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RESPONSIVE MARKETING
BUILDING LIVING BRANDS IN A REAL TIME WORLD
David Armano
Global Strategy Director
@Armano
David.Arman...
1 2 3
Converged
Media
Transmedia
Storytelling
Contextual &
Cultural
Relevance
THREE MACRO TRENDS
RE-SHAPING MARKETING TODA...
DOVE REAL BEAUTY SKETCHES
CONVERTING A COMPELLING STORY INTO THE WORLD’S MOST VIRAL
BRANDED CONTENT
T R A N S M E D I A S ...
THE MOST SHARED PIECE
OF BRANDED CONTENT IN
THE HISTORY OF THE WEB
4Dove is an Edelman client
5
The story was revealed to be
“marketing”
“The convergence of paid, owned
and earned media has blurred the
distinction between each.
You don’t need to design ads th...
SOCIAL + SEARCH + CONTENT =
VISABILITY & VIABILITY
Native advertising,
social and mobile
have forced once
traditional mark...
CONTEXTUAL & CULTURAL RELEVANCE
8
Source: Edelman’s Modern Family study
9
CULTURAL INSIGHT:
THIS IS
NO LONGER HOW
MANY FAMILIES
SEE THEMSELVES
10
CONTEXTUAL & CULTURAL RELEVANCE
11MEETS RESPONSIVE APPROACH TO ENGAGEMENT
PARDON OUR
DISRUPTION
12
IT’S NOT ABOUT “A”
SCREEN. IT’S ABOUT
SCREEN(S)
13
14
“Snackable”
content that’s
both social and
mobile friendly,
while ephemeral
in nature can
reach individuals
and are des...
BUT…
FOR MANY
MARKETERS,
THERE’S STILL
ONE SCREEN TO
RULE
THEM ALL
15
16
U.S. ADVERTISERS
WILL SPEND $66.35
BILLION ON TV THIS
YEAR, UP FROM $64.54
BILLION IN 2012 AND
SET TO RISE TO OVER
$75 ...
of smartphone
users access
social media on
their mobile
device.
61%
17
While the tech industry puts
this screen first
PLANNING FOR BROADCAST
LED MARKETING IS LINEAR
BY DESIGN
18
EVOLVING THE LINEAR MODEL
STRATEGY
& PLANNING
CREATIVE
& ”BIG” IDEA
EXECUTION
TESTING TESTING
Typical planning, creative a...
IN CONTRAST, TRENDS MOVE
MULTI-DIRECTIONALLY AND
RAPIDLY IN A DIGITAL,
SOCIAL & MOBILE CONTEXT
20
21
WHAT’S HOT?
53% OF MARKETERS
WORLDWIDE SAID
THEY PLANNED TO
MAKE GREATER USE
OF REAL-TIME DATA
IN 2013
Source: E-market...
LAUNCH
OPTIMIZE
LEARN
ADAPT
THE RESPONSIVE MARKETING MODEL:
Multiple, iterative activation cycles overlay linear path and
...
THE ORIGINAL RESPONSIVE MARKETER?
23
IT’S BIGGER THAN BRANDED SOCIAL POSTS
24
WOULD YOU
SHARE?
BRAND CONTENT
IN SOCIAL
NEWSFEEDS ARE
NOW THE NORM.
BUT SHARING ...
WE’VE GOT THE BEAT…
25
0
2
4
6
8
10
12
14
16
18 Guitar solos
HOURLY, DAILY, WEEKLY
26
0
2
4
6
8
10
12
14
16
18
Rhythm
Guitar solos
STORIES BREAK THROUGH
THE CLUTTER:
27
CONTENT IS
CURRENCY
“Great content is your ad”.
