Connectedness Gets Real - Adam Lavelle - iCrossing

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"Connectedness Gets Real" as presented by Adam Lavelle, Chief Strategy Officer, iCrossing on March 3, 2011.

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Connectedness Gets Real - Adam Lavelle - iCrossing

  1. 1. Connectedness Gets Real Adam Lavelle Chief Strategy Officer iCrossingCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 1
  2. 2. facts: Marketing keeps getting harder. There has never been more potential to drive the business than today.
  3. 3. the reality: 1.  It’s only the 3rd inning 2.  Connectedness wins 3.  Leadership = test + invest
  4. 4. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
  5. 5. last year…
  6. 6. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
  7. 7. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
  8. 8. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
  9. 9. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
  10. 10. It is not a network of computers.It is a network of human beings.Always-on access to the ‘net ischanging the way we behave. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
  11. 11. Source: Forrester COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
  12. 12. Source: Forrester COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17
  13. 13. Brands have to behave in new ways.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
  14. 14. Being a connected brand… It’s how successful brands do marketing in a networked world: focusing on audiences not targets, engaging in dialogue not shouting, and developing trust that lasts.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
  15. 15. Building a connected brand Visible Usable Engaged Useful Desirable ACTIVE AGILE AWARECOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
  16. 16. territory
  17. 17. Radio Display Mobile eMail SEM SEO ads SMS ads display Other blogs Landing Website pages (mobile) Digital video Word of mouth Point Your Digital of blogs Website out of sale home OOH TV ads Onsite Kiosks UGC Direct RSS Widgets Gadgets mail Call Gaming PR Print center adsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22
  18. 18. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
  19. 19. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
  20. 20. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 28
  21. 21. data
  22. 22. shift happens
  23. 23. Connectedness means rethinking media • Paid search • Display advertising • Affiliate marketing • Sponsorships Bought•  Natural Search •  Website content•  Social Media Earned Owned •  Messaging•  Press coverage •  Utilities•  Link exchange partnershipCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 36
  24. 24. content
  25. 25. The big shift creates new opportunitiesCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 38
  26. 26. The playbook for “connected” successCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 39
  27. 27. Developing a customer listening platformCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 40
  28. 28. Leveraging the content continuumCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 41
  29. 29. Embracing the increase in “creation velocity”COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 42
  30. 30. Managing the connected marketing ecosystemCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 43
  31. 31. Building a Connected Brand How Brands Become Publishers in a Real-time Marketing WorldCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 44
  32. 32. The Content Lab http://thecontentlab.icrossing.com Follow @TheContentLab on Twitter Contribute to The Content Lab on TumblrCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 45
  33. 33. Hearst + iCrossing Relationships Search Mobile Branded Apps User Data Experience Premium Content Social Platform Integration CRM Brands Strategy & Planning Analytics Insights Platforms iCrossing Research Optimization Hearst
  34. 34. Kim" (aka community," aka audience engagement)
  35. 35. the reality: 1.  It’s only the 3rd inning 2.  Connectedness wins 3.  Leadership = test + invest
  36. 36. Thank you Adam LavelleChief Strategy Officer, iCrossing adam@icrossing.com

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