mel edwards - modern marketing
TRANSCRIPT
![Page 1: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/1.jpg)
Modern Marketing
V I EN N A – SEPTEMB ER 2 0 1 5
Me l Edwa rd s , Wunde rm a n EMEA CEO
![Page 2: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/2.jpg)
FOUNDATIONS TO DO THIS
1. Data now firmly placed at creative and technology ‘top table’
2. Principles of right message, right person, right time still apply
3. Adtech and programmatic means 1:1 is relevant everywhere
4. Build around a purpose that you can share with consumers
5. Connecting to culture, not just tailoring to the individual
MODERN MARKETING
MEL EDWARDS /
2
![Page 3: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/3.jpg)
MARKETING IN TODAY’S AGE HAS TO BE ABOUT CONNECTING BRANDS WITH
INDIVIDUAL CONSUMERS IN THE MOST CONTEXUALLY RELEVANT AND EMOTIONALLY MEANINGFUL WAY, WITH TECHNOLOGY AS
THE ENABLER
![Page 4: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/4.jpg)
BUT YOU ALSO NEED TO ENSURE YOUR BRAND IS BUILT AROUND THE INDIVIDUAL
![Page 5: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/5.jpg)
THE MOST IMPORTANT INGREDIENTS
FOR MAKING THIS HAPPEN…
![Page 6: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/6.jpg)
![Page 7: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/7.jpg)
WHY THE TIME FOR DATA IS NOW
1. 70% of 3,500 surveyed in a Customer Engagement study say they’ll share information if
will help improve brand experience. (24/7 study, cited in DMNews, Aug. 2015)
2. Experience trumps all. 84% of respondents in a 2014 study said they’d pay 5% more for
a superior customer experience. (Find the Missing Pieces, white paper, Teradata, 2014)
3. “One-way push brand messages are replaced by perpetual multiway conversations …
from controlled to chaotic.”
4. Marketing is becoming a revenue driver, going deeper into the funnel and traditional
sales territory. 75% of marketers say they will be responsible for the end-to-end
customer experience over the customer’s lifetime by 2020. (The Rise of the Marketer,
The Economist, Intelligence Unit, 2015)
5. Today’s marketer combines operational and data skills with business strategy. Three
out of four cite digital and data as primary investments.
7
MODERN MARKETING
MEL EDWARDS /
7
![Page 8: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/8.jpg)
Transform
services
Inspire
Better meet needs
Insight: one to one knowledge of the customer
DATA CAN POWER MORE THAN RELEVANCE
MODERN MARKETING
MEL EDWARDS /
8
![Page 9: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/9.jpg)
![Page 10: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/10.jpg)
UNIFIED DATA IS THE NEW BLACK
MEDIA
BUYING
DIGITAL
EXPERIENCE
OMNI CHANNEL
CONSISTENCY
CUSTOMER
KNOWLEDGE
ACCOUNTABILITY
PROGRAMMATIC : ALLOW TO PERFORM TARGETED MARKETING REAL TIME REACTIONS
ACCORDING TO DIGITAL ACTIONS ON TRADITIONNAL DIGITAL MASS MARKET CHANNELS
ENGAGE CONSUMERS WITH PERSONALIZED CONTENT ACROSS ALL DIGITAL CHANNELS
AUTOMATE PERSONALIZATION VIA EMAIL, BRAND WEBSITE & SOCIAL PLATFORMS
BUILD A PERSISTENT VIEW OF INDIVIDUAL CONSUMERS
TRACK AND SYNCHRONIZE IN REAL TIME DATA FROM ALL TOUCHPOINTS
ENGAGE CONSUMERS CONSISTENTLY BY DISTRIBUTING DATA AND KNOWLEDGE ON AND
OFFLINE
DIGITAL INTERACTIONS,
SOCIAL SIGNALS,
CUSTOMER RELATIONS,
ON/OFFLINE PURCHASES,
…
TRACK THE PERFORMANCE OF THE GLOBAL MARCOMM & DIGITAL ACTIVITY IN 1 UNIQUE PLACE
DEMONSTRATE THE VALUE TO OPTIMIZE SPENDINGS
TURNCONSUMERS INSIGHTS,
PERSONAS AND PROFILES
DEFINITION, PREFERENCES
MODELLING, RELEVANT
SEGMENTATIONS
INTO
MODERN MARKETING
MEL EDWARDS /
10
![Page 11: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/11.jpg)
THE COMPLETE CUSTOMER JOURNEY
AWARENESS CONSIDERATION PURCHASE RETENTION ADVOCACY
PR
Radio
TV
Print Word of Mouth
Online Ads
PPC
Social Ads
Reviews
Blog
Media
Direct Mail
Aggregators
Agent
Website
Community Forum
FAQ
Knowledge Base Promotions
Blog
Social Networks
Newsletter
TOUCH 2 TOUCH 5 TOUCH 7
@
EMAIL1
2 MOBILESITE
ONLINEDISPLAY AD
WEBSITE
