"Novo cenário da comunicação global" / Marketing Inflection Point
8 principles for success:
1) We can´t generalise any more ..need to plan segmented
2)Tipping Points: Customer expectations being disrupted
3)Need to contextualise change for our prospect
4)Be organised: Conscious competence
5)You & Me: New roles & New competition
6)We need to build value added services to have a differential
7)We all need to be curious and proactive
8) New specialist career opportunities
"Novo cenário da comunicação global" / Marketing Inflection Point
8 principles for success:
1) We can´t generalise any more ..need to plan segmented
2)Tipping Points: Customer expectations being disrupted
3)Need to contextualise change for our prospect
4)Be organised: Conscious competence
5)You & Me: New roles & New competition
6)We need to build value added services to have a differential
7)We all need to be curious and proactive
8) New specialist career opportunities
Выступление Анны Свердловой, управляющего директора Actis Wunderman, на Саммите Digital Branding - BEST CASES, 24-25 Октября 2012. Панельная Дискуссия "Digital Branding vs Traditional Marketing" www.digital-branding.ru
"Novo cenário da comunicação global" / Marketing Inflection Point
8 principles for success:
1) We can´t generalise any more ..need to plan segmented
2)Tipping Points: Customer expectations being disrupted
3)Need to contextualise change for our prospect
4)Be organised: Conscious competence
5)You & Me: New roles & New competition
6)We need to build value added services to have a differential
7)We all need to be curious and proactive
8) New specialist career opportunities
Выступление Анны Свердловой, управляющего директора Actis Wunderman, на Саммите Digital Branding - BEST CASES, 24-25 Октября 2012. Панельная Дискуссия "Digital Branding vs Traditional Marketing" www.digital-branding.ru
This talk was presented at Marketing Kingdom, Zagreb, 15 March 2013.
#Kingdom13 - feedback and reactions.
Ideas on Social & Innovation Waves
Socia is whatever we want it to be. Some of the greatest marketing minds are even themselves at odds for how to tackle social... yet it's all quite simple. It has to be.
We also look at the history of innovation, from early water power and printing to the industrial revolution and now digital. The cycles of innovation has accelerated with this Fifth Wave - the digital evolution.
We also talk of the highly recommended book - Crossing the Chasm - from Geoffrey Moore, where companies can learn how to cross their own business canyons.. to translate their traditional businesses into more enduring C21st entities online.
Touching on changes in media too, from the reversal of the traditional broadcasting model to more consumer-held models, we now need to feed consumers branded and crucially unbranded stories, which they can use within their own networks and groups.
Other topics we need to engage more in for social include better attention to what consumers and audiences are already saying. Responsiveness will win the day with more demonstrable engagement from the winning brands being increasingly recognized the mainstream public. Social media will continue to be a fore-runner in customer care and service, even cross and up-selling too.
Revisiting some important fundamentals in marketing and management, this talk also engages C-suite level debate on issues and opportunities affecting the industries of advertising, digital and public relations, as they increasingly converge and messages become no longer tied to particular channels.
Overall talk length: 45mins, interactive.
Zipipop Building Successful Social Media ServicesZipipop Freud
Zipipop Presents: Building Successful Social Media Services:
Social media strategy, communities, engagement, transparency, interaction, brand friend and marketing.
Additional credit: Slide 22 was partially inspired by a conversation with Markku Ahtisaari, in relation to Dopplr creating a public space with it's Social Atlas.
Acxiom presentation to Forrester Marketing Forum Nov 2009Tim Suther
Acxiom presentation to Forrester Marketing Forum London Nov 2009. Identifies key steps to dramatically improved marketing & advertising. Contains many examples
How do you connect the worlds of social and mobile with affiliate marketing ROI? By connecting your customer at multi-touch points through the new marketing conversion called brevenue.
Experience level: Intermediate
Target audience: Merchant/Advertiser
Niche/vertical: Lead Generation
Declan Dunn, Managing Partner, Dunn Direct Media (Twitter @declandunn)
7 examples of stuff we need to stop saying about social media. Presented at the KC/IABC monthly professional development lunch meeting on Oct. 18, 2012.
This talk was presented at Marketing Kingdom, Zagreb, 15 March 2013.
#Kingdom13 - feedback and reactions.
Ideas on Social & Innovation Waves
Socia is whatever we want it to be. Some of the greatest marketing minds are even themselves at odds for how to tackle social... yet it's all quite simple. It has to be.
We also look at the history of innovation, from early water power and printing to the industrial revolution and now digital. The cycles of innovation has accelerated with this Fifth Wave - the digital evolution.
We also talk of the highly recommended book - Crossing the Chasm - from Geoffrey Moore, where companies can learn how to cross their own business canyons.. to translate their traditional businesses into more enduring C21st entities online.
