Rune Dalgaard

20-11-2014© Copyright 1

DMA 2014 TAKE AWAYS

20-11-2014© Copyright 2

• Chief advisor, Head of Branding

• +8 års erfaring med udvikling af brand identiteter, porteføljestrategi, integreret kommunikation og marketing

• Har arbejdet med kunder som Vestas, Arla, Udenrigsministeriet, Hummel, Mejeriforeningen, AS3, Grundfos og Codan m.fl.

• Tidligere strategisk direktør hos Kernel Global

• Ph.d. fra Informations og Medievidenskab, Aarhus Universitet og New School for Social Research, NY

BAGGRUND

20-11-2014© Copyright 3

Agenda

20-11-2014© Copyright 4

2 MEGATRENDS

MOBILE MOMENTS

KEY CHALLENGES FOR DATA DRIVEN

SCENARIE 2DMA AND CREATIVITY LOST…?

TWO TRENDS IN MARKETINGDATA AND VALUE

20-11-2014© Copyright 5

20-11-2014© Copyright 6

DATA

(the talk of the town is data-driven marketing, not direct marketing)

MEGATREND NO. 1

How do we use data to target, personalize and ”engage” our audience?

20-11-2014© Copyright 7

Content, services, utility branding, meaningful marketing…

MEGATREND NO. 2

How do we create value for customers in ’the age of the customer”?

20-11-2014© Copyright 8

Mobile momentsTHE MOBILE MIND SHIFT, FORRESTER RESEARCH

20-11-2014© Copyright 9

20-11-2014© Copyright 10

Forrester believes that, in 2015…leaders will use mobile to

transform both their customer experience and their business. They

will anticipate the needs of their customers and engage them at

exactly the right moment with the right content and services.

The mobile mind shift & mobile moments.

20-11-2014© Copyright 11

20-11-2014© Copyright 12

20-11-2014© Copyright 13

20-11-2014© Copyright 14

Key takeaways

20-11-2014© Copyright 15

Mobile interactions per day

far exceeds other media/channels

Understanding ’modes’ and ’contextual needs’ is

more important than customer journeys.

From messages and information to ’task accomplishment’

(services, utilities, content marketing, and so forth)

Marketeer challenge:

In which moments can my brand play a

positive role for our target audiences?

The talk and the walk…KEY CHALLENGES FOR DATA DRIVEN MARKETING

20-11-2014© Copyright 16

20-11-2014© Copyright 17

FROM DATA TO INSIGHTS…THE MISSING LINK

CUSTOMER JOURNEYS…THE MISSING LINE

BUZZ WORDS AND REALITY…THE GAP

20-11-2014© Copyright 18

TALK WALK

Personalization

Customer engagement

Seamless integration

Customer experience

& customer centric

Hi Peter, …

(and minor segmentation in

communication)

Blind retargeting e.g. Zalando

Vouchers, competitions, coupons etc.

Say what?

Silo challenge:

marketing, service, sales, operations

20-11-2014© Copyright 19

CUSTOMER JOURNEYS…THE MISSING LINE

,

20-11-2014© Copyright 20

COCKTAIL SHAKERFUNNEL ECOSYSTEM OF TOUCH POINTS

?

20-11-2014© Copyright 21

FROM DATA TO INSIGHTS…THE MISSING LINK

20-11-2014© Copyright 22

WE CAN TRACK YOUR BEHAVIOUR AND TAKE AIM

20-11-2014© Copyright 23

BUT DATA DOES NOT TELL US ’WHY’ YOU DO WHAT YOU DO

Beyond the voucher

20-11-2014© Copyright 24

How do we turn data into insights and

then into creative action in the form of

services, communiation and

marketing?

Not a data challenge.

Key challenge

20-11-2014© Copyright 25

FROM DATA TO INSIGHTS…THE MISSING LINK

CUSTOMER JOURNEYS…THE MISSING LINE

BUZZ WORDS AND REALITY…THE GAP,

User journeys aren’t journeys in a funnel.

Use of data beyond occassion (when) and touch point (where) is

litmited. We are becoming better at behaviour but worse at

understanding motivations (real insights)

We are only a few steps into achieving what we are claiming.

Creativity at DMA…DATA IS WAITING FOR ITS SCORCESE

20-11-2014© Copyright 26

CUSTOMER JOURNEYS,PROCESSEN INDTIL NU

20-11-2014© Copyright 27

Sources/presentations from DMA

20-11-2014© Copyright 28

Rune Dalgaard rune.d@adviceas.dk

20-11-2014© Copyright 29