DIRECTMAIL
CALLCENTER
DIRECTMAIL
SOCIAL
MOBILESITE
MOBILEDISPLAY
ONLINEDISPLAY AD
ONLINESEARCH
AGENT DIRECTMAIL
CONVERT
WEBSITE CONVERT
MODERN MARKETING
MEL EDWARDS /
11
![Page 12: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/12.jpg)
ON TOP OF ALL THIS THE WAY
CONSUMERS DIGEST CONTENT MEANS
WE NEED TO CREATE CUT-THROUGH
![Page 13: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/13.jpg)
via: internetlivestats.com
IN 1 SECOND
![Page 14: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/14.jpg)
IN 1 SECOND
![Page 15: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/15.jpg)
IN 1 SECOND
![Page 16: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/16.jpg)
IN 1 SECOND
![Page 17: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/17.jpg)
IN 1 SECOND
![Page 18: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/18.jpg)
IN 1 SECOND
![Page 19: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/19.jpg)
IN 1 SECOND
![Page 20: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/20.jpg)
IN 1 SECOND
![Page 21: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/21.jpg)
WORK THAT BRINGS THESE PRINCIPLES TO LIFE
1. Build around a purpose that you can share with consumers
2. Data now firmly placed at creative and technology ‘top table’
3. Connecting to culture, not just tailoring to the individual
4. Adtech and programmatic means 1:1 is relevant everywhere
5. Principles of right message, right person, right time still apply
MODERN MARKETING
MEL EDWARDS /
21
![Page 22: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/22.jpg)
CREATE A SHARED IDEAL
UNDER ARMOUR
![Page 23: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/23.jpg)
UNDER ARMOUR CHANGING THEIR IMAGE THROUGH ASPIRATION
MODERN MARKETING
MEL EDWARDS /
23
![Page 24: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/24.jpg)
HELPING CREATE PRODUCT
THROUGH DATA
DIAGENETIX
![Page 25: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/25.jpg)
DIAGENETIX HELPS FARMERS KEEPING THEIR BUSINESSES DEVELOP
MODERN MARKETING
MEL EDWARDS /
25
![Page 26: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/26.jpg)
USING DATA TO CONNECT
EMOTIONALLY, RATIONALLY, AND
TRANSACTIONALLY
LAND ROVER
![Page 27: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/27.jpg)
‘DISCOVERY’ JOURNEY FOR CAR PURCHASE
sharewatch a video
OEM sitesfollow
third-party sites
request a quote
search engines
Dealer sites
compare models
video sites
consumer review sites locate a
dealer
radio
TV
+1research touch points
on average
24
MODERN MARKETING
MEL EDWARDS /
27
![Page 28: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/28.jpg)
LAND ROVER CUTTING THROUGH THE COMPLEX PURCHASE JOURNEY
MODERN MARKETING
MEL EDWARDS /
28
![Page 29: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/29.jpg)
MAKING THE MOST OF THE
TECHNOLOGY YOU HAVE
ADIDAS
![Page 30: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/30.jpg)
ADIDAS GOING FROM MASS COMMUNICATION TO CROSS CHANNEL 1-TO-1
MODERN MARKETING
MEL EDWARDS /
30
To grow sales and engagement (brand value)
![Page 31: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/31.jpg)
A MASTER TEMPLATE CONSIST OF A GENERIC, COMMON TEMPLATE WITH A LIBRARY
OF CONTENT BUILDING BLOCKS
MODERN MARKETING
MEL EDWARDS /
31
Delivery
Content section
Head
erB
od
y
1, ref: EC_Gold_Header_Part_Top_SE
2, ref: EC_Gold_Header_Part_Logo_SE
3, ref: EC_Gold_Header_Part_Menu_SE
4, ref:
Block library(pre-configured)
Built-in blocks
Foo
ter
1, ref: EC_Gold_Footer_Part_Main_SE
2, ref: EC_Gold_Footer_Part_Disclaim_SE
3, ref:
EC_GOLD_HEADER_PART_TOP_SE
Content_Image_Link
1, config: Content_Image_Link
2, config: Content_Text_Standard
3, config: Content_CTAButton_Standard
4, ref: EC_Promo_2014
Content_Text_Standard
Content_CTAButton_Std
rendering
EmailEC_Gold_Header_Part_Top_SE
EC_Gold_Header_Part_Logo_SE
EC_Gold_Header_Part_Menu_SEHeader section
Content_Image_Link
Content_Text_Standard
Content_CTAButton_Standard
EC_Gold_Footer_Part_Main_SE
EC_Gold_Footer_Part_Disclaim_SEFooter section
