GOLIN DIGITAL
Zaheer Nooruddin Digital Technology, Media, Marketing in Asia and China.
Zaheer Nooruddin
Head of Digital Innovation, Asia
@DIGIBLE
A story about the future.
REALITY
"Half the money I spend on advertising is wasted. Trouble is I don't know which half."
John Wannamaker
Today.
Today:
Era of Clicks and Swipes.
Today:
Global Marketing marketplace
1 Trillion
US$
MarTech & The Decade of the CMO Report 2015
Already today:
Mobile is so captivating 60% of youth would give up TV first.
Global Mobile Landscape Report 2015
Social Signals.
The Future.
Today:
Global Ad Spend
$500 Billion
MarTech & The Decade of the CMO Report 2015
Today:
1% of $1 Trillion
Marketing
Technology.
MarTech & The Decade of the CMO Report 2015
An Era of Gestures.
Glass, Skin, and Walls.
World of Sensors.
50.1 Billion
Connected:
Devices
2020.
"The best advertising isn't advertising."
Next 5 years:
80% of all media consumed digitally.
Digital Futures Report 2015
The Future of Brand Communications...
Good!
Data =
Good!
Far greater
At scale.
In real-time.
consumer insight.
Half of all media
consumed will be on
Wearables & Mobile.
Gartner Report 2014
Marketing Technology.
MarTech & The Decade of the CMO Report 2015
10x
No one will click on ads (or on anything) anymore.
Hire an agency. Launch a campaign. Repeat. Repeat. Repeat.
Repeat.
Ideas
are overrated.
"The traditional agency
is fundamentally broken when we can crowdsource 20 ideas instead of one."
Guy Longworth, Sony PlayStation, CMO
RIP.
Bye bye, interruption.
Already today:
9 of 10 consumers want brands to make ads that feel like
stories.
Storytelling.
Going beyond
self-congratulations.
More than gimmicks
to sell more crap.
To sell more,
stop selling.
Please?
The Future.
Acquisition
Retention
Referral
Intention
Consideration
Awareness
Relevance
Same, same,
but different.
People don't read ads. They read what interests them, and sometimes it's an ad.
Howard Gossage
AUGMENTED
Deep insights.
Single view of the customer.
Non-linear experiences.
Linear content.
, not ads.
Stories
Every company has stories to tell.
Purposeful
Valuable
Brand DNA
The future: 3 types of communications
"Storytelling is about relationship—
Describing the world of your audience
What they care about
Where they are trying to get in life.”
Michael Margolis, CEO
Culture of the brand. O2O
Valuable
Brand DNA
Unbranded, curated storytelling.
89% of marketers agree that
3rd-party content is more credible.
Go deeper.
Aggregate data across channels and devices in real-time
to gain a single view of each customer.
Build models that predict customer preferences,
at scale, cost- effectively,
in real-time.
Mass personalization.
Mass
Personalization
Personalize every brand experience with a unified customer profile.
Market to the few.
Audience
Targeting
In mobile games
60% of revenues from 0.23% of players.
The Swrve Monetization Report 2015
artificial intelligence
story science
learn
buy
optimize
create
plan
Communications, at scale
Create authentic stories at scale, in many formats.
Distribute across fragmented channels.
Identify and work with advocates.
Content Marketing
At Scale
Inform and inspire
in the same message.
Make It Count
Brand DNA
As a brand, become media.
Surface
relevant content
across all touchpoints
at optimal times.
Use Location
to increase the relevance of content to the consumer.
Right message, time, place.
“The launch of Journey is an opportunity to shift the way we communicate online.”
Signaling ambitions to move to multimedia and curated content.
VIRTUAL
Help a Child reach 5
Purposeful
Make it impossible not to share.
What’s the first thing a child says when she learns to talk?
"Tell me a story."
In the future,
if all else fails...
The Future of Advertising - Zaheer
By GOLIN DIGITAL
The Future of Advertising - Zaheer
"The Future of Creative Communications & Advertising." A November 2015 presentation for students in HK by Zaheer Nooruddin, Head of Digital Innovation, Asia, at GOLIN. www.golin.com
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