The Not-So-Standard Rules of Engagement with Digital Consumers
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NOT-SO-STANDARD e Consumers with ENGAGEMENT rules of DIGITAL YESTERDAY’S
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Transcript of The Not-So-Standard Rules of Engagement with Digital Consumers
NOT-SO-STANDARD!e
Consumers
withENGAGEMENT
rules of
DIGITALYESTERDAY’S
Brandon BergerCHIEF DIGITAL OFFICER, OGILVY & MATHER WORLDWIDE
@brandonberger
1995
3
2012
6
Tomorrow is yesterday’s news, today
Consumers live by their own rules
No longer a single framework
Engagement goes beyond digital
NOT-SO-STANDARD!e
Consumers
withENGAGEMENT
rules of
DIGITALYESTERDAY’S
Rules 1-7
Simple can be powerfulRule 01.
Everything is engagementRule 02.
CONSUMER
THE AUDIENCEas
AUDIENCE
A CHARACTERas
EVERYTHING
ENGAGEMENTis
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Disruption, the new change agent
Rule 03.
ADD LOGOS IN
BIRCHBOX WARBY PARKER
DOLLAR SHAVE CLUB
Deliver consumer utilityRule 04.
Game. On.Rule 05.
24
3 6 0C A M PA I G N
SOCIAL
DIGITAL
RETAIL
EVENT
PRINTOOH
TV
PR
Life-trackingRule 06.
I N T E R C O N N E C T E D
LIFE-TRACKING
providesBENEFITS
“The next evolution of this [life-tracking] trend will see users, to a certain degree, offering up their behavioral data in exchange for incentives.”
Consumer commercialization of data
O F F L I N E
N
O
I
N
E
21
18
Break rulesRule 07.
The themes will stay the sameRule 07.
But what is here today may becompletely differenttomorrow
Rule 07.
We need to be engaging our consumers and audiences with big ideas that inform technology and digital...
...not the other way around.
Thank you
Brandon BergerCHIEF DIGITAL OFFICER, OGILVY & MATHER WORLDWIDE
@brandonberger
