The Interactive Brand Ecosystem: Putting Digital At The Heart Of Your Brand Campaigns - Forrester

Let’s think back to 1993 Source: MSNBC (http://www.msnbc.msn.com/), Wikipedia (http://en.wikipedia.org) 3 © 2011 Forrester Research, Inc. Reproduction ProhibitedSource: History Channel (http://www.history.com)

Agenda Four reasons interactive marketing is ready to lead your brand Creating interactive brand ecosystems How your marketing organization must change12 © 2011 Forrester Research, Inc. Reproduction Prohibited

First, engage your users with an interactive core  The big idea will always be the key to branding success  Put the big idea in owned media, which offers more scale and trust than social media  Push ideas and engagement out from the center, and push audiences in20 © 2011 Forrester Research, Inc. Reproduction Prohibited

Five reasons owned media – not social media – should be the center of your brand ecosystem  A lot of marketers try to put Facebook or other social media at the heart of the brand ecosystem  This can work in some cases, but owned media will work better because your own web site: – Is easier to find – Reaches more users – Is more trusted – Offers deeper, richer content and experiences – Is 100% under your control21 © 2011 Forrester Research, Inc. Reproduction Prohibited

Second, intelligently distribute your big idea in social and mobile media  Spread your idea—and your engagement—into secondary channels  Be selective in which social and mobile channels you use – Study your audience to understand their preferences  Be selective in how much interaction you offer through each channel – Based on your audience and the tools’ capabilities22 © 2011 Forrester Research, Inc. Reproduction Prohibited

Third, reach a broad audience with paid media  You must use paid media to create scale  Be bold! – Bold ad units – Bold production value – Bold media buys  Use both online and offline paid media23 © 2011 Forrester Research, Inc. Reproduction Prohibited

Smirnoff developed rich plans for each layer  It engaged users with an interactive core  It distributed its interactions through social and mobile media  It reached a broader audience with paid media  The brand ecosystem was a huge success – Thousands directly engaged with the core – Tens of thousands interacted through social and mobile media – Tens of millions were reached through paid media26 © 2011 Forrester Research, Inc. Reproduction Prohibited

They require agencies to work together in new ways  Traditional and interactive shops are just now learning to sit together in the same room  This new model demands much more of the agencies: – Developing deep, rather than shallow, big ideas – Letting interactive tools be the star of the show – Effective coordination of messages, flights, and customer journey34 © 2011 Forrester Research, Inc. Reproduction Prohibited

Summary  Interactive marketing is ready to lead your brand  That doesn’t mean choosing one channel over another – it means organizing all channels into a multilayered brand ecosystem – Engage your users with an owned media core – Distribute your campaign via social and mobile media – Reach a broader audience using paid online and offline media  Change your organization to adapt to interactive-led marketing – Distribute interactive skills throughout your organization – Demand more from your agencies – Make customer insights and market research a key part of marketing strategey36 © 2011 Forrester Research, Inc. Reproduction Prohibited

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The Interactive Brand Ecosystem: Putting Digital At The Heart Of Your Brand Campaigns - Forrester

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The Interactive Brand Ecosystem: Putting Digital At The Heart Of Your Brand Campaigns - Forrester — Presentation Transcript