2. Kyle Lacy
Global Content & Research
3. O que é marketing de
4. We empower digital audiences
through published research,
newsworthy content, influencer
relationships, and visual
storytelling that brings data to
5. Blog Video
6. Research Support
7. Four trends
8. Data Equals
9. Ginni Rometty
What you will see with rapid
data and social sharing is the
death of the average and the era
Businesses will be able to truly
serve the individual.
10. 1. Empathy
2. Perspective Taking
Two types of marketing discovery:
emotional state or feelings
12. They were really
good at empathy.
13. Perspective Taking
Cognitive & analytical – it’s
interests and behavior.
14. FY15 Content Pillars
PILLAR ROLE WEIGHT DESCRIPTION
Data Tells All Credibility 15%
Maintain the authority of the brand by demonstrating expertise
through data. Content ideas include data points relevant for all areas
of marketing communications from CMO to brand marketer.
Be Inspired Motivation 20%
Provide inspiring ideas from marketers. Content should spark
inspiration for others faced with similar challenges or questions. This
will include video and blog posts
Create content that caters to the personal side of the marketer. This
would include fashion, time management, and personal
Research Thought-Leadership 25%
Release market research reports pertaining to three areas >
consumer research, marketer research and benchmark reports
This includes global regions.
Build the value by providing strategy answers and ideas from clients
and internal influencers.
19. 41% of consumers buy
more from retailers who
send personalized emails
based on past buying