Babelfish: Integrated Marketing In The Digital Era - Implications For FTA TV In Latam Costa Rica 28 9 09

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  • 1. Babelfish planning for efficiency1 © aquarium Marketing & Communications 2008 © Babelfish Marketing & Communications 2009 Babelfish
  • 2. As IMC evolves, it includes more complex disciplines Driving efficiencies = Increasing integrated process complexity -- Entry Aggressive Leadership Vision Vision Market Segmentation (Message Definition) What To Say? Consumer Segmentation Consumer Segmentation Business / Marketing Strategy Business / Marketing Strategy Business / Marketing Strategy Communication Strategy / Message Communication Strategy / Message Communication Strategy Segmentation Segmentation Engagement Platform and Mechanic Engagement Platform and Mechanic Engagement Platform and Mechanic (Content Construction) Ideation Ideation Ideation How To Say? Content Form and Length Strategy Content Form and Length Strategy Content Interface Needs Where, When & How Channel Determination Channel Determination Channel Determination (Content Distribution) much To Say? Activity Mix Formulation Activity Mix Formulation Establish Measurement Structure Establish Measurement Structure2 © Babelfish Marketing & Communications 2009 Babelfish
  • 3. .....as more disciplines get involved, the lines between disciplines disappear (particularly in strategic planning) Traditional segmented IMC Process marketing suppliers Vision Branding company Market Segmentation Market Research, Consulting (Message Definition)What To Say? Consumer Segmentation Creative agency, Market Research Business / Marketing Strategy Agency, Consultancies In the era of Communication Strategy / mass communication Agency, market Research Message Segmentation (with standardised Engagement Platform and Mechanic Ideation Creative agency content forms and (Content Construction)How To Say? Content Form and Length Strategy Creative agency distribution channels), Content Interface Needs Creative agency, Digital agency it was easier for the ad agency toWhere & When To Say? Channel Determination Media department, manage / dominate (Content Distribution) Activity Mix Formulation Media department the whole process Establish Measurement Structure Media department, Consultancies3 © Babelfish Marketing & Communications 2009 Babelfish
  • 4. Challenges facing traditional advertising agencies • Each agency just focussing on it’s vertical discipline (e.g. ad agency - just mass communications) • Clients have a problem – Increased number of suppliers – Don’t have staff / structure to manage increased demands (reductions / juniorisation) – Suppliers fighting each other for space / revenues – Duplication of work / unclear scope for each supplier • Agency of record / lead brand agency has lost strategic ground / credibility to lead integrated strategy – Fragmentation of / diverging discipline thinking – retarding integration – Defensive, not collaborative posture (hanging onto profitable model) – Undermanned planning department (particularly for segmented planning) – Creative drives process (doesn’t allow time for integrating other disciplines) – Core idea developed at same time as mass execution (needs to be separated and anticipated to allow integration with other disciplines)4 © Babelfish Marketing & Communications 2009 Babelfish
  • 5. Traditional ad agencies have been slow to adapt and enter into the ‘Upstream’ strategic planning / cross discipline territory IMC Process Client Vision The battle for Horizontal Strategic Space Market Segmentation (Business & Comms Strategy, Metrics) (Message Definition)What To Say? Digital agency Client in house Media agency Consultancies Consumer Segmentation AD agency Planning Resaerch Business / Marketing Strategy Communication Strategy / Message Segmentation Engagement Platform and Mechanic Ideation (Content Construction) The battle for Discipline PlanningHow To Say? Content Form and Length Strategy Digital Adv. agency Promotions agency Trade Mkt agency Database agency Social Marketing Content Interface Needs Website agency Events agency Design agency Media agency POS agency DM agency AD agency PR agencyWhere & When To Say? Channel Determination (Content Distribution) Activity Mix Formulation Establish Measurement Structure5 © Babelfish Marketing & Communications 2009 Babelfish
  • 6. As a result, strategic planning functions have started to segment, but traditional agencies have stood still IMC Process 1.Business strategy • Portfolio strategy Vision • Segment strategy Market Segmentation 2.Message strategy (Message Definition)What To Say? Consumer Segmentation 3. Connection strategy Business / Marketing Strategy • Channel strategy Communication Strategy / • Context strategy Message Segmentation Engagement Platform and 4. Content strategy Mechanic Ideation Project manager interface 6. (Content Construction)How To Say? Cross discipline producers 5.Metrics strategy Content Form and Length Strategy Content Interface Needs 6.Integrated organisational The battle for Discipline Planning strategy Digital Adv. agency Promotions agencyWhere & When To Say? Channel Determination Trade Mkt agency Database agency Social Marketing Website agency (Content Distribution) Events agency Design agency Media agency 7. Discipline specific POS agency DM agency AD agency PR agency Activity Mix Formulation execution strategy Establish Measurement Structure6 © Babelfish Marketing & Communications 2009 Babelfish
