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Marketing in the Real Time World
 

Marketing in the Real Time World

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Presentation by Charlene Li at Adobe Summit, March 7, 2013 in Salt Lake City, UT. Description; New technologies pop up every day that allow us to now connect and communicate with each other in real ...

Presentation by Charlene Li at Adobe Summit, March 7, 2013 in Salt Lake City, UT. Description; New technologies pop up every day that allow us to now connect and communicate with each other in real time. Yet marketing organizations are wired for a by-gone era when there was the luxury of time. These new dynamic customer relationships require not only a new mindset, but also new skills, capabilities, and organizations.

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  • Results:On Day 2, Old Spice had 8 out of the top 11 videos on YouTube. After just one week the campaign had been viewed more than 40 million times and after 30 days that total has eclipsed 52 million views. Has the work has an impact on the bottom line? Yes. Since the campaign has launched, sales of premium body wash have doubled, helping to cement Old Spice as the number one brand of body wash for men.http://nosharpstuff.com/oldspice/response/overview/response-4/Agency is Wieden & Kennedy
  • Tweets during the SuperBowl blackout
  • Definition: Reacting in real or near real time in social channels.It’s being in the right place at the right time. With today’s always-on consumer, real-time marketing is often implemented most effectively through social channels.This about the Hudson plane crash – how can news spread like that? How can marketers leverage things like that? Explain Importance (web has evolved beyond "shopping in pajamas")How Always On Relates  to social media - and to social media monitoring
  • How much do you really know about me? If we are going to be in a relationship, then I expect that you’ve taken the time to get to know me before we even meet. Trust becomes a significant issue. Relationship between privacy and permission
  • SOURCE:http://therealtimereport.com/2011/05/13/enough-with-the-social-its-time-to-get-real/That’s what’s so effective about Pretzel Crisps‘ real-time “social sampling” program. Their team monitors Twitter conversations to identify customers who are “in need of a snack.”  @PretzelCrisps then reaches out and offers to deliver a free product sample, often with a follow-up to the recipients to share  feedback and start conversations about the brand.According to Jason Harty, the brand’s director of field and interactive marketing,  Pretzel Crisps has built up more than 4.2 million earned media impressions since the launch of the social sampling strategy  in July 2010. Pretzel Crisps has given away about 3,600 units of free samples to consumers, “but the impact of the social samples is twice that of any event samples or product seeding” strategy, Harty told MediaPost.Sales have increased 87% in the 4 weeks prior compared with the previous year since the social campaign began. That’s real, bottom-line value, based on a marketing strategy that leverages social information to create a realtime connection to the product you’re selling.
  • SOURCE: http://golinharris.com/#!/insights/real-time-marketing-research/GolinHarris interviewed 3,200 U.S. consumers to learn about RTM’s value. We explored the impact of real-time marketing on how people think and act in relationship to diverse products and brands. Because RTM marketing doesn’t exist in a vacuum, the research also investigated the effect RTM on other marketing activities.Learning #1: Real-time marketing delivers what marketers want most.Our research measured the likelihood of communication with and without RTM to deliver positive outcomes most marketers seek, such as an increase in positive perceptions; interest in a product; likelihood to seriously consider, choose or try a product or brand; and to recommend it to others.When it’s added to the marketing mix, real-time marketing provides a dramatic lift to each of these five coveted outcomes. Marketers who serve as the stewards of brands should consider RTM strategies as part of any communication program intended to capture attention, drive WOM, increase preference, or bolster the likelihood to try or buy.Learning #2: RTM turbocharges your other marketing efforts.Marketers today employ many different methods to share their stories. From publicity and paid media to brand websites, social channels, search marketing and WOM programs, marketing investments are more diverse than ever before.RTM makes these investments work harder, amplifying each activity’s effectiveness. Our research shows a significant lift in likelihood to seek out, pay attention to, and participate in brand communications delivered in common channels when RTM is added to the mix. Marked increases were found regardless of channel including websites, Twitter, Facebook and other popular social media, recommendations from trusted contacts, and PR or advertising-generated stories delivered through “traditional” media.
