Mel Edwards - Modern Marketing

1. Modern Marketing
VIEN N A – SEPTEMB ER 2 0 1 5
Mel Edwa rds , Wunderm a n EMEA CEO

2. FOUNDATIONS TO DO THIS
1. Data now firmly placed at creative and technology ‘top table’
2. Principles of right message, right person, right time still apply
3. Adtech and programmatic means 1:1 is relevant everywhere
4. Build around a purpose that you can share with consumers
5. Connecting to culture, not just tailoring to the individual
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3. MARKETING IN TODAY’S AGE HAS TO BE
ABOUT CONNECTING BRANDS WITH
INDIVIDUAL CONSUMERS IN THE MOST
CONTEXUALLY RELEVANT AND EMOTIONALLY
MEANINGFUL WAY, WITH TECHNOLOGY AS
THE ENABLER

4. BUT YOU ALSO NEED TO ENSURE YOUR
BRAND IS BUILT AROUND THE INDIVIDUAL

5. THE MOST IMPORTANT INGREDIENTS
FOR MAKING THIS HAPPEN…

7. WHY THE TIME FOR DATA IS NOW
1. 70% of 3,500 surveyed in a Customer Engagement study say they’ll share information if
will help improve brand experience. (24/7 study, cited in DMNews, Aug. 2015)
2. Experience trumps all. 84% of respondents in a 2014 study said they’d pay 5% more for
a superior customer experience. (Find the Missing Pieces, white paper, Teradata, 2014)
3. “One-way push brand messages are replaced by perpetual multiway conversations …
from controlled to chaotic.”
4. Marketing is becoming a revenue driver, going deeper into the funnel and traditional
sales territory. 75% of marketers say they will be responsible for the end-to-end
customer experience over the customer’s lifetime by 2020. (The Rise of the Marketer,
The Economist, Intelligence Unit, 2015)
5. Today’s marketer combines operational and data skills with business strategy. Three
out of four cite digital and data as primary investments.
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8. Transform
services
Inspire
Better meet needs
Insight: one to one knowledge
of the customer
DATA CAN POWER MORE THAN RELEVANCE
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10. UNIFIED DATA IS THE NEW BLACK
MEDIA
BUYING
DIGITAL
EXPERIENCE
OMNI CHANNEL
CONSISTENCY
CUSTOMER
KNOWLEDGE
ACCOUNTABILITY
PROGRAMMATIC : ALLOW TO PERFORM TARGETED MARKETING REAL TIME REACTIONS
ACCORDING TO DIGITAL ACTIONS ON TRADITIONNAL DIGITAL MASS MARKET CHANNELS
ENGAGE CONSUMERS WITH PERSONALIZED CONTENT ACROSS ALL DIGITAL CHANNELS
AUTOMATE PERSONALIZATION VIA EMAIL, BRAND WEBSITE & SOCIAL PLATFORMS
BUILD A PERSISTENT VIEW OF INDIVIDUAL CONSUMERS
TRACK AND SYNCHRONIZE IN REAL TIME DATA FROM ALL TOUCHPOINTS
ENGAGE CONSUMERS CONSISTENTLY BY DISTRIBUTING DATA AND KNOWLEDGE ON AND
OFFLINE
DIGITAL INTERACTIONS,
SOCIAL SIGNALS,
CUSTOMER RELATIONS,
ON/OFFLINE PURCHASES,
…
TRACK THE PERFORMANCE OF THE GLOBAL MARCOMM & DIGITAL ACTIVITY IN 1 UNIQUE PLACE
DEMONSTRATE THE VALUE TO OPTIMIZE SPENDINGS
TURN
CONSUMERS INSIGHTS,
PERSONAS AND PROFILES
DEFINITION, PREFERENCES
MODELLING, RELEVANT
SEGMENTATIONS
INTO
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11. THE COMPLETE CUSTOMER JOURNEY
AWARENESS CONSIDERATION PURCHASE RETENTION ADVOCACY
PR
Radio
TV
Print Word of Mouth
Online Ads
Email
PPC
Social Ads
Reviews
Blog
Media
Direct Mail
Email
Aggregators
Agent
Website
Community
Forum
FAQ
Knowledge Base Promotions
Blog
Social Networks
Newsletter
TOUCH 2 TOUCH 5 TOUCH 7
@
EMAIL
1
2 MOBILE
SITE
ONLINE
DISPLAY AD WEBSITE
DIRECT
MAIL
CALL
CENTER
DIRECT
MAIL
SOCIAL
MOBILE
SITE
MOBILE
DISPLAY
ONLINE
DISPLAY AD
ONLINE
SEARCH
AGENT
DIRECT
MAIL
CONVERT
WEBSITE CONVERT
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12. ON TOP OF ALL THIS THE WAY
CONSUMERS DIGEST CONTENT MEANS
WE NEED TO CREATE CUT-THROUGH

13. via: internetlivestats.com
IN 1 SECOND

14. IN 1 SECOND

15. IN 1 SECOND

16. IN 1 SECOND

17. IN 1 SECOND

18. IN 1 SECOND

19. IN 1 SECOND

20. IN 1 SECOND

21. WORK THAT BRINGS THESE PRINCIPLES TO LIFE
1. Build around a purpose that you can share with consumers
2. Data now firmly placed at creative and technology ‘top table’
3. Connecting to culture, not just tailoring to the individual
4. Adtech and programmatic means 1:1 is relevant everywhere
5. Principles of right message, right person, right time still apply
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22. CREATE A SHARED IDEAL
UNDER ARMOUR

