Confessions Norm Johnston führt in die Welt des adaptiven Marketings, das heute viel mit Tischtennis gemein hat: Das hohe Tempo verlangt schnelles Reagieren, der stete Austausch zwischen Marke und Verbraucher halten es spannend. David Ogilvys Buch „Geständnisse eines Werbemanns“ war wegweisend als es 1963 erschien. In einer Zeit geschrieben als die „Mad Men“ die (Werbe-)welt regierten. 50 Jahre später ist Marketing eine innovative Aufgabe an der Kreuzung von Medien und Technologie in einem Reich der Geeks, Daten und Algorithmen. In dieser hypervernetzten Zeit können es Marken mit dem alten Modell halten oder unsere konsumentenge- und datenbetriebene, adaptive Welt umarmen.

1. ADAPTIVE
MARKETING
Norm Johnston
Chief Digital Officer
Twitter @ntjohnston

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17,0
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41,6
52,0
2012 2013 2014 2015 2016 2017 2018 2019 2020
(Billions)

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20%of the total response to
a TV campaign is done
online within
10 minutes of exposure.
Adaptive Marketing10

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150m

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ON AVERAGE
WE PASS
PIECES OF
PERSONAL
INFO INTO
DATABASES
EVERY WEEK
3,254
15 Adaptive Marketing

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64% 45%54% 24%

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PRICEPRODUCT
PROMOTION PLACE
BEHAVIOURSEARCH
SENTIMENTSOCIAL
Adaptive Marketing21

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10 minutes.
20%
of the total response
to a TV campaign is
done online within
of exposure.

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21,000 ad units,
across 845 campaigns, in 25 countries – bought and
optimized in real-time

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Smart Paid + Good Owned = More Earned Media
Adaptive Marketing36
Predicted Volume of Earned Media views based on Unruly
‘Sharerank’
Brands need to develop share
worthy content to increase their
potential earned media.
8
4.5
2 1M Paid Views
Paid
Earned Views (Non Target)
Earned Views (Target)
E= 74,171
1M Paid Views
1M Paid Views
E= 283,001
E=2,265,103
A video with a Sharerank of 8
will receive
34xmore earned views than a video
with a Sharerank of 2
Source: Unruly Analytics 2013

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21,000 ad units,
across 845 campaigns, in 25 countries – bought and
optimized in real-time

40. THE FUTURE
BELONGS TO
THOSE WHO
PREPARE FOR
IT TODAY
Malcolm X

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Changing Culture
AXEL SPRINGER

42. THERE ARE ONLY TWO SOURCES OF
COMPETITIVE ADVANTAGE:
THE ABILITY TO LEARN MORE
ABOUT OUR CUSOMTERS FASTER
THAN THE COMPETITION
AND THE ABILITY TO
TURN THAT LEARNING
INTO ACTION FASTER
THAN THE COMPETITION
Jack Welch