《数字营销资料》innovationandtechnologyforbetterengagementv

1、,Scott Beaumont President, Google Greater China,Innovation and Technology for Better Engagement,Our intuition about the future is linear. But the reality of information technology is exponential.If I take 30 steps linearly, I get to 30. If I take 30 steps exponentially, I get to 1 billion.,- Ray Kur

2、zweil,What will advertising look like in 5 years?,Multiple voices trying to get consumers attention,广告,精准,体验,而之,How do we make audience targeting successful?,Find the right audiences,Target at the right time,Engage with immersive experience,Video1: ArtCopyCode,Guideline for higher engagement,Immersi

3、on,Can I go deeper into the story-world?,Interactivity,Can I interactwith the story?,Integration,Is the story cohesive across devices?,Impact,Does the story inspire me to take actions?,Video2: Skyfall,Video3: Estee Lauder,How do we make audience targeting successful?,Find the right audiences,Target

4、at the right time,Engage with immersive experience,“Half my advertising is wasted, I just dont know which half.” - John Wanamaker,Find the Right Audiences,YOUR CAMPAIGN: Baby Diaper,虹(Hong) 28 year old female High education Live in BJ,玲 ( Ling) 21 year old Near the baby store Search “diaper for gift

5、”,刚 (Gang) Viewed “how to choose diaper” on Youku On Mom/Baby sector of Zhihu (知乎 ),Target with the right signals,Behaviors,Demos,Demos,+,New,Combining signals supercharges ads,Un-targeted,Targeted,Un-targeted,Targeted,Un-targeted,Targeted,Un-targeted,Targeted,Un-targeted,Targeted,Source: Axciom, Fe

6、b 2013,New way to lead consumers to the right outcome,Has seen the masthead,And planed the game,Hes currently in Shanghai,Its raining in Shanghai today,Searched Shanghai Cinema,And get an ad,On his way, he gets a text with directions,his electronic tickets and a message telling him to enjoy the film,How do we make audience targeting successful?,Find the right audiences,Target at the right time,Engage with immersive experience,“It is an exciting time to be doing w