timo kruskopf ja heikki karjaluoto: tappaako automaatio luovan markkinoinnin

TAPPAAKO AUTOMAATIO LUOVAN MARKKINOINNIN JA MITEN TYÖN

TEKEMINEN MUUTTUU?

Markkinoinnin professori Heikki Karjaluoto Jyväskylän yliopisto Toimitusjohtaja Timo Kruskopf Idea Developement ID Oy

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What is a big idea?

// WHAT’S THE BIG IDEA?

Multiple Audience Dimensions

// WHAT’S THE BIG IDEA?

Multiple Media Dimensions

Multiple Audience Dimensions

// WHAT’S THE BIG IDEA?

BIG

ID

EA

Multiple Media Dimensions

Multiple Audience Dimensions

// WHAT’S THE BIG IDEA?

We don’t sell chewing gum

•High Stakes

•Complex

•Specific

•Fragmented

•Long-Tail

// BUYER JOURNEY

Blogs

Comparison sites

Review sites

Social media

Online journals

Search

Info

grap

hic

s

Art

icle

s

Vir

al v

ideo

s

Pre

sen

tati

on

s

E-b

oo

ks

New

slet

ters

Po

dca

sts

Web

inar

s

Wh

ite

pap

ers

Dem

os

Tren

d r

epo

rts

Feat

ure

gu

ides

Cas

e st

ud

ies

Test

imo

nia

ls

An

alys

t re

po

rts

Pri

cin

g gu

ides

Awareness

Create demand

Interest

Search begins

Learn

Solutions identified

Evaluate

Solutions evaluated

against needs

Suspect Prospect MQL* SAL (telesales)

Justify

Shortlist assembled

SQL (acct man)

Purchase

Selection made

Customer

Marketing (Brand contact) Sales (Personal sales contact - nurturing process still automated)

6-12 month buying cycle EFM

// DEFINING THE BIG LONG IDEA

BIG•LONG•IDEA

1.An idea that can drive and sustain audience engagement across all forms of media, and through every stage of the business customer lifecycle

2.BBN’s proven methodology for developing effective, multichannel B2B creative that builds brand, drives demand and unlocks opportunity, everywhere it exists

Multiple Media Dimensions

Multiple Audience Dimensions

BIG

ID

EA

Time

Customer Aware

The Long Idea

Time

Customer Aware

The Long Idea

Multiple Media Dimensions

Multiple Audience Dimensions

BIG

ID

EA

Time

Customer Aware

The Long Idea

Multiple Media Dimensions

Multiple Audience Dimensions

BIG

ID

EA

Time

Customer Aware

The Long Idea

Multiple Media Dimensions

Multiple Audience Dimensions

BIG

ID

EA

Time

Customer Aware

The Long Idea

Multiple Media Dimensions

Multiple Audience Dimensions

BIG

ID

EA

// EVALUATING BIG LONG IDEAS – INTERNAL INPUTS

1. Is it contextually relevant?

To the brand, product and strategy/objectives

2. Is it positively different?

From competitors, comparisons and clichés

3. Is it multi-dimensional?

Across channels, audiences and stages

// EVALUATING BIG LONG IDEAS – EXTERNAL INPUTS

“The Three H’s” Heart

Holy $#!+

Head

Big Long Idea // IntraLinks

Time

Customer Aware

The Long Idea

Multiple Media Dimensions

Multiple Audience Dimensions

BIG

ID

EA

Target: Information Technology Target: General Counsel

In-App Ads

Mobile Display

Time

Customer Aware

The Long Idea

Multiple Media Dimensions

Multiple Audience Dimensions

BIG

ID

EA

• IDC: Secure, Compliant Collaboration in The Cloud

• Sharing Sensitive Corporate Documents Without Compromising Security and Governance

• Protecting Sensitive Information in Increasingly Distributed and Complex Value Chains

• Seeing Beyond the Tension: Resolving Security Conflicts Between IT and the LOBs

Virtual Town Hall

Acquisition Nurturing

CALA EMEA

Time

Customer Aware

The Long Idea

Multiple Media Dimensions

Multiple Audience Dimensions

BIG

ID

EA

We’ve got three years’ experience!

Ask me anything, just not if we sync with SharePoint.

24/7 service? When would we sleep?

Time

Customer Aware

The Long Idea

Multiple Media Dimensions

Multiple Audience Dimensions

BIG

ID

EA