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Driving Business performance through digital & personalisation ANNELI RITARI-STEWART, MANAGING DIRECTOR YVONNE BALFOUR, CHIEF MARKETING OFFICER


The (Digital) Consumer


This has led to the emergence of a new economy


The Digital Economy


Disruption = Meeting Expectations


Marketing in the Digital Economy


How we do it


Designed and operated to COMPLEMENT and COLLABORATE through our ten network brands 35,000 people. 5 continents. 24 time zones Pioneering and delivering the most effective brand, media and digital communications solutions for our clients SEVEN Specialist Brands

Plus 55 Leading Local Brands


Ultimate Finance’s Transformation & Record Breaking Year


Our Vision We will provide UK SMEs with Good Funding by delivering trusted and flexible loan finance and supporting services through online and face to face relationships, achieving a profitable loan book of ÂŁ500M by the end of 2020


Objectives

Achieve positive ROI and prove that the direct-toconsumer model works

12

Launch the brand: “THE funding provider that takes the headache out of funding�

Position Ultimate Finance as the most credible alternativefunding provider

Increase traffic and quotes submitted by the right audience


Key Challenges

Transforming into a FinTech company

Finding the right audience

Building Trust


Strategy & Execution


Agile Performance Driven Model

Video

Press

Display

VoD

Content

PPC

Native

Social

Affiliates

Calibrate Resource & Budget To Most Effective Channels

Email


Superior Audience Understanding Knowledge of funding and business level of risk

Target Audience Personas

Assessment based on demographics, attitudes & behaviours

Proxy Audiences

Research tools to assess media habits

Precise Targeting

Simon

‘Savy CEO’

Ed

‘Alternative funding customer’

Tim

‘Traditional bank customer’

Nancy

‘New to funding’


Align with trusted content across 3 key pillars Introduce

Assure

Convert

Video

Press partnership

Search Display

Display Social

Paid social

Content & pr

Affiliates

Email

Drive brand awareness within target segment

Build credibility and trust within targeted segment

Capture segments at purchase stage and drive to conversion


And Use Precision Targeting To Serve Content

Right person

Right context

Right message


Personalised Dynamic Creative


Building The Brand ‘Good Funding’


Results

Ultimate Finance had a record breaking year of lending

47% increase in cash provided to UK businesses year-on-year

Client base increased by 32% year-on-year

Ultimate Loan clients increased by a massive 78%


Significant Increase in traffic, new users & quotes

New Users

386%

19,875 vs 4,093

*Results from Year 1 - from Feb 2016 to Feb 2017

348,22%

Sessions

Quotes

191%

311%

27,797 vs 9,566

699 vs. 170


We proved that the direct to consumer model works

Positive ROI


edinburgh@iprospect.com


Questions? anneli.ritari-stewart@iprospect.com


Digital Day 2018: Digitisation, Disruption & Data Hew Bruce-Gardyne Co-Founder, TVSquared

© 2018 TVSquared All Rights Reserved


Digital Day 2018

A Small Caveat

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The Role of TV


The Role of TV

“The Report of My Death is an Exaggeration” Global TV Ad Spend

TV vs. Digital Ad Spend 300

250

150

100

50

2019

2018

2017

2016

2015

2014

2013

2012

0 2011

U. S.

LA TA M M .E .

Digital

200

2010

$212B

TV Spend ($B p.a.)

C A AP

Eu ro pe

tvsquared.com


55M

135M

120M

166M

65M

85M 15M


The Role of TV

Trusted by Viewers …

tvsquared.com


The Role of TV

‌ and Brands Right association, right audience, trusted environment Brands, including P&G and Coca-Cola, have moved ad dollars back to TV due to digital issues with digital safety, transparency and fraud

Content Context Control

tvsquared.com


The Story of TVSquared


The Story of TVSquared

High Demand = High Growth 950

1,200

1,000 0.43% daily growth = 14% monthly growth =

Spot File Loads per Month

800

3.8x annual growth

490

600 R² = 0.9114

170

400

20 200

0 Oct 2012

May 2013

Nov 2013

Jun 2014

Dec 2014

Jul 2015

tvsquared.com

Jan 2016


The Story of TVSquared

Growth is great 1,200,000,000 1,000,000,000 800,000,000 600,000,000 400,000,000 200,000,000

