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The Interactive Brand Ecosystem: Putting Digital At The Heart Of Your Brand Campaigns - Forrester

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The Interactive Brand Ecosystem: Putting Digital At The Heart Of Your Brand Campaigns by Nate Elliott from Forrester at iCrossing UK Client Summit May 2011.

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The Interactive Brand Ecosystem: Putting Digital At The Heart Of Your Brand Campaigns - Forrester

  1. 1. 1 © 2011 Forrester Research, Inc. Reproduction Prohibited
  2. 2. The Interactive Brand Ecosystem:Putting Digital At The Heart Of Your Brand CampaignsNate Elliott, Principal AnalystMay 20, 20112 © 2009 Forrester Research, Inc. Reproduction Prohibited 2011
  3. 3. Let’s think back to 1993 Source: MSNBC (http://www.msnbc.msn.com/), Wikipedia (http://en.wikipedia.org) 3 © 2011 Forrester Research, Inc. Reproduction ProhibitedSource: History Channel (http://www.history.com)
  4. 4. The World Wide Web was created in 19934 © 2011 Forrester Research, Inc. Reproduction Prohibited
  5. 5. Since then, the way we communicate has changed Source: Stampboards (http://www.stampboards.com), Facebook (http://www.facebook.com)5 © 2011 Forrester Research, Inc. Reproduction Prohibited
  6. 6. The content business has been turned upside down Source: eBay (http://www.ebay.com), iPhoneate (http://iphoneate.com)6 © 2011 Forrester Research, Inc. Reproduction Prohibited
  7. 7. How we sell physical goods has changed as well Source: The Telegraph (http://www.telegraph.co.uk) , Ocado (http://www.ocado.co.uk)7 © 2011 Forrester Research, Inc. Reproduction Prohibited
  8. 8. How we build brands hasn’t changed much8 © 2011 Forrester Research, Inc. Reproduction Prohibited
  9. 9. Most companies still create a 30-second spot and tryto coordinate other channels9 © 2011 Forrester Research, Inc. Reproduction Prohibited
  10. 10. Brand marketers simply don’t spend much online10 © 2011 Forrester Research, Inc. Reproduction Prohibited
  11. 11. Interactive marketing is ready to lead your brand 11 © 2011 Forrester Research, Inc. Reproduction ProhibitedSource: Workforce Interactive (http://www.workforceinteractive.com)
  12. 12. Agenda Four reasons interactive marketing is ready to lead your brand Creating interactive brand ecosystems How your marketing organization must change12 © 2011 Forrester Research, Inc. Reproduction Prohibited
  13. 13. The Internet has the scale to rival any other channel13 © 2011 Forrester Research, Inc. Reproduction Prohibited
  14. 14. The Internet has the depth to beat any other channel14 © 2011 Forrester Research, Inc. Reproduction Prohibited
  15. 15. The Internet is more trusted than any other channel15 © 2011 Forrester Research, Inc. Reproduction Prohibited
  16. 16. The Internet offers us new ways to tell stories16 © 2011 Forrester Research, Inc. Reproduction Prohibited
  17. 17. Agenda Four reasons interactive marketing is ready to lead your brand Creating interactive brand ecosystems How your marketing organization must change17 © 2011 Forrester Research, Inc. Reproduction Prohibited
  18. 18. The way we build brands must evolve from this...18 © 2011 Forrester Research, Inc. Reproduction Prohibited
  19. 19. ...To this19 © 2011 Forrester Research, Inc. Reproduction Prohibited
  20. 20. First, engage your users with an interactive core  The big idea will always be the key to branding success  Put the big idea in owned media, which offers more scale and trust than social media  Push ideas and engagement out from the center, and push audiences in20 © 2011 Forrester Research, Inc. Reproduction Prohibited
  21. 21. Five reasons owned media – not social media – should be the center of your brand ecosystem  A lot of marketers try to put Facebook or other social media at the heart of the brand ecosystem  This can work in some cases, but owned media will work better because your own web site: – Is easier to find – Reaches more users – Is more trusted – Offers deeper, richer content and experiences – Is 100% under your control21 © 2011 Forrester Research, Inc. Reproduction Prohibited
