Driving Business performance through digital & personalisation ANNELI RITARI-STEWART, MANAGING DIRECTOR YVONNE BALFOUR, CHIEF MARKETING OFFICER
The (Digital) Consumer
This has led to the emergence of a new economy
The Digital Economy
Disruption = Meeting Expectations
Marketing in the Digital Economy
How we do it
Designed and operated to COMPLEMENT and COLLABORATE through our ten network brands 35,000 people. 5 continents. 24 time zones Pioneering and delivering the most effective brand, media and digital communications solutions for our clients SEVEN Specialist Brands
Plus 55 Leading Local Brands
Ultimate Finance’s Transformation & Record Breaking Year
Our Vision We will provide UK SMEs with Good Funding by delivering trusted and flexible loan finance and supporting services through online and face to face relationships, achieving a profitable loan book of ÂŁ500M by the end of 2020
Objectives
Achieve positive ROI and prove that the direct-toconsumer model works
12
Launch the brand: “THE funding provider that takes the headache out of funding�
Position Ultimate Finance as the most credible alternativefunding provider
Increase traffic and quotes submitted by the right audience
Key Challenges
Transforming into a FinTech company
Finding the right audience
Building Trust
Strategy & Execution
Agile Performance Driven Model
Video
Press
Display
VoD
Content
PPC
Native
Social
Affiliates
Calibrate Resource & Budget To Most Effective Channels
Superior Audience Understanding Knowledge of funding and business level of risk
Target Audience Personas
Assessment based on demographics, attitudes & behaviours
Proxy Audiences
Research tools to assess media habits
Precise Targeting
Simon
‘Savy CEO’
Ed
‘Alternative funding customer’
Tim
‘Traditional bank customer’
Nancy
‘New to funding’
Align with trusted content across 3 key pillars Introduce
Assure
Convert
Video
Press partnership
Search Display
Display Social
Paid social
Content & pr
Affiliates
Drive brand awareness within target segment
Build credibility and trust within targeted segment
Capture segments at purchase stage and drive to conversion
And Use Precision Targeting To Serve Content
Right person
Right context
Right message
Personalised Dynamic Creative
Building The Brand ‘Good Funding’
Results
Ultimate Finance had a record breaking year of lending
47% increase in cash provided to UK businesses year-on-year
Client base increased by 32% year-on-year
Ultimate Loan clients increased by a massive 78%
Significant Increase in traffic, new users & quotes
New Users
386%
19,875 vs 4,093
*Results from Year 1 - from Feb 2016 to Feb 2017
348,22%
Sessions
Quotes
191%
311%
27,797 vs 9,566
699 vs. 170
We proved that the direct to consumer model works
Positive ROI
edinburgh@iprospect.com
Questions? anneli.ritari-stewart@iprospect.com
Digital Day 2018: Digitisation, Disruption & Data Hew Bruce-Gardyne Co-Founder, TVSquared
© 2018 TVSquared All Rights Reserved
Digital Day 2018
A Small Caveat
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The Role of TV
The Role of TV
“The Report of My Death is an Exaggeration” Global TV Ad Spend
TV vs. Digital Ad Spend 300
250
150
100
50
2019
2018
2017
2016
2015
2014
2013
2012
0 2011
U. S.
LA TA M M .E .
Digital
200
2010
$212B
TV Spend ($B p.a.)
C A AP
Eu ro pe
tvsquared.com
55M
135M
120M
166M
65M
85M 15M
The Role of TV
Trusted by Viewers …
tvsquared.com
The Role of TV
‌ and Brands Right association, right audience, trusted environment Brands, including P&G and Coca-Cola, have moved ad dollars back to TV due to digital issues with digital safety, transparency and fraud
Content Context Control
tvsquared.com
The Story of TVSquared
The Story of TVSquared
High Demand = High Growth 950
1,200
1,000 0.43% daily growth = 14% monthly growth =
Spot File Loads per Month
800
3.8x annual growth
490
600 R² = 0.9114
170
400
20 200
0 Oct 2012
May 2013
Nov 2013
Jun 2014
Dec 2014
Jul 2015
tvsquared.com
Jan 2016
The Story of TVSquared
Growth is great 1,200,000,000 1,000,000,000 800,000,000 600,000,000 400,000,000 200,000,000
Jun 2016
Feb 2016
Oct 2015
Jun 2015
Feb 2015
Oct 2014
Jun 2014
Feb 2014
Oct 2013
Jun 2013
Feb 2013
Oct 2012
Jun 2012
Feb 2012
-
tvsquared.com
The Story of TVSquared
Growth is great … but it does bring problems 1,200,000,000
4,500,000 4,000,000
1,000,000,000
3,500,000 800,000,000 3,000,000 600,000,000
2,500,000
400,000,000
2,000,000 1,500,000
200,000,000
1,000,000
Jun 2016
Feb 2016
Oct 2015
Jun 2015
Feb 2015
Oct 2014
Jun 2014
Feb 2014
Oct 2013
Jun 2013
Feb 2013
Oct 2012
Jun 2012
Feb 2012
-
500,000 -
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TV: A PerformanceMarketing Channel
Performance-Marketing Channel
Real-Time Measurement
Enhances Digital
Reach and Frequency
Optimisable
Immediate Action
tvsquared.com
Performance-Marketing Channel
Brands
OTT and tech brands are the fastest-growing group of TV advertisers. These six brands represent $500M in U.S. TV spend.
