The document discusses the transformation of agencies in a digital world. Major shifts are occurring due to advances in technology, mobility, and open data. Specifically, it notes that (1) social media, real-time data, and digital channels are changing how brands connect with consumers (2) agencies must leverage technology and data to help brands build relationships with consumers across different touchpoints (3) there is a tremendous opportunity for agencies to reinvent themselves and capture the $400 billion global advertising spend in this new landscape.
How information system is transforming business - - Dr. Manu Melwin Joy - Sch...manumelwin
In 2010, American businesses will spend over $562 billion on information systems hardware, software, and telecommunications equipment. In addition, they will spend another $800 billion on business and management consulting and services—much of which involves redesigning firms’ business operations to take advantage of these new technologies.
In this presentation, Vishakha introduces SMAC and associated trends. Vishakha's interest area lies in mobility where Vishakha wants to build platform agnostic applications to help in financial inclusion.
How information system is transforming business - - Dr. Manu Melwin Joy - Sch...manumelwin
In 2010, American businesses will spend over $562 billion on information systems hardware, software, and telecommunications equipment. In addition, they will spend another $800 billion on business and management consulting and services—much of which involves redesigning firms’ business operations to take advantage of these new technologies.
In this presentation, Vishakha introduces SMAC and associated trends. Vishakha's interest area lies in mobility where Vishakha wants to build platform agnostic applications to help in financial inclusion.
This 2 minutes presentation will help you understand all about Mobile Marketing, How effective it is, how to use it and the future of mobile marketing...
In this presentation, Priyamvada introduces the topic of SMAC and associated trends. Her interest area lies in developing simple mobile applications that make customers' lives easier.
Space and Lemon Innovation Lab produces one digital trend study per year. In 2016 with the "growth of China tech and a mighty start-up ecosystem". This study has been shared in workshops and keynotes in 2016, 83 times.
Professor Mo Krochmal explores the emerging mobile and app economies for his Quinnipiac interactive master's degree class "Issues in Contemporary Media."
As a follow-up to "Meet the Screens," published last year, which outlines how people engage with different screen devices, BBDO partnered with Collective to commission and analyze data from Nielsen, and looked to best...
Kevin ryanmotivitymarketinggetwiththeprogramMediaPost
"Get With The Program" by Kevin Ryan of Motivity Marketing
rogrammatic platforms seem poised to devour the world of advertising only four years after that puzzling RTB acronym became familiar. But now the game gets serious – as high CPM video, direct, mobile and even TV inventory starts leveraging these technologies and the platforms become core to both buying and selling. Time for a maturity check. Are these technologies, processes, and ready to grow up? As the longest running conference series on all things programmatic, OMMA RTB, enters its third year of international gatherings on the topic, we grill industry leaders on whether the exchange economy really has met and overcome its challenges.
This 2 minutes presentation will help you understand all about Mobile Marketing, How effective it is, how to use it and the future of mobile marketing...
In this presentation, Priyamvada introduces the topic of SMAC and associated trends. Her interest area lies in developing simple mobile applications that make customers' lives easier.
Space and Lemon Innovation Lab produces one digital trend study per year. In 2016 with the "growth of China tech and a mighty start-up ecosystem". This study has been shared in workshops and keynotes in 2016, 83 times.
Professor Mo Krochmal explores the emerging mobile and app economies for his Quinnipiac interactive master's degree class "Issues in Contemporary Media."
As a follow-up to "Meet the Screens," published last year, which outlines how people engage with different screen devices, BBDO partnered with Collective to commission and analyze data from Nielsen, and looked to best...
Kevin ryanmotivitymarketinggetwiththeprogramMediaPost
"Get With The Program" by Kevin Ryan of Motivity Marketing
rogrammatic platforms seem poised to devour the world of advertising only four years after that puzzling RTB acronym became familiar. But now the game gets serious – as high CPM video, direct, mobile and even TV inventory starts leveraging these technologies and the platforms become core to both buying and selling. Time for a maturity check. Are these technologies, processes, and ready to grow up? As the longest running conference series on all things programmatic, OMMA RTB, enters its third year of international gatherings on the topic, we grill industry leaders on whether the exchange economy really has met and overcome its challenges.
