GETTING WITH THE PROGRAM
@KEVINMRYAN
MOTIVITY MARKETING, INC.
Rethink
Probable
MOTIVITY
2
MOTIVITY MARKETING, INC.
CONTRIBUTION
3
CHATTER
4
How do we fix it?
What’s worse?
What’s evil?
What’s with the arbitrage?
5
MOTIVITY MARKETING, INC. Photo credit: @KevinMRyan
6
MOTIVITY MARKETING, INC. Photo credit: @KevinMRyan
7
MOTIVITY MARKETING, INC. Photo credit: @KevinMRyan
8
MOTIVITY MARKETING, INC.
What the Arbitrage
9
MOTIVITY MARKETING, INC.
10
MOTIVITY MARKETING, INC.
OPTIMIZATION?
0
1
2
3
4
5
6
7
8
9
Media Cost
Profit Margin
Stupid Factor
11
Marketing Automation:
An enabling technology that
allows us to remove people so
we can communicate with people
better
P...
12
Media Automation:
An enabling technology that
allows us to remove the
audience from the audience
reach objective
Photo ...
13
Photo credit: @KevinMRyan
14
MOTIVITY MARKETING, INC.
What’s evil?
15
MOTIVITY MARKETING, INC. Photo credit: Rob’s Twitter Feed
CMO’S & TECHNOLOGY
 Social media &
analytics top
priorities in
deployment
“We are redirecting
money from advertising
to d...
MASS TRANSIT
 Moving people and data is a complicated process
Source URL: http://gtnr.it/1aDdTve
MASS TRANSIT
 Strategy is a vestigial tail
Source URL: http://gtnr.it/1aDdTve
19
MOTIVITY MARKETING, INC.
What’s worse?
20
MOTIVITY MARKETING, INC.
EXPERIENCE
 Customers viewed as targets first, advocates second
Source URL: http://ibm.co/mPno3H
PEOPLE OR TRANSACTIONS?
Brand Control
Your Message:
23
Enjoy all the
features of our
Flagship® Suite.
Use our privacy
dividers,
powerports and
tra...
Brand Control?
My Message:
24
Photo credit:
@KevinMRyan
Brand Control?
THE Message:
If I'm a white noise in your life, if I'm this background
voice that's comforting to know it's...
26
MOTIVITY MARKETING, INC.
What’s right?
Photo credit: @KevinMRyan
MOTIVITY MARKETING, INC. Photo credit: @KevinMRyan
UP TRENDS
Breaking down barriers
Failure factor
Less transacting, more thinking
Audience first
Blending instead of excludi...
29
MOTIVITY MARKETING, INC.
How do we fix it?
Photo credit: @KevinMRyan
30
MOTIVITY MARKETING, INC.
What’s going to make it better?
Photo credit: @KevinMRyan
ADVICE
Find connections
Build tech around people
Don’t build tech to avoid people
PARTNER SELECTION FOCUS
Industry knowledge
Channel knowledge
Tactical capabilities
Flexible processes
Capabilities & needs...
ADVICE
Think before you buy
Think before you create
Think before you tell the clients
ADVICE
Data isn’t people
Automation isn’t strategy
Don’t panic
DO GOOD
35
BUY MY BOOK
YOU’RE WELCOME!
Contact:
www.motivitymarketing.com
info@MotivityMarketing.com
@KevinMRyan
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Kevin ryanmotivitymarketinggetwiththeprogram

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"Get With The Program" by Kevin Ryan of Motivity Marketing
rogrammatic platforms seem poised to devour the world of advertising only four years after that puzzling RTB acronym became familiar. But now the game gets serious – as high CPM video, direct, mobile and even TV inventory starts leveraging these technologies and the platforms become core to both buying and selling. Time for a maturity check. Are these technologies, processes, and ready to grow up? As the longest running conference series on all things programmatic, OMMA RTB, enters its third year of international gatherings on the topic, we grill industry leaders on whether the exchange economy really has met and overcome its challenges.

