Gawain Owen Digital Strategy Director
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Empowering Brands Digital Maturity & In Housing. Digital Day 2019
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Gawain Owen Digital Strategy Director
19 years of digital experience starting at a publisher Brand perspective on digital transformation. Nestle & Diageo in local / global roles Agency experience working with global brands delivering digital transformation with transparency at the core
Digital Day 2019
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In 2019: The customer demands a unique, personal, authentic experience with brands. Deeper connection and willing to share opinion from the companies they interact with. In other words: Personalised Consumer Engagement (PCE) at scale with a voice! Digital Day 2019
Reaching your audience has never been easier‌
Media Fragmentation Explosion of touchpoints and rising expectations
Data Explosion Mass of information from devices, servers and the cloud
Or more difficult
Digital Day 2019
Digital Disruption Companies rushing to reinvent themselves
For many of us this can be daunting Where do I start?
What does great look like?
How do I deliver change? Digital Day 2019
What’s the role of my agency partner?
Agency of the future: Survival of the fittest Why change is happening now for agency models Four changes that can save the agency business model Digital Day 2019
In conclusion: - Consumer demands more personalised communication. - What is your Digital Maturity in 2019? - What is the desired operating model for your company?
Digital Day 2019
What is your level of Digital maturity?
Digital Day 2019
Maturity Framework
Nascent
Emerging
Understanding how Data can be used to improve your media performance
Understanding how tech can supercharge your data strategy, providing uplifts to marketing and the bottom line
Measure
Digital Day 2019
Connected
Multi-Moment
Helping you integrate your business’s data to accelerate this even further
Insight
Finally using technology to automate this process
Activation
Maturity Framework Maturity
47%
Assessment of participants (%)
42%
8%
Archetype of maturity
Simple campaign-based execution
Source: BCG Digital Marketing Maturity Study, 2018 Digital Day 2019
2% Some use of owned data in automated buying
Data integrated and activated across channels
Dynamic customer journeys toward business outcomes
Your Digital Maturity
Digital Maturity Example - Today and by the end of 2019
Nascent
Emerging
Client owns the technology but no change in the media output. E.g. setup, optimisation and audiences by connecting GMP
Clearly defined operating model due to ownership of GMP and being optimised by agency partner
Measure
Digital Day 2019
Connected
Multi-Moment
Consolidated media buying with low audience overlap due to understanding of user journey. Capabilities within brand dependant on needs.
Insight
Audience based buys using pre described channel lists in YouTube/Trusted Marketplace whilst using the GMP to deliver consumer insights for refinement of brand strategy
Activation
Key considerations for In housing.
In Housing is a reality in 2019 Be clear on your desired operating model Deploy your desired operating model with trusted partners Demand a transparent media supply chain
Digital Day 2019
Companies who have spoken about In Housing
Digital Day 2019
More companies now have in-house agencies In-House Agency Penetration
Q. Does you company currently have an in-house agency? An ‘in-house agency’ is defined as a department, group or person who has responsibilities that are typically performed by an external advertising or other MarComm agency. For the purposes of this survey, an internal PR function is not part of our definition of an in-house agency, Digital Day 2019
Brands STILL work with external agencies Q. Do you work with external agencies?
