Post on 05-Dec-2014
description
Consumer Marketing Innovation10 Ways Media & Agencies are Changing
Change is Faster
Change is Faster
Consumer Marketing Innovation
• Agencies
– Putting Science Before Art
– Tech Director as Don Draper
– Adaptive vs. Assembly Marketing
– Death of Linear Thinking
– AOR/Boutique Mashup
• Media
– Data Explosion
– Trading Floor vs. Board Room
– Brands as Publishers
– TV Will Intro Deeper Digital Branded Experiences
– No Channels
Agencies: Putting Science Before Art
1) ART inspired by SCIENCE
2) Recognizes the context and that technology is always changing
3) Ideas and execution are linked throughout
WHY
WHO? WHERE? WHAT & HOW ? WHERE?
The Target Preliminary Message + Media Refined
Agencies: Adaptive vs. Assembly Marketing
Traditional Marketing Process
Agencies: Adaptive vs. Assembly Marketing
Adaptive Marketing Process
Agencies: Death of Linear Thinking
Awareness
Consideration
Purchase
Performance
Preference
Loyalty
Advocacy
Traditional
Sales
Funnel
Agencies: Death of Linear Thinking
DMA #1 DMA #2
Awareness base: total respondentsKey measures base: respondents aware of client A
Empower Brand Participation Map℠
Agencies: Tech Director as Don Draper
Agencies: AOR/Boutique MashUp
Consumer Marketing Innovation
• Agencies
– Putting Science Before Art
– Tech Director as Don Draper
– Adaptive vs. Assembly Marketing
– Death of Linear Thinking
– AOR/Boutique Mashup
• Media
– Data Explosion
– Trading Floor vs. Board Room
– Brands as Publishers
– TV Will Intro Deeper Digital Branded Experiences
– No Channels
Media: Data Explosion
Media: Trading Floor vs. Boardroom
Media: Brands as Publishers
Media: TV Intros Deeper Digital Branded Experiences
Media: TV Intros Deeper Digital Branded Experiences
Media: TV Intros Deeper Digital Branded Experiences
Twelp Force and Old Spice cnn trending
Media: No Channels
Media: NoChannels.com
Is your culture flexible enough to turn change
into a competitive advantage?
Consumer Marketing Innovation10 Ways Media & Agencies are Changing