digital outlook 2014 - outlook on multi-channel marketing
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Presented by Paula Harrison | Group CEO | Jericho Digital communications Digital Outlook 2014 is an event organised by eConsultancy. Read more about my thoughts on Digital Outlook 2014 on my blog - http://www.goldandfabulous.com/category/digital-marketing/TRANSCRIPT
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Digital Outlook 2014:
Multichannel Marketing
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Outlook on Multichannel Marketing
Paula Harrison Group CEO Jericho Digital Communications
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WHICH BRAND CEO SAID...
“Our brand is succeeding today
because of its unique emotional level of attachment and relevancy in the
digital world, in the mobile world...”
“Digital on one hand is the
primary way that clients will
interact with us” "The digital and
physical worlds are starting to come together more
seamlessly--it's only the tip of the iceberg
in terms of what's coming.”
“Everything you do going
forward, you can’t do
anything the traditional way.”
“We want to be the company that creates those indispensable
relationships with our brands, and
digital technology enables this.”
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Brand experience builds value
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Virgin America's New Safety Tips
http://www.youtube.com/watch?v=r6CJXdYPRLk
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Brand experience sets expectation
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Brand experience transcends channel...
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Starbucks Joymakers
http://www.youtube.com/watch?v=Mkr2gnNJ9zo
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Anyone thinking separate channels will be left behind
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Interactions that span devices need common branding
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Integration means more than marketing
Source: RSR Research, November 2013
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Integration means more than marketing
Adoption of cross-channel optimization technologies across all channels
Figure: Integration of Inbound/Outbound and Offline/Online Marketing Programs
Source: The State of Marketing 2013, IBM’s Global Survey of Marketers (20% respondents in Asia Pacific)
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Customers expect same experience on every channel
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1 2 3 4 5 6 7
Data will drive
everything
Brand voice is even more
important
Increasing need to choose marketing channels carefully
Mobile commerce
is the defacto
commerce
Digital campaigns will
create some monsters
Technology & integration
become commonplace
words
CEO becomes
digital champion
2014 PREDICTIONS
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#1 Data drives everything
The customer is more in control than ever
Your marketing is only as powerful as the data
you have
Targeting and personalisation across all
channels in real-time
Need for full circle data and analytics
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#2 ‘Marketing Idol’ – brand voice even more important
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#3 Increasing need to choose marketing channels carefully
Be true to your brand
Don’t be dazzled
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#3 Increasing need to choose marketing channels carefully
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When goodbye has a sting in its tail
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#4 mobile commerce is the defacto commerce
Source: GlobalWebindex, “State of Global E-Commerce Report 2013” Feb 11, 2013
Made a purchase via their Mobile phone, Q4 2012
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#5 Digital campaigns hide monsters
#QantasLuxury: A Qantas social media disaster in pyjamas
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#6 Technology & integration are commonplace words
Integrate technology as needed
Real-time ‘extract...use...measure...discard’ cycle
Use single-view to gain insights that drive relevance across any channel
Customer centric brands will out perform others
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#7 CEO becomes digital champion
Cultural / political hurdles weaken as CEO’s
become more attuned; realigning organisation
Integration at c-suite on all aspects is
imperative
Marketing does not exist in Isolation
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"The digital and physical worlds are starting
to come together more seamlessly – it's only
the tip of the iceberg in terms of what's
coming.”
Nike CEO Mark Parker
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“Digital on one hand is the
primary way that clients will
interact with us.”
Jonathan Larsen, Global Head of
Retail Banking and Head of
Consumer Banking, Citi
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“Our brand is succeeding today
because of its unique emotional level
of attachment and relevancy in the
digital world, in the mobile world...”
Starbucks CEO Howard Schultz
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“We want to be the company that
creates those indispensable
relationships with our brands, and digital
technology enables this.”
Robert McDonald, CEO, Procter & Gamble
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“Everything you do going forward, you
can’t do anything the traditional way.”
Angela Ahrendts CEO Burberry
(now at Apple)
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DATA IS KING KNOW YOUR
BRAND INTEGRATION IS IMPERATIVE
CEO IS DIGITAL
CHAMPION
IN SUMMARY...
More details and full length videos at www.jerichodc.com/blog