Digital Drift: Keeping Ahead of the Curve Together
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This document discusses several topics related to digital marketing and staying ahead of trends. It addresses evolving metrics of success including decreasing organic reach on Facebook. It also discusses chasing divine discontent to avoid complacency and the need for constant innovation and adaptation to changing technologies and consumer behaviors to avoid stagnation. Examples are provided on failing fast and iterating often to test new ideas. The conclusion emphasizes having humility and learning every day to keep up with the complex and unpredictable digital future.
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Digital Drift: Keeping Ahead of the Curve Together
- 1. D I G I TA L D R I F T K E E P I N G A H E A D O F T H E C U R V E T O G E T H E R
- 2. D AV I D O G I LV Y D O N ' T B U N T. A I M O U T O F T H E B A L L PA R K . A I M F O R T H E C O M PA N Y O F T H E I M M O R TA L S . “
- 3. D I G I TA L M E D I A A D S P E N D I N G T O N E A R LY D O U B L E B Y 2 0 1 9 Directories $4.90 TV $68.54 Outdoor $1.17 Print $31.70 Radio $15.06 Digital $50.73 Directories $3.87 TV $81.00 Outdoor $7.93 Print $30.92 Radio $15.28 Digital $91.22 2014 2019 $ = Billions
- 4. D E F I N I N G S U C C E S S O F S P E C I A LT Y E F F O R T S I S S T I L L E L U S I V E Uncertain 35% Disagree 22% Strongly Disagree 6% Strongly Agree 7% Agree 30%“I am able to measure the return on investment (ROI) for my social media activities.” ?
- 5. R E L A T I O N S H I P S TA T U S : M A R K E T E R S 0 25 50 75 100 A long-term agency/client relationship is important Our agency relationships are strong I trust my agency eMarketer May 1, 2015 We provide clear assignment briefings to our agency Strongly Agree Agree Neither Agree or Disagree Disagree Strongly Disagree
- 6. R E L A T I O N S H I P S TA T U S : A G E N C I E S 0 25 50 75 100 A long-term agency/client relationship is important Our client relationships are strong Clients trust the agency Clients provide clear assignment briefings to our agency Strongly Agree Agree Neither Agree or Disagree Disagree Strongly Disagree eMarketer May 1, 2015
- 7. T H E A G E N C Y D R I F T F R O M : T O : BRIEF-BOUND BRIEF-BREAKER LISTENER TRANSLATOR PARTNER TRUSTED ADVISOR RESPONDER ACTOR
- 8. T H E M A R K E T E R D R I F T F R O M : T O : DIRECTOR ADVOCATE ENGAGEMENT-DRIVEN R.O.I. DRIVEN IMPRESSION-ORIENTED AUDIENCE-ORIENTED DECIDER CHALLENGER
- 9. 3D I G I T A L M A R K E T I N G BATTLEGROUNDS
- 10. B AT T L E G R O U N D S Evolving Definitions of Success Chasing Divine Discontent Staying Ahead of the Curve
- 12. M E T R I C S T H AT M AT T E R C H A N G E 0.125 0.25 0.375 0.5 2011 2012 2013 2014 2015 50% 25% 16% 5% 2% Organic Reach of Brand Facebook Content
- 13. “You have part of my attention…You have the minimum amount.”
- 15. ! W E H AV E A H A B I T O F D I V I N E D I S C O N T E N T W I T H O U R P E R F O R M A N C E . I T I S A N A N T I D O T E T O S M U G N E S S . D A V I D O G I LV Y “
- 16. TO “GOOD ENOUGH IS NOT GOOD ENOUGH” THE ETERNAL PURSUIT OF UNHAPPINESS BEING VERY GOOD IS NOT GOOD, YOU HAVE TO BE VERY, VERY, VERY, VERY, VERY GOOD “IT ADDRESSES THE BRIEF… BOX CHECKED” FROM
- 17. I'VE MISSED MORE THAN 9000 SHOTS IN MY CAREER.! I'VE LOST ALMOST 300 GAMES. ! 26 TIMES, I'VE BEEN TRUSTED TO TAKE THE GAME WINNING SHOT AND MISSED.! I'VE FAILED OVER AND OVER AND OVER AGAIN IN MY LIFE.! AND THAT IS WHY I SUCCEED. “
- 18. FA I L FA S T FA I L O F T E N
- 19. E N D L E S S I D E AT I O N E N D L E S S T E S T I N G
- 20. Sport is war, minus the killing.- George Orwell How doe we communicate the idea that to Nike athletes:
- 23. ! E N C O U R A G E I N N O VAT I O N . C H A N G E I S O U R L I F E B L O O D , S TA G N AT I O N O U R D E AT H K N E L L . “ D A V I D O G I LV Y
- 24. Tech Mktg Culture Focus on CulturalTention Social Intelligence & Generation Involvement Of Course,Watch DigitalTrends
- 25. The future is complex, therefore it is fundamentally impossible to predict… ! What we really have to do is go at things with a lot of humility… ! We’re going to have have to adapt constantly and iterate…we’re not going to have a 100 year plan, a 50 year plan…or even a 5 year plan… ! We’re going to have to come up with general directions and frameworks, and we better learn every day, because that’s the world we live in. - General Stanley McChrystal