Telecom 2020: Preparing for a very different futureRob Van Den Dam
Mega market and technological trends are creating a very new world for consumers, businesses and markets as a whole. A potential role for communications service providers in this new world charts a path to growth
Market Intelligence Solution - Knowledge Partnership, Mobile CommunicationsKnowledge360
Market Intelligence Solution - Knowledge Partnership, Mobile Communications
K360 works hand-in-hand with clients to make their business run better in the most profitable, efficient, practical and sensible ways possible.
K360 makes creating capturing and sustaining value an integral part to your growth.
K360 helps to imbibe Customer-Centric business focus.
K360 assists organization to understand vital elements of success, and implementing the right strategy and culture to achieving maximum growth.
Weather an organization needs fast inorganic growth or steady organic growth, K360 ensure that they are designed to facilitate it.
K360 makes innovation as a competitive advantage for organizations. Tailored to suite different organizations while always refining functions and processes to match organizational goals.
Design and Execution, not just advice but Action and RESULTS!
This report highlights major trends worth taking into consideration in order to understand today’s digital market and get a sense of how the industry will evolve in the future.
Not sure exactly the year this was created - 2000 or 2001 - it was an internal Agency presentation explaining what we did in the interactive division.
Favorite bits are the stuff on interactive brand and digital customer.
2010 has been a transformative year for technology that will impact consumer platforms, advertising, and the way we interact with our mobile, PC, and content devices for years to come. From Xbox’s Project Natal to game-changing 4G networks, consumer technology has made some tremendous leaps this year. For marketers, the Lab explores the ways in which word of mouth can and will be harnessed in 2010, and how brands will need to redefine value in an increasingly sophisticated and complex retail environment. We also reveal how coming changes to the content and distribution delivery systems will change the game for broadcast permanently. Finally, the Lab has identified a key demographic that will be making their mark this year in the new media space.
Visible Wireless: Grass Roots Branding and Media PlanningMediaPost
Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed everything about how the brand grew – from product development even to media planning. What does a grass roots media strategy look like?
Looking back on the migration to real-time programmatic from traditional media direct sales and ad network models, one can see parallels in the evolution of connected tv media buys today. However, there are powerful voices and a complicit media machine swimming against the current of change in how television content is valued, bought and sold. Are recurring programmatic inventory buying & selling patterns that preceded CTV likely to repeat themselves?
First-Party Data Takes The Cake In A Post-Cookie WorldMediaPost
Shopper behavior has been disrupted and now, more than ever, consumers are in the driver’s seat. As third-party cookies go away and data privacy regulations increase, consumer trust is paramount and should be earned through value exchange. Discover how the power of Kroger Precision Marketing’s first party data and advanced targeting capabilities has changed the media advertising ecosystem by holding media accountable for driving real business outcomes.
Real-time buying for real-time events: Leveraging Programmatic TV for Live Ev...MediaPost
Be memorable in the streaming space and learn how to best leverage real-time events on Live OTT with highly engaged, leaned forward audiences no matter your budget. Hear from one of the largest vMVPDs the value of executing live events programmatically and bring your strategy to the next level.
The Right Audience for the Job: Cadillac’s First Party Data Engine MediaPost
The Cadillac brand has been designing a new model (for consumer data, that is), which is aerodynamically suited to the next generation of information highway. It is powered by a single point of truth first party data engine that makes the company’s use of third party data more accurate and efficient and even finds new affinity audiences that work within a people-based marketing framework. Let’s take a test drive with Cadillac CRM, Audience and Personalization Manager Kate Wonsul.
Sustained Innovation Through Creativity, Technology & DataMediaPost
Avocados From Mexico has built one of the most successful digital practices in the industry in terms of both creativity and performance. Ivonne Kinser, AFM's head of digital marketing & ecommerce, will share the brand's approach to combine creativity, technology and data to develop stronger customer relationships that significantly increased the performance of their campaigns.
