Archive for the ‘ Agency ’ Category

Santa brand book

Santa brand book

“If you were in any doubt about Santa’s brand values, this brand book will put you straight. I believe every child from the age of 3 upwards should be given this to read and learn off by heart.

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“Santa is a Concept, not an idea. It’s an Emotion, not a feeling. It’s both Yesterday and Today. And it’s Tomorrow as well.” This is a stupidly awesome idea by the Quiet Room.”
The Belief Vortex – Competitive Analysis:
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Body Language Guide – USG Unique Selling Gestures:
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Merry Xmas!
Chris
Advertisements

Real-Time Marketing

6 Steps to Real-Time Marketing – Dachis Group

Real-time Marketing (RTM) is “on-the-fly” participation by brands in the events, topics, and ideas trending at that very moment among target audiences online.”

According to a eMarketer report, 53 percent of the marketers surveyed plan to make greater use of real-time data in their 2013 marketing campaigns.
use-of-real-time-data-in-marketing-campaigns-in-20131

A comparison of 2010 stock prices reveals that, on average, the publicly traded Fortune 100 companies that engage in real-time communications beat the S&P 500 stock index while the others, on average, underperformed the index.
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“In order to become more real-time, brands must build the workflow and business process to efficiently and effectively execute on marketing tactics in a matter of hours – not days. This is a substantial transformation.

The 6 Steps to Real-Time Marketing

  1. Trend Identification – Identify and select trends for brand participation.
  2. Content Creation – Create brand appropriate content for real-time insertion.
  3. Brand Approval – Enforce brand standards and legal requirements. Approve content for distribution
  4. Content Publication – Schedule and coordinate real-time marketing tactics
  5. Content Moderation – Monitor community response, engage with positivity, deflate negativity
  6. Measurement – Measure performance of real-time marketing tactics. Generate reports and insights to aid optimization of future efforts.

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True real-time marketing should also be oriented at the specific conversations of target audiences that are most important to a brand. Attempting to participate in general trends is great, but global trends are a crowded and noisy place – as we saw with the royal baby conversation. For every one Oreo tweet from the Super Bowl blackout, there are 100 attempts at real-time marketing that disappear without a sound (or a re-tweet).”
Oreo-Royal-Baby-Tweet

Addition, 29.09.2013: The most re-tweeted post from a Brand…EVER! 40k retweets and counting…(famous Oreo SuperBowl Light-Out Tweet has less than half):

Nokia Twitter Apple Realtime Marketing
Examples of bad RTM.

To get more details on how to implement real-time marketing in your organization, download this Dachis Group whitepaper here.

Nokia’s Digital Transformation

My Speaking Engagement at ad:tech, London.

The Innovation & Transformation Team in Nokia’s Global Marketing Group is identifying, nurturing and expanding key capabilities and areas of expertise across the marketing organization. In addition, turn-key innovations are identified and converted into best practices.

My role is focusing on the areas Digital, Social and CRM and leverage my extensive experience of Digital Transformation work from my time in Microsoft and Nokia Southeast Asia & Pacific to further extent Nokia’s global Digital Marketing leadership.

This short presentation was part of my moderation of the ad:tech London panel ‘Digital Is The Bigger Picture: When Will Brands Catch Up?’ with Emma Durant (Global Marketing Strategist, Lionbridge) & Jonathan Allan (Sales Director, Channel 4) on 19.09.2012.

1.4 GB of Insights

Free Research & Presentations on the A3 SkyDrive

Advertising People Are Not Normal

Infographic Confirms It | Co.Create


Customer Engagement Agencies

The Evolution Of CEA – Forrester Research

As the demand for customer intelligence CI from business stakeholders grows and more organizations increase their CI maturity, organizations’ marketing agency needs have also changed.

The Emerging Customer Engagement Agency Landscape

A few traditional marketing services providers have recognized this need and are investing in services ranging from strategy development to creative execution to media buying. In this report, we explore the evolution of this model and provide a look ahead at the new customer engagement agencies.

