no dead ends: an aspiration for integration
Post on 01-Nov-2014
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AN ASPIRATION FOR INTEGRATION. #NoDeadEnds
#NoDeadEnds
#NoDeadEnds http://a248.e.akamai.net/origin-cdn.volusion.com/9nena.fmfu2/v/vspfiles/photos/AL3Z-1813300-AA-2.jpg?1346431851
#NoDeadEnds
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THINK OF THE MOST FAMOUS MARKETING CAMPAIGNS FROM THE LAST 5 YEARS.
#NoDeadEnds
BRAND STRATEGY
CREATIVE IDEAS / EXECUTIONS
CHANNEL SELECTION / PLANNING
NARRATIVE + STYLISTIC COORDINATION
CO-CREATED ADVERTISING
#NoDeadEnds
#NoDeadEnds
#NoDeadEnds
#NoDeadEnds
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TRUE INTEGRATION
#NoDeadEnds
MODERN MARKETING:
Create and strengthen people’s relationships with brands and products through the providing of value for both consumer and company.
#NoDeadEnds
PRICE < VALUE
#NoDeadEnds
#NoDeadEnds
BRAND RELATIONSHIP = + BEHAVIOREMOTION
#NoDeadEnds
#NoDeadEnds
THINK BACK TO THOSE CAMPAIGNS
#NoDeadEnds
+ BEHAVIOREMOTION + BEHAVIOR = DEAD ENDS
#NoDeadEnds
A DEAD END:
Any consumer touch point that doesn’t
measurably and intelligently encourage a
consumer’s journey down the funnel
through personalization and / or
immediate engagement opportunities.
#NoDeadEnds
A DEAD END:
Any consumer touch point that doesn’t
measurably and intelligently encourage a
consumer’s journey down the funnel
through personalization and / or
immediate engagement opportunities.
#NoDeadEnds
A DEAD END:
Any consumer touch point that doesn’t
measurably and intelligently encourage a
consumer’s journey down the funnel
through personalization and / or
immediate engagement opportunities.
#NoDeadEnds
A DEAD END:
Any consumer touch point that doesn’t
measurably and intelligently encourage a
consumer’s journey down the funnel
through personalization and / or
immediate engagement opportunities.
#NoDeadEnds
IMMEDIATE ENGAGEMENT OPPORTUNITIES
=
STRATEGIC PATHING
PERSONALIZATION
=
SHARED INTELLIGENCE
#NoDeadEnds
#NoDeadEnds
#NoDeadEnds
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#NoDeadEnds
And Yes…
Let’s Talk TV.
#NoDeadEnds
#NoDeadEnds
URL
Hash Tag
Search Term
Zoove
SMS Short Code
Phone Number
Audio Tagging
QR Code
Call To Offline
#NoDeadEnds
#NoDeadEnds
#NoDeadEnds
DIRECTV
#NoDeadEnds
Name
Age
Location
Time of Day
Weather
Friends
Interests
Check-Ins
Current Show
Insert Your Spot Here
#NoDeadEnds
And That’s Just TV
#NoDeadEnds
#NoDeadEnds
“Thanks to the Internet and digital technology,
agencies are finding that the realization of their
clients’ ultimate fantasy -- the ability to customize a
specific message to a specific person at a specific
moment -- is within their grasp.
It is also one very complex nightmare.”- FAST COMPANY
#NoDeadEnds
BRAND RELATIONSHIP = EMOTION + BEHAVIOR
TRUE INTEGRATION = NO DEAD ENDS.
#NoDeadEnds
SO WHAT CAN WE DO?
#NoDeadEnds
#1 - Stop Hiding Behind Excuses
#NoDeadEnds
We don’t have the time.
We don’t have the budget.
We can’t take risks.
Our customers aren’t ready.
We don’t have the ideas to pull it off.
There are too many politics.
I can’t change anything myself.#NoDeadEnds
#NoDeadEnds
#NoDeadEnds
DPZ
$3.30 $66.50
#NoDeadEnds http://www.siliconcloud.com/Portals/55887/images/david-and-goliath-sumos22.jpg
#NoDeadEnds
#2 - Provide more than just entertainment value
#NoDeadEnds
“True innovation can come from the natural creative tension
between focusing on brand needs and customer needs”
- UX Magazine
#NoDeadEnds
#NoDeadEnds
#NoDeadEnds
A DEAD END:
Any consumer touch point that
doesn’t measurably and
intelligently encourage a
consumer’s journey down the
funnel through personalization
and/or immediate engagement
opportunities.
#3 - Ask “Then what”
#NoDeadEnds
SIMPSONIZE ME
Let’s give people the chance to inject themselves into the Simpson’s world by making a tool to convert people to actual characters, starting with the King.
THEN WHAT? SITE EMAIL OPT-IN EMAIL OFFERS RESTAURANT
#NoDeadEnds
#NoDeadEnds
A DEAD END:
Any consumer touch point that doesn’t
measurably and intelligently encourage
a consumer’s journey down the funnel
through personalization and/or
immediate engagement opportunities.
#4 - Move Past “Digital vs. Traditional”
#NoDeadEnds
#NoDeadEnds
BRAND RELATIONSHIP = EMOTION + BEHAVIOR
#NoDeadEnds
#NoDeadEnds
A DEAD END:
Any consumer touch point that
doesn’t measurably and
intelligently encourage a
consumer’s journey down the
funnel through personalization
and/or immediate engagement
opportunities.
#5 – Consider a partnership.
#NoDeadEnds
BRAND
BIG IDEAS
CAMPAIGNS
EXECUTIONS
CREATIVE EXPERIENCE DESIGNERS
- Tone
- Look + Feel
- Narrative
- Reinforcement of
the brand
FUNNEL
ECOSYSTEM
JOURNEY
UTILITY
- Pathing
- Shared Intelligence
- Contextual States
- Funnel Conversion
EMOTIONAL RELATIONSHIP BEHAVIORAL RELATIONSHIP
#NoDeadEnds
But wait…
#NoDeadEnds
Yes. It’s all of our jobs.And when we do it…
#NoDeadEnds
The whole can be more than the
sum of the parts.
#NoDeadEnds
You can talk to a customer as an
individual and not as a demographic.
#NoDeadEnds
Your customers can get to what
they want faster.
#NoDeadEnds
You can measure step-by-step
conversion through the funnel.
#NoDeadEnds
Any advertisement or media can be
one click or pic from a sale.
#NoDeadEnds
You can focus on the 2nd 3rd and 4th
purchases just as much as the 1st.
#NoDeadEnds
#NoDeadEnds
You can truly be integrated and
enjoy the results and relationships
that come with it.
MATT WALSH | @IceColdVideo | www.NoDeadEnds.biz
© 2013 Crispin Porter and Bogusky, LLC. All rights reserved.
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