Digital Day 2019
Be clear on your desired operating model
Digital Day 2019
‘In-House’ means different things based on clients’ digital maturity The “in-housing spectrum”
The “digital maturity framework”
Evolution of the Advertiser Service Model AT MINIMUM: Direct contracts for technology/Agency Login
Naming conventions, Advertiser defines brand safety/viewability. Upskilling
OUTSOURCED
Nascent
In House capability to challenge/understand planning/execution. Owns pub deals where appropriate
OWNED
Emerging
Connected
AT MAXIMUM: Direct contracts AND ownership of execution
OWNED AND OPERATED
Multi-Moment
Reasons to in-house Finance
+ + + +
Digital Day 2019
Greater Fee Transparency Operational Transparency Incentive to Perform Supply Chain Management
Strategic
+ + + + + +
Control of Technology Support Agnostic Full Time Staff Control Data & Usage Roadmap Ownership Media Accountability
Operational
+ +
Direct Contract with Vendors All decisions owned by brand
In-housing isn’t for everyone Finance
－ －
Potentially higher tech costs － Fixed costs (challenging for a seasonal business) －
Strategic
Operational
Harder to innovate, keep up － with the marketplace － Unable to buy all inventory － －
Digital Day 2019
Lack of infrastructure Hard to recruit and train the best staff (particularly outside of Tier 1 markets) If key hire leaves, no backup Hard to Scale
Create a ramp-up plan Ad-Tech & 360 Suite Integration
Business Discovery
Analytics Audits
Month 1
Ongoing Ad Hoc Support
Tracking Implementation
Strategy & Taxonomy
Audience Analysis
Dashboard Creation
Month 2
Ongoing Support & Optimization
Audience Creation Training
Month 3
Month 4-6 Onwards Transition typically starts around Month 6
Digital Day 2019
“Consumer engagement has changed. Be clear and concise on your operating model. Operating model - work with partners to delight your customers�.
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Gawain Owen Digital Strategy Director
Questions? Digital Day 2019
Gawain Owen Digital Strategy Director
Thank You Digital Day 2019
LES BINET ADAM & EVE DDB PETER FIELD PETER FIELD CONSULTING
Digital marketing: have we got the balance wrong? NEW LEARNINGS FROM THE IPA DATABANK
IN F CUS
Les Binet adam&eveDDB
In association with MARKETING EFFECTIVENESS IN THE DIGITAL ERA
Our research
IN F CUS MARKETING EFFECTIVENESS IN THE DIGITAL ERA
LES BINET ADAM & EVE DDB PETER FIELD PETER FIELD CONSULTING NEW LEARNINGS FROM THE IPA DATABANK
In association with
What are the ingredients for effective marketing? Are the rules changing? How do the rules vary by context?
Sales uplift over base
Marketing works in two ways Sales activation Immediate sales response High efficiency & ROI
Time
Source: Binet & Field 2013
Sales uplift over base
Marketing works in two ways Sales activation Immediate sales response High efficiency & ROI
Activation effects dominate in short term (~6 months)
Brand building Long term growth in base sales Reduced price sensitivity
Time
But brand is main driver of long term growth & profit
Brand & activation work in synergy Number'of'business'eects'reported'
2"
Optimum balance: 60% brand, 40% activation
1.5"
1"
0.5"
0" 0"
10"
20"
30"
40"
50"
60"
70"
%'Budget'allocated'to'brand'building' Source: IPA Databank, 1998-2016 for-profit cases
80"
90"
100"
Brand is more important than ever Brrand/activation optimum
100% 90% 80%
38
28
26
26
26
72
74
74
74
High innovation
High online research
Online selling
Subscription selling
70% 60% 50% 40% 30%
62
20% 10% 0% All brands
Source: IPA Databank, 1998-2016 for-profit cases
Marketers have learned the wrong lesson Advertising spend split, 2000
Advertising spend split, 2016
Share of display
39% 61%
Share of direct response
49%
Source: Enders Analysis estimates based on AA/WARC
Advertising effectiveness-marketing and long-term business benefits [ May 2017]
51%
Breaking out of the short-term mindset: AA Roadside Assistance • Brand activity cut in favour of “hard working” activation • Highly profitable in the short term, but… • Brand metrics in free fall • Market share declining • Complete collapse predicted in five years
AA “Singing Baby” campaign
Share of membership (%)
The decline in market share reversed immediately 42%
42%
42%
Brand metrics improved Branded searches increased Acquisition increased Retention increased Despite less discounting
40% 39%
40%
2011
2012
2013
39% 2014
Year SOURCE: AA
2015
2016
2017 ads
2017 YTD
Media implications Sales activation Tight targeting
Informative
Responsive
Brand building
Broad reach
Emotional
Memorable
Online & offline, video formats work best
John Lewis Christmas ads: online views Millions of views
70 60 50 40 Online organic
30
Online paid
20 10 0 2012 Source: Manning Gottlieb
2013
2014
2015
2016
Millions of views
John Lewis Christmas ads: total views 1,000 900 800 700 600 500 400 300 200 100 0
Supplier TV Age UK TV Brand TV Online organic Online paid
2012 Source: Manning Gottlieb
2013
2014
2015
2016
UK media consumption 2018 100%
Out of home
Broadcast TV
90% Weekly reach (all adults)
80%
Other online
70%
Messaging
Radio
Email Social media Any other audio Newsbrands Shopping/transacting Search
60%
50%
Magazines
40%
Subscriber VoD
30%
Internet for work
20%
Online video
10%
Effectiveness of traditional media is increasing.
