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The Battle For Customer Attention

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Michael Brenner
Michael Brenner

How Marketers, agencies and publishers can work better together to win the battle for customer attention

BusinessTechnology
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Marketers…Agencies…Publishers… And the Battle for Attention Michael Brenner Sr. Director, Integrated Marketing, SAP Co-Founder, Business2Community.com @BrennerMichael
Me, age 3 © 2011 SAP AG. All rights reserved. Confidential 2
Me, 20 pounds years ago © 2011 SAP AG. All rights reserved. Confidential 3
Today we are all connected © 2011 SAP AG. All rights reserved. Confidential 4
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 2,000 marketing messages per day  More than 200 Million Americans have joined the 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 a single click.  Buyers wait until they have completed 60% to 80% of their research before reaching out to vendors. © 2011 SAP AG. All rights reserved. Confidential 6
Be. More. Interesting. © 2011 SAP AG. All rights reserved. Confidential 7
Less like this… © 2011 SAP AG. All rights reserved. Confidential 8
More like this… © 2011 SAP AG. All rights reserved. Confidential 9
Or This… (“The Future of Media”) "We're seeing platform, technology, an d content all converging, and it's happening quickly,“ It's exciting to me. There's an appetite for more original content than ever, and I have a company that creates content, whether it's 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 Publishers Have 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
“Content Strategy” Meets Buyers Where They Are © 2011 SAP AG. All rights reserved. Confidential 13
Marketers Challenge: Catching Up to Mobile Consumers © 2011 SAP AG. All rights reserved. Confidential 14
Marketers Need Content Audiences Want © 2011 SAP AG. All rights reserved. Confidential 15
Publishers Challenge: Monetizing Content 728x90 Logo plus sponsored text 300x250 © 2011 SAP AG. All rights reserved. Confidential 16
Marketers Challenge: Drive Business Results Problem: Many of our media tactics were producing ZERO business results. Why: Activity-based plans designed to show business leaders we were supporting every area of the business. Often executed reactively or to simply spend available budget. Action: Always-on, centralized, agency-led, online media plan to enable inbound response on publisher sites. ROI vs. tactically-focused. Relentlessly optimized. Share the risk / reward Result: $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 to understand 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 publishers We need content…distributed to our audience… . . . that balances their needs to be informed, educated and entertained We 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

  • 1. Marketers…Agencies…Publishers… And the Battle for Attention Michael Brenner Sr. Director, Integrated Marketing, SAP Co-Founder, Business2Community.com @BrennerMichael
  • 2. Me, age 3 © 2011 SAP AG. All rights reserved. Confidential 2
  • 3. Me, 20 pounds years ago © 2011 SAP AG. All rights reserved. Confidential 3
  • 4. Today we are all connected © 2011 SAP AG. All rights reserved. Confidential 4
  • 5. 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
  • 6. Marketing is Hard!  Consumers are bombarded with over 2,000 marketing messages per day  More than 200 Million Americans have joined the 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 a single click.  Buyers wait until they have completed 60% to 80% of their research before reaching out to vendors. © 2011 SAP AG. All rights reserved. Confidential 6
  • 7. Be. More. Interesting. © 2011 SAP AG. All rights reserved. Confidential 7
  • 8. Less like this… © 2011 SAP AG. All rights reserved. Confidential 8
  • 9. More like this… © 2011 SAP AG. All rights reserved. Confidential 9
  • 10. Or This… (“The Future of Media”) "We're seeing platform, technology, an d content all converging, and it's happening quickly,“ It's exciting to me. There's an appetite for more original content than ever, and I have a company that creates content, whether it's distributed in short form, reality form, live form, or game form.“ ~CNN / Fortune 1/3/12 © 2011 SAP AG. All rights reserved. Confidential 10
  • 11. Marketers Greatest Challenge Today: Become Publishers Have 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
  • 12. 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
  • 13. “Content Strategy” Meets Buyers Where They Are © 2011 SAP AG. All rights reserved. Confidential 13
  • 14. Marketers Challenge: Catching Up to Mobile Consumers © 2011 SAP AG. All rights reserved. Confidential 14
  • 15. Marketers Need Content Audiences Want © 2011 SAP AG. All rights reserved. Confidential 15
  • 16. Publishers Challenge: Monetizing Content 728x90 Logo plus sponsored text 300x250 © 2011 SAP AG. All rights reserved. Confidential 16
  • 17. Marketers Challenge: Drive Business Results Problem: Many of our media tactics were producing ZERO business results. Why: Activity-based plans designed to show business leaders we were supporting every area of the business. Often executed reactively or to simply spend available budget. Action: Always-on, centralized, agency-led, online media plan to enable inbound response on publisher sites. ROI vs. tactically-focused. Relentlessly optimized. Share the risk / reward Result: $1 spent produced $4 in sales © 2011 SAP AG. All rights reserved. Confidential 17
  • 18. 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
  • 19. “Social networking is a means to an end. You need to understand what the end is.” ~ Paul Adams, Google: The Real Life Social Network
  • 20. (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 publishers We need content…distributed to our audience… . . . that balances their needs to be informed, educated and entertained We need your help to deliver value to our customers! © 2011 SAP AG. All rights reserved. Confidential 20
  • 21. 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

Editor's Notes

  1. At this point, technology was the enabler…
  2. But now, it’ content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer is…
  3. "We're seeing platform, technology, and content all converging, and it's happening quickly,“ It's exciting to me. There's an appetite for more original content than ever, and I have a company that creates content, whether it's distributed in short form, reality form, live form, or game form."