28
GOING NATIVE:
DIGITAL DISPLAY
ADVERTISING IS UNDER
ATTACK
29
30
31
CONTENT
ADVERTISING
32
CONTENT
ADVERTISING
DMI is an Edelman Client
33
CURATED
CO-CREATED
ORIGINAL
SPONSORED
CONSUMER GENERATED
CONTENT YOUR BRAND DEEMS
OF HIGHEST VALUE TO CONSUMERS
CONTENT...
34
CURATED & CONSUMER GENERATED
35
ORIGINAL
36
ORIGINAL
Kellogg’s is an Edelman client
“GREAT STORIES HAVE ALWAYS HAD
A WAY OF EARNING ATTENTION AND
CONVERSATION. THE IMPERATIVE
FOR BRANDS TODAY, IS TO TELL
TH...
38
CO-CREATED
39
SPONSORED
Technology
(Paid products offered
by tech/social platforms)
Media
(Paid content options offered
by media comp...
40
WHEN SPONSORED GOES WRONG
Higher editorial standards increase the risk. Quality of content becomes increasingly critica...
ACTING LIKE A
MEDIA COMPANY:
41
BRAND JOURNALISM
RED BULL: BRAND AS MEDIA
42
COKE: BRAND AS EDITORIAL
43
ADOBE: BRAND AS PUBLISHER
44Adobe is an Edelman Client
AMEX: BRAND AS COMMUNITY
45
46
Focus of the content is
informative, relevant,
entertaining and on brand
Activision is an Edelman client
“OUR SKYLANDER FANS HAVE GROWN UP IN A MULTI-
SCREEN WORLD, WHERE THEY SIMPLY EXPECT TO
INTERACT WITH THE CONTENT AND BRAN...
RESPONSIVE BY DESIGN
48
49
1. INFORM
Strategy and tactics based
on emerging trends and
signals
2. PRODUCE
Contextually relevant and
valuable conte...
ORGANIZING FOR
RESPONSIVENESS
ORGANIZATIONS MUST
BE PREPARED, HAVE
THE ABILITY TO
“PUBLISH” DIRECTLY
AND RESPOND
THROUGH
E...
51
ESTABLISH A STATE OF PREPARDNESS
CORPORATE
CONVERGED MEDIA
BUDGET
PARTNERS
STAFFPROCESS
BRAND
52
POSITION BRAND AS PUBLISHER
1. IDENTIFY STRATEGIC GOALS AND OBJECTIVES
-New efficiencies
-Reaching key audiences
-SEO e...
53
POSESS ABILITY TO ANCITIPATE & RESPOND
The Challenge: Getting a fragmented industry to speak and act as one
54
EXAMPLE: BRAND AS PUBLISHER
INDUSTRY
CONSUMERS
Conversations
Indicate opportunity
to speak to stakeholders
In a common voice
55
EXAMPLE: BRAND AS PUBL...
PUBLISH ENGAGE CREATE ADVOCATES
A unified image supported by a strategy rooted
in advocacy across multiple stakeholder gro...
NEWSROOM ENGAGES INDUSTRY
WITH TIMELY, RELEVANT CONTENT
& ACTIVE ENGAGEMENT
57
EXAMPLE: BRAND AS PUBLISHER
58
59
“WE LOOKED AT EXPANDING OUR
OVERALL APPROACH TO
COMMUNICATIONS. BY USING
TRADITIONAL, HYBRID, SOCIAL, AND
OWNED, WE ARE ST...
61
RESPONSIVE MARKETING IN A REAL TIME WORLD
1. Marketing disrupted: Converged, content, context, convenience
2. (Really G...
David Armano
Global Strategy Director
@Armano
David.Armano{at}Edelman.com
Copyright ©2013 Daniel J. Edelman, Inc. All righ...
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Responsive Marketing in a Real Time World

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It used to be easy. Plan, test and launch marketing campaigns over an ample amount of time. But marketers need to think more like developers who deal in rapidly changing and fast moving environments where technology constantly evolves. Today, brands are both built and preserved in real time and content is the currency of the Web. The modern day imperative for organizations is evolving their marketing machines to operate both at scale and with agility.

