-up
- not a ‘digital native’ … am a ‘hybrid’ brand marketer … stay current, curious, courageous
- strong belief in understanding people & their user experience
WW Director WW VP Strategic Brand Marketing, SVP, CMO
Brand Marketing Biz Dev & Innovation U.S., Canada, Mexico
Global CMO & Biz Dev
Contributing writer Contributing writer
4. Goals: I hope our discussion does one or all:
- validates your current beliefs and strategic activity
- gives you additional business case proof points to advance your digital brand
marketing initiatives inside your company or with your clients
- gives you something new to think about
- gets your juices flowing and your mind racing
- gives you additional reasons to connect with Neustar AdAdvisor & Legolas Media
8. How would you characterize the era that we’re in now
with regard to the relationship between digital and brands?
“Brands for the last 15 years have been looking at online as another
media channel to buy ads on. So they buy or rent eyeballs or audiences or
uniques from the media properties that provide them.
Now you’ve got with all of this user generated content and user
interaction and user engagement is the opportunity to build brands in a
different way.
We believe that brands will get built in the future off the back of
meaningful, trusted, authentic and transparent engagement with a set of
constituents, and then the amplification of those interactions by those
advocates on behalf of those brands in a trusted, authentic and
transparent way.
And that engagement at scale we believe is what’s going to drive brand
building for the future.”
Jeff Dachis, digital marketing pioneer, Co-founder, Razorfish
9. We are beyond trends.
Shift_ happened.
Fundamental sustained strategic shifts have happened that will continue
to accelerate people power… and change their behaviors and expectations…
powering potential for brand’s to deliver increased value.
trend
• general direction in which something is developing or changing or has a
tendency to move
• popular taste at a given time
shift
• to exchange or substitute one thing for another of the same class
• to move or transfer from one place or position to another
• to alter (position or place)
• to change position, direction, place, or form
10. Important changed brand building perspective to drive value
today and tomorrow…
A Brand’s traditional ‘target audience’ has been focused on:
consumer/customer
a person or entity who buys, acquires, consumes goods/services for personal
needs, direct use, ownership
&
prospect
a
poten(al
customer,
client,
or
purchaser
I believe a sustained strategic shift has occurred in our rapidly transforming
digital era that requires us to adopt a new focus
from consumer/customer/prospect to people.
11. Why focus on people … what are the shifts?
push > pull > powered = >potential
12. Why focus on people … what are the shifts?
push > pull > powered = >potential
>potential for people & brands
13. driving brand value
pre-digital
push prospect
1-way
A dv Tec
h
brand customer /
14. driving brand value
pre-digital
push prospect
1-way
A dv Tec
h
brand customer /
2016
2009 2010 2011
2008
2013 2014
2012
2015
powered potential
people brand
15. Buckle your seat belt… significant shifts_ are accelerating.
“This cycle of tech disruption is materially faster and broader than prior cycles.
No industry or business is immune. We will see the re-imagination of nearly
everything… powered by new devices, connectivity, UI, and beauty.”
Mary Meeker, General Partner at Kleiner, Perkins, Caufield, & Byers
17. Accelerated adoption in 2013+ … digital Brand marketing
will play pivotal roles to increase potential for people and brands.
- Digital is everywhere and should elevate marketing and business priorities for
Consumer (people) benefit.
- Digital is not just an ad medium - it now is an interaction & engagement
medium.
- Leading CMOs embracing digital disruption - creates remarkable potential to
bulldoze traditional sources of competitive advantage faster, with greater power, at
less cost than any force that came before it.
18. Accelerated adoption in 2013+ … digital Brand marketing
will play pivotal roles to increase potential for people and brands.
- Digital media solutions will provide CMOs the advantages expected online:
precise targeting, measurability, and pay-for-performance pricing.
- Brands will no longer simply explore/test technologies, but employ them at scale,
moving emerging digital ad strategies from the margins to the mainstream.
- To win… brands and agencies must understand levers within digital-marketing
mix that lead to success, and commit to wide-scale implementation.
19. Some of the shifts_ CMOs will have to work through:
- integrate important traditional fundamentals with digital into ever-changing
channels of communication with consumers
- stop thinking about digital as another media channel
- overcome the current divide between digital marketing and brand marketing to
successfully develop and implement compelling brand experiences
- master investments in marketing technology and marketing innovation
- drive their brands to deliver cohesive brand experiences that use digital to
augment and extend their engagement with people in other channels and media
- connect with people in a way that differentiates the brand from competitors
20. Growth in digital forecast to remain in double digits through 2015
accounting for One in Five Ad Dollars
Worldwide in 2012, digital ad spending passed $100-billion mark for the first time.
