Adtech Jakarta Michael Leander presentation in Indonesia

46
Crea%ng your ideal marke%ng world for maximum impact Michael Leander > www.michaelleander.me > @michaelleander > #adtechjkt <

description

This presentation makes most sense for attendees at the amazing Adtech Jakarta Digital Marketing Conference #adtechjkt

Transcript of Adtech Jakarta Michael Leander presentation in Indonesia

Page 1: Adtech Jakarta Michael Leander presentation in Indonesia

Crea%ng  your  ideal  marke%ng  world  for  maximum  impact  

Michael  Leander      >  www.michaelleander.me    >  @michaelleander      >  #adtechjkt  <    

Page 2: Adtech Jakarta Michael Leander presentation in Indonesia

See  all  pictures  here  

Page 3: Adtech Jakarta Michael Leander presentation in Indonesia

30  fast  paced  minutes  sharing  selected  marke5ng  experiences  …  

Change  your  ways  stuff  

Mostly  Content    

Best  prac5ces  

Mobility  a  bit  

Page 4: Adtech Jakarta Michael Leander presentation in Indonesia

Tweet  a  quote    and  win  the  book  Digital  marke%ng  is  direct  marke%ng  on    steroids  #adtechjkt  @michaelleander    or  any  other  quote  men%oning  #adtechjkt  AND  @michaelleander      

Page 5: Adtech Jakarta Michael Leander presentation in Indonesia

Which  presenta5on?  

A  –  With  fun  

B  –  Without  fun  

Page 6: Adtech Jakarta Michael Leander presentation in Indonesia

iQuestion  Time      

A  quick  marke%ng  IQ  test  for    Indonesian  marketers  

Page 7: Adtech Jakarta Michael Leander presentation in Indonesia

Which  reads  the  most    words  per  minute  –  the  eye  or  the  ear?  

2.500  words  per  minute   125  words  per  minute  

Quote:  Eye  reads  20  ;mes  faster  than  the  ear  @michaelleander  #adtechjkt    

Page 8: Adtech Jakarta Michael Leander presentation in Indonesia

Picture  economy  is  here  to  stay  

Page 9: Adtech Jakarta Michael Leander presentation in Indonesia

Let’s  set  a  new  world  record  •  Take  a  picture  of  the  person  siBng  next  to  you    

•  Pass  the  camera  around  quickly  –  we  only  have  30  minutes  

•  Don’t  want  your  pic  on  Facebook  –  cover  your  face  

Trondheim,  Norway  

Sydney,  Australia  

Page 10: Adtech Jakarta Michael Leander presentation in Indonesia

Visuals  s5r  emo5ons  in  a  heart  beat  

Page 11: Adtech Jakarta Michael Leander presentation in Indonesia

Find  a  picture-­‐editorial  style  that  works  in  all  channels  

Page 12: Adtech Jakarta Michael Leander presentation in Indonesia

Hero  shots  telling  stories  

Page 13: Adtech Jakarta Michael Leander presentation in Indonesia

Use  humor  and  demonstrate  the  benefit  of  your  product  

Page 14: Adtech Jakarta Michael Leander presentation in Indonesia
Page 15: Adtech Jakarta Michael Leander presentation in Indonesia
Page 16: Adtech Jakarta Michael Leander presentation in Indonesia

Best  prac%ces  from  the  no  pain,  no  gain  trenches  

Page 17: Adtech Jakarta Michael Leander presentation in Indonesia

Matching  your  message  with  the    right  target  audience  is  very  important  

10%  Crea5vity  

30%  Proposi5on  (message)  

60%  Target  audience    

Invest  more  in  improving  access  to  your  target  audience  and  knowledge  about  your  target  audience  for  improving  results  immediately  

Page 18: Adtech Jakarta Michael Leander presentation in Indonesia

Don’t  count  the  customers    you  reach  –  Reach  those  who  count  #adtechjkt  @michaelleander  

Page 19: Adtech Jakarta Michael Leander presentation in Indonesia

Drive  towards  your  objec5ves  first  ,  deadlines  second  !    

See  video  about  being  objec5ve  driven  h\p://www.youtube.com/watch?v=4mxvy_usWz8    

If  95%  of    yo

ur  effort  is

 here,  you  

are  wrong  

!    

Page 20: Adtech Jakarta Michael Leander presentation in Indonesia

What  really  decides  consumers  to  buy  or  not  to  buy  is  the  content  of  your  adver5sing,  not  its  form.  David  Ogilvy    

Page 21: Adtech Jakarta Michael Leander presentation in Indonesia

Using  humor  is  fine,  but  make  sure  you  connect  to  your  core  value  proposi5on  

Page 22: Adtech Jakarta Michael Leander presentation in Indonesia

Pay  a\en5on  to  details  &    don’t  be  afraid  to  experiment,  don’t  be  afraid  of  failure  

Create  a  culture  of  experimenta5on  

Page 23: Adtech Jakarta Michael Leander presentation in Indonesia

Your  audience  is  exposed  to    

6000  adver5sing  messages  every  

single  day  

Page 24: Adtech Jakarta Michael Leander presentation in Indonesia

Short  a\en5on  span,  loads  of  intrusion  -­‐  how  do  you  cut  through  the  clu\er?  

