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?
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 $#!+
28. The Long Idea Time
Aware Customer
Multiple Media
BIG IDEA
Dimensions
Multiple Audience
Dimensions
29.
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