21. SO… what do I think is on the road ahead?
digital BRAND marketing
2013+ sustained strategic shifts_
22. 13 digital BRAND marketing 2013+ sustained strategic shifts_
Smart User Experience Social Media Mobile First
Multi-Screen Omnichannel Big Data INNOlytics
Content & Context Social TV CMO Reinvention
Brand Value Reimagined Brand Trust Brand Agility
Digital Marketing Next
27. 2013+
sustained strategic shift_
#SmartUserExperience
Focus on people first – online & offline UI
Digital is no longer a subset of the average person's life. It's just a part of
everyday living that's expected and more accessible than ever.
Marketers need to embrace how consumers engage digitally and
integrate their message accordingly.
28. 2013+
sustained strategic shift_
#SmartUserExperience
Optimized & integrated online-offline user experiences.
Digital marketers who succeed will focus on:
-‘what’ people are doing … ‘what’ behaviors & expectations have changed,
or could change/improve
-probing to understand ‘why’ & ‘how’ of what they are doing
-creating integrated personalized user experiences points
-identifying new relevant valued benefits
29. 2013+
sustained strategic shift_
#SmartUserExperience
Shifts_ at CES
From ‘Consumer Electronics Show’ to ‘Connected Everything Solutions’
One of this year’s CES themes was electronics brands focus on users, rather
than the devices themselves as brands did a better job of communicating the
consumer benefits and practical implications of their products rather than the
technologies themselves.
30. 2013+
sustained strategic shift_
#SocialMedia
Social everything … everywhere … 24/7/365.
Conversations + Content + Context + Connection + Community =
Social Media Marketing
Social technologies are now a central part of everyday life and work.
Social Media Marketing has turned the corner and will accelerate as a
strategic consumer engagement environment. Evolving from social
platforms to social environments & conversations where brands can
participate in ways that people value.
31. 2013+
sustained strategic shift_
#SocialMedia
Brand building in the social environment.
Trusted, authentic, transparent engagement with a group of
individuals, and then the amplification of the engagement
with that individual’s followers and fans… and their friends
and followers and fans.
32. 2013+ At a Post PC ‘Mobile Majority’ inflection point.
sustained strategic shift_
#MobileFirst Online behavior rapidly moving to ‘mobility’.
33. 2013+
sustained strategic shift_
#MobileFirst
Behavior rapidly shifting to time spent using mobile devices
Doubled in the past two years among US consumers.
Time using mobile devices online grew 51.9% to an average 82
minutes/day, while time spent online for desktop, laptop, internet-
connected TVs and other non-mobile connected devices only grew
3.6% to an average 173 minutes/day and slowing year-on-year growth.
35. 2013+
sustained strategic shift_
#MobileFirst
From ‘build-for-desktop-first’ to ‘build-for-mobile-first’
-2012: 45% of US adults own a smartphone
-2013: mobile devices will pass PCs - be most common Web tools WW
-2015: over 80% of handsets in mature markets will be smartphones
-2015: tablet shipments will reach around 50% of laptop shipments
36. 2013+
sustained strategic shift_
#MobileFirst
Marketing Mix $ follows Mobility changed online behavior
By 2016
- WW: spending on mobile advertising will quadruple
- N.A.: mobile advertising could be bigger than today’s entire online ad market
38. 2013+
sustained strategic shift_
#MultiScreen
Multi-screen behavior maximizes brand metrics.
Simultaneous device usage while watching TV.
Multi-tasking: when a consumer uses multiple devices to simultaneously perform
unrelated activities, such as Facebooking while watching TV.
Complementary usage: when a consumer uses multiple screens to perform
related activities, such as viewing a live stream of in-game statistics on a tablet
computer while watching the broadcast of the same game on a TV.
Econsultancy - May 2012 - The Multi-Screen Marketer
39. 2013+
sustained strategic shift_
#Omnichannel
Commerce Loses Its Linearity.
Omnichannel marketing is about being present or available across
people’s online and offline behavioral path- each potential engagement
and experience point integrated with all others.
Omnichannel creates increased potential for brands to deliver integrated
Moments of Engagement through sales funnel.
41. 2013+
sustained strategic shift_ HOLY SHIFT_ !!!!!!
#BigDataINNOlytics the growth of digital data will be
44 times greater in 2020 than it
was in 2009.
42. CMOs understand importance…
2013+
sustained strategic shift_
…but feel unprepared.
#BigDataINNOlytics Brand & Agency Teams have a
big opportunity to provide value
to their CMOs
44. 2013+
sustained strategic shift_
#BigDataINNOlytics
How does Big Data change the agency relationship and what the
agency must be?