  • ANIMATED SLIDE, MUST BE IN PRESENTATION MODE TO PLAYBut despite a fragmented industry, media are converging because consumers demand itComplexity is increasing in the business space. Consider these facts:There are new sources of information: Aside from press, media, analysts they are also relying on the crowd, friends, colleagues. Soon augmented reality will allow for new data forms we’ve not yet seen. (that’s about 5 factors)New forms of media: The channels as we know them Paid Owned and Earned are starting to intermix, as a result a new form of media is impacting them. Social websites have social ads, making content and advertising a new form. (that’s about 3 factors)New screens: Traditionally we’ve thought of TV, Laptop, and Mobile, but now we must factor in a tablet experience (which is different than the aforementioned) and with Google Glass augmented reality coming, that will be a fifth screen to build a strategy for. (that’s 5 factors)To understand the complexity, this model suggests 5 X 3 X 5 which is 75 different permutations. Next, the brand must understand this for every single phase: awareness, consideration, intent, purchase, support, loyalty, advocacy, (that’s 7 steps, resulting in 525 permutations per persona) then multiple times every product group and then geography, the math is staggering on the complexity.
  • http://darmano.typepad.com/logic_emotion/2013/02/rtm_fact.html
  • We’ve seen this trend in social engagement; now applies to content and real-time marketing
  • Owned > Earnedhttp://www.briansolis.com/2012/07/a-social-publishing-model-from-intel-iq/http://iq.intel.com/story/8513442/iq-a-new-publishing-model-1
  • Outlying channels don’t neatly conform to the categories of paid/owned/earned media. This is to be expected from some forms of digital media. Online contests and sweepstakes, for example, are often hybrids of paid, owned, and earned media. And as mentioned above, shared media (“likes,” “retweets,” “shares,” etc.) are considered by some to be a wholly separate channel from earned media. Moreover, shared media may or may not contain original content (e.g., a comment or other earned media) added by the sharer. Co-created content is another category that could be assigned to earned or to shared media. We acknowledge these arguments, but for the purpose of this report we will consider “shared” media to be part of earned.Definitions for Reference- Paid media: are display or broadcast advertising. In digital channels, paid media include banner ads, Pay Per Click (PPC) search ads, advertorials, sponsorships, sponsored links, and pay-per-post blogging. The common factor of all these channels is that they are a form of advertising for which a media buy is necessary.Owned media are all content assets a brand either owns or wholly controls. Owned media channels include websites, microsites, branded blogs, videos, and the brand’s own(ed) presence on social media and social network channels, such as Facebook, Twitter, YouTube, Flickr, etc. Owned media is largely content marketing, i.e., content a brand owns and/or publishes that involves no media buy.Earned media is user-generated content created and/or shared by users. (It bears mentioning that some consider shared media to be a separate channel. More on this below in Outlying Channels.) Types of earned media include consumers’ social media posts, tweets, reviews, videos, photos, and open online communities. Another component of earned media is mentions in media or on social channels that are the result of PR or media relations. For brands, earned media is the most elusive and difficult of the three channels; while it can be influenced, it cannot be directly controlled.
  • Above: Altimeter found a workflow pattern based on 34 interviews, while we heard a variation on workflow patterns, this one was common
  • http://www.slideshare.net/zenaweist/hrblockresponseprocess
  • http://lp.infogroup.com/Global/FileLib/Infogroup_Targeting_Solutions/Data-Rich_and_Insight-Poor_Survey_Findings_from_ITS_and_Yesmail.pdfSource / Base: InfogroupTargeting Solutions and Yesmail Interactive surveyed more than 700 of the top marketers in the world during the DMA2012 Annual Conference and Forrester Research’s eBusiness Forum

Marketing in the Real Time World Marketing in the Real Time World Presentation Transcript

