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Increasing Relevance in anAlways-On Marketing WorldPaul Cowan@cowanpkc                             © Paul Cowan 2013 - @co...
Content is King.    So what is Queen?                   © Paul Cowan 2013 - @cowanpkc
Relevance.             © Paul Cowan 2013 -@cowanpkc                          2013- @cowanpkc
But this is not new.                       © Paul Cowan 2013 - @cowanpkc
Marketers has been trying to make theirproducts stand out beyond the clutter…                                          © P...
But the world ischanging. Time andattention is tougher toget and relevancechanges in real-time.                          ©...
Most brands aren’t set up to recognize and acton consumer interactions in real-time                                       ...
This is resulting in brand messages that lackrelevance and declining consumer engagement                                  ...
So how do successful brands stand out?                                         © Paul Cowan 2013 - @cowanpkc
Relevance.             © Paul Cowan 2013 -@cowanpkc                          2013- @cowanpkc
The formula issimple                 CONTEXTUAL RELEVANCE.                   +                                            ...
The formula issimple.                   I’m                                                  Contextual Relevance         ...
3BIGCHALLENGES1. Fragmentation    There are far greater communications channels for consumers to    engage with, making br...
What marketers need to do…                             © Paul Cowan 2013 - @cowanpkc
ORGANIZE + CURATE + AUTOMATE                           © Paul Cowan 2013 - @cowanpkc
ORGANIZE           © Paul Cowan 2013 - @cowanpkc
ORGANIZEBrands need to establish the right foundation for amore fluid planning and deployment approach                    ...
Start: Agile MarketingBrands need to establish the right foundation for a morefluid planning and deployment approach that ...
Start: Mapping the JourneyUnderstand how customers and prospects areinteracting with various traditional advertising anddi...
Start: Lifecycle ManagementAligning to the consumer lifecycle and delivering theright content, in the right place, at the ...
CURATE         © Paul Cowan 2013 - @cowanpkc
CURATEBrands need to shift internal workflows and investin content production to create a value exchangewith consumers    ...
Start: Brand StorytellingInvest in creation of teams that are editorial in nature,acting like a newsroom to form and artic...
Start: Amplifying ContentAmplifying both brand and user generated content todrive greater reach, frequency and engagement ...
Start: Recognize and RewardAs consumers engage with brand content, trackengagement over time and reward behaviors that are...
AUTOMATE           © Paul Cowan 2013 - @cowanpkc
AUTOMATEBrands need to invest in data managementsystems and predictive models to scale contentdeployment and amplification...
Start: Real-Time SegmentationBuilding systems to integrate real-time social graph datawith traditional segmentation to ena...
Start: Predicting BehaviorUse of social data as a predictable tool for what willdrive engagement with content, offers and ...
Consumer fragmentation isincreasing and the ability formarketers to develop meaningfulconnections with their customer ismo...
Thanks!Paul Cowan@cowanpkc             © Paul Cowan 2013 - @cowanpkc
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How to drive engagement in an always on marketing world

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A practical guide for brand marketers on how they can start to link consumer insight, relevant messages and the appropriate media channels to drive increase response to annuity marketing programs.

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Transcript of "How to drive engagement in an always on marketing world"

