Mel Edwards - Modern Marketing

transcript

Modern Marketing

V I EN N A – SEPTEMB ER 2 0 1 5

Me l Edwa rd s , Wunde rm a n EMEA CEO

FOUNDATIONS TO DO THIS

1. Data now firmly placed at creative and technology ‘top table’

2. Principles of right message, right person, right time still apply

3. Adtech and programmatic means 1:1 is relevant everywhere

4. Build around a purpose that you can share with consumers

5. Connecting to culture, not just tailoring to the individual

MODERN MARKETING

MEL EDWARDS /

MARKETING IN TODAY’S AGE HAS TO BE ABOUT CONNECTING BRANDS WITH

INDIVIDUAL CONSUMERS IN THE MOST CONTEXUALLY RELEVANT AND EMOTIONALLY MEANINGFUL WAY, WITH TECHNOLOGY AS

THE ENABLER

BUT YOU ALSO NEED TO ENSURE YOUR BRAND IS BUILT AROUND THE INDIVIDUAL

THE MOST IMPORTANT INGREDIENTS

FOR MAKING THIS HAPPEN…

WHY THE TIME FOR DATA IS NOW

1. 70% of 3,500 surveyed in a Customer Engagement study say they’ll share information if

will help improve brand experience. (24/7 study, cited in DMNews, Aug. 2015)

2. Experience trumps all. 84% of respondents in a 2014 study said they’d pay 5% more for

a superior customer experience. (Find the Missing Pieces, white paper, Teradata, 2014)

3. “One-way push brand messages are replaced by perpetual multiway conversations …

from controlled to chaotic.”

4. Marketing is becoming a revenue driver, going deeper into the funnel and traditional

sales territory. 75% of marketers say they will be responsible for the end-to-end

customer experience over the customer’s lifetime by 2020. (The Rise of the Marketer,

The Economist, Intelligence Unit, 2015)

5. Today’s marketer combines operational and data skills with business strategy. Three

out of four cite digital and data as primary investments.

