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Intention Marketing
Incorporating Paid, Owned & Earned Media
1 2
Paid, Owned &
Earned (POE)
Media Channels
3
Delivery
&
Direction
The value we seek to
extract from those
experiences
3
trends of the post broadcast age?
Addressable Portable
Interactive TransactionalSocial
Searchable
Data
Media will become more addressable
Messaging to people and
places
Geography
Behavior
Location
Time
Reducing wastage
Advert...
Media will become more addressable
Media will become more addressable
Portable across platform, time,
device and place
Portable across platform, time,
device and place
Media will become more searchable
Media usage will become more social
• Human behavior enabled by technology
- Communication
- Collaboration
•How do you wan...
Result – and just this image – sales result
Media usage will become more social
Media will become more interactive
Media in the transaction chain
Data
Real Time Optimization - Mindshare has worked with LG to create a holistic digital
brand check across paid, owned, and ear...
Intention Marketing
P-O-E - No line thinking
18
19
EARNED
PAID
OWNED
Intention Marketing
Paid media works harder without incremental
investment because Earned & Owned are
cr...
3 Key
out-takes
1. PAID -Deliver messaging to create
awareness and a base of social
relevance
2. OWNED Direct the curious to brand
experiences
o Increase investment in the creation of owned
media channels and don’t f...
3. EARNED - Make the customer a full
partner in the creative and
distribution process
 Invite opinion and act on it in co...
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Intention Marketing - Incorporating Paid, Owned & Earned Media

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Digital Now Australia 2010
Alice Manners' Presentation

For decades the only way to secure more media was to buy more media. Today, a larger audience can be reached more efficiently through a combination of paid (eg Google, Yahoo and MSN), earned (eg online PR, engaging communities such as Facebook) and owned media (eg your brand's website and other digital touchpoints).

Combined, these three forms of media redefine the integrated mix needed to connect with consumers and capture a disproportionately large share of the intention they choose to express through their searches, mobile and social actions.

Group M will show you how to drive anticipation, build excitement and foster community by capturing and promoting users' future plans.

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Intention Marketing - Incorporating Paid, Owned & Earned Media

  1. 1. Intention Marketing Incorporating Paid, Owned & Earned Media
  2. 2. 1 2 Paid, Owned & Earned (POE) Media Channels 3 Delivery & Direction The value we seek to extract from those experiences
  3. 3. 3
  4. 4. trends of the post broadcast age? Addressable Portable Interactive TransactionalSocial Searchable Data
  5. 5. Media will become more addressable Messaging to people and places Geography Behavior Location Time Reducing wastage Advertising Promotions New trading models A major privacy hurdle Federation square map Google plug that Layar is on the android phone
  6. 6. Media will become more addressable
  7. 7. Media will become more addressable
  8. 8. Portable across platform, time, device and place
  9. 9. Portable across platform, time, device and place
  10. 10. Media will become more searchable
  11. 11. Media usage will become more social • Human behavior enabled by technology - Communication - Collaboration •How do you want to be talked about? •Why should I keep your message? Why should I share it? •Messaging in the stream
  12. 12. Result – and just this image – sales result Media usage will become more social
  13. 13. Media will become more interactive
  14. 14. Media in the transaction chain
  15. 15. Data
  16. 16. Real Time Optimization - Mindshare has worked with LG to create a holistic digital brand check across paid, owned, and earned media. Data - LG Global Digital Health Check
  17. 17. Intention Marketing
  18. 18. P-O-E - No line thinking 18
  19. 19. 19
  20. 20. EARNED PAID OWNED Intention Marketing Paid media works harder without incremental investment because Earned & Owned are creating a higher funnel connection
  21. 21. 3 Key out-takes
  22. 22. 1. PAID -Deliver messaging to create awareness and a base of social relevance
  23. 23. 2. OWNED Direct the curious to brand experiences o Increase investment in the creation of owned media channels and don’t fear activating them prior to paid media campaigns o Syndicate and promote the sharing of those experiences to aid discovery by others and measure the effect.
  24. 24. 3. EARNED - Make the customer a full partner in the creative and distribution process  Invite opinion and act on it in communication and in product development

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