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