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Brands as Publishers

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Matt Goddards presents Brands as Publishers at the Online Marketing Summit in San Diego on February 24, 2010.

Presentation description:
It's 2010 and your customers are now in total control. It's a new era of peer to peer communication and purchasing decisions are now being driven by content, not advertising. For brands to reach their targets and build true customer relationships they must distribute content and engage audiences across a wide range of fragmented digital media outlets, allowing the customer to be in control of the process. Are brands the new publishers?

The traditional content delivery model is breaking down and the line between publishers and brands is blurring. In this session, we will discuss this collision of content providers (publishers) and advertisers (brands), and the success factors brands must adopt in order to find their way into the consumer dialogue.

Published in: Business
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Brands as Publishers

  1. 1. Brands as Publishers Matt Goddard, CEO [email_address]
  2. 2. <ul><li>When was the last time you clicked on your browser and didn’t know what you were going to do next? </li></ul>
  3. 3. <ul><li>How often does internet research effect your purchasing decision? </li></ul>
  4. 4. The Facts: <ul><li>Search/ Social put consumer in control </li></ul><ul><li>Content now drives the purchasing decision </li></ul><ul><li>Brands must engage/align consumers directly </li></ul><ul><li>Brands assume the role of publishers </li></ul><ul><li>Significant strategic and tactical implications </li></ul>
  5. 5. In This Session: <ul><li>Examine the shifting roles of brand marketers </li></ul><ul><li>Further answer the question of why </li></ul><ul><li>Understand the implications </li></ul><ul><li>Examine a case study </li></ul><ul><li>Build an execution framework </li></ul>
  6. 6. BRANDS AS PUBLISHERS <ul><li>Changing Roles and Relationships </li></ul>
  7. 7. Brandon Manager Parker Publisher Brand / Publisher Formerly separate entities are now sharing the same space... Brands are becoming publishers
  8. 8. <ul><li>Today I need to: </li></ul><ul><li>Create communities of interest… </li></ul><ul><li>Deliver compelling content… </li></ul><ul><li>Facilitate community dialogue… </li></ul><ul><li>Monetize… </li></ul>Brandon Manager Parker Publisher
  9. 9. Create communities of interest…
  10. 10. Deliver compelling content…
  11. 11. Facilitate community dialogue…
  12. 12. BRAND OR PUBLISHER?
  13. 21. Publisher Brand What the consumer sees…
  14. 22. Why is this happening? <ul><li>Consumers are in charge </li></ul><ul><li>Lower barrier to publish </li></ul><ul><li>Communities are self-organizing </li></ul><ul><li>Content drives decisions </li></ul>
  15. 23. Why does it matter to me? <ul><li>Brands and publishers now compete for eyeballs </li></ul><ul><li>Publishing technology is in the hands of brands </li></ul><ul><li>Each still needs the other </li></ul><ul><li>New tactics, new resources </li></ul>
  16. 24. IMPLICATIONS <ul><li>Strategic and Tactical </li></ul>
  17. 25. New Relationships and Opportunities Brands Consumers The Traditional Relationship… Advertisers Publishers
  18. 26. New Relationships and Opportunities Brands Consumers The New Relationship… Advertisers Publishers Search Social
  19. 27. New Relationships and Opportunities Brands Consumers A Balanced Relationship… Advertisers Publishers Search Social
  20. 28. Platform and Technologies Brands used to rent the publishing platforms the used, now they must own or control them outright… Content Management Content Syndication Community Building Tools Mobile Applications Marketing Automation Platform Layer
  21. 29. Vendors Content must match the mission… Content Management Content Syndication Community Building Tools Mobile Applications Marketing Automation Strategy Creative Development Management Engagement Layer Platform Layer
  22. 30. Internal Skill Sets As must your own talent pool… Strategy Creative Development Management Content Author Community Manager Technical Support Skill Sets Layer Engagement Layer Content Management Content Syndication Community Building Tools Mobile Applications Marketing Automation Platform Layer
  23. 31. Adapting the Organization Content Management Content Syndication Community Building Tools Mobile Applications Marketing Automation Strategy Creative Development Management Content Author Community Manager Technical Support Skill Sets Layer Engagement Layer Platform Layer
  24. 32. Or Else…
  25. 33. CASE STUDY: DHA Brain Health <ul><li>Transformation to Publisher </li></ul>
  26. 34. Overview <ul><li>Company : </li></ul><ul><ul><li>Leader in the innovation and development of DHA omega-3 products that promote health and wellness. </li></ul></ul><ul><li>Challenge : </li></ul><ul><ul><li>Promote awareness of brain health and encourage people to take action </li></ul></ul><ul><ul><li>Target Audience: </li></ul></ul><ul><ul><li>Young and expectant mothers, other health-conscious adults </li></ul></ul>
  27. 35. Options Advertise ~ or ~ Publish?
  28. 36. Search Results were Crowded..
  29. 37. Advertising Part of the Plan
  30. 38. Becoming a Publisher… <ul><li>Added technology to support distribution </li></ul><ul><li>Engaged vendors to create compelling content </li></ul><ul><li>Shifted internal responsibilities to staff content creation and community management positions </li></ul>
  31. 39. Compelling Content…
  32. 40. Technology…
  33. 41. Community Management…
  34. 42. Syndicated Promotion
  35. 43. A Typical Publishers Feature…
  36. 44. Adapting the Organization Content Management Content Syndication Community Building Tools Mobile Applications Marketing Automation Strategy Creative Development Management Content Author Community Manager Technical Support Skill Sets Layer Engagement Layer Platform Layer
  37. 45. What to do tomorrow? <ul><li>View internet as a buying engine </li></ul><ul><li>Look beyond the CMS - Platform Audit </li></ul><ul><li>Apply content-driven analytics </li></ul><ul><li>Examine org chart and talent requirements </li></ul><ul><li>What vendors, what projects? </li></ul>

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