  • 7. Traditional Advertising agencies only doing part of the strategic communications planning role IMC Process 1.Business strategy • Portfolio strategy Vision • Segment strategy Market Segmentation 2.Message strategy (Message Definition)What To Say? Consumer Segmentation 3. Connection strategy Only to produce Business / Marketing Strategy • Channel strategy mass Communication Strategy / • Context strategy communication Message Segmentation Engagement Platform and Mechanic Ideation 4. Content strategy (Content Construction)How To Say? Content Form and Length Strategy 5.Metrics strategy Content Interface Needs 6.Integrated organisational strategyWhere & When To Say? Channel Determination (Content Distribution) Activity Mix Formulation 7. Discipline specific Establish Measurement Structure execution strategy7 © Babelfish Marketing & Communications 2009 Babelfish
  • 8. New Entrants / models filling the service gaps. Aquarium focussing on Connection, Metrics and Integration Other Examples IMC Process 1.Business strategy • Portfolio strategy Vision • Segment strategy Market Segmentation 2.Message strategy (Message Definition)What To Say? Consumer Segmentation 3. Connection strategy Business / Marketing Strategy • Channel strategy Communication Strategy / • Context strategy Message Segmentation Engagement Platform and Mechanic Ideation 4. Content strategy (Content Construction)How To Say? Content Form and Length Strategy 5.Metrics strategy Content Interface Needs 6.Integrated organisational strategyWhere & When To Say? Channel Determination (Content Distribution) Activity Mix Formulation 7. Discipline specific Establish Measurement Structure execution strategy8 © Babelfish Marketing & Communications 2009 Babelfish
  • 9. Aquarium helps clients by attacking the four critical areas that drive marketing efficiencies and effectiveness Integrated Marketing Objectives and Communications (IMC) Metrics Core idea KPI’s (business goals cascading Briefs down to executional) Across channels Content planning Strategic & Executional Strategy Metrics & Tools Tactics Test & learn programs Accountability gateways Path to Purchase (Awareness, Consideration, Organizational infrastructure Intent) Budget availability Consumer Segmentation Supplier mix / preparedness / remuneration Database management Culture Trends & Counter trends Stakeholder / system expectations Projections Innovation management Brand , Customer & Marketing System Consumer Knowledge Capabilities9 © Babelfish Marketing & Communications 2009 Babelfish
  • 10. Strategies within Integrated Marketing Awareness Conversation Transaction Strategic function Build awareness Build afinity Commerce Fragmented mass Influence brand Reduce lead generation Reason to use audiences conversations costs Awareness / Level of demand Consideration / Intent Intent / Purchase Consideration Segmented groups / Targetting Collective / mass Molecular / individual cluster Innovation / Relevant Relevant Language / Branding focus Relevant Content / Tools Tone Tools 2 way conversation One way conversation Two way conversation Interaction mode (brand / consumer or (brand to consumer) (brand / consumer) consumer / consumer) Understand, map / Segmented incentives / Interaction form Branded or Promotional anticipate brand related messaging to drive to message contexts & topics purchase10 © Babelfish Marketing & Communications 2009 Babelfish
  • 11. Relative sophistication Awareness Conversation Transaction Entry/ Conservative Conservative / Moderate Entry/ Conservative Entry/ Conservative Moderate Conservative / Moderate Moderate / Aggressive Moderate Conservative / Moderate Aggressive / Leadership Moderate / Aggressive Moderate Moderate / Aggressive Aggressive / Leadership Aggressive / Leadership11 © Babelfish Marketing & Communications 2009 Babelfish
  • 12. Integrated marketing done right? WOM Transalation casting Trailer Film Marketing: Excellent Casting competitions Posters example of IMC Promotions Merchandising 1. Each Film is a business in itself PR Film 2. The stakeholder are the business owners 3. Core idea focus (Start from Wallpapers TV ads the centre out) M 4. Process leader / director Ringtones o Print ads 5. Consistent branding across all touch / brand experience vi points Soundtracks e Star tours 6. Clearly aligned process (across multiple specialist suppliers) Winks Directors cuts 7. Content planning (clear / efficient development plan Blogs Samples before channel selection) User generated Digital 8. Balance of short term and long term brand needs Commentaries Games12 © Babelfish Marketing & Communications 2009 Making of Babelfish
  • 13. Content Architecture / Planning production for efficiency # Days to produce -180 -160 -140 -120 -100 -80 -60 -40 -20 0 Press Press Em ail Email I nternetbannr e Internet banner Radio Radio Ric hm ediabanner Rich media banner Magazine Magazine OOH OOH I nternetm ic ros e it Internet microsite TVSim ple TV Simple TVCom plex TV Complex Com plex websit e Complex website Prom otion Promotion Event Event Content Delivery Lead Time Low End Quality High End Quality13 © Babelfish Marketing & Communications 2009 Babelfish