  22. 22. Second, intelligently distribute your big idea in social and mobile media  Spread your idea—and your engagement—into secondary channels  Be selective in which social and mobile channels you use – Study your audience to understand their preferences  Be selective in how much interaction you offer through each channel – Based on your audience and the tools’ capabilities22 © 2011 Forrester Research, Inc. Reproduction Prohibited
  23. 23. Third, reach a broad audience with paid media  You must use paid media to create scale  Be bold! – Bold ad units – Bold production value – Bold media buys  Use both online and offline paid media23 © 2011 Forrester Research, Inc. Reproduction Prohibited
  24. 24. Make the three layers work together24 © 2011 Forrester Research, Inc. Reproduction Prohibited
  25. 25. Smirnoff built an interactive brand ecosystem for its Global Nightlife Exchange campaign Source: Facebook (http://www.facebook.com)25 © 2011 Forrester Research, Inc. Reproduction Prohibited
  26. 26. Smirnoff developed rich plans for each layer  It engaged users with an interactive core  It distributed its interactions through social and mobile media  It reached a broader audience with paid media  The brand ecosystem was a huge success – Thousands directly engaged with the core – Tens of thousands interacted through social and mobile media – Tens of millions were reached through paid media26 © 2011 Forrester Research, Inc. Reproduction Prohibited
  27. 27. All the layers of the ecosystem worked together27 © 2011 Forrester Research, Inc. Reproduction Prohibited
  28. 28. Agenda Four reasons interactive marketing is ready to lead your brand Creating interactive brand ecosystems How your marketing organization must change28 © 2011 Forrester Research, Inc. Reproduction Prohibited
  29. 29. Most organizations still treat interactive marketing as a separate discipline29 © 2011 Forrester Research, Inc. Reproduction Prohibited
  30. 30. And most don’t have sufficient resources eitherSource: Q3 2009 Global Interactive Marketing Organization And Agency Survey30 © 2011 Forrester Research, Inc. Reproduction Prohibited
  31. 31. And that means it’s hard to coordinate marketing programs across channels31 © 2011 Forrester Research, Inc. Reproduction Prohibited
  32. 32. To put interactive at the heart of your brand, distribute interactive skills through your organization32 © 2011 Forrester Research, Inc. Reproduction Prohibited
  33. 33. Interactive-led marketing programs require more from agency partners33 © 2011 Forrester Research, Inc. Reproduction Prohibited
  34. 34. They require agencies to work together in new ways  Traditional and interactive shops are just now learning to sit together in the same room  This new model demands much more of the agencies: – Developing deep, rather than shallow, big ideas – Letting interactive tools be the star of the show – Effective coordination of messages, flights, and customer journey34 © 2011 Forrester Research, Inc. Reproduction Prohibited
  35. 35. And they increase the importance of your customer insights and market research teams35 © 2011 Forrester Research, Inc. Reproduction Prohibited
  36. 36. Summary  Interactive marketing is ready to lead your brand  That doesn’t mean choosing one channel over another – it means organizing all channels into a multilayered brand ecosystem – Engage your users with an owned media core – Distribute your campaign via social and mobile media – Reach a broader audience using paid online and offline media  Change your organization to adapt to interactive-led marketing – Distribute interactive skills throughout your organization – Demand more from your agencies – Make customer insights and market research a key part of marketing strategey36 © 2011 Forrester Research, Inc. Reproduction Prohibited
  37. 37. Thank youNate Elliott+44 207 323 7647nelliott@forrester.comwww.forrester.comtwitter.com/nate_elliott © 2009 Forrester Research, Inc. Reproduction Prohibited

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