365 DAYS NOT 360°

360

ALWAYS ON ASSETS & EXPERIENCES

WHO IS MANAGING THE CONSUMER JOURNEY?

WE ARE MOVING FROM A MODEL BASED ON CONTROL TO ONE BASED ON

ORCHESTRATION

BRANDS NEED A PURPOSE AND VALUE EXCHANGE TO WIN

BRANDS WITH A PURPOSE OUT PERFORM THE MARKET

Source: The Marketing 2020 - largest and most global marketing survey ever conducted. Supported by major advertisers bodies (ANA, ISBA, BVA/NIMA, UBA, ABA, Markenverband, OWM, CANA and WFA), Spencer Stuart, Forbes and Metrixlab.

Over 10,231 participants and 3,565 full survey respondents from 92 countries

Under Perform Over Perform

THINK BACKWARDS SYSTEMATICALLY

EARNED IS A FUNCTION OF PAID AND OWNED MEDIA

R2 CORRELATION = 91%

BRAND % SHARE OF PAID + OWNED BRAND EXPERIENCE

BR

AN

D %

SH

AR

E O

F EA

RN

ED B

RA

ND

EX

PER

IEN

CE

Source: ZenithOptimedia Touchpoints ROI Tracker

0

5

10

15

20

25

30

35

40

45

50

55

0 5 10 15 20 25 30 35 40 45 50

OPTIMISE THE SYSTEM NOT THE SILO

BETTER CONNECTED TOUCHPOINTS

NARRATIVE CALL TO ACTION TECHNOLOGY

MAKEYOURBRAND

:SIX STEPS

1. MINE INSIGHT FROM NEW SOURCES

2. FOCUS ON THE JOURNEY AND CONSUMER EXPERIENCE

3. CHANGE YOUR AUDIENCE PERSPECTIVE

4. EMBRACE A NEW KIND OF CREATIVITY

5. USE PURPOSE TO BUILD BIGGER LONGER IDEAS

6. MOVE TO AN ASSET-BASED MODEL

From reported behaviour To actual behaviour

1. MINE INSIGHT FROM NEW SOURCES

NON-BUYERS BUYERS

enjoy

aware

buy

acquisition of retention of

unaware consider

10% of traffic

30% of traffic

60% of traffic

• What do you know?

• What are the relationships between the stages?

2. FOCUS ON THE JOURNEY & CONSUMER EXPERIENCE

I want a phone that

looks good

Do I pay more to

Access Facebook

I could do with some advice

I wonder who gives me the best deals

What will I get as a Telefonica customer

I’ve just seen a better plan

How do I set up

All my contacts

I’ve placed my order, now what?

Do I have to register

I wish I could

Understand my billing

They can be slow to respond to price changes

Since 4am I have had no service! Can you help ?

I want to upgrade but found it confusing

If I need help

Will I get it?

Can I keep my number

3. CHANGE YOUR AUDIENCE PERSPECTIVE

FROM BULLSEYE AUDIENCES TO POINTS OF CHANGE

© Copyright ZenithOptimedia Group

4. EMBRACE A NEW KIND OF CREATIVITY

TWITTER HUMOURISTS APP DEVELOPERSCoding web, mobile, social

USERS THEMSELVESNearly everyone self-publishes now

BLOGGERSVerticals, Tumblr Stars

YOUTUBE TALENTCreators with true following

JOURNALISTSScaled armies ready to write

SEMI-PROSVideo, Animation, Image

MEDIA PARTNERSProfessional made-for-web editorial

DATA VISUALISERSInfographics, Tools

5. USE PURPOSE TO BUILD BIGGER LONGER IDEAS

REFRESHMENTOPTIMISM

6. MOVE TO CONTENT BASED MODEL

PURPOSE ‘BIG IDEA’ STRATEGIC TERRITORIES ACTIVATION

TO MAKE A DIFFERENCE..

IN CONCLUSION

THE ORGANISATIONAL CHALLENGE & PROCESS EVOLUTION

BRIEF – TRADITIONAL INSIGHT

ADVERTISING CAMPAIGN IDEAS

CHANNEL PLANNING

MEASURING ADVERTISING

BRIEF – ACTUAL BEHAVIOUR

ALWAYS ON BRAND COMMUNICATIONS

ACTIVATION PLATFORM

OPTIMISING ECOSYSTEM

FROM TO

SILOED MARKETING STRUCTUREINTEGRATED, CONSUMER JOURNEY MARKETING

STRUCTURE

THANK YOU