Many groups, startups and industries beyond the ad industry have used digital in innovative and relevant ways. Starting by figuring out the right problem to solve will inspire brands to create digital solutions.

1. Digital Marketing Strategy
YOUNG MARKET MASTERS SUMMIT
25 SEPTEMBER 2014

2. My problem
Keeping up with the digitals
First PC, computer clssses, ICQ, Alt+Tab, first Nokia phone… and beyond
NYU + Parsons (The New School)
Content, Accounts, Business Dev, Strategic Planning
Johannesburg, Seoul, Tokyo, Bangkok, Jakarta + Shanghai

3. For Today
•What’s your problem?
•What do we want to build?

4. What are the rules?
What is necessary but not necessarily said?
How do we win?

10. “Choose your own adventure”
Digital users get to choose where to go, how long to stay, what to click on, what to ignore.

11. What people choose to find their way to…

12. The challenge:
Getting them to agree to pay attention to…

13. Critical checkpoint
Who cares?
Will X effort get them to move outside their usual routine?

14. The joy of creation

15. Digital: Participation-driven
Major differentiator from mainstream media

17. Great brands are great storytellers

18. Critically identifying
Messaging + Action
What will the brand do?
What do consumers want to do?

19. Take our marketing hats off.
Who does this best? &
Every organization can leverage and maximize digital by identifying a good role for it to play.

20. What is the problem?
What do we want to build to address it?

22. Learning doesn’t need to stop when school ends.
There’s so much more I want to learnto advance my career and my personal growth.
Continuing Education

27. No limits to the builder mindset.
Censorship –No Facebook, Twitter, etc.
Usability –Growth mindset
Messaging in China

29. Messenger + Facebook + Tinder

30. A kid’s everyday activates demonstration the principles of physics.
Who needs physics? I’m going to be in advertising!
Science

31. Using an iPad, you film motion--running, jumping, swinging, sliding, throwing a ball, etc.--and the app visualizes the basic science at work, pinpointing moments and levels of velocity, acceleration,energy, and force.
Through manually tracing the arc of motion of the ball or person, or by using sensor data from the iPod attached to a ball or a kid's belt, it superimposes theforce diagramsthat make up the backbone of any classroom physics lesson on real-life situations.(FastCoDesign)

32. Politics, economics –we need to understand how they affect nationbuildingbut they’re really complicated!
I don’t know enough about critical national issues and news stories online are prone to sensationalization.
Citizen Engagement

42. A kid’s everyday activates demonstration the principles of physics.
Who needs physics? I’m going to be in advertising!
Science

43. Using an iPad, you film motion--running, jumping, swinging, sliding, throwing a ball, etc.--and the app visualizes the basic science at work, pinpointing moments and levels of velocity, acceleration,energy, and force.
Through manually tracing the arc of motion of the ball or person, or by using sensor data from the iPod attached to a ball or a kid's belt, it superimposes theforce diagramsthat make up the backbone of any classroom physics lesson on real-life situations.(FastCoDesign)

44. Local residents are a city’s most fervent –
and opinionated –stakeholders.
There are so many factors that affect a city’s dys/functionality.
Local Government

51. Make it for kids –make it easy, make it fun.
Analog documentation can be inaccurate and hard to sustain. It is difficult to be precise, especially when kids are being treated.
Cancer Pain Management

54. If we have information about our basic body movements, we can monitor and optimize.
Wellness doesn’t happen in everyday activities.
Personal wellness

57. “Citizen scientists” online are raring to participate.
Even the most advanced scientific institutions can’t automate everything –some things are just too close to call.
Astronomy

64. “The golden age of audio”
The future of radio –as more entertainment and streaming services spread online and mobile.
Public Radio

66. Advertising folks are constantly on the lookout for “raket”.
Keeping a lean, mean team but finding the right expertise as needed
Advertising

70. People with full-time jobs have mad skills and want to help
Too much to be done, with non-existent budgets
Non-Profits

75. The inventor doesn’t have to be the manufacturer.
Good idea or not, it’s expensive to produce a good product – research, prototyping, marketing. These barriers could be preventing some of the world’s greatest products from reaching markets.
Product Development

