The move to managing audiences in an agile marketing world


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Consumers are empowered more than ever, which is shifting the value exchange between brands, media companies and consumers. Brands must rethink their overall approach to shift from the old, 'broadcast' paradigm to a much more targeted and 1:1 approach. This presentation provides a framework for Audience Experience Planning and how to apply traditional CRM methods and approaches to traditional media.

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The move to managing audiences in an agile marketing world

  1. 1. THE  MOVE  TO  MANAGING  AUDIENCES   IN  A  MODERN  MARKETING  WORLD   The  increasing  need  to  bridge  tradiAonal  media  and  CRM     SCIENCE | CREATIVITY | TECHNOLOGY!
  2. 2. TradiAonal  markeAng  approaches    have  not  kept  up   with  modern  markeAng  technologies and  changing  consumer  engagement.  
  3. 3. Marketers  have  been  treaAng  media  like  a   faceless  mass  channel,  ignoring  the  opportunity   to  treat  all  media  like  a  targeted,  1:1  dialogue.  
  4. 4. Discipline  Silos  Are  DestrucAve   IntegraAon  does  not  exists  and  separate  objecAves  and  execuAonal  prioriAes   conflict  with  an  overall  consumer  experience  and  does  not  provide  a  holisAc   view  of  campaign  performance.   Brand   Digital   Media     Public  Rela2ons   Brand Strategy! Websites! Media Strategy! Social, Events, Relations! Campaign Idea! Campaign Implementation! Campaign Plans/Buys! Campaign Implementation! Traditional Media! ‘Digital’, Social?! Integrated! Integrated?! Brand Tracking! Website Reporting! Campaign Reporting! Monitoring! Qualitative Insights! Optimization! Post-Reporting! Survey!
  5. 5. The  MarkeAng  Landscape  Baffles   The  markeAng  toolbox  is  large  and  confusing  on  how   to  choose,  implement  and  gain  value  out  of  the   appropriate  technology  stack.   Source:  Luma  Partners  
  6. 6. MarkeAng  Agility  is  an  Oxymoron   Marketers  and  their  partners  are  not  equipped  to  interact  with  customers  in  real-­‐ Ame,  with  centralizaAon  of  data  being  a  core  dependency  most  do  not  have.   47%     of  AdverAsers  cannot     interact  in  real-­‐Ame.  
  7. 7. The  Media  Landscape  Confuses   The  sheer  volume  and  methods  in  which  a  marketer   can  purchase  impressions  have  become  massively   complex,  with  few  partners  offering  a  honest  and   unbiased  view  of  how  do  do  it  most  efficiently.   Source:  Luma  Partners  
  8. 8. ProgrammaAc  Buying  is  Rising  Fast   Today’s  pipe  and  brain  is  focused  on  driving  down  cost  and  driving  up   CTR,  based  on  qualitaAve  audiences  that  are  not  scienAfically  based.   29%     of  digital  spend     will  be  RTB  by  2017  
  9. 9. Marketers  Need  to  Buy  People   Marketers  and  their  partners  are  not  equipped  to  interact  with  customers  in  real-­‐ Ame,  with  centralizaAon  of  data  being  a  core  dependency  most  do  not  have.   We  need  to  push  to  drive  at  a  richer   ingoing  understanding  of  the  target    on  a   1:1  or  segment  level  and  bidding  on  the   quality  of  the  person  being  exposed.  
  10. 10. TradiAonal  Media  is  Tipping   The  technology  to  apply  RTB  and  audience  level  targeAng  is  becoming   available  in  tradiAonal  –  the  market  must  be  ready  for  it.   Visible  World’s  programmaAc  TV  pladorm   launched  Jan  2013  and  cable/satellite   providers  are  offering  hyper-­‐targeAng   through  data  mining  customers.  
  11. 11. Mobile  is  Changing  the  Landscape   The  integraAon  of  mobile  into  creaAve  and  buying  strategies  is  providing   marketers  with  truly  localized  and  relevant  messaging  at  the  right  Ame.   Source:  hhp://­‐the-­‐effecAveness-­‐of-­‐mobile-­‐markeAng  
  12. 12. A  new  markeAng  process  is  required.  
  13. 13. The  New  MarkeAng  Process   FROM:   TO:   Targets   Targets   Media   Media   Analysis   Analysis   •  •  •  •  •  •  •  •  •  •  •  •  •  •  AssumpAons   QualitaAve   Mass   StaAc   ‘Insights’   Impressions   Volume   ‘TargeAng’   Cookies   Channels   Weekly   Post  campaign   Brand  impact   ‘ROI’     •  •  •  •  •  •  •  •  •  •  •  •  •  •  Data  mining   PredicAve   Segmented   Dynamic   Insights   OpAmizaAon   Clusters   Hyper-­‐targeted   People   Engagement   Automated   Real-­‐Ame   Brand  relaAonships   ROI  
