Sarit harel presentation v3pptx
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Transcript of Sarit harel presentation v3pptx
We Design The Future
Marketers to maximise the return on their investments
Innovators to create more successful propositions.
CEO’s to grow profits through customer-centricity.
By: Sarit Harel
CHANGE MARKETING? YES WE CAN.
The traditional marketing model is being challenged, and
(CMOs) can foresee a day when it will no longer work.
McKinsey
By: Sarit Harel
78% of consumers consider in-stream advertising as “intrusive”. Half of viewers stop watching an online video once they encounter an in-stream ad.Source: Burstmedia
29% of consumers leave a website that appears to be cluttered with advertising.
Source: Burstmedia, BANNER/AD BLINDNESS
Different Channel, Same Problem
Source:burstmedia
The Core Issue
People who live near train lines adjust to
the noise.
They do the same with advertising.
Imag
e: (c
) Ada
mbo
oth
Always & almost al-ways; 88%
About half the time; 7%
Hardly ever; 3%
Never ; 6%
UK DVR owners who fast-forward the adverts(% of recorded programmes)
Europe West Europe East/ME
8.61.1
48.2
9.4
20082013
DVR Growth by Region(millions of units)
Source:burstmedia
TV Ads are being “tuned out”
FUTURELAB
MarCom Needs A RebootAcross the board (including digital) ...
behaviorally-targeted online ads
FUTURELAB
Younger Web Users are More Likely to Like
Tailored Online Ads than Older Generations
Source:burstmedia
Men are More Likely than Women to Trade Non Personal Information for
Better Online Ad Relevancy
behaviorally-targeted online ads
FUTURELAB
Source:burstmedia
Web User Preferences
FUTURELAB
Content Sites Draw a Social
Following
Source:burstmedia
Purchasing Decisions are Influenced
by Blogging and Social Sharing
Web User Preferences
FUTURELAB
Source:burstmedia
We are the media we
decide what to consume and
where
Changing Media Landscape
Push–pull strategy
FUTURELAB
Mainstream media
ONE-TO-MANY
Niche Media
ONE-TO-FEW
My Media
ONE-ON-ONE BEHAVIRAL TARGETING
We The Media
MANY-TO-MANY
Getting consumers to embrace the messageImagine …
E-marketing
The new process of marketing a brand using the Internet
There is no time for mistakes >> Be focused
> Be prepered
> Use metodology
Strategy
Mix
Activity
Monitoring
Strategy
MixMonitoring €
Activity
TODAY:
Take your existing plan and ask yourself “what’s in it for the customer to give me his media-time?”
How can I make it more relevant and interesting?
And if you don’t know, go into the street and ask or upload a test campaign.
Strategy
Who am I ?
Who is my target audience?
Where are they?
What is the relevant messege?
TODAY:
Take your existing plan and ask yourself “what’s in it for the customer to give me his media-time?”
How can I make it more relevant and interesting?
And if you don’t know, go into the street and ask or upload a test campaign.
Mix
What are my targets?
Brand awarness, Equisitions, Traffic, Usages
Retentions
What are my channels?
Google ads, Facebook ADS SMO, Bloggers ,SEO
PR
TODAY:
Take your existing plan and ask yourself “what’s in it for the customer to give me his media-time?”
How can I make it more relevant and interesting?
And if you don’t know, go into the street and ask or upload a test campaign.
Activity
Implementation
Messeges
Target Audience
Media / Channel
TODAY:
Take your existing plan and ask yourself “what’s in it for the customer to give me his media-time?”
How can I make it more relevant and interesting?
And if you don’t know, go into the street and ask or upload a test campaign.
Monitoring-Real Time Data
Google ADS -
Facebook ADS Brand monitoring
PR bloggers
Web analitycs
CadilLac XTS
Don’t waste your money!
Who is my target audience?
Emotional, explorer, status seeker
Risk Averse, practical, economic driven
Vehicles -CadilLac XTS
Who is my target audience?
Thank you
הרכב מודעות
Vehicles -CadilLac XTS
Who is my target audience?
Emotional, explorer, status seeker
Risk Averse, practical, economic driven
Thank you
Vehicles -CadilLac XTS
Who is my target audience?
Thank you
Vehicles
Who is my target audience?
Thank you
הרכב מודעות
CadilLac XTS
Getting consumers to embrace the message
Beat carmageddon
Who am I ?
Who is my target audience?
Where are they?
What is the relevant messege?
http://youtu.be/WgvnHF7te_4
Follow and spread the world
What are my targets?
Brand awarness, Equisitions, Traffic, Usages
Retentions
What are my channels?
Google ads, Facebook ADS SMO, Bloggers ,SEO
PR
The new is talking about us
What are my targets?
Brand awarness, Equisitions, Traffic, Usages
Retentions
What are my channels?
Google ads, Facebook ADS SMO, Bloggers ,SEO
PR
Mix
What are my targets?
Brand awarness, Equisitions, Traffic, Usages
Retentions
What are my channels?
Google ads, Facebook ADS SMO, Bloggers ,SEO
PR
Strategy
Mix
Activity
Monitoring
Strategy
MixMonitoring €
Activity