Inovação, Tecnologia e Marketing - A Revolução do Marketing. Customer behaviors are changing. Expectations are shifting. Today’s marketing communication buyers are looking to their traditional communications partners for new tools and channels that deliver on the promise of Cross-Media communications.

1. Delivering the Promise of
Cross-Media with Premedia

2. AGENDA
• Innovation
• The Social-Media Media
• Features of Cross-Media
• Challenges and Solutions
• Show Me

3. WHO MOVED MY CHEESE?
• Shift Happens
• Media Trends
• Mass Media Bubble

4. INNOVATION STEPS

5. SHIFT HAPPENS

6. INTERACTIVE IS GROWING

7. BUT OVERALL SPEND IS FLAT

8. AS TRADITIONAL DECLINES

9. DIGITAL SPEND OVERTAKES PRINT

10. MASS MEDIA BUBBLE

11. AGENDA
• Innovation
• The Social-Media Media
• Features of Cross-Media
• Challenges and Solutions
• Show Me

12. “THE SOCIAL MEDIA”

13. MARKETER‟s USE OF SOCIALMEDIA

14. “I used to be in advertising.
Now I do things”
Razorfish Chairman, Clark Kokich
• Customer experience is your brand

15. INCREASING NUMBERS OF FISH

16. Q: “ Willie, Why do you rob banks? ”
A: “ „Cause that‟s where the money is. ”
Willie Sutton

17. WHO DO YOU TRUST?

18. WHO DO YOU TRUST?
A Family
Member

19. WHO DO YOU TRUST?
A Close
Friend

20. WHO DO YOU TRUST?
A Well
Known
Celebrity

21. PEOPLE WANT RELATIONSHIPS WITH
PEOPLE…NOT BRANDS 21

22. “Trust, but verify”
Ronald Reagan

24. It’s Just
“MEDIA”

25. Why does 1-to-1 Cross-Media work?

26. AGENDA
• Innovation
• The Social-Media Media
• Features of Cross-Media
• Challenges and Solutions
• Show Me

27. FEATURES OF CROSS-MEDIA
• Audience Segmentation
• Personalization / Relevancy
• Multiple Touch, Multiple Channels
• Measurable and Manageable

28. FROM EVERYONE - AUDIENCE OF ONE

29. WEB 2 EVERYWHERE
Create Once
Publish Often

30. FEEDING ALL THE CHANNELS

31. SOCIAL INFLUENCE

32. MEASURE THE RESPONSE - WHY?

33. Dilbert on Marketing

34. AGENDA
• Innovation
• The Social-Media Media
• Features of Cross-Media
• Challenges and Solutions
• Show Me

35. CHALLENGES AND SOLUTIONS
• Cross-Discipline
• Reducing Complexity
• Testing & Measurement
• Rinse, Lather, Repeat
• Launch and Learn

36. CROSS-DICIPLINES
• People
o Graphics Artists, Copywriters, Interactive Designers, Account
Managers, Pre-Press Production, Direct Mail Experts, Programmers,
Application Architects, Database Experts, System Administrators
• Technology
o Web Sites, Database Servers, Variable Data Print Engines, Workflow
Management, Email Systems, Digital Asset Management, Ad
Networks, Third Party API’s

37. USE MESSAGE ROADMAPS
To Reduce
Complexity

38. DEFINE AND TRACK TOUCHPOINTS
To Generate
Measureable
ROI

39. “If you can‟t measure it, you
can‟t manage it”

40. ROI = Return / Investment
• Return
o Value of product sold (profit margin)
o Value of Qualified Lead (projected sales)
o Value of Customer Lifetime Loyalty (historically)
• Investment
o Fixed Costs
• Campaign Research and Concept Development
• Tactic Design and Implementation
• Tracking and Measurement Tools
o Variable Costs
• List Acquisition and Cleansing
• Printing and Fulfillment
• Offline and Online Ad Placement
• Operation and Measurement

41. METRICS
• Cost Per Impression
• Cost Per Click
• Cost Per Conversion

42. A/B TESTING
Super Crunchers The End of Intuition
Why Thinking-by-Numbers Is the New Way Why Thinking-by-Numbers Is the New Way to
to Be Smart Be Smart
www.bantamdell.com www.bantamdell.com
63% More likely you select Super Crunchers Ad

