Media Buying Forum, Merkle | Periscope
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The realities of in-housing presented by Toby Benjamin
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Media Buying Forum, Merkle | Periscope
- 1. © 2018 Merkle. All Rights Reserved. Confidential ` © 2018 Merkle. All Rights Reserved. Confidential Empowering brands with greater control, flexibility & transparency through in-housing Toby Benjamin THREAT OR OPPORTUNITY?
- 2. © 2018 Merkle. All Rights Reserved. Confidential2 Customers today are looking for unique, personal, authentic experiences with brands They want deeper connections with the businesses they buy from
- 3. © 2018 Merkle. All Rights Reserved. Confidential3 PERSONAL ORCHESTRATED AGILE Delivering on these expectations demands that your business becomes more
- 4. © 2018 Merkle. All Rights Reserved. Confidential4 Getting it right d elivers h u ge reward s Companies using Data-Driven decision making are…. 5% more productive 6% more profitable than their competitors
- 5. © 2018 Merkle. All Rights Reserved. Confidential5 It’s complex, daunting & intimidating A n d many d on ’t even kn ow wh ere to start
- 6. © 2018 Merkle. All Rights Reserved. Confidential6 TRANPARENCY | CONTROL | ACCOUNTABILITY MARKETERS DEMAND GREATER
- 7. © 2018 Merkle. All Rights Reserved. Confidential7
- 8. © 2018 Merkle. All Rights Reserved. Confidential8 1/3 of advertisers have expanded their in-house capabilities in 2018
- 9. © 2018 Merkle. All Rights Reserved. Confidential9 We had too many people between us and the consumer It was taking too long to get things done. We have to move a lot faster
- 10. © 2018 Merkle. All Rights Reserved. Confidential10 © 2018 Merkle. All Rights Reserved. Confidential10 So how do you do it?
- 11. © 2018 Merkle. All Rights Reserved. Confidential11 © 2018 Merkle. All Rights Reserved. Confidential11 Find the right balance
- 12. © 2018 Merkle. All Rights Reserved. Confidential12 © 2018 Merkle. All Rights Reserved. Confidential12
- 13. © 2018 Merkle. All Rights Reserved. Confidential13 © 2018 Merkle. All Rights Reserved. Confidential13 Taking control is not a binary decision
- 14. © 2018 Merkle. All Rights Reserved. Confidential14 © 2018 Merkle. All Rights Reserved. Confidential14 100% AGENCY MANAGED & SUPPORTED HYBRID MODEL: TECHNOLOGY & CONTRACTUAL IN-HOUSING WITH AGENCY ACTIVATION IN-HOUSING WITH EMBEDED PARTNER SUPPORT TEAMS TOTAL INDEPENDENCE & INTERNAL TALENT
- 15. © 2018 Merkle. All Rights Reserved. Confidential15 © 2018 Merkle. All Rights Reserved. Confidential15 INNOVATION & DEVELOPMENT LONG TERM BRAND STRATEGY CREATIVE PRODUCTION 3RD PARTY PARTNERSHIPS COMMERCIAL CONTRACTS MEASUREMENT & ATTRIBUTION DATA MANAGEMENT & AUDIENCE SEGMENTATION BUDGETING & TARGET SETTING KEY TECHNOLOGY PARTNERSHIPS DIGITAL MEDIA EXECUTION Agency In-House
- 16. © 2018 Merkle. All Rights Reserved. Confidential16 © 2018 Merkle. All Rights Reserved. Confidential16 OPERATING MODEL TECHNOLOGY PEOPLE PROCESSES INVESTMENT
- 17. © 2018 Merkle. All Rights Reserved. Confidential17 © 2018 Merkle. All Rights Reserved. Confidential17 Find the right balance key takeaway it isn’t a binary decision, support brands in understanding if this is the right journey for them, and decide how far they want to go
- 18. © 2018 Merkle. All Rights Reserved. Confidential18 © 2018 Merkle. All Rights Reserved. Confidential18 Find the right balance Build THE plan together
- 19. © 2018 Merkle. All Rights Reserved. Confidential19 KEY FOCUSES AGILITY IN-HOUSING CX TECH EXPLOITATION VALUE DIGITAL ACCELERATION
- 20. © 2018 Merkle. All Rights Reserved. Confidential20
- 21. © 2018 Merkle. All Rights Reserved. Confidential21 INDIRECT (dis –intermediated) Having a strong brand affinity and awareness is key, BUT they don’t buy from the brand so being relevant across the lifecycle is aspirational, but not practical FREQUENT (Regular interactions - retail) Success is predicated on maximising repurchase events, which is a function of experiences during in-life, maximising value generating opportunities in-life and predicting repurchase triggers Frequency is the real driver of value, so understanding and using data to maximise return visits and achieve maximum share of wallet is key TERM (Renewal based)
- 22. © 2018 Merkle. All Rights Reserved. Confidential22 START WITH THE END IN MIND INSIGHT ORGANISATIONAL ACTION TECHNOLOGY DATA Transformative Connected & Accessible Integrated
- 23. 23 WALK RUN SPRINT FLY STRATEGY DECISIONING DATA COMPONENTS ANALYSIS EXPERIENCE CHANNELS Single Channel Multi Channel Omni Channel Omni Channel PERFORMANCE MARKETERS OMNI-CHANNEL MARKETERS IDENTITY MARKETERS SOPHISTICATION
