INTERNAL: Google Confidential and Proprietary
Five challenges to become future ready
Joris Merks-BenjaminsenHead of Digital Transformation
Mismatch between upper & lower funnel activity
zeg, kennen wij jou niet ergens
van?
ja,jullie hebben me vorige week nog
ten huwelijk gevraagd
INTERNAL: Google Confidential and Proprietary
Mismatch between upper & lower funnel activity
People Paced:tailored “buy now”messaging
Media Paced:One size fits all messaging & timing
Reach
CPA
INTERNAL: Google Confidential and Proprietary
Betalen
Sparen
Hypotheek
Pensioen
Verzekering
Most branding strategies
Betalen Sparen Hypotheek Pensioen Verzekering
Consumers don’t live in a flighted world
INTERNAL: Google Confidential and Proprietary
Branding based on consumer interest
Betalen
Sparen
Hypotheek
Pensioen
Verzekering
Always-on: be there on the moments that matter
Betalen
Sparen
Hypotheek
Pensioen
Verzekering
INTERNAL: Google Confidential and Proprietary
Haarstijlen
Rimpels
Make-up
Most branding strategies
New Shampoo
NewCreme
NewMascara
NewHair Dying
New Lipstick
Consumers seek information & inspiration
INTERNAL: Google Confidential and Proprietary
Claiming Consumer Moments
Financieel advies, huis kopen, voeding,
old timer kopen, fashion tips,
inspiratie vakantie...
You?
How to save money?Make-up tips?
INTERNAL: Google Confidential and Proprietary
Five challenges to become future ready
● Merging brand & performance
● Merging ‘classic’ and real-time data for advanced audience strategy
● Shifting from advertiser towards publisher
● Mobile
● Digital Attribution Modeling: real-time KPI’s across the whole funnel
INTERNAL: Google Confidential and Proprietary
Merging Brand & Performance
Real(time)Marketers &
Brand Builders
Full Value Experts- Cross channel/screen
- Full consumer journey
Last Click Experts
‘Performance Thinkers’ ‘Brand Thinkers’
Story tellers- Cross channel/screen
- Beyond demographics
Offline Brand Builders
INTERNAL: Google Confidential and Proprietary
Probably likes the brand and offer...likely to be in-market (soon)
No
Example: conversation throughout funnel
Yes
Planning to buy a house?
This is how we can help
No
Try different topic
Try different product/service related to buying house
Yes Top10 things to consider when buying a house
NoTry different topic related to buying a house
Yes
Cold interest
Warm interest
Hot interest
INTERNAL: Google Confidential and Proprietary
Example: Lancome
VTR 43% VTR 49%Remarketing Remarketing
VTR 29%
Key benefit & emotion How does it work? Why does it work?
INTERNAL: Google Confidential and Proprietary
Example: Harman Kardon Wireless Audio
Display Performance Remarketing
Yes
Yes
Pos
itive
Rem
arke
ting
Pos
itive
Rem
arke
ting
Pos
itive
R
emar
ketin
g
Positive Remarketing
Positive Remarketing
OMNIHD WIRELESS SOUND
30 sec videoemotional branding1
3
2
Banner
~1 min videowhat is Omni wireless audio?
~1 min videoHow does the Omni app work?
INTERNAL: Google Confidential and Proprietary
“Heavy duty! Never breaks. Life time guarantee!”
“Easy and clean door breaker. Don’t get dirty hands, get free gloves!!”
“The most complete lock pick set in your pocket!”
“The best pizza delivery look alike outfit!!”
Moment That Matters...
INTERNAL: Google Confidential and Proprietary
Moment That Matters...
“Create your own 2016 catwalk look!”
“Create your own Carrie look!”
“Look great in 5 minutes, still look great the next morning!”
“Ten looks to get laid! 100% money back guarantee!”
INTERNAL: Google Confidential and Proprietary
HERO
Time
HygieneHubHero
HUB
Fashion Shows& Behind the Scenes
BurberryAcoustic
HYGIENE
BurberryKiss Christmas
HERO, HUB, HYGIENE
New Collection
Winter StormLook
BurberryEyes
Natural NudeLook
How did Hardwell do?
1.Discoverable
2. Accessible
3. Shareable
4. Collaborative
5. Targeted
6. Conversational
7. Interactive
8. Consistent
9. Sustainable
10. Authentic
WEBSITE OR APPS?
95% of time spend = app
⅔ of app time = top 10 apps
66% of ‘commercial time’ = sites
Source: Het mobile 360 onderzoek van TNS
INTERNAL: Google Confidential and Proprietary
Real-time Impact Estimators Across the FunnelAwareness KPI’sVoluntary view level 1Content Engagement level 1 Consideration KPI’s
Voluntary view level 2Content Engagement level 2
Preference KPI’sVoluntary view level 3Content Engagement level 3Subscriptions/likes/+1 Sales KPI’s
Wishlist/basket/quoteSale
Loyalty KPI’sSharing/liking/return visitorsNewsletter subscriptionReviewing/Commenting
INTERNAL: Google Confidential and Proprietary
Three types of entrepreneurs needed
Strategists
CreativesData-experts
INTERNAL: Google Confidential and Proprietary
How to build brands in the digital age?
● Help people find you through a consistent content ecosystem- Listen to their questions, answer them & offer inspiration- Think Hero, Hub, Hygiene
● Bring brand & performance experts together- Prioritize & optimize with data, build content with creativity & strategy
● Think always-on: consumers are always-on, so should brands be- Build conversations based on choice rather than forcing to listen
● Build for mobile first- Optimize till you get it right
● Create Real-time impact estimators across the full funnel- There is more than CPA and reach
INTERNAL: Google Confidential and Proprietary
Integratie van online & offline marketing: Marketingliteratuur van het jaar
“Een boek dat elke marketeer zou moeten lezen. Het brengt de oude en nieuwe werelden bij elkaar.”
Juryrapport - PIM
INTERNAL: Google Confidential and Proprietary
The blueprint for ‘digital thinkers’: How to drive digital change in organizations.
“Think and Grow Digital” is presented as a guide for “millennials”. But the book is filled with maxims, slogans, charts, and other catchy ways of imparting lessons that even a non-millennial can apply.”
Nicholas Lemann - The New Yorker Magazine
Top Related