Brändin rakennus 2.0 - miten data ohjaa brändin rakentamista?
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Bulkista brändiksi -kirjan kirjoittaja, Googlen Ossi Ahto avasi datan ja brändin välistä suhdetta Fastforward -lounasseminaarissa 26.4. 2016.
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Brändin rakennus 2.0 - miten data ohjaa brändin rakentamista?
- 1. Klikki & Google Brändinrakennus 2.0 – miten data ohjaa brändin rakentamista? 26.4.2016 Ossi Ahto, Google Finland Internal label. Delete before presenting. Twitter: OssiAhto
- 2. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential Agenda 1. Bulkista brändiksi –kirja 1. 7 teesiä kirjastamme 1. Miten teknologia ja data auttavat brändinrakentajia? Twitter: OssiAhto
- 5. Mistä kirjassa on kyse? Maailma digitalisoituu ja kansainvälinen kilpailu kiristyy. Moni painii tässä murrostilanteessa kasvun ja kannattavuuden kanssa. Suomalaisyritykset voivat nousta henkisestä lamasta tuottamalla aidosti asiakastarpeisiin perustavia palveluja ja tuotteita Twitter: OssiAhto
- 6. Mistä kirjassa on kyse? Kirja yhdistää kaupallistamisen markkinoinnin viitekehykseen ja antaa vastauksia siihen, kuinka vahva brändi rakennetaan. Vahvan brändin avulla saavutetaan monia etuja: omistajien sijoituksen arvo nousee, yritys pystyy palkkaamaan parhaat työntekijät ja asiakkaat janoavat yrityksen tuotteita ja palveluita. Twitter: OssiAhto
- 7. Mistä kirjassa on kyse? Kirjassa on paljon konkreettisia esimerkkejä ja useita toimialakohtaisia analyysejä. Teos valottaa useiden suomalaisten menestystarinoiden taustaa – sekä perinteisten teollisuusyritysten että uusien palveluyritysten. Kirja sisältää myös käytännöllisiä ohjeita yrityksen hallituksille ja johtoryhmille, päivittäin kaupallistamisen parissa työskenteleville sekä alaa opiskeleville. Twitter: OssiAhto
- 8. 7 teesiä kirjastamme Twitter: OssiAhto
- 9. Kaikki ostopäätökset tehdään brändin perusteella Twitter: OssiAhto
- 10. Asiakkaan tarpeiden ymmärrys on kaiken lähtökohta Twitter: OssiAhto
- 11. Brändi kuuluu ylimmän johdon agendalle Twitter: OssiAhto
- 13. …kaikki vaikuttaa brändiin Mainonta Henkilöstö PR Myymälä PakkausInternet Tuote Jakelu- kanava Some Brändi • Siksi brändi kuuluu johtoryhmään • Eri funktioilla omat roolinsa • Selkeät roolit ja vastuut • Markkinointi luonteva taho koordinoinnille Twitter: OssiAhto
- 15. 15 Brändi rakentuu pitkäjänteisen toiminnan kautta Brändin sisällön määrittely yrityksen tavoitteista lähtien Tavoite- mielikuvan saavuttaminen Twitter: OssiAhto
- 16. Miten brändin rakennus onnistuu 1. Koko organisaation asia 2. Johdettu asiakastarpeista ja siten strategiasta 3. Erottautumistekijät määritelty 4. Pitkäjänteistä toimintaa 5. Osa liiketoimintaa, siis tavoitteellista, mitattua ja jatkuvasti kehittyvää Digitaalisuus pakottaa kaikki mukaan brändin rakentamiseen Twitter: OssiAhto
- 17. Mitä brändin rakentaminen tarkoittaa arjen työssä? Kolmen C:n periaate Consistency Continuity Credibility Twitter: OssiAhto
- 18. Confidential & Proprietary Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential Miten teknologia ja data auttavat brändin rakentajia?
