Delivering On The Promise Of Cross Media

984 views
953 views

Published on

Historically, it has been both impractical and uneconomical for companies to customize content for all of the audiences they need to reach. Today, enhanced communication architectures make it easier to develop, package and deliver relevant, timely information to web site visitors, customers, employees and business partners. In this session, Jeffrey Stewart explains how new tools deliver integration never before possible, delivering on the promise of cross-media communications. He’ll also share how you can help customers transition from traditional to more engaging, customized, personalized marketing that can be deployed across all media – including social media.

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
984
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
43
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Historically, it has been both impractical and uneconomical for companies to customize content for all of the audiences they need to reach. Today, enhanced communication architectures make it easier to develop, package and deliver relevant, timely information to web site visitors, customers, employees and business partners. In this session, Jeffrey Stewart explains how new tools deliver integration never before possible, delivering on the promise of cross-media communications. He’ll also share how you can help customers transition from traditional to more engaging, customized, personalized marketing that can be deployed across all media – including social media. Be sure to tell me: why (besides technology barriers) the promise has been elusive. After all, Stew, you've been one of the CM promisers for more than a decade -- what are the cultural (corporate) barriers? Why is it marketers still don't really do cross-media, we still do multi-media? What needs to change inside our heads for us to realize the promise?
  • Current accepted practices
  • Technology such as OpenID, Facebook Connect, Google Friend Connect and Microsoft Live have created new ways for marketers and consumers to take advantage of their social graph as they travel the Web. the boundaries between the corporate Web site and the intranet are blurring. Your employees want to collaborate and share knowledge with peers who work outside your organization too. Recent announcements by YouTube, Xbox and Nintendo indicating their intent to implement Facebook Connect on their sites and devices shows the growing acceptance of the cross-sharing of content and social graphs. Compete.com estimates that over 64 million consumers used the service in the month of May 2009. 1. Quick registration 2. Improved social utility 3. Data, data, data Content from your site, including the results of polls, quizzes, transactions, etc. can also be published to your user’s Facebook Wall for all to see (and link to). Enabling portable social graphs allows marketers to assemble user profiles of customers and their habits, including whom they turn to for recommendations and whom they trust most when they’re making decisions.
  • The data-driven technologies that enable personalization bring a great deal of additional value. For example, small to mid-size campaigns can now be tested easily and inexpensively. It used to be that you’d had to have a large campaign to justify the cost of testing headlines, images, copy, or lists. Now, you can test everything in very small run sizes. And, testing is critical to optimizing the return on any marketing campaign.
  • The Chaos Scenario   30 Days of Chaos Day 15 - Automating serendipity. Data mining as an up sell engine. Plus $1 million to recommend a movie
  • Delivering On The Promise Of Cross Media

