20140704 Confessions Mindshare Johnston
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ADAPTIVE MARKETING Norm Johnston Chief Digital Officer Twitter @ntjohnston
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Confessions Norm Johnston führt in die Welt des adaptiven Marketings, das heute viel mit Tischtennis gemein hat: Das hohe Tempo verlangt schnelles Reagieren, der stete Austausch zwischen Marke und Verbraucher halten es spannend. David Ogilvys Buch „Geständnisse eines Werbemanns“ war wegweisend als es 1963 erschien. In einer Zeit geschrieben als die „Mad Men“ die (Werbe-)welt regierten. 50 Jahre später ist Marketing eine innovative Aufgabe an der Kreuzung von Medien und Technologie in einem Reich der Geeks, Daten und Algorithmen. In dieser hypervernetzten Zeit können es Marken mit dem alten Modell halten oder unsere konsumentenge- und datenbetriebene, adaptive Welt umarmen.
Transcript of 20140704 Confessions Mindshare Johnston
ADAPTIVE MARKETING Norm Johnston Chief Digital Officer Twitter @ntjohnston
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8,7 10,9 13,6
17,0 21,3
26,6 33,3
41,6
52,0
2012 2013 2014 2015 2016 2017 2018 2019 2020
(Billions)
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20% of the total response to a TV campaign is done
online within 10 minutes of exposure.
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150m
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ON AVERAGE WE PASS
PIECES OF PERSONAL INFO INTO
DATABASES EVERY WEEK
3,254
15 Adaptive Marketing
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64% 45% 54% 24%
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11100011100 10011000100 11001001010 00101100001
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PRICE PRODUCT
PROMOTION PLACE
BEHAVIOUR SEARCH
SENTIMENT SOCIAL
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10 minutes. 20% of the total response to a TV campaign is done online within
of exposure.
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21,000 ad units, across 845 campaigns, in 25 countries – bought and optimized in real-time
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Smart Paid + Good Owned = More Earned Media
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Predicted Volume of Earned Media views based on Unruly ‘Sharerank’
Brands need to develop share worthy content to increase their potential earned media.
8
4.5
2 1M Paid Views Paid Earned Views (Non Target) Earned Views (Target)
E= 74,171
1M Paid Views
1M Paid Views
E= 283,001
E=2,265,103
A video with a Sharerank of 8 will receive
34x
more earned views than a video with a Sharerank of 2
Source: Unruly Analytics 2013
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21,000 ad units, across 845 campaigns, in 25 countries – bought and optimized in real-time
THE FUTURE BELONGS TO THOSE WHO
PREPARE FOR
IT TODAY
Malcolm X
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Changing Culture AXEL SPRINGER
THERE ARE ONLY TWO SOURCES OF COMPETITIVE ADVANTAGE:
THE ABILITY TO LEARN MORE
ABOUT OUR CUSOMTERS FASTER THAN THE COMPETITION
AND THE ABILITY TO
TURN THAT LEARNING INTO ACTION FASTER
THAN THE COMPETITION
Jack Welch