HD Marketing

Sharpening the Conversation – The Team and Tools You Need to Market in an Increasingly “Digitally Savvy” World

How do marketer capabilities and relationships need to change as disruptive technologies transform the marketing value chain?
Booz Allen and Hamilton jointly with the ANA, the IAB and the AAAA conducted this study in 2010 with 250 marketers and 75 industry experts. Together, they identified the ways in which the complex media environment is reshaping the marketing ecosystem. And they spotlighted the priorities, capabilities, and partnerships that will be increasingly required across the marketer-agency-media value chain. Here the 6 key trends (% mean agreeing survey participants):

1. Marketing as Conversation. Listen, facilitate, and create advocacy. Marketing is less about pushing messages at consumers and more about co-creating experiences with consumers.

  • The message is only one input to a conversation
  • New digital tools for expression have dramatically expanded their power of voice
  • Advocacy is a more important marketing objective than awareness (+50%)
  • Marketing will be about leveraging and activating consumer groups — turning consumers into prosumers: Brand evangelists, equipped with the right tools and motivations, can be the new 30-second spot
  • Consumer insights are more important now (80%)
  • Generations have shortened from a 10 to a 3 year time frame
  • Currency of consumer segmentation and insight has evolved again—first was demographics, then psychographics, now “behavographics.”
  • Ethnographyshould be part of the marketer’s tool kit (30%)

  • Kevin George, a GM/VP Marketing at Unilever (Axe), says:
  • Observing what customers actually do, rather than what they say they do
  • Changed the culture to one that actively encourages taking risks
  • Start by defining the type of experience we want consumers to have with our brands, then determine the right media channels that deliver that experience
  • More and more digital channels are the best for creating that two-way dialogue
  • The most important thing is that we don’t let the technology drive the strategy
  • Focus from the very beginning on creating a conversation about your brand between consumers, not just brand to consumers
  • Work with retail partners to develop execution strategy two years before launch. That has changed with retail, and it is changing with media companies

2. Media: The New “Creative.” Marketing message distribution—timing, context, and relevance—is as important as creative execution.

  • Media sourcing becomes automated
  • Experimental budgets, media innovation funds, and experimental line items are becoming standard practices.
  • Reduce up-front spends
  • Monitor and adjust both media buys and creative messaging in real-time
  • Media mix should be adjusted every 36 hours
  • Media sourcing will look like the equities market in five years (+50%)
  • ~15% of your budgt for experimental budgets and media innovation funds are critical
  • Centrally controlled innovation fund (25%) with “venture capital–like model”

3. Marketing + Math. Data quality, quantity, and accessibility have brought math to marketing. New digital tools, predictive models, and behavioral targeting will turn insight into foresight.

  • Need integrated databases and PhDs in statistics, quant jocks, engineers & rocket scientists
  • Marketers now all have to understand the power of algorithms
  • One centralized database that overlays CRM, media behavior, and creative effectiveness with granular levels of sales information (80%)
  • Technology, data capabilities, and speed will establish competitive advantage

4. Mind the Gap. Marketing spending in digital media is far from commensurate with consumer behavior shifts—when will the divide between traditional and nontraditional media end?

  • The gap is significant, and it is growing
  • Digital media presents marketers with unique opportunities to engage consumers, generate data, and establish relationships
  • Organizational barriers also contribute to slower change

5. The “Digitally Savvy” Organization. Technology without an aligned organization, the right talent, and a progressive culture is inadequate. Functional skills are rising to the level of brand strategy.

  • Stymied by lack of senior organizational support (+50%)
  • Functional capabilities have become more important across all sectors
  • Recruiting talent with adequate digital knowledge is of top concern

6. The Network Effect. Partnerships and collaboration among agencies, media companies, and marketers will grow in number and depth. New players will assume important roles and continue to reshape the value chain.

  • The entire agency model ‘value network’ is based on the value of an idea, and each agency wants to protect, block, and own that idea
  • Marketers must act as integrators
  • Media and creative agencies should be rebundled, but there is little consensus on the appropriate type of agency to play the lead role (75%)
  • The race to own technology, data, and talent

Here you will find the nature and extent of the changes required.