"Novo cenário da comunicação global" / Marketing Inflection Point 8 principles for success: 1) We can´t generalise any more ..need to plan segmented 2)Tipping Points: Customer expectations being disrupted 3)Need to contextualise change for our prospect 4)Be organised: Conscious competence 5)You & Me: New roles & New competition 6)We need to build value added services to have a differential 7)We all need to be curious and proactive 8) New specialist career opportunities

1. The marketing game is changing,
come play with Google
PAGE 1

2. Brian Crotty : Managing Director Razorfish &
Digitalcurious!
• I am
• I continualy search for new dots.....and
try to connect them
• I have many personalities
• I have worked on 5 continents.....so I
am a Gringo with a different
perspective
• I have a view for long term survival
and prosperity
• I am a Digital Immigrant
• I know my limitations and employ
people smarter than me
• My word is my credibility...... so I don´t
oversell
• I have a gift to contextualise new
information / change ..... see new
information and know when and how I
can use it.
• I only consume on demand content
• I am a marketers nightmare
PAGE 2

3. ´The marketing game is changing, come play with Google´
1. Why did you switch from a traditional to digital agency?
– The content value chain was changing
– Organized my thoughts / contextualized change
– Curiosity - Asking the questions that that no one is asking
– Having an opinion - right or wrong – starts a conversation
– Vision
2. What were your top 2 or 3 challenges as you were evangelizing digital
to your clients? How did you overcome them?
– Non standardized formats – breaking from traditional formats – new disciplines
needed
– Planning Integration
– Separation, reintegration, separation (evangelism vs moderated speech)
3. What is your perception of how the agency model is changing or how it
should change?
– Tipping Point
– Still profitable (concentration of media spend)..though protectionist
– Segmentation
– TV production model
PAGE 3

4. The marketing game is changing,
come play with Google
PAGE 4

5. Brian Crotty : Managing Director Razorfish &
Digitalcurious!
• I am
• I have many personalities
• I have worked on 5 continents.....so I
am a Gringo with a different
perspective
• I have a view for long term survival
and prosperity
• I am a Digital Immigrant
• I know my limitations and employ
people smarter than me
• My word is my credibility...... so I don´t
oversell
• I have a gift to contextualise new
information / change ..... see new
information and know when and how I
can use it.
• I only consume on demand content
• I continualy search for new dots.....and
try to connect them
• I am a marketers nightmare
PAGE 5

6. ´The marketing game is changing, come play
with Google´
1. We can´t generalise anymore: Segmentation
2. Tipping Points: Customer expectations
3. Be organised: Conscious competence
4. You & Me: New roles & New competition
PAGE 6

7. We can´t generalise anymore: Segmentation
PAGE 7

8. The Digital Era is..... About change... Tipping points
Tipping points
Where value
proposition of new
causes permanent
expectation change

9. Digital evangelism separates / increases perceived
risk
PAGE 9

10. Change is managable – Needs to be contexualised
PAGE 10

11. We have hindsight advantage – ripples of disruptions
PAGE 11

12. In reality disruption affects different categories at
different times and rates

13. Constant new proposals – disrupting expectations

14. Disruptors create a tension while customers
re-evaluate their needs
Form Price Timely
Personal Available
Choice Approachable
Control Responsive
Sustainable Sympathetic
Useful Synergistic
Atractive Innovative
Usable Social Intuitive

15. Over time the disruption loses its effect and the
ecosystem returns to a new equilibrium
Form Price Timely
Personal Available
Choice Approachable
Control Responsive
Sustainable Sympathetic
Useful Synergistic
Atractive Innovative
Usable Social Intuitive

16. Each individual decision has a different balance of
factors – its own ecosystem equilibrium

17. In mass marketing, we assume that disruption to
one category affects all decisions equally

18. In reality disruption affects different categories at
different times and rates

19. Tipping Points: Customer expectations
PAGE 19

20. Not black and white – shades of digital
People < 45 years old People > 45 years old
A
Digital
B
Socio Ecomimic level
Natives
Digital
C Immigrants
D Traditionals
E
50 45 40 35 30 25 20 15 10 5 5 10 15 20 25 30 35 40 45 50
Millions of People - Brazil
20

