how to market, research?...by van belleghem & de ruyck mix the level of attention &...
TRANSCRIPT
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How to market,
Research?
Erica van Lieven
Managing Director, Direction First
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INNOVATIVE METHODS RULED
THE #MRX INDUSTY
THE PAST 5 YEARS
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#MRX METHODS
THE BATTLE OF
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WHO
CARES…?
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BECAUSE ALL WE WANT IS
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MR Impact
Research survey
with 185
marketers and
insights
managers
RESEARCH ON THE IMPACT
OF RESEARCH
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RESEARCH ON THE IMPACT
OF RESEARCH
20 talks with
marketers and
insights
managers
RESEARCH ON THE IMPACT
OF RESEARCH
MR Impact
Research survey
with 185
marketers and
insights
managers
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THERE EXISTS A GAP
BETWEEN WHAT WE WANT
AND WHAT WE DO
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WE BRING INSIGHTS
TO LIFE
#1
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WORKS WITH
POWERPOINT REPORTS
LESS THAN
USES CREATIVE
REPORTING FORMATS
10%
86%
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#DATAOVERLOAD
“I’m so tired of getting
reams of data from
research work…I need
to know the key
learnings, and a high
level recommendation
on what I should do
next”
#UNDERAPPRECIATED
“Interesting
findings…but how
will these insights
change my
business?”
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LET’S
RETHINK HOW
WE SHARE
RESULTS
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WE CONNECT &
EMPOWER
#2
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92% BELIEVES RESEARCH
SHARING WITH COLLEAGUES
GENERATES INSIGHT WORTH
YET 65% SHARES RESEARCH RESULTS
THE ORGANISATION
EXTENSIVELY WITHIN
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ONLY
HAS AN INTERACTIVE
DISCUSS THE
1 in 5
WORKSHOP TO
RESULTS
#INDIVIDUALISTIC
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#BREAKINGTHESILO
“I usually only invite
people from my own
department, because
for them it’s most
relevant”“I think my colleague did
research about this
2 years ago…what was
that again”
#COLLECTIVEMEMORY
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“I usually only invite
people from my own
department, because
for them it’s most
relevant”
#EMPLOYEEIDEATION
“The inspirations from
consumers are
great…but what about
my own ideas?”
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“I usually only invite
people from my own
department, because
for them it’s most
relevant”
LET’S RETHINK
HOW WE
COLLABORATE
WITH INTERNAL
STAKEHOLDERS
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WE REALLY MAKE A
DIFFERENCE
#3
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BELIEVES RESEARCH
DECISIONS OF MARKETERS
SUCCEEDS IN CHANGING
THE ATTITUDES AND
45%
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BELIEVES RESEARCH
LEADS TO SURPRISING RESULTS
LESS THAN 1 IN 2
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#HABITCREATION
“These insights
are great, but we
tend to forget them
when we are
brainstorming or
having a
discussion…it’s
not in our
routines”
#DO1THING
“The insights are so
rich, but many of us
don’t know where to
begin”
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LET’S THINK
HARDER HOW
WE CAN HAVE
BUSINESS
IMPACT
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SHIFT OF ATTENTION:
FROM METHOD TO IMPACT
WE NEED A
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STRATEGIZE AS A
CONTENT MARKETER
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“A Six Step Content Marketing Model” (2012)
By Van Belleghem & De Ruyck
MIX THE LEVEL OF
ATTENTION & INTENSITY
WITH 3 CONTENT STREAMS
Updates: Pins of consumer
inspiration (e.g. a
consumer story)
Projects: Deep dive study on
specific consumer question
(e.g. customer journey)
Campaigns: Communication
of insights around a certain
theme, cross projects
(e.g. immersion week)
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FROM KNOWING RESULTS
TO EXPERIENCING IT
WHAT’S NEXT?
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FROM PROJECTS
TO HABIT CREATION
WHAT’S
NEXT?
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COLLABORATING
ACTIVATION STUDIO*
WWW.INSITES-CONSULTING.COM/STUDIO
THROUGH THE CONSUMER
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LET’S TURN
INSIGHTS
INTO
*[MEEM] a meme is an idea,
behavior, or style that spreads
from person to person within
a culture (Wikipedia.com)
memes*
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THANK
YOU!
Erica van Lieven
Managing Director
Direction First