From Campaign-driven Push to “Always On” Marketing

1. Transforming marketing from
campagin-driven push to ”always on”
HEADSTART MARCH 3 // HANNU VANGSGAARD // ENVISION
E: hava@envision.dk // T: 2968 4927

2. ”Campaign driven push marketing”

4. Based on a model of
attention and distribution

5. 89% find commercials
annoying when they interrupt
programs
59% change tv channel during
commercials
44% of Danes have opted out
of psysical leaflets in their
mailbox
Source: Mindshare “reklameanalysen” 2015 & Post Danmark
CONSUMERS HATE ADS

6. 22%
27%
29% 30%
34% 35%
14% 15%
13%
9%
11%
7%
2010 2011 2012 2013 2014 2015
Annoyance
Attention
Source: Mindshare “reklameanalysen” 2015
AND ACCELERATING…

7. 23% DANES USE ADBLOCKER

9. Attention
and
distributio
n
Purpose,
relevance
and
context
PUSH PULL

10. BUT HOW?
1. Understand consumers WAY deeper
2. Build framework for working with content
3. Think and work more like a publisher

11. Understand consumers WAY deeper

12. You can make more friends in two
months by becoming really
interested in other people than you
can in two years by trying to get
other people interested in you.
- Dale Carnegie
”

13. UNDERSTAND THE CUSTOMER JOURNEY
Buy
Inspiration Search /
compare
Experience
Trigger
Loyalty
Sharing
Instagram
Pinterest
The
neighbour
Broken…
etc.
Shops
Pricerunner
E-com sites
Tests
etc.
Facebook
Trustpilot
Instagram
etc.
Physical
or e-com
shop
How to
Youtube

14. KNOW THE MICRO MOMENTS

15. Build framework for working with content

16. HERO, HUB, HELP FRAMEWORK
HERO
HUB
HELP
Quality content that creates top-of-
mind and preference.
PUSH.
Involving content that builds
community and loyalty. Something
you’ll subscribe to.
DIALOGUE
Content that helps and creates
traffic.
PULL

17. Think and work like a publisher

18. EDITORIAL MEETINGS
Half year plan
Focus
Themes
Revised half year plan
Weekly/monthly “editorial” meeting
Current topics?
Evaluate content/activitets
Evaluate KPIs
Discuss new insights
Plan for next period

19. How brilliant content looks like:
Always - menstrual pads

20. HERO

21. HUB

22. HELP

24. ALWAYS
Hero Hub Help

25. VOLVO
Hero Hub Help

26. Courage is being
scared to death
- but saddling up
anyway
”
John Wayne

27. ideer, der giver mening.