smw final-final

Building a better brand experience for the connected consumer Social Media Week CPH – 24/02/2015

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MEET DIGITASLBI

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We are a transformation agency. We fuse creativity, technology and data to create powerful new connections between people and brands.

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USA & Latin America

3500

UK & MEA 1000

Nordics 250

Europe West 550

We work in a unified way, 7,000 people across 26 countries

Germany 450

China & APAC 1100

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Global engagements managed out of Nordics

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Agenda for the day

•  How has marketing changed?

•  How are great brands working to connect with consumers?

•  How can insights inform your creativity?

•  Do YOU want to try a great brand experience?

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@peraknudsen @madsbb

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Who we are…

Per A. Knudsen Digital Media Strategist

Mads Brandt Director of Media

MARKETING IS GETTING INCREASINGLY COMPLEX

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Marketing 10 years ago

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Marketing today

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So what does this mean to the modern day marketeer?

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Focus in 2014…

…IS KING

Mobile

Content

Formats

Agile

Local

Social

…

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FOCUS IS KING!  

THINK

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“I wonder if my favorite brand of toilet paper has a twitter profile I can follow.”

- No one ever #SmwDLBi

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.com

PPC

Campaign

EMAIL

MOBILE

SOCIAL SEO

Just give me what I want!

People don’t focus on touch points & disciplines - But they go through them

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If we look at media, borders are blurred:

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Social Search

Search (Intent)

News Feeds

(Discovery)

Industries  financial  

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MARKETING HAS NEVER BEEN MORE UNDEFINED

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DISRUPTION IS ALL AROUND US

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Industries Formats

Behavior Companies

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https://www.youtube.com/watch?v=P0ukYf_xvgc

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But, the noise on digital platforms are overwhelming

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9 seconds You have 6 seconds

Attention span

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https://vimeo.com/78105977

WE HAVE MORE OPPORTUNITIES TO CONNECT THAN EVER

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CONNECT THROUGH RELEVANCE

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DATA INSIGHTS CONTEXT CONTENT

Brand

Relevance bridge

I LOVE HATE THINK BELIEVE FEEL WISH

Brand

platform

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https://www.youtube.com/watch?v=LKSNArkxD6g

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GOING FROM ONE-NIGHT STANDS TO RELATIONSHIPS

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How do we successfully

extend the life of content?

Ideas factory

Business as usual

Campaign

Three tiers of content

Experimental

Hygiene

Iconic

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Ideas factory

Business as usual

Campaign

Three tiers of content

Experimental

Hygiene

Iconic

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Commercial calendar & campaign planning

Q1 Q2 Q3 Q4

Spring campaign

Summer/Outdoor

Preparing for the cold

Christmas campaign

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https://www.youtube.com/watch?v=6nKkOjkKyf8

EXPLORE WAYS OF SCALING YOUR RELEVANCE

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We all want to be Oreos. Real-time marketing machines.

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CONNECT WITH YOUR INFLUENCERS

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MOBILISE YOUR ORGANISATION

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35 ambassadors

75K impressions

787 business leads

In three months

REMEMBER YOUR OWNED PLATFORM

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EMPOWER YOUR RELEVANCE THROUGH INSIGHTS

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FUEL YOUR CREATIVITY WITH INSIGHTS

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1 + 1 = 11

From Mad Men to Math Men

It starts with asking the right questions…

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What do people search for?

Who is talking and influencing?

How are competitors performing?

How is the content performing?

How is the website performing?

What are the trends?

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What are people talking about?

IKEA Digging out insights

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Create frameworks that empower analytics and can inform your business…

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“IF YOU UNDERSTAND THE CONNECTED HUMAN ACROSS EVERY TOUCH POINT, IT DOESN'T MATTER WHAT THE FUTURE BRINGS; YOU WILL BE READY FOR IT.” Avinash Kaushik, - Google digital marketing evangelist

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Key take aways…

•  The marketing landscape is complex, but full of opportunities

•  Start with people and focus your efforts

•  Brands need consistent storytelling

•  Look for opportunities to include peers and colleagues

•  Insights mean better informed creative solutions

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Feedback please:

speakerscore.com/BMG6 1.  Answer 4 quick questions

2.  Share a comment or picture, if you like

Q&A

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