aquent/ama webcast: multidimensional brand marketing
DESCRIPTION
Today, Brand Marketing is a two-way process, with the company and consumer in constant dialogue. Marketers must now center their business around understanding- and responding to- every single touch point of the customer journey.TRANSCRIPT
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?
