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Inspiring Marketing Episode 3: From Media to Moments

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Today's technology allows marketers to achieve a level of targeting and personalisation that would have been the stuff of dreams just a few years ago, but instead of taking full advantage of these amazing new tools, most marketers are still using the same old broken approach to media that has wasted our budgets – and frustrated our audiences – for decades.

It's time we put a stop to that. In this new episode of Inspiring Marketing, we look at how marketers can evolve from interruption and irritation, and use context planning to deliver more meaningful audience value.

Published in: Marketing
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Inspiring Marketing Episode 3: From Media to Moments

  1. 1. @ESKIMON • FROM MEDIA TO MOMENTS1 FROM MEDIA TO MOMENTS PLANNING FOR IMPACT INSTEAD OF INTERRUPTION SIMON KEMP • • FEBRUARY 2017 EP. 003 INSPIRING MARKETING
  2. 2. @ESKIMON • FROM MEDIA TO MOMENTS2 SIMON KEMP @ESKIMON
  3. 3. @ESKIMON • FROM MEDIA TO MOMENTS3
  4. 4. @ESKIMON • FROM MEDIA TO MOMENTS4 TODAY’S DIGITAL TOOLS FINALLY ENABLE US TO SOLVE AN AGE-OLD MARKETING PUZZLE
  5. 5. @ESKIMON • FROM MEDIA TO MOMENTS5 THE RIGHT MESSAGE TO THE RIGHT PEOPLE IN THE RIGHT PLACE AT THE RIGHT TIME
  6. 6. @ESKIMON • FROM MEDIA TO MOMENTS6 HOW NEW TECHNOLOGY MAKES THIS A REALITY THE ABILITY TO IDENTIFY THE SPECIFIC PERSON WE’RE ENGAGING ACROSS MANY DIFFERENT CHANNELS THE ABILITY TO PREDICT WHAT A PERSON WANTS, NEEDS OR DESIRES AT ANY GIVEN MOMENT INDIVIDUAL IDENTIFICATION PRESCRIPTIVE ANALYTICS THE ABILITY TO DELIVER OPTIMISED, PERSONALISED MARKETING IN THE BEST MOMENTS AND PLACES DYNAMIC DISTRIBUTION THE ABILITY TO INTERACT WITH EACH AND EVERY ONE OF THESE INDIVIDUALS, AND ALSO DO SO AT SCALE INTERACTIVITY AT SCALE
  7. 7. @ESKIMON • FROM MEDIA TO MOMENTS7 THESE TOOLS ALLOW US TO AVOID INTERRUPTING PEOPLE, AND ACTIVELY ENGAGE THEM INSTEAD
  8. 8. @ESKIMON • FROM MEDIA TO MOMENTS8 HOWEVER, MOST ADVERTISERS STILL ONLY USE THESE TOOLS TO PLAN AND BUY MEDIA PLACEMENTS
  9. 9. @ESKIMON • FROM MEDIA TO MOMENTS9 THAT’S BROKEN
  10. 10. @ESKIMON • FROM MEDIA TO MOMENTS10 MEDIA PLACEMENTS ARE SPECIFICALLY DESIGNED TO DIVERT OUR ATTENTION FROM SOMETHING ELSE
  11. 11. @ESKIMON • FROM MEDIA TO MOMENTS11 ‘ADVERT’ COMES FROM THE LATIN ’ADVERTERE’, MEANING “TO TURN ONE’S ATTENTION TO...”
  12. 12. @ESKIMON • FROM MEDIA TO MOMENTS12 AND IF WE’RE DIVERTING PEOPLE’S ATTENTION, THAT MEANS WE HAVEN’T FOUND THE RIGHT TIME OR PLACE
  13. 13. @ESKIMON • FROM MEDIA TO MOMENTS13 THE RIGHT MESSAGE TO THE RIGHT PEOPLE IN THE RIGHT PLACE AT THE RIGHT TIME
  14. 14. @ESKIMON • FROM MEDIA TO MOMENTS14 SURE, THESE TOOLS ALLOW US TO INTERRUPT PEOPLE MORE EFFICIENTLY, WHICH PLEASES FINANCE TEAMS
  15. 15. @ESKIMON • FROM MEDIA TO MOMENTS15 BUT INTERRUPTION RUNS TOTALLY COUNTER TO THE FUNDAMENTAL GOAL OF MARKETING
  16. 16. @ESKIMON • FROM MEDIA TO MOMENTS16 MARKETING’S TASK: THE PROFITABLE SATISFACTION OF PEOPLE’S WANTS, NEEDS, AND DESIRES
  17. 17. @ESKIMON • FROM MEDIA TO MOMENTS17 BUT NOBODY WANTS, NEEDS, NOR DESIRES TO BE INTERRUPTED
  18. 18. @ESKIMON • FROM MEDIA TO MOMENTS18 IF WE WANT TO ENGAGE PEOPLE, WE MUST IDENTIFY THE TIMES AND PLACES WHERE WE’RE MOST RELEVANT
  19. 19. @ESKIMON • FROM MEDIA TO MOMENTS19 HOW?
  20. 20. @ESKIMON • FROM MEDIA TO MOMENTS20 WE NEED TO BUILD PLANS AROUND CONTEXT, NOT JUST AROUND CONTENT AND MEDIA PLACEMENTS
  21. 21. @ESKIMON • FROM MEDIA TO MOMENTS21 MOTIVATIONS LOCATIONS VS
  22. 22. @ESKIMON • FROM MEDIA TO MOMENTS22 WHERE AND WHEN CAN YOUR MARKETING DELIVER THE GREATEST VALUE TO YOUR AUDIENCE’S LIVES?
  23. 23. @ESKIMON • FROM MEDIA TO MOMENTS23 MAGIC MARKETING MOMENTS
  24. 24. @ESKIMON • FROM MEDIA TO MOMENTS24 USE THESE POWERFUL NEW TECHNOLOGIES TO UNDERSTAND WHERE AND WHEN THESE MAGIC MOMENTS OCCUR, NOT MERELY TO DELIVER MORE TARGETED INTERRUPTIONS
  25. 25. @ESKIMON • FROM MEDIA TO MOMENTS25 KEY TIP
  26. 26. @ESKIMON • FROM MEDIA TO MOMENTS26 PLAN MARKETING AROUND RELEVANT MOMENTS IN PEOPLE’S LIVES, NOT JUST PLACEMENTS IN MEDIA
  27. 27. @ESKIMON • FROM MEDIA TO MOMENTS27 @ESKIMON
  28. 28. @ESKIMON • FROM MEDIA TO MOMENTS28
  29. 29. @ESKIMON • FROM MEDIA TO MOMENTS29 SIMON KEMP @ESKIMON SIMON@KEPIOS.COM INSPIRING MARKETING KEPIOS.COM

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