21. A mixture of Online & Offline conversations:
Old Places
Conversations New Places
Digital natives
Letters Instant Messaging
Tupperware Parties Social Networking
PTA Meetings Blogging
Immigrants
Political Rallies Email
Conventions Message Boards
Telephone Podcasts
Customer service Apps
lines
Traditionals
Traditional media

22. LATIN AMERICA AT VARIOUS STAGES OF DIGITAL
MATURITY
Population Internet Broadband Social Facebook Mobile Smartphone Search iMedia Overall
(% of (% of (% of internet (% of Internet (% Of (% of mobile (% of Ad (% of Ad
Base: Population) Population) users) Users) Population) handsets) expenditure) expenditure)
20% 10% 20% 10% 10% 10% 10% 10% 100%
ARGENTINA 41,3 3 3 4 2 4 1 3 3 3,0
COLOMBIA 45,8 3 2 4 4 2 1 3 3 2,9
BRAZIL 190,7 4 2 3 1 3 1 4 3 2,8
CHILE 16,7 3 3 4 4 3 1 1 2 2,8
MEXICO 112,3 3 2 3 4 1 1 2 2 2,4
PANAMÁ 3,4 2 2 3 3 5 1 2 1 2,4
EQUADOR 14,8 1 1 5 5 2 1 1 1 2,3
URUGUAI 3,5 3 3 2 2 4 1 1 1 2,2
VENEZUELA 29,1 2 1 3 4 3 1 1 1 2,1
COSTA RICA 4,5 3 3 2 2 1 1 2 2 2,1
PERU 29,5 3 1 1 1 2 1 2 2 1,7
BOLÍVIA 9,9 1 1 4 4 1 1 1 1 1,9
EL SALVADOR 6,1 1 1 3 3 4 1 1 1 1,9
HONDURAS 8,0 1 1 3 3 3 1 1 1 1,8
NICARÁGUA 6,0 1 1 2 3 1 1 1 1 1,4
GUATEMALA 13,6 1 1 1 1 4 1 1 1 1,3
PARAGUAI 6,4 1 1 1 2 2 1 1 1 1,2
GREAT BRITAIN 61,8 5 4 2 2 4 4 5 4 3,7
CANADA 34,3 4 4 4 3 1 4 4 5 3,7
US 310,6 4 4 3 2 2 4 4 4 3,4
HONG KONG 7,2 4 4 3 3 4 3 3 3 3,4
SPAIN 46,1 3 4 2 1 3 5 4 3 3,0
TAIWAN 23,2 4 3 2 3 3 3 3 4 3,1
SINGAPORE 5,1 4 5 2 3 3 3 2 2 3,0
CHINA 1341,7 2 2 1 1 1 3 4 3 2,0
Source – Various internetworldstats.com,wikipedia.org,SMG / eMarketer report & Facebook,
checkfacebook.com, wirelessfederation.com, Eiu.com, eMarketer, Magna Global, Zenith Optimedia