43. KEEPING SCORE
Low Value Mid Value High Value All
VDP Design A 2500/500/100
VDP Design B 750/490/195
Email A 5000/1000/250
Email B 5000/800/200 2500/400/150
Banner Ad 1 30000/250/50
Banner Ad 2 25000/250/70
AdWords 45000/500/40
$0.3/$1.7/$6.7 $1.4/$7.8 /$28 $11/$18/$45 $0.01/$5/$31
$23,210 for 1055 conversions or $22 each

44. RINSE, LATHER, REPEAT
• The Gilligan Effect
• Continuous Improvement
• Behaviors are A-Changing
• Test, Test and Test Again

45. LAUNCH & LEARN
• Identify unique segment behavior
• Use test results to refine message and designs
• Calculate individual tactic ROI
• Refine campaign for next cycle
• Or continuously improve midstream

46. A good player plays where the
ball is.
A great player plays where the
ball is going to be.

47. SHOW ME
• TrekkMaps.com
• Nordstrom Sign Shop
• Sheffield Bio-Science
• Shoup Manufacturing

48. TrekkMaps.com Campaign

49. TrekkMaps.com Web Site

50. TrekkMaps.com Direct Mail & Email

51. TrekkMaps.com RSS Feed

52. TrekkMaps.com Mobile

53. TrekkMaps.com Twitter

54. TrekkMaps Creating Buzz

55. TrekkMaps.com Facebook

56. TrekkMaps.com AdWords

57. TrekkMaps.com Banner Ads

58. TrekkMaps.com Google Analytics

59. Trekkmaps Quantcast

60. SHOW ME
• TrekkMaps.com
• Nordstrom Sign Shop
• Sheffield Bio-Science
• Shoup Manufacturing

76. SHOW ME
• TrekkMaps.com
• Nordstrom Sign Shop
• Sheffield Bio-Science
• Shoup Manufacturing

77. CAMPAIGN ROADMAP

78. LUMPY
• Personalized tablet bottle
• Invitation to visit URL
• Personalized QR Code
• Brief product teaser

79. DIRECT MAIL
• Personalized mailer
• Invitation to visit PURL
• Personalized QR Code
• Brief product benefits

80. HIGH VALUE
• Register for a Webinar
• Request a sample
• Request a meeting
• Refer-a-friend

81. LOW VALUE
• Less likely to attend
• Request a sample
• Meet with us
• Refer a Colleague

86. MOBILE VERSION
• Full working version of the micro-site
• Accessible with the QR CODE
• Many referrals to friends

87. SHOW ME
• TrekkMaps.com
• Nordstrom Sign Shop
• Sheffield Bio-Science
• Shoup Manufacturing

88. CONTENT IS STRUCTURED…
1. Photo 1. 3. Universal High-Back Seat
2. Thumbnail 4. Black, water resistant cordura fabric is
suitable for both cap and non-cab
3. Title/Headline environment.
4. Subhead/Status 5. Features: Lumbar support, adjustable
armrests and upper backrest,
5. Summary/Miniblog adjustable ball bearing slides, backrest
6. Part # reclines and folds forward. Accepts
operator pressure switches
7. Price
6. TS4270
2.
7. $219.95

89. AND RESUABLE

90. WEB PAGE FEATURED PRODUCT

91. DIRECT MAIL

92. DIRECT EMAIL

93. RSS FEED

94. GOOGLE ADWORD
Shoup Featured Product
TS4270 - Universal High-Back Seat: Black, water
resistant cordura fabric $219.95 ea.
ShoupParts.com/TS4270

95. FACEBOOK

96. TWEET

97. PRODUCT PAGE

98. MOBILE ECOMMERCE

100. TAKE AWAYS
• Shift Happens – Keep Up
• Multi-Touch and Multi-Channel Works
• Cross Discipline Processes and Teams
• Continuous Improvement - Launch & Learn

101. Tomorrow
• What assets do we have and where is it?
• Establish a Structured Data Model
• Normalization and Cleansing Plan
• Create Prioritized Message Roadmaps
• List People and Tool Options (Internal/External)
• Discuss Build, Buy or Rent Decision
• Plan to Change Faster

102. "Technology will never
replace people. People
who use technology will
replace people who
don't."

103. NETWORK WITH ME
Jeffrey Stewart
Partner/Chief Technical Officer
Trekk Cross-Media
Email: stew@trekk.com
Twitter Handle: JeffreyAStewart
Facebook: JAStewart
LinkedIn: jeffreyastewart
Tumblr: jastewart.tumblr.com