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Kelvin ho innity

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The Treasure is in the Data - How Three International Brands Found Marketing Gold.

Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit

Published in: Business, Technology
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Kelvin ho innity

  1. 1. Integrated  Marke,ng:  Brand  Engagement   Across  Channels KELVIN HO REGIONAL DIRECTOR INNITY       Company  Logo        
  2. 2. ” “I know half of the money I spend on advertising is wasted, but I can never find out which half. John  Wanamaker   This  quote  goes  way  back  in  history,  but  s9ll  rings  true   among  those  trying  to  maximize  returns  from  modern  day   adver9sing  campaigns.  With  a  data  driven  approach  -­‐  we   can  now  reduce  this  wastage  and  put  the  right  message  in   front  of  the  right  audience  with  rela,ve  ease.      
  3. 3. PAID   OWNED   EARNED   Challenges  in  display  adver,sing  
  4. 4. Campaign:    The  Body  Shop  -­‐  Tea  Tree  Product     Campaign  Period  :  11  Jul,  2013  -­‐  11  Aug,  2013       Objec9ve  is  to  drive  awareness  for  Tea  Tree  launch  on  digital  plaMorm  by:     §  Providing  a  fun,  engaging  content  to  aFract  Gen  Ys     §  Build  credibility  of  products  through  their  CFT  stories     §  Drive  to  store  mechanics  to  encourage  product  trial  and  to  drive  sales       Case  Study  
  5. 5. hFp://staging.innity-­‐asia.com/m4/2013/sg/tbs_june/lb  Demo  Link:    
  6. 6. Innity  Network     Brand  Website   Brand  Facebook  
  7. 7. API   Perkd  
  8. 8. Browser  
  9. 9. Browser   Poten,al     Buyer  
  10. 10. Browser   Poten,al     Buyer   Influencer  
  11. 11. 19%   5%   76%  Browser   Poten,al     Buyer   Influencer  
  12. 12. ©  2012  Innity  Corp.  All  Rights  Reserved.   Brand Innity Media Network
  13. 13. ©  2012  Innity  Corp.  All  Rights  Reserved.   Brand Innity Media Network CHANNEL targeting
  14. 14. ©  2012  Innity  Corp.  All  Rights  Reserved.   Brand Innity Media Network CHANNEL targeting ©  2012  Innity  Corp.  All  Rights  Reserved.   Engagement
  15. 15. ©  2012  Innity  Corp.  All  Rights  Reserved.   Brand Innity Media Network CHANNEL targeting ©  2012  Innity  Corp.  All  Rights  Reserved.   Engagement Browser
  16. 16. ©  2012  Innity  Corp.  All  Rights  Reserved.   Brand Innity Media Network CHANNEL targeting ©  2012  Innity  Corp.  All  Rights  Reserved.   Engagement Browser Potential Buyer
  17. 17. ©  2012  Innity  Corp.  All  Rights  Reserved.   Brand Innity Media Network CHANNEL targeting ©  2012  Innity  Corp.  All  Rights  Reserved.   Engagement Browser Potential Buyer Influencer
  18. 18. Engagement  Retarge9ng   Browser   Poten,al     Buyer   Influencer   ADS  with  beFer   offer  to  en,ce   Browser   ADS  with  Incen,ve   for  Consumer  to  act   now   ADS  with  other   products  to  Cross   Sell  
  19. 19. And  the  problems?  Solved!   PAID   OWNED   EARNED   HTML  5     Integra,on     into  display   Integra,on     into  display   Extend  beyond  views,   clicks,  and  ac,on   Integrate  seamlessly   between  paid,  owned   and  earned   Not  En,rely  L  
  20. 20. “The  real  promise  and  value  has  recently  begun  to  emerge   and  promises  to  completely  change  how  marketers   communicate  with  their  prospects  and  clients:  always-­‐on,   mul9channel  marke9ng”   Always-­‐On  
  21. 21. Difference  Between  Always-­‐On  And  Campaigns   •  Built  around  messages   •  Divide  people  in  boxes  to   efficiently  target  them   •  Built  on  purpose   •  Unite  around  love/interest  in   the  brand  
  22. 22. Difference  Between  Always-­‐On  And  Campaigns   •  Operate  on  our  schedule   •  Operate  “on  demand”  
  23. 23. Difference  Between  Always-­‐On  And  Campaigns   •  Control  what  is  being   said                              ..   •  About  being  interrup9ve   •  Cura9ng/Responding  to  what   people  are  saying   •  About  being  useful  and   engaging,  crea9ng  value  
  24. 24. Difference  Between  Always-­‐On  And  Campaigns   •  Exist  in  as  many  places  as   possible   •  Create  a  hub  for  everything   we  do  
  25. 25. •  Facebook  and  other  Social  Media.  One  of  the  best   ways  to  keep  your  audience  Engaged   •  Pos,ng  Prac,ces.  3  –  5  pos9ng  a  week.  Not  more   than  2  pos9ngs  are  commercial         “Having  done  all  that,  do  you  know  that  your   pos,ngs  are  only  seen  by  16%  of  you  fans  due   to  Facebook  Algorithm.”   Social  Media  
  26. 26. Kelvin  Ho   E-­‐mail:  kelvin.ho@innity.com   Linkedin:  sg.linkedin.com/in/mediassassin/  

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