tvsquared.com
Successful, high-budget campaigns devote 66%+ of media spend to TV
For every ÂŁ1 spent on TV, a brand generates ÂŁ1.79 in profit
22% more impactful than Facebook; 24% more than YouTube
tvsquared.com
TV & Digital
TV & Digital
TV Drives Digital 90% of viewers watch with second-screen devices in-hand or nearby
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TV & Digital
Connected Ecosystem TV is a primary driver of search for advertisers. The minutes after a spot airs is when search activity spikes.
tvsquared.com
TV & Digital
2018 Ad Spend – Global
Digital
SEARCH
TV
20
40
60
80
100
120
140
160
180
200
220
240
Billions ($) tvsquared.com
The Future of TV
TVSquared
49
TV = All Things Video
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The Future of TV
TV Targeting – Beyond Age and Gender
Women 18-35
Urban Dwellers
$100K Medium Income
2+ Children
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The Future of TV
Analytics Beyond Attribution PREDICT AND ACT
UNDERSTAND Descriptive
Diagnostic
Predictive
Prescriptive
What happened?
Why did it happen?
What should happen?
What will happen?
`
Hindsight
Insight
Foresight
tvsquared.com
Advice for Disruptors
Digital Day 2018
Advice for Disruptors
•
It all starts with the product
•
Don’t let “perfect” be the enemy of “good”
•
Surround yourself with good people
tvsquared.com
hello @helenalangdon
so people started writing to us
they asked us to start a blog
and a newsletter
and finally, we got a Facebook account
1. Keep it personal
2. Make the hard sell interesting
3. Learn by doing
“
“
”
”
4. Be relevant
(but be relevant in your own way)
5. If you’re 70% sure, go for it
thanks for listening
What is data journalism?
It’s what data journalists do.
Where can we find important stories not being told by anyone else?
“Where do you get your data from?”
Can we help people find and explore useful information about where they live?
Can we do that without being boring or nerdy?
Local news for local people (and national news for local people too).
“Where do you get your news?”
“Is there a map with that?”
Since 2008, these are the homes sold for more than ÂŁ5m in the West Midlands
Here’s the whole of Wales
And here’s one London borough
People like postcodes
Long-form investigations
Working with partners
Robot journalism without the robots
Why do data journalists like data journalism?
Why do editors, owners and commercial partners like data journalism?
T H E D E V I L’ S I N T H E D ATA Exploring the “small” matter of consumer trust
Official Data Partner of Marketing Society Scotland
17%
of respondents said they deleted the Facebook app from their phone over privacy concerns.
35%
said they were using Facebook less than they used to over the privacy issue.
9% 76%
reported deleting their Facebook account altogether.
said they were "very aware or somewhat aware" of the Cambridge Analytica scandal.
}
}
THERE COULD BE more
}
}
IS IT just
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}
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Connections…
}
At Union Data we call this DATA SHARPENING, focusing on unleashing the creative power of data for the common good.
}
1 0
0 1
}
}
}
DATA CAN BITE YOU BACK.
THE COMBINATION OF DATA
THE DEVIL
EVERY TIME YOU USE IT,
WITH CREATIVITY IS
IS IN THE DATA,
THINK SHOULD I,
INCREDIBLY POWERFUL,
BUT DATA IS
THINK WHAT IF…
DO NOT LOSE SIGHT OF WHAT
NOT THE DEVIL.
WE ARE TRYING TO DO.
