keynote: "the digital future: highway to hell or stairway to heaven?"
Post on 12-Sep-2014
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Why are consumers so far ahead of marketers when it comes to integrating digital media into their daily lives? Why is it so hard to sell through digital programs in large and small marketing organizations? How can we show ROI in terms of customer acquisition and value, rather than try to justify it with eyeballs and click-thrus? What does it take to get CMOs to embrace and invest in digital for the long haul? How can we all get together on the path to digital success?Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, will share his view about how the current community of clients, agencies, and partners must change their mindset, approach and strategy if they are to avoid the roller coaster ride to digital hell. Using a wide variety of examples from consumer goods and business-to-business marketers around the world, Fetherstonhaugh will show how the stairway to digital heaven is not about shiny one-offs; it’s about making the most of behavioral data, employing disciplined testing, understanding the power of social media, and building a platform for the future.TRANSCRIPT
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
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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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THE DIGITAL FUTURE
BRIAN FETHERSTONHAUGHCHAIRMAN & CEO, OGILVYONE WORLDWIDE
IMEDIA BRAND SUMMITSEPTEMBER 14, 2010HIGHWAY TO HELL OR STAIRWAY TO HEAVEN?
57Monday, September 20, 2010