New Innovation and marketing models are required to match the Digi times. We need to engage with the tools to creating Closer consumer connection opportunities.
11. Some inconvenient truths
“In most categories a brand’s market share is stationary”
4 out of 5 categories seen as increasingly homogeneous
3x $ spent on discounting as ‘brand building’ in fmcg
0.5% average click-thru rate for banners
Less than 1 in 10 ads seen as different
4% response rate successful in DM
Sources: Andrew Ehrenberg; Copernicus Consulting; McKinsey
32. If what we’re doing is right,
and if we give them the tools,
young people will do the marketing and
organising for us
(and be better at it than we are)
Source: William Owen, Made by Many, Vinspired: Everyone Working Together Presentation
40. “
In the slightly altered word of John F Kennedy’s inaugural address
...Ask not what your (community) can do for you,
Ask what you can do for your (community)”
Source: @Congbo
48. Where have we come from? Where are we going?
Messages Conversations
Big ideas, strategy & a lot of time Micro launches, insights, iterations
Audience & eyeballs Communities
Created by marketers Co-created with people
Controlling Empowering
Promises Actions
Static Dynamic
Transactional relationship Create communities of fans
49. The End Game
Sales
Retail Marketing
HR Media
Customer
Community
Customer Innovation
Service
Source: adapted by @armano,
visualisation by @michaelbatistic PR
Putting the customer at the heart of decision making