23. LATIN AMERICA AT VARIOUS STAGES OF DIGITAL MATURITY
Population Internet Broadband Social Facebook Mobile Smartphone Search iMedia Overall
(% Of (% of mobile (% of Ad (% of Ad
Base: (% of Population) (% of Population) (% of internet users) (% of Internet Users)
Population) handsets) expenditure) expenditure)
Magna
wikipedia.org, Magna Global,
internetworldst SMG / eMarketer report eMarketer Global,
Source: ats.com
internetworldstats.com wikipedia.org
& Facebook
checkfacebook.com wirelessfederation
Zenith
Zenith
.com, Eiu.com Optimedia
Optimedia
# MM # MM % # MM % % # MM % Score
20% 10% 20% 10% 10% 10% 10% 10% 100%
ARGENTINA 41,3 26,6 64% 3 4,5 11% 3 83% 4 12,8 48% 2 4 1 3 3 3,0
COLOMBIA 45,8 21,5 47% 3 2,3 5% 2 84% 4 11,6 84% 4 2 1 3 3 2,9
BRAZIL 190,7 75,9 40% 4 16,2 8% 2 70% 3 9,5 13% 1 3 1 4 3 2,8
CHILE 16,7 8,4 50% 3 1,7 10,2% 3 90% 4 7,6 91% 4 3 1 1 2 2,8
MEXICO 112,3 30,6 27% 3 10,8 10% 2 79% 3 18,8 79% 4 1 1 2 2 2,4
PANAMÁ 3,4 0,96 28% 2 0,2 6,5% 2 72% 3 0,7 72% 3 5 1 2 1 2,4
EQUADOR 14,8 2,4 16% 1 0,4 2,4% 1 99% 5 2,3 99% 5 2 1 1 1 2,3
URUGUAI 3,5 1,9 53% 3 0,4 10,4% 3 59% 2 1,1 59% 2 4 1 1 1 2,2
VENEZUELA 29,1 9,3 32% 2 1,5 5% 1 80% 3 7,4 80% 4 3 1 1 1 2,1
COSTA RICA 4,5 2,0 44% 3 0,4 8% 3 58% 2 1,2 58% 2 1 1 2 2 2,1
PERU 29,5 11,8 40% 3 0,9 3% 1 53% 1 4,1 35% 1 2 1 2 2 1,7
BOLÍVIA 9,9 1,1 11% 1 0,06 0,6% 1 85% 4 0,9 85% 4 1 1 1 1 1,9
EL SALVADOR 6,1 0,98 16% 1 - - 1 74% 3 0,7 74% 3 4 1 1 1 1,9
HONDURAS 8,0 0,96 12% 1 - - 1 76% 3 0,7 76% 3 3 1 1 1 1,8
NICARÁGUA 6,0 0,6 10% 1 - - 1 63% 2 0,4 63% 3 1 1 1 1 1,4
GUATEMALA 13,6 2,3 17% 1 - - 1 45% 1 1,0 45% 1 4 1 1 1 1,3
PARAGUAI 6,4 1,0 16% 1 - - 1 47% 1 0,5 47% 2 2 1 1 1 1,2
GREAT BRITAIN 61,8 51,4 83% 5 18,8 30% 4 65% 2 27,5 54% 2 4 4 5 4 3,7
CANADA 34,3 26,2 76% 4 10,1 30% 4 80% 4 16,6 63% 3 1 4 4 5 3,7
US 310,6 239,0 77% 4 83,3 27% 4 75% 3 146,6 61% 2 2 4 4 4 3,4
HONG KONG 7,2 4,9 68% 4 2,4 34% 4 75% 3 3,7 75% 3 4 3 3 3 3,4
SPAIN 46,1 29,1 63% 3 10,3 22% 4 57% 2 12,0 41% 1 3 5 4 3 3,0
TAIWAN 23,2 16,1 70% 4 5,0 22% 3 55% 2 10,4 65% 3 3 3 3 4 3,1
SINGAPORE 5,1 3,7 72% 4 5,1 100% 5 62% 2 2,3 62% 3 3 3 2 2 3,0
CHINA 1341,7 420,0 31% 2 103,6 8% 2 30% 1 0,3 0% 1 1 3 4 3 2,0
Source – Various internetworldstats.com,wikipedia.org,SMG / eMarketer report & Facebook,
checkfacebook.com, wirelessfederation.com, Eiu.com, eMarketer, Magna Global, Zenith Optimedia

24. Be organised: Conscious competence
PAGE 24

25. The road to success: Curiosity and understanding
Unconsciously - Consciously - Unconsciously - Consciously -
Incompetent Incompetent Competent Competent