- 19. Google Confidential & Proprietary ● Cross-platform ● Attribution ● Cross-device ● Active View ● ComScore vCE Funnelin ylä- ja alapää eivät ole linkissä toisiinsa Ihmisten ajama: Räätälöity ostoa ajava viesti Median ajama: Yleensä yksi viestiTavoittavuus CPA Twitter: OssiAhto
- 20. Google Confidential & Proprietary 20 ● Cross-platform ● Attribution ● Cross-device ● Active View ● ComScore vCE Teknologia & Data mahdollistavat yhdistämisen Real(time) markkinoijat & brändinrakentajat Full Value Expertit - Cross channel/screen - Koko ostopolku Viimeisen klikin expertit ”Performanssimarkkinoijat” Tarinankertojat - Cross channel/screen - Pois demografioista Offline brändinrakentajat ”Brändimarkkinoijat” Twitter: OssiAhto
- 21. Ohjelmallinen markkinointi Tulkitaan kuluttajien aikeita ja kohdistetaan oikeita viestejä oikeissa kohdissa ostopolkua reaaliajassa. Google Confidential & Proprietary
- 22. Eli tuodaan yhteen: Teknologia Ihmiset Data & Insightit Twitter: OssiAhto
- 23. Luodaan ohjelmallisen markkinoinnin ”blueprint” Google Confidential & Proprietary OBJECTIVE SEE THINK DO CARE CONTENT SETTINGS AUDIENCE SETTINGS TECHNOLOGY INVENTORY, DEAL TYPES BUDGET, PACING CREATIVE ASSETS CALL TO ACTION TARGETINGBIDS INSIGHTS TO LOOK FOR FLOODLIGHTS / SIGNALS CREATIV E KPIs CLICK OUT TARGET AUDIENCE FREQUENCY MEASUR E Twitter: OssiAhto
- 24. Google Confidential & Proprietary 24 ● Cross-platform ● Attribution ● Cross-device ● Active View ● ComScore vCE XXX 1: Huomioarvon rakentaminen(Video) 2: Retargetointi 3 eri bannerilla riippuen kiinnostuksesta 3: Vierailu responsiivisella landing pagella 4: Retargetointi 3 eri performanssibannerilla 5: Koversion ajaminen Wehkamp-verkkokauppaan 6: Retargetointi how to -videoilla 7: Kutsu kirjoittamaan tuotearvio oston jälkeen Esimerkki: Jaksoittainen kohdennus Maybelline Hollanti Twitter: OssiAhto
- 25. Google Confidential & Proprietary 25 ● Cross-platform ● Attribution ● Cross-device ● Active View ● ComScore vCE Esimerkki: Sisältöstrategia Twitter: OssiAhto
- 26. Google Confidential & Proprietary 26 ● Cross-platform ● Attribution ● Cross-device ● Active View ● ComScore vCE Sisällöt rakentavat sillan ostofunnelin alun ja lopun välillä Sisältö- strategia Twitter: OssiAhto
- 27. Yhteenveto • Markkinoinnin tehtävänä on omistaa asiakas ja ymmärtää heitä: tähän tarvitaan korvat, silmät ja aivot, sekä näille työstettäväksi dataa • Moderni brändinrakentaja hallitsee tarinankerronnan, sisällöt, atribuution ja ohjelmallisen markkinoinnin mahdollisuudet • Data ja teknologia eivät yksin tee autuaiksi: moderni brändinrakentaja ymmärtää kuinka näiden avulla rakennetaan mittaristo ja tarvittavat analyysit Twitter: OssiAhto
Editor's Notes
- The car shopping journey has changed. Today, the average car shopper makes just two dealership visits in the search for the perfect vehicle. (Source: 2015 Google / TNS Auto Shopper Study - US. Consumer Barometer) If car shoppers are no longer turning to dealerships to inform their purchase decisions, then where are they turning and what are the moments we should own to influence their decisions? Today, I’m going to share some new research that answers these questions. [Transition] To kick off, I’d like to share with you a moment in one car shopper’s journey that brings this behavior change to life.
- When you add these 2 things up you get a picture like this 2 gaps
- In our vision, data & Tech allow you to fill these gaps in that way merging the worlds of brand and performance, of right and left brain And this is already happening Performance moving up, looking at x-channel and x-screen Brand builders going beyond demographics using online video To Real time, using behavior signals. Data & Tech make this possible Often called programmatic. However so overused, many definitions of what this means in practice. Let me give you my view
- NEW FRONTIERS FOR MARKETING - PROGRAMMATIC That’s where we see programmatic coming in Because if you assemble a user’s micro-moments together in just the right way, like puzzle pieces they reveal an incredibly detailed image And programmatic advertising is the ultimate puzzle solver. It let’s us piece together all these disparate facts about the consumer and when you layer in mobile and this idea of context, it’s very powerful Firstly, let me define context - it’s anything that we can use to better understand the consumer journey and what they may want. It helps us understand what a consumer is interested in For instance, what device are they on? That tells us something about what that consumer may want Second is the broad idea of location- think about what that means. How many of you stayed in a hotel last night? Presumably away from your home zip code, that says dramatic things about what you respond to, what you need, what you're seeking So theres device and location- when you layer on the role that time plays.. what does it mean that it’s Saturday vs Tuesday, morning vs lunch break, commute time vs working hours? Brunch place is going to better served by focusing on a campaign on Sunday morning vs random times throughout the week. Or if I run a pizza place and I know it’s Friday night and you're streaming a movie, there is a good chance you’re staying in tonight and I may want to use those signals to serve you a relevant ad about ordering a pizza Or is what the weather’s like? It’s winter, you're in O'hare airport, what’s likely going to happen, delays… so if I am a hotel near by, I’d want to use these signals to reach potential hotel guests. (How would your marketing change on a snowy night versus a summer night)? Or what could be more perfect in the Fall than a Pumpkin Spiced Latte from Starbucks. They’ve really used all of these signals to craft their product offering - right time, right ingredients. It wouldn’t resonate as much if it was available all year long but w/ limited availability this resonates with people Together these data pieces do a strikingly good job of telling us a user's intent, letting us know exactly when to place a compelling and relevant creative while giving it the absolute best chance to succeed. The opportunity is in being clever about these signals and thinking through how you can utilize them in your marketing - because not all of these moments matter and the brands that are thinking through all these signals are the ones who win I now want to share with you what we, at Google, see as the 5 key steps to capitalizing on this shift in consumer behavior to make the most of these micro-moments and I also want to share a couple examples of how we, at Google, use programmatic to market Google [NEXT SLIDE]
