How to drive engagement in an always on marketing world
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

How to drive engagement in an always on marketing world

  • 9,512 views
Uploaded on

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.

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.

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
9,512
On Slideshare
8,191
From Embeds
1,321
Number of Embeds
24

Actions

Shares
Downloads
120
Comments
10
Likes
21

Embeds 1,321

http://www.scoop.it 350
http://www.levidepoches.fr 318
http://www.socialmediasocialmedia.nl 190
http://blog.kutayates.com 95
http://madcowan.blogspot.ca 94
http://levidepoches.blogs.com 88
http://www.levidepoches.blogs.com 60
http://www.linkedin.com 31
https://twitter.com 26
http://madcowan.blogspot.com 22
http://madcowan.blogspot.de 15
http://www.twylah.com 5
http://feedly.com 4
http://cincmarketing.com 4
http://madcowan.blogspot.co.uk 3
http://staging.ponga.com 3
http://www.typepad.com 3
http://madcowan.blogspot.sg 2
https://abs.twimg.com 2
http://ahealthyllifestyleforahealthyworld.com 2
http://localhost 1
http://www.iskill.vn 1
http://madcowan.blogspot.nl 1
http://www.inoreader.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Increasing Relevance in anAlways-On Marketing WorldPaul Cowan@cowanpkc © Paul Cowan 2013 - @cowanpkc
  • 2. Content is King. So what is Queen? © Paul Cowan 2013 - @cowanpkc
  • 3. Relevance. © Paul Cowan 2013 -@cowanpkc 2013- @cowanpkc
  • 4. But this is not new. © Paul Cowan 2013 - @cowanpkc
  • 5. Marketers has been trying to make theirproducts stand out beyond the clutter… © Paul Cowan 2013 - @cowanpkc
  • 6. But the world ischanging. Time andattention is tougher toget and relevancechanges in real-time. © Paul Cowan 2013 - @cowanpkc
  • 7. Most brands aren’t set up to recognize and acton consumer interactions in real-time © Paul Cowan 2013 - @cowanpkc
  • 8. This is resulting in brand messages that lackrelevance and declining consumer engagement © Paul Cowan 2013 - @cowanpkc
  • 9. So how do successful brands stand out? © Paul Cowan 2013 - @cowanpkc
  • 10. Relevance. © Paul Cowan 2013 -@cowanpkc 2013- @cowanpkc
  • 11. The formula issimple CONTEXTUAL RELEVANCE. + Its raining TARGET NEED I like to be dry SITUATIONAL RELEVANCE No shelter © Paul Cowan 2013- @cowanpkc
  • 12. The formula issimple. I’m Contextual Relevance happy! Target Need Situational Relevance © Paul Cowan 2013- @cowanpkc
  • 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. What marketers need to do… © Paul Cowan 2013 - @cowanpkc
  • 15. ORGANIZE + CURATE + AUTOMATE © Paul Cowan 2013 - @cowanpkc
  • 16. ORGANIZE © Paul Cowan 2013 - @cowanpkc
  • 17. ORGANIZEBrands need to establish the right foundation for amore fluid planning and deployment approach © Paul Cowan 2013 - @cowanpkc
  • 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. Start: Mapping the JourneyUnderstand how customers and prospects areinteracting with various traditional advertising anddigital mediums to optimize messaging strategies. © Paul Cowan 2013 - @cowanpkc
  • 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. CURATE © Paul Cowan 2013 - @cowanpkc
  • 22. CURATEBrands need to shift internal workflows and investin content production to create a value exchangewith consumers © Paul Cowan 2013 - @cowanpkc
  • 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. 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. 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. AUTOMATE © Paul Cowan 2013 - @cowanpkc
  • 27. AUTOMATEBrands need to invest in data managementsystems and predictive models to scale contentdeployment and amplification. © Paul Cowan 2013 - @cowanpkc
  • 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. 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. 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. Thanks!Paul Cowan@cowanpkc © Paul Cowan 2013 - @cowanpkc