Roles going to shift in a lot of ways. You’re going to start to see a need
for an agency skill set that is related to or based on the ability to analyze
enormous sums of social interactions.”
shift in the communication landscape from this one-way brand-building-at-
you to building-brands-with-constituents is a shift
Jeff Dachis, digital marketing pioneer, Co-founder, Razorfish
45. 2013+ As we embrace Big Data and Metrics that Matter … remember …
sustained strategic shift_
#BigDataINNOlytics data means nothing without insight.
Analytics !
!
!
!
I have a recommendation…!
48. 2013+
sustained strategic shift_
#ContentContext
Late-2012 survey, 600 marketers
-Content marketing is attracting its share of
marketers' budgets: 12% on average
-55% marketers to spend even more in 2013
-Ability to understand the effectiveness of
content marketing: 8% "very satisfied”
48% "somewhat satisfied”
49. Set integrated, strategic goals.
2013+
sustained strategic shift_ Build, buy or sponsor content that
#ContentContext helps deliver brand goals & and
deliver it in a contextually relevant
way to add differentiated value.
50. 2013+
sustained strategic shift_
#SocialTV
An early, but very well informed, shift_ prediction
SocialTV will emerge enabled by:
-how people want to connect on content experiences … real-time synchronous
-rapidly growing connected smart devices (TV, Tablet/Phablets, Smartphone, PC)
-104,000,000 Smart TVs Now In Use Worldwide
-US household penetration now exceeds 20%
-emerging robust ecosystem: content, production, distribution, tech, brand, agency
Social TV will end up doing what social media has done: It will get absorbed into
daily life. It will stop being a separate thing. Social TV will become ... TV.
51. 2013+
sustained strategic shift_
#SocialTV
Hang with Friends & other Fans …
& Experience Live Online Social Concerts on any internet connected device.
Fans take &
post photo to Fan
social media Questions
Invite Friends - even
during the concert!
Intelligent Display
Comment Feed:
“shout to the crowd”
Conversation Bar:
One of many ways to
socialize on FanKix
52. 2013+
sustained strategic shift_
#SocialTV
FanKix delivers 3 customized real-time layers during online social concerts
to engage consumers with relevant content, delivering a personalized,
targeted user experience.
Internet Device Brand Band Layer
Experience available on any Mac/PC, Integration Band performs a unique up-close
Mobile, Tablet, Connected TV & any OS and personal performance
Interactive Layer
Environment Layer Fans socialize with friends, other
Profile-specific integrated Fans and directly with the
branding delivered in HD Band & Brand
54. 2013+
New normal.
sustained strategic shift_ These shifts have fundamentally
#CMOReinvention
changed CMO, Marketing Team &
Agency partner roles.
CMO.com 1.24.12: ‘It’s Time To Raise the CMO Bar’
Chief Marketing &
Sales Officer Forum
Editorial & reader pick: Editorial ‘Must Read’:
12 Most Popular Posts of 2012 Q1 2012
www.cmo.com/articles/2012/1/24/its-time-to-raise-the-cmo-bar.html
55. 2013+
sustained strategic shift_ ‘It’s Time To Raise the CMO Bar’
#CMOReinvention
There is a ‘new normal’ for CMOs, Marketing, Agencies.
We are at a tipping point to develop NEW & IMPROVED
roles in the communication landscape from this one-way brand-building-at-
shift for CMOs and their Marketing & Agency partner Teams
to remain relevant, valued & connected… & is a shift
on the
you to building-brands-with-constituents focused
highest value creation strategic opportunities.
Shift from traditional CMO role & deliverables to ‘CGAR5’ …
Commercial Growth Accelerator
Relationships (‘people’ engagement)
Reputation (authentic, transparent, trust)
Relevant reimaging (compelling value prop, grow brand)
Revenue & results (metrics that matter, MROI)
Real-time (responsive, agile)
56. 2013+
sustained strategic shift_
#CMOReinvention
Are we over that fear of giving away our brand to consumers?
“Absolutely not. We’re in the earliest of earliest of stages of this next sort of phase of
development, the idea that brands don’t necessarily have control over where their brands live
anymore. This shift is from ‘mass communications’ to a ‘mass of communicators’.
Used to have this sort of one-way, I can talk at you and build my brand at you. Now I
need to engage with you and build my brand with you because you’re going to say what
you want to say anyway, whether or not I’m engaged in that conversation.
So I might as well get engaged in that discussion, I might as well get involved in how you feel
about the experiences that you’ve had and help you have an affinity toward my brand and help
me amplify that affinity to the people who trust you.”
Jeff Dachis, digital marketing pioneer, Co-founder, Razorfish
57. 2013+
sustained strategic shift_
#CMOReinvention
‘Marketing’ is no longer a Department! People First!