}
dma we are the
John Mitchison Director of Policy and Compliance john.mitchison@dma.org.uk
@john_mitchison @DMA_UK
dma we are the
EU GDPR The Devil’s In The Data John Mitchison
Who is the DMA? Largest marketing & communications professional body in Europe Connecting, enabling and inspiring our members Self-regulatory body for one-to-one marketing Shaping the future of the industry
Recognising innovation, best practice and excellence
dma we are the
What we do
dma we are the
GDPR: evolution not revolution
dma we are the
“
Sharing data is part of the modern society
”
69% Agree
Source: Foresight Factory / DMA / Acxiom | Base: 1047 online respondents aged 18+, GB, 2017 DMA
dma we are the
“
I would like more control over the personal information I give companies and the way it is stored
�
86% Agree
Source: Foresight Factory / DMA / Acxiom | Base: 1047 online respondents aged 18+, GB, 2017 DMA
dma we are the
“
I would like more transparency about how my data is collected and used
”
88% Agree
Source: Foresight Factory / DMA / Acxiom | Base: 1047 online respondents aged 18+, GB, 2017 DMA
dma we are the
Data exchange: Who benefits most ‌
Consumers
8% 7%
Businesses
80% 78% Source: Foresight Factory / DMA / Acxiom | Base: 1047 online respondents aged 18+, GB, 2017 DMA
dma we are the
Customer engagement 75% of consumers “expect organisations to understand their individual needs”
40% stated they’d be less likely to buy from a company who sends them multiple communications that are irrelevant and don’t meet their needs
59% of said they would unsubscribe from that company’s content if the offers they receive are irrelevant to their needs and preferences
Sources: IBM survey, http://www.mycustomer.com/feature/data/importance-building-data-driven-marketing-strategy/169669; Boxever survey “Grounded by Untargeted Marketing”, 2015
dma we are the
Drivers for data sharing: What entices consumers?
58% 30% Trust
Lower prices
30% Freebies
25% Known brand
20% Word of mouth
Source: nVision Research | Base: 912 online respondents aged 18+, GB, 2015 DMA
dma we are the
RNLI
dma we are the
Brewdog – Free Beer
dma we are the
Brewdog – Free Beer LinkedIn Outrage “It’s not free beer. You are paying for it with your data and with the tacit approval (and therefore encouragement) of contempt for the rule of law, corporate malfeasance and disdain for fundamental human rights. It’s actually very expensive beer.”
dma we are the
dma we are the
Data Protection is not just GDPR • ePrivacy to replace PECR • EU Commission published their proposal in January. • Final text by end of year (?)
dma we are the
GDPR and ePrivacy (PECR)
dma we are the
Data Protection is not just GDPR • Consent only – No LI or other legal grounds
• Cookies – No permission, no tracking
• Electronic communications – Email, SMS, Phone, OTTs and VoIPs
• Soft opt-in – Time restriction
• B2B dma we are the
– Consent required
ePrivacy - Cookies
dma we are the
“…we marketers are making an enormous error of product orientation. Just because we can do a much more advanced job of targeting, and just because it certainly makes marketing more successful, does not necessarily mean that consumers want any part of it. In fact, we can be certain that they do not.”
dma we are the
Mark Ritson
• 55% of British adults “hate the idea of personalised, targeted advertising” – YouGov.com March 2018 • Only 9% of Americans said they wanted to see more targeted advertising – Reuters April 2018
dma we are the
dma we are the
DMA Code: a Roadmap to Trust
dma we are the
GDPR Checklist
GDPR for marketers: Accountability
GDPR for marketers: The essentials
In partnership with
In partnership with
dma we are the
The opportunity for business “UK businesses should seize upon GDPR as the catalyst to transform their businesses into human-centric ones. They should use the GDPR framework as the foundation for an authentic and transparent relationship with their customers.�
dma we are the
dma we are the
John Mitchison Director of Policy and Compliance john.mitchison@dma.org.uk
@john_mitchison @DMA_UK
MARKETING SOCIETY SCOTLAND – DIGITAL DAY – TRENDS
@wearerom @si_watson
What percentage of the UK population do not trust social media platforms with their data?
75%
Source: YouGov Profiles 2018
85%
What percentage of the UK population do not trust social media platforms with their data?
75%
Source: YouGov Profiles 2018
85%
What percentage of people who work in the marketing industry think Trump’s UK visit will be good for relations?
15%
Source: YouGov Profiles 2018
26%
What percentage of people who work in the marketing industry think Trump’s UK visit will be good for relations?
15%
Source: YouGov Profiles 2018
26%
What percentage of people who work in the marketing industry think GDPR is a fun topic?
What percentage of people who work in the marketing industry think GDPR is a fun topic?
0%
How many of the UK population have invested in any type of cryptocurrency?
1.1 million
Source: Finders
2.2 million
How many of the UK population have invested in any type of cryptocurrency?
1.1 million Source: Finders
2.2 million
What percentage of the UK population think we should boycott the World Cup in Russia?
37%
Source: YouGov Profiles 2018
49%
What percentage of the UK population think we should boycott the World Cup in Russia?
37%
Source: YouGov Profiles 2018
49%
What percentage of people who work in the marketing industry are not confident about Brexit?
67%
Source: YouGov Profiles 2018
76%
What percentage of people who work in the marketing industry are not confident about Brexit?
