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Agencies in 2015
Agencies in 2015A North
AmericanPerspective
A North American
Perspective
20072007On the On the brinkbrink
of an of an
explosioexplosionn
Years to reach 50 million users
Years to reach 50 million users
Source: AMRP 2010
Technology
TechnologyFacebookFacebookRelevanceRelevance
InsightsInsightsPrivacyPrivacyCommon
InterestsCommon Interests
Social CommerceSocial Commerce
GeotargettingGeotargetting
Mobile BrowsingMobile Browsing
Community
CommunityPerformance Based
CompensationPerformance Based
Compensation
Common InterestsCommon Interests
EngagementEngagement
RelevanceRelevance
Measurability
Measurability
Change inSpendingon Social Media
Change inSpendingon Social Media
Source: PRIMIR, “Trends and Future of Direct Marketing 2010-2013”
TalentTalentBloggerBlogger
PodcasterPodcasterSocial Media Account
ManagerSocial Media Account
Manager
Chief Cultural Officer
Chief Cultural Officer
Mobile Apps Developer
Mobile Apps Developer
SE MarketerSE Marketer
Community ManagerCommunity ManagerWeb Analytics Specialist
Web Analytics SpecialistDirector of Social
MediaDirector of Social
Media
SEO Specialist
SEO Specialist
TalentTalentResearch in MotionResearch in Motion
GoogleGoogle
MicrosoftMicrosoft
Art School
Art School
Internet Start-upInternet Start-up
Film SchoolFilm School
TalentTalentDiversityDiversity
FacebookFacebook
LinkedInLinkedIn
TwitterTwitterInclusionInclusion
Talent DeficitTalent Deficit• Amplified by technology
• Compensation gap
• Engagement in culture as offset
• Investment in career planning, innovation and fun
• Amplified by technology
• Compensation gap
• Engagement in culture as offset
• Investment in career planning, innovation and fun
Integration
Integration
Above the lineAbove the line
Below the lineBelow the line
Mass/TraditionalMass/Traditional
DigitalDigital
Media AgnosticMedia Agnostic
Integration
Integration
Brand ExperienceBrand ExperienceIntegrato
rsIntegrato
rs
Seamless CampaignsSeamless
CampaignsMultidisciplinar
yMultidisciplinar
y
Touch-pointsTouch-points
ROIROI
Brand Curatorship
Brand Curatorship
Campaign MeasurementCampaign Measurement
Adaptability
Adaptability
Cross Marketing PlatformsCross Marketing Platforms
Direct MarketingSpendingDirect MarketingSpending
Source: PRIMIR, “Trends and Future of Direct Marketing 2010-2013”
$ Billions
Print-BasedDirect MarketingActivity
Print-BasedDirect MarketingActivity
Source: PRIMIR, “Trends and Future of Direct Marketing 2010-2013”
ImplicationsImplications• No isolated print DM
• mcommerce, ecommerce, icommerce, instore
• Changing role of ePR
• New account management skills and models
• Greater need than ever before for insights
• No isolated print DM
• mcommerce, ecommerce, icommerce, instore
• Changing role of ePR
• New account management skills and models
• Greater need than ever before for insights
“ The urgency behind engaging in relevant dialogue, powered by consumer insight and enabled by elegant technology to every consumer channel, is more critical and complicated than ever before.”
“ The urgency behind engaging in relevant dialogue, powered by consumer insight and enabled by elegant technology to every consumer channel, is more critical and complicated than ever before.” - Brian Kennedy, President - CEO,
Epsilon- Brian Kennedy, President - CEO, Epsilon