Dfw   marketing lunch and learn - brand projection (10-18-11)
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Dfw marketing lunch and learn - brand projection (10-18-11)

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The way consumers intereacts with brands is being redefined by technology. Not only are the channels altering, but the data exchange with each interaction is dramatically different. This is going......

The way consumers intereacts with brands is being redefined by technology. Not only are the channels altering, but the data exchange with each interaction is dramatically different. This is going to have profound impact to how you build engagement.

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  • 1. MARKETING LUNCH & LEARNHow to propel your brand into the new world of marketing(*with an integrated data strategy!)© 2010 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.
  • 2. SOCIAL • NETWORKS • GOOGLE • WIKI • DIRECT MAIL • FLICKR• BILLBOARDS • DISPLAY ADS • FACEBOOK • EMAIL • SKYPE •BLOGS • TELEVISION • AOL • STREAMING TV • HULU • GMAIL •MOBILEME • DIGG • PODCASTS • INSTANT MESSAGING •TWITTER • WIDGETS • FAN • SLIDESHARE • RADIO • MSN •HABBO • YOUTUBE • BANNER ADS • MY SPACE • PAGE • YAHOO• HOTMAIL • SMUGMUG • MAGAZINES • VIRTUAL •NEWSPAPERS • BLOGSPOT • WORDPRESS • ACCOUNT • VIDEO• GROUP • COMMUNITY • CROWDSOURCING • FAN • HULU •CHANNEL • PHOTO SHARING • ACCOUNT • INTERNET • TEXTMESSAGING • APPLICATION • MICROBLOGGING • HOTMAIL •YOUTUBE • FAN • WIDGETS • APPS • WOM • GEO TARGETING • 2
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  • 4. AGENDA • State of Cross Channel Identity Resolution • Case Study: Social Insight (Kevin Bacon) • Case Study: Mobile Apps (Couch Commerce) • Must, Should, Could 4
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  • 12. Linkages • Handle • IP • Domain • Cookie • Social-graph • MAC-Address • Followers • UserID • OpenID • Email • Number • Name • DeviceID • Address • Geo • Zip+4 • Phone • DMA • Store • ConsumerView 13
  • 13. Social InsightKEVIN BACON 14
  • 14. SOCIAL CRM ::(AS DEFINED BY A PRAGMATIC, NUMBERS DRIVEN MARKETER)Leveraging the social channels, all of them, because theyare many, to gain actionable (trigger-able) insights that canbe used to drive messaging and contact strategy in otherchannels. 15
  • 15. ~7B 16
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  • 18. Social ≠ First ClickMeasure the social effect of an ad,email or post, not just the first clickTechlightenment’s Social Attributionplatform helps you to understandwho engaged, converted andinteracted with your brand and thevalue of those interactions acrossgenerations of activity. 20
  • 19. We know you’ll this
  • 20. Mobile AppsCOUCH COMMERCE 22
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  • 28. Action plan on where, when, and how you could get startedMUST, SHOULD, COULD 30
  • 29. MUST: BEGINIMPLEMENTING MOBILE COMPONENTS TO YOURMULTI-CHANNEL STRATEGY 31
  • 30. SHOULD: DEVELOP A PLAN FORWEAVING YOURMULTICHANNEL NET 32
  • 31. SHOULD: BEGIN TRIAL WITH NEW CAPTURE &MEASUREMENT TECHNIQUES 33
  • 32. Marcus Tewksbury is a product strategy and business development expert with over 15 years of experience defining, marketing, and ultimately selling new B2B marketing services and technology offerings. Today, Marcus focuses on strategic accounts for Experian Marketing Services, a powerful new agency model focused on driving relevant messaging based on sound customer intelligence, where he partners with marketing executives on how to best harness their customer relationships to develop "big ideas" that open new markets and expands revenue opportunities with existing ones. Over his career he has successfully launched dozens of products that haveMarcus Tewksbury generated millions in revenue and been adopted by brands like Alterian, Baxter,Vice President, Strategy and Consulting Coach, Eddie Bauer, Hallmark, Hot Topic, Kaloo, KAO, Microsoft, Restoration------------------------------------------------------------------------------------Experian | 955 American Ln. | Schaumburg, IL 60173 Hardware, Service Master, Tower Records, ULTA, Walgreens, Wal-Mart, WestOffice: 224.698.8357 | Mobile: 312.404.4835 Marine, Williams Sonoma. Marcus is a frequent speaker, having appeared at events for the American Marketing Association (AMA), Canadian Marketing Association (CMA), Direct Marketing Association (DMA), Integrated Marketing Summit, The Economist, Media Post, and Illinois Technology Association (ITA). His writing and presentations have appeared or been cited in numerous publications like Mashable.com, USAToday, Wall St. Journal, and the Word of Mouth Marketing Association (WOMMA). He has also been a guest lecturer at numerous universities such as Georgetown, Northwestern, DePaul, U. of Chicago, and York. More on Marcus’s thought leadership can be found on his award winning blog http://themarketingmojo.com. 34
  • 33. © 2011 Experian Information Solutions, Inc. All rights reserved.