what's next for decoupling: efficiency to effectiveness
DESCRIPTION
TRANSCRIPT
Old news old news
decoupling
unbundling
upstreaming
creative ideas mediamanual production
automation = efficiency and effectiveness
First a history lesson
a history lesson
Conservative / Don Draper
innovative... in parts
agency
decoupler
production-only pitches
An idea... hang on a minute, lads...
decoupler
agency
decoupler
agency
Party popper
maximum efficiency?
“you can’t talk about creativity
without
talking about
technology”
time
value
3
2
1cheaper
better service
automation
cheaper
faster
better
smarter production
scalable
tailored
compliant
reinvention
volume
cost
volume
cost
Smarter 2
tailored
Smarter 3avoid mistakes...and get your life back
Smarter 4
admin burden
nightmare
scary?
not marketers entrenched habits
no time
40a year 200 retailersx
8,000 ads manually produced
10,000 insertions
into an increasingly ineffective mediumsame product, same offer
weeks
creative ideas mediaintelligent
production
scalable + personalisation + compliance + reinvention
game changers
the future
a principle you know
optimising advertising
Marketing 22nd June 2011
manual production + slow results = delayed improvement
automated production + immediate results = real-time optimised marketing
problems solved
complexity
compliance
localisation & personalisation
accountability
cost
practical visionary
• share your pain
• align with marketing aims
• balance business needs with user needs
• all about people
• bite-sized chunks
• ask your incumbents
• include technology in RFPs
• be flexible
• demand technology to be flexible
• technology is strategic
do more for lessinevitablehuge opportunity