- We’ve talked about how Programmatic can enable you to connect with your audiences in the right moments. It’s also important to briefly cover how. At the most basic level it’s really quite simple, Programmatic it’s about marrying: Powerful technology, inventory and data Bringing advertisers, publishers and consumers together. Benefiting all. Powerful Technology Great for advertisers. Different buying methods gives them control and puts them in the drivers seat Premium, Brand Safe Inventory Great for publishers--they can efficiently monetize their inventory. Advertisers are willing to pay a slight premium because it’s high quality inventory Data-driven targeting and ongoing measurement/insights Advertises can optimize in real-time based on sophisticated insights Great for consumers--brands are able to respond to their needs and give them exactly what they want [NEXT SLIDE]
- Examples of programmatic at work: Proctor and Gamble assessed the results of a recent female-targeted campaign and discovered that 30% of the audience that received their campaign were male. And so the next time around, they used programmatic tools to stamp out all of that waste. This is just one, simple example. But the point is, programmatic has the power to drastically transform the effectiveness of your marketing efforts - from the ROI it drives, to improving how your teams work. And the heart of this is powerful data you can leverage and the precision you can achieve thanks to that data including. In this example, this was limited to gender, but programmatic gives you access to all types of demographic and psychographic insights - from age, geo, spending levels, search patterns, [enter relevant data sources here based on clients interest)….even offline purchase history. This type of precision and flexibility is the reason that major brands like Proctor & Gamble have committed to spending 75% of their digital budget programmatically in the year ahead. AMEX is talking about shifting 100%. Other brands have made similar claims such as Allstate, Telstra, Foxtel, etc. Obviously programmatic is on the rise – so much so, that it is anticipated to represent the buying method for 83% of all media buys by 2017.
- previous was still advertising. but if meaningful on all moments that matter, think as publisher think content strategy => HHH, made for YT and video, works for all content. Hero =>not viral but format. Help, answer commonly asked questions (refer back to CPA example, be there earlier in the journey als without buying signal). Hub repeatable format to get people to come back => often content collaboration. There are a lot of interesting things going on in this ATH thing that I’m not really going to focus on here, such as predictive search, marketing innovation, influencers, video marketing, product positioning, brand measurement, ecommerce links, audience targeting and paid content promotion. This was Unilever working with Razorfish, so you knew it wasn’t going to be “How VO5 got better email open rates”. No, what interests me most is how this whole ATH burrito here represents a new way of building brands based on how customers work and think today. Unilever’s not the first to do this, by any means, but – given the fact that they have a little bit of experience thinking about brand-building – they seemed to have done it with their “eyes wide open” if you will. They knew they were reengineering how they built brand value, and proceeded methodically from that standpoint. So what did this awareness mean when push came to shove? First of all, once Unilever’s team became aware that there was a huge level of search intent around hair care, they were able to resist the impulse to engineer a product-level response. Instead, they reasoned that the intent was about hair, not about products, and designed the response accordingly. Second, this meant a different way of funding ATH. In the videos, any one of hundreds of products *may* be featured, which Unilever can’t program in advance. Further, anyone might show up and watch a video; in other words, the team behind the UK channel might be selling shampoo to consumers in New Zealand. You could say they solved this intractable equation with an algorithm, but it would probably be more accurate to describe the solution as a very funky spreadsheet, and some horse-trading and compromises. Third, those influencers. Are they bringing a much-needed injection of *TRUTH!* to the Unilever brands, or are they simply slipstreaming behind a global name and big ad budget for visibility? When is Zoella helping Unilever to sell hair conditioner? And when is Unilever helping Zoella get her cute mug in front of new fans and sponsors? The lines become difficult to draw. Fourth: product placement. Everything in life, no matter how non-commercial, eventually touches product. At some point, your stylist in a salon pulls out some tube of branded goop. Unilever gallantly educated its influencers about hair products, then let the influencers choose to feature whichever products they wanted in the self-produced “how-to” styling videos. Then, post-roll, the video featured “buy” buttons. The introduction of product here is a delicate art (and I’m still not sure they got it quite right). Fifth, it’s impacted how Unilever thinks brand-building within the organization. Unilever's Global Brand Director Renato Rossi told me: “We weren’t leveraging the opportunity in the wide portfolio of products we offer. This introduces a category-level of engagement and success.” Translation: they were organized around categories, but not to go-to-market as such. This will likely see some change. Marketers understand that brand-building’s changed. But, after the new brand-building talk, marketers need to address dilemmas and trade-offs in which no one answer is obvious. *The one in the UK now features “a festival fringe braid”, “a sleek half up do” and “a half up do with top knot”. I think a hyphen may be missing in there somewhere but I’m not sur
- Content and advertising filling the gaps and allowing you to be relevant in the entire journey