future of digital marketing & creative innovation in asia 2016 - zaheer nooruddin golin
TRANSCRIPT
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Today.Today.
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"Half the money I spend on"Half the money I spend onadvertising is wasted.advertising is wasted.Trouble is I don't knowTrouble is I don't know
which half."which half."
John Wannamaker
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A story aboutA story aboutthe future.the future.
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Today:Era of Clicks and Swipes.
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Already today:Already today:
Mobile is so captivatingMobile is so captivating
60% 60% of youth would give upof youth would give up
TV first. TV first.
Global Mobile Landscape Report 2015
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Today:Today:Global MarketingGlobal Marketing
marketplacemarketplace1 Trillion1 Trillion
US$US$
MarTech & The Decade of the CMO Report 2015
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Today: Today: Global Ad SpendGlobal Ad Spend
$500 Billion $500 Billion
MarTech & The Decade of the CMO Report 2015
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Today:Today:1% of $1 Trillion1% of $1 Trillion
Marketing Marketing Technology.Technology.
MarTech & The Decade of the CMO Report 2015
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The Future.The Future.
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An Era of Gestures.An Era of Gestures.
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Glass, Skin, andGlass, Skin, andWalls.Walls.
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World of Sensors.World of Sensors.
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50.1 Billion50.1 BillionConnected:Connected:
DevicesDevices2020.2020.
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"The best advertising"The best advertisingisn't advertising."isn't advertising."
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The Future ofThe Future ofCommunications.Communications.
Really good!Really good!
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Next 5 years: 80% of all media consumed digitally.
Digital Futures Report 2015
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Far greaterFar greater
at scale,at scale,in real-time.in real-time.
Consumer insightConsumer insight
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Half of all mediaHalf of all mediaconsumed will be onconsumed will be on
Wearables & Mobile.Wearables & Mobile.
Gartner Report 2014
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MarketingMarketingTechnology.Technology.
MarTech & The Decade of the CMO Report 2015
10x10x
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No one will click onNo one will click onads (or on anything)ads (or on anything)
anymore.anymore.
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Hire an agency.Hire an agency.Launch a campaign.Launch a campaign.
Repeat. Repeat.Repeat. Repeat.Repeat.Repeat.Repeat.Repeat.
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"The traditional agency"The traditional agencyis fundamentally brokenis fundamentally broken
when we canwhen we cancrowdsource 20 ideascrowdsource 20 ideas
instead of one."instead of one."
Guy Longworth, Sony PlayStation, CMO
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RIP.RIP.
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Bye bye, interruption.Bye bye, interruption.
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Already today:Already today:
9 of 10 consumers9 of 10 consumerswant brands to makewant brands to make
ads that feel likeads that feel like stories.stories.
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Storytelling.Storytelling.Going beyondGoing beyond
self-congratulations.self-congratulations.
More thanMore than gimmicksgimmicksto sell more crap.to sell more crap.
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To sell more, To sell more, stop selling.stop selling.
Please?
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The Future.The Future.
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RetentionReferralAcquisition
Intention
Consideration
Awareness
Relevance
Same, same,Same, same,but different.but different.
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People don't readPeople don't readads. They read whatads. They read whatinterests them, andinterests them, and
sometimes it's an ad.sometimes it's an ad.Howard Gossage
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Deep insights.Deep insights.
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Single view of theSingle view of thecustomer.customer.
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Non-linear mediaNon-linear mediaconsumption.consumption.
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Linear content.Linear content.
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, not ads. , not ads.StoriesStories
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Every company hasEvery company hasstories to tell.stories to tell.
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PurposefulPurposeful ValuableValuable
Brand DNABrand DNA
The future:The future: 3 types of 3 types ofcommunicationscommunications
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"Storytelling is about relationship"Storytelling is about relationship——
Describing the world of your audienceDescribing the world of your audience What they care about What they care about
Where they are trying to get in life.” Where they are trying to get in life.”
Michael Margolis, CEO
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Culture of theCulture of thebrand. brand. O2OO2O
ValuableValuable
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Brand DNABrand DNA
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Unbranded,Unbranded,curated storytelling.curated storytelling.
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89% of marketers89% of marketersagree thatagree that
3rd-party content is3rd-party content ismore credible.more credible.
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Go deeper.Go deeper.
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Aggregate data across channelsand devices in real-time
to gain a single view of eachcustomer.
Build models thatpredict customer preferences,
at scale, cost- effectively,in real-time.
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MassMasspersonalization.personalization.
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MassPersonalization
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Personalize every brandexperience with a unified
customer profile.
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Market to the few.Market to the few.
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AudienceTargeting
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In mobile gamesIn mobile games60% of revenues60% of revenues
from 0.23% offrom 0.23% ofplayers.players.
The Swrve Monetization Report 2015
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artificialartificialintelligenceintelligence
learn buy
optimize
create
plan
storystorysciencescience
Communications, at scale
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CreateCreate authentic stories at scale, authentic stories at scale,in many formats.in many formats.
Distribute across fragmentedDistribute across fragmentedchannels.channels.
Identify and work withIdentify and work withadvocates.advocates.
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Content MarketingAt Scale
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Inform and inspireInform and inspirein the same message. in the same message.
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Make It CountMake It Count Brand DNABrand DNA
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As a brand,As a brand,become become media.media.
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Surfacerelevant content
across all touchpointsat optimal times.
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Use LocationUse Locationto increase the relevance ofto increase the relevance of
content to the consumer.content to the consumer.
Right message, time, place.
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“The launch of Journey isan opportunity to shift the way we
communicate online.”Signaling ambitions to move to multimedia and curated content.
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Help a Child reach 5Help a Child reach 5PurposefulPurposeful
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Make it impossibleMake it impossiblenot to share.not to share.
#Creativity #NotDistribution
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What’s the first thing aWhat’s the first thing achild says when shechild says when she
learns to talk?learns to talk?
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"Tell me a story." "Tell me a story."
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In the future, In the future,
if all else fails...if all else fails...
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Thanks.Thanks.Zaheer NooruddinZaheer Nooruddin
Head of Digital Innovation, Asia
@DIGIBLE
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