2. Digital is not coming. It’s here.
More choices & technology. More confusion. Stick to the fundamentals.
Know your brand. Know your audience. Create alignment. Be authentic.
Digital is not a tactic. Have a digital strategy.
Hire for digital expertise. Expect more from your agencies.
3. Digital Marketing –
Current Landscape
“All digital marketing is brand building”
Marc Pritchard, Global Brand Building Officer
Proctor & Gamble
4. Top Marketing Challenges
1. Too many channels – too many choices
2. Data overload and confusion
3. Connecting and engaging with the target audience
5. Digital Marketing
By 2019, CMOs predict digital marketing will account for
more than 75% of the marketing budget.
Source: Accenture Interactive, 2014 CMO Survey
6. Digital Marketing
Source: Gartner, Inc., “Forecast Analysis: Enterprise Application Software, Worldwide, 1Q14 Update”, April 29, 2014
Gartner predicts that, by 2017, the CMO will have a
larger IT budget than the CIO.
12. Connected
Source: DigitaLBi
• 72% of smartphone users use their phone when
shopping in-store
• 40% will call friends to get an opinion
• 35% post photos of their prospective purchases for
‘feedback’ and decision reinforcement
13. Informed • 82% of online shoppers use the internet to
research products before making a purchase.
• B2B: 57%
Source: comScore and eTailing Group – Pulse of The Online Shopper, 2014. CEB 2014.
14. Demanding • 54% of consumers would consider
ending their loyalty relationship with a
brand if they were not given tailor-
made, relevant content and offers
Source: CMO Council
16. Mobility
Mobile is the “power-tool” for today’s consumers
Source: 2014 salesforce.com Mobile Behavior Report. Return Path 2014. ComScore 2014
• 51% of emails are being read on a mobile device
• 72% of US mobile phone users are smartphone owners
17. Innovation is creating new
touch-points that consumers
didn’t even know they wanted.
Devices
18. We Are Here
• New devices are creating even more channels
• The ‘Internet Of Things’, will be by far the world’s largest device market
Source: BI Intelligence Estimates
0
5
10
15
20
25
30
35
2013 2014 2015E 2016E 2017E 2018E 2019E
Billions
The Internet Of Everything Internet Of Things
Connected Cars
Wearables
Connected/Smart TVs
Tablets
Smartphones
Personal Computers
We Are Here
Devices
19. Collaborative Economy
• An economic model that let’s people get what they need
from each other using commonly available technologies
• Bypassing traditional corporations
Source: Crowd Companies. April, 2015.
• In the next 10 years, PWC predicts the Collaborative
Economy will grow from $15B to $335B revenue
20. Source: Crowd Companies. April, 2015
• 10 year old etsy. 19M active shoppers, doesn’t own a single factory or
showroom, had an IPO for $3.8B
• 8 year old Lending Club has issued over $7B in P2P loans, doesn’t own a
single bank, branch or ATM and is valued at $7B
• 7 year old AirBnB has over 23M guests, doesn’t own a single bed, bath
or bar, and is valued at $20B
• 6 year old Uber had 140M rides in 2014, doesn’t own a single taxi or
towncar and is valued at $40B
Collaborative Economy
21. Over 150 brands now partner with, sponsor, or buy-
out collaborative economy companies
23. Email
• Email is not dead
• 4.1 billion email
accounts. 5.2B by 2018
• Marketing automation
and CRM increasingly
critical tools for digital
marketing success
Social
26. But the average attention span has dropped
from 12 seconds in 2008 to 8 seconds.
Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press. 2014
27. Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press. 2014
. . . the average attention span of a goldfish
is 9 seconds.
29. How To Navigate The Digital World
• Activate Your Brand
– Know Your Brand & Know Your Audience
• Develop Great Brand Experiences
– Meaningful & Purposeful Communications
• Cultivate Ongoing Engagement
– Monitor, Innovate, Analyze and Optimize
30. The brand story your clients think they have may not be the same one that their customers are thinking. This is
where Long and Short of It can help. We use insights based solutions to provide clear strategic direction.
Branding
Brand elements connect the internal vision with the external
brand expression.
Strategic Planning
Measurable objectives, insights, strategy and tactics to achieve
the desired outcome.
Ideation
Structured brainstorming yielding many ideas and then
distilled into a short list to be tested.
Innovation
Design thinking process, tools, and methodologies to help create
new products, system, or solutions.
Customer Insights
Research to determine what customers are thinking, feeling
and doing.
Research
The cornerstone of everything; we employ all qualitative and
quantitative methods.
Sue Stabe / sue@lasoi.com / 330.730.5648
Let’s Discuss
Dean Ilijasic / dean@lasoi.com / 216.570.1719
Let’s Chat
Editor's Notes
Gen C are avid consumers, enthusiastic early adopters and passionate brand advocates, and when brands figure out the right way to engage them, they can become the biggest spenders, the most vocal supporters and the most influential opinion formers. In short, they could become your best customers.
Generation C, or Gen C, is a term coined by Nielsen and Booz Allen Consulting in 20101 to describe millennials. Now fast-forward today and they are now a true psychographic—not simply a demographic but a mindset that spans generations.
On average, 39% (with a range of 20% to 50%) of Gen C are aged 35 or over.
Moore’s Law. The price/performance ratio doubles every 18 months.
Nearly every industry and vertical is being developed through this new economic model:
Learning, Financial, Municipal, Corporate, Energy, Health & Wellness, Transportation, Logistics, Food, Goods & Services, Personal & Business Services.
Number of social channels:
Social:
Email:
Email is not dead.
That is a lot of content and we can only absorb so much of it.
The human attention span is falling
That is a lot of content and we can only absorb so much of it.
The human attention span is falling