Touching on changes in media too, from the reversal of the traditional broadcasting model to more consumer-held models, we now need to feed consumers branded and crucially unbranded stories, which they can use within their own networks and groups.
Other topics we need to engage more in for social include better attention to what consumers and audiences are already saying. Responsiveness will win the day with more demonstrable engagement from the winning brands being increasingly recognized the mainstream public. Social media will continue to be a fore-runner in customer care and service, even cross and up-selling too.
Revisiting some important fundamentals in marketing and management, this talk also engages C-suite level debate on issues and opportunities affecting the industries of advertising, digital and public relations, as they increasingly converge and messages become no longer tied to particular channels.
Overall talk length: 45mins, interactive.
Zipipop Building Successful Social Media ServicesZipipop Freud
Zipipop Presents: Building Successful Social Media Services:
Social media strategy, communities, engagement, transparency, interaction, brand friend and marketing.
Additional credit: Slide 22 was partially inspired by a conversation with Markku Ahtisaari, in relation to Dopplr creating a public space with it's Social Atlas.
Acxiom presentation to Forrester Marketing Forum Nov 2009Tim Suther
Acxiom presentation to Forrester Marketing Forum London Nov 2009. Identifies key steps to dramatically improved marketing & advertising. Contains many examples
How do you connect the worlds of social and mobile with affiliate marketing ROI? By connecting your customer at multi-touch points through the new marketing conversion called brevenue.
Experience level: Intermediate
Target audience: Merchant/Advertiser
Niche/vertical: Lead Generation
Declan Dunn, Managing Partner, Dunn Direct Media (Twitter @declandunn)
7 examples of stuff we need to stop saying about social media. Presented at the KC/IABC monthly professional development lunch meeting on Oct. 18, 2012.
Brands And Digital Culture: It Doesn't Have To SuckAvin Narasimhan
Presentation I gave at the end of February 2011 at The Olin School of Business @ Washington University in St Louis. Part of a new marketing seminar series they've started with the goal of bringing different types of industry folks into their classrooms to give lessons of both success and failure to future brand managers and CMOs. My session specifically was around what role digital platforms can play for brands, and to discuss some broad ideas about how it works and doesn't work.
2011: How to Realign Your Digital Marketing Strategy Shaun Quigley
@squigster shows you key trends shaping the digital marketplace, how to realign your digital strategy for paid, owned and earned media AND how to create a digital brief
FULL AUDIO HERE: http://www.instantpresenter.com/WebConference/RecordingDefault.aspx?c_psrid=E951DB87834E
2011: Realign Your Digital Strategy for a Smarter, Faster World Brunner
Join @squigster to learn how to realign your digital strategy. Learn about trends shaping the digital landscape, create your own digital brief and start measuring performance the right way.
AUDIO: http://www.instantpresenter.com/WebConference/RecordingDefault.aspx?c_psrid=E951DB87834E
Social Media Marketing Presentation at the
- Brighton Social Media Meetup: http://lanyrd.com/2012/brighton-social-media-december-meet-up/
My presentation includes; How ‘Traditional Demographics’ for social media campaigns are no longer relevant.
How our peculiar assumptions of generation X must NOT be applied to target generation ‘Y’ and ‘Z’
Where we can look for demographics of the future.
What metrics we can integrate into social media marketing campaigns today, to better target the behaviour of purchasers of the future.
The Open Creative Project là bản báo cáo và nghiên cứu của Google nêu bật các yếu tố đóng vai trò then chốt đối với sự sáng tạo của quảng cáo trong tương lai.
Millions of dollars have been invested in the Metaverse by some of the largest companies in the world. And brands are buying into the Metaverse to position themselves for the next revolution in digital marketing. Discover what brands are doing in the Metaverse and how your company can take advantage of this unique and burgeoning opportunity. Technology is increasing at an exponential rate providing competitive advantage opportunities for those companies that can not only innovate but have a roadmap of continuous innovation. The Metaverse creates new opportunities for innovation around products, marketing, business models, and disruptive forces that will impact every industry. Are you ready?
NYU Integrated Marketing Campaign Project. Client: The EconomistPatty Yunen Latour
As part of the core curriculum for the M.S. in Integrated Marketing at NYU-SCPS, students are required to take two campaign classes, one covering everything related to media buying and another covering creative strategy and execution. These two courses are designed to equip students with the needed skills to thrive in the "agency life".
This deck is my team's final project for these two classes. The client for the Summer 2012 semester was the "The Economist", the world news publication.