Jun 2016

Feb 2016

Oct 2015

Jun 2015

Feb 2015

Oct 2014

Jun 2014

Feb 2014

Oct 2013

Jun 2013

Feb 2013

Oct 2012

Jun 2012

Feb 2012

-

tvsquared.com


The Story of TVSquared

Growth is great … but it does bring problems 1,200,000,000

4,500,000 4,000,000

1,000,000,000

3,500,000 800,000,000 3,000,000 600,000,000

2,500,000

400,000,000

2,000,000 1,500,000

200,000,000

1,000,000

Jun 2016

Feb 2016

Oct 2015

Jun 2015

Feb 2015

Oct 2014

Jun 2014

Feb 2014

Oct 2013

Jun 2013

Feb 2013

Oct 2012

Jun 2012

Feb 2012

-

500,000 -

tvsquared.com


TV: A PerformanceMarketing Channel


Performance-Marketing Channel

Real-Time Measurement

Enhances Digital

Reach and Frequency

Optimisable

Immediate Action

tvsquared.com


Performance-Marketing Channel

Brands

OTT and tech brands are the fastest-growing group of TV advertisers. These six brands represent $500M in U.S. TV spend.

tvsquared.com


Successful, high-budget campaigns devote 66%+ of media spend to TV

For every ÂŁ1 spent on TV, a brand generates ÂŁ1.79 in profit

22% more impactful than Facebook; 24% more than YouTube

tvsquared.com


TV & Digital


TV & Digital

TV Drives Digital 90% of viewers watch with second-screen devices in-hand or nearby

tvsquared.com


TV & Digital

Connected Ecosystem TV is a primary driver of search for advertisers. The minutes after a spot airs is when search activity spikes.

tvsquared.com


TV & Digital

2018 Ad Spend – Global

Digital

SEARCH

TV

20

40

60

80

100

120

140

160

180

200

220

240

Billions ($) tvsquared.com


The Future of TV


TVSquared

49

TV = All Things Video

tvsquared.com


The Future of TV

TV Targeting – Beyond Age and Gender

Women 18-35

Urban Dwellers

$100K Medium Income

2+ Children

tvsquared.com


The Future of TV

Analytics Beyond Attribution PREDICT AND ACT

UNDERSTAND Descriptive

Diagnostic

Predictive

Prescriptive

What happened?

Why did it happen?

What should happen?

What will happen?

`

Hindsight

Insight

Foresight

tvsquared.com


Advice for Disruptors


Digital Day 2018

Advice for Disruptors

It all starts with the product

Don’t let “perfect” be the enemy of “good”

Surround yourself with good people

tvsquared.com


hello @helenalangdon


so people started writing to us


they asked us to start a blog


and a newsletter


and finally, we got a Facebook account


1. Keep it personal


2. Make the hard sell interesting


3. Learn by doing



4. Be relevant

(but be relevant in your own way)


5. If you’re 70% sure, go for it


thanks for listening


What is data journalism?


It’s what data journalists do.


Where can we find important stories not being told by anyone else?


“Where do you get your data from?”


Can we help people find and explore useful information about where they live?


Can we do that without being boring or nerdy?


Local news for local people (and national news for local people too).


“Where do you get your news?”


“Is there a map with that?”


Since 2008, these are the homes sold for more than ÂŁ5m in the West Midlands


Here’s the whole of Wales


And here’s one London borough


People like postcodes


Long-form investigations


Working with partners


Robot journalism without the robots


Why do data journalists like data journalism?


Why do editors, owners and commercial partners like data journalism?


T H E D E V I L’ S I N T H E D ATA Exploring the “small” matter of consumer trust

Official Data Partner of Marketing Society Scotland


17%

of respondents said they deleted the Facebook app from their phone over privacy concerns.

35%

said they were using Facebook less than they used to over the privacy issue.

9% 76%

reported deleting their Facebook account altogether.

said they were "very aware or somewhat aware" of the Cambridge Analytica scandal.

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}


THERE COULD BE more

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IS IT just

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}


}


Connections…

}


At Union Data we call this DATA SHARPENING, focusing on unleashing the creative power of data for the common good.

}


1 0

0 1

}

}

}

DATA CAN BITE YOU BACK.

THE COMBINATION OF DATA

THE DEVIL

EVERY TIME YOU USE IT,

WITH CREATIVITY IS

IS IN THE DATA,

THINK SHOULD I,

INCREDIBLY POWERFUL,

BUT DATA IS

THINK WHAT IF…

DO NOT LOSE SIGHT OF WHAT

NOT THE DEVIL.

WE ARE TRYING TO DO.