  • Marketing In A Real-TimeWorldCharlene Li, Founder & Analyst, Altimeter Group@charleneli | charlene@altimetergroup.comMarch 7, 2013 | Adobe
  • Old Spice “Response Campaign”Agency Wieden & Kennedycreated 186 personalizedYouTube response videos toOld Spice fans whocommented on Twitter,Facebook, Reddit, and othersocial channels.
  • Clever, real-time tweets resonated during the SuperBowl blackout
  • Is Real-time Marketing the Next Bright Shiny Object?
  • Defining Real-Time Marketing Organizing for RTM How to Prepare© 2011 Altimeter Group
  • Real-time marketing is immediate reaction — it’s the marketing of relevancy, achieved by listening and anticipation of consumer need.
  • Defining Real-Time Marketing Right Message Right Person Right Time Event-driven Customer-driven Public events Customer Brand events service Breaking news Crisis management
  • Two Types of Real-time Marketing Event-driven Customer-drivenRight Person Audience Individual Corporate-centric Data driven Customer-centric “Do you know me?”
  • What do you really know about your customers? 25-55 years old, married, kids, working, graduate degree, reads Real Simple & Wired
  • How RTM will Change Traditional RTM Future RTMRight Person Audience Individual Corporate-centric Data driven Customer-centric “Do you know me?”Right Time and Event-focused Taps existingPlace Pre-planned conversations Understands context Fast response
  • Mini Cooper tappedinto conversationsthat were alreadyhappeningThe results: 2,995 Likes 1,141 Shares
  • PretzelCrisps’ real-time “social sampling”program contributes to 87% sales increase PretzelCrisps has built up more than 4.2 million earned media impressions since its “social sampling” program launch in early 2010.
  • How RTM will Change Traditional RTM Future RTMRight Person Audience Individual Corporate-centric Data driven Customer-centric “Do you know me?”Right Time and Event-focused Taps existingPlace Pre-planned conversations Understands context Fast responseRight Message Creative Responsive and creative Corporate-centric Customer-centric Marketing as a service
  • How Real-time Marketing Makes a Difference Impacts marketing outcomes Turbocharges other marketing Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time- marketing-research/
  • Catching The Dynamic Customer in Real Time
  • 5 FACTORS 3 FACTORS 5 FACTORSawareness consideration 5intentX5=75 support X3 purchase loyalty advocacy 75Xfactors 3 5 7=525
  • What would you do with a Watsonin your pocket? “By the end of this decade, the equivalent of Watson will fit in your pocket.” – Dr. John Kelly
  • Defining Real-Time Marketing Organizing for RTM How to Prepare© 2011 Altimeter Group
  • Real-Time Newsrooms Make RTM Possible The key: Having executives in the room to approve content The problem: You can’t do this every day!
  • (re)Organize Marketing for Agilityand ResilienceRigid Organizations Adaptive Organizations
  • Making Real-time Marketing Everyday Real-Time Marketing Reactive Responsive Proactive Distributed Organized Cross-functional Organic Coordinated Less Sustainable Sustainable More Sustainable
  • Intel Reorganized for Agile Content The iQ experience, while still in beta, is comprised around social algorithms that curate content shared by Intel employees as well as owned and industry content. It is then filtered through a touch design based on the insights generated through all data in aggregate.
  • Converged Media Lives in Silos Converged Media utilizes two or more channels of paid, earned, and owned media. It is characterized by a consistent storyline, look, and feel.Display, banner ads Corporate websiteSponsored posts, ads MicrositesPPC ads Corporate blogPay per post blogging
  • Workflow: Coordinate Paid, Owned, and Earned as One Orchestration© 2013 Altimeter Group
  • Defining Real-Time Marketing Organizing for RTM How to Prepare© 2011 Altimeter Group
  • #1 Develop Everyday Discipline and 27Processes for RTM Source: “H&R Block’s Response Process” David Armano, Edelman 2010
  • #2 Get Your Data House In Order
  • 56% of Marketers Will Hire for Data in 2013 Source: Infogroup Targeting Solutions & Yesmail Interactive, 2012 Base: More than 700 of the top marketers in the world
  • #3 Build Trust-based Customer Relationships
  • #4 Develop Organizational AgilityGoogle’s mantra: “Fail fast, fail smart”Use Sandbox Covenants toprovide guardrailsTrain to create Judgment
  • © 2013 Altimeter Group