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Kevin ryanmotivitymarketinggetwiththeprogram

  1. 1. GETTING WITH THE PROGRAM @KEVINMRYAN MOTIVITY MARKETING, INC. Rethink Probable
  2. 2. MOTIVITY 2 MOTIVITY MARKETING, INC.
  3. 3. CONTRIBUTION 3
  4. 4. CHATTER 4 How do we fix it? What’s worse? What’s evil? What’s with the arbitrage?
  5. 5. 5 MOTIVITY MARKETING, INC. Photo credit: @KevinMRyan
  6. 6. 6 MOTIVITY MARKETING, INC. Photo credit: @KevinMRyan
  7. 7. 7 MOTIVITY MARKETING, INC. Photo credit: @KevinMRyan
  8. 8. 8 MOTIVITY MARKETING, INC. What the Arbitrage
  9. 9. 9 MOTIVITY MARKETING, INC.
  10. 10. 10 MOTIVITY MARKETING, INC. OPTIMIZATION? 0 1 2 3 4 5 6 7 8 9 Media Cost Profit Margin Stupid Factor
  11. 11. 11 Marketing Automation: An enabling technology that allows us to remove people so we can communicate with people better Photo credit: @KevinMRyan
  12. 12. 12 Media Automation: An enabling technology that allows us to remove the audience from the audience reach objective Photo credit: @KevinMRyan
  13. 13. 13 Photo credit: @KevinMRyan
  14. 14. 14 MOTIVITY MARKETING, INC. What’s evil?
  15. 15. 15 MOTIVITY MARKETING, INC. Photo credit: Rob’s Twitter Feed
  16. 16. CMO’S & TECHNOLOGY  Social media & analytics top priorities in deployment “We are redirecting money from advertising to develop and build CRM systems,” Source URL: http://ibm.co/mPno3H
  17. 17. MASS TRANSIT  Moving people and data is a complicated process Source URL: http://gtnr.it/1aDdTve
  18. 18. MASS TRANSIT  Strategy is a vestigial tail Source URL: http://gtnr.it/1aDdTve
  19. 19. 19 MOTIVITY MARKETING, INC. What’s worse?
  20. 20. 20 MOTIVITY MARKETING, INC.
  21. 21. EXPERIENCE  Customers viewed as targets first, advocates second Source URL: http://ibm.co/mPno3H
  22. 22. PEOPLE OR TRANSACTIONS?
  23. 23. Brand Control Your Message: 23 Enjoy all the features of our Flagship® Suite. Use our privacy dividers, powerports and tray tables to create your own work space and stay productive in the air. Photo credit: @AmericanAir
  24. 24. Brand Control? My Message: 24 Photo credit: @KevinMRyan
  25. 25. Brand Control? THE Message: If I'm a white noise in your life, if I'm this background voice that's comforting to know it's there, I could go a lot farther than I ever could've gone with film. I can go weird places with you - in the bathroom, on the bus on the worst plane ride of your life. You can't demand that the audience do 'appointment viewing' anymore. You have to make it as easy and accessible as possible. @ThatKevinSmith25
  26. 26. 26 MOTIVITY MARKETING, INC. What’s right? Photo credit: @KevinMRyan
  27. 27. MOTIVITY MARKETING, INC. Photo credit: @KevinMRyan
  28. 28. UP TRENDS Breaking down barriers Failure factor Less transacting, more thinking Audience first Blending instead of excluding
  29. 29. 29 MOTIVITY MARKETING, INC. How do we fix it? Photo credit: @KevinMRyan
  30. 30. 30 MOTIVITY MARKETING, INC. What’s going to make it better? Photo credit: @KevinMRyan
  31. 31. ADVICE Find connections Build tech around people Don’t build tech to avoid people
  32. 32. PARTNER SELECTION FOCUS Industry knowledge Channel knowledge Tactical capabilities Flexible processes Capabilities & needs Communication & reporting Thought leadership
  33. 33. ADVICE Think before you buy Think before you create Think before you tell the clients
  34. 34. ADVICE Data isn’t people Automation isn’t strategy Don’t panic
  35. 35. DO GOOD 35
  36. 36. BUY MY BOOK
  37. 37. YOU’RE WELCOME! Contact: www.motivitymarketing.com info@MotivityMarketing.com @KevinMRyan

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