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Smw final-final
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Building a better brand experience for the connected consumer Social Media Week CPH – 24/02/2015 #SmwDLBi #Smwcph
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Transcript of Smw final-final
Building a better brand experience for the connected consumer Social Media Week CPH – 24/02/2015
#SmwDLBi #Smwcph
MEET DIGITASLBI
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We are a transformation agency. We fuse creativity, technology and data to create powerful new connections between people and brands.
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USA & Latin America
3500
UK & MEA 1000
Nordics 250
Europe West 550
We work in a unified way, 7,000 people across 26 countries
Germany 450
China & APAC 1100
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Global engagements managed out of Nordics
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Agenda for the day
• How has marketing changed?
• How are great brands working to connect with consumers?
• How can insights inform your creativity?
• Do YOU want to try a great brand experience?
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@peraknudsen @madsbb
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Who we are…
Per A. Knudsen Digital Media Strategist
Mads Brandt Director of Media
MARKETING IS GETTING INCREASINGLY COMPLEX
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Marketing 10 years ago
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Marketing today
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So what does this mean to the modern day marketeer?
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Focus in 2014…
…IS KING
Mobile
Content
Formats
Agile
Local
Social
…
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FOCUS IS KING!
THINK
FIRST #SmwDLBi
“I wonder if my favorite brand of toilet paper has a twitter profile I can follow.”
- No one ever #SmwDLBi
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.com
PPC
Campaign
MOBILE
SOCIAL SEO
Just give me what I want!
People don’t focus on touch points & disciplines - But they go through them
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If we look at media, borders are blurred:
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Social Search
Search (Intent)
News Feeds
(Discovery)
Industries financial
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MARKETING HAS NEVER BEEN MORE UNDEFINED
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DISRUPTION IS ALL AROUND US
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Industries Formats
Behavior Companies
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https://www.youtube.com/watch?v=P0ukYf_xvgc
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But, the noise on digital platforms are overwhelming
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9 seconds You have 6 seconds
Attention span
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https://vimeo.com/78105977
WE HAVE MORE OPPORTUNITIES TO CONNECT THAN EVER
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CONNECT THROUGH RELEVANCE
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DATA INSIGHTS CONTEXT CONTENT
Brand
Relevance bridge
I LOVE HATE THINK BELIEVE FEEL WISH
Brand
platform
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https://www.youtube.com/watch?v=LKSNArkxD6g
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GOING FROM ONE-NIGHT STANDS TO RELATIONSHIPS
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How do we successfully
extend the life of content?
Ideas factory
Business as usual
Campaign
Three tiers of content
Experimental
Hygiene
Iconic
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Ideas factory
Business as usual
Campaign
Three tiers of content
Experimental
Hygiene
Iconic
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Commercial calendar & campaign planning
Q1 Q2 Q3 Q4
Spring campaign
Summer/Outdoor
Preparing for the cold
Christmas campaign
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https://www.youtube.com/watch?v=6nKkOjkKyf8
EXPLORE WAYS OF SCALING YOUR RELEVANCE
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We all want to be Oreos. Real-time marketing machines.
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CONNECT WITH YOUR INFLUENCERS
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MOBILISE YOUR ORGANISATION
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35 ambassadors
75K impressions
787 business leads
In three months
REMEMBER YOUR OWNED PLATFORM
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EMPOWER YOUR RELEVANCE THROUGH INSIGHTS
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FUEL YOUR CREATIVITY WITH INSIGHTS
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1 + 1 = 11
From Mad Men to Math Men
It starts with asking the right questions…
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What do people search for?
Who is talking and influencing?
How are competitors performing?
How is the content performing?
How is the website performing?
What are the trends?
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What are people talking about?
IKEA Digging out insights
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Create frameworks that empower analytics and can inform your business…
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“IF YOU UNDERSTAND THE CONNECTED HUMAN ACROSS EVERY TOUCH POINT, IT DOESN'T MATTER WHAT THE FUTURE BRINGS; YOU WILL BE READY FOR IT.” Avinash Kaushik, - Google digital marketing evangelist
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Key take aways…
• The marketing landscape is complex, but full of opportunities
• Start with people and focus your efforts
• Brands need consistent storytelling
• Look for opportunities to include peers and colleagues
• Insights mean better informed creative solutions
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Feedback please:
speakerscore.com/BMG6 1. Answer 4 quick questions
2. Share a comment or picture, if you like
Q&A
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