  14. 14. The  New  arkeAng  process   MarkeAng  Process   The  new  m build  segments,  uAlizing  paid  and  owned   Leverage  data  to   channels  to  hyper-­‐target  and  opAmize  in  real-­‐Ame.   HYPER-­‐TARGETED  MEDIA   Hyper  targeAng  of  segmenAng  though  ad  placement  across  digital   pladorms  (social,  mobile,  display)  –  targeAng  key  segments  and   key  drivers  that  may  affect  acAons   PAID   Colt  Steele   PROMOTED  CONTENT   Hyper  targeAng  of  segment  though  social  ad  placement  –  targeAng   key  segments  and  key  drivers  that  may  affect  social  acAons  –   AcquisiAon  or  RetenAon.   INTELLIGENT  SEGMENTING   Now  that  we  know  individuals,  we  can  build  a  profiles  of   the  type  of  target  segment  that  we  want  to  communicate   with,  based  on  the  value  and  needs  of  the  segments.   OPTIMIZED  CONTENT  STRATEGIES   OWNED   OpAmizing  content  across  digital  pladorms–  managing  key   segments  and  drivers  that  may  affect  desired  acAons.   TIE  TO  MARKETING  ROI   Understanding  the  link  between  content  interacAon  and   increased  spend,  brand  affinity  and  loyalty   TESTING  &   OPTIMIZATION   Colt  Steele   Day 1 Day 2 Day 3 Connections Cost-per-like Linear (Connections) Linear (Cost-per-like) Day 4 Day 5 Day 6 Day 7 CreaAon  of  mulA-­‐variant   tesAng  against  the  chosen   target  segments  to  opAmize     messaging  response  based   on  engagement.  
  15. 15. In  Summary:     The  modern  markeAng  landscape  is  confusing  and  the   promise  of  hyper-­‐targeAng  and  1:1  communicaAons  is   rarely  acAoned.   Discipline  silos  are  sAll  a  reality  and  are  not  going  away   AdverAsing  tools  and  technologies  are  confusing  and  have  emerged   too  quickly  for  most  to  keep  up  with   Brands  and  partner  agencies  are  not  set  up  to  deploy  in  an  agile   format  uAlizing  these  tools  and  technologies   Agencies  have  not  adjusted  to  the  ability  to  build  real,   addressable  target  audiences  in  the  tradiAonal  world  
  16. 16. The  SoluAon:     Audience  Experience  Planning     Understanding  the  audience  at  a  granular  level  and  taking  advantage  of  the   technology  tools  that  are  available  to  rebuild  the  markeAng  approach  from  the   ground  up.  
  17. 17. The  SoluAon:     The  Audience  at  the  Core  of  Experience  Planning,   Technology  at  the  Core  of  MarkeAng  Strategy               AUDIENCE  EXPERIENCE  PLANNING   ENGAGEMENT   MARKETING  STRATEGIES   MEASUREMENT  &   ANALYSIS   AD  TECHNOLOGY   IMPLEMENATION   Understand  audiences,  build  programs  and  deploy   tools  to  automate  tradiAonal  markeAng  acAviAes.  
  18. 18. AEP  REQUIREMENTS:   ApplicaAon  of  CRM  to  TradiAonal  Programs     Audience  Insights  &  Analysis   •  Database  integraAon   •  Data  modeling  &  mining   •  SegmentaAon  &  analysis       Tools:   •  Data  scraping   •  Data  mining   •  Automated  passing  of  data  (API,  etc)   ProgrammaAc  Planning/Buying   •  •  •  Audience  targeAng   1:1  targeAng   LocaAon  based  targeAng   Tools:   •  RTB  Pladorms   •  Audience  targeAng  Pladorms   •  Direct  markeAng  pladorm   + Loyalty  &  Affinity  MarkeAng   •  Social  value  exchange   •  Social  loyalty  programs   •  Segment  migraAon  strategies     Tools:   •  Rewards  pladorm  (gamificaAon,  badges)   •  Social  registraAon   •  Mobile  applicaAons   Content  AnalyAcs   •  •  •  Campaign  analysis   PredicAve  modeling   MarkeAng  automaAon   Tools:   •  PredicAve  content  analyAcs   •  MarkeAng  automaAon  tools   •  Dashboards  and  modeling  engines  
  19. 19. Where  to     Start?   1. ANALYZE   Get  to  know  your  customers  and  prospects  and  hypothesize/predict   ways  that  you  and  improve  your  relaAonship   2. RECOGNIZE  &  PERSONALIZE   Develop  a  systems  to  drive  the  value  exchange  between  the  consumer   and  brand,  delivering  personalized  content  that  is  highly  relevant.   3. AUTOMATE   Develop  a  systems  to  drive  the  value  exchange  between  the  consumer   and  brand,  delivering  personalized  content  that  is  highly  relevant.   4. ANALYZE  (over  and  over)   Mine  the  data  to  understand  how  they  are  responding  to  markeAng   acAviAes  and  what  levers  are  working  in  building  relaAonships.  
  20. 20. Thanks.     Paul  Cowan   @cowanpkc     SCIENCE | CREATIVITY | TECHNOLOGY!