20140704 Confessions Mindshare Johnston

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Confessions Norm Johnston führt in die Welt des adaptiven Marketings, das heute viel mit Tischtennis gemein hat: Das hohe Tempo verlangt schnelles Reagieren, der stete Austausch zwischen Marke und Verbraucher halten es spannend. David Ogilvys Buch „Geständnisse eines Werbemanns“ war wegweisend als es 1963 erschien. In einer Zeit geschrieben als die „Mad Men“ die (Werbe-)welt regierten. 50 Jahre später ist Marketing eine innovative Aufgabe an der Kreuzung von Medien und Technologie in einem Reich der Geeks, Daten und Algorithmen. In dieser hypervernetzten Zeit können es Marken mit dem alten Modell halten oder unsere konsumentenge- und datenbetriebene, adaptive Welt umarmen.

Marketing Business News & Politics

ADAPTIVE
MARKETING
Norm Johnston
Chief Digital Officer
Twitter @ntjohnston

ntjohnston
8,7
10,9
13,6
17,0
21,3
26,6
33,3
41,6
52,0
2012 2013 2014 2015 2016 2017 2018 2019 2020
(Billions)

ntjohnston
20%of the total response to
a TV campaign is done
online within
10 minutes of exposure.
Adaptive Marketing10

ntjohnston15
ON AVERAGE
WE PASS
PIECES OF
PERSONAL
INFO INTO
DATABASES
EVERY WEEK
3,254
15 Adaptive Marketing

ntjohnstonAdaptive Marketing19
11100011100
10011000100
11001001010
00101100001

ntjohnston
PRICEPRODUCT
PROMOTION PLACE
BEHAVIOURSEARCH
SENTIMENTSOCIAL
Adaptive Marketing21

ntjohnstonAdaptive Marketing34
10 minutes.
20%
of the total response
to a TV campaign is
done online within
of exposure.

ntjohnston
21,000 ad units,
across 845 campaigns, in 25 countries – bought and
optimized in real-time

ntjohnston
Smart Paid + Good Owned = More Earned Media
Adaptive Marketing36
Predicted Volume of Earned Media views based on Unruly
‘Sharerank’
Brands need to develop share
worthy content to increase their
potential earned media.
8
4.5
2 1M Paid Views
Paid
Earned Views (Non Target)
Earned Views (Target)
E= 74,171
1M Paid Views
1M Paid Views
E= 283,001
E=2,265,103
A video with a Sharerank of 8
will receive
34xmore earned views than a video
with a Sharerank of 2
Source: Unruly Analytics 2013

THE FUTURE
BELONGS TO
THOSE WHO
PREPARE FOR
IT TODAY
Malcolm X

THERE ARE ONLY TWO SOURCES OF
COMPETITIVE ADVANTAGE:
THE ABILITY TO LEARN MORE
ABOUT OUR CUSOMTERS FASTER
THAN THE COMPETITION
AND THE ABILITY TO
TURN THAT LEARNING
INTO ACTION FASTER
THAN THE COMPETITION
Jack Welch

A study by Deloitte LLP found that increasing positive tweets about video games by 30% is four times more effective at driving game sales than increasing existing advertising by 30%. The study analyzed sales data and tweets about the top 100 Xbox and PlayStation games in the UK in 2012. It found that a 10% increase in positive tweets could increase game sales revenue by £3.2 million over the first 10 weeks of a game's release.

Digital Strategies For Credit Unions

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Explore why digital advertising is important to your Credit Union and what you should do about it. Learn how to start, where to get it and how to do it right. Discover the realities of digital, how to approach building your digital team, how to allocate your budget and more. "Digital made up 36.7% of total media spend in 2016 and will account for around half by 2021. Mobile will be the main driver of this growth, comprising 70.3% of digital spend in 2017.” - eMarketer Forecast on 2017 US Ad Spending Walk away with actionable insights and helpful direction to help you navigate the complex world of digital.