67%
Source: YouGov Profiles 2018
76%
Which is the more commonly used digital assistant by the UK population
Google Assistant
Source: YouGov Profiles 2018
Amazon Alexa
Which is the more commonly used digital assistant by the UK population
Google Assistant
Source: YouGov Profiles 2018
Amazon Alexa
What percentage of the UK population think it’s helpful when celebrities talk about their troubles with mental health?
68%
Source: YouGov Profiles 2018
76%
What percentage of the UK population think it’s helpful when celebrities talk about their troubles with mental health?
68%
Source: YouGov Profiles 2018
76%
What percentage of people who work in the marketing industry would decline an invitation to the royal wedding?
31%
Source: YouGov Profiles 2018
19%
What percentage of people who work in the marketing industry would decline an invitation to the royal wedding?
31%
Source: YouGov Profiles 2018
19%
What percentage of the UK population think 1p and 2p coins should be scrapped?
40%
Source: YouGov Profiles 2018
51%
What percentage of the UK population think 1p and 2p coins should be scrapped?
40%
Source: YouGov Profiles 2018
51%
What percentage of people who work in the marketing industry probably won’t have a summer holiday?
34%
Source: YouGov Profiles 2018
22%
What percentage of people who work in the marketing industry probably won’t have a summer holiday?
34%
Source: YouGov Profiles 2018
22%
How many times per day does the average person in the UK touch their mobile smartphone?
Source: Business Insider
How many times per day does the average person in the UK touch their mobile smartphone?
2,617
Source: Business Insider
TECHNOLOGY OR How I Learned To Stop Worrying And Love Marketing
Theo Priestley Technology Evangelist/ Consultant Cynical Futurist
Twitter: @tprstly
@tprstly
18.7m U.S. homes are using a smart speaker. 50% increase between Dec 17 and Feb 18 driven by cheaper prices.
@tprstly
Virtual Assistants First and Second Line Assistance – Customers will meet a different face of your business before they meet you Contextual Knowledge Of The Customer – use the data you capture for relevancy (don’t just market to your customers with it!) Virtually Giving Away The Tools For Free – no excuse not to build for the future
@tprstly
Where Does Marketing Fit Into An Automated Society?
Automated B2B – B2C Marketplaces – the internet of things opens possibilities to reach consumers in new ways through automated transactions
Information Sharing Through Open Data Initiatives – data portals allow companies to work together by sharing relevant customer information for good
Contextual, Real-Time Knowledge Shared Between Suppliers and Buyers and Consumers
@tprstly
@tprstly
71% of users of voice related technology don't make a purchase through it. Of the 29% that do, purchases are mostly entertainment related.
@tprstly
Amazon sells over 70 of its own-label brands.
@tprstly
889 million monthly active users. 200m of them linking their WeChat account to bank cards. WeChat users buy movie tickets, book restaurants or hotels and make small payments using the app instead of cash or credit cards. Getting noticed on WeChat: Promotional Posts WeChat Advertising Online Stores Strategic Partnerships
@tprstly
System Shocked Bot-2-Bot is the new B2B - $16m savings projected at NAB through chatbot integration No More Front, Middle and Back Office – AI and Deep Learning allows businesses to automate complex functions (Lemonade)
Reality vs Hype - Neural Mesh, Skynet, Google Duplex
@tprstly
@tprstly
66% of adult Americans said they do not want tailored marketing. When martech and adtech was explained, that number rose to 80%.
@tprstly
Personalised marketing is not demonstrably more effective. Heavy buyers do not need to be marketed to constantly. You cannot annoy people into a purchase.
@tprstly
v-Commerce? Be v-Careful! Marketing and Advertising – Merging the physical and the virtual world to create new retail experiences v-Commerce – An entirely new way to shop, Audi car showrooms allow you to choose your car and virtually sit in it. Engagement – immersive and invisible environments with Augmented Reality, overlay product information.
@tprstly
v-Commerce? Be v-Careful!
Marketing and Advertising – Merging the physical and the virtual world to create new retail experiences v-Commerce – An entirely new way to shop, Audi car showrooms allow you to choose your car and virtually sit in it. Engagement – immersive and invisible environments with Augmented Reality, overlay product information.
@tprstly
Everything As A Service
@tprstly
Marketing Autonomy Drives Everything As A Service
You can customise every part of the process You can be updated in real-time Mass customisation - lot size of one Service becomes a Platform
@tprstly
People who buy cars take test drives. Making someone take a test drive will not make them buy a car.
@tprstly
The best marketing doesn't look like marketing.
@tprstly
The best marketing doesn't look like marketing.
@tprstly
FUNNELThe best marketing doesn't look like marketing. FUBAR
@tprstly
So Stop Worrying And Love Marketing