While most of us aspire for our brand’s communications to be “integrated”, the vast majority of marketers still push out scattershot executions. Executions that are focused on creating emotional preference with little understanding of how they fit into a consumer’s experiential relationship with the brand. We end up launching Dead Ends, where “integrated” brand narratives are betrayed by antiquated, fragmented and generic user journeys to purchase and beyond.
But the modern, interconnected world finally offers the opportunity for something greater than that, on the scale and price that we need. Now we all just have to get over our institutional limitations and established routines to realize the possibilities.
This session explores case studies that showcase tactics for brands to eliminate the dead ends in their ecosystems, and realize the relationships, conversion and consumer value that comes with that.
20. MODERN MARKETING:
Create and strengthen people’s
relationships with brands and
products through the
providing of value for both
consumer and company.
#NoDeadEnds
27. A DEAD END:
Any consumer touch point that doesn’t
measurably and intelligently encourage a
consumer’s journey down the funnel
through personalization and / or
immediate engagement opportunities.
#NoDeadEnds
28. A DEAD END:
Any consumer touch point that doesn’t
measurably and intelligently encourage a
consumer’s journey down the funnel
through personalization and / or
immediate engagement opportunities.
#NoDeadEnds
29. A DEAD END:
Any consumer touch point that doesn’t
measurably and intelligently encourage a
consumer’s journey down the funnel
through personalization and / or
immediate engagement opportunities.
#NoDeadEnds
30. A DEAD END:
Any consumer touch point that doesn’t
measurably and intelligently encourage a
consumer’s journey down the funnel
through personalization and / or
immediate engagement opportunities.
#NoDeadEnds
58. “Thanks to the Internet and digital
technology, agencies are finding that the realization
of their clients’ ultimate fantasy -- the ability to
customize a specific message to a specific person at
a specific moment -- is within their grasp.
It is also one very complex nightmare.”
- FAST COMPANY
#NoDeadEnds
59. BRAND RELATIONSHIP = EMOTION + BEHAVIOR
TRUE INTEGRATION = NO DEAD ENDS.
#NoDeadEnds
62. We don’t have the time.
We don’t have the budget.
We can’t take risks.
Our customers aren’t ready.
We don’t have the ideas to pull it off.
There are too many politics.
I can’t change anything myself.
#NoDeadEnds
#NoDeadEnds
70. #3 - Ask
#NoDeadEnds
A DEAD END:
Any consumer touch point
that doesn’t measurably
and what”
“Thenintelligently encourage
a consumer’s journey
down the funnel through
personalization and/or
immediate engagement
opportunities.
71. SIMPSONIZE ME
Let’s give people the chance to inject
themselves into the Simpson’s world by
making a tool to convert people to
actual characters, starting with the King.
THEN WHAT?
RESTAURANT
#NoDeadEnds
SITE
EMAIL OPT-IN
EMAIL OFFERS
73. A DEAD END:
Any consumer touch point that doesn’t
measurably and intelligently encourage
a consumer’s journey down the funnel
through personalization and/or
immediate engagement opportunities.
#4 - Move Past
“Digital vs. Traditional”
#NoDeadEnds
77. #5 – Consider
#NoDeadEnds
A DEAD END:
Any consumer touch point
that doesn’t measurably
and intelligently encourage
a partnership.
a consumer’s journey
down the funnel through
personalization and/or
immediate engagement
opportunities.
78. CREATIVE
BRAND
BIG IDEAS
CAMPAIGNS
EXECUTIONS
- Tone
- Look + Feel
- Narrative
- Reinforcement of
the brand
EMOTIONAL RELATIONSHIP
#NoDeadEnds
EXPERIENCE DESIGNERS
FUNNEL
ECOSYSTEM
JOURNEY
UTILITY
- Pathing
- Shared Intelligence
- Contextual States
- Funnel Conversion
BEHAVIORAL RELATIONSHIP