Similar to Babelfish: Google @ Bogota Oct 5 2011 (20)
ANA programmatic-financial-fog 22-5-17Brian Crotty
A new study of programmatic media trading was released last week. The study, entitled “Programmatic: Seeing Through The Financial Fog” is a joint initiative between the primary US advertiser trade group the ANA, its Canadian equivalent the ACA, Ebiquity (EBQ.L, N/R) and Ad/Fin, and was undertaken to investigate costs and economics of programmatic advertising ecosystem. The study is relevant to digital media technology owners large (i.e. Alphabet’s Google (GOOGL, Hold) and small (i.e. The Trade Desk (TTD, N/R), to digital publishers, agency holding companies including IPG (IPG, Hold), Omnicom (OMC, Hold), Publicis (PUB.PA, Hold) and WPP (WPP.L, Hold) and providers of measurement and data services such as Nielsen (NLSN, Hold) because of the benchmarks the study provides and because of the implications the study suggests about the industry’s evolution.
Babelfish articles oct 16 mar 17 28-3-17 reduxBrian Crotty
In a world where it is increasingly difficult to keep up, let alone stay ahead, I am sharing a collection of meaty articles that passed my screens over the last 6 months. I have divided into 6 topics - The first articles in each section are important reading for those who can´t afford to tread water.
Sharing a collection of articles that I found interesting over the last 6 months - First 20 are important reading for those who can´t afford to tread water.
Sharing a collection of articles that I found interesting over the last 6 months - First 20 are important reading for those who can´t afford to tread water.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
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Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
2. Brian Crotty : Managing Director Razorfish &
Digitalcurious!
• I am
• I continualy search for new dots.....and
try to connect them
• I have many personalities
• I have worked on 5 continents.....so I
am a Gringo with a different
perspective
• I have a view for long term survival
and prosperity
• I am a Digital Immigrant
• I know my limitations and employ
people smarter than me
• My word is my credibility...... so I don´t
oversell
• I have a gift to contextualise new
information / change ..... see new
information and know when and how I
can use it.
• I only consume on demand content
• I am a marketers nightmare
PAGE 2
3. ´The marketing game is changing, come play with Google´
1. Why did you switch from a traditional to digital agency?
– The content value chain was changing
– Organized my thoughts / contextualized change
– Curiosity - Asking the questions that that no one is asking
– Having an opinion - right or wrong – starts a conversation
– Vision
2. What were your top 2 or 3 challenges as you were evangelizing digital
to your clients? How did you overcome them?
– Non standardized formats – breaking from traditional formats – new disciplines
needed
– Planning Integration
– Separation, reintegration, separation (evangelism vs moderated speech)
3. What is your perception of how the agency model is changing or how it
should change?
– Tipping Point
– Still profitable (concentration of media spend)..though protectionist
– Segmentation
– TV production model
PAGE 3
5. Brian Crotty : Managing Director Razorfish &
Digitalcurious!
• I am
• I have many personalities
• I have worked on 5 continents.....so I
am a Gringo with a different
perspective
• I have a view for long term survival
and prosperity
• I am a Digital Immigrant
• I know my limitations and employ
people smarter than me
• My word is my credibility...... so I don´t
oversell
• I have a gift to contextualise new
information / change ..... see new
information and know when and how I
can use it.
• I only consume on demand content
• I continualy search for new dots.....and
try to connect them
• I am a marketers nightmare
PAGE 5
6. ´The marketing game is changing, come play
with Google´
1. We can´t generalise anymore: Segmentation
2. Tipping Points: Customer expectations
3. Be organised: Conscious competence
4. You & Me: New roles & New competition
PAGE 6
14. Disruptors create a tension while customers
re-evaluate their needs
Form Price Timely
Personal Available
Choice Approachable
Control Responsive
Sustainable Sympathetic
Useful Synergistic
Atractive Innovative
Usable Social Intuitive
15. Over time the disruption loses its effect and the
ecosystem returns to a new equilibrium
Form Price Timely
Personal Available
Choice Approachable
Control Responsive
Sustainable Sympathetic
Useful Synergistic
Atractive Innovative
Usable Social Intuitive
20. Not black and white – shades of digital
People < 45 years old People > 45 years old
A
Digital
B
Socio Ecomimic level
Natives
Digital
C Immigrants
D Traditionals
E
50 45 40 35 30 25 20 15 10 5 5 10 15 20 25 30 35 40 45 50
Millions of People - Brazil
20
21. A mixture of Online & Offline conversations:
Old Places
Conversations New Places
Digital natives
Letters Instant Messaging
Tupperware Parties Social Networking
PTA Meetings Blogging
Immigrants
Political Rallies Email
Conventions Message Boards
Telephone Podcasts
Customer service Apps
lines
