BCM's 'Jazztopia' What Next Presentation 12 Nov 2013
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Taking our inspiration from the world of jazz, BCM's 'Jazztopia' presentation shows ways marketers can be more prepared, agile, responsive and 'bebop' - to operate more fluidly and with more flexibility as demanded by today's consumer.
Transcript of BCM's 'Jazztopia' What Next Presentation 12 Nov 2013
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Improv Your Marketing
Marketers are organised like a classical orchestra in a jazz age
Jazz Secrets
Preparation not planning
Jazz Secret 1
“Planning is making decisions early while preparing develops the ability to make decisions as late as possible.”
Carl StormerMarketing Guru
Jazz Secret 2
Democratisation
If one team member misses a note...it is an opportunity to create
something new.
“There is a way of playing safe…and there is the way I like to play…where you are going to take a chance on making mistakes in order to create something you haven’t created before”
Dave Brubeck
Agility
Jazz Secret 3
“Jazz is restless. It won’t stay put and it never will.”
J.J. Johnson
Campaign Planning
BrandStory
Real Time Marketing
RTM IS STORYTELLING DRIVEN BY INSTANTANEOUS
Where and to what will they be most receptive?
+ DELIVERY+ NARRATIVES
What do they want to see, hear, read or do now?
INSIGHTS
What do people care about now?
Relevant
Switched On
Fast
90%Source: The Self Serve Economy April 2013
Speed is the top expectation for customer response
Source: The Self Serve Economy 2013
Email35%
Website44%
Twitter55%
Facebook55%WITHIN 4 HOURS
Multi-Screen Life
1. RTM Brand Content2. RTM Brand Experiences
3. RTM Customer Response
RTMBrand
Content
1.
Consumers believe organisations providing custom content are interested in building good relationships with their customers
78%
Consumers are more likely to buy from a company that delivers custom content
61%
People under 25 are 130% more likely to believe branded content makes a brand more appealing
Sources: Custom Content Council 2012Walk a Mile Research 2013
130%
PAID OWNED
EARNED
ThinkMulti-Dimensional
Thinklike a Newsroom
ThinkDisposable Content
Anchorman
Starbucks Come Together
ThinkNo Interruptions
The Rise of Native
Advertising
High Quality
ContentIn-Stream
Non Interruptive
Coca-Cola
Michael Kors
Maybelline
ThinkReal Time Engagement
Dodge Durango
Chevy Game Time
SingTel’s #Need4GSpeed
ConversationTrends
IdealContentBrand
StoryAudienceInterest
RTMBrand
Experiences
2.
Source: Golin Harris 2013
Adobe Photoshop Live
Virgin Trains
REDOUTE Live Weather
RTMCustomerResponse
3.
Bodyform
Bodyform
Smart Car USA
Smart Car USA
Dodge Durango
Dodge Durango Response
Source: Infograph Targeting Solutions 2013
83% Marketers globally are gearing up for real time marketing
Are YOU
Ready?
Prepared
Agile
Responsive
BeBeBeBebop
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