aquent/ama webcast: multidimensional brand marketing

HelloMy name is Ray Velez.

@rvelez | @razorfish | #convergebook

Multidimensional brand marketing

The CONVERGENCE of technology, media and creativity allows us to imagine, create and enable customer experiences like never before.

It’s more than creativity.It’s more than technology.It’s more than media and data.

Creativity Technology Media (data) New Brand Experiences

+ + =

Creativity comes from anywhere and everywhere

Technology offers a new palette and fuels brand

experience

Media allows for a conversation

Creativity, Technology and

Media - operating within the context of

Business Strategy and

Insight.

Technology

Creativity Media

How do we evolve to deliver the new customer experience? To operate within convergence?

There are 5 principles to embrace.

Put the customer at the center.Think of your brand as a service.

Reject silos.Act like a startup.Embrace diversity.

Put the customer at the center.Think of your brand as a service.

Reject silos.Act like a startup.Embrace diversity.

Your campaign must be structured around the customer.

Your strategy must be based on data from actual customer activity.

Data driven customer experiences

DemographicGender/AgeHH IncomeFamily Size

Education/OccupationHomeowner

Flight ActivityAverage FareTickets/Year

Paid First & UpgradesCoach & Discounts

Award Tickets

LoyaltyTenure

Medallion LevelFuture Status

HVC

Distributiondelta.com

OTAReservations/agency

CorporatePartner Airlines

Ticket Sales

Ancillary Revenue

Upgrades

Economy Comfort

Business Results

Put the customer at the center.Think of your brand as a

service. Reject silos.

Act like a startup.Embrace diversity.

You’re no longer in the business of selling stuff, you’re filling consumer needs.

Put the customer at the center.Think of your brand as a service.

Reject silos.Act like a startup.Embrace diversity.

By 2017, the CMO will spend more on technology than the CIO.

The goal: create a 360° view of the customer.

Put the customer at the center.Think of your brand as a service.

Reject silos.Act like a startup.

Embrace diversity.

Employ agile methodology and rapid prototyping.

The finish line is just the beginning.

Put the customer at the center.Think of your brand as a service.

Reject silos.Act like a startup.

Embrace diversity.

Ideas happen at intersections.

Anthills inspire architecture.

“Between 2008 and 2010, companies with more diverse top teams were also top financial performers. That’s probably no coincidence.”

-McKinsey Quarterly, April 2012

How does the company need to change?

Everyone serves the customer.

Start thinking like product managers.

Stop thinking in terms of

old stereotypes.

Hire the next generation of

graduates.

Questions?

Thank youray.velez@razorfish.com

convergebook.com | #convergebook