1) Brands need to focus on the entire consumer journey and orchestrate connected touchpoints across paid, owned and earned media to optimize the marketing system as a whole. 2) To succeed, brands must understand consumers from new sources beyond traditional buyers and have a clear purpose to engage audiences and build sustained ideas. 3) An asset-based model is needed where brands create and share valuable content through various new creative channels to remain always on and make a difference through their marketing.

3. 365 DAYS NOT 360°
360
ALWAYS ON
ASSETS & EXPERIENCES

4. WHO IS MANAGING THE CONSUMER JOURNEY?

5. WE ARE MOVING FROM A MODEL BASED ON
CONTROL TO ONE BASED ON
ORCHESTRATION

6. BRANDS NEED A PURPOSE AND VALUE EXCHANGE TO WIN

7. BRANDS WITH A PURPOSE OUT PERFORM THE MARKET
Source: The Marketing 2020 - largest and most global marketing survey ever conducted. Supported by major advertisers bodies (ANA, ISBA, BVA/NIMA, UBA,
ABA, Markenverband, OWM, CANA and WFA), Spencer Stuart, Forbes and Metrixlab.
Over 10,231 participants and 3,565 full survey respondents from 92 countries
Under Perform Over Perform

8. THINK BACKWARDS SYSTEMATICALLY

9. EARNED IS A FUNCTION OF PAID AND OWNED MEDIA
R2 CORRELATION = 91%
BRAND % SHARE OF PAID + OWNED BRAND EXPERIENCE
BRAND%SHAREOFEARNEDBRANDEXPERIENCE
Source: ZenithOptimedia Touchpoints ROI Tracker
0
5
10
15
20
25
30
35
40
45
50
55
0 5 10 15 20 25 30 35 40 45 50

10. OPTIMISE THE SYSTEM NOT THE SILO

11. BETTER CONNECTED TOUCHPOINTS
NARRATIVE CALL TO ACTION TECHNOLOGY

12. MAKE
YOUR
BRAND
:
SIX
STEPS
1. MINE INSIGHT FROM NEW SOURCES
2. FOCUS ON THE JOURNEY AND
CONSUMER EXPERIENCE
3. CHANGE YOUR AUDIENCE
PERSPECTIVE
4. EMBRACE A NEW KIND OF
CREATIVITY
5. USE PURPOSE TO BUILD BIGGER
LONGER IDEAS
6. MOVE TO AN ASSET-BASED MODEL

13. From reported behaviour To actual behaviour
1. MINE INSIGHT FROM NEW SOURCES

14. NON-BUYERS BUYERS
enjoy
aware
buy
acquisition of retention of
unaware consider
10%
of traffic
30%
of traffic
60%
of traffic
• What do you know?
• What are the relationships between
the stages?
2. FOCUS ON THE JOURNEY & CONSUMER EXPERIENCE
I want a phone that
looks good
Do I pay more to
Access Facebook
I could do with
some advice
I wonder who gives me the
best deals
What will I get as a
Telefonica customer
I’ve just seen a better
plan
How do I set up
All my contacts
I’ve placed my order,
now what?
Do I have to register
I wish I could
Understand my billing
They can be slow to
respond to price changes
Since 4am I have had no
service! Can you help ?
I want to upgrade but
found it confusing
If I need help
Will I get it?
Can I keep my
number

15. 3. CHANGE YOUR AUDIENCE PERSPECTIVE
FROM BULLSEYE AUDIENCES TO POINTS OF CHANGE

16. © Copyright ZenithOptimedia Group
4. EMBRACE A NEW KIND OF CREATIVITY
TWITTER HUMOURISTS APP DEVELOPERS
Coding web, mobile, social
USERS THEMSELVES
Nearly everyone self-
publishes now
BLOGGERS
Verticals, Tumblr Stars
YOUTUBE TALENT
Creators with true following
JOURNALISTS
Scaled armies ready to write
SEMI-PROS
Video, Animation, Image
MEDIA PARTNERS
Professional made-for-web
editorial
DATA VISUALISERS
Infographics, Tools

17. 5. USE PURPOSE TO BUILD BIGGER LONGER IDEAS

18. REFRESHMENT
OPTIMISM
6. MOVE TO CONTENT BASED MODEL
PURPOSE ‘BIG IDEA’ STRATEGIC TERRITORIES ACTIVATION

19. TO MAKE A DIFFERENCE..

20. IN CONCLUSION

21. THE ORGANISATIONAL CHALLENGE & PROCESS EVOLUTION
BRIEF – TRADITIONAL INSIGHT
ADVERTISING CAMPAIGN IDEAS
CHANNEL PLANNING
MEASURING ADVERTISING
BRIEF – ACTUAL BEHAVIOUR
ALWAYS ON BRAND COMMUNICATIONS
ACTIVATION PLATFORM
OPTIMISING ECOSYSTEM
FROM TO
SILOED MARKETING STRUCTURE
INTEGRATED, CONSUMER JOURNEY MARKETING
STRUCTURE

22. THANK YOU