MODERN MARKETING

MEL EDWARDS /

Transform

services

Inspire

Better meet needs

Insight: one to one knowledge of the customer

DATA CAN POWER MORE THAN RELEVANCE

MODERN MARKETING

MEL EDWARDS /

UNIFIED DATA IS THE NEW BLACK

BUYING

DIGITAL

EXPERIENCE

OMNI CHANNEL

CONSISTENCY

CUSTOMER

KNOWLEDGE

ACCOUNTABILITY

PROGRAMMATIC : ALLOW TO PERFORM TARGETED MARKETING REAL TIME REACTIONS

ACCORDING TO DIGITAL ACTIONS ON TRADITIONNAL DIGITAL MASS MARKET CHANNELS

ENGAGE CONSUMERS WITH PERSONALIZED CONTENT ACROSS ALL DIGITAL CHANNELS

AUTOMATE PERSONALIZATION VIA EMAIL, BRAND WEBSITE & SOCIAL PLATFORMS

BUILD A PERSISTENT VIEW OF INDIVIDUAL CONSUMERS

TRACK AND SYNCHRONIZE IN REAL TIME DATA FROM ALL TOUCHPOINTS

ENGAGE CONSUMERS CONSISTENTLY BY DISTRIBUTING DATA AND KNOWLEDGE ON AND

OFFLINE

DIGITAL INTERACTIONS,

SOCIAL SIGNALS,

CUSTOMER RELATIONS,

ON/OFFLINE PURCHASES,

TRACK THE PERFORMANCE OF THE GLOBAL MARCOMM & DIGITAL ACTIVITY IN 1 UNIQUE PLACE

DEMONSTRATE THE VALUE TO OPTIMIZE SPENDINGS

TURNCONSUMERS INSIGHTS,

PERSONAS AND PROFILES

DEFINITION, PREFERENCES

MODELLING, RELEVANT

SEGMENTATIONS

MODERN MARKETING

MEL EDWARDS /

THE COMPLETE CUSTOMER JOURNEY

AWARENESS CONSIDERATION PURCHASE RETENTION ADVOCACY

Print Word of Mouth

Online Ads

Social Ads

Reviews

Direct Mail

Aggregators

Website

Community Forum

Knowledge Base Promotions

Social Networks

Newsletter

TOUCH 2 TOUCH 5 TOUCH 7

EMAIL1

2 MOBILESITE

ONLINEDISPLAY AD

WEBSITE

DIRECTMAIL

CALLCENTER

DIRECTMAIL

SOCIAL

MOBILESITE

MOBILEDISPLAY

ONLINEDISPLAY AD

ONLINESEARCH

AGENT DIRECTMAIL

CONVERT

WEBSITE CONVERT

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ON TOP OF ALL THIS THE WAY

CONSUMERS DIGEST CONTENT MEANS

WE NEED TO CREATE CUT-THROUGH

via: internetlivestats.com

IN 1 SECOND

WORK THAT BRINGS THESE PRINCIPLES TO LIFE

1. Build around a purpose that you can share with consumers

2. Data now firmly placed at creative and technology ‘top table’

3. Connecting to culture, not just tailoring to the individual

4. Adtech and programmatic means 1:1 is relevant everywhere

5. Principles of right message, right person, right time still apply

MODERN MARKETING

MEL EDWARDS /

CREATE A SHARED IDEAL

UNDER ARMOUR

UNDER ARMOUR CHANGING THEIR IMAGE THROUGH ASPIRATION

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HELPING CREATE PRODUCT

THROUGH DATA

DIAGENETIX

DIAGENETIX HELPS FARMERS KEEPING THEIR BUSINESSES DEVELOP

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USING DATA TO CONNECT

EMOTIONALLY, RATIONALLY, AND

TRANSACTIONALLY

LAND ROVER

‘DISCOVERY’ JOURNEY FOR CAR PURCHASE

sharewatch a video

OEM sitesfollow

third-party sites

request a quote

search engines

Dealer sites

compare models

video sites

consumer review sites locate a

dealer

+1research touch points

on average

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LAND ROVER CUTTING THROUGH THE COMPLEX PURCHASE JOURNEY

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MAKING THE MOST OF THE

TECHNOLOGY YOU HAVE

ADIDAS

ADIDAS GOING FROM MASS COMMUNICATION TO CROSS CHANNEL 1-TO-1

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To grow sales and engagement (brand value)

A MASTER TEMPLATE CONSIST OF A GENERIC, COMMON TEMPLATE WITH A LIBRARY

OF CONTENT BUILDING BLOCKS

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Delivery

Content section

1, ref: EC_Gold_Header_Part_Top_SE

2, ref: EC_Gold_Header_Part_Logo_SE

3, ref: EC_Gold_Header_Part_Menu_SE

4, ref:

Block library(pre-configured)

Built-in blocks

1, ref: EC_Gold_Footer_Part_Main_SE

2, ref: EC_Gold_Footer_Part_Disclaim_SE

3, ref:

EC_GOLD_HEADER_PART_TOP_SE

Content_Image_Link

1, config: Content_Image_Link

2, config: Content_Text_Standard

3, config: Content_CTAButton_Standard

4, ref: EC_Promo_2014

Content_Text_Standard

Content_CTAButton_Std

rendering

EmailEC_Gold_Header_Part_Top_SE

EC_Gold_Header_Part_Logo_SE

EC_Gold_Header_Part_Menu_SEHeader section

Content_Image_Link

Content_Text_Standard

Content_CTAButton_Standard

EC_Gold_Footer_Part_Main_SE

EC_Gold_Footer_Part_Disclaim_SEFooter section

Body section

DYNAMIC CONTENT BLOCKS ARE USED “MIX-AND-MATCH” STYLE TO

BUILD THE DESIRED EMAIL

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ENABLING YOU TO CREATE MAXIMUM PERSONALISATION

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Kenneth A.Nationality German

Age 16

Driver Idolization

Example of a

Individualized e-mail

Content is selected

facilitated by rules in

Adobe Campaign

The Messi Apparel

Qualification

Downloads

When the magic started

Magic Messi Moves

Interactive interview

Competitions

CONTENT BLOCKS CAN EVEN BE CONFIGURED TO ORCHESTRATE THE

CUSTOMER EXPERIENCE ACROSS CHANNELS

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THE RESULT

• 32 markets and 26 campaigns live in Adobe Campaign

• US migration in progress & running according to plan

• New responsive template is now available for Adidas & Reebok

• 355.367.384 emails send outs since day one

• 89.961.255 email send outs in the last 3 months

• ROI: 10:1

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RELEVANCE OF OFFER

TO PERSON AND PLACE

MC DONALDS

MCDONALDS GERMANY GEO-LOCATION TARGETED MOBILE PUSH MESSAGING

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ENGAGE REAL INTERESTS AND

PASSIONS. CREATE CULTURE

NEWS UK

NEWS UK LEVERAGING DATA INSIGHT ORIGINATED CREATIVE IDEA/PROPOSITION

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PROGRAMMATIC NEEDS TO BE

HELPFUL NOT BIG BROTHER

JOHN LEWIS

JOHN LEWIS ENSURING THAT I DON’T FORGET THEM IN A HURRY

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THE ONE ESSENTIAL IN INNOVATION IS

CREATIVITY AND BRAVERY

CHECT SAVING CHILDREN’S LIVES FUSING MOBILE AND PRINT TECHNOLOGY

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SOME THOUGHTS TO TAKE AWAY

1. Remember the brand purpose/shared ideal

2. Set an 70/20/10 innovation agenda:

- Spend small on tests that can transform capabilities

3. Measure and make sure results flow back to the business

4. Personalised services that make the customer’s life better are powerful CRM

5. Bravery, creativity and ambition

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Thanks

Mel Edwards

MODERN MARKETING

MEL EDWARDS /

Mel Edwards

EMEA CEO, Wunderman

mel.edwards@wunderman.com

+44 7766 236 506

DATA CAN POWER SERVICE INVENTION

CLEVER BUOY INTEGRATE DATA AND GPS TECH TO ALERT YOU OF DANGER

Integrate

MODERN MARKETING

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TREAT BUSINESSES LIKE PEOPLE

NOT BUSINESSES

IBM SHOWS THEIR VALUE THROUGH DATA AND REAL INTERESTS

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