27. So much happening……………
Mapping / Lacation& Application: Advanced Design
WebsiteCustomer Relationship Strategy
Promotions
Integrated sponsorships / QR Codes / Based
packages
Value/ based segmentation mapping
Customer journey eCommerce
Affiliate Deals / Website Design Basic Ads
Dynamic messaging optimisation
Behavioural Targetting / Contextual
Mobile / WirelessConfigurators / simulators integration packages / Ad networks
/ In Car / AugmentedPR integration Mass advertising campaigns
Social
EventsIntegrated digital / traditional tactics – e.g. unified presentations
Media
Direct Marketing
Micro Sites / Hotsites
Basic
Social Marketing / Blogs / Call Centres / Telemarketing
Web Sites / Search Engine Optimisation Simulation / Collaboration Site Maintenance
Forums and events
tools Marketing
Database
Distributed Content
Content planning / architectures Cluster targeting
Email Toolkits & Playbooks
Consumer Generated Content / Crowdsourcing
Search Engine Marketing /Behavioral & Contextual Targeting Data capture / management
Aggregation tools for commentsdemographic
Target segmentation - / SEO links Call Centres
Product experience reporting tools targeting Syndicated Content segmentation – demographic
Paid Search
/ proprietary events Product Sampling / Simulcasts
Governance / Demographic Content / (ARG) Target
Content versioning
Capability roadmaps Branded
Online WOM : Viral Marketing
Web Analytics: Adv.Advertising
Banner - Clear success metrics
Desktop Tools - Softwares / Skins / Widgets test and learn
Sponsorships / Product Placement Supply Chain Integration Basic
Web Analytics: Adv. Traditional Mass Media
ServicesattributionGaming
Physical / online
/ Apps / analysis
Crowdsourcing
Traditional / Digital Strategy Integration Of SaleConsumer voting / comments
Point / Kiosks / Shopper Marketing
Basic message integration
Edugaming / Advergaming Search engine marketingTechnical innovation stunts
Consumer journey mapping Promotions
Instore signage / installations / integration
StreamingLoyalty programs
Video / Audio
Database consolidation Custom events
Process automation Core idea focussed & links between actions
Intermediary Strategic Integration
Integrated marketing communications
Seeding Innovation Domain strategy
Isolated tactical actions Fully Integrated Planning
Strategic toolkits planning
Connection Process integration
Proprietary tools / interfaces Custom tools
Store in store
Social networks talkability tracking Simple Direct e.g.Search Engine MarketingConsumer Generated Content
Endomarketing
Channel planning E mail marketing
Web Analytics: Advanced Database mining and marketing
Cross-Media Measurements
Lead management
Communications platforms Party brands / equity
Target segmentation –Third
Integrating behavioural
In-store integration e.g. sales data Data analytics
eLearning / games / roleplay
Viral / Stunts
Logistics solutions
Attribution Analysis Basic Dashboards Ongoing plots e.g. Games / storytelling
Data driven insights Data Collection
Conversation tracking & mapping
Self serve configurators
Message segmentation Search Engine Optimisation
Data Modelling
Conversation projection / stimulate topics
Calendar of conversation topics / Story CMS (Content Management Systems)
Service Development
Search Engine Optimisation
Data projection
Product Research & Development
Advanced profiling segmentation – behavioural
Target
E-Learning basic
Emerging Content R&D
Behavioural / Automated profiling
Advanced optimisation Tactical hotsites / tactics
Product Development Test and learn structures Decentralised content distribution: existimng 3rd party sites / toolsRetargetting / remarketing
Yield management systems Open source content alliances
Behavioral & Contextual Targeting
Cross platform applications Advanced Dashboards
Contextual offers AD Network integration
Enterprise Solutions Loyalty programs
Database mining and marketing Basic direct response
V 3.1 4-10-11

