Rune Dalgaard
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DMA 2014 TAKE AWAYS
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• Chief advisor, Head of Branding
• +8 års erfaring med udvikling af brand identiteter, porteføljestrategi, integreret kommunikation og marketing
• Har arbejdet med kunder som Vestas, Arla, Udenrigsministeriet, Hummel, Mejeriforeningen, AS3, Grundfos og Codan m.fl.
• Tidligere strategisk direktør hos Kernel Global
• Ph.d. fra Informations og Medievidenskab, Aarhus Universitet og New School for Social Research, NY
BAGGRUND
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Agenda
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2 MEGATRENDS
MOBILE MOMENTS
KEY CHALLENGES FOR DATA DRIVEN
SCENARIE 2DMA AND CREATIVITY LOST…?
TWO TRENDS IN MARKETINGDATA AND VALUE
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DATA
(the talk of the town is data-driven marketing, not direct marketing)
MEGATREND NO. 1
How do we use data to target, personalize and ”engage” our audience?
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Content, services, utility branding, meaningful marketing…
MEGATREND NO. 2
How do we create value for customers in ’the age of the customer”?
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Mobile momentsTHE MOBILE MIND SHIFT, FORRESTER RESEARCH
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Forrester believes that, in 2015…leaders will use mobile to
transform both their customer experience and their business. They
will anticipate the needs of their customers and engage them at
exactly the right moment with the right content and services.
The mobile mind shift & mobile moments.
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Key takeaways
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Mobile interactions per day
far exceeds other media/channels
Understanding ’modes’ and ’contextual needs’ is
more important than customer journeys.
From messages and information to ’task accomplishment’
(services, utilities, content marketing, and so forth)
Marketeer challenge:
In which moments can my brand play a
positive role for our target audiences?
The talk and the walk…KEY CHALLENGES FOR DATA DRIVEN MARKETING
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FROM DATA TO INSIGHTS…THE MISSING LINK
CUSTOMER JOURNEYS…THE MISSING LINE
BUZZ WORDS AND REALITY…THE GAP
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TALK WALK
Personalization
Customer engagement
Seamless integration
Customer experience
& customer centric
Hi Peter, …
(and minor segmentation in
communication)
Blind retargeting e.g. Zalando
Vouchers, competitions, coupons etc.
Say what?
Silo challenge:
marketing, service, sales, operations
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CUSTOMER JOURNEYS…THE MISSING LINE
,
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COCKTAIL SHAKERFUNNEL ECOSYSTEM OF TOUCH POINTS
?
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FROM DATA TO INSIGHTS…THE MISSING LINK
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WE CAN TRACK YOUR BEHAVIOUR AND TAKE AIM
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BUT DATA DOES NOT TELL US ’WHY’ YOU DO WHAT YOU DO
Beyond the voucher
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How do we turn data into insights and
then into creative action in the form of
services, communiation and
marketing?
Not a data challenge.
Key challenge
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FROM DATA TO INSIGHTS…THE MISSING LINK
CUSTOMER JOURNEYS…THE MISSING LINE
BUZZ WORDS AND REALITY…THE GAP,
User journeys aren’t journeys in a funnel.
Use of data beyond occassion (when) and touch point (where) is
litmited. We are becoming better at behaviour but worse at
understanding motivations (real insights)
We are only a few steps into achieving what we are claiming.
Creativity at DMA…DATA IS WAITING FOR ITS SCORCESE
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CUSTOMER JOURNEYS,PROCESSEN INDTIL NU
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Sources/presentations from DMA
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