Consumers demand privacy and digital marketing is evolving. Advertisers need a future-proof targeting solution that doesn't rely on third-party cookies or mobile identifiers. Hyper-relevant contextual targeting is a privacy-safe solution that goes beyond the keyword or category level to offer unparalleled relevance and reach in brand suitable environments, which means you can reach your target buyers at the moment they're most likely to engage - without cookies.
There's a lot of uncertainty and concern around the upcoming changes restricting 3rd party cookie based targeting. Marketers are scurrying to pivot against these changes with very little concrete guidance on what parameters will be in place.
The acceleration of streaming this past year has made video even more critical to a brand's growth strategy. Lexmark’s director of marketing operations, Mike Dattilo, shares how he’s successfully targeting SMB users to expand their audience, brand awareness and increase conversions through performance video.
When Less is More: Building a Successful Advertising Business from a Subscrip...MediaPost
In 2020, The New York Times added a record 2.3 million digital-only subscriptions, bringing its subscriptions to digital products and print newspaper to more than 7.5 million. By focusing on improving the reader experience, the Times has built stronger relationships with its subscribers and knows what type of information and storytelling resonates with their influential audience. Hear how The Times is focusing on fewer, higher quality ads and using its first-party data to offer targeting based on emotional states and reader motivations to provide more powerful ad experiences.
What Do First Party Data and Golf Have In Common? MediaPost
As it turns out, two major strategies. Join Omeda leaders Tony Napoleone, VP Client Experience, and James Capo, COO, to discuss market changes and the two winning strategies you need with your audience data.
Turning Customers Into Fans: Church’s New Social Media PlaybookMediaPost
As social platforms fragment, brands need to remain flexible in their paid and organic strategies. Church’s Chicken reimagined its social media playbook for changed times. Alan Magee explains how they sought to encourage more than engagement but engender true brand fan love. With campaigns that broke through the clutter Church’s is growing its social footprint and engagement in ways that serve the core business and not just Follows and Likes.
Restaurant Customer Engagement: The Path to PersonalizationMediaPost
Driven by necessity and rising customer expectations, the digital transformation of restaurants is well underway. Your customers now engage with you through multiple channels across various devices, yet still expect you to seamlessly deliver highly personalized experiences. Join us to learn how restaurants can orchestrate these personalized customer journeys at scale.
Delivery & Streaming, the Ultimate Experience with RokuMediaPost
Dig into the secular shift to streaming. Join Jeff Katz, Head of Sales in the Central Region at Roku, as he shares 3 key updates for QSR Marketers from America’s #1 TV Streaming Platform:
- Foursquare QSR Insights
- Roku Platform Updates
- Beta Measurement Opportunity
Brand licensing is more than an incremental revenue opportunity for QSRs. It is a branding play that can have multiple benefits for branding, sales and even expansion. Using Cinnabon as an example, Focus explores how putting its legendary buns on grocery shelves and into pizza orders.
Three Tips to Maximize Creative Asset EfficiencyMediaPost
Advertising campaigns for quick service restaurants are a constant. You’re never NOT trying to get feet in the door. In an effort for brands and franchisees to meet audiences wherever they are with exciting promotions, marketers need to create exponential amounts of content, quickly. But quickly doesn't always mean efficiently. Join this session to learn three ways to get the most out of your ad creative and maximize the value of your assets.
The QSR Media Dispersion: Pre, Mid & Post Pandemic – By the NumbersMediaPost
The QSR media mix’s future was pulled forward by three years in April 2020. This was a necessary change and one that has helped the strong survive and grow. In this session, Senior Director of Sales for Simpli.fi, Casey Squier will review foot traffic trends, both nationally and locally, and the shift in ad spend across mobile, display, video, and CTV. He will also discuss a case study with a national QSR who did it right and is thriving in a post-Covid world.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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.