- 24. 24 Agile Teams Deployed To Customer Need StateCross Discipline TeamsChannel Based Teams + CRM Manager Creative & Production Lead Data Scientist Customer Analyst Attribution Specialist CRO Lead Business Intelligence Analyst + Digital Strategist UX Specialist Insight Analyst Audience/DMP Lead Channel & Performance Leads Analytics Specialist Campaign Management Manager CMO/Executive Team DrivenMarketing DrivenDigital Driven Organisational Structure Skillsets Required Business Ownership & Involvement WALK RUN SPRINT FLY PERFORMANCE MARKETERS OMNI-CHANNEL MARKETERS IDENTITY MARKETERS
- 25. © 2018 Merkle. All Rights Reserved. Confidential25 © 2018 Merkle. All Rights Reserved. Confidential25 Find the right balance Build THE plan together key takeaway Understand WHERE they stand today, prioritise, and have a clearly defined roadmap for the future
- 26. © 2018 Merkle. All Rights Reserved. Confidential26 © 2018 Merkle. All Rights Reserved. Confidential26 Find the right balance Build THE plan together Be the right partner
- 27. © 2018 Merkle. All Rights Reserved. Confidential27 The traditional agency model is challenged
- 28. © 2018 Merkle. All Rights Reserved. Confidential28 TRANSPARENT | COLLABORATIVE | FLEXIBLE Not controlling with their approach & model In everything they do Tomorrows Todays Agency is….
- 29. 29 FLEXIBILITY TO DIAL UP/DOWN SUPPORT AGILITY TO ADD/REMOVE CAPABILITIES ROI INSIGHT FOCUS DATA & TECH MATURITY FOCUS AD TECH CONSULTANT OFFICE BASED ON-SITE ROI FOCUS INSIGHT FOCUS MATURITY FOCUS MEDIA SCIENCE ASSOCIATE OFFICE BASED ON-SITE ROI FOCUS INSIGHT FOCUS MATURITY FOCUS PROGRAMMATIC ASSOCIATE OFFICE BASED ON-SITE
- 30. © 2018 Merkle. All Rights Reserved. Confidential30 © 2018 Merkle. All Rights Reserved. Confidential30 Find the right balance Build a plan together Be the right partner key takeaway BE Transparent, be collaborative, be flexible.
- 31. © 2018 Merkle. All Rights Reserved. Confidential31 © 2018 Merkle. All Rights Reserved. Confidential31 THANK YOU Toby Benjamin tbenjamin@merkleinc.com
Editor's Notes
- Take your pick from loss of trust, data mishandling, brand safety, short-termism or just your regular rubbish, no-one is 100% exempt. The bad and the ugly are clear and a few declining share prices make this point. However, it is our collective responsibility to resolve it, because something big is at stake here – namely the efficacy of marketing itself, its credibility in the C-suite and our ability to attract the smartest and most creative people to this industry.
- Massive change – consumer demands + erosion of trust with agencies/digital
- Resulting in more in-housing
- But it’s a huge leap, and leaves clients without safety net & access to functions they know they need/can’t bring in-house
- So realising it’s not a in/out question
- Spectrum of options available
- With increasing layers of options as you get into the weeds
- With increasing layers of options as you get into the weeds
- So what does people based marketing mean, and what does it deliver? Firstly, it means you make you look to plan and buy your media by putting people first. If you know who you’re speaking to, you can make that experience more personal and be more effective with how often you speak to them. It also means that rather than focussing on single transactions, you nurture relationships with your customers over time. This helps deliver on customer value.
- So what does people based marketing mean, and what does it deliver? Firstly, it means you make you look to plan and buy your media by putting people first. If you know who you’re speaking to, you can make that experience more personal and be more effective with how often you speak to them. It also means that rather than focussing on single transactions, you nurture relationships with your customers over time. This helps deliver on customer value.
- And traditional agency model is just not set up/built to facilitate this support in the way clients now need/demand it You’ve got the slow decline of an industry. The traditional advertising industry is now a no- or low-growth industry $20bn has come off the market cap of the three biggest companies in the whole industry [WPP, Omnicom and Publicis Groupe]. And the guy who created the largest, Martin Sorrell [formerly of WPP], has set up something very different [S4 Capital]."
- What do they offer? These things.
- So what does people based marketing mean, and what does it deliver? Firstly, it means you make you look to plan and buy your media by putting people first. If you know who you’re speaking to, you can make that experience more personal and be more effective with how often you speak to them. It also means that rather than focussing on single transactions, you nurture relationships with your customers over time. This helps deliver on customer value.