keynote: "the digital future: highway to hell or stairway to heaven?"
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THE DIGITAL FUTURE
BRIAN FETHERSTONHAUGHCHAIRMAN & CEO, OGILVYONE WORLDWIDE
IMEDIA BRAND SUMMITSEPTEMBER 14, 2010
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HIGHWAY TO HELL
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HIGHWAY TO HELL
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More Innovation!
MoreAccountability!
THE MARKETER’S HOT SEAT
4Monday, September 20, 2010
THE MARKETING CONFIDENCE GAP
Source: eMarketer 2008, EdisonMedia Research 2008, MRI 2008, Nielsen Media Research 2008, Neo@Ogilvy Media Analytics, PricewaterhouseCoopers LLP, Wilkofsky Gruen Associate. November 2009 Report.
% Consumer Time Spent Online % Advertising Dollars Spent Online
0%
10%
20%
30%
40%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
The Marketing Con!dence Gap
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Wheee!
Wow!
Yaaay!
• One-off mentality
• Perpetual start-up mode
• Chasing the next shiny object
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HIGHWAY TO HELL
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STAIRWAY TO HEAVEN
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STAIRWAY TO HEAVEN
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•Mindset
•Pathway
•Platform
•Discipline
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THE RIGHT MINDSET
Four Ps
Product
Place
Price
Promotion
Four Es
Experience
Everyplace
Exchange
Evangelism
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CREATING THE STAIRWAY TO HEAVEN
START HERE
TIME
•Digital Ambition
•Customer Journey
•Platform Choices
PILOT TEST #1
ADD TEST #2
OPTIMIZE #1
ADD TEST #3
OPTIMIZE #1, 2
ADD TEST #4
OPTIMIZE #1, 2, 3
PHASE 1 PHASE 2 PHASE 3 PHASE 4
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“Stop the campaignery.”
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© 2009 IBM Corporation © 2009 IBM Corporation
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IBM Wimbledon SEER 2010
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Button TextButton Color
Link & Text
log-in button
Number of Offers
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Original Optimized
+15%
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Am I doing the best for my baby?
The universal insight
It all starts with Mom
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GSI Consumer Intent Model 2009Personas
Understanding Mother’s Journey
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Friends & Family
Social Search & Blogs
SocialNetworks
Websites
e-Commerce
We need to focus on Mom, not just websites
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A creative platform that grows with mum and baby.
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Mobile apps
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WHERE WILL YOU LEAD US ?
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STAIRWAY TO HEAVEN
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HIGHWAY TO HELL
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brian.fetherstonhaugh@ogilvy.com
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THE DIGITAL FUTURE
BRIAN FETHERSTONHAUGHCHAIRMAN & CEO, OGILVYONE WORLDWIDE
IMEDIA BRAND SUMMITSEPTEMBER 14, 2010HIGHWAY TO HELL OR STAIRWAY TO HEAVEN?
57Monday, September 20, 2010
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