Integrated media strategy - what is it?
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Media is global, it's integrated, it's not for innovation's sake and the audience is important.
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Integrated media strategy - what is it?
- 1. #talentbites
- 2. #talentbites Media 2016: the integrated age Graeme Wright Strategy Director, Havas People @Grey101
- 3. #talentbites 5 general points • Media is global • It’s integrated • Be careful of innovation • There needs to be a point • The audience…
- 5. #talentbites It’s intergrated (no more digital media) −Print, TV, Radio, Cinema, Out of home, Ambient, Digital Display, Direct Marketing, Mobile and Native Advertising; Biddable media, Social Media (Paid/Content), Programmatic/Real Time Bidding (RTB) and Search Engine Marketing (SEM). −Its all Media
- 6. #talentbites Innovation is about making things better
- 7. #talentbites What is the point of media?
- 8. #talentbites Increasingly the audience is the media
- 9. #talentbites A history of media
- 11. #talentbites Job board age 2000-2009
- 16. #talentbites 2015 • No dominant media type • People have stopped saying ‘digital’ • Brand and long term candidate engagement are major concerns • Ever more candidates to connect with
- 17. #talentbites 2015 – the age of infinite candidates
- 18. #talentbites ‘Finding top talent will always be important, but eventually it will become so easy that except in specialised cases, there will be no reason to have it done by highly paid recruiters. This is partially because as the electronic presence of almost everyone in the world increases, the volume of information will become too large to sort through by highly paid professional direct sourcers. So instead, eventually employers will recruit internet web crawlers that will electronically search 24/7 for individuals who fit the desired candidate profile.’ Dr. John Sullivan
- 21. #talentbites Personalisation to Contextualisation • Profile data • Behaviours • Historical data: What the candidate did in the past. • Situational data: What’s happening with candidates now. Forrester
- 22. #talentbites
- 23. #talentbites People may get a message but it makes little difference unless they care
- 24. #talentbites Create an environment where meaningful connections can flourish Meaningful connection = An emotion, a unique moment of Magic, created by a content-powered data driven interaction i.e. the new media
- 25. #talentbites Media has a central role in creating a connection
- 27. #talentbites Contextual and Integrated Media
- 28. #talentbites Media in the integrated age • Media has an impact everywhere • Content and media are working in harmony • Contextualisation means people will embrace media more as it will be less intrusive and more relevant • It’s more than just data
- 30. #talentbites
Editor's Notes
- In the past people have seperted traditional from digital from social The reality is it si all media – and the best solutions demand, often, a little bit of everything
- Contextualization takes existing personalization techniques (e.g., segmentation, targeting, collaborative filtering) a step further by automating decisiobn Profile data: Who the customer is. Aggregate information about the audience segment members and their behaviors — for example, how they interact with digital channels, key concerns, and subject-matter knowledge — helps companies design the right overall experience. Personal information about individuals, such as where they live and their specific interests, allows additional tailoring. Historical data: What the customer did in the past. People leave many markers when they interact with a company, including a record of the web pages they visited and the purchases they made. A firm can combine aggregate data from all of its users with individual histories to anticipate customer questions and/or predict future actions. Situational data: What’s happening with the customer now. Factors such as time of day, geographic location, device, and browser indicate a user’s current situation. Organizations can map this data to aggregate information about similar users to help predict what an individual may be trying to achieve at a given point in time.
- Human element