Date post: | 15-Jul-2015 |
Category: |
Marketing |
Upload: | zenithoptimedia |
View: | 266 times |
Download: | 1 times |
365 DAYS NOT 360°
360
ALWAYS ON ASSETS & EXPERIENCES
WHO IS MANAGING THE CONSUMER JOURNEY?
WE ARE MOVING FROM A MODEL BASED ON CONTROL TO ONE BASED ON
ORCHESTRATION
BRANDS NEED A PURPOSE AND VALUE EXCHANGE TO WIN
BRANDS WITH A PURPOSE OUT PERFORM THE MARKET
Source: The Marketing 2020 - largest and most global marketing survey ever conducted. Supported by major advertisers bodies (ANA, ISBA, BVA/NIMA, UBA, ABA, Markenverband, OWM, CANA and WFA), Spencer Stuart, Forbes and Metrixlab.
Over 10,231 participants and 3,565 full survey respondents from 92 countries
Under Perform Over Perform
THINK BACKWARDS SYSTEMATICALLY
EARNED IS A FUNCTION OF PAID AND OWNED MEDIA
R2 CORRELATION = 91%
BRAND % SHARE OF PAID + OWNED BRAND EXPERIENCE
BR
AN
D %
SH
AR
E O
F EA
RN
ED B
RA
ND
EX
PER
IEN
CE
Source: ZenithOptimedia Touchpoints ROI Tracker
0
5
10
15
20
25
30
35
40
45
50
55
0 5 10 15 20 25 30 35 40 45 50
OPTIMISE THE SYSTEM NOT THE SILO
BETTER CONNECTED TOUCHPOINTS
NARRATIVE CALL TO ACTION TECHNOLOGY
MAKEYOURBRAND
:SIX STEPS
1. MINE INSIGHT FROM NEW SOURCES
2. FOCUS ON THE JOURNEY AND CONSUMER EXPERIENCE
3. CHANGE YOUR AUDIENCE PERSPECTIVE
4. EMBRACE A NEW KIND OF CREATIVITY
5. USE PURPOSE TO BUILD BIGGER LONGER IDEAS
6. MOVE TO AN ASSET-BASED MODEL
From reported behaviour To actual behaviour
1. MINE INSIGHT FROM NEW SOURCES
NON-BUYERS BUYERS
enjoy
aware
buy
acquisition of retention of
unaware consider
10% of traffic
30% of traffic
60% of traffic
• What do you know?
• What are the relationships between the stages?
2. FOCUS ON THE JOURNEY & CONSUMER EXPERIENCE
I want a phone that
looks good
Do I pay more to
Access Facebook
I could do with some advice
I wonder who gives me the best deals
What will I get as a Telefonica customer
I’ve just seen a better plan
How do I set up
All my contacts
I’ve placed my order, now what?
Do I have to register
I wish I could
Understand my billing
They can be slow to respond to price changes
Since 4am I have had no service! Can you help ?
I want to upgrade but found it confusing
If I need help
Will I get it?
Can I keep my number
3. CHANGE YOUR AUDIENCE PERSPECTIVE
FROM BULLSEYE AUDIENCES TO POINTS OF CHANGE
© Copyright ZenithOptimedia Group
4. EMBRACE A NEW KIND OF CREATIVITY
TWITTER HUMOURISTS APP DEVELOPERSCoding web, mobile, social
USERS THEMSELVESNearly everyone self-publishes now
BLOGGERSVerticals, Tumblr Stars
YOUTUBE TALENTCreators with true following
JOURNALISTSScaled armies ready to write
SEMI-PROSVideo, Animation, Image
MEDIA PARTNERSProfessional made-for-web editorial
DATA VISUALISERSInfographics, Tools
5. USE PURPOSE TO BUILD BIGGER LONGER IDEAS
REFRESHMENTOPTIMISM
6. MOVE TO CONTENT BASED MODEL
PURPOSE ‘BIG IDEA’ STRATEGIC TERRITORIES ACTIVATION
TO MAKE A DIFFERENCE..
IN CONCLUSION
THE ORGANISATIONAL CHALLENGE & PROCESS EVOLUTION
BRIEF – TRADITIONAL INSIGHT
ADVERTISING CAMPAIGN IDEAS
CHANNEL PLANNING
MEASURING ADVERTISING
BRIEF – ACTUAL BEHAVIOUR
ALWAYS ON BRAND COMMUNICATIONS
ACTIVATION PLATFORM
OPTIMISING ECOSYSTEM
FROM TO
SILOED MARKETING STRUCTUREINTEGRATED, CONSUMER JOURNEY MARKETING
STRUCTURE
THANK YOU