ATSYD 13 Jon bradshaw - Brand Traction
-
Upload
gavin-stewart -
Category
Documents
-
view
155 -
download
1
Transcript of ATSYD 13 Jon bradshaw - Brand Traction
managing the modern marketing landscape
jon bradshaw, marketing novice ad:tech tuesday 12th march 2013
CLIMATE CHANGE
1
THE IRONY OF TALKING ABOUT AUDIENCE
WHEN NOBODY EVER LISTENS TO YOU
jon bradshaw, marketing novice ad:tech tuesday 12th march 2013
2
WHY SOCIAL MEDIA DOESN’T WORK WHEN
YOU’VE GOT NO FRIENDS, JON
jon bradshaw, marketing novice ad:tech tuesday 12th march 2013
3
BIGMOUTH STRIKES AGAIN
jon bradshaw, marketing novice ad:tech tuesday 12th march 2013
4
FUUUCCCKKK! jon bradshaw, marketing novice ad:tech tuesday 12th march 2013
5
managing the modern marketing landscape
jon bradshaw, marketing novice ad:tech tuesday 12th march 2013
CLIMATE CHANGE
6
#ATSYD
Why Climate Change?
7
• The data is indisputable. There’s a seismic shift underway.
• A large number of people, especially the manufacturers of marketing fossil fuels, are in total denial about what’s happening.
• Nobody has a clue about what to do instead.
• There are a heap of snake oil salesmen selling the marketing equivalent of wind-farms and hybrid cars.
#ATSYD
Today
8
• Setting the platform on fire.
• Why does some advertising work, but much of it doesn’t?
• How do we need to think to deal with the new environment?
#ATSYD 9
Marketing Novice
Jon Bradshaw
#ATSYD
The role of marketing has not changed
10
• Change consumers behaviour
• To make the organisation more successful
• For the long term
#ATSYD
There are only four tasks
11
• Acquire new consumers.
• Get current consumers to buy more (frequency or weight).
• Keep those consumers loyal.
• Increase the value of the brand so that we can charge more.
#ATSYD
The overarching process also hasn’t changed
12
Brand Competition
Insight Motivation
Positioning
Difference Truth
Identity
Execution Comprehension
Idea Engagement
Channel Connection
positioning
identity
execution
#ATSYD
Our role and process hasn’t shifted, but our audience has begun to disappear
13
#ATSYD
We are screwed…
14
#ATSYD
The media landscape is changing fast
15
#ATSYD
It’s easy to still believe in TV
52% say most memorable medium (Deloitte 2010)
87% reach of all Australians
Are we still warming ourselves when our house is on fire?
16
#ATSYD
The TV landscape in Australia is fragmenting beyond all recognition
17
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online catch Up
Pirate
Streaming
All Online
Time Shi?
Broadcast
• Traditional broadcast still has the best reach at 87% of all Australians. • But one third of those are watching time shifted TV. • 86% of time shifters skip ads. • Online viewing already has surprisingly good reach at 43%.
% Australians reached by media type
#ATSYD 18
0 2 4 6 8 10 12 14 16 18
Online catch Up
Pirate
Streaming
All Online
Time Shi?
Broadcast
Media hours viewed per week
• Looking at actual consumption of media, online viewers consume as heavily as traditional viewers.
• And are currently sourcing up to 6 hours a week of content from pirate channels.
‘New’ media not only has reach, it has depth
#ATSYD
International data suggests time shifted will become the norm in broadcast media
• Foxtel iQ penetration is around 35% • DVR / TiVo penetration in the US reached 63% of households with
income over $100k. • 86% of viewers said they fast forwarded through the ads.
19
0
10
20
30
40
50
60
2007 2008 2009 2010 2011 2012 2013
DVR Penetration in the USA
#ATSYD
Interruption is dead, (well at least very poorly)
The audience is online, on demand and in control.
20
#ATSYD
Target Tooheys Hahn and XXXX beers drunk in any one year = 1.5 billion
Current total number of Facebook fans = 177,000
DNPFBFPD Index = 23.2
The Problem with
21
#ATSYD
FBFRTHT@2SDPD = 2.1 million
A 1,200% increase
Aussie Gov’t healthy drinking guidelines = 2 standard drinks / day
The Problem with
22
#ATSYD
3 x the number of fans of Coke in Australia 4 x the fans of McDonalds 13 x the number of fans of Julia Gillard or the
Wallabies 25% of all active Facebook users in Australia
The Problem with
23
#ATSYD
The Problem with
24
#ATSYD
Digital is not (yet) the messiah
“He’s not the messiah, he’s a very naughty boy”
25
#ATSYD
We have to change the question
From just
“what shall we say and do?” “where shall we say it?”
