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Stack storytelling

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Stack Storytelling
As devices proliferate the concept of cross platform seamless communication for brands becomes a challenge. We will explain ‘Stack Storytelling’ : the ability to deliver and sequence a brand story across multiple third party platforms, and furthermore explain how Stack Storytelling improves return on investment for marketers by up to 50%

Published in: Marketing

Stack storytelling

  1. 1. STACK STORYTELLING STEFAN BARDEGA CHIEF DIGITAL OFFICER
  2. 2. THE PROBLEM, JOURNEYS ARE GETTING MORE COMPLEX
  3. 3. THE AVERAGE TELCO JOURNEY NOW HAS 220% MORE TOUCHPOINTS 2003 2014 30 30 65 63 42 Internet search Brand website Comparison websites Email Internet display ads Source: ZenithOptimedia Touchpoints 2014 +220% 83 78 75 72 72 71 57 56 47 47 45 42 38 38 36 35 Brand website Comparison websites Cons opinion site/ blogs Internet search Coupons on internet Retailer websites Blogger review/reco Email Social network likes Social network page/app Internet apps/widgets Internet brand video Internet display ads Mobile phone ads/ promo Social network ads Internet video ads
  4. 4. THE ADTECH MARKET HAS BECOME MORE COMPLEX Source: Luma Partners 2013
  5. 5. of enterprise marketers have no synchronized view of customer data. — Forrester 82% Unifying data has become complex 5
  6. 6. of customers don’t receive consistent experience across channels. — Accenture 78% 6 ….as a result people aren’t getting the right messages at the right time
  7. 7. of customers have discontinued communication with a company because they receive irrelevant promotions and messages. — Blue Research 94% Brands who deliver right time, right platform right place will do better than ever before
  8. 8. SO WHAT DOES ALL THIS MEAN ?
  9. 9. IMPROVING OMNI-CHANNEL USER EXPERIENCE IS THE CEO’S NUMBER 1 CHALLENGE
  10. 10. BRANDS WHO MAKE INTERACTION SIMPLE AND CONSISTENT WILL WIN…
  11. 11. …and enjoy a simplicity premium THE SIMPLICITY PREMIUM, BY INDUSTRY Source: Siegel & Gale 2013 US. The premium customers are prepared to pay for simplicity by industry
  12. 12. And those that don’t...
  13. 13. STACK STORYTELLING Using integrated technology stack to efficiently deliver seamless brand stories across multiple platforms Source: ZenithOptimedia 2014
  14. 14. PRACTICAL EXAMPLE OF STACK STORYTELLING DSP DSP
  15. 15. STACK STORYTELLING REQUIRES FOUR THINGS 1. EXPERIENCE DESIGN 2. CONNECTION ARCHITECTURE 3. TECH STACK 4. INTEGRATED DATA
  16. 16. 1.EXPERIENCE DESIGN INTEGRATED ACROSS ALL PLATFORMS
  17. 17. STACK STORYTELLING REQUIRES FOUR THINGS 1. EXPERIENCE DESIGN 2. CONNECTION ARCHITECTURE 3. TECH 4. INTEGRATED DATA
  18. 18. 2. CONNECTIONS ARCHITECTURE DEFINES MESSAGE SEQUENCE ACROSS PLATFORMS JOURNEY STAGE PLATFORM 1. SEE IT MOBILE EMAIL DISPLAY SEARCH SITE 2.TRY IT 3.BUY IT 4.ENJOY IT
  19. 19. STACK STORYTELLING REQUIRES FOUR THINGS 1. EXPERIENCE DESIGN 2. CONNECTION ARCHITECTURE 3. TECH 4. INTEGRATED DATA
  20. 20. GOOGLE STACK: COOKIE BASED MEDIA AND SEARCH ECOSYSTEM Masthead, Channel and TrueView lists User List Third Party Data Providers Remarketing Lists User Lists Search Remarketing User Lists
  21. 21. FACEBOOK STACK: PEOPLE BASED TARGETING AND ATTRIBUTION
  22. 22. ORACLE STACK: END TO END OMNI CHANNEL CUSTOMER MANAGEMENT Contact Management Lead Management Campaign Management Social Marketing Measurement Loyalty Management
  23. 23. ADOBE STACK: INTEGRATED CREATIVE AND MARKETING CLOUD MARKETING MIX PLANNING INTEGRATION ASSET SHARING CONTEXTUAL ACTIVATION PROFILE MANAGEMENT TAG MANAGEMENT USER MANAGEMENT & SECURITY COLLABORATION
  24. 24. STACK STORYTELLING REQUIRES FOUR THINGS 1. EXPERIENCE DESIGN 2. CONNECTION ARCHITECTURE 3. TECH 4. INTEGRATED DATA
  25. 25. BRAND EFFECT OF STACK STORYTELLING EFFECT OF USING TWO PLATFORMS TO DELIVER SEQUENCED MESSAGE 41% 31% 27% 48% 40% 34% Brand Favourability Brand Recommendation Brand Consideration 1 Platform Only (n=579) 2+ Platforms (n=371) Source: Nielsen Online Brand Effects Expanded View – O2 Germany,
  26. 26. MEDIA RETURN ON INVESTMENT FOR STACK STORYTELLING
  27. 27. MEDIA RETURN ON INVESTMENT FOR STACK STORYTELLING
  28. 28. MEDIA RETURN ON INVESTMENT FOR STACK STORYTELLING
  29. 29. MEDIA RETURN ON INVESTMENT FOR STACK STORYTELLING
  30. 30. STACK STORYTELLING REQUIRES FOUR THINGS EXPERIENCE DESIGN CONNECTION ARCHITECTURE TECH INTEGRATED DATA

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