Brain  filter  

 Do  I  know  you?  Do  I  need  you?  Can  I  trust  

you?    

Page 25: Adtech Jakarta Michael Leander presentation in Indonesia

Unique  passionate  emo5onal  authen5c  focused  

interac5ve  meaningful…  

How  to  get  into  the  Mind  Box?  

Page 26: Adtech Jakarta Michael Leander presentation in Indonesia

THE  COLOSSAL  OTS  CHALLENGE  AWen;on   Ac;on  

Message   Message   Message   Message   Message   Ac;on  

Increase  Opportunity  To  See  by  mul5ple  of  3,  5,  10  

Pre  launch  phase   Hard  selling  phase  Nurture  &  convince  phase  

The  “it’s  all  over”  phase  

Page 27: Adtech Jakarta Michael Leander presentation in Indonesia

Like  not  like,  like  AIDA    The  power  of  social  is  in  the  share  leading  to  

ac5on  

Page 28: Adtech Jakarta Michael Leander presentation in Indonesia

AID+LIRA  Attention > Interest > Desire + Like – Interaction – Recommendation - Action

Engagement  Share  is  good  ac5on  counts  

Like  is  NOT  a  currency,  engagements  conver<ng  to  ac<ons  are  @michaelleander  #adtechjkt  

Page 29: Adtech Jakarta Michael Leander presentation in Indonesia

The  power  of  social  is  in  the  share  

Page  likes   5.000  Organic  reach  

845  

Shared   222  Total  reach   23.168  Clicks   ?  Likes   74  

Call  to  ac;on  

Page 30: Adtech Jakarta Michael Leander presentation in Indonesia

The  Power  of  Paper  

Mul<-­‐channel  really  is  mul<-­‐channel.  Across  the  board  25%  of    consumers  prefer  paper  over  digital  in  cri<cal  stages  of  the  buying  cycle    

Page 31: Adtech Jakarta Michael Leander presentation in Indonesia

Make  the  share  easy  and  make  it  count  –    from  desktops  to  mobility  

Think  about  -­‐  Images  -­‐  Shared  text  -­‐  How  to  make  the  share  convert  

Page 32: Adtech Jakarta Michael Leander presentation in Indonesia

Own  The  Experience  

Page 33: Adtech Jakarta Michael Leander presentation in Indonesia

THE  CUSTOMER  Experience  

OMNICHANNEL  

RELEVANCE   EMPOWERMENT  

Innova;on  reflec;ng  the  ;mes  we  are  

living  in  

Page 34: Adtech Jakarta Michael Leander presentation in Indonesia

The  customer  experience  starts  and  ends  with  marke5ng  #adtechjkt  @michaelleander  

Page 35: Adtech Jakarta Michael Leander presentation in Indonesia
Page 36: Adtech Jakarta Michael Leander presentation in Indonesia

#adtechjkt    now  showing    

Omnipresence  means  owning  the  customer  experience  in  all  channels  #adtechjkt  @michaelleander  

Page 37: Adtech Jakarta Michael Leander presentation in Indonesia

The  Danger  of  Band  

Wagon  &  The  Urgency  of  

Mobility,  Local  

Page 38: Adtech Jakarta Michael Leander presentation in Indonesia

New challenges, new opportunities, new fads

Touch

Page 39: Adtech Jakarta Michael Leander presentation in Indonesia

Think  about  how  your  audience  interacts  depending  on  which  device    they  are  on  

Page 40: Adtech Jakarta Michael Leander presentation in Indonesia

New  opportuni5es  to  interact  and  get  a  response  from  your  

audience  using  QR  codes  (or  not)  

Page 41: Adtech Jakarta Michael Leander presentation in Indonesia

Drink  and  scan  –    if  you  can  !    

Page 42: Adtech Jakarta Michael Leander presentation in Indonesia

Scan  and  download  a  book  

Page 43: Adtech Jakarta Michael Leander presentation in Indonesia

How  does    mobile  &  relevant  ”5me  and  place  offers”  5e  in  with  the  overall  customer  experience  and  your  webpresence  

Page 44: Adtech Jakarta Michael Leander presentation in Indonesia

Your  role  in  the  

mobility  space  

Loca;on  based  services  

Local  interac;ons  (listening)  

Content  opportuni;es  

&  Gamifica;on  

Customer  service  point  

Page 45: Adtech Jakarta Michael Leander presentation in Indonesia

In  Summary:  Own  the  Experience  

>  An;cipate  customer  needs  >  Provide  ;mely  service    >  Differen;ate    communica;on  >  Personalize    communica;on    >  Understand    preferences  

Page 46: Adtech Jakarta Michael Leander presentation in Indonesia

I  knew  you  

would  be  

awesome  !  

[email protected]