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Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
7. Three major shifts happening – 3. Openness Ubiquitous broadband Democratized tools of production Falling cost of storage
8. Add in the fragmenting media marketplace Cable TV Personal Computer Video Games DVR Satellite TV 3D TV Online Radio Online TV Blogs Podcasts Blogs Portals Ad Networks MMORP Games Instant Messengers Social Networks Mobile Gaming Mobile Video Mobile Computers Email Search eBooks Digital Billboards Newspapers Broadcast TV Magazines Broadcast Radio Billboards Movies 2010
9. More Context 2006 1B 2003 500M 1994 Users 77M 1998 Distribution & Commerce 2000 400M Information Communication 2010 1.9B “ Buy ” “ Read ” “ Converse ” The Constant Conversation
10. . Digital information in the world – videos, photos, music, texts, etc. 800 exabytes 2010 2020 53 zettabytes Internet users worldwide 2010 1.9 B 2020 5 B Mobile subscribers 2010 5 B 2020 10 B 2010 2020 2020 2010 2010 2020
15. Reaching The New Consumer Awareness Connect Inform Interact Share TV Video Radio OOH Blogs Social Media Widget Rating Sites IP TV Call Center Search Email Print Banner Direct Mail Virtual Worlds Mobile Games Lead Gen In-Store UGC Consumer
21. Marketing research and Data . Source: Longitudinal Economic Study Series, IRI Attitude Link, n = 1,000+ shoppers. CPG Purchase Decisions. IRI, 2009. 83% of shoppers have decided what to buy BEFORE entering a store The new e-commerce Digital Impact Breaches Digital Borders
24. Who’s best suited to take this transformation head on? Search Marketers Who live Data and breath Optimizations and Relevancy
25. “ The ability to take data - to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it: that's going to be a hugely important skill in the next decades” Hal Varian, Google Chief Economist
Good morning all – First – thanks to SIS, MediaPost, the programming committee for allowing me a few minutes to riff on this unique space. Its always great to be a part of the SIS constellation – such a great collection of folks.
Now – Agency Transformation – something that I have seen through the my experiences Based on being on the client side, the agency side, and now most recently at the technology side, Search Agencies have had a hard time transforming. The past five years I have witnessed the following: 2007 – 2009 – SEMs fighting to sit at the table (any table) 2009 – 2011 – SEMs integrating with other agencies 2011……… SEMs transforming to Digital Agencies Why are SEMs transforming now? Data and Technology…….
As we entered the 20th Century 83% of the work force in the US was focused on agriculture and today that number is down to 2%. What happened? The disruption of technology fundamentally shifted the need of that workforce and the value. We have seen this concept continue over history. Think the industrial revolution. Not just in agriculture, but manufacturing, etc. A disruptive force came in and changed the landscape and livelihood of the world forever, and it is happening again. Maybe I am being dramatic, but we can apply this to the Agency world in many way
Technology. And who is the best to leverage all that tech? SEMs and digitally minded agencies. As Scott Brinker has said at SIS before, our industry needs more Chief Marketing Technologists. This is because we need team members who are equipped to handle and digest all the data……
This go around the disruption is digital, and it is impacting us in a number of ways. 1. Computing Power (moore's law) – computing power doubling every two years. The wonderful iMac being crushed by the iPhone 4. These factors have quickly changed the way people live their lives entirely, but the above specifically the are the delivery components that make it possible.
Mary meeker Feb 2011 slides – the iPhone and androids, and bberrys are feeding that curve!
Openesss – ubiquity to data – storage, and the freeness to share it……
Hardly any to way too many choices for consumers.
Choices online expand – to provide more data to mine – from reading, to buying, to participating, to constantly conversing (just like we are right now – with a twitter stream, and an video stream of this.
Exabyte – 1 billion gigs. Zettabyte – 1 sextillion bytes (in 2008 – US consumers consumer 3.8 zettabytes of info) On top of that is the sheer amount of data that is being delivered. All the info in the world from the beginning of time to 1989 doubled by 2K. It will double again by 2020. Zeta Bytes, to Xabytes (sp) and so on. These two things: delivery and data (content) will be the strongest influencers of people in the world which is naturally going to disrupt advertising. We all know this, but its good to step back and think of how it is going to affect us. So now, we can dive in to some specific pieces of this:
We all collectively need to stop talking about digital being a channel, and being a plethora of choices. It’ s a platform….
Just like back when the message was the same for each consumer
And fast forward to our multi-choice world where we all can decide what we want to converse with, take part in, or share
Hyper targeted relevant messaging
But even with that hyper segmentation - How do we reach the new consumer nowadays? Many of you have seen a variant of this slide – but the consumer bounces around a lot now…..and how can we better tailor or match our relevant marketing or services to them?