  • 14. Idea centric content development process Editors Radio Portals networks TV Text DJ Networks Data Images Comparison Imagination Games Áudio 1 to 1 / Engagement Distribution Passions Delivery Database Content Content  Insight mechanic interface network Facts device forms Customer Links Story Software Truths Idea P2P Fantasy Challenges seeding Media Player Live Virtual Interaction eMail Transaction Widgets Vídeo Animation Blogs Custom Short Messages Applications Instant Browser Micro Blogs Internet Messenger14 © Babelfish Marketing & Communications 2009 Babelfish
  • 15. Identifying knowledge needs and contextualising info Família quando Mulher Octopus CareerBuilder Estranho no Ninho FriendFreak Gameaholic Dá Ricardo, 42 Glória, 37 Pedro, 29 Eduardo, 23 Carol, 19 Junior, 16 Advogado Psicóloga Economista Trainee Universitária Estudante Content form Traditional Traditional Varied Sophisticated Relevant Disrupted Disrupted Saavy Demanding Content Relevance Relevance Variety Relevance Aggregate users Connection to provider On demand On demand Up to date On Demand enthiusiasts Content Proven Ease of use Empowering Intuitive User friendly Flexibility interface Multiple platforms Unforgiving Tollerant (follow crowd) Objective Prático Tolerant Exploration ToleranteContent delivery Functional Functional Lead the crowd Integration Fashion / Desirable Performance device Reliable Traditional Fashion statement Functional Integration Fashion Integrated functions Benefits they Quick, reliable Save time Social expression Information about shows, Information for work Quick, reliableare looking for information Advance career travel, etc Connect with people information Social connection Experiences Information fo advance Build friendships Social expression Advance career Enjoy life career Trends Advance career Tangible benefits Integration of fiunctions Know about places to travel Tangible benefits15 © Babelfish Marketing & Communications 2009 Babelfish
  • 16. Good example of personas at work Lost: Excellent example of target segmentation, message segmentation and segmented connection planning 1. Core idea focus 2. Process leader / director 3. Global appeal – critical mass for high quality production 4. Consistent branding across all touch / brand experience points 5. Content planning (clear / efficient development plan before channel selection) 6. Tailored content forms and delivery channels for each persona16 © Babelfish Marketing & Communications 2009 Babelfish
  • 17. Building measurement capabilities OBJECTIVES • Derive economic value • Identify optimal spending allocations Advanced across media options • Simulation/Optimization models Relative Sophistication Analyses Impact of media variables on various response levers (perception changes, Econometric Models clicks etc.) Determine the incremental impact Fractional Experimental of media options, e.g. TV heavy up, airport OOH, etc. Design Consistent measurement Integrated Marketing Dashboard across disciplines Content & Context effectiveness Behavioural segmentation Brand Experience Metrics Contact efficiency Execution Metrics Demo. segmentation17 © Babelfish Marketing & Communications 2009 Babelfish
  • 18. Accountability Framework Strategic Impact Low High High Sophistication Optimization Modeling Level 4 Measurement & Testing Level 3 Infrastructure & Data Management Level 2 Low Level 1 ► Data Marts ► Measurement ► CRM Modeling: Response, ► Marketing mix : ► OLAP Cubes ► Dashboards cross sell, up sell ► Cross media ROI ► Segmentation ► Merge/purge ► Testing: Experimental ► Cross media planning ► Data hygiene Design ► Customersatisfaction ► Simulation ► Single campaign ROI analytics18 © Babelfish Marketing & Communications 2009 Babelfish
  • 19. Focus and Priorities Level 4 Level 3 Optimization Level 2 Modeling Measurement & ►Marketing mix : Level 1 Testing ►CRM Modeling: Response, ►Cross media ROI Infrastructure & Data cross sell, up sell Management ►Measurement ►Cross media planning ►Segmentation ►Dashboards ►Simulation ►Data Marts ►Customer satisfaction ►Testing: Experimental analytics ►OLAP Cubes Design ►Merge/purge ►Single campaign ROI “Holy grail” work … ►Data hygiene true ROI, cause and The heart of CRM: All Fundamental to MRM effect about customers, and UM, relevant to segments, predictive Leverages WG channel MRM Specialty all modeling, planning tools Our primary focus to Key for MRM and High ground and Not a broad focus get started increasingly WG potential edge. Huge client interest Dell, GM, MS e.g. MS, Intel, Army Up to now mostly Select projects MRM clients19 © Babelfish Marketing & Communications 2009 Babelfish
  • 20. New people involved: Who’s the best to do what? LEAD STRATEGY CREATIVE VISUAL DESIGN EXPERIENCE DESIGN OPERATIONS TECHNOLOGY TEAM DIRECTOR DIRECTOR DIRECTOR DIRECTOR DIRECTORSR BUSINESS SR CLIENT SEM DIGITAL SR SR PRODUCTION SR 3D MOTION INFO INTERACTION PROJECT DATABASE ANALYST SERVICES SEO MEDIA COPYWRITER ART DIR MGR DESIGNER DESIGNER DESIGNER ARCHITECT DESIGNER MANAGER MANAGER JR JR JR INT JR ASST QA PROJECT DATABASE BACKENDBUSINESS CLIENT COPY ART DIR DESIGNER ASST ASST PROGRAMMER WRITER ANALYST SERVICES ASST ASST PRESENTATION ART JR ASST DESIGNER ASST ART DIR20 © Babelfish Marketing & Communications 2009 Babelfish
  • 21. www.aquariumsp.com rua gomes de carvalho 1.266 – cj 52, vila olímpia – são paulo, brasil21 © Babelfish Marketing & Communications 2009 Babelfish