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Module 1 Content Stratey choosing the right platforms


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

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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  • 1. Choosing the Right Platforms #IMC2012Paul J Gibler MBA
  • 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. InterruptionMonologueConversation 3
  • 4. No longer aboutShouting! at your audience 4
  • 5. Time Shifted MediaThe way I want it…• When• Where• How• With what device 5
  • 6. Engagement Media RELEVANTINVOLVED CONNECTED Ubiquitous Connectivity 6
  • 7. “Anywhere Media" or“Internet of Everything” Anywhere Media Video, Internet, Mobile Screen Independent, OnDemand, Easy to Consume InboundOutbound Anywhere Consumers 7
  • 8. Creators Forrester Social TechnographicConversationalists Ladder Critics Collectors Joiners Spectators Inactives 8
  • 9. ―Generation C —connected, communicating, content-centric,computerized, community- oriented, always clicking.” Source: ―The Rise of Generation C‖, Strategy & Business, Spring 2011 9
  • 10. Marketing Changes Mass Micro One Way Two Way Outbound InboundInterruption EngagementBrand Telling Story Telling 10
  • 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. 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. New Recipes…B2P,StorytellingContent& Social MediaNew Devices…Mobile 13
  • 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. 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. 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. 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