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Hello! <br />
Start with a simple human truth….<br />Its never been a harder time       to be a client<br />Harder to connect with consu...
…And Media buying is a Commodity<br />Efficient pricing is no longer value added<br />Media isn’t only value publishers pr...
The communication infrastructure has shifted from linear to networked<br />Receiver<br />Receiver<br />Transmitter<br />Re...
The brand/consumer relationship has changed<br />Yesterday<br />New Reality<br />
Agencies need to solve real Client business problems and marketing challenges<br />
Pay Attention <br />to the Humans<br />
The Rise of Earned Media<br />
The<br />Dynamic Marketplace<br />
Analytics Empower Our Ideas<br />
New Breed of Talent<br />
Open Source<br />
Globally Connect<br />
Integrate<br />
pooling<br />alignment<br />future ad models<br />online video<br />13/16<br />1<br />8,000<br />230,000<br />25,000,000<b...
unaided awareness increased<br />driven by choice<br />more likely to recall<br />more likely to click through<br />more l...
TOTAL CONTENT STRATEGY<br />Consumer Experiences are liquid <br />Channel Neutral<br />Segmenting and Sequencing <br />Soc...
Critically - your agency needs to plan for content<br />Content Planning<br />Content Alliances<br />Landing Pages<br />Vi...
Challenge: Oracle Reaches Global Online ROI Limits<br />Finite material available from internal marketing teams<br />Oracl...
Asset management system ensures proper translation, approval & deployment<br />
We expanded content portfolio – with international audiences – by 48%<br />VIDEO<br />VIRTUAL EVENTS<br />BUSINESS <br />C...
Oracle gained value through superior content navigation<br />2,005 custom assets in 12 languages across 20+ countries crea...
Value gained through content planning<br />Better results - right message, right audience, right time <br />Resource effic...
EA Tiger Woods 2009<br />
Thanks! <br />Sean Michael Patrick Finnegan<br />SeanMFinnegan<br />SeanFinnegan<br />SeanFinnegan<br />Sean.Finnegan@smvg...
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Sean Finnegan - Presentation

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Transcript of "Sean Finnegan - Presentation"

  1. 1. Hello! <br />
  2. 2. Start with a simple human truth….<br />Its never been a harder time to be a client<br />Harder to connect with consumers<br />Rapidly changing markets<br />Increased Accountability<br />
  3. 3. …And Media buying is a Commodity<br />Efficient pricing is no longer value added<br />Media isn’t only value publishers provide<br />Takes eye away from unpaid opportunities (i.e. Social) <br />Implication: Marketers and agencies that focus only on <br />media impressionsleave value on the table<br />
  4. 4. The communication infrastructure has shifted from linear to networked<br />Receiver<br />Receiver<br />Transmitter<br />Receiver<br />Receiver<br />Receiver<br />Linear<br />Networked<br />
  5. 5. The brand/consumer relationship has changed<br />Yesterday<br />New Reality<br />
  6. 6. Agencies need to solve real Client business problems and marketing challenges<br />
  7. 7. Pay Attention <br />to the Humans<br />
  8. 8. The Rise of Earned Media<br />
  9. 9. The<br />Dynamic Marketplace<br />
  10. 10. Analytics Empower Our Ideas<br />
  11. 11. New Breed of Talent<br />
  12. 12. Open Source<br />
  13. 13. Globally Connect<br />
  14. 14. Integrate<br />
  15. 15. pooling<br />alignment<br />future ad models<br />online video<br />13/16<br />1<br />8,000<br />230,000<br />25,000,000<br />1 <br />
  16. 16. unaided awareness increased<br />driven by choice<br />more likely to recall<br />more likely to click through<br />more likely to buy<br />win, win, win<br />
  17. 17. TOTAL CONTENT STRATEGY<br />Consumer Experiences are liquid <br />Channel Neutral<br />Segmenting and Sequencing <br />Socialization drives scale<br />Relevance yields consumer action<br />
  18. 18. Critically - your agency needs to plan for content<br />Content Planning<br />Content Alliances<br />Landing Pages<br />Video<br />Translation/Localization<br />Podcast<br />Print<br />Banners<br />
  19. 19. Challenge: Oracle Reaches Global Online ROI Limits<br />Finite material available from internal marketing teams<br />Oracle relied upon English language content to run globally<br />80% of online awareness campaigns failed to launch with the right copy<br />51% of all global online ads in a non-English language directed consumers to English web pages<br />International publishers unwilling to guarantee lead performance against English-only content<br />
  20. 20. Asset management system ensures proper translation, approval & deployment<br />
  21. 21. We expanded content portfolio – with international audiences – by 48%<br />VIDEO<br />VIRTUAL EVENTS<br />BUSINESS <br />CASE STUDIES<br />MOBILE APPS<br />
  22. 22. Oracle gained value through superior content navigation<br />2,005 custom assets in 12 languages across 20+ countries created<br />95% of publishers willing to guarantee performance with more “confidence” in content <br />Oracle’s digital ROI exceeds 1200% in Year 2, a 107% LIFT over ROI Oracle achieved on U.S.-led content alone<br />Year 2<br />Year 1<br />+30%<br />+48%<br />LIFT in Global Digital Content<br />+107%<br />+48%<br />LIFT in ROI<br />
  23. 23. Value gained through content planning<br />Better results - right message, right audience, right time <br />Resource efficiencies – reduce development, eliminate duplication <br />Liquid, nimble – innovate with speed and in ways you couldn’t before<br />Earn a seat at the table – get into places brands are not invited<br />Cost and intelligence opportunities - value exchange for your content with media vendors creates new deal structures<br />
  24. 24.
  25. 25. EA Tiger Woods 2009<br />
  26. 26. Thanks! <br />Sean Michael Patrick Finnegan<br />SeanMFinnegan<br />SeanFinnegan<br />SeanFinnegan<br />Sean.Finnegan@smvgroup.com<br />
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