28. Start by sorting the information……….
Tactics
Edugaming / Advergaming Promotions Point Of Sale / Kiosks / Shopper Marketing
Traditional Mass Media
Sponsorships / Product Placement Services / Apps / Gaming
Banner Advertising Desktop Tools - Softwares / Skins / Widgets Branded Content / (ARG)
Product Sampling
Search Engine Marketing / Paid Search Email Syndicated Content / Simulcasts Call Centres
Consumer Generated Content / Crowdsourcing
Micro Sites / Hotsites Web Sites / Search Engine Optimisation Social Marketing / Blogs / Call Centres / TelemarketingDatabase Marketing
Events Direct Marketing
Mobile / Wireless / In Car / Augmented Behavioural Targetting / Contextual Ads
Affiliate Deals / eCommerce
Viral Streaming Video / Audio
/ Stunts QR Codes / Mapping / Lacation Based
Strategies
Promotions Intermediary Strategic Integration
Integrated sponsorships / packages & Application: Advanced Design
Website
Value based Customer Relationship Strategy
segmentation
Dynamic messaging / optimisation
Customer journey mapping
Website Design Basicpackages / Ad networks
ConfiguratorsPRsimulators
/ integration Media
Basic Integrated digital / traditional Social integration Mass advertising campaigns
tactics – e.g. unified presentations
Simulation / Collaboration tools
Forums and events Site Maintenance
Content planning / architectures
Distributed Cluster
Content
Aggregation tools for comments / SEOtargeting
demographicContextual Targetingcapture / managementPlaybooks
Target segmentation -Behavioral links Toolkits &
& Data
Target Governance //–proprietary events
segmentation reporting roadmaps
demographic
Product experience Capability tools targeting
Demographic
Web Analytics: Adv.:-Viral Marketingmetrics learn
Clear success
Online WOM Analytics: Adv. testChain Integration Content versioning
Web Basic
Search and comments Crowdsourcing
Supply engine marketingTechnical Physical / online attribution analysis
Consumer
BasicCore idea signage / & links
message integration /between actions Integration innovation stunts
Traditional voting ConsumerDatabasemapping
Digital Strategy events
Instore focussed installations / journey consolidation / integration
Custom automation
Integrated marketing communications Processplanning Strategic toolkits
Isolated tactical actions Connectiontactics
Data interfaces
driven insights Seeding integration strategy
Innovation Loyalty Custom tools
Process Domain Integrated Planning
Proprietary tools / Tactical hotsites / programsStore
Fully
talkability tracking
Consumer Simple Search Engine Marketing in store
Endomarketing
Social networksChannel planning Generated Content Direct e.g. E mail marketing
Web Analytics: Advanced Database mining and marketing
Cross-Media Measurements
Target segmentation – platforms / equity
Integrating Third Party brands
Communications behavioural eLearning / games / roleplay Lead management
Decentralised content distribution:Behavioral 3rd party sites /
Logistics solutions existimng & Contextual Targeting
Data analytics
toolsRetargetting / BasicIn-store /Attributione.g. sales data
Ongoing plots e.g. trackingintegration Analysis
remarketing &response
Basic direct storytelling
Dashboards
Games
Message segmentation projectionConversationSearchData Collection
Conversation topics serve mapping
Self Engine Optimisation
/ stimulateE-Learning basic configurators
Calendar of conversation topics / Story
Service Development Target segmentation – behavioural Modelling
Advanced CMS Research &Engine Optimisation
Product (Content Management Systems)
profilingSearch projection Data
Advanced optimisation Development
Data
Emerging Content R&D
Product DevelopmentAutomated profilingstructures
Behavioural / source content alliances
Open Test and learn management systems
Yield
Cross platform applications
Advanced Dashboards
AD Network integration Contextual offers Enterprise Solutions
Database programs marketing
Loyalty mining and
V 3.1 4-10-11