To
“why will anyone want to listen and engage?
26
#ATSYD
story-telling
We need to begin to think about ‘advertising’ in four connected but different ways
But the audience has different reasons to engage in each of these four ‘nodes’
Story Telling
Relationship Management
System Building
E-Commerce
relationship management
system building
E-commerce
Managing engagement is the secret to making it all work 27
#ATSYD
We used to rely on being entertaining to get people to care about our marketing
28
• A brand creates stories that entertain.
• The best ads work when we craft an entertaining, unexpected story about the brand that people can relate to.
brand
source
entertainment
reason to engage
story-telling
approach
#ATSYD
When you can interrupt the formula hasn’t changed much
Engaging, emotive story telling that simply and powerfully dramatizes a believable,
motivating brand truth.
29
Is this the last great ad I’ll ever make?
30
#ATSYD
Digital creates opportunities and challenges.
31
• Story telling in the digital channels, especially in owned media means we can make it participatory and always on
• But always on creates a hungry content mouth to feed • Participation, whilst more effective is complex and hard to get right.
brand
source
entertainment
reason to engage
story-telling
approach
#ATSYD
XXXX Island – always on is hard (and can be expensive!)
32
#ATSYD
Relationship marketing relies on reward
33
brand
source
reward
reason to engage
relationship management
approach
• Service brands have developed this discipline to a sophisticated level.
• But historically product brands have at best dabbled round the edges of managing loyalty
#ATSYD
In relationship management, digital has again driven significant change
34
brand
source
reward
reason to engage
relationship management
approach
• Digital has transformed this node from generic mass DM • To highly tailored data driven conversations with customers • But the increasing need for data has continued to intimidate brands
who do not own the transactional relationship with the end user
#ATSYD
Service brands have been really building this capability
35
#ATSYD
Some product brands are now getting into loyalty and reward
36
#ATSYD
In the latter half of the noughties we saw a new advertising approach emerge – system building
37
brand
source
utility
reason to engage
system building
approach
• In the mad rush of excitement about a new medium the question of why would anyone care has often been lost.
• The best examples of software as advertising deliver real usefulness to the consumer, giving them a reason to engage.
• Without that you’re just another useless app in the trash folder.
#ATSYD
Investorville is useful!
38
#ATSYD
What about gamification?
39
#ATSYD
There is a growing aspect for many brands – e-commerce
40
brand
source
transaction
reason to engage
E-commerce
approach
• Currently dominated by retail and service brands. • But as the Coles and Woolworths duopoly gets
tougher • We may see many other players in this space.
#ATSYD
FMCG is moving into e-commerce
41
#ATSYD
As such marketing has evolved into four approaches or nodes. Each of the different ‘nodes’ works in a different way
42
Advertising approach (node)
Consumer Behaves as
Reason to engage is Media is Digital facilitates Consumer result is
Story telling Audience Entertainment Pushed Participation Consideration
Relationship management Recipient Reward Pushed and Pulled Personalisation Retention
System building User Utility Pulled Socialisation Involvement
E-Commerce Buyer Transaction Pushed Ease Consumption
#ATSYD
Introducing…
© ® The Hyper-connected Advertising Ecosystem ™
(I told you I wasn’t good at titles)
43
#ATSYD
Always on, interactive story telling
Entertain ment
Story telling brand
Data fuelled insights
Data fuelled insights
Brand and Data connect all four nodes into an ecosystem
44
Reward
Personalised reward for loyalty
Relationship Management
Utility
Real (social) usefulness
System Building
Transaction
E- commerce
Simple easy intuitive shopping
#ATSYD
What does it all mean? We need to develop Hyper-connected Advertising Ecosystems
BRAND. We have to get super tight on positioning and identity in order to have the freedom to be in all four nodes.
DATA. We have to scrape data at every interaction and make it useful and useable.
CONNECTION. Connecting the nodes is where the power is. Each approach builds the strength of the other. You have to build an ecosystem.
45
#ATSYD
“A slow sort of country”
Change is inevitable. Truly successful brands have to move faster than the speed of change to stay in front.
"Well, in our country," said Alice, still panting a little, "you'd generally get to somewhere else — if you run very fast for a long time, as we've been doing.” "A slow sort of country!" said the Queen. "Now, here, you see, it takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that!”
Lewis Carroll, Through the Looking Glass. 46
#ATSYD
Hyper connected advertising in practice
47