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
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HelloMy name is Ray Velez.
@rvelez | @razorfish | #convergebook
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Multidimensional brand marketing
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The CONVERGENCE of technology, media and creativity allows us to imagine, create and enable customer experiences like never before.
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It’s more than creativity.It’s more than technology.It’s more than media and data.
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Creativity Technology Media (data) New Brand Experiences
+ + =
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Creativity comes from anywhere and everywhere
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Technology offers a new palette and fuels brand
experience
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Media allows for a conversation
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Creativity, Technology and
Media - operating within the context of
Business Strategy and
Insight.
Technology
Creativity Media
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How do we evolve to deliver the new customer experience? To operate within convergence?
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There are 5 principles to embrace.
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Put the customer at the center.Think of your brand as a service.
Reject silos.Act like a startup.Embrace diversity.
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Put the customer at the center.Think of your brand as a service.
Reject silos.Act like a startup.Embrace diversity.
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Your campaign must be structured around the customer.
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Your strategy must be based on data from actual customer activity.
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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
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Ticket Sales
Ancillary Revenue
Upgrades
Economy Comfort
Business Results
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Put the customer at the center.Think of your brand as a
service. Reject silos.
Act like a startup.Embrace diversity.
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You’re no longer in the business of selling stuff, you’re filling consumer needs.
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Put the customer at the center.Think of your brand as a service.
Reject silos.Act like a startup.Embrace diversity.
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By 2017, the CMO will spend more on technology than the CIO.
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The goal: create a 360° view of the customer.
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Put the customer at the center.Think of your brand as a service.
Reject silos.Act like a startup.
Embrace diversity.
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Employ agile methodology and rapid prototyping.
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The finish line is just the beginning.
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Put the customer at the center.Think of your brand as a service.
Reject silos.Act like a startup.
Embrace diversity.
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Ideas happen at intersections.
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Anthills inspire architecture.
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“Between 2008 and 2010, companies with more diverse top teams were also top financial performers. That’s probably no coincidence.”
-McKinsey Quarterly, April 2012
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How does the company need to change?
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Everyone serves the customer.
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Start thinking like product managers.
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Stop thinking in terms of
old stereotypes.
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Hire the next generation of
graduates.
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Questions?
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