Digital Branding Summit 8-9 april 2014. Анна Ященко (Brand Sales Activation Specialist, Google) A better way to build brands google v.2
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Digital Branding Summit 8-9 april 2014. Анна Ященко (Brand Sales Activation Specialist, Google) A better way to build BRANDS BRAND
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Digital Branding Summit 8-9 april 2014. Анна Ященко (Brand Sales Activation Specialist, Google) A better way to build brands google v.2
- 1. A better way to build BRANDS BRAND Anna Yashchenko, Brand Sales Activation Specialist, Google
- 4. EMOTIONAL RESPONSE through sto ry telling
- 5. LOVE AND TRUST that are built over time
- 6. MASS Audience Media Communication Currencies
- 7. MASS Audience Media Communication Currencies
- 8. UNLIMITED CHOICE any content, any time, any screen
- 9. TRADITIONAL METRICS Cost/GRP Reach VOD TV will not drive new strategies
- 10. WINNING HEARTS remains the key objective
- 11. Tell great Build stronger STORIES RELATIONSHIPS Find the right PEOPLE
- 12. Tell great Build stronger STORIES RELATIONSHIPS Find the right PEOPLE
- 13. “TODAY'S TOOLSET IS A MUCH SHARPER SET OF KNIVES.” Wendy Clark, SVP Marketing Coca-Cola
- 14. Find the right people through DATA GOOGLE DATA Visited sites on the web, watched videos ADVERTISER DATA Visited advertiser website, downloaded mobile app THIRD PARTY DATA Visited retailer website or online shop
- 15. TRAVEL SITES Across the web TRAVEL VIDEOS On video networks TRAVEL COMMUNITIES On social networks TRAVEL APPS On mobile Find the right people through CONTEXT
- 16. Find the right people through CHOICE Innovative formats helps to reach only engaged users
- 17. Find the right How many people do I need to build my business? How will I find them? Tell great Build stronger STORIES RELATIONSHIPS PEOPLE
- 18. Tell great Build stronger STORIES RELATIONSHIPS Find the right PEOPLE
- 19. “THE CHALLENGE IS TO BE INNOVATIVE WITH THE NEW TECHNOLOGY TO TELL A STORY IN A BETTER WAY.” Ajaz Ahmed, founder of AKQA, Digital Agency for Nike
- 20. The best expression of your BRAND PROMISE CLINIQUE Consultancy approach online
- 21. Without the restrictions of TIME DOVE 3:01 min, 163M views
- 22. Structuring the CONVERSATION BMW Structuring the conversation
- 23. SNICKERS ADAPTED for new platforms Same story, told differently
- 24. Tell great Build stronger STORIES RELATIONSHIPS Find the right PEOPLE What is my brand story? How do I tell it in the most compelling way?
- 25. Tell great Build stronger STORIES RELATIONSHIPS Find the right PEOPLE
- 26. “WHAT'S CHANGED IS HOW YOU NURTURE THE RELATIONSHIP” Joey Bergstein, CMO Seventh Generation
- 27. Relationships are accelerated through RECOGNITION I visited I followed I searched I clicked I watched I subscribed I bought
- 28. Tell great Build stronger STORIES RELATIONSHIPS Find the right PEOPLE How can technology allow me to build stronger relationships faster?
- 29. Tell great Build stronger STORIES RELATIONSHIPS Find the right PEOPLE How many people do I need to build my business? How will I find them? What is my brand story? How do I tell it in the most compelling way? How can technology allow me to build stronger relationships faster?
- 30. A better way to build BRANDS Thank you!