80. Put our marketing hats back on.

81. What is the problem?

82. Moms want to cook for their families everyday, but work, budget, time, capabilities get in the way.

84. Maggi moms want to cook more frequently

90. 500,000+ visits 2014 YTD
1M+ fans
3k
followers
“How to Cook Videos”
40k-90k views
35% of visits via Mobile
—Campaign-agnostic asset
—Content assets for search
—Foundation for eCommerce

93. INTRAPRENEURSHIP
—Internal integration & networking
—Encouraging innovation
—Employee Ambassadorship
—Increasing employee savings, fitness levels, etc.
—Product R&D
—CommR&D
—Customer Service
—Distribution
—Agile Promotion
Problem Sources
—Desire for connectivity
—Seeking exploration
—Searching for new experiences
—FOMO / YOLO
—Help to eat heathy, finish school, find a job, find a new job
—Urbanization
—Typhoon season
—Togetherness at Christmas
—Participate in Nationbuilding

94. INTRAPRENEURSHIP
—Internal integration & networking
—Encouraging innovation
—Employee Ambassadorship
—Increasing employee savings, fitness levels, etc.
—Product R&D
—CommR&D
—Customer Service
—Distribution
—Agile Promotion
—Desire for connectivity
—Seeking exploration
—Searching for new experiences
—FOMO / YOLO
—Help to eat heathy, finish school, find a job, find a new job
—Urbanization
—Typhoon season
—Togetherness at Christmas
—Participate in Nationbuilding

95. Problem Sources
—39% Smarpthonepenetration, projected to grow to 50% next year
—72% of respondents had researched products while in-store
—42% of respondents multitask with TV + Smartphone
—85% Performed mobile search after seeing an ad
—Yearning for real-world
—Detachment from connectivity
—Value of analog
—Good experiences get shared, spread online
—Product Usage data
—Consumption data
—Personal analytics
—Performance Analytics
—Search & WOM Volumes
—Cut-through creative solutions
—Build solutions!
—Connect real world + physical world
—Elevating reatail

96. —39% Smarpthonepenetration, projected to grow to 50% next year
—72% of respondents had researched products while in-store
—42% of respondents multitask with TV + Smartphone
—85% Performed mobile search after seeing an ad
—Yearning for real-world
—Detachment from connectivity
—Value of analog
—Good experiences get shared, spread online
—Product Usage data
—Consumption data
—Personal analytics
—Performance Analytics
—Search & WOM Volumes
—Cut-through creative solutions
—Build solutions!
—Connect real world + physical world
—Elevating reatail

100. Find the deck here –www.beyourdigitalbest.com
@beaa

101. ATTRIBUTION
Slide 14
https://www.flickr.com/photos/28134808@N02/4956081877
https://www.flickr.com/photos/rmlowe/3281353786
Slide 79
https://www.flickr.com/photos/kamoteus/2421048904
https://www.flickr.com/photos/gregwalters/193137589
https://www.flickr.com/photos/industriarts/3818178190
https://www.flickr.com/photos/dbgg1979/5282097770
https://www.flickr.com/photos/75574760@N00/1520082789
https://www.flickr.com/photos/iamagenious/2402107161
https://www.flickr.com/photos/queenkv/55808131
https://www.flickr.com/photos/krisrex/347965516
https://www.flickr.com/photos/iamagenious/2316895561
https://www.flickr.com/photos/kabuki0420/290165008
https://www.flickr.com/photos/ohbernadine/4410632658
https://www.flickr.com/photos/industriarts/3818177956
Slide 90
Building designed by AntonisMakriyannisfrom the Noun Project
User designed by Luis Prado from the Noun Project
Philippines designed by NherwinArdoñafrom the Noun Project
Slide 91
Smartphone designed by George Agpoonfrom the Noun Project
Data designed by Brandosaur.us from the Noun Project
Event designed by Christian Wad from the Noun Project
Robot designed by Simon Child from the Noun Project
Slide 94
https://www.flickr.com/photos/ataferner/14867050919
Slide 96
https://www.flickr.com/photos/ltdemartinet/8331549172
Slide 97
https://www.flickr.com/photos/66136586@N04/9594895700