}


dma we are the

John Mitchison Director of Policy and Compliance john.mitchison@dma.org.uk

@john_mitchison @DMA_UK


dma we are the

EU GDPR The Devil’s In The Data John Mitchison


Who is the DMA? Largest marketing & communications professional body in Europe Connecting, enabling and inspiring our members Self-regulatory body for one-to-one marketing Shaping the future of the industry

Recognising innovation, best practice and excellence

dma we are the


What we do

dma we are the


GDPR: evolution not revolution

dma we are the


Sharing data is part of the modern society

69% Agree

Source: Foresight Factory / DMA / Acxiom | Base: 1047 online respondents aged 18+, GB, 2017 DMA

dma we are the


“

I would like more control over the personal information I give companies and the way it is stored

�

86% Agree

Source: Foresight Factory / DMA / Acxiom | Base: 1047 online respondents aged 18+, GB, 2017 DMA

dma we are the


I would like more transparency about how my data is collected and used

88% Agree

Source: Foresight Factory / DMA / Acxiom | Base: 1047 online respondents aged 18+, GB, 2017 DMA

dma we are the


Data exchange: Who benefits most ‌

Consumers

8% 7%

Businesses

80% 78% Source: Foresight Factory / DMA / Acxiom | Base: 1047 online respondents aged 18+, GB, 2017 DMA

dma we are the


Customer engagement 75% of consumers “expect organisations to understand their individual needs”

40% stated they’d be less likely to buy from a company who sends them multiple communications that are irrelevant and don’t meet their needs

59% of said they would unsubscribe from that company’s content if the offers they receive are irrelevant to their needs and preferences

Sources: IBM survey, http://www.mycustomer.com/feature/data/importance-building-data-driven-marketing-strategy/169669; Boxever survey “Grounded by Untargeted Marketing”, 2015

dma we are the


Drivers for data sharing: What entices consumers?

58% 30% Trust

Lower prices

30% Freebies

25% Known brand

20% Word of mouth

Source: nVision Research | Base: 912 online respondents aged 18+, GB, 2015 DMA

dma we are the


RNLI

dma we are the


Brewdog – Free Beer

dma we are the


Brewdog – Free Beer LinkedIn Outrage “It’s not free beer. You are paying for it with your data and with the tacit approval (and therefore encouragement) of contempt for the rule of law, corporate malfeasance and disdain for fundamental human rights. It’s actually very expensive beer.”

dma we are the


dma we are the


Data Protection is not just GDPR • ePrivacy to replace PECR • EU Commission published their proposal in January. • Final text by end of year (?)

dma we are the


GDPR and ePrivacy (PECR)

dma we are the


Data Protection is not just GDPR • Consent only – No LI or other legal grounds

• Cookies – No permission, no tracking

• Electronic communications – Email, SMS, Phone, OTTs and VoIPs

• Soft opt-in – Time restriction

• B2B dma we are the

– Consent required


ePrivacy - Cookies

dma we are the


“…we marketers are making an enormous error of product orientation. Just because we can do a much more advanced job of targeting, and just because it certainly makes marketing more successful, does not necessarily mean that consumers want any part of it. In fact, we can be certain that they do not.”

dma we are the

Mark Ritson


• 55% of British adults “hate the idea of personalised, targeted advertising” – YouGov.com March 2018 • Only 9% of Americans said they wanted to see more targeted advertising – Reuters April 2018

dma we are the


dma we are the


DMA Code: a Roadmap to Trust

dma we are the


GDPR Checklist

GDPR for marketers: Accountability

GDPR for marketers: The essentials

In partnership with

In partnership with

dma we are the


The opportunity for business “UK businesses should seize upon GDPR as the catalyst to transform their businesses into human-centric ones. They should use the GDPR framework as the foundation for an authentic and transparent relationship with their customers.�

dma we are the


dma we are the

John Mitchison Director of Policy and Compliance john.mitchison@dma.org.uk

@john_mitchison @DMA_UK


MARKETING SOCIETY SCOTLAND – DIGITAL DAY – TRENDS

@wearerom @si_watson


What percentage of the UK population do not trust social media platforms with their data?

75%

Source: YouGov Profiles 2018

85%


What percentage of the UK population do not trust social media platforms with their data?

75%

Source: YouGov Profiles 2018

85%


What percentage of people who work in the marketing industry think Trump’s UK visit will be good for relations?

15%

Source: YouGov Profiles 2018

26%


What percentage of people who work in the marketing industry think Trump’s UK visit will be good for relations?

15%

Source: YouGov Profiles 2018

26%


What percentage of people who work in the marketing industry think GDPR is a fun topic?


What percentage of people who work in the marketing industry think GDPR is a fun topic?

0%


How many of the UK population have invested in any type of cryptocurrency?

1.1 million

Source: Finders

2.2 million


How many of the UK population have invested in any type of cryptocurrency?

1.1 million Source: Finders

2.2 million


What percentage of the UK population think we should boycott the World Cup in Russia?

37%

Source: YouGov Profiles 2018

49%


What percentage of the UK population think we should boycott the World Cup in Russia?

37%

Source: YouGov Profiles 2018

49%


What percentage of people who work in the marketing industry are not confident about Brexit?

67%

Source: YouGov Profiles 2018

76%


What percentage of people who work in the marketing industry are not confident about Brexit?