Cinema
0% 0.0
0.5
Source: IPA Touchpoints 2018
1.0
1.5 2.0 2.5 Hours per day (all adults)
3.0
3.5
4.0
But what about tech firms?
Conclusions • Brand and activation work in synergy, each enhancing the other. • To maximise growth and profit, they must be balanced. • In a digital world, brand building is more important, not less. • Brand building require reach, emotion and memorability. Video formats work best. • Online and offline media work in synergy. Smart marketers use both together in balance. Thank you
LES.BINET@ADAMANDEVEDDB.COM
Published Oct 2018 www.IPA.co.uk
Published Jul 2018 www.APG.org.UK
Audience first: why putting your customers at the heart of your content strategy works
Marisa Thomas, Head of Brand @MarisaAThomas @MarisaStripes
When you just follow data you start to ignore your audience
35 mins
The data only tells you that one thing was working better than the other. It doesn’t tell you why.
Find your difference.
0.01%
2%
We found our difference
Opted in
Opted out
2%
1. Plan ahead
SOCIAL
OR +
OR +
BLOG
2. Embed your customer into your content plan
3. Assign meaning as well as metrics to your content
BRAND BUILDING EDUCATIONAL EMOTIONAL TOP OF FUNNEL
PERSUASIVE CONVERTING EXPOSED AUDIENCE LOWER FUNNEL
WHO’S IT FOR? WHAT DO I WANT THEM TO FEEL? WHAT DO I WANT THEM TO DO?
WHO’S IT FOR? WHAT DO I WANT THEM TO FEEL? WHAT DO I WANT THEM TO DO?
WHO’S IT FOR? LOOKING FOR A GIFT
ON MOBILE DEVICE
SHOPPING FOR A PARTNER
ON SOCIAL
CURRENT CUSTOMER NEW CUSTOMER
WHO’S IT FOR? WHAT DO I WANT THEM TO FEEL? WHAT DO I WANT THEM TO DO?
WHO’S IT FOR? WHAT DO I WANT THEM TO FEEL? WHAT DO I WANT THEM TO DO?
WHAT DO I WANT THEM TO FEEL? ENTERTAINED
EDUCATED
INSPIRED
WHAT DO I WANT THEM TO FEEL? ASIGN THE MEANING OF YOUR CONTENT FIRST
WHO’S IT FOR? WHAT DO I WANT THEM TO FEEL? WHAT DO I WANT THEM TO DO?
WHAT DO I WANT THEM TO DO? SHARE
LEARN
BUY
WHAT DO I WANT THEM TO DO? ASIGN YOUR METRICS AND KPIS LAST
4. Learn
PLAN YOUR MESSAGE INVOLVE YOUR AUDIENCE ASSIGN MEANING
Find your difference.
Knowing your customer isn’t knowing what check boxes they fit into. It’s listening to their needs and finding ways to address them.
Thank you Marisa Thomas, Head of Brand @MarisaAThomas @MarisaStripes