Traditionals
Traditional media
22. LATIN AMERICA AT VARIOUS STAGES OF DIGITAL
MATURITY
Population Internet Broadband Social Facebook Mobile Smartphone Search iMedia Overall
(% of (% of (% of internet (% of Internet (% Of (% of mobile (% of Ad (% of Ad
Base: Population) Population) users) Users) Population) handsets) expenditure) expenditure)
20% 10% 20% 10% 10% 10% 10% 10% 100%
ARGENTINA 41,3 3 3 4 2 4 1 3 3 3,0
COLOMBIA 45,8 3 2 4 4 2 1 3 3 2,9
BRAZIL 190,7 4 2 3 1 3 1 4 3 2,8
CHILE 16,7 3 3 4 4 3 1 1 2 2,8
MEXICO 112,3 3 2 3 4 1 1 2 2 2,4
PANAMÁ 3,4 2 2 3 3 5 1 2 1 2,4
EQUADOR 14,8 1 1 5 5 2 1 1 1 2,3
URUGUAI 3,5 3 3 2 2 4 1 1 1 2,2
VENEZUELA 29,1 2 1 3 4 3 1 1 1 2,1
COSTA RICA 4,5 3 3 2 2 1 1 2 2 2,1
PERU 29,5 3 1 1 1 2 1 2 2 1,7
BOLÍVIA 9,9 1 1 4 4 1 1 1 1 1,9
EL SALVADOR 6,1 1 1 3 3 4 1 1 1 1,9
HONDURAS 8,0 1 1 3 3 3 1 1 1 1,8
NICARÁGUA 6,0 1 1 2 3 1 1 1 1 1,4
GUATEMALA 13,6 1 1 1 1 4 1 1 1 1,3
PARAGUAI 6,4 1 1 1 2 2 1 1 1 1,2
GREAT BRITAIN 61,8 5 4 2 2 4 4 5 4 3,7
CANADA 34,3 4 4 4 3 1 4 4 5 3,7
US 310,6 4 4 3 2 2 4 4 4 3,4
HONG KONG 7,2 4 4 3 3 4 3 3 3 3,4
SPAIN 46,1 3 4 2 1 3 5 4 3 3,0
TAIWAN 23,2 4 3 2 3 3 3 3 4 3,1
SINGAPORE 5,1 4 5 2 3 3 3 2 2 3,0
CHINA 1341,7 2 2 1 1 1 3 4 3 2,0
Source – Various internetworldstats.com,wikipedia.org,SMG / eMarketer report & Facebook,
checkfacebook.com, wirelessfederation.com, Eiu.com, eMarketer, Magna Global, Zenith Optimedia
25. The road to success: Curiosity and understanding
Unconsciously - Consciously - Unconsciously - Consciously -
Incompetent Incompetent Competent Competent
26.
27. So much happening……………
Mapping / Lacation& Application: Advanced Design
WebsiteCustomer Relationship Strategy
Promotions
Integrated sponsorships / QR Codes / Based
packages
Value/ based segmentation mapping
Customer journey eCommerce
Affiliate Deals / Website Design Basic Ads
Dynamic messaging optimisation
Behavioural Targetting / Contextual
Mobile / WirelessConfigurators / simulators integration packages / Ad networks
/ In Car / AugmentedPR integration Mass advertising campaigns
Social
EventsIntegrated digital / traditional tactics – e.g. unified presentations
Media
Direct Marketing
Micro Sites / Hotsites
Basic
Social Marketing / Blogs / Call Centres / Telemarketing
Web Sites / Search Engine Optimisation Simulation / Collaboration Site Maintenance
Forums and events
tools Marketing
Database
Distributed Content
Content planning / architectures Cluster targeting
Email Toolkits & Playbooks
Consumer Generated Content / Crowdsourcing
Search Engine Marketing /Behavioral & Contextual Targeting Data capture / management
Aggregation tools for commentsdemographic
Target segmentation - / SEO links Call Centres
Product experience reporting tools targeting Syndicated Content segmentation – demographic
Paid Search
/ proprietary events Product Sampling / Simulcasts
Governance / Demographic Content / (ARG) Target
Content versioning
Capability roadmaps Branded
Online WOM : Viral Marketing
Web Analytics: Adv.Advertising
Banner - Clear success metrics
Desktop Tools - Softwares / Skins / Widgets test and learn
Sponsorships / Product Placement Supply Chain Integration Basic
Web Analytics: Adv. Traditional Mass Media
ServicesattributionGaming
Physical / online
/ Apps / analysis
Crowdsourcing
Traditional / Digital Strategy Integration Of SaleConsumer voting / comments
Point / Kiosks / Shopper Marketing
Basic message integration
Edugaming / Advergaming Search engine marketingTechnical innovation stunts
Consumer journey mapping Promotions
Instore signage / installations / integration
StreamingLoyalty programs
Video / Audio
Database consolidation Custom events
Process automation Core idea focussed & links between actions
Intermediary Strategic Integration
Integrated marketing communications
Seeding Innovation Domain strategy
Isolated tactical actions Fully Integrated Planning
Strategic toolkits planning
Connection Process integration
Proprietary tools / interfaces Custom tools
Store in store
Social networks talkability tracking Simple Direct e.g.Search Engine MarketingConsumer Generated Content
Endomarketing
Channel planning E mail marketing
Web Analytics: Advanced Database mining and marketing
Cross-Media Measurements
Lead management
Communications platforms Party brands / equity
Target segmentation –Third
Integrating behavioural
In-store integration e.g. sales data Data analytics
eLearning / games / roleplay
Viral / Stunts
Logistics solutions
Attribution Analysis Basic Dashboards Ongoing plots e.g. Games / storytelling
Data driven insights Data Collection
Conversation tracking & mapping
Self serve configurators
Message segmentation Search Engine Optimisation
Data Modelling
Conversation projection / stimulate topics
Calendar of conversation topics / Story CMS (Content Management Systems)
Service Development
Search Engine Optimisation
Data projection
Product Research & Development
Advanced profiling segmentation – behavioural
Target
E-Learning basic
Emerging Content R&D
Behavioural / Automated profiling
Advanced optimisation Tactical hotsites / tactics
Product Development Test and learn structures Decentralised content distribution: existimng 3rd party sites / toolsRetargetting / remarketing
