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Building a Better Brand Experience for the Connected Consumer - Social media Week 2015

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Building a Better Brand Experience for the Connected Consumer - Social media Week 2015

In an increasingly digitized world, where power is shifting to the consumer, brands are challenged to find new ways to connect with their audiences and put their products and services in a context that is relevant and useful to them.

In this presentation we explore how brands are successfully facing this challenge by leveraging creativity, technology and insights to create a unique and relevant experience for the connected consumer of 2015.

NB! Some videos and cases from the original presentation 24 February 2015 are not included.

Covered in this session:

How to be present and adapt when people are more connected than ever.
Why using social as a brand experience and rethinking your digital approach is crucial for companies.
Why brands work smarter and become more relevant through insights, technology and content.
How social media is transforming the future and how you should prepare as a business.

In an increasingly digitized world, where power is shifting to the consumer, brands are challenged to find new ways to connect with their audiences and put their products and services in a context that is relevant and useful to them.

In this presentation we explore how brands are successfully facing this challenge by leveraging creativity, technology and insights to create a unique and relevant experience for the connected consumer of 2015.

NB! Some videos and cases from the original presentation 24 February 2015 are not included.

Covered in this session:

How to be present and adapt when people are more connected than ever.
Why using social as a brand experience and rethinking your digital approach is crucial for companies.
Why brands work smarter and become more relevant through insights, technology and content.
How social media is transforming the future and how you should prepare as a business.

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Building a Better Brand Experience for the Connected Consumer - Social media Week 2015

  1. 1. Building a better brand experience for the connected consumer Social Media Week CPH – 24/02/2015 #SmwDLBi #Smwcph
  2. 2. MEET DIGITASLBI #SmwDLBi
  3. 3. 3 We are a transformation agency. We fuse creativity, technology and data to create powerful new connections between people and brands. #SmwDLBi
  4. 4. 4 USA & Latin America 3500 UK & MEA 1000 Nordics 250 Europe West 550 We work in a unified way, 7,000 people across 26 countries Germany 450 China & APAC 1100 #SmwDLBi
  5. 5. 5 Global engagements managed out of Nordics #SmwDLBi
  6. 6. Agenda for the day • How has marketing changed? • How are great brands working to connect with consumers? • How can insights inform your creativity? • Do YOU want to try a great brand experience? #SmwDLBi
  7. 7. @peraknudsen@madsbb #SmwDLBi Who we are… Per A. Knudsen Digital Media Strategist Mads Brandt Director of Media
  8. 8. MARKETING IS GETTING INCREASINGLY COMPLEX #SmwDLBi
  9. 9. Marketing 10 years ago #SmwDLBi
  10. 10. Marketing today #SmwDLBi
  11. 11. 11 So what does this mean to the modern day marketeer? #SmwDLBi
  12. 12. 12 Focus in 2014… …IS KING Mobile Content Formats Agile Local Social …
  13. 13. 13#SmwDLBi FOCUS IS KING!
  14. 14. THINK FIRST #SmwDLBi
  15. 15. “I wonder if my favorite brand of kitchen roll has a twitter profile I can follow.” #SmwDLBi
  16. 16. 16 .com PPC Campaign EMAIL MOBILE SOCIALSEO Just give me what I want! People don’t focus on touch points & disciplines - But they go through them #SmwDLBi
  17. 17. 17 If we look at media, borders are blurred: #SmwDLBi Social Search Search (Intent) News Feeds (Discovery)
  18. 18. Industries financial #SmwDLBi
  19. 19. #SmwDLBi
  20. 20. MARKETING HAS NEVER BEEN MORE UNDEFINED #SmwDLBi
  21. 21. DISRUPTION IS ALL AROUND US #SmwDLBi
  22. 22. Industries Formats BehaviorCompanies
  23. 23. #SmwDLBi
  24. 24. #SmwDLBi
  25. 25. #SmwDLBi
  26. 26. 26#SmwDLBi But, the noise on digital platforms are overwhelming
  27. 27. 27#SmwDLBi 9 seconds You have 6 seconds Attention span
  28. 28. #SmwDLBi
  29. 29. WE HAVE MORE OPPORTUNITIES TO CONNECT THAN EVER #SmwDLBi
  30. 30. CONNECT THROUGH RELEVANCE #SmwDLBi
  31. 31. 31 DATA INSIGHTS CONTEXT CONTENT Brand Relevance bridge I LOVE HATE THINK BELIEVE FEEL WISH Brand platform #SmwDLBi
  32. 32. #SmwDLBi
  33. 33. 33#SmwDLBi
  34. 34. #SmwDLBi GOING FROM ONE-NIGHT STANDS TO RELATIONSHIPS
  35. 35. #SmwDLBi How do we successfully extend the life of content?
  36. 36. Ideas factory Business as usual Campaign Three tiers of content Experimental Hygiene Iconic #SmwDLBi
  37. 37. Ideas factory Business as usual Campaign Three tiers of content Experimental Hygiene Iconic #SmwDLBi
  38. 38. 38 Commercial calendar & campaign planning Q1 Q2 Q3 Q4 Spring campaign Summer/Outdoor Preparing for the cold Christmas campaign #SmwDLBi
  39. 39. #SmwDLBi
  40. 40. #SmwDLBi
  41. 41. EXPLORE WAYS OF SCALING YOUR RELEVANCE #SmwDLBi
  42. 42. 42#SmwDLBi We all want to be Oreos. Real- time marketing machines.
  43. 43. #SmwDLBi CONNECT WITH YOUR INFLUENCERS
  44. 44. #SmwDLBi
  45. 45. MOBILISE YOUR ORGANISATION #SmwDLBi
  46. 46. 46#SmwDLBi 35 ambassadors 75K impressions 787 business leads In three months
  47. 47. REMEMBER YOUR OWNED PLATFORM #SmwDLBi
  48. 48. #SmwDLBi
  49. 49. EMPOWER YOUR RELEVANCE THROUGH INSIGHTS #SmwDLBi
  50. 50. FUEL YOUR CREATIVITY WITH INSIGHTS #SmwDLBi
  51. 51. #SmwDLBi 1 + 1 = 11 From Mad Men to Math Men
  52. 52. It starts with asking the right questions… #SmwDLBi
  53. 53. What do people search for? Who is talking and influencing? How are competitors performing? How is the content performing? How is the website performing? What are the trends? #SmwDLBi What are people talking about?
  54. 54. CASE Digging out insights #SmwDLBi
  55. 55. Create frameworks that empower analytics and can inform your business… #SmwDLBi
  56. 56. #SmwDLBi
  57. 57. “IF YOU UNDERSTAND THE CONNECTED HUMAN ACROSS EVERY TOUCH POINT, IT DOESN'T MATTER WHAT THE FUTURE BRINGS; YOU WILL BE READY FOR IT.” Avinash Kaushik, - Google digital marketing evangelist #SmwDLBi
  58. 58. Key take aways… • The marketing landscape is complex, but full of opportunities • Start with people and focus your efforts • Brands need consistent storytelling • Look for opportunities to include peers and colleagues • Insights mean better informed creative solutions #SmwDLBi
  59. 59. Feedback please: speakerscore.com/BMG6 1. Answer 4 quick questions 2. Share a comment or picture, if you like Q&A #SmwDLBi #Smwcph

Notas do Editor

  • For 100+ years, if someone said I need a campaign, everyone knew what they were talking about.
    Today, that is more complex.

    Adobe research shows that just 9% of marketers agreed with the statement “I know our digital marketing is working”.

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