marc speichert - iab · marc speichert chief marketing ... kiehl's aerts are bcatbn-based sms...
TRANSCRIPT
Marc Speichert
Chief Marketing Officer, L’Oreal USA
Digital Technology Changes EVERYTHING
MARSHALL McLUHAN
“A point of view can be a dangerous luxury when
substituted for insight and understanding.”
REIMAGINE What’s Possible
Consider Evaluate
Buy
Bond
Advocate
Enjoy
LOYALTY LOOP
DIGITAL TECHNOLOGY
CREATIVE
MEDIA
DIGITAL TECHNOLOGY
RETAIL
DIGITAL TECHNOLOGY
DIGITAL TECHNOLOGY
BUSINESS MODELS
CREATIVE
RUDYARD KIPLING
“If history were taught in the form of
stories, it would never be forgotten.”
NEW AUDIENCES NEW CONSUMERS
STORY IS KING
Sight, sound, and motion…
+ TOUCH
MEDIA
PEOPLE DON’T HATE ADVERTISING
THEY JUST WANT CONTROL
73% Made a Purchase
RETAIL
BUSINESS MODELS
DIGITAL TECHNOLOGY
CHANGES EVERYTHING
Unbox the Definition of ‘TV’
Create Content, Ensure Scale
Target People not Stereotypes
TO BE CONTINUED…