67%

Source: YouGov Profiles 2018

76%


Which is the more commonly used digital assistant by the UK population

Google Assistant

Source: YouGov Profiles 2018

Amazon Alexa


Which is the more commonly used digital assistant by the UK population

Google Assistant

Source: YouGov Profiles 2018

Amazon Alexa


What percentage of the UK population think it’s helpful when celebrities talk about their troubles with mental health?

68%

Source: YouGov Profiles 2018

76%


What percentage of the UK population think it’s helpful when celebrities talk about their troubles with mental health?

68%

Source: YouGov Profiles 2018

76%


What percentage of people who work in the marketing industry would decline an invitation to the royal wedding?

31%

Source: YouGov Profiles 2018

19%


What percentage of people who work in the marketing industry would decline an invitation to the royal wedding?

31%

Source: YouGov Profiles 2018

19%


What percentage of the UK population think 1p and 2p coins should be scrapped?

40%

Source: YouGov Profiles 2018

51%


What percentage of the UK population think 1p and 2p coins should be scrapped?

40%

Source: YouGov Profiles 2018

51%


What percentage of people who work in the marketing industry probably won’t have a summer holiday?

34%

Source: YouGov Profiles 2018

22%


What percentage of people who work in the marketing industry probably won’t have a summer holiday?

34%

Source: YouGov Profiles 2018

22%


How many times per day does the average person in the UK touch their mobile smartphone?

Source: Business Insider


How many times per day does the average person in the UK touch their mobile smartphone?

2,617

Source: Business Insider


TECHNOLOGY OR How I Learned To Stop Worrying And Love Marketing


Theo Priestley Technology Evangelist/ Consultant Cynical Futurist

Twitter: @tprstly

@tprstly


18.7m U.S. homes are using a smart speaker. 50% increase between Dec 17 and Feb 18 driven by cheaper prices.

@tprstly


Virtual Assistants First and Second Line Assistance – Customers will meet a different face of your business before they meet you Contextual Knowledge Of The Customer – use the data you capture for relevancy (don’t just market to your customers with it!) Virtually Giving Away The Tools For Free – no excuse not to build for the future

@tprstly


Where Does Marketing Fit Into An Automated Society?

Automated B2B – B2C Marketplaces – the internet of things opens possibilities to reach consumers in new ways through automated transactions

Information Sharing Through Open Data Initiatives – data portals allow companies to work together by sharing relevant customer information for good

Contextual, Real-Time Knowledge Shared Between Suppliers and Buyers and Consumers

@tprstly


@tprstly


71% of users of voice related technology don't make a purchase through it. Of the 29% that do, purchases are mostly entertainment related.

@tprstly


Amazon sells over 70 of its own-label brands.

@tprstly


889 million monthly active users. 200m of them linking their WeChat account to bank cards. WeChat users buy movie tickets, book restaurants or hotels and make small payments using the app instead of cash or credit cards. Getting noticed on WeChat: Promotional Posts WeChat Advertising Online Stores Strategic Partnerships

@tprstly


System Shocked Bot-2-Bot is the new B2B - $16m savings projected at NAB through chatbot integration No More Front, Middle and Back Office – AI and Deep Learning allows businesses to automate complex functions (Lemonade)

Reality vs Hype - Neural Mesh, Skynet, Google Duplex

@tprstly


@tprstly


66% of adult Americans said they do not want tailored marketing. When martech and adtech was explained, that number rose to 80%.

@tprstly


Personalised marketing is not demonstrably more effective. Heavy buyers do not need to be marketed to constantly. You cannot annoy people into a purchase.

@tprstly


v-Commerce? Be v-Careful! Marketing and Advertising – Merging the physical and the virtual world to create new retail experiences v-Commerce – An entirely new way to shop, Audi car showrooms allow you to choose your car and virtually sit in it. Engagement – immersive and invisible environments with Augmented Reality, overlay product information.

@tprstly


v-Commerce? Be v-Careful!

Marketing and Advertising – Merging the physical and the virtual world to create new retail experiences v-Commerce – An entirely new way to shop, Audi car showrooms allow you to choose your car and virtually sit in it. Engagement – immersive and invisible environments with Augmented Reality, overlay product information.

@tprstly


Everything As A Service

@tprstly


Marketing Autonomy Drives Everything As A Service

You can customise every part of the process You can be updated in real-time Mass customisation - lot size of one Service becomes a Platform

@tprstly


People who buy cars take test drives. Making someone take a test drive will not make them buy a car.

@tprstly


The best marketing doesn't look like marketing.

@tprstly


The best marketing doesn't look like marketing.

@tprstly


FUNNELThe best marketing doesn't look like marketing. FUBAR

@tprstly


So Stop Worrying And Love Marketing


Digital day 18 presentations final  
Digital day 18 presentations final