markioting - microsoft · 2019. 7. 25. · to the brand. …so this is much more than awareness,...
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MarkIOTing18. June 2019
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Strategy - Technology Therapy - 2nd opinion - Janitor
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OUR EXPERTISE
HOW WE DO IT
IMAGINATION
CHALLENGING
THE
FUNDAMENTALS
EMPOWERMENT
POWERING
BRANDS WITH
DATA
INTELLIGENT
SCALE
TECH MEETS
CLOUT
OPEN
STANDARDS
WHAT WE
HAVE, YOU
HAVE
O U R
T E N E T S
AGILITY
IN PROCESS
AND DECISION-
MAKING
HOW WE WORK
Our Agile process lets us work collaboratively and in real-
time with our clients to deliver the best solutions to their
data, technology and marketing challenges. Our teams are
set up to question, challenge, build hypotheses, test & learn
– all supported by technologies and project management
that assures automation and scalability.
AGILE
WHAT WE DO
Create data-driven marketing solutions in
an era where CRM collides with
addressability.
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Marketing 2019
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The digital Customer decision journey:On-Demand & Self-service is great service!!!
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Show me the money!
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Effectivenes issue
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Attention Deficit Disorder
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Ads gives me inspiration to buy
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Installing a measurement culture
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“With Great Data comes Great Responsibility”
Digital Outcome Obsession => “Dashboarding”
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Short-termism, forgetting the consumer Digital outcomes only
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EXPERIENCESTRATEGY &
MAPPINGACTIVATION AUTOMATIONTECHNOLOGY
MARKET & COMPETITORS
CONTENT
CREATIVES
ANALYSIS
PLATFORM STRATEGY
PLATFORM
IMPLEMENTATION
PLATFORM INTEGRATION
PLATFORM ONBOARDING
PERFORMANCE
TRACKING
PAID MEDIA
MANAGEMENT
OWNED MEDIA
OPTIMIZATION
PLANNING
EVALUATION
LOYALTY PROGRAMS
ATTRIBUTION
PREDICTION
PERSONALIZATION
CONSUMERS
BUSINESS MODEL
OPTIMIZATION
CONCEPTS
BusinessCustomer Experience
Design
Customer Journey
Support
Channel Selection &
Activation
Databased
Optimization
Marketing (r)evolution – Complexity 2020
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Customer
Journey
Improve CX by connecting channels and customer journeys, driven by data
Channels
Omnichannel – when customer journey can be met on all channels
Personalisation – when the message on the channel fits customer journey
Automation = Customer Experience (CX)
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Facebook, Google, TV etc
Owned Data
Owned Media
Platform- & partnerdata
OWNED CHANNELS PAID CHANNELS
Fusio
n
Marketing Across Channels
Integration Activation
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Connecting the Channels & Journeys with the things…
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CRM & MEDIA & THINGS COLLIDE
New channel
More
Data
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The evolving role of the agency…
Mad Men Math Men Match Men
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Connecting.ConnectionsThe Heart
The Science
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Marketing & IOT
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IOT topics right now – Find Waldo From Marketing
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IOT - Smart Speakers & assistants
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IOT – Filtering the world with Voice Search
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One shot answers – 10x blue PC, 5x mobile, to position 0
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Navigating the assistant:Sprechen sie Kühlschrank?
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IOT – Connected Cars etc.
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IOT + AI
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Brand buliding in a noisy world…
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Distinctiveness + Purpose + Technology
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Branding i Texas
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Branding i Texas
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Texas Austin
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Brand building in a noisy worldEmotions & Mental availability
Easier to remember/ Mental Associations
Lexical Associations
Colors
Experiences
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‘A brand’s availability varies across situations, so
higher mental availability means being easily noticed
and/or thought of in many different buying situations.
…A brand’s mental availability refers to the
probability that a buyer will notice, recognize and/or
think of a brand in buying situations. It depends on
the quality and quantity of memory structures related
to the brand.
…So this is much more than awareness, whether
that is top-of-mind awareness, recognition or recall.’
Dr. Byron Sharp,
Professor of Marketing Science, University of South Australia,
Director, Ehrenberg-Bass Institute for Marketing Science,
Forfatter til ”How Brands Grow”
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Mastercard
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“Reinvention in the digital age calls
for modern simplicity”
In a world of Icons & Contactless (and soon cardless)
In a world of voice only
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Mental effort, I would argue, is relatively rare. Most of the time we coast.
Daniel Kahneman on how we process the world
Processing
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Branding Texas
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It is called”paying attention”
for a reason…
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“Shit that arrives at the speed of light is still shit”
David Abbott on the role of creative in
a real time advertising world
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Reciprocity & Relevance -PerMission Impossible?
• Do you know a good GDPR
consultant?
-Yes!
Can you give me his email
address?
-No!
GDPR is not a joke! (but it is funny…)
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AI, VR, IOT, eCOM…all in one…
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Questions?