Vortrag von Shankho Mukherjee auf der AllFacebook Marketing Conference 2019 in München.
Details:
https://conference.allfacebook.de/speaker/shankho-mukherjee/
Konferenz:
https://conference.allfacebook.de
8. Being First To Market Doesn’t Matter
8Source: 22 Immutable Laws of Marketing
Altair 8800 Apple
9. Relationship Between Market Share and Awareness
MarketShare
Awareness
0% 10% 20% 30% 40% 50%
40%
20%
0%
60%
9Source: American Marketing Association Study,
“How Brand Awareness Aids Profitability”
What Matters Is Being First To Mind
10. If You Can’t Be First To Mind,
Invent A New Category
10
Lindbergh Earheart
Source: 22 Immutable Laws of Marketing
13. Marketers Are Obsessed With Newness
CREATIVE
BRIEF
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
13
14. But New Isn’t What Sells
2009
14Source: The Drum, “Why Research Shows You’re Better Off With Your Existing Ad Campaign”
Source: The Branding Journal, ”What To Learn From Tropicana’s Redesign Failure”
new ad campaigns
outperform old campaigns
1 5
only
in
15. What Sells Is Relevance + Familiarity
63%
34%
RELEVANCE
ORIGINALITY
What Do CXOs Want From
Thought Leadership?
15
2x
Source: LinkedIn + Edelman Research, “How Thought Leadership Impacts B2B Demand Generation”
16. Don’t Sell “Original,” Sell “MAYA”
16Source: Raymond Loewy, “MAYA Principle”
MOST ADVANCED, YET ACCEPTABLE
17. Invest In Tactics That Replicate
Across Industries, Markets, And Years
18. Invest In Tactics That Replicate
Across Industries, Markets, And Years
31. Brand Marketers Are
Losing The Budget Battle
31Source: IPA Study, Marketing Effectiveness In The Digital Era
2007
53%
2016
28%
32. 32
Direct Response Wins In The Short-Run,
But Brand Wins In The Long-Run
Source: IPA Study, Marketing Effectiveness In The Digital Era
70%
60%
40%
10%
30%
0%
50%
20%
0 — 6 7 — 18 19 — 30 > 30
Campaign Duration in Months
% Reporting Very
Large Effects
The Conflict Between Long and Short-Term Metrics
Activation Effects
Market Share Effects
33. Acquisition Only
0.2%
33Source: LinkedIn Internal research 2018
Brand Only
1.5%
1.0%
0.5%
0.0%
Brand & Acquisition
0.3%
1.2%
Conversion Rate
Synchronize Brand And Demand
To Drive Exceptional Performance
35. Cost per Acquisition 20%
Cost per Click 19%
CPCV (cost per completed view) 19%
Clickthrough rate (CTR) 18%
Cost per Engagement (CPE) 14%
Viewability 6%
None 4%
Most Commonly Used Metrics
Source: Xaxis, 2018 Outcomes: Driven Media Survey, Senior Marketers
The Entire Digital Marketing Industry
Still Runs On Clicks
36. Source: Nielsen BrandEffect meta – analysis of 478 online global campaigns that ran between Oct 2014 – April 2015
Ad Recall Brand Awareness Purchase Intent
Smart Marketers Have Long Argued That
Clicks Don’t Correlate With Success
37. We Have A More Extreme Opinion –
Optimizing For Clicks Will Kill Your Brand
Bad
Creative
Bad
Audiences
Bad
Frequency
38. CLICK
5 Tips To Being A Better Manager
Bad Creative:
Clickbait Is Bad For Your Brand
43. 1 Build dynamic personas using 1st party data.
2 Be first to mind among potential buyers.
3 Develop familiar franchises to breakthrough.
4 Reach undervalued audience segments.
44. 5 Reach those audiences in premium contexts.
6 Combine Brand and Lead Gen campaigns to achieve
optimal results
7 Focus on real Business KPI’s that drive your business