Evolution of this over time. Martini’s – as some of you know – I take mine dirty with blue cheese olives and bacon too! if you want to know - handshakes, sports tickets, etc. In time there have been incremental elements of sophistication that have come in to play but the recent digital explosion will revolutionize this. Take display as an example: On its way to being a $100B industry.
Technology is creeping in and how the exchange concept is on the horizon making the buying smarter, but more importantly revolutionizing what the media buyers do. It will be about data, number crunching, not phone calls to networks, concert tickets. Sorry to say this could happen. To be clear, there will always be that relationship element in media. Most of the dollars are there today, but things will shift. In display we see the divide coming between premium, which will continue to be a rapport play negotiation, but more and more inventory pools will come together via a technology/data driven auction. Think search. The days of purely buying search by hand are going
That just made my head hurt – and that is only at the display ecosystem - The Scream………imagine all the logos for search, analytics, video, etc. That would really turn the sky red..
Lets think about creative: Its about the ideas. The big, cool ideas. How could technology mess that up? Well, it will be an evolution based on what is relative to the audience, and that audience is drastically changing their lives. The cool ideas are in large part going to be cool because of how they are delivered and the insights built on that technology/data. Real time is what we saw with Isaiah Mustafa and Old Spice is the obvious example here but has a great back story here. Coke snowglobe. Kids literally shift from playing with a snow globe to playing with their phone. It allows for some really cool ideas and campaigns based on real sentiments and insights.
There is literally a ton of data that exists now, and what that relationship means for the offline or non-digital realms. Search, display and other digital media shapes the research that consumers have before they enter a store. The only real impulse buy left now is purely online – do I buy that wine deal on lot18, or that sweet skirt for my wife on hautelook? That is the impulse buy now……
Lets talk about planning and attribution: The tools are getting better and better. Data is becoming close to and eventually real time shifting the role of planners will to. Nimbleness, greater intelligence. Great power on the buy. etc, etc. Much like this shot of a cockpit, our optimizers and planners need to get “instrument rated” so they can get much more data and insights – much like pilots who move up from private pilot licenses to instrument ratedpilots. It allows them to go higher, and be prepared for more …..The analogy – allowing our marketers to get into the data more, and distinguish between the marketers who are doing things that “seem” right versus those that are highly measurable. Which is why you see more and more agencies taking on PHDs and quant jocks who are skilled at looking at data sets to find insights. As well, that is why we will continue to see new firms and consultancies pop up that can help on data, or even attribution…..
Attribution – It really is like the long lost and comedic chase for the Holy Grail, where we continually meet the Knights who say NI! But it is coming…..the holy grail of media buying is coming. Not sure when, but it is Attribution. We are starting to see it online. Search to Display. Social will follow quickly. TV experiments are under way (GoogleTV) and others. The touch points are increasing rapidly as a result of digital and eventually all will be powered by digital As a result, the end game of attribution is coming.
So beyond staffing up agencies and marketing groups with PHDs and quant jocks, its pushing the collective search marketing industry to own strategy – And this room can help do that by pushing the search team to own more – don’ t dabble in display, own it – jump on mobile, jump on technology usage as a company!
“ The ability to take data - to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it: that's going to be a hugely important skill in the next decades” Hal Varian, Google Chief Economist (2008)
If a Pontiac convertible solstice can convert to Jazz, the cool autobot transformer, SEMs can transform to be the lead too!
Agencies have always been about building relationships, but now we all need to do a great job of weaving data and technology into the relationships. That will make it even stronger and relevant.
So this is very big picture. Some applies today, some applies tomorrow, but the shift is coming. The status quo of being an advertising professional and in the Agency game will go the way of the farmer in the 20th century. However, fear not. It doesn't mean as with agriculture that jobs will shrink 80% any time soon, but it does mean what it takes to do the job will. It means embracing digital, living digital and understanding it deeply. Moreover, it means data, it means people that can digest it in mass, can crunch it and make decisions in real time based on it. And if we all get that right, that means that there is a bunch of money that we all can play with……