Module 1 Content Stratey choosing the right platforms

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Presentation from the University of Wisconsin Madison Executive Education Program Integrated Marketing Communications program Day 2 that I presented last winter and fall

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Module 1 Content Stratey choosing the right platforms

  1. 1. Choosing the Right Platforms #IMC2012Paul J Gibler MBA
  2. 2. Social eBooks Direct sales Networks Yellow Pages DirectWhitepapers directories mail Webinars Vlogs Search engines SponsorshipsBlogs keywords Cable Media televisionnewspapers Clutter Trade PubS Pay Per ClickSocial media Ads Podcasts &Noise radi e-mail Catalogs Product placements webcasts o Junk faxes Direct Online Video telesales response Trade Shows mobile radio 2
  3. 3. InterruptionMonologueConversation 3
  4. 4. No longer aboutShouting! at your audience 4
  5. 5. Time Shifted MediaThe way I want it…• When• Where• How• With what device 5
  6. 6. Engagement Media RELEVANTINVOLVED CONNECTED Ubiquitous Connectivity 6
  7. 7. “Anywhere Media" or“Internet of Everything” Anywhere Media Video, Internet, Mobile Screen Independent, OnDemand, Easy to Consume InboundOutbound Anywhere Consumers 7
  8. 8. Creators Forrester Social TechnographicConversationalists Ladder Critics Collectors Joiners Spectators Inactives 8
  9. 9. ―Generation C —connected, communicating, content-centric,computerized, community- oriented, always clicking.” Source: ―The Rise of Generation C‖, Strategy & Business, Spring 2011 9
  10. 10. Marketing Changes Mass Micro One Way Two Way Outbound InboundInterruption EngagementBrand Telling Story Telling 10
  11. 11. Information & media ecosystem changes – 8 V’s Variety Volume of information of information grows sources increases Venues Velocity times and places of information change to speeds up experience media enlargePew Internet, 2010 11
  12. 12. Information and media ecosystem changes – 8 V’s Vigilance Vibrant attention to immersive qualities information and of media moremedia expands AND compelling – gaming; contracts augmented reality Valence Vivid relevance of social networks moreinformation improves evident & more as customization & important as ―coping‖ search tools emerge structuresPew Internet, 2010 12
  13. 13. New Recipes…B2P,StorytellingContent& Social MediaNew Devices…Mobile 13
  14. 14. Top 5 B2B Tactics1. eMail Marketing2. Social Media Marketing & Analytics3. Events & Tradeshows4. Brand Awareness Campaigns5. Lead Generation ProgramsSource: Focus Research: ―Marketers’ Benchmarks 2011: A Survey ofMarketers’ Priorities & Challenges‖, June 2011 14
  15. 15. Online Websites B2B Information Seekers Used to Find InformationTrade Publication 39% 42% Brand 51% Search Engines 73% Source: Compete & Google, ―Think B2B: Connecting with the Customer‖, Oct 2011 15
  16. 16. Social Media Sites Used By US B2B Marketers Linkedin 58% Facebook 50% Twitter 43% YouTube 19% Communities 11% Other 3%Source: Sagefrog Marketing Group, ―2011 B2BMarketing Mix Survey Results‖, Aug 2, 2011 17
  17. 17. Which of the following is having the biggest impact on your branding efforts? 1. Online/web 2. Content development 3. Email marketing 4. Social media marketing 5. Search Source: February 2012 Marketing Leadership Online Survey, Forrester 18

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