Yield management systems Open source content alliances
Behavioral & Contextual Targeting
Cross platform applications Advanced Dashboards
Contextual offers AD Network integration
Enterprise Solutions Loyalty programs
Database mining and marketing Basic direct response
V 3.1 4-10-11
28. Start by sorting the information……….
Tactics
Edugaming / Advergaming Promotions Point Of Sale / Kiosks / Shopper Marketing
Traditional Mass Media
Sponsorships / Product Placement Services / Apps / Gaming
Banner Advertising Desktop Tools - Softwares / Skins / Widgets Branded Content / (ARG)
Product Sampling
Search Engine Marketing / Paid Search Email Syndicated Content / Simulcasts Call Centres
Consumer Generated Content / Crowdsourcing
Micro Sites / Hotsites Web Sites / Search Engine Optimisation Social Marketing / Blogs / Call Centres / TelemarketingDatabase Marketing
Events Direct Marketing
Mobile / Wireless / In Car / Augmented Behavioural Targetting / Contextual Ads
Affiliate Deals / eCommerce
Viral Streaming Video / Audio
/ Stunts QR Codes / Mapping / Lacation Based
Strategies
Promotions Intermediary Strategic Integration
Integrated sponsorships / packages & Application: Advanced Design
Website
Value based Customer Relationship Strategy
segmentation
Dynamic messaging / optimisation
Customer journey mapping
Website Design Basicpackages / Ad networks
ConfiguratorsPRsimulators
/ integration Media
Basic Integrated digital / traditional Social integration Mass advertising campaigns
tactics – e.g. unified presentations
Simulation / Collaboration tools
Forums and events Site Maintenance
Content planning / architectures
Distributed Cluster
Content
Aggregation tools for comments / SEOtargeting
demographicContextual Targetingcapture / managementPlaybooks
Target segmentation -Behavioral links Toolkits &
& Data
Target Governance //–proprietary events
segmentation reporting roadmaps
demographic
Product experience Capability tools targeting
Demographic
Web Analytics: Adv.:-Viral Marketingmetrics learn
Clear success
Online WOM Analytics: Adv. testChain Integration Content versioning
Web Basic
Search and comments Crowdsourcing
Supply engine marketingTechnical Physical / online attribution analysis
Consumer
BasicCore idea signage / & links
message integration /between actions Integration innovation stunts
Traditional voting ConsumerDatabasemapping
Digital Strategy events
Instore focussed installations / journey consolidation / integration
Custom automation
Integrated marketing communications Processplanning Strategic toolkits
Isolated tactical actions Connectiontactics
Data interfaces
driven insights Seeding integration strategy
Innovation Loyalty Custom tools
Process Domain Integrated Planning
Proprietary tools / Tactical hotsites / programsStore
Fully
talkability tracking
Consumer Simple Search Engine Marketing in store
Endomarketing
Social networksChannel planning Generated Content Direct e.g. E mail marketing
Web Analytics: Advanced Database mining and marketing
Cross-Media Measurements
Target segmentation – platforms / equity
Integrating Third Party brands
Communications behavioural eLearning / games / roleplay Lead management
Decentralised content distribution:Behavioral 3rd party sites /
Logistics solutions existimng & Contextual Targeting
Data analytics
toolsRetargetting / BasicIn-store /Attributione.g. sales data
Ongoing plots e.g. trackingintegration Analysis
remarketing &response
Basic direct storytelling
Dashboards
Games
Message segmentation projectionConversationSearchData Collection
Conversation topics serve mapping
Self Engine Optimisation
/ stimulateE-Learning basic configurators
Calendar of conversation topics / Story
Service Development Target segmentation – behavioural Modelling
Advanced CMS Research &Engine Optimisation
Product (Content Management Systems)
