The document discusses the evolving challenges of marketing in a deeply connected world, emphasizing the importance of building connected brands that focus on audience engagement and trust. It highlights that success in this environment requires rethinking strategies across various marketing channels and prioritizing dialogue over traditional advertising methods. The key takeaways include the notion that connectedness leads to success, and that leadership involves testing and investing in new approaches.

1. Connectedness Gets Real
Adam Lavelle
Chief Strategy Officer
iCrossing
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2. facts:
Marketing keeps getting harder.
There has never been more potential
to drive the business than today.

3. the reality:
1. It’s only the 3rd inning
2. Connectedness wins
3. Leadership = test + invest

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7. last year…

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15. It is not a network of computers.
It is a network of human beings.
Always-on access to the ‘net is
changing the way we behave.
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16. Source: Forrester
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17. Source: Forrester
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18. Brands have
to behave in
new ways.
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19. Being a connected brand…
It’s how successful brands
do marketing in a networked world:
focusing on audiences not targets,
engaging in dialogue not shouting,
and developing trust that lasts.
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20. Building a connected brand
Visible Usable Engaged
Useful Desirable
ACTIVE
AGILE
AWARE
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21. territory

22. Radio Display Mobile
eMail SEM SEO ads SMS
ads display
Other
blogs
Landing Website
pages (mobile)
Digital
video
Word
of
mouth
Point Your Digital
of blogs Website out of
sale home
OOH
TV
ads
Onsite
Kiosks
UGC
Direct
RSS Widgets Gadgets mail
Call Gaming
PR Print
center
ads
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29. data

34. shift happens

35. Connectedness means rethinking media
• Paid search
• Display advertising
• Affiliate marketing
• Sponsorships
Bought
• Natural Search • Website content
• Social Media Earned Owned • Messaging
• Press coverage • Utilities
• Link exchange
partnership
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36. content

37. The big shift creates new opportunities
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38. The playbook for “connected” success
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39. Developing a customer listening platform
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40. Leveraging the content continuum
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41. Embracing the increase in “creation velocity”
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42. Managing the connected marketing ecosystem
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43. Building a Connected Brand
How Brands Become Publishers in a Real-time Marketing World
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44. The Content Lab
http://thecontentlab.icrossing.com Follow
@TheContentLab
on Twitter
Contribute to
The Content Lab
on Tumblr
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45. Hearst + iCrossing
Relationships Search
Mobile Branded
Apps
User
Data Experience
Premium
Content
Social
Platform
Integration
CRM
Brands
Strategy &
Planning
Analytics
Insights
Platforms
iCrossing
Research
Optimization
Hearst

46. Kim"
(aka community,"
aka audience engagement)

55. the reality:
1. It’s only the 3rd inning
2. Connectedness wins
3. Leadership = test + invest

56. Thank you
Adam Lavelle
Chief Strategy Officer, iCrossing
adam@icrossing.com