3. Who the hell am I? I’m a
strategic planner at a brilliant
ad agency in town. I’m also a
lecturer in marketing. Mostly, I
am just someone that loves
marketing when it’s done right
and is lucky enough to get to
share her opinions on
what that means, as
well as her thoughts
on how to make it
happen more often.
To prove it, here’s me looking all professional and “thinky” somewhere
5. “The management process responsible
for identifying, anticipating and
satisfying customer requirements
profitably.”
- Chartered Institute of Marketing
6. “Marketing is the social process by
which individuals and organizations
obtain what they need and want
through creating and exchanging
value with others.”
- Kotler & Armstrong
7. “The process by which companies
create value for customers and build
strong customer relationships in
order to capture value from
customers in return.”
- Kotler & Armstrong
8. Marketing is creating things
of value in order for people to
trade what they value in return.
- Me
14. Digital marketing doesn’t exist
Only joking. Sort of.
We should focus our thinking around
marketing in a world that is digital,
not on digital as a separate entity.
The end.
15. Two issues can arise when thinking
of digital marketing as a separate
entity
17. Russell Hobbs Electric Kettle Patent via The British Library A Russell Hobbs Electric Kettle (via Jenny - BlinkClick on Flickr)
This one is made of
composite parts
This one boils water so I
can make tea
27. It’s not enough to just communicate
a product’s benefits and features
as if they’re motivating.
There’s parity almost everywhere,
and if it’s not there now it will
be soon enough.
41. Use what you have discovered to
focus your thinking
Business Issue/Opportunity
Target Audience
Insight
Desired Behaviour Change
Communications Idea
Strategy
42. Consumer Journey 3
Use what you have discovered to
focus your thinking
Business Issue/Opportunity
Target Audience
Insight
Desired Behaviour Change
Communications Idea
Consumer Journey 2Consumer Journey 1
Channel
Channel
Channel
Channel
Channel
Channel
Channel
Channel
Channel
Evaluation
StrategyExecution
53. Source: Irish International BBDO. Channel Planning Reality Check. September 2012
More likely to prompt people to
talk about topic, brand, news story
Less likely to be a source of info
Less likely to prompt to talk
More likely to be a
source of info about a
topic, brand, news story
What triggers our conversations?
Today’s consumer - Over 50s
TV
Email marketing
Outdoor
Social
networks
Other
online
Blogs
Radio
Newspapers
Community groups
54. Source: Irish International BBDO. Channel Planning Reality Check. September 2012
More likely to prompt people to
talk about topic, brand, news story
Less likely to be a source of info
Less likely to prompt to talk
More likely to be a
source of info about a
topic, brand, news story
What triggers our conversations?
Tomorrow’s consumer - under 25s
TV
Email marketing
Other
online
Blogs
Radio
Newspapers
Community groups
Social networks
Outdoor
57. We have a wealth of choice when
it comes to channel planning
To do it well we have to
understand not just which
channels our audience use, but
also how they use them
59. Select the right channels for
your strategy
Channel
Audience
Size/Reach
Investment
Estimated
Uptake
Aims
Matched
Audiences
Channel A
Channel B
Channel C
Channel D
Channel E
Channel F
60. Select the right channels for
your strategy
Channel
Audience
Size/Reach
Investment
Estimated
Uptake
Aims
Matched
Audiences
Channel A
Channel B
Channel C
Channel D
Channel E
Channel F
Media data you
will use for
analysis
61. Select the right channels for
your strategy
Channel
Audience
Size/Reach
Investment
Estimated
Uptake
Aims
Matched
Audiences
Channel A
Channel B
Channel C
Channel D
Channel E
Channel F
Media data you
will use for
analysis
Making
sure it
dovetails
into your
strategy
63. What are your benchmarks?
Establish a “state of the nation” view
that serves as your starting point
These will help you to identify where
you want the business to get to in
quantifiable terms
Market share, %ge sales growth,
affinity, Net Promoter Score, frequency
of purchase...
