No Dead Ends: An Aspiration For Integration.

AN ASPIRATION FOR INTEGRATION. #NoDeadEnds

#NoDeadEnds

#NoDeadEnds http://a248.e.akamai.net/origin-cdn.volusion.com/9nena.fmfu2/v/vspfiles/photos/AL3Z-1813300-AA-2.jpg?1346431851

#NoDeadEnds

#NoDeadEnds

THINK OF THE MOST FAMOUS MARKETING CAMPAIGNS FROM THE LAST 5 YEARS.

#NoDeadEnds

BRAND STRATEGY

CREATIVE IDEAS / EXECUTIONS

CHANNEL SELECTION / PLANNING

NARRATIVE + STYLISTIC COORDINATION

CO-CREATED ADVERTISING

#NoDeadEnds

#NoDeadEnds

TRUE INTEGRATION

#NoDeadEnds

MODERN MARKETING:

Create and strengthen people’s relationships with brands and products through the providing of value for both consumer and company.

#NoDeadEnds

PRICE < VALUE

#NoDeadEnds

#NoDeadEnds

BRAND RELATIONSHIP = + BEHAVIOREMOTION

#NoDeadEnds

#NoDeadEnds

THINK BACK TO THOSE CAMPAIGNS

#NoDeadEnds

+ BEHAVIOREMOTION + BEHAVIOR = DEAD ENDS

#NoDeadEnds

A DEAD END:

Any consumer touch point that doesn’t

measurably and intelligently encourage a

consumer’s journey down the funnel

through personalization and / or

immediate engagement opportunities.

#NoDeadEnds

IMMEDIATE ENGAGEMENT OPPORTUNITIES

=

STRATEGIC PATHING

PERSONALIZATION

=

SHARED INTELLIGENCE

#NoDeadEnds

#NoDeadEnds

And Yes…

Let’s Talk TV.

#NoDeadEnds

#NoDeadEnds

URL

Hash Tag

Search Term

Zoove

SMS Short Code

Phone Number

Audio Tagging

QR Code

Call To Offline

#NoDeadEnds

#NoDeadEnds

DIRECTV

#NoDeadEnds

Name

Age

Location

Email

Time of Day

Weather

Friends

Interests

Check-Ins

Current Show

Insert Your Spot Here

#NoDeadEnds

And That’s Just TV

#NoDeadEnds

#NoDeadEnds

“Thanks to the Internet and digital technology,

agencies are finding that the realization of their

clients’ ultimate fantasy -- the ability to customize a

specific message to a specific person at a specific

moment -- is within their grasp.

It is also one very complex nightmare.”- FAST COMPANY

#NoDeadEnds

BRAND RELATIONSHIP = EMOTION + BEHAVIOR

TRUE INTEGRATION = NO DEAD ENDS.

#NoDeadEnds

SO WHAT CAN WE DO?

#NoDeadEnds

#1 - Stop Hiding Behind Excuses

#NoDeadEnds

We don’t have the time.

We don’t have the budget.

We can’t take risks.

Our customers aren’t ready.

We don’t have the ideas to pull it off.

There are too many politics.

I can’t change anything myself.#NoDeadEnds

#NoDeadEnds

#NoDeadEnds

DPZ

$3.30 $66.50

#NoDeadEnds http://www.siliconcloud.com/Portals/55887/images/david-and-goliath-sumos22.jpg

#NoDeadEnds

#2 - Provide more than just entertainment value

#NoDeadEnds

“True innovation can come from the natural creative tension

between focusing on brand needs and customer needs”

- UX Magazine

#NoDeadEnds

#NoDeadEnds

A DEAD END:

Any consumer touch point that

doesn’t measurably and

intelligently encourage a

consumer’s journey down the

funnel through personalization

and/or immediate engagement

opportunities.

#3 - Ask “Then what”

#NoDeadEnds

SIMPSONIZE ME

Let’s give people the chance to inject themselves into the Simpson’s world by making a tool to convert people to actual characters, starting with the King.

THEN WHAT? SITE EMAIL OPT-IN EMAIL OFFERS RESTAURANT

#NoDeadEnds

#NoDeadEnds

A DEAD END:

Any consumer touch point that doesn’t

measurably and intelligently encourage

a consumer’s journey down the funnel

through personalization and/or

immediate engagement opportunities.

#4 - Move Past “Digital vs. Traditional”

#NoDeadEnds

#NoDeadEnds

BRAND RELATIONSHIP = EMOTION + BEHAVIOR

#NoDeadEnds

#NoDeadEnds

A DEAD END:

Any consumer touch point that

doesn’t measurably and

intelligently encourage a

consumer’s journey down the

funnel through personalization

and/or immediate engagement

opportunities.

#5 – Consider a partnership.

#NoDeadEnds

BRAND

BIG IDEAS

CAMPAIGNS

EXECUTIONS

CREATIVE EXPERIENCE DESIGNERS

- Tone

- Look + Feel

- Narrative

- Reinforcement of

the brand

FUNNEL

ECOSYSTEM

JOURNEY

UTILITY

- Pathing

- Shared Intelligence

- Contextual States

- Funnel Conversion

EMOTIONAL RELATIONSHIP BEHAVIORAL RELATIONSHIP

#NoDeadEnds

But wait…

#NoDeadEnds

Yes. It’s all of our jobs.And when we do it…

#NoDeadEnds

The whole can be more than the

sum of the parts.

#NoDeadEnds

You can talk to a customer as an

individual and not as a demographic.

#NoDeadEnds

Your customers can get to what

they want faster.

#NoDeadEnds

You can measure step-by-step

conversion through the funnel.

#NoDeadEnds

Any advertisement or media can be

one click or pic from a sale.

#NoDeadEnds

You can focus on the 2nd 3rd and 4th

purchases just as much as the 1st.

#NoDeadEnds

#NoDeadEnds

You can truly be integrated and

enjoy the results and relationships

that come with it.

No Dead Ends: An Aspiration For Integration.

Design

Transcript of No Dead Ends: An Aspiration For Integration.