sarit harel presentation v3pptx
TRANSCRIPT
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We Design The Future
Marketers to maximise the return on their investments
Innovators to create more successful propositions.
CEO’s to grow profits through customer-centricity.
By: Sarit Harel
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CHANGE MARKETING? YES WE CAN.
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The traditional marketing model is being challenged, and
(CMOs) can foresee a day when it will no longer work.
McKinsey
By: Sarit Harel
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78% of consumers consider in-stream advertising as “intrusive”. Half of viewers stop watching an online video once they encounter an in-stream ad.Source: Burstmedia
29% of consumers leave a website that appears to be cluttered with advertising.
Source: Burstmedia, BANNER/AD BLINDNESS
Different Channel, Same Problem
Source:burstmedia
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The Core Issue
People who live near train lines adjust to
the noise.
They do the same with advertising.
Imag
e: (c
) Ada
mbo
oth
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Always & almost al-ways; 88%
About half the time; 7%
Hardly ever; 3%
Never ; 6%
UK DVR owners who fast-forward the adverts(% of recorded programmes)
Europe West Europe East/ME
8.61.1
48.2
9.4
20082013
DVR Growth by Region(millions of units)
Source:burstmedia
TV Ads are being “tuned out”
FUTURELAB
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MarCom Needs A RebootAcross the board (including digital) ...
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behaviorally-targeted online ads
FUTURELAB
Younger Web Users are More Likely to Like
Tailored Online Ads than Older Generations
Source:burstmedia
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Men are More Likely than Women to Trade Non Personal Information for
Better Online Ad Relevancy
behaviorally-targeted online ads
FUTURELAB
Source:burstmedia
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Web User Preferences
FUTURELAB
Content Sites Draw a Social
Following
Source:burstmedia
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Purchasing Decisions are Influenced
by Blogging and Social Sharing
Web User Preferences
FUTURELAB
Source:burstmedia
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We are the media we
decide what to consume and
where
Changing Media Landscape
Push–pull strategy
FUTURELAB
Mainstream media
ONE-TO-MANY
Niche Media
ONE-TO-FEW
My Media
ONE-ON-ONE BEHAVIRAL TARGETING
We The Media
MANY-TO-MANY
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Getting consumers to embrace the messageImagine …
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E-marketing
The new process of marketing a brand using the Internet
There is no time for mistakes >> Be focused
> Be prepered
> Use metodology
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Strategy
Mix
Activity
Monitoring
Strategy
MixMonitoring €
Activity
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TODAY:
Take your existing plan and ask yourself “what’s in it for the customer to give me his media-time?”
How can I make it more relevant and interesting?
And if you don’t know, go into the street and ask or upload a test campaign.
Strategy
Who am I ?
Who is my target audience?
Where are they?
What is the relevant messege?
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TODAY:
Take your existing plan and ask yourself “what’s in it for the customer to give me his media-time?”
How can I make it more relevant and interesting?
And if you don’t know, go into the street and ask or upload a test campaign.
Mix
What are my targets?
Brand awarness, Equisitions, Traffic, Usages
Retentions
What are my channels?
Google ads, Facebook ADS SMO, Bloggers ,SEO
PR
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TODAY:
Take your existing plan and ask yourself “what’s in it for the customer to give me his media-time?”
How can I make it more relevant and interesting?
And if you don’t know, go into the street and ask or upload a test campaign.
Activity
Implementation
Messeges
Target Audience
Media / Channel
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TODAY:
Take your existing plan and ask yourself “what’s in it for the customer to give me his media-time?”
How can I make it more relevant and interesting?
And if you don’t know, go into the street and ask or upload a test campaign.
Monitoring-Real Time Data
Google ADS -
Facebook ADS Brand monitoring
PR bloggers
Web analitycs
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CadilLac XTS
Don’t waste your money!
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Who is my target audience?
Emotional, explorer, status seeker
Risk Averse, practical, economic driven
Vehicles -CadilLac XTS
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Who is my target audience?
Thank you
הרכב מודעות
Vehicles -CadilLac XTS
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Who is my target audience?
Emotional, explorer, status seeker
Risk Averse, practical, economic driven
Thank you
Vehicles -CadilLac XTS
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Who is my target audience?
Thank you
Vehicles
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Who is my target audience?
Thank you
הרכב מודעות
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CadilLac XTS
Getting consumers to embrace the message
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Beat carmageddon
Who am I ?
Who is my target audience?
Where are they?
What is the relevant messege?
http://youtu.be/WgvnHF7te_4
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Follow and spread the world
What are my targets?
Brand awarness, Equisitions, Traffic, Usages
Retentions
What are my channels?
Google ads, Facebook ADS SMO, Bloggers ,SEO
PR
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The new is talking about us
What are my targets?
Brand awarness, Equisitions, Traffic, Usages
Retentions
What are my channels?
Google ads, Facebook ADS SMO, Bloggers ,SEO
PR
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Mix
What are my targets?
Brand awarness, Equisitions, Traffic, Usages
Retentions
What are my channels?
Google ads, Facebook ADS SMO, Bloggers ,SEO
PR
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Strategy
Mix
Activity
Monitoring
Strategy
MixMonitoring €
Activity