29. Start by sorting the information……….
Tactics
Edugaming / Advergaming Promotions
Traditional Mass Media Sponsorships / Product Placement Point Of Sale / Kiosks / Shopper Marketing Services / Apps / Gaming
Banner Advertising Product Sampling Desktop Tools - Softwares / Skins / Widgets Branded Content / (ARG)
Search Engine Marketing / Paid Search Email Syndicated Content / Simulcasts Call Centres
Events
PAID
Micro Sites / Hotsites Web Sites / Search Engine Optimisation OWNED Generated/ Content / Crowdsourcing EARNED
Consumer
Social Marketing / Blogs Call Centres / Telemarketing
Database Marketing
Direct Marketing
Streaming Video / Audio Mobile / Wireless / In Car / Augmented Affiliate Deals / Behavioural Targetting / Contextual Ads eCommerce
Viral / Stunts QR Codes / Mapping / Lacation Based
Strategies
Content versioning Database consolidation / integration Physical / online attribution analysis Website Design Basic
Intermediary Strategic Integration Process automation Strategic toolkits Store in store Site Maintenance
Website & Application: Advanced Design Product Research & Development Web Analytics: Advanced Fully Integrated Planning Target segmentation – demographic
Customer Relationship Strategy Innovation Behavioral & Contextual Targeting Database mining and marketing Domain strategy
Customer journey mapping Data projection Cross-Media Measurements
Process integration Loyalty programs Search Engine Marketing
Value based segmentation In-store integration e.g. sales data
Social integration Custom tools Simple Direct e.g. E mail marketing
Dynamic messaging / optimisation Attribution Analysis Connection planning
Configurators / simulators
Data capture / management Mass advertising campaigns Distributed Content Communications installations
Instore signage / platforms
Traditional / Digital Strategy Integration Simulation / Collaboration tools Standard content formats Data driven insights Open source content alliances
Integrated marketing communications Toolkits & Playbooks Media packages / Ad networks Channel planning Behavioral & Contextual Targeting
Core idea focussed & links between actions Capability roadmaps Basic executional measurement Integrating Third Party brands / equity Emerging Content R&D
Ongoing plots e.g. Games / storytelling Endomarketing Demographic targeting Web Analytics: Adv. - Clear success metrics Custom branded content
Search engine marketing
DISCOVERY CONVERSATION
Governance / reporting tools TRANSACTION
Tactical hotsites / tactics
ENTERPRISE
Content planning / architectures Product experience / proprietary events
Cluster targeting Yield management systems Advanced profiling Calendar of conversation topics / Story (BUSINESS PROCESSstunts
(MASS MARKETING)
Isolated tactical actions (SOCIAL MARKETING) (PERFORMANCE MARKETING) Technical innovation
Basic Dashboards AND PRODUCT INNOVATION)
Behavioural / Automated profiling Aggregation tools for comments / SEO links Consumer Generated Content
Basic test and learn
Logistics solutions Contextual offers Conversation tracking & mapping
Decentralised content distribution: Conversation projection / stimulate topics
Data analytics AD Network integration Web Analytics: Adv.
existimng 3rd party sites / tools Proprietary tools / interfaces
Cross platform applications Database mining and marketing Data Collection
Target segmentation - demographic
) Consumer voting / comments
Self serve configurators Loyalty programs Search Engine Optimisation
Message segmentation Consumer journey mapping
Test and learn structures Online WOM : Viral Marketing Seeding
Target segmentation – behavioural Custom events
Promotions Basic message integration Advanced optimisation
Lead management Supply Chain Integration
Basic Integrated digital / traditional Social networks talkability tracking Advanced Dashboards
Basic direct response Crowdsourcing
tactics – e.g. unified presentations PR integration Service Development
Search Engine Optimisation Enterprise Solutions
Integrated sponsorships / packages Target segmentation – behavioural Data Modelling
Retargetting / remarketing Product Development
Forums and events eLearning / games / roleplay
V 3.0 28-8-11 V 3.1 4-10-11

30. Building blocks for digital experience
TRANSACTION ENTERPRISE
DISCOVERY CONVERSATION (PERFORMANCE
(BUSINESS PROCESS
(MASS MARKETING) (SOCIAL MARKETING) AND PRODUCT
MARKETING)
INNOVATION)
Productivity / UX /
Capture attention / Build afinity / Close sale /
Engagement /
Strategic function Create demand / Reduce barriers / Commerce /
Motivation /
Visibility Feedback / Agility Conversion / Efficiency
Stakeholder Confidence
Awareness /
Level of demand Consideration
Consideration / Intent Intent / Purchase Loyalty / Brand Love
Segmented groups / Segmented groups /
Targetting Collective / mass
cluster
Molecular / Individual
cluster
Usability Low / Medium Medium / High Extreme High
One way conversation Two way conversation
Two way conversation Two way conversation
(brand to consumer / (brand / consumer or
Interaction mode customer) consumer / customer)
(brand / customer) (brand / stakeholders)
Paid Earned Owned / Owned /
Content Distribution Distribution On demand On Demand
90% Distribution 10% Distribution 30% Distribution 10% Distribution
Budget 10% Content Creation 90% Content Creation 70% Content Creation 90% Content Creation
V 3.1 4-10-11

31. 4 Pillars of digital experience...
DISCOVERY CONVERSATION TRANSACTION ENTERPRISE
(BUSINESS PROCESS
(MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING)
AND PRODUCT INNOVATION)
BASIC CAMPAIGNS
ISOLATED TATICAL
Increasing sophistication
ACTIONS
WEBSITE DESIGN BASIC
SITE MAINTENANCE
ORGANISATIONAL
CAPABILITIES
INTEGRATED BRAND
BUILDING MARKETING
CRM
LOYALTY PROGRAMS
ECOMMERCE
CUSTOM TOOLS
SERVICE / PRODUCT
INNOVATION
Increasing sophistication
V 3.1 4-10-11

