Date post: | 17-Jul-2015 |
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Marketing |
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• We live in the age of the connected consumer. Increasingly, emergent channels such as Mobile and Social are a part of campaigns whether they’re planned or not.
• Building connections with our audience across touchpoints requires a Big Idea. This, in turn, requires a campaign development process that connects disciplines and skillsets.
Introduction
In an ever more complex world, it’s critical to avoid over-complicating things
Revelatory insight
Central Organising
ideas =
Revelatory insight comes from walking a mile in the customers’ shoes, but it can now also comes from big data
During the last 10 years, we’ve gone through a major communications revolution
Increasingly, great content fuels systems of communication. Clarity and specifics around metrics and benchmarks for this are paramount.
Uber – the world’s largest taxi company owns no vehicles
Airbnb – the world’s largest accommodation provider owns no real estate
Alibaba – the world’s most valuable retailer has no inventory
Facebook – the world’s most popular media owner creates no content
The line between the physical and digital worlds continues to blur
Our phones are now personal assistants and influence how we consume advertising and interact with brands
Source: Nielsen
1. How can we engage our audience?
2. How can we broaden our role in their lives?
The two most important questions to now ask are:-
An example that inspires us
“We want to find a way to enhance the experience and
services, rather than looking for a way to interrupt people from
getting to where they want to go”
Stefan Olander, Global Director of Connections, Nike
Audience Insight
Cultural Insight
Brand Insight
‘Big Ideas’ reside here…
How do we develop ‘Big Ideas’?