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Responsive Marketing in a Real Time World

  1. 1. RESPONSIVE MARKETING BUILDING LIVING BRANDS IN A REAL TIME WORLD David Armano Global Strategy Director @Armano David.Armano{at}Edelman.com Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).
  2. 2. 1 2 3 Converged Media Transmedia Storytelling Contextual & Cultural Relevance THREE MACRO TRENDS RE-SHAPING MARKETING TODAY 2
  3. 3. DOVE REAL BEAUTY SKETCHES CONVERTING A COMPELLING STORY INTO THE WORLD’S MOST VIRAL BRANDED CONTENT T R A N S M E D I A S T O R Y T E L L I N G 3
  4. 4. THE MOST SHARED PIECE OF BRANDED CONTENT IN THE HISTORY OF THE WEB 4Dove is an Edelman client
  5. 5. 5 The story was revealed to be “marketing”
  6. 6. “The convergence of paid, owned and earned media has blurred the distinction between each. You don’t need to design ads that look like editorial content. Great content is your ad”. Richard Edelman, President & CEO 6 C O N V E R G E D M E D I A
  7. 7. SOCIAL + SEARCH + CONTENT = VISABILITY & VIABILITY Native advertising, social and mobile have forced once traditional marketing swim lanes to blur into each other. Search engines and social sharing behavior further fuels the blur— while content becomes core to visibility and viability of a brand’s reach, influence and relevance. PAID & EARNED Native Advertising Amplified Earned OWNED & SOCIAL Websites/Apps E-mail Social Networks SOCIALSHARING SEARCHENGINES CONTENT EARNED & SOCIAL Traditional Media Blogs Forums 7 Inspired by Altimeter’s Converged Media Imperative
  8. 8. CONTEXTUAL & CULTURAL RELEVANCE 8 Source: Edelman’s Modern Family study
  9. 9. 9 CULTURAL INSIGHT: THIS IS NO LONGER HOW MANY FAMILIES SEE THEMSELVES
  10. 10. 10
  11. 11. CONTEXTUAL & CULTURAL RELEVANCE 11MEETS RESPONSIVE APPROACH TO ENGAGEMENT
  12. 12. PARDON OUR DISRUPTION 12
  13. 13. IT’S NOT ABOUT “A” SCREEN. IT’S ABOUT SCREEN(S) 13
  14. 14. 14 “Snackable” content that’s both social and mobile friendly, while ephemeral in nature can reach individuals and are designed to be shared. ConAgra is an Edelman client
  15. 15. BUT… FOR MANY MARKETERS, THERE’S STILL ONE SCREEN TO RULE THEM ALL 15
  16. 16. 16 U.S. ADVERTISERS WILL SPEND $66.35 BILLION ON TV THIS YEAR, UP FROM $64.54 BILLION IN 2012 AND SET TO RISE TO OVER $75 BILLION BY 2017 Source: E-marketer
  17. 17. of smartphone users access social media on their mobile device. 61% 17 While the tech industry puts this screen first
  18. 18. PLANNING FOR BROADCAST LED MARKETING IS LINEAR BY DESIGN 18
  19. 19. EVOLVING THE LINEAR MODEL STRATEGY & PLANNING CREATIVE & ”BIG” IDEA EXECUTION TESTING TESTING Typical planning, creative and production activities for integrated marketing often takes a time intensive, linear path. 19
  20. 20. IN CONTRAST, TRENDS MOVE MULTI-DIRECTIONALLY AND RAPIDLY IN A DIGITAL, SOCIAL & MOBILE CONTEXT 20
  21. 21. 21 WHAT’S HOT? 53% OF MARKETERS WORLDWIDE SAID THEY PLANNED TO MAKE GREATER USE OF REAL-TIME DATA IN 2013 Source: E-marketer
  22. 22. LAUNCH OPTIMIZE LEARN ADAPT THE RESPONSIVE MARKETING MODEL: Multiple, iterative activation cycles overlay linear path and align with emerging trends while being responsive to changes in environment 22
  23. 23. THE ORIGINAL RESPONSIVE MARKETER? 23
  24. 24. IT’S BIGGER THAN BRANDED SOCIAL POSTS 24 WOULD YOU SHARE? BRAND CONTENT IN SOCIAL NEWSFEEDS ARE NOW THE NORM. BUT SHARING IS CARING...