Body section
![Page 32: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/32.jpg)
DYNAMIC CONTENT BLOCKS ARE USED “MIX-AND-MATCH” STYLE TO
BUILD THE DESIRED EMAIL
MODERN MARKETING
MEL EDWARDS /
32
![Page 33: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/33.jpg)
ENABLING YOU TO CREATE MAXIMUM PERSONALISATION
MODERN MARKETING
MEL EDWARDS /
33
Kenneth A.Nationality German
Age 16
Driver Idolization
+++
Example of a
Individualized e-mail
Content is selected
facilitated by rules in
Adobe Campaign
The Messi Apparel
Qualification
Downloads
When the magic started
Magic Messi Moves
Interactive interview
Competitions
![Page 34: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/34.jpg)
CONTENT BLOCKS CAN EVEN BE CONFIGURED TO ORCHESTRATE THE
CUSTOMER EXPERIENCE ACROSS CHANNELS
MODERN MARKETING
MEL EDWARDS /
34
![Page 35: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/35.jpg)
THE RESULT
• 32 markets and 26 campaigns live in Adobe Campaign
• US migration in progress & running according to plan
• New responsive template is now available for Adidas & Reebok
• 355.367.384 emails send outs since day one
• 89.961.255 email send outs in the last 3 months
• ROI: 10:1
MODERN MARKETING
MEL EDWARDS /
35
![Page 36: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/36.jpg)
RELEVANCE OF OFFER
TO PERSON AND PLACE
MC DONALDS
![Page 37: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/37.jpg)
MCDONALDS GERMANY GEO-LOCATION TARGETED MOBILE PUSH MESSAGING
MODERN MARKETING
MEL EDWARDS /
37
![Page 38: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/38.jpg)
ENGAGE REAL INTERESTS AND
PASSIONS. CREATE CULTURE
NEWS UK
![Page 39: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/39.jpg)
NEWS UK LEVERAGING DATA INSIGHT ORIGINATED CREATIVE IDEA/PROPOSITION
MODERN MARKETING
MEL EDWARDS /
39
![Page 40: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/40.jpg)
PROGRAMMATIC NEEDS TO BE
HELPFUL NOT BIG BROTHER
JOHN LEWIS
![Page 41: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/41.jpg)
JOHN LEWIS ENSURING THAT I DON’T FORGET THEM IN A HURRY
MODERN MARKETING
MEL EDWARDS /
41
![Page 42: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/42.jpg)
MODERN MARKETING
MEL EDWARDS /
42
![Page 43: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/43.jpg)
MODERN MARKETING
MEL EDWARDS /
43
![Page 44: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/44.jpg)
MODERN MARKETING
MEL EDWARDS /
44
![Page 45: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/45.jpg)
THE ONE ESSENTIAL IN INNOVATION IS
CREATIVITY AND BRAVERY
CHECT
![Page 46: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/46.jpg)
CHECT SAVING CHILDREN’S LIVES FUSING MOBILE AND PRINT TECHNOLOGY
MODERN MARKETING
MEL EDWARDS /
46
![Page 47: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/47.jpg)
SOME THOUGHTS TO TAKE AWAY
1. Remember the brand purpose/shared ideal
2. Set an 70/20/10 innovation agenda:
- Spend small on tests that can transform capabilities
3. Measure and make sure results flow back to the business
4. Personalised services that make the customer’s life better are powerful CRM
5. Bravery, creativity and ambition
MODERN MARKETING
MEL EDWARDS /
47
![Page 48: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/48.jpg)
Thanks
Mel Edwards
MODERN MARKETING
MEL EDWARDS /
48
Mel Edwards
EMEA CEO, Wunderman
+44 7766 236 506
![Page 49: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/49.jpg)
DATA CAN POWER SERVICE INVENTION
![Page 50: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/50.jpg)
CLEVER BUOY INTEGRATE DATA AND GPS TECH TO ALERT YOU OF DANGER
Integrate
MODERN MARKETING
MEL EDWARDS /
50
![Page 51: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/51.jpg)
TREAT BUSINESSES LIKE PEOPLE
NOT BUSINESSES
IBM
![Page 52: Mel Edwards - Modern Marketing](https://reader033.vdocument.in/reader033/viewer/2022052915/58ee88251a28abd77b8b45d7/html5/thumbnails/52.jpg)
IBM SHOWS THEIR VALUE THROUGH DATA AND REAL INTERESTS
MODERN MARKETING
MEL EDWARDS /
52