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Leadership developmentprogrammthe  end ofdigitalkaiplatschkechief digital officermccannworldgroupfrance10.06.2010prague
What i do not want to talk about today
Consumers have taken over media
Web 2.0 3.0 4.0 etc.
Nike+
Forget about « digital »
Digitalisonly the opposite of analogue
DIGITAL ?THE 2010RAZORFISHOUTLOOK REPORTTOPLINE FINDINGS
Digital is not a channelTVPRINTPOSCRMDIGITAL
TV is DIGITAL
PRINT is DIGITAL
OOH is DIGITAL
SPONSORING is DIGITAL
productis DIGITAL
all channelswillbe digitalTVPRINTPOSCRMDIGITALDIGITALDIGITALDIGITAL
There is no « digital » for consumers
There is no « social » for consumers
2009 (2008)ONLINE USER DECLINATIONONLY 1 YEAR DIFFERENCEJOINERS RISING HIGHBase: 13,834 EU online adultsSource: European Benchmark Survey, Q2 2008 & 2009
all channelswillbe socialTVPRINTPOSCRMDIGITALDIGITALDIGITALDIGITALSOCIALSOCIALSOCIALSOCIAL
There isonly « life »
Facebook is life
Gaming is life
Using a Mobile phone is life
Samesame but different for the agencies
color
Fromsayingto doing
Advertisingneeds to help brands tobecome part of        life
Frombuyingreach to winningit
media agencieswillbe people agencies
brands as calls to action
brands as calls to action
you have to be the brand youpretend to be
bloggerscan’tsaveyour life!
It’s a marketing shift
Digital is dead
The problemwith the adaptation speedCONSUMERSAGENCIESCLIENTS
Digital is dead
AdaptationLevels
321
360
365
Customer utility
zipcar
MINT
FED EX
LEXUS
obama
useful new engagingballs brand transformational accessibleexecution
Finding a place for digital in the agency
If webelievethis, then …TVPRINTPOSCRMDIGITALDIGITALDIGITALDIGITALSOCIALSOCIALSOCIALSOCIAL
360 ideasdigitalized365 SM conceptsMicrosites(Banner) CampaignsMcCANNDIGITALOnline BrandingFBADVERTISINGBRANDINGThe CP comesfrom one of ouragencies and isresponsible for overall coordinationMEDIAMBCLIENT PARTNERMULTIMEDIAGOnline touchpointsOwned, paid, earnedsharesSEO, SEMPerformanceResearchPRVideo ContentBroadcastingWebTVOnline EventsBTLPOSWSCRMeINFLUENCERelatiponships to online journalists and bloggerseINFLUENCERelatiponships to online journalists and bloggersOnline kiosks at POS, interactive touchscreens and isntallationseCommerceOnline CRM porgramsLoyalty/ point systemsCommunityMgmt and customer  helpdeskOnline portalsCustomer UtilityMRM
ANGLE
thinking
From a strategy to a digital strategy?
BRAND VISIONSTRATEGYCOMMUNICATION THEMECOMMUNIC. INFLUENCEDIGITAL STRATEGYPLATFORMSDIGITAL STRATEGY
TOGETHER FROM THE BEGINNINGDIGITALTRADITIONALONLY ONE BOAT
HOW Can I help you?
ABC APPROACHAudience insightsTarget groups, values, way of life?Role of the product or brand?Needs, motivations, barriers?Which media? …audience continuedWhen, where, how often, how long?Information gathering behavior: brand sites, information portals, weblogs, communities? Who are the opinion leaders?ACBCompetitive insightsDigital market drivers? Today? Tomorrow?Category competitors? Digital competitors?What could the brand do which would be unique in this context?Brand insightsSWOT analysis?Desired digital brand experience?Role of Internet and mobile?Communication goals?Which digital added-values possible?Strategic recommendations
Planning FrameworkBRAND ROLEBRAND ESSENCESTRATEGYGOALBEHAVIOURAL PILLARSPLATTFORMS
cases
casel’oreal
caseNESPRESSO club
case
casemaybelline
trends
Digitalized reality
PERSONALIZATIONpromoterewardentertaininformyoung adultsstakeholdersmums & familiesGeneral info / MUYOM
young adults
mums & families
stakeholders
Clever-er retail
Digital is dead
Digital is dead
Digital is dead
Digital is dead
Digital is dead
« Paying? »Cleverspreadsimplyviewed
Technologyisnever a barrier
No fear
All predictions come true
cars willfly
End of linear tv
internet willbeeverywhere and free
All media willbestreamed (free of charge?)
mastercardwill not be a plastic cardanymore
Learnunlearnrelearndailythanks.

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