Equipping marketing and research for a digital social mobile age v f
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Equipping marketing and research for a digital social mobile age v f Equipping marketing and research for a digital social mobile age v f Presentation Transcript

  • Introduction to Rubinson Partners, Inc. Equipping marketing and research for a digital, social, and mobile age Joel Rubinson, President Rubinson Partners, Inc. joel@rubinsonpartners.com Blog.joelrubinson.net Ideas herein are property of Rubinson Partners and cannot be used without permission. joel@rubinsonpartners.com June, 2013
  •  Rubinson Partners, Inc. (RPI) founded in 2010 by the former Chief Research Officer at the Advertising Research Foundation  Includes a network* of world class talent  Clients include leading marketers, marketing research firms, and digital media companies.  Founder was the Chief Research Officer at the ARF, 25 years as chief research officer at The NPD Group, Advanced methods practice leader for Vivaldi (leading branding consultancy), and head of analytics in North America and global lead on shopper insights for Synovate. Joel started his career at Unilever.  Joel has an MBA from the University of Chicago, with concentrations in Economics and Statistics.  Joel is a widely read blogger, published author and frequent speaker. A bit about Rubinson Partners, Inc… *Senior resources formerly at Procter, Kraft, Mastercard, and current NYU and Fordham faculty, and two leading research and analytic firms are all part of the RPI network Joel is also on the faculty of NYU Stern School of Business where he teaches social media strategy.
  • The brave new world of marketing…  From days of old…  In a traditional marketing era, marketers built brands largely based on running paid advertising to generate awareness, interest, desire, and hopefully action. In this worldview, consumers were not part of the media equation.  Today, brand KPIs mostly still follow this old model…survey- based, slow, and continuing to reinforce a TV-first marketing culture.  …to days of bold  In a digital, social, and mobile world consumers have become a significant part of the media process:  Interacting via second screens  Sharing: endorse or dissuade friends regarding branded content and their feelings about a given brand  Leaning-forward as they search, pull information, and seek opinions/ideas. For example, Google says there are 8 BILLION searches in the US each month that are food recipe related.  Joining brand communities via Facebook, Twitter, signing up for e- mails, and downloading branded apps.  And now, all of these actions can take place right at point of purchase and on the street corner via smart phones  Use smartphones for just in time, shopper decision making, right at point of purchase
  • However, narrative without measurement strategies, can lead marketers to some really wrong conclusions Myth: A post-apocalyptic media world (is coming) substantially devoid of brand advertising as we have long known it. Bob Garfield, 2007 Mythbusting: Advertising revenues continue to grow in the US and globally. Advertising is part of every media touchpoint. Myth: The ROI of social media is that your brand will still be in business in five years. Eric Qualman, Socialnomics Mythbusting: Conversations are important sources of insights that inform marketing actions. However, for most brands, paid media and shopper marketing still have a greater demonstrated impact on sales. Myth: Linear TV viewing is dying, being replaced by DVRs, Tablets, video on demand and Netflix. Forrester has been predicting the death of linear TV since 1999. Mythbusting: TV viewing is stable and linear TV still accounts for about 90% of time. Tablets and smartphones are strengthening the TV experience and cannibalizing laptop use, not TV. Myth: Why would anyone still have a website when then can have 10 times as many relationships via their Facebook page? Sheryl Sandberg, Facebook Mythbusting: Facebook has impact but search and owned media are often a more powerful combination for driving shopper action and 1-1 marketing Commonly heard industry beliefs: Rubinson assignments have found: Mobile is changing the way we live and the way marketers need to think about media. Yes, this one IS true! But…nearly 70% of mobile use isn’t mobile…it is at home!
  • Rubinson Partners has created the industry’s first valid measurable models to guide brand success in a digital age  How do we actually measure, paid, owned, and earned media and its effects on the business?  How do we fully leverage digital and social data to create “sense, respond, and anticipate” systems?  How do we seamlessly fuse together insights and action?
  • Redesign your insights programs to leverage listening and digital sensing, along with surveys Innovation Brand guidance Consumer understanding  Integrative big data frameworks  New thinking  New tools  New insights
  • Rubinson game changing innovation Innovation Brand guidance Consumer understanding  Innovating Innovation. In partnership with InsightsNow, Inc. RPI offers an award winning system called BehaviorLens ™ based on moments marketing
  • Rubinson game changing brand guidance  Next generation Marketing Mix Modeling:, RPI has created approaches for improved estimation of digital and social media impact  Measurable model of media in a paid, owned, earned, media world. For large CPG marketers, created the first contemporary measurable model of media  Sense, respond, anticipate. Designed one of the most comprehensive shopper insights listening and digital sensing platforms ever created in CPG.  Reinventing brand tracking. For leading CPG marketers, created a next generation approach to brand tracking that fully leverages instant digital and social data, integrated with survey and mobile research Innovation Brand guidance Consumer understanding
  •  Smartphone understanding. For AOL, consulted on award winning project to understand smart phone owners’ usage and motivations, published in HBR  Social sharing behaviors. For ShareThis, led one of the largest analyses of sharing behavior  Value of a Facebook fan. With Compete, determined the value of a Facebook fan is real but only if they pay return visits to the fan page  Path to purchase research: What is media’s influence on shopper actions, not just awareness and intention  Workshops on shopper and digital marketing Rubinson game changing learning Innovation Brand guidance Consumer understanding
  • Advice for advertisers  Create a measurable model of paid, owned, and earned media where you, rather than your agencies, own the protocols. This is your starting point for understanding relative impact.  Learn how to integrate digital behaviors, social media listening/fan profiles and survey data to create a complete and continuous monitor of what a healthy brand looks like in a digital age.  Create a fast pivot campaign optimization system with a tagging and conversion structure that links behaviors to ad exposure.  Use multi-stage marketing mix modeling approaches that model the direct and indirect effects of media  Get ahead of the curve on mobile. It is changing everything  Understand path to purchase influencers; are you reaching people with your messages at the right moments?  Each year, radically redesign at least one of your major processes; innovation, brand guidance, insights approaches to leverage new possibilities in a digital, social, and mobile age
  • How Rubinson Partners works with advertisers and media companies 1 2 3 4 As part of your insights team, understand and help define the need Create a picture of the future- state, a proposed plan of action, identify potential partners for the client organization Guide, manage, and/or build the solution on behalf of the client Equip the organization to leverage the new approach
  • How Rubinson Partners works with research suppliers 1 2 3 4 As part of the research organization’s extended team, understand and help define the commercial opportunity Design the offer that would address unmet client needs, and create a proposed plan of action Guide, manage, and/or build the solution Equip the organization to commercialize the new approach
  • How may I help you?  joel@rubinsonpartners.com  917-821-8554  Blog.joelrubinson.net