Brits, Belgians, bloggers and vloggers: a motley collection of speakers was the end of October on the stage of the first conference of ILO in years: digital marketing innovation - how to make it work? In The Silent warehouse in Amsterdam, the participants had many insights. The five takeaways come from Tom Morton, Marnick Vande Broek and Jerome Lemaire.
1. Using data for optimization inspiration
"75 percent of the marks is not missed when they disappear, how much data you have. Using data therefore not to optimize, but to inspire, "says Tom Morton. Do your research and you will find " magic number " that no one else has discovered.
Tom had to work with a drop in sales of the drink Mountain Dew. Audience: skaters. How could the brand reach them again and sell more bottles? "Traditional advertising was not working. We then decided to follow a number of skaters for a week and found out that they are doing 40 percent of the time repairing their board. "
"Forty percent! We had to pack our magic number. We played on these numbers by a commonly used tool, a hex wrench in it in the cap of a limited edition bottle containing." The whole run of the bottles was inside two days out, asked the skater community through social media to more and corresponding low-budget video went viral.
Interesting? The entire case study can be found on warc.com , a site where you have a moment to register.
2. Mobile first is so 2007
If you still need to optimize your business for mobile, you walk hopelessly behind, seen from the talc Jeroen Lemaire. "The smartphone is definitely important, but we must go all aware that he will no longer exist."
"Work, therefore, in light of emerging technologies: the current trends are internet of things, artificial intelligence and mixed reality." In other words, you develop business plan so that you are in the future to respond to these techniques paste an app on your current business model. really not.
3. Start from an insight
"Who from an insight developed a product?" It remains quiet in the hall, but Marnick reassures us: he does so more often than not. Insights you can not force it, after all, but you have one, then do something with it!
Marnick a good example: a vacuum cleaner. Sexy is different. But "A vacuum cleaner that we developed is transparent. On the drawing board ever thought that you do not want to see the dirt in your vacuum cleaner, but people want a reward for hard work. If you see dirt, you think pride: "I but nicely done here! '"
4. Convince your supervisor
A large number of speakers and attendees work in the marketing department of a large company. And it's often fighting for a place for innovative ideas. Marnick: "We humans are programmed to dislike change. CEOs wonder why they have to change a sales process as it still works. "
Also in the year 2016 this is reality. Therefore, he recommends a " ally found. Someone who has more influence than you, but unlike the CEO be open to change and experimentation. At PepsiCo, he stratte as cute IT nerd, "I was the guy who collected likes on Facebook. In my ideas for digital content has not listened. Until I went to work with a brand manager who has authority and dares to kick shins. We started small and made a low-budget video. Which led to six percent sales growth for our brands. Suddenly there was interest in my ideas. "
5. Do the dirty work: ship!
We tend to want to launch something until it's perfect. Jeroen Lemaire calls to launch soon, in other words: 'shippen. Jeroen: "You have such a fantastic idea, but the actual implementation is more difficult. Only when you shipt, get feedback and get you quickly to your desired result: shippen is agile. If you do not shipt, you do not come forward. "
Beautiful views - the innovative one, the other a butt kicker . But ultimately, the conclusion of all the speakers that nobody has the golden formula. In short: try and learn!
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