  1. 1. Increasing Relevance in anAlways-On Marketing WorldPaul Cowan@cowanpkc © Paul Cowan 2013 - @cowanpkc
  2. 2. Content is King. So what is Queen? © Paul Cowan 2013 - @cowanpkc
  3. 3. Relevance. © Paul Cowan 2013 -@cowanpkc 2013- @cowanpkc
  4. 4. But this is not new. © Paul Cowan 2013 - @cowanpkc
  5. 5. Marketers has been trying to make theirproducts stand out beyond the clutter… © Paul Cowan 2013 - @cowanpkc
  6. 6. But the world ischanging. Time andattention is tougher toget and relevancechanges in real-time. © Paul Cowan 2013 - @cowanpkc
  7. 7. Most brands aren’t set up to recognize and acton consumer interactions in real-time © Paul Cowan 2013 - @cowanpkc
  8. 8. This is resulting in brand messages that lackrelevance and declining consumer engagement © Paul Cowan 2013 - @cowanpkc
  9. 9. So how do successful brands stand out? © Paul Cowan 2013 - @cowanpkc
  10. 10. Relevance. © Paul Cowan 2013 -@cowanpkc 2013- @cowanpkc
  11. 11. The formula issimple CONTEXTUAL RELEVANCE. + Its raining TARGET NEED I like to be dry SITUATIONAL RELEVANCE No shelter © Paul Cowan 2013- @cowanpkc
  12. 12. The formula issimple. I’m Contextual Relevance happy! Target Need Situational Relevance © Paul Cowan 2013- @cowanpkc
  13. 13. 3BIGCHALLENGES1. Fragmentation There are far greater communications channels for consumers to engage with, making brand storytelling difficult.2. Creativity Marketers are not organized to create content 24/365 in an real- time manner.3. Scalability Automating communications and creation of trigger based messaging based across channels is nearly impossible. © Paul Cowan 2013 - @cowanpkc
  14. 14. What marketers need to do… © Paul Cowan 2013 - @cowanpkc
  15. 15. ORGANIZE + CURATE + AUTOMATE © Paul Cowan 2013 - @cowanpkc
  16. 16. ORGANIZE © Paul Cowan 2013 - @cowanpkc
  17. 17. ORGANIZEBrands need to establish the right foundation for amore fluid planning and deployment approach © Paul Cowan 2013 - @cowanpkc
  18. 18. Start: Agile MarketingBrands need to establish the right foundation for a morefluid planning and deployment approach that movesaway from campaign planning to agile teams that canreact and launch marketing programs. © Paul Cowan 2013 - @cowanpkc
  19. 19. Start: Mapping the JourneyUnderstand how customers and prospects areinteracting with various traditional advertising anddigital mediums to optimize messaging strategies. © Paul Cowan 2013 - @cowanpkc
  20. 20. Start: Lifecycle ManagementAligning to the consumer lifecycle and delivering theright content, in the right place, at the right time, to theright person. © Paul Cowan 2013 - @cowanpkc
  21. 21. CURATE © Paul Cowan 2013 - @cowanpkc
  22. 22. CURATEBrands need to shift internal workflows and investin content production to create a value exchangewith consumers © Paul Cowan 2013 - @cowanpkc
  23. 23. Start: Brand StorytellingInvest in creation of teams that are editorial in nature,acting like a newsroom to form and articulate brandstories that are relevant to the audience. © Paul Cowan 2013 - @cowanpkc
  24. 24. Start: Amplifying ContentAmplifying both brand and user generated content todrive greater reach, frequency and engagement acrossPaid, Owned and Earned channels. © Paul Cowan 2013- @cowanpkc
  25. 25. Start: Recognize and RewardAs consumers engage with brand content, trackengagement over time and reward behaviors that aregenerating positive value for the brand. © Paul Cowan 2013 - @cowanpkc
  26. 26. AUTOMATE © Paul Cowan 2013 - @cowanpkc
  27. 27. AUTOMATEBrands need to invest in data managementsystems and predictive models to scale contentdeployment and amplification. © Paul Cowan 2013 - @cowanpkc
  28. 28. Start: Real-Time SegmentationBuilding systems to integrate real-time social graph datawith traditional segmentation to enable marketers tobetter understand consumer media usage andpersonalize content. © Paul Cowan 2013 - @cowanpkc
  29. 29. Start: Predicting BehaviorUse of social data as a predictable tool for what willdrive engagement with content, offers and overall brandstories that are created across channel. © Paul Cowan 2013 - @cowanpkc
  30. 30. Consumer fragmentation isincreasing and the ability formarketers to develop meaningfulconnections with their customer ismore and more challenging. Brands now have the opportunity to evolve to a more agile marketing model, empowering real-time reaction to market shifts and more active brand management © Paul Cowan 2013 - @cowanpkc
  31. 31. Thanks!Paul Cowan@cowanpkc © Paul Cowan 2013 - @cowanpkc
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