keynote: "the digital future: highway to hell or stairway to heaven?"
Post on 12-Sep-2014
60 views
DESCRIPTION
Why are consumers so far ahead of marketers when it comes to integrating digital media into their daily lives? Why is it so hard to sell through digital programs in large and small marketing organizations? How can we show ROI in terms of customer acquisition and value, rather than try to justify it with eyeballs and click-thrus? What does it take to get CMOs to embrace and invest in digital for the long haul? How can we all get together on the path to digital success?Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, will share his view about how the current community of clients, agencies, and partners must change their mindset, approach and strategy if they are to avoid the roller coaster ride to digital hell. Using a wide variety of examples from consumer goods and business-to-business marketers around the world, Fetherstonhaugh will show how the stairway to digital heaven is not about shiny one-offs; it’s about making the most of behavioral data, employing disciplined testing, understanding the power of social media, and building a platform for the future.TRANSCRIPT
![Page 1: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/1.jpg)
THE DIGITAL FUTURE
BRIAN FETHERSTONHAUGHCHAIRMAN & CEO, OGILVYONE WORLDWIDE
IMEDIA BRAND SUMMITSEPTEMBER 14, 2010
1Monday, September 20, 2010
![Page 2: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/2.jpg)
HIGHWAY TO HELL
2Monday, September 20, 2010
![Page 3: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/3.jpg)
HIGHWAY TO HELL
3Monday, September 20, 2010
![Page 4: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/4.jpg)
More Innovation!
MoreAccountability!
THE MARKETER’S HOT SEAT
4Monday, September 20, 2010
![Page 5: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/5.jpg)
THE MARKETING CONFIDENCE GAP
Source: eMarketer 2008, EdisonMedia Research 2008, MRI 2008, Nielsen Media Research 2008, Neo@Ogilvy Media Analytics, PricewaterhouseCoopers LLP, Wilkofsky Gruen Associate. November 2009 Report.
% Consumer Time Spent Online % Advertising Dollars Spent Online
0%
10%
20%
30%
40%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
The Marketing Con!dence Gap
5Monday, September 20, 2010
![Page 6: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/6.jpg)
Wheee!
Wow!
Yaaay!
• One-off mentality
• Perpetual start-up mode
• Chasing the next shiny object
6Monday, September 20, 2010
![Page 7: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/7.jpg)
7Monday, September 20, 2010
![Page 8: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/8.jpg)
HIGHWAY TO HELL
8Monday, September 20, 2010
![Page 9: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/9.jpg)
STAIRWAY TO HEAVEN
9Monday, September 20, 2010
![Page 10: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/10.jpg)
STAIRWAY TO HEAVEN
10Monday, September 20, 2010
![Page 11: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/11.jpg)
•Mindset
•Pathway
•Platform
•Discipline
11Monday, September 20, 2010
![Page 12: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/12.jpg)
THE RIGHT MINDSET
Four Ps
Product
Place
Price
Promotion
Four Es
Experience
Everyplace
Exchange
Evangelism
12Monday, September 20, 2010
![Page 13: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/13.jpg)
CREATING THE STAIRWAY TO HEAVEN
START HERE
TIME
•Digital Ambition
•Customer Journey
•Platform Choices
PILOT TEST #1
ADD TEST #2
OPTIMIZE #1
ADD TEST #3
OPTIMIZE #1, 2
ADD TEST #4
OPTIMIZE #1, 2, 3
PHASE 1 PHASE 2 PHASE 3 PHASE 4
13Monday, September 20, 2010
![Page 14: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/14.jpg)
14Monday, September 20, 2010
![Page 15: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/15.jpg)
“Stop the campaignery.”
15Monday, September 20, 2010
![Page 16: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/16.jpg)
16Monday, September 20, 2010
![Page 17: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/17.jpg)
17Monday, September 20, 2010
![Page 18: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/18.jpg)
18Monday, September 20, 2010
![Page 19: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/19.jpg)
© 2009 IBM Corporation © 2009 IBM Corporation
19Monday, September 20, 2010
![Page 20: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/20.jpg)
20Monday, September 20, 2010
![Page 21: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/21.jpg)
IBM Wimbledon SEER 2010
21Monday, September 20, 2010
![Page 22: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/22.jpg)
22Monday, September 20, 2010
![Page 23: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/23.jpg)
23Monday, September 20, 2010
![Page 24: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/24.jpg)
24Monday, September 20, 2010
![Page 25: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/25.jpg)
25Monday, September 20, 2010
![Page 26: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/26.jpg)
26Monday, September 20, 2010
![Page 27: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/27.jpg)
27Monday, September 20, 2010
![Page 28: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/28.jpg)
Button TextButton Color
Link & Text
log-in button
Number of Offers
28Monday, September 20, 2010
![Page 29: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/29.jpg)
29Monday, September 20, 2010
![Page 30: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/30.jpg)
Original Optimized
+15%
30Monday, September 20, 2010
![Page 31: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/31.jpg)
31Monday, September 20, 2010
![Page 32: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/32.jpg)
32Monday, September 20, 2010
![Page 33: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/33.jpg)
33Monday, September 20, 2010
![Page 34: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/34.jpg)
34Monday, September 20, 2010
![Page 35: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/35.jpg)
35Monday, September 20, 2010
![Page 36: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/36.jpg)
36Monday, September 20, 2010
![Page 37: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/37.jpg)
37Monday, September 20, 2010
![Page 38: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/38.jpg)
38Monday, September 20, 2010
![Page 39: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/39.jpg)
39Monday, September 20, 2010
![Page 40: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/40.jpg)
40Monday, September 20, 2010
![Page 41: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/41.jpg)
41Monday, September 20, 2010
![Page 42: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/42.jpg)
42Monday, September 20, 2010
![Page 43: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/43.jpg)
Am I doing the best for my baby?
The universal insight
It all starts with Mom
43Monday, September 20, 2010
![Page 44: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/44.jpg)
GSI Consumer Intent Model 2009Personas
Understanding Mother’s Journey
44Monday, September 20, 2010
![Page 45: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/45.jpg)
45Monday, September 20, 2010
![Page 46: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/46.jpg)
46Monday, September 20, 2010
![Page 47: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/47.jpg)
Friends & Family
Social Search & Blogs
SocialNetworks
Websites
e-Commerce
We need to focus on Mom, not just websites
47Monday, September 20, 2010
![Page 48: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/48.jpg)
A creative platform that grows with mum and baby.
48Monday, September 20, 2010
![Page 49: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/49.jpg)
Mobile apps
49Monday, September 20, 2010
![Page 50: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/50.jpg)
50Monday, September 20, 2010
![Page 51: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/51.jpg)
51Monday, September 20, 2010
![Page 52: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/52.jpg)
52Monday, September 20, 2010
![Page 53: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/53.jpg)
WHERE WILL YOU LEAD US ?
53Monday, September 20, 2010
![Page 54: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/54.jpg)
STAIRWAY TO HEAVEN
54Monday, September 20, 2010
![Page 55: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/55.jpg)
HIGHWAY TO HELL
55Monday, September 20, 2010
![Page 57: Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412e1027bef0a6e048b8332/html5/thumbnails/57.jpg)
THE DIGITAL FUTURE
BRIAN FETHERSTONHAUGHCHAIRMAN & CEO, OGILVYONE WORLDWIDE
IMEDIA BRAND SUMMITSEPTEMBER 14, 2010HIGHWAY TO HELL OR STAIRWAY TO HEAVEN?
57Monday, September 20, 2010