Timo Kruskopf ja Heikki Karjaluoto: TAPPAAKO AUTOMAATIO LUOVAN MARKKINOINNIN
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The document discusses how automation may or may not kill creative marketing and how work is changing. It talks about the continued importance of creativity. It also discusses how collaboration changes with creative agencies. The presentation covers defining big ideas, evaluating big ideas internally and externally, and examples of big long ideas for targets like IT and general counsel.
Timo Kruskopf ja Heikki Karjaluoto: TAPPAAKO AUTOMAATIO LUOVAN MARKKINOINNIN
- 1. Markkinoinnin professori Heikki Karjaluoto Jyväskylän yliopisto Toimitusjohtaja Timo Kruskopf Idea Developement ID Oy TAPPAAKO AUTOMAATIO LUOVAN MARKKINOINNIN JA MITEN TYÖN TEKEMINEN MUUTTUU?
- 2. Luovuudella on edelleen paikkansa!
- 3. Miten yhteistyö muuttuu luovan toimiston kanssa?
- 4. What is a big idea?
- 5. // WHAT’S THE BIG IDEA? Multiple Audience Dimensions
- 6. // WHAT’S THE BIG IDEA? Multiple Media Dimensions Multiple Audience Dimensions
- 7. // WHAT’S THE BIG IDEA? Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
- 8. // WHAT’S THE BIG IDEA? We don’t sell chewing gum •High Stakes •Complex •Specific •Fragmented •Long-Tail
- 9. // BUYER JOURNEY EFM 6-12 month buying cycle Awareness Interest Learn Evaluate Justify Purchase Create demand Search begins Solutions identified Solutions evaluated Shortlist assembled Selection made against needs Suspect Prospect MQL* SAL (telesales) SQL (acct man) Customer Marketing (Brand contact) Sales (Personal sales contact - nurturing process still automated) Search Online journals Social media Review sites Comparison sites Blogs Presentations Podcasts Demos Testimonials Infographics Webinars Case studies Articles Viral videos E-books Whitepapers Trend reports Feature guides Analyst reports Pricing guides Newsletters
- 10. // DEFINING THE BIG LONG IDEA BIG•LONG•IDEA 1.An idea that can drive and sustain audience engagement across all forms of media, and through every stage of the business customer lifecycle 2.BBN’s proven methodology for developing effective, multichannel B2B creative that builds brand, drives demand and unlocks opportunity, everywhere it exists
- 11. The Long Idea Time Aware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
- 12. The Long Idea Time Aware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
- 13. The Long Idea Time Aware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
- 14. The Long Idea Time Aware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
- 15. The Long Idea Time Aware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
- 16. // EVALUATING BIG LONG IDEAS – INTERNAL INPUTS 1. Is it contextually relevant? To the brand, product and strategy/objectives 2. Is it positively different? From competitors, comparisons and clichés 3. Is it multi-dimensional? Across channels, audiences and stages
- 17. // EVALUATING BIG LONG IDEAS – EXTERNAL INPUTS Head Heart “The Three H’s” Holy $#!+
- 18. Big Long Idea // IntraLinks
- 21. The Long Idea Time Aware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
- 23. Target: Information Technology Target: General Counsel
- 27. Mobile Display In-App Ads
- 28. The Long Idea Time Aware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
- 30. • IDC: Secure, Compliant Collaboration in The Cloud • Sharing Sensitive Corporate Documents Without Compromising Security and Governance • Protecting Sensitive Information in Increasingly Distributed and Complex Value Chains • Seeing Beyond the Tension: Resolving Security Conflicts Between IT and the LOBs
- 33. Acquisition Nurturing
- 34. CALA EMEA
- 35. The Long Idea Time Aware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions
- 36. Ask me anything, just We’ve got not if we sync 24/7 service? When would three years’ with SharePoint. we sleep? experience!
- 41. The Long Idea Time Aware Customer Multiple Media BIG IDEA Dimensions Multiple Audience Dimensions