Come together … over me … right now.
shift in the communication landscape from this one-way brand-building-at-
you to building-brands-with-constituents is a shift
58. 2013+
sustained strategic shift_
#CMOReinvention
Yesterday Reimagine the Future Team
Customer Strategic Digital ‘People’ Legolas Media &
Support Partners Listening Lab Neustar AdAdvisor
R&D R&D
Agency Agency
Marketing Marketing
IT IT INNOlytics
Finance Finance
Sales Sales
59. 2013+
sustained strategic shift_
#CMOReinvention
What are the implications on the CMO’s job & role?
CMOs have awareness of the shift in the
communication landscape
from one-way brand-building-at-you
shift in the communication landscape from this one-way brand-building-at-
to building-brands-with-constituents.
you to building-brands-with-constituents is a shift
You can’t buy audience anymore.
Jeff Dachis, digital marketing pioneer, Co-founder, Razorfish
61. 2013+ Marketing Mind is at a tipping point transition from
sustained strategic shift_
#CMOReinvention
‘Art & Science’ to ‘Science & Art’.
62. 2013+
sustained strategic shift_
#BrandValueReimagined
Power has shifted from the producer to the people.
Consumers (people) are winning the fight to own the new ‘consumer’.
Value is being re-defined. The increasingly sophisticated and highly-connected
consumer expects more from brands; he or she wants personalization, relevance,
convenience, simplicity, and proximity. To stay competitive, brands need a new
approach to consumer engagement and conversion. They need an integrated digital
marketing strategy.
63. 2013+
sustained strategic shift_
#BrandValueReimagined
First Moment of Truth … online & offline.
Listen & watch. Identify & innovate hidden value.
Value creation potential will flow away from traditional brands that don’t accelerate their adoption
and commercialization of these sustained strategic shifts. It will flow towards brands,
communities and individuals that understand and act on the big trends shaping our future.
Marketers will realize that technology doesn’t really add value unless it adds value for the
customer. Leading companies will embrace technology as a tool to help build customer
relationships and create enduring connections.
64. 2013+
sustained strategic shift_
#BrandTrust
Trust has to be earned more than ever - every day, every time.
Edelman Trust Barometer: business implications of having a trusted reputation and, conversely,
the devastating impact of a negative reputation:
-85% of respondents report they have bought products/services of a company they trusted
-conversely, 73% say they refused to buy products or services from one they did not trust
In our connected digital age, we will see an acceleration of ‘Reputation Management’ tools.
Building an authentic, transparent, trusted reputation for a company/brand and ensuring that all
messaging consistently reinforces it across all online and offline touch points is a critical
marketing stewardship and communications role given the speed and transparency of our
global, interconnected digital world.
65. 2013+
sustained strategic shift_
#BrandAgility
Survival of the quickest … real-time, fluid, agile!
"I don't believe in futurists that much anymore - they are usually wrong," he says,
responding to a label that is often applied to him.
"I'm calling myself a 'nowist,' and I'm trying to figure out how to build up the ability
to react to anything. In other words, I want to create a certain agility. The biggest
liability for companies now is having too many assets; you need to learn how
to be fluid and agile.
'It's kind of a spiritual thing," he continues. "You want to have your peripherals wide
open and adapt as quickly as you can. I think that will be an important survival
trait of people and companies in the future.”
Joi Ito, MIT Media Lab Director
66. 2013+
sustained strategic shift_
#BrandAgility
Successful orgs recognize need to be highly agile, flexible.
Real-time media buying takes hold. The intersection of location awareness,
social media, and mobility is finally delivering the ability to target customers with
incentives and coupons at the point of decision-making. This is compressing
buying cycles and creating the need for more agile thinking and actions. But
these tools are also providing a powerful way to listen to customers and
understand trends and micro-trends as they pop up.
Real-time marketing and listening platforms demonstrably works … not just in
social channels… but across the marketing spectrum.
67. 2013+
sustained strategic shift_
#DigitalMarketingNext
And… the next sustained strategic shift is…
The one we don't even know about yet that will resonate with people ...
changing their behaviors, connections, expectations, desired value …
which will power increased value creation potential for brands and agencies
that are ‘people first’, listening, innovating.
68. What do you think?
#DBForum @NeustarInfoSvcs @Legolas_Media @StevenCook"
What sustained strategic shifts
are you going to champion to
drive brand value in 2013+?
2016
2009 2010 2011
2008
2013 2014
2012
2015
powered potential
people brand
69. #DBForum
Thank you.
I am interested in listening
to your perspective.
@StevenCook
CMO