Owning the Micro-moments of Customer Experience by Matt Hensler

PHX Startup Week

This document discusses how customers experience "micro-moments" at different touchpoints along their journey. It defines micro-moments as critical moments that ultimately determine customer outcomes. It provides examples of common micro-moments people experience, such as when they want to know information, find a nearby business, learn how to do something, or make a purchase. It emphasizes that companies should focus on optimizing these micro-moments of customer experience in order to drive micro-conversions and improve customer retention rates.

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Is Customer Loyalty the Right Goal?

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Greg Wolfe discusses how everything has changed in terms of customer expectations in the "Engagement Economy". Customers now only consider brands that understand and care about them as individuals. To win in this environment, brands must engage customers by learning about them and listening to their needs. They can do this through automation, analytics, artificial intelligence, and customer data and identities, powered by Marketo's engagement platform and apps.

Owning The Micro-moments of Customer Experience

Matt Hensler

The document discusses how owning micro-moments of customer experience is important for businesses. It defines micro-moments as critical touchpoints in a customer's journey that ultimately determine the outcome. It provides examples of different types of micro-moments like "I want to know" moments where customers look for information, "I want to go" moments of local searches, and "I want to buy" moments where customers consult phones at the point-of-purchase. It stresses that micro-moments lead to micro-conversions and that focusing on the post-purchase moments can increase customer retention rates and profits.

On average, businesses miss 17% of inbound calls. Call tracking can help reduce missed calls and provide insights into call data. It allows businesses to be notified immediately of missed calls and manage calls in one centralized place. Phone leads are 10-15 times more likely to convert than email leads due to the higher value of phone calls for qualifying leads and making purchases. Call tracking can significantly help businesses gain greater control through reducing missed calls and call insights.

The Marketing Potential of New Technologies.

Jonathan Nyst

In a world where new tech gadgets appear faster than zits on a teenager's face, there is a slight switch in where the power lies. Geeks are now essential assets to creative strategies. Oculus Rift, Kinect cameras, Google glasses and augmented reality are all powerful marketing tools, some still lurking in the shadows of the unknown, waiting for their marketing destiny to be fulfilled. For any further information, please contact Jonathan Nyst: j.nyst@bigbadwolf.be

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With the explosion of marketing technology which in itself is a reflection of the explosion of channels and consumer touchpoints in marketing more broadly it is all too easy to get mired in the technical and operational aspects of building out the marketing technology systems and lose sight of the human aspect of this mission. However, there is tremendous opportunity for competitive advantage by consciously architecting these solutions around humans, our customers and our staff.

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Many marketers mistakenly silo their mobile efforts as they would with email, direct mail and broadcast advertising. Mobile efforts rarely work well on their own. Unlike other tools in the marketing mix, mobile easily and effectively meshes with any communications efforts. This utility provides marketers with greater opportunities to engage prospects, track efficacy and increase ROI of both traditional and interactive marketing initiatives. This presentation will provide attendees with insights on mobile marketing integration, real-life examples and tips on use mobile to bind your marketing mix together.

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The document discusses best practices for digital marketing based on recent findings. It finds that emotional and storytelling content is most effective at driving online engagement and business results. Specifically, it notes that campaigns aiming to create buzz and build brands through famous, emotional content that gets shared see the best long-term effects. While social media can amplify great content, it works best as a supporting channel rather than leading digital strategy. The document advocates testing content online for emotional effectiveness and impact on key performance metrics.

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Using free and low-cost online tools can help real estate agents connect with consumers and market properties more effectively in today's digital age. The document discusses tools like Facebook, YouTube, blogs, and Google services that agents can use to get noticed, educate buyers, and showcase listings. It also provides examples of how agents can leverage their MLS membership and realtor.org resources to send targeted marketing messages and create professional home CDs for clients.

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This document discusses various lead generation methods for sales functions including cold calling, telecalling, handling complaints, reference selling, SMS blasts, email broadcasts, WhatsApp broadcasts, social media, cross selling, upselling, and CRM. It provides website links for each method and a template for tracking leads generated through different channels on a monthly basis, including the number of hits, enquiries, expected enquiries, actual enquiries, and conversion rate. The document emphasizes that everyday effort is key to maximizing the customer base.

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