profilingSearch projection Data
Advanced optimisation Development
Data
Emerging Content R&D
Product DevelopmentAutomated profilingstructures
Behavioural / source content alliances
Open Test and learn management systems
Yield
Cross platform applications
Advanced Dashboards
AD Network integration Contextual offers Enterprise Solutions
Database programs marketing
Loyalty mining and
V 3.1 4-10-11
29. Start by sorting the information……….
Tactics
Edugaming / Advergaming Promotions
Traditional Mass Media Sponsorships / Product Placement Point Of Sale / Kiosks / Shopper Marketing Services / Apps / Gaming
Banner Advertising Product Sampling Desktop Tools - Softwares / Skins / Widgets Branded Content / (ARG)
Search Engine Marketing / Paid Search Email Syndicated Content / Simulcasts Call Centres
Events
PAID
Micro Sites / Hotsites Web Sites / Search Engine Optimisation OWNED Generated/ Content / Crowdsourcing EARNED
Consumer
Social Marketing / Blogs Call Centres / Telemarketing
Database Marketing
Direct Marketing
Streaming Video / Audio Mobile / Wireless / In Car / Augmented Affiliate Deals / Behavioural Targetting / Contextual Ads eCommerce
Viral / Stunts QR Codes / Mapping / Lacation Based
Strategies
Content versioning Database consolidation / integration Physical / online attribution analysis Website Design Basic
Intermediary Strategic Integration Process automation Strategic toolkits Store in store Site Maintenance
Website & Application: Advanced Design Product Research & Development Web Analytics: Advanced Fully Integrated Planning Target segmentation – demographic
Customer Relationship Strategy Innovation Behavioral & Contextual Targeting Database mining and marketing Domain strategy
Customer journey mapping Data projection Cross-Media Measurements
Process integration Loyalty programs Search Engine Marketing
Value based segmentation In-store integration e.g. sales data
Social integration Custom tools Simple Direct e.g. E mail marketing
Dynamic messaging / optimisation Attribution Analysis Connection planning
Configurators / simulators
Data capture / management Mass advertising campaigns Distributed Content Communications installations
Instore signage / platforms
Traditional / Digital Strategy Integration Simulation / Collaboration tools Standard content formats Data driven insights Open source content alliances
Integrated marketing communications Toolkits & Playbooks Media packages / Ad networks Channel planning Behavioral & Contextual Targeting
Core idea focussed & links between actions Capability roadmaps Basic executional measurement Integrating Third Party brands / equity Emerging Content R&D
Ongoing plots e.g. Games / storytelling Endomarketing Demographic targeting Web Analytics: Adv. - Clear success metrics Custom branded content
Search engine marketing
DISCOVERY CONVERSATION
Governance / reporting tools TRANSACTION
Tactical hotsites / tactics
ENTERPRISE
Content planning / architectures Product experience / proprietary events
Cluster targeting Yield management systems Advanced profiling Calendar of conversation topics / Story (BUSINESS PROCESSstunts
(MASS MARKETING)
Isolated tactical actions (SOCIAL MARKETING) (PERFORMANCE MARKETING) Technical innovation
Basic Dashboards AND PRODUCT INNOVATION)
Behavioural / Automated profiling Aggregation tools for comments / SEO links Consumer Generated Content
Basic test and learn
Logistics solutions Contextual offers Conversation tracking & mapping
Decentralised content distribution: Conversation projection / stimulate topics
Data analytics AD Network integration Web Analytics: Adv.
existimng 3rd party sites / tools Proprietary tools / interfaces
Cross platform applications Database mining and marketing Data Collection
Target segmentation - demographic
) Consumer voting / comments
Self serve configurators Loyalty programs Search Engine Optimisation
Message segmentation Consumer journey mapping
Test and learn structures Online WOM : Viral Marketing Seeding
Target segmentation – behavioural Custom events
Promotions Basic message integration Advanced optimisation
Lead management Supply Chain Integration
Basic Integrated digital / traditional Social networks talkability tracking Advanced Dashboards
Basic direct response Crowdsourcing
tactics – e.g. unified presentations PR integration Service Development
Search Engine Optimisation Enterprise Solutions
Integrated sponsorships / packages Target segmentation – behavioural Data Modelling
Retargetting / remarketing Product Development
Forums and events eLearning / games / roleplay
V 3.0 28-8-11 V 3.1 4-10-11
30. Building blocks for digital experience
TRANSACTION ENTERPRISE
DISCOVERY CONVERSATION (PERFORMANCE
(BUSINESS PROCESS
(MASS MARKETING) (SOCIAL MARKETING) AND PRODUCT
MARKETING)
INNOVATION)
Productivity / UX /
Capture attention / Build afinity / Close sale /
Engagement /
Strategic function Create demand / Reduce barriers / Commerce /
Motivation /
Visibility Feedback / Agility Conversion / Efficiency
Stakeholder Confidence
Awareness /
Level of demand Consideration
Consideration / Intent Intent / Purchase Loyalty / Brand Love
Segmented groups / Segmented groups /
Targetting Collective / mass
cluster
Molecular / Individual
cluster
Usability Low / Medium Medium / High Extreme High
One way conversation Two way conversation
Two way conversation Two way conversation
(brand to consumer / (brand / consumer or
Interaction mode customer) consumer / customer)
(brand / customer) (brand / stakeholders)
Paid Earned Owned / Owned /
Content Distribution Distribution On demand On Demand
90% Distribution 10% Distribution 30% Distribution 10% Distribution
Budget 10% Content Creation 90% Content Creation 70% Content Creation 90% Content Creation
V 3.1 4-10-11
31. 4 Pillars of digital experience...
