timo kruskopf ja heikki karjaluoto: tappaako automaatio luovan markkinoinnin
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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