  25. 25. WE’VE GOT THE BEAT… 25 0 2 4 6 8 10 12 14 16 18 Guitar solos
  26. 26. HOURLY, DAILY, WEEKLY 26 0 2 4 6 8 10 12 14 16 18 Rhythm Guitar solos
  27. 27. STORIES BREAK THROUGH THE CLUTTER: 27 CONTENT IS CURRENCY
  28. 28. “Great content is your ad”. 28
  29. 29. GOING NATIVE: DIGITAL DISPLAY ADVERTISING IS UNDER ATTACK 29
  30. 30. 30
  31. 31. 31 CONTENT ADVERTISING
  32. 32. 32 CONTENT ADVERTISING DMI is an Edelman Client
  33. 33. 33 CURATED CO-CREATED ORIGINAL SPONSORED CONSUMER GENERATED CONTENT YOUR BRAND DEEMS OF HIGHEST VALUE TO CONSUMERS CONTENT WHICH IS CO-PRODUCED EITHER PEER TO PEER OR BRAND TO PARTICIPANT CONTENT PRODUCED BY THE BRAND NOT TO BE FOUND ANYWHERE ELSE CONTENT PRODUCED BY CONSUMERS WITHOUT THE BRAND’S INVOLVEMENT CONTENT THE BRAND INVESTS IN FINANCIALLY OR LEVERAGES PAID MEANS TO PROMOTE THE FIVE CONTENT ARCHETYPES
  34. 34. 34 CURATED & CONSUMER GENERATED
  35. 35. 35 ORIGINAL
  36. 36. 36 ORIGINAL Kellogg’s is an Edelman client
  37. 37. “GREAT STORIES HAVE ALWAYS HAD A WAY OF EARNING ATTENTION AND CONVERSATION. THE IMPERATIVE FOR BRANDS TODAY, IS TO TELL THOSE STORIES WHERE CONSUMERS PLAY AN ACTIVE PART OF THE STORY ITSELF.” BRANDY RUFF DIRECTOR, BRAND PR KELLOGG 37
  38. 38. 38 CO-CREATED
  39. 39. 39 SPONSORED Technology (Paid products offered by tech/social platforms) Media (Paid content options offered by media companies) Display (Paid/traditional advertising including display)
  40. 40. 40 WHEN SPONSORED GOES WRONG Higher editorial standards increase the risk. Quality of content becomes increasingly critical.