DISCOVERY CONVERSATION TRANSACTION ENTERPRISE
(BUSINESS PROCESS
(MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING)
AND PRODUCT INNOVATION)
BASIC CAMPAIGNS
ISOLATED TATICAL
Increasing sophistication
ACTIONS
WEBSITE DESIGN BASIC
SITE MAINTENANCE
ORGANISATIONAL
CAPABILITIES
INTEGRATED BRAND
BUILDING MARKETING
CRM
LOYALTY PROGRAMS
ECOMMERCE
CUSTOM TOOLS
SERVICE / PRODUCT
INNOVATION
Increasing sophistication
V 3.1 4-10-11
32. New options facilitating an investment shift from
demand generation to more persistent environments
Reach
Build Awareness Persistent environments
Building Block #1 Building Block #2 Building Block #3 Building Block #4
Building reach Building Rapid Building Frequency Continuity &
Push a message Reach `always on´ content
out to prospects Secondary Media
Internet
Internet Internet
Pay TV
Pay TV Social marketing
Weekly mag
Open TV Magazine Magazine
Cinema
Video Projects POS
PR
OOH Aps / Services
Email
V 3.1 4-10-11
33. Content Ecosystem. Paid, Owned & Earned
OWNED
CRM PROGRAM
NEWSLETTERS
SAC (DIGITAL)
ECOMMERCE
PACKAGING
EXTRANET
FEEDBACK
SAMPLING
SUPPORT/
COMPANY
HOTSITES
WEBSITE
EMAILS
APPS
DISPLAY MEDIA FORUM
PERFORMANCE
BLOGS
(OLA, SEM, CPR)
SPONSORSHIP / CROWDSOURCED
PROD.PLACEMENT CONTENT
DR, DM, EMAIL
REVIEW SITES
MKT
GAMES / TOOLS /
EARNED
WIKIPEDIA
SERVICES
PAID
MOBILE SOCIAL NET.
(ADS, APPS, SEM) SITES
ORGANIC
YOUTUBE
(SEO, PR)
AFFILIATE DEALS,
TWITTER
EXCHANGES
DIGITAL DISPLAYS
FLICKR/ PICASA
POS
PROMOTIONS & SYNDICATED
EVENTS, STUNTS CONTENT
ALL PLACES CONSIDER: WEB BROWSER, MOBILE BROWSER AND MOBILE APP
V 3.1 4-10-11
34. ..to build Detailed Consumer Ecosystem &
Experience
PUSH NOTIFICATIONS BLUE BOX SOCIAL INTEGRATION .COM
ACTIVATION
BE BE BE BE BE CE
BE UA UA
FB.COM/ FB.COM/MEMBERSPRO
@AMERICANEXPRESS YOUTUBE CURRENCY.COM
AMEX JECT
NEWS FEED. E-HUB
Distribution/Sy Deals UA
ndication
MYCA
PRIVATE MICRO
COMMUNITIES
MEDIA/DRIVERS
UA
BE UA
FACEBOOK.COM/ZYN
FB MEDIA ACTIVATION
(MTV, LIKE, SPIN)
“Like” C ZYNC CENTER ZYNC Tank
CE 89K FANS TO DATE
DIGITAL MEDIA
BE CE C UA
CE
ORGANIC
Incentive
(SEARCH, EDITORIAL, UGC) ENGAGEMENT HUB
C CE CE C
PERFORMANCE MEDIA
C CE
APPLY CENTER
DIRECT MAIL (CALL CENTERS)
CE
BROADCAST MEDIA
(TV, OOH, PRINT, RADIO)
DIRECT INDIRECT PROPOSED
CM P CM + P
34
V 3.1 4-10-11
35. Sophisticated work doesn´t just happen….clients
need to aligning capabilities
Integrated Marketing Communications
Marketing ecosystem
Knowledge
Objectives and Metrics
Product R&D
Motivation
V 3.1 4-10-11
40. Communication Planning Process –Disciplines
Process stage
Vision
Market Segmentation
(Message Definition)
What To Say?
Consumer
Segmentation
Business / Marketing
Strategy
Communication
Strategy / Message
Segmentation
Engagement Platform
(Content Construction)
and Mechanic Ideation
How To Say?
