Real-Time Content Marketing in a Connected World - An iCrossing and Forrester Webinar
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Real-Time Content Marketing in a Connected World - An iCrossing and Forrester Webinar

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About 90 percent of CMOs report that they see value in content marketing – but it can be a daunting challenge to provide useful, visible, and engaging content with consumers who expect your brand to ...

About 90 percent of CMOs report that they see value in content marketing – but it can be a daunting challenge to provide useful, visible, and engaging content with consumers who expect your brand to be present wherever and whenever they do comparison shopping on search, or when they ask you a question on Twitter. And increasingly consumers are combining search and social to learn about brands and share their opinions with each other.

On November 8, 2012, Rob Garner, VP, Strategy, iCrossing, was joined by Forrester analyst Darika Ahrens, for a webinar that showed you how to make your brand relevant 24/7 by providing real-time marketing content to the digital consumer.

The webinar included insights from a new book by Rob Garner – Search and Social: the Definitive Guide to Real-Time Content Marketing – to show you how you can harness the value of search and social to build a connected brand in the age of the empowered consumer.

Find out more: http://www.icrossing.com/wiley-announces-search-and-social-the-definitive-guide-to-real-time-content-marketing

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Real-Time Content Marketing in a Connected World - An iCrossing and Forrester Webinar Real-Time Content Marketing in a Connected World - An iCrossing and Forrester Webinar Presentation Transcript

  • Real-Time Content Marketingin a Connected WorldAn iCrossing Webinar featuring Forrester Research, Inc.November 8, 2012 | Noon ET
  • With you today #iCRealTime Rob Garner Vice President, Strategy, iCrossing @RobGarner Darika Ahrens Analyst, Forrester Research, Inc. @DarikaCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2
  • Providing real-time marketingcontent to the digital consumer
  • How to reach 1930s housewives with P&G products?Solution: Radio show “The Guiding Light”.
  • Today’s challenge? People are nowconnected --To each other, to brands, and to places--More often and from more locations than everbefore
  • The era of pervasive interactivity© 2012 Forrester Research, Inc. Reproduction Prohibited
  • 7
  • *Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada) **Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada)
  • Despite their connectivity, alwaysaddressable customers areharder to reach.
  • Why? Because: Ad-free paid content services are leaving fewer opportunities for “pure” advertising Consumers expect content as well as quality, value, and customer service for brand differentiation and loyalty. Digital is at the centre of their world, traditional marketing is tuned out, and messaging needs relevancy.© 2012 Forrester Research, Inc. Reproduction Prohibited 10
  • The Solution? Content which doesn’t feel like marketing. “Content Marketing delivers enough in- built value that it does not feel like marketing.”© 2012 Forrester Research, Inc. Reproduction Prohibited
  • A 72 year long content marketing campaign.
  • A 112 year long content marketing campaign.
  • “People will swap something they value less for something they value more. Both parties gain from the trade.” Value BRAND exchange© 2012 Forrester Research, Inc. Reproduction Prohibited
  • The 3 principles of content marketing: Value Choice Relevancy© 2012 Forrester Research, Inc. Reproduction Prohibited 15
  • Value: “I get something from this” Content should trigger at least one of Forrester’s “Four Fundamental Human Needs” Source: February 2010 “What People Really Need”© 2012 Forrester Research, Inc. Reproduction Prohibited
  • Value: “I get something from this” Content should trigger at least one of Forrester’s “Four Fundamental Human Needs” Human Need: Purpose: Create content Example: which is: Comfort Reduce stress & Useful - “How To” guides complexity. Helping - Retailer apps like Informing Tesco, Argos, etc. Connection Feel connected to Moving - Kony, Old Spice other people, part This is also where - Nike+ of something. virality comes from Variety Stimulate the brain, Entertaining - Tippex “Hunter keeps us engaged. Surprising shoots a bear” - P&G Soap operas Uniqueness Makes us feel Inspiring - Intel Museum of special. Exclusive Me Rewarding - Burberry Art of the Trench Source: “Vision: The Content Marketing Playbook” due to be published November 2012© 2012 Forrester Research, Inc. Reproduction Prohibited
  • The 3 principles of content marketing: Value Choice Relevancy© 2012 Forrester Research, Inc. Reproduction Prohibited 18
  • Choice: “I choose to interact with this” Source: Wikipedia© 2012 Forrester Research, Inc. Reproduction Prohibited
  • Choice: “I choose to interact with this” Source: Gawker Media© 2012 Forrester Research, Inc. Reproduction Prohibited
  • Choice: “I choose to interact with this” Source: Hootsuite Blog© 2012 Forrester Research, Inc. Reproduction Prohibited
  • Choice: “I choose to interact with this”© 2012 Forrester Research, Inc. Reproduction Prohibited
  • The 3 principles of content marketing: Value Choice Relevancy© 2012 Forrester Research, Inc. Reproduction Prohibited 23
  • Relevancy “This is for ME, right now” Source: We Are Social© 2012 Forrester Research, Inc. Reproduction Prohibited 24
  • Relevancy “This is for ME, right now” Source: We Are Social© 2012 Forrester Research, Inc. Reproduction Prohibited 25
  • Relevancy “This is for ME, right now” Source: We Are Social© 2012 Forrester Research, Inc. Reproduction Prohibited 26
  • The 3 principles of content marketing: Value Choice Relevancy© 2012 Forrester Research, Inc. Reproduction Prohibited 27
  • Real-Time Content Marketing in a Connected World of Search and Social
  • If you have a web site or any web presence, then you are a publisherCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 29
  • To build a connected brand with the always addressable consumer, you need to become a real-time content marketerCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 30
  • Being a real-time content marketer means being always present with useful and engaging content for the always addressable consumerCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 31
  • Elements of Real-Time Content Marketing • An organizational shifts from passive to real-time engagement • A redefining of audience • A redefining of brand to include the audience • A greater commitment to sincerity • A reworking of the definition of social media to become more inclusive of search principles • A redefinition of the word publishing • A commitment to being a “marketer as media publisher”COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 32
  • Real-time content marketing requires brands to harness the power of search, social, and contentCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 33
  • The always addressable consumer is already comfortably using search and social to find you and talk about youCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 34
  • So why not share useful and engaging content wherever the always addressable consumer is finding and talking about you?COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 35
  • Real-Time Content Marketing – Example 1COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 36
  • Real-Time Content Marketing – Example 2COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 37
  • Real-Time Content Marketing – Example 3COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 38
  • How to get started
  • Key considerations • Reevaluate your existing program • Prepare for a real-time presence • Identify gaps in audience targeting and content • Perform a technical audit • Perform a social audit • Determine how search, social, and content feed into each other, and provide attribution • Establish key metrics and benchmarksCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 40
  • Thank you COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIALCopyright iCrossing - Proprietary and Confidential 41 41
  • #iCRealTime Q&AStay Connected with iCrossing Find out more at www.icrossing.com Call us toll-free at 866-620-3780 Email us at findout@icrossing.com Follow us at Twitter @icrossing and @thecontentlabBecome a fan at facebook.com/icrossing
  • Thank you Rob Garner VP, Strategy, iCrossing Rob.Garner@icrossing.com www.icrossing.com Darika AhrensAnalyst, Forrester Research, Inc. Dahrens@forrester.com www.forrester.com