  41. 41. ACTING LIKE A MEDIA COMPANY: 41 BRAND JOURNALISM
  42. 42. RED BULL: BRAND AS MEDIA 42
  43. 43. COKE: BRAND AS EDITORIAL 43
  44. 44. ADOBE: BRAND AS PUBLISHER 44Adobe is an Edelman Client
  45. 45. AMEX: BRAND AS COMMUNITY 45
  46. 46. 46 Focus of the content is informative, relevant, entertaining and on brand Activision is an Edelman client
  47. 47. “OUR SKYLANDER FANS HAVE GROWN UP IN A MULTI- SCREEN WORLD, WHERE THEY SIMPLY EXPECT TO INTERACT WITH THE CONTENT AND BRANDS THEY WANT, WHERE, WHEN AND HOW THEY WANT TO. SO, WE'VE INVESTED IN WEEKLY ON-DEMAND VIDEO CONTENT ON YOUTUBE, THE NUMBER ONE SITE FOR” BOYS 6-11.” JONATHAN ANASTAS, VP, DIGITAL, ACTIVISION 47
  48. 48. RESPONSIVE BY DESIGN 48
  49. 49. 49 1. INFORM Strategy and tactics based on emerging trends and signals 2. PRODUCE Contextually relevant and valuable content designed to be visible and viable 3. DISTRIBUTE Content via paid, owned, earned and shared distribution methods 4. EVALUATE Performance of content aligned with pre-determined KPIs 5. OPTIMIZE Assets based on performance—more of what works and less of what doesn’t BUILDING A RESPONSIVE CONTENT ENGINE
  50. 50. ORGANIZING FOR RESPONSIVENESS ORGANIZATIONS MUST BE PREPARED, HAVE THE ABILITY TO “PUBLISH” DIRECTLY AND RESPOND THROUGH ENGAGEMENT AND CONTENT 50 POSSESS ABILITY TO ANTICIPATE & RESPOND POSITION BRAND AS PUBLISHER ESTABLISH A STATE OF PREPAREDNESS
  51. 51. 51 ESTABLISH A STATE OF PREPARDNESS CORPORATE CONVERGED MEDIA BUDGET PARTNERS STAFFPROCESS BRAND
  52. 52. 52 POSITION BRAND AS PUBLISHER 1. IDENTIFY STRATEGIC GOALS AND OBJECTIVES -New efficiencies -Reaching key audiences -SEO effectiveness -Targeting -Penetration 2. ALIGN WITH KEY PARTNERS -Media companies -Technology platforms (CMS etc.) -Technology companies (Facebook, Google, etc.) -Agencies 3. TEST, LEARN & SCALE -Pilots -Programs -Campaigns -Products
  53. 53. 53 POSESS ABILITY TO ANCITIPATE & RESPOND
  54. 54. The Challenge: Getting a fragmented industry to speak and act as one 54 EXAMPLE: BRAND AS PUBLISHER
  55. 55. INDUSTRY CONSUMERS Conversations Indicate opportunity to speak to stakeholders In a common voice 55 EXAMPLE: BRAND AS PUBLISHER
  56. 56. PUBLISH ENGAGE CREATE ADVOCATES A unified image supported by a strategy rooted in advocacy across multiple stakeholder groups 56 EXAMPLE: BRAND AS PUBLISHER
  57. 57. NEWSROOM ENGAGES INDUSTRY WITH TIMELY, RELEVANT CONTENT & ACTIVE ENGAGEMENT 57 EXAMPLE: BRAND AS PUBLISHER
  58. 58. 58
  59. 59. 59
  60. 60. “WE LOOKED AT EXPANDING OUR OVERALL APPROACH TO COMMUNICATIONS. BY USING TRADITIONAL, HYBRID, SOCIAL, AND OWNED, WE ARE STARTING TO REACH AUDIENCES WHERE THEY ARE AND MOVE THEM ALONG THE SPECTRUM OF ADVOCACY.” TOM GALLAGHER CEO, DAIRY MANAGEMENT INC 60
  61. 61. 61 RESPONSIVE MARKETING IN A REAL TIME WORLD 1. Marketing disrupted: Converged, content, context, convenience 2. (Really Good) Content = Currency 3. Responsive = Ready for anything—able to act and iterate 4. Content must be viewed holistically (content archetypes) 5. Building a responsive content marketing engine requires planning, infrastructure and commitment
  62. 62. David Armano Global Strategy Director @Armano David.Armano{at}Edelman.com Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”). RESPONSIVE MARKETING BUILDING LIVING BRANDS IN A REAL TIME WORLD
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It used to be easy. Plan, test and launch marketing campaigns over an ample amount of time. But marketers need to think more like developers who deal in rapidly changing and fast moving environments where technology constantly evolves. Today, brands are both built and preserved in real time and content is the currency of the Web. The modern day imperative for organizations is evolving their marketing machines to operate both at scale and with agility.

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