Content Form and
Length Strategy
Content Interface
Needs
Channel Determination
(Content Distribution)
Where & When and
How Much
Activity Mix Formulation
Success Measurement
41. Communication Planning Process –Disciplines
Business strategy Integrated Message strategy Technology Connection strategy Content Metrics Discipline
Function organis- / Innovation strategy strategy specific
ational Planner execution
Portfolio Segment Corporate Brand / Campaign Engagemen Context Channel
strategy strategy
Process stage strategy strategy Product t Strategy strategy strategy
Vision
Market Segmentation
(Message Definition)
What To Say?
Consumer
Segmentation
Business / Marketing
Strategy
Communication
Strategy / Message
Segmentation
Engagement Platform
(Content Construction)
and Mechanic Ideation
How To Say?
Content Form and
Length Strategy
Content Interface
Needs
Channel Determination
(Content Distribution)
Where & When and
How Much
Activity Mix Formulation
Success Measurement
42. Communication Planning Process –Disciplines
Business strategy Integrated Message strategy Technology Connection strategy Content Metrics Discipline
Function organis- / Innovation strategy strategy specific
ational Planner execution
Portfolio Segment Corporate Brand / Campaign Engagemen Context Channel
strategy strategy
Process stage strategy strategy Product t Strategy strategy strategy
Vision
Market Segmentation
Strategic
Planning
(Message Definition)
What To Say?
Consumer
Segmentation
Business / Marketing
Strategy Message Planning
Communication
Strategy / Message
Segmentation
Engagement Platform
(Content Construction)
and Mechanic Ideation
Connection
How To Say?
Content Form and
Length Strategy Planning
Content Interface
Needs
Channel Determination
(Content Distribution)
Where & When and
How Much
Activity Mix Formulation
Tactical
Success Measurement Planning
43. Planning functions: Horizontal Cross Channel Lead
and Vertical Discipline / Core Competency
Business strategy Message strategy Connection strategy Content Metrics Technology / Integrated Discipline
strategy strategy innovation organisationa specific
planner l strategy execution
Portfolio Segment Corporate Brand / Campaign Engagement Context Channel
strategy
strategy strategy Product Strategy strategy strategy
Horizontal Planning
Ad agency
Media Agency
Comms Planning
Specialists
Digital Agencies
Consultants
Research Companies
Client In House
Mass Media Digital Digital Mobile Database Direct PR / Promotions Events Social Branding POS Design Trade
Comms Agency Advertising Infra- Agency Agency Marketing Corporate Agency Agency Marketing Agency Agency Agency Marketing
Vertical Discipline
Agency Agency structure Agency Comms Agency Agency
Agency Agency
Vertical
discipline
Planning
Execution
Measurement
44. The New Age Agency - New Specialised Positions
User Experience Engagement
Planning Planning
Technology
Media Creative
Connection Perfomance
Business Strategy & Insight
Planning Metrics Planning
Organisational
Planning (PM)
PAGE 44
45. New competitors.....collaborators...frenemies
DISCOVERY CONVERSATION TRANSACTION ENTERPRISE
(BUSINESS PROCESS
(MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING)
AND PRODUCT INNOVATION)
AGENCIES SOCIAL LISTENING
AGENCIES ECOMMERCE
MEDIA AGENCIES INFRASTRUCTURE /
SEEDING TOOLS SUPPLIERS
BUSINESS
CONSULTANCIES SPECIALIST FULFILMENT
CONSULTANTS SUPPLIERS DESIGN SHOPS
PLANNING
CONSULTANTSS PR BUSINESS BUSINESS
CONSULTANTS CONSULTANTS
IN HOUSE PLANNERS CORPORATE
COMMS CLIENT IN HOUSE MICROSOFT, IBM,
RESEARCH SAP, ORACLE ETC
SUPPLIERS CLIENT IN HOUSE OFFSHORE
MEDIA VENDORS EVENTS AGENCIES DM AGENCIES
PRODUCTION DM / CRM EXCHANGES
COMPANIES AGENCIES
V 3.1 4-10-11
47. Summary – 8 principles for success
1. We can´t generalise any more ..need to plan segmented
2. Tipping Points: Customer expectations being disrupted
3. Need to contextualise change for our prospect
4. Be organised: Conscious competence
5. You & Me: New roles & New competition
6. We need to build value added services to have a differential
7. We all need to be curious and proactive
8. New specialist career opportunities
PAGE 47
48. .. make yourself an indispensable partner
BRIAN CROTTY
EMAIL: BRIAN.CROTTY@DIGITAS.COM
MSN: BRIAN_CROTTY@HOTMAIL.COM
SKYPE: BRIAN.CROTTY
LINKEDIN, TWITTER, FOURSQUARE, TRIPIT, FACEBOOK, ORKUT, SLIDESHARE,
FEEDBURNER, WORDPRESS BLOG: BABELFISH............
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