    1. 1. Delivering on the Promise of Cross-Media Jeffrey Stewart CTO, Trekk Cross-Media
    2. 2. Agenda <ul><li>Features of Cross-Media </li></ul><ul><li>Challenges and Solutions </li></ul><ul><li>Show Me </li></ul>
    3. 3. Feature of Cross-Media Campaigns <ul><li>Personalization / Relevancy </li></ul><ul><li>Multiple Touch, Multiple Channels </li></ul><ul><li>Measurable and Manageable </li></ul>
    4. 4. Relevance, Relationship, Results
    5. 5. Create Once… Deploy Often
    6. 6. Measureable Call-To-Action
    7. 7. Challenges and Solutions <ul><li>Cross-Discipline </li></ul><ul><li>Reducing Complexity </li></ul><ul><li>Testing & Measurement </li></ul><ul><li>Rinse, Lather, Repeat </li></ul><ul><li>Launch and Learn </li></ul>
    8. 8. Cross-Discipline <ul><li>People </li></ul><ul><ul><li>Graphics Artists, Copywriters, Interactive Designers, Account Managers, Pre-Press Production, Direct Mail Experts, Programmers, Application Architects, Database Experts, System Administrators </li></ul></ul><ul><li>Technology </li></ul><ul><ul><li>Web Sites, Database Servers, Variable Data Print Engines, Workflow Management, Email Systems, Digital Asset Management, Ad Networks, Third Party API’s </li></ul></ul>
    9. 9. and Integrate Integrate Integrate
    10. 10. Seed the Clouds With web-to-everywhere
    11. 11. Create message Roadmaps to strategically engage
    12. 12. Define and Track Touchpoints for measuring ROI
    13. 13. “ If you can’t measure it, you can’t manage it”
    14. 14. ROI = Return / Investment <ul><li>Return </li></ul><ul><ul><li>Value of product sold (profit margin) </li></ul></ul><ul><ul><li>Value of Qualified Lead (projected sales) </li></ul></ul><ul><ul><li>Value of Customer Lifetime Loyalty (historically) </li></ul></ul><ul><li>Investment </li></ul><ul><ul><li>Fixed Costs </li></ul></ul><ul><ul><ul><li>Campaign Research and Concept Development </li></ul></ul></ul><ul><ul><ul><li>Tactic Design and Implementation </li></ul></ul></ul><ul><ul><ul><li>Tracking and Measurement Tools </li></ul></ul></ul><ul><ul><li>Variable Costs </li></ul></ul><ul><ul><ul><li>List Acquisition and Cleansing </li></ul></ul></ul><ul><ul><ul><li>Printing and Fulfillment </li></ul></ul></ul><ul><ul><ul><li>Offline and Online Ad Placement </li></ul></ul></ul><ul><ul><ul><li>Operation and Measurement </li></ul></ul></ul>
    15. 15. Measurement Metrics <ul><li>Cost Per Impression </li></ul><ul><li>Cost Per Click </li></ul><ul><li>Cost Per Conversion </li></ul>
    16. 16. A/B Testing <ul><li>Super Crunchers </li></ul><ul><li>Why Thinking-by-Numbers Is the New Way to Be Smart </li></ul><ul><li>www.bantamdell.com </li></ul><ul><li>The End of Intuition </li></ul><ul><li>Why Thinking-by-Numbers Is the New Way to Be Smart </li></ul><ul><li>www.bantamdell.com </li></ul>63% More likely you select Super Crunchers Ad
    17. 17. Keeping Score $23,210 for 1055 conversions or $22 each Low Value Mid Value High Value All VDP Design A 2500/500/100 VDP Design B 750/490/195 Email A 5000/1000/250 Email B 5000/800/200 2500/400/150 Banner Ad 1 30000/250/50 Banner Ad 2 25000/250/70 AdWords 45000/500/40 $0.3/$1.7/$6.7 $1.4/$7.8 /$28 $11/$18/$45 $0.01/$5/$31
    18. 18. Rinse, Lather, Repeat <ul><li>The Gilligan Effect </li></ul><ul><li>Continuous Improvement </li></ul><ul><li>Behaviors are A-Changing </li></ul><ul><li>Test, Test and Test Again </li></ul>
    19. 19. Launch & Learn <ul><li>Identify unique segment behavior </li></ul><ul><li>Use test results to refine message and designs </li></ul><ul><li>Calculate individual tactic ROI </li></ul><ul><li>Refine campaign for next cycle </li></ul><ul><li>Or continuously improve midstream </li></ul>
    20. 20. “ A good hockey player plays where the puck is.” “ A great hockey player plays where the puck is going to be.” Wayne Gretzky
    21. 21. Show Me <ul><li>TrekkMaps </li></ul><ul><li>XMID </li></ul><ul><li>Media Pro </li></ul><ul><li>Dynamic Duo </li></ul>
    22. 22. Integrate Campaign Tactics with ‘ Traditional’ Cross Media
    23. 23. TrekkMaps.com Web Site
    24. 24. Direct Mail and Email
    25. 25. Mobile Devices
    26. 26. Twitter
    27. 27. Facebook Page
    28. 28. Trekkmaps Quantcast
    29. 29. XMID Campaign
    30. 30. X M I D
    31. 34. Share It!
    32. 35. XMPie MediaPro 09 Campaign <ul><li>Core XMPie functionality </li></ul>Custom application using XMPie’s API Core Twitter.com functionality Custom Application
    33. 36. Following on Twitter By following ‘XMPieMediaPro09’ on Twitter I am initiating the conversation and expressing interest in the product, service or event.
    34. 37. Acknowledging the follower Campaign recognises a new follower, enters their details into the database and sends back a ‘direct message’ containing a RURL for the recipient to access. Custom Application
    35. 38. Initial RURL landing page November 9, 2009 The recipient accesses their RURL which contains personalised copy, as well as a random choice of 3 silhouetted images – To continue we ask to authorise. Custom Application
    36. 39. Authorising with Twitter Recipient authorises with Twitter, effectively granting access to XMPie to access their profile and tweet stream. This is a standard Twitter application process. Custom Application
    37. 40. Downloading the badge November 9, 2009 XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase. Custom Application
    38. 41. Downloading the badge November 9, 2009 XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase. Custom Application
    39. 42. Dynamic Duo Campaign
    40. 47. Get Your Lumpy Here
    41. 48. Tell You Friends, who tell there friends, who…
    42. 49. Wrap Up <ul><li>Multi-Touch and Multi-Channel Works </li></ul><ul><li>Cross Discipline Processes </li></ul><ul><li>Integrate API’s are Key </li></ul><ul><li>Continuous Improvement </li></ul><ul><li>Launch & Learn </li></ul>
    43. 50. &quot;Technology will never replace people. People who use technology will replace people who don't.&quot;
    44. 51. Thanks for participating! Jeffrey Stewart Partner, CTO Trekk Cross-Media   Phone: 815.262.7252 Fax: 815.962.2189 [email_address] www.Trekk.com Twitter.com/JeffreyAStewart Facebook.com/JAStewart LinkedIn.com/in/jeffreyastewart

    ×