32. New options facilitating an investment shift from
demand generation to more persistent environments
Reach
Build Awareness Persistent environments
Building Block #1 Building Block #2 Building Block #3 Building Block #4
Building reach Building Rapid Building Frequency Continuity &
Push a message Reach `always on´ content
out to prospects Secondary Media
Internet
Internet Internet
Pay TV
Pay TV Social marketing
Weekly mag
Open TV Magazine Magazine
Cinema
Video Projects POS
PR
OOH Aps / Services
Email
V 3.1 4-10-11

33. Content Ecosystem. Paid, Owned & Earned
OWNED
CRM PROGRAM
NEWSLETTERS
SAC (DIGITAL)
ECOMMERCE
PACKAGING
EXTRANET
FEEDBACK
SAMPLING
SUPPORT/
COMPANY
HOTSITES
WEBSITE
EMAILS
APPS
DISPLAY MEDIA FORUM
PERFORMANCE
BLOGS
(OLA, SEM, CPR)
SPONSORSHIP / CROWDSOURCED
PROD.PLACEMENT CONTENT
DR, DM, EMAIL
REVIEW SITES
MKT
GAMES / TOOLS /
EARNED
WIKIPEDIA
SERVICES
PAID
MOBILE SOCIAL NET.
(ADS, APPS, SEM) SITES
ORGANIC
YOUTUBE
(SEO, PR)
AFFILIATE DEALS,
TWITTER
EXCHANGES
DIGITAL DISPLAYS
FLICKR/ PICASA
POS
PROMOTIONS & SYNDICATED
EVENTS, STUNTS CONTENT
ALL PLACES CONSIDER: WEB BROWSER, MOBILE BROWSER AND MOBILE APP
V 3.1 4-10-11

34. ..to build Detailed Consumer Ecosystem &
Experience
PUSH NOTIFICATIONS BLUE BOX SOCIAL INTEGRATION .COM
ACTIVATION
BE BE BE BE BE CE
BE UA UA
FB.COM/ FB.COM/MEMBERSPRO
@AMERICANEXPRESS YOUTUBE CURRENCY.COM
AMEX JECT
NEWS FEED. E-HUB
Distribution/Sy Deals UA
ndication
MYCA
PRIVATE MICRO
COMMUNITIES
MEDIA/DRIVERS
UA
BE UA
FACEBOOK.COM/ZYN
FB MEDIA ACTIVATION
(MTV, LIKE, SPIN)
“Like” C ZYNC CENTER ZYNC Tank
CE 89K FANS TO DATE
DIGITAL MEDIA
BE CE C UA
CE
ORGANIC
Incentive
(SEARCH, EDITORIAL, UGC) ENGAGEMENT HUB
C CE CE C
PERFORMANCE MEDIA
C CE
APPLY CENTER
DIRECT MAIL (CALL CENTERS)
CE
BROADCAST MEDIA
(TV, OOH, PRINT, RADIO)
DIRECT INDIRECT PROPOSED
CM P CM + P
34
V 3.1 4-10-11

35. Sophisticated work doesn´t just happen….clients
need to aligning capabilities
Integrated Marketing Communications
Marketing ecosystem
Knowledge
Objectives and Metrics
Product R&D
Motivation
V 3.1 4-10-11

36. You & Me: New roles & New competition
PAGE 36

37. Making sense of the new infomation....

38. What´s Changed for you?

39. Digital Darwinism.....make assumptions..strongest
strategy survives

40. Communication Planning Process –Disciplines
 Process stage
Vision
Market Segmentation
(Message Definition)
What To Say?
Consumer
Segmentation
Business / Marketing
Strategy
Communication
Strategy / Message
Segmentation
Engagement Platform
(Content Construction)
and Mechanic Ideation
How To Say?
Content Form and
Length Strategy
Content Interface
Needs
Channel Determination
(Content Distribution)
Where & When and
How Much
Activity Mix Formulation
Success Measurement

41. Communication Planning Process –Disciplines
Business strategy Integrated Message strategy Technology Connection strategy Content Metrics Discipline
Function organis- / Innovation strategy strategy specific
ational Planner execution
Portfolio Segment Corporate Brand / Campaign Engagemen Context Channel
strategy strategy
 Process stage strategy strategy Product t Strategy strategy strategy
Vision
Market Segmentation
(Message Definition)
What To Say?
Consumer
Segmentation
Business / Marketing
Strategy
Communication
Strategy / Message
Segmentation
Engagement Platform
(Content Construction)
and Mechanic Ideation
How To Say?
Content Form and
Length Strategy
Content Interface
Needs
Channel Determination
(Content Distribution)
Where & When and
How Much
Activity Mix Formulation
Success Measurement

