contextual marketing & the digital landscape 7.8.2008 new media webcast

objective discuss the changing marketing landscape give a big picture view of why these changes are happening thoughts how we might work differently best-case consumer brand examples

discuss the changing marketing landscape

give a big picture view of why these changes are happening

thoughts how we might work differently

best-case consumer brand examples

first. the big picture.

the “science” of marketing is in the midst of being deconstructed. so we need to unbundle the way we think about talking to customers, building marketing plans. rethinking the usual marketing conventions

rethinking the

usual marketing conventions

integrating siloed marketing activity

making the marketing parts work together as one.

interactivity as the power behind your communicative brand. with a new digital focus.

with a new digital focus.

a new definition of interactive. click through website banner ad

a new definition of interactive.

digital as the connective platform, “the hub” that brings your marketing plans together. for hybrid marketing solutions “ organic” social media word-of-mouth grassroots advocacy “ constructed” ads - direct pr - events co-op - sponsorships customer service

for hybrid marketing solutions

first step: rewiring the way we think.

traditional marketing approach mass broadcast blast

historical media behaviors attentive engaged

historical media behaviors simple captive

media behaviors now media & ads as a single product. content and messaging as an experience.

renaissance ideas, best in class examples

Case 1: BMW

Branded Content

Product Engagement

Traditional Print

Target Media + Branded Media

Contextual Placement

Small Space Print

Online Ads Source: 2008 Alexa

Campaign Microsite

Social Network Interaction

Customer Recognition

Case 2: Nike+

Microsite Hub

Likeminded Brand Partners

Branded Product Extensions

Branded Product Extensions

Content Integration

Social Tools

Influencer Engagement

Blog

Email & Events

new solutions

"Brands being genuinely useful to their customers, employees, suppliers and the people they touch.”

using interactive communication “hubs” “ organic” social media word-of-mouth grassroots advocacy “ constructed” ads - direct pr – events co-op - sponsorships customer service

using interactive communication “hubs”

conversational campaigns doing more than advertising, creating value both big and small to give people reason to care, and reason to commune with your brand.

doing more than advertising, creating value both big and small to give people reason to care, and reason to commune with your brand.

across customer lifecycle buy me? convince me? worth thinking about worth engaging with worth my trust worth my money

letting people play

from siloed branding event brand purpose positioning creative strategy singular message interactive alternative vehicles brand design broadcast advertising crm promotion traditional media direct marketing email & search

to contextual storytelling brand relationship empathy media behaviors decision process playful engagements dialogue web content invitation unique aesthetic relevant environments distributed content contextual placement & storytelling social influencers interactive experiences useful offerings

thank you

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