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Keynote: Marketing & Media at the Speed of Culture

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Since Hearst started in 1887 with a single newspaper, a lot has changed in the world of media and marketing. And the speed of that change is accelerating. Our culture is evolving at a rate undreamt of by our parents or grandparents. The Law of the Accelerating Returns says the world will change more in this century than in the previous 20,000 years. So, the big question is, “How do you keep up?” That ’s a question that the Hearst strategy and marketing team has been thinking about a lot. Charles Swift will unpack that question in more detail and provide some potentially surprising answers, including email's unexpected resilience to change.

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Keynote: Marketing & Media at the Speed of Culture

  1. 1. MARKETING AT THE SPEED OF CULTURE December 8th, 2015 Charlie Swift
  2. 2. 1690-1990 US MARKETING CHANNELS 1690 1775 1847 1920 1941 18001700 1900 1967 1971 1989 Tiffany’s Blue Book Catalog 1st Newspaper Public Occurences (Boston) US Postal Service Founded Town & Country Magazine 1st Radio Broadcast KDKA - Pittsburgh 7-1-41: Day One Commercial TV WNBC - Brooklyn “1-800” Establishe dAT&T Commercial Email Pay TV eMail: ARPNET @ 1972 1953: “Marketing Mix” Neil Borden 1964: “4Ps” Jerome McCarthy 1846 2000 1880 Hearst
  3. 3. 1990… US MARKETING CHANNELS 1993 1994 1998 1999 2004 19951990 2005 2005 2006 1st Web Browsers 1st Commercial Text 2007 2000 20152010 2010 2011 1st DVR/ Digital TV 2009 Apple Push Notifications 2003 Mobile>50% (emarketer.com) Avg American @ 4 Devices (Nielsen) 2000
  4. 4. CHANNELS PEAK BUT NEVER DISAPPEAR TV Peak: 1952 – “I Love Lucy”: 67 Share… … Sunday Night Football currently #1 at 12.3 Share (Nielsen) …Over 400 shows available (broadcast + streaming) (NY Times) Newspaper Peak: 1984 – 63MM Circulation… (NAA) … Currently at 40MM in US, Only 29% read paper daily Direct Mail Peak: 2000 – 103B pieces of 1st Class Mail… … Down to 78B by 2010 (USPS) Desktop Ad Spend 2013 – $32B … Mobile at$11B … 2016 Projection at $21B, Mobile at $41B (EMARKETR.COM)
  5. 5. BIG DATA YES IT MATTERS IN ALL THE CONFUSION… … BUT ONLY IF YOU HAVE A CUSTOMER ENGAGEMENT STRATEGY
  6. 6. MARKETING CHOICE EXPLOSION
  7. 7. EMAILREMAINS AN IMPORTANT ELEMENT OF ANY MARKETING STRATEGY
  8. 8. EMAIL IS THE BIGGEST DIGITAL CHANNEL Facebook Email WebsitesTwitter 1.28 billion 300 million 3.9 billion 919 million 183 billion messages 3.3 billion searches 757 million daily active users 47 billion Page views ACTIVE ACCOUNTS DAILY ACTIVITY 2013—Data from Radicati, Yahoo, PR Newswire, Business Insider, Twitter, Netcraft, and Daily Mail 500 million daily tweets
  9. 9. EMAIL VOLUME GROWING
  10. 10. EMAIL EXISTS WITHOUT SOCIAL SOCIAL DOES NOT EXIST WITHOUT EMAIL… …HOW ELSE WOULD YOU RETRIEVE YOUR PASSWORD
  11. 11. EMAIL: 1. COST EFFECTIVE CHANNEL 2. CUSTOMER IDENTIFICATION KEY REPLACING POSTAL ADDRESS AS THE PRIMARY POINT OF LINKAGE
  12. 12. THE CHANNEL A TALE OF TWO EMAIL STRATEGIES 1 – CURATED CONTENT – HIGH ENGAGEMENT 2 – MASS MARKETING – HIGH TOUCH
  13. 13. HIGH ENGAGEMENT: EMAIL AS A WEB PAGE • Mobile optimized • Targeted/Curated Content • Embedded Video • Social sharing links • Dynamic Ad Network CURATED CONTENT
  14. 14. Countdown clock drives immediacy of action Scrolling cover build creates visual engagement Visually bold call to Action Hurry! Offer expires in 8 days 15 hours 01 minutes 28 seconds HIGH TOUCH: TRADITIONAL DIRECT MARKETING MASS MARKETING
  15. 15. MANAGING EMAIL IN THE NEW PARADIGM – ORGANIZE VS UNSUB
  16. 16. FOCUS GOING FORWARD: 1. CUSTOMER IDENTIFICATION 2. MARKETING AUTOMATION 3. LOCATION BASED MARKETING … EMAIL HAS A ROLL IN EACH
  17. 17. THE IDENTIFICATION HANDSHAKE EMAILOPEN PIXELDROP
  18. 18. IDENTIFICATION: DATA ONBOARDING & OFFBOARDING?
  19. 19. MARKETING AUTOMATION: TRUE ON & OFFLINE INTEGRATION • 360˚ Customer Interaction, not just digital channels… …Direct mail, Email, Social, SMS • Cross channel journey management • Triggered based execution • Multiple source data merge/purge… Outside lists, E-stores, Advertisers, etc.
  20. 20. MARKETING AUTOMATION: OUR STARTING POINT RFP Manager Data PlatformDB Manager MSP Candidates
  21. 21. LOCATION BASED MARKETING… …JUST GETTING WARMED UP EMAIL IDFA Beacon • Retailer Based • Elle • Barnes & Noble • Geo Based • Food Network • Amazon eStore • Individual based • Marie Claire • LiveRamp
  22. 22. QUESTIONS… THANK YOU CHARLIE SWIFT CSWIFT@HEARST.COM

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