Download pdf - Transformation in Digital Advertising

#inTC13Gunther SchumacherWorldwide President & COOOgilvyOne Worldwide

@OgilvyOne

TRANSFORMATION IN DIGITAL ADVERTISING

This Is Not Your Customer

She

is Your

Customer

100%

Use social mediaSource: DHR International Survey in Forbes: “LinkedIn Is Preferred By Executives,” April 9th, 2013

A Changed Landscape

A Changed Landscape88% of business execs use LinkedIn often or very often (1)

61% of B2B marketers report leads generated by social media (2)

75% of tech decision makers engage with vendors through social media (3)

59% of tech decision makers are more influenced by social than by online media (3)

58% of decision makers turn to social media to learn from trusted peers (3)

Source 1: DHR International Survey in Forbes: “LinkedIn Is Preferred By Executives,” April 9th, 2013Source 2: eMarketer.com: B2B Social Media Lead Generation: Best Practices for 2013, August 20, 2013Source 3: BreakingGov.com “Why Social Media Networks are Gaining a Greater Role in IT Decisions” January 8, 2013

Social = Business

COLLABORATION

ADVOCACY

LIFETIME

TRANSACTIONS

I N D I V I D U A L}N E T WO R K}

Total Customer Value

G l o b a l S o c i a l L o y a l t y S t u d y

Country

USA

UK

Germany

France

Brazil

China

India

Indonesia

Mexico

UAE

South Africa

Category

Airlines

Banking

Cars

Face Care

IT Hardware

IT Solutions

Male Grooming

Telecom

TV’s

Softdrinks

&

Relative Likelihood to Engage Socially

0%#

100%#

200%#

300%#

400%#

500%#

600%#

0%#

10%#

20%#

30%#

40%#

50%#

60%#

70%#

Brazil'

China'

USA' UK

'

Germany'

France'

India'

Mexico'

Japan'

Thailand'

OVERALL'

Recommenders'NonDrecommenders'

0%

Impact of Social Engagement on Loyalty

0%#

100%#

200%#

300%#

400%#

500%#

600%#

0%#

10%#

20%#

30%#

40%#

50%#

60%#

70%#

Brazil'

China'

USA' UK

'

Germany'

France'

India'

Mexico'

Japan'

Thailand'

OVERALL'

Recommenders'NonDrecommenders'

0%


Recommenders: +15%

Non-Recommenders:+424%

Overall: +348%

!400%%

!200%%

0%%

200%%

400%%

600%%

800%%

!40%%

!20%%

0%%

20%%

40%%

60%%

80%%

Airlines%

Banking%

Cars%

Comm

s%Providers%

Face%Care%

IT%Hardw

are%

IT%SoluBons%

Male%Grooming%

SoE%D

rinks% TV

%

Overall%

Recommenders*Non,recommenders*

0%


!400%%

!200%%

0%%

200%%

400%%

600%%

800%%

!40%%

!20%%

0%%

20%%

40%%

60%%

80%%

Airlines%

Banking%

Cars%

Comm

s%Providers%

Face%Care%

IT%Hardw

are%

IT%SoluBons%

Male%Grooming%

SoE%D

rinks% TV

%

Overall%

Recommenders*Non,recommenders*

0%

Recommenders: +76%

Non-Recommenders: +337%

Overall: +402%


F I N A N C I A LS T R U CT U R A L

S O C I A LE M OT I O N A L

Use all 4 Bonds

F I N A N C I A L

- M E M B E R S H I P R E WA R D S

S T R U CT U R A L

- A N N U A L F E E

S O C I A L

- M E M B E R - G E T - M E M B E R

E M OT I O N A L- ” M E M B E R S I N C E ”

Example American Express

How to Navigate this World

WHAT YOU HAVE TO EXCEL AT

SEARCH SOCIAL MOBILE

PERFORMANCE MARKETING

E COMMERCE CONTENT

DATA & TECHNOLOGY

TRIGGEREVENTS

RESEARCH

SHOP &PURCHASEUSAGE

SHARE

Understanding the Customer Journey is Key

Can You ReadDigital Body Language?

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Can You ReadDigital Body Language?

LO C AT I O N

S I T E S

C O N V E R S AT I O N S

S E A R C H E S

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= Purchase Intent

Search Insights

Post-Play Interaction

Content/Development

Tagging and Optimizing Distribution Improved

Results

Listen & Observe before You Create

Invite your Customers to Participate

SMARTER CITIES

Technology = The New Creative

Talent Implications

Hire Diverse, Multi-dimensional Talent

Your Customers Choose the Channel

US Open - Engagement Ecosystem

Tell Engaging Stories

“You cannot bore people into buying your product...”

The World’s Smallest Movie

Recap

Capture individual and network value- understand each customer’s value

- create social bonds through participation

Capture individual and network value

Start with individual customer journeys- read digital body language

- let your customer choose the channel & journey


Start with individual customer journeys

Tell engaging stories- hire diverse, multi-dimensional talent

- listen & observe first, then create

- technology = the new creative


Start with individual customer journeys

Tell engaging stories

Questions? #inTC13

Thank You #inTC13