what's next for decoupling: efficiency to effectiveness
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TRANSCRIPT
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Old news old news
decoupling
unbundling
upstreaming
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creative ideas mediamanual production
automation = efficiency and effectiveness
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First a history lesson
a history lesson
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Conservative / Don Draper
innovative... in parts
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agency
decoupler
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production-only pitches
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An idea... hang on a minute, lads...
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decoupler
agency
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decoupler
agency
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Party popper
maximum efficiency?
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“you can’t talk about creativity
without
talking about
technology”
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time
value
3
2
1cheaper
better service
automation
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cheaper
faster
better
smarter production
scalable
tailored
compliant
reinvention
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volume
cost
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volume
cost
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Smarter 2
tailored
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Smarter 3avoid mistakes...and get your life back
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Smarter 4
admin burden
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nightmare
scary?
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not marketers entrenched habits
no time
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40a year 200 retailersx
8,000 ads manually produced
10,000 insertions
into an increasingly ineffective mediumsame product, same offer
weeks
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creative ideas mediaintelligent
production
scalable + personalisation + compliance + reinvention
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game changers
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the future
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a principle you know
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optimising advertising
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Marketing 22nd June 2011
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manual production + slow results = delayed improvement
automated production + immediate results = real-time optimised marketing
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problems solved
complexity
compliance
localisation & personalisation
accountability
cost
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practical visionary
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• share your pain
• align with marketing aims
• balance business needs with user needs
• all about people
• bite-sized chunks
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• ask your incumbents
• include technology in RFPs
• be flexible
• demand technology to be flexible
• technology is strategic
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do more for lessinevitablehuge opportunity
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