Post on 13-Feb-2017
transcript
Online Brand IdentityThe ultimate guide to designing your (digital) branding strategy
Joris Merks-BenjaminsenJoris Merks-BenjaminsenHead of Digital Transformation
Follow me on:
www.jorismerks.comwww.onlinebrandidentity.org
The brand as the starting point of all decisions
The brand as the starting point of ALL decisions
What products support your brand mission?
Most brands are NOT future ready
Digital experts know how to use real-time data
But mainly do so at the end of the funnel
The ‘Cheap offer now!’ mentality in digital advertising
Mismatch between upper & lower funnel activity
Digital 1st targetingDigital 1st content & campaigns
4D Brand Building
Digital 1st content & campaignsDigital 1st KPI’sDigital 1st evaluation & Optimization
Digital 1st targeting: different people have different journeys
Example: Sequential storytelling
Yes
Pos
itive
Rem
arke
ting
Positive Remarketing
30 sec videoemotional branding1
2~1 min videowhat is Omni wireless audio?
Display Performance Remarketing
Yes
Pos
itive
Rem
arke
ting
Pos
itive
Rem
arke
ting
Pos
itive
R
emar
ketin
g
Positive Remarketing
OMNIHD WIRELESS SOUND
3~1 min videoHow does the Omni app work?
Example: Content strategy
Digital is a new creative canvas: KIA 3D Racer
Don’t filter the good stuff out of your system!!!
How to measure the ROIof great content?
Content
Cost/reach
Content Strategy
CPA
Attack fragmentation in your data and tools
An example of my consumer journey
This is what most databases would look like
● “Joris Merks-Benjaminsen whom is a loyal customer opened the mail on
his smartphone but did not visit the site and didn’t buy anything.”
● “Someone visited the site on a laptop, looked at the new collection and ● “Someone visited the site on a laptop, looked at the new collection and
used the store locator, but didn’t buy anything.”
● “Someone visited the offline shop in the PC Hooftstraat in Amsterdam and
bought a blazer.”
Integration of CRM and real-time data needed
Cookies link back to
previous site visits on
same computer,
including previous
purchase
Purchase links to
personal info including
e-mail opening on
smartphone
Store personnel offers to
send receipt to e-mail
address, which links this
purchase to all previous
ones
This is what a consumer centric database looks like
● “Joris Merks-Benjaminsen whom is a loyal customer opened the mail on
his smartphone, then visited the site two days later on his laptop, looked his smartphone, then visited the site two days later on his laptop, looked
at the new collection, used the store locator and ended up buying a blazer
in the PC Hooftstraat in Amsterdam two weeks later.”
Communication only becomes human if data is human
Organize a brand funnel of digital behaviors
Five entrance points for digital transformation
Senior leaders need to set moonshots
Rewarding the courageous penguins
Balance data, mind and heart
Data optimize proven successes
MindMind strategic ‘future ready’ experiments
Heart creative use of the digital canvas
Making 4D Brand Building ActionableDigital 1st Audience Targeting- Look beyond demographics and purchase signals- Target segments of different types of people on moments that matter across the full consumer journey
Digital 1st Content & Campaigns- Move away from the single minded focus on one size fits all and “buy now” messaging- Inspire, educate, entertain and engage with people over time (always-on rather than burst)- Think like a publisher, not like an advertiser- Bring creatives together with those that understand tech- Bring creatives together with those that understand tech
Digital 1st KPI’s- Create a “digital brand funnel”: a journey of engagement KPI’s- Pragmatically assign value to engagement behaviors early in the customer journey
Digital 1st Evaluation & Optimization- Manage all your content and campaigns in one system- Integrate real-time interactions with CRM data in one database => consumer journey data- Run attribution models to verify the financial value of engagement behaviors early in the customer journey
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