how to create magic with digital marketing - standing ovation - #marketingtag17 in lucerne

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@PatrickDixonChairmanGlobalChangeLtdFellow,CentreforManagementDevelopment,LondonBusinessSchool

TakeHoldofYourFutureHowtotransformdigitalmarkeFngintocustomermagic

One word will dominate ALL

FUTURE

• ClicktoeditMastertextstyles

8

Thefutureisabout

EMOTION

WHODOYOUTRUSTFORTHETRUTH

"PerfecFon!,"TripAdvisorMember,Feb17,2017ThisisthemostbeauFfulParishotel.DelighPul,allperfect.Loveit.Wewillstayagainvsoon. "Terrible!TripAdvisorMember,Jan23,2017Terribleplace,ratsinourbedroom,dirty,noisy-badfoodpoisoningfor2weeks.Nearlydied.

Mostpeopletrustatotalstrangeronsocialmedia-farmorethananymarkeHngor

companywebsite

Socialmediarankingofallyourdigitalads,websites,reviewers,staff,products

Speed matters even more to mobile or

iPad users

Pop-uppagesPaidlisHngsSMSadvertsYouTubeAds

AutoplayVideosFillformtogainaccess

Talking to customers on journey of life

INFORMATIONREVELATION

Lower impact of traditional campaigns

only sell things you really believe in Life is Short

Whatshouldmarketersbemeasuring?Pageviews,Hmeperpage,clicks,

uniquemonthlyvisitors,brandrecogniHon,funnel?

5 year value of new customer

MostonlinesalesalreadyMOBILEinmanynaHons

10bnvideoviewsadaySnapChat

8dressesindifferentsizeandcolourdeliveredto

home

33

34

LocaHonMarkeHng

REALLYMATTERS

TescosentSMSmessagesto25-34-yroldwomeninwalkingdistanceofastore,offeringEU6discountvouchers

40,000walkedintostore

Little Data often matters

most

“missing you”

• CreaFnga• touchof• Magic

• withrevelaFonsthatreallymaWer

GuidetoaBe\erLife

Fast,relevantandaccurateinformaHon

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@patrickdixon

globalchange.comKeynoteSlides

15millionvisitors6millionvideoviews