The Battle For Customer Attention

Marketers…Agencies…Publishers…And the Battle for AttentionMichael BrennerSr. Director, Integrated Marketing, SAPCo-Founder, Business2Community.com@BrennerMichael

What is Marketing? “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself… … The aim of marketing is to make selling superfluous.” ~ Peter F. Drucker “Marketing is too important to be left to the marketing department.” ~ David Packard© 2011 SAP AG. All rights reserved. Confidential 5

Marketing is Hard! Consumers are bombarded with over 2,000marketing messages per day More than 200 Million Americans have joinedthe U.S. “Do Not Call” list 86% of people skip television ads 44% of direct mail is never opened 99.9X% of banner ads do not receive clicks Less than 1% of B2B emails don’t produce asingle click. Buyers wait until they have completed 60% to80% of their research before reaching out tovendors.© 2011 SAP AG. All rights reserved. Confidential 6

Or This… (“The Future of Media”) "Were seeing platform, technology, an d content all converging, and its happening quickly,“ Its exciting to me. Theres an appetite for more original content than ever, and I have a company that creates content, whether its distributed in short form, reality form, live form, or game form.“ ~CNN / Fortune 1/3/12© 2011 SAP AG. All rights reserved. Confidential 10

Marketers Greatest Challenge Today: Become PublishersHave the content our audience needs . . . . . . distributed in the channels they use.Created, Curated and Syndicated content to create conversations• For each buyer journey stage• For all “personas” that influence the buying process at each stage• For all their media channels © 2011 SAP AG. All rights reserved. Confidential 11

AMEX Open Forum•“Help Small Businesses Do More Business”• All original content • articles, blogs, research, surveys, contests• Community / connections • Find an expert• White labeled services • SEO, Creative, (new) BusinessApps• Heavily branded / CTA “Apply For A Card”• Personalization• 1M visitors per months• “Largest source of new card members” © 2011 SAP AG. All rights reserved. Confidential 12

Marketers Challenge: Drive Business ResultsProblem: Many of our media tactics wereproducing ZERO business results.Why: Activity-based plans designed toshow business leaders we were supportingevery area of the business. Often executedreactively or to simply spend availablebudget.Action: Always-on, centralized, agency-led,online media plan to enable inboundresponse on publisher sites. ROI vs.tactically-focused. Relentlessly optimized. Share the risk / rewardResult: $1 spent produced $4 in sales© 2011 SAP AG. All rights reserved. Confidential 17

Susan Popper, SVP – SAP Marketing Communications Q: How can publishers, agencies and marketers can work better together? A: “We need strategic “big” ideas that blend paid/earned/owned. Our greatest challenge as marketers is staying fresh and relevant..in a fragmented environment so the right people can see you at the right time!”© 2011 SAP AG. All rights reserved. Confidential 18

“Social networking is a means to an end. You need tounderstand what the end is.” ~ Paul Adams, Google: The Real Life Social Network

(Random) Closing Thoughts – Make it about them!We live in a mobile-enabled, socially connected, real-time world.We all have entrusted our friends, business colleagues,photos, music, various musings and resumes to the cloud.Our businesses cannot respond fast enough.We need to become publishersWe need content…distributed to our audience…. . . that balances their needs to be informed, educatedand entertainedWe need your help to deliver value to our customers!© 2011 SAP AG. All rights reserved. Confidential 20

Thank you for YOUR attention! Email: michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.com Social News Site: Business2Community.com Twitter: @brennermichael© 2011 SAP AG. All rights reserved. Confidential 21

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The Battle For Customer Attention

by Michael Brenner on Jan 24, 2012

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