42. Communication Planning Process –Disciplines
Business strategy Integrated Message strategy Technology Connection strategy Content Metrics Discipline
Function organis- / Innovation strategy strategy specific
ational Planner execution
Portfolio Segment Corporate Brand / Campaign Engagemen Context Channel
strategy strategy
 Process stage strategy strategy Product t Strategy strategy strategy
Vision
Market Segmentation
Strategic
Planning
(Message Definition)
What To Say?
Consumer
Segmentation
Business / Marketing
Strategy Message Planning
Communication
Strategy / Message
Segmentation
Engagement Platform
(Content Construction)
and Mechanic Ideation
Connection
How To Say?
Content Form and
Length Strategy Planning
Content Interface
Needs
Channel Determination
(Content Distribution)
Where & When and
How Much
Activity Mix Formulation
Tactical
Success Measurement Planning

43. Planning functions: Horizontal Cross Channel Lead
and Vertical Discipline / Core Competency
Business strategy Message strategy Connection strategy Content Metrics Technology / Integrated Discipline
strategy strategy innovation organisationa specific
planner l strategy execution
Portfolio Segment Corporate Brand / Campaign Engagement Context Channel
strategy
strategy strategy Product Strategy strategy strategy
Horizontal Planning
Ad agency
Media Agency
Comms Planning
Specialists
Digital Agencies
Consultants
Research Companies
Client In House
Mass Media Digital Digital Mobile Database Direct PR / Promotions Events Social Branding POS Design Trade
Comms Agency Advertising Infra- Agency Agency Marketing Corporate Agency Agency Marketing Agency Agency Agency Marketing
Vertical Discipline
Agency Agency structure Agency Comms Agency Agency
Agency Agency
Vertical
discipline
Planning
Execution
Measurement

44. The New Age Agency - New Specialised Positions
User Experience Engagement
Planning Planning
Technology
Media Creative
Connection Perfomance
Business Strategy & Insight
Planning Metrics Planning
Organisational
Planning (PM)
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45. New competitors.....collaborators...frenemies
DISCOVERY CONVERSATION TRANSACTION ENTERPRISE
(BUSINESS PROCESS
(MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING)
AND PRODUCT INNOVATION)
AGENCIES SOCIAL LISTENING
AGENCIES ECOMMERCE
MEDIA AGENCIES INFRASTRUCTURE /
SEEDING TOOLS SUPPLIERS
BUSINESS
CONSULTANCIES SPECIALIST FULFILMENT
CONSULTANTS SUPPLIERS DESIGN SHOPS
PLANNING
CONSULTANTSS PR BUSINESS BUSINESS
CONSULTANTS CONSULTANTS
IN HOUSE PLANNERS CORPORATE
COMMS CLIENT IN HOUSE MICROSOFT, IBM,
RESEARCH SAP, ORACLE ETC
SUPPLIERS CLIENT IN HOUSE OFFSHORE
MEDIA VENDORS EVENTS AGENCIES DM AGENCIES
PRODUCTION DM / CRM EXCHANGES
COMPANIES AGENCIES
V 3.1 4-10-11

46. Summary

47. Summary – 8 principles for success
1. We can´t generalise any more ..need to plan segmented
2. Tipping Points: Customer expectations being disrupted
3. Need to contextualise change for our prospect
4. Be organised: Conscious competence
5. You & Me: New roles & New competition
6. We need to build value added services to have a differential
7. We all need to be curious and proactive
8. New specialist career opportunities
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48. .. make yourself an indispensable partner
BRIAN CROTTY
EMAIL: BRIAN.CROTTY@DIGITAS.COM
MSN: BRIAN_CROTTY@HOTMAIL.COM
SKYPE: BRIAN.CROTTY
LINKEDIN, TWITTER, FOURSQUARE, TRIPIT, FACEBOOK, ORKUT, SLIDESHARE,
FEEDBURNER, WORDPRESS BLOG: BABELFISH............
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