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THE DIGITAL FUTURE BRIAN FETHERSTONHAUGH
CHAIRMAN & CEO, OGILVYONE WORLDWIDE
HIGHWAY TO HELL OR STAIRWAY TO HEAVEN?
HIGHWAY TO HELL
More Innovation!
MoreAccountability!
THE MARKETER’S HOT SEAT
THE MARKETING CONFIDENCE GAP
Source: eMarketer 2008, EdisonMedia Research 2008, MRI 2008, Nielsen Media Research 2008, Neo@Ogilvy Media Analytics, PricewaterhouseCoopers LLP, Wilkofsky Gruen Associate. November 2009 Report.
% Consumer Time Spent Online % Advertising Dollars Spent Online
0%
10%
20%
30%
40%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
The Marketing Confidence Gap
Wheee!
Wow!
Yaaay!
• One-off mentality• Perpetual start-up mode• Chasing the next shiny object
STAIRWAY TO HEAVEN
•Mindset•Pathway•Platform•Discipline
THE RIGHT MINDSET
Four Ps
Product
Place
Price
Promotion
Four Es
ExperienceEveryplace
Exchange
Evangelism
THE SIX GLOBAL DIGITAL HOT ZONES Search
Digital Video Storytelling
Mobile
Social Media
Performance Marketing
Digital out-of-home + POS
CREATING THE STAIRWAY TO HEAVEN
START HERE
TIME
•Digital Ambition
•Customer Journey
•Platform Choices
PHASE 1 PHASE 2 PHASE 3 PHASE 4
CREATING THE STAIRWAY TO HEAVEN
START HERE
TIME
PILOT TEST #1
ADD TEST #2
OPTIMIZE #1
ADD TEST #3
OPTIMIZE #1, 2
ADD TEST #4
OPTIMIZE #1, 2, 3
PHASE 1 PHASE 2 PHASE 3 PHASE 4
“Stop the campaignery.”
© 2009 IBM Corporation © 2009 IBM Corporation
IBM Wimbledon SEER application
Button TextButton Color
Link & Text
log-in button
Number of Offers
Original Optimized
+15%
Am I doing the best for my baby?
The universal insight
It all starts with Mom
GSI Consumer Intent Model 2009Personas
Understanding Mother’s Journey
Friends & Family
Social Search & Blogs
SocialNetworks
Websites
e-Commerce
We need to focus on Mom, not just websites
A creative platform that grows with mum and baby.
Mobile apps
NESTLÉ
WHERE WILL YOU LEAD US ?
STAIRWAY TO HEAVEN
HIGHWAY TO HELL