23. UNDER ARMOUR CHANGING THEIR IMAGE THROUGH ASPIRATION
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24. HELPING CREATE PRODUCT
THROUGH DATA
DIAGENETIX

25. DIAGENETIX HELPS FARMERS KEEPING THEIR BUSINESSES DEVELOP
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26. USING DATA TO CONNECT
EMOTIONALLY, RATIONALLY, AND
TRANSACTIONALLY
LAND ROVER

27. ‘DISCOVERY’ JOURNEY FOR CAR PURCHASE
share
watch a video
OEM sites
follow
third-party
sites
request a
quote
search
engines
Dealer
sites
compare
models
video sites
consumer
review sites locate a
dealer
radio
TV
+1research touch
points
on average
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28. LAND ROVER CUTTING THROUGH THE COMPLEX PURCHASE JOURNEY
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29. MAKING THE MOST OF THE
TECHNOLOGY YOU HAVE
ADIDAS

30. ADIDAS GOING FROM MASS COMMUNICATION TO CROSS CHANNEL 1-TO-1
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To grow sales and engagement (brand value)

31. A MASTER TEMPLATE CONSIST OF A GENERIC, COMMON TEMPLATE WITH A LIBRARY
OF CONTENT BUILDING BLOCKS
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Delivery
Content section
HeaderBody
1, ref: EC_Gold_Header_Part_Top_SE
2, ref: EC_Gold_Header_Part_Logo_SE
3, ref: EC_Gold_Header_Part_Menu_SE
4, ref:
Block library
(pre-configured)
Built-in blocks
Footer
1, ref: EC_Gold_Footer_Part_Main_SE
2, ref: EC_Gold_Footer_Part_Disclaim_SE
3, ref:
EC_GOLD_
HEADER_P
ART_TOP_
SE
Content_Image_Link
1, config: Content_Image_Link
2, config: Content_Text_Standard
3, config: Content_CTAButton_Standard
4, ref: EC_Promo_2014
Content_Text_Standard
Content_CTAButton_Std
rendering
Email
EC_Gold_Header_Part_Top_SE
EC_Gold_Header_Part_Logo_SE
EC_Gold_Header_Part_Menu_SEHeader section
Content_Image_Link
Content_Text_Standard
Content_CTAButton_Standard
EC_Gold_Footer_Part_Main_SE
EC_Gold_Footer_Part_Disclaim_SEFooter section
Body section

32. DYNAMIC CONTENT BLOCKS ARE USED “MIX-AND-MATCH” STYLE TO
BUILD THE DESIRED EMAIL
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33. ENABLING YOU TO CREATE MAXIMUM PERSONALISATION
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Kenneth A.
Nationality German
Age 16
Driver Idolization
+++
Example of a
Individualized e-mail
Content is selected
facilitated by rules in
Adobe Campaign
The Messi Apparel
Qualification
Downloads
When the magic started
Magic Messi Moves
Interactive interview
Competitions

34. CONTENT BLOCKS CAN EVEN BE CONFIGURED TO ORCHESTRATE THE
CUSTOMER EXPERIENCE ACROSS CHANNELS
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35. THE RESULT
• 32 markets and 26 campaigns live in Adobe Campaign
• US migration in progress & running according to plan
• New responsive template is now available for Adidas & Reebok
• 355.367.384 emails send outs since day one
• 89.961.255 email send outs in the last 3 months
• ROI: 10:1
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36. RELEVANCE OF OFFER
TO PERSON AND PLACE
MC DONALDS

37. MCDONALDS GERMANY GEO-LOCATION TARGETED MOBILE PUSH MESSAGING
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38. ENGAGE REAL INTERESTS AND
PASSIONS. CREATE CULTURE
NEWS UK

39. NEWS UK LEVERAGING DATA INSIGHT ORIGINATED CREATIVE IDEA/PROPOSITION
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40. PROGRAMMATIC NEEDS TO BE
HELPFUL NOT BIG BROTHER
JOHN LEWIS

41. JOHN LEWIS ENSURING THAT I DON’T FORGET THEM IN A HURRY
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45. THE ONE ESSENTIAL IN INNOVATION IS
CREATIVITY AND BRAVERY
CHECT

46. CHECT SAVING CHILDREN’S LIVES FUSING MOBILE AND PRINT TECHNOLOGY
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47. SOME THOUGHTS TO TAKE AWAY
1. Remember the brand purpose/shared ideal
2. Set an 70/20/10 innovation agenda:
- Spend small on tests that can transform capabilities
3. Measure and make sure results flow back to the business
4. Personalised services that make the customer’s life better are powerful CRM
5. Bravery, creativity and ambition
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48. Thanks
Mel Edwards
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Mel Edwards
EMEA CEO, Wunderman
mel.edwards@wunderman.com
+44 7766 236 506

49. DATA CAN POWER SERVICE INVENTION

50. CLEVER BUOY INTEGRATE DATA AND GPS TECH TO ALERT YOU OF DANGER
Integrate
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51. TREAT BUSINESSES LIKE PEOPLE
NOT BUSINESSES
IBM

52. IBM SHOWS THEIR VALUE THROUGH DATA AND REAL INTERESTS
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