digital drift: keeping ahead of the curve together
TRANSCRIPT
D I G I TA L D R I F T
K E E P I N G A H E A D O F T H E C U R V E T O G E T H E R
D AV I D O G I LV Y
D O N ' T B U N T. A I M O U T O F T H E B A L L PA R K . A I M F O R T H E C O M PA N Y O F T H E I M M O R TA L S .“
D I G I TA L M E D I A A D S P E N D I N G T O N E A R LY D O U B L E B Y 2 0 1 9
Directories $4.90
TV $68.54
Outdoor $1.17
Print $31.70
Radio $15.06
Digital $50.73
Directories $3.87
TV $81.00
Outdoor $7.93
Print $30.92
Radio $15.28
Digital $91.22
2014 2019
$ = Billions
D E F I N I N G S U C C E S S O F S P E C I A LT Y E F F O R T S I S S T I L L E L U S I V E
Uncertain 35%
Disagree 22%
Strongly Disagree 6%
Strongly Agree 7%
Agree 30%“I am able to measure
the return on investment (ROI) for my social media
activities.”
?
R E L A T I O N S H I P S TA T U S : M A R K E T E R S
0 25 50 75 100
A long-term agency/client relationship is important
Our agency relationships are strong
I trust my agency
eMarketer May 1, 2015
We provide clear assignment briefings to our agency
Strongly Agree Agree Neither Agree or Disagree
Disagree Strongly Disagree
R E L A T I O N S H I P S TA T U S : A G E N C I E S
0 25 50 75 100
A long-term agency/client relationship is important
Our client relationships are strong
Clients trust the agency
Clients provide clear assignment briefings to our agency
Strongly Agree Agree Neither Agree or Disagree
Disagree Strongly Disagree
eMarketer May 1, 2015
T H E A G E N C Y D R I F T
F R O M : T O :
BRIEF-BOUND BRIEF-BREAKER
LISTENER TRANSLATOR
PARTNER TRUSTED ADVISOR
RESPONDER ACTOR
T H E M A R K E T E R D R I F T
F R O M : T O :
DIRECTOR ADVOCATE
ENGAGEMENT-DRIVEN R.O.I . DRIVEN
IMPRESSION-ORIENTED AUDIENCE-ORIENTED
DECIDER CHALLENGER
3 D I G I T A L M A R K E T I N G BATTLEGROUNDS
B AT T L E G R O U N D S
Evolving Definitions of
Success
Chasing Divine
Discontent
Staying Ahead of the
Curve
Evolving Definitions of
Success
M E T R I C S T H AT M AT T E R C H A N G E
0.125
0.25
0.375
0.5
2011 2012 2013 2014 2015
50%
25%
16%
5%2%
Organic Reach of Brand Facebook Content
“You have part of my attention… You have the
minimum amount.”
Chasing Divine
Discontent
!
W E H A V E A H A B I T O F D I V I N E D I S C O N T E N T
W I T H O U R P E R F O R M A N C E . I T I S A N A N T I D O T E T O
S M U G N E S S . D A V I D O G I LV Y
“
TO
“GOOD ENOUGH IS NOT GOOD ENOUGH”
THE ETERNAL
PURSUIT OF
UNHAPPINESS
BEING VERY GOOD IS NOT GOOD, YOU HAVE TO BE VERY, VERY, VERY,
VERY, VERY GOOD
“IT ADDRESSES THE BRIEF… BOX CHECKED”
FROM
I'VE MISSED MORE THAN 9000 SHOTS IN MY CAREER. !
I'VE LOST ALMOST 300 GAMES. !
26 TIMES, I'VE BEEN TRUSTED TO TAKE THE GAME WINNING SHOT AND MISSED. !
I'VE FAILED OVER AND OVER AND OVER AGAIN IN MY LIFE. !
AND THAT IS WHY I SUCCEED.
“
FA I L FA S TFA I L O F T E N
E N D L E S S I D E AT I O NE N D L E S S T E S T I N G
Sport is war,minus thekilling. - George Orwell
How doe we communicate the idea that to Nike athletes:
Staying Ahead of the
Curve
!
E N C O U R A G E I N N O V A T I O N .
C H A N G E I S O U R L I F E B L O O D ,
S T A G N A T I O N O U R D E A T H K N E L L .
“D A V I D O G I LV Y
Tech Mktg
Culture
Focus on Cultural Tention
Social Intelligence & Generation Involvement
Of Course, Watch Digital Trends
The future is complex, therefore it is fundamentally impossible to predict… !
What we really have to do is go at things with a lot of humility… !
We’re going to have have to adapt constantly and iterate…we’re not going to have a 100 year plan, a 50 year plan…or even a 5 year plan…
!
We’re going to have to come up with general directions and frameworks, and we better learn every day, because that’s the world we live in.
- General Stanley McChrystal
Thanks!Chris Heydt @heydtc [email protected]