How to drive engagement in an always on marketing world
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A practical guide for brand marketers on how they can start to link consumer insight, relevant messages and the appropriate media channels to drive increase response to annuity marketing programs.
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How to drive engagement in an always on marketing world
- 1. Increasing Relevance in an Always-On Marketing World Paul Cowan @cowanpkc © Paul Cowan 2013 - @cowanpkc
- 2. Content is King. So what is Queen? © Paul Cowan 2013 - @cowanpkc
- 3. Relevance. © Paul Cowan 2013 -@cowanpkc 2013- @cowanpkc
- 4. But this is not new. © Paul Cowan 2013 - @cowanpkc
- 5. Marketers has been trying to make their products stand out beyond the clutter… © Paul Cowan 2013 - @cowanpkc
- 6. But the world is changing. Time and attention is tougher to get and relevance changes in real-time. © Paul Cowan 2013 - @cowanpkc
- 7. Most brands aren’t set up to recognize and act on consumer interactions in real-time © Paul Cowan 2013 - @cowanpkc
- 8. This is resulting in brand messages that lack relevance and declining consumer engagement © Paul Cowan 2013 - @cowanpkc
- 9. So how do successful brands stand out? © Paul Cowan 2013 - @cowanpkc
- 10. Relevance. © Paul Cowan 2013 -@cowanpkc 2013- @cowanpkc
- 11. The formula is simple CONTEXTUAL RELEVANCE . + Its raining TARGET NEED I like to be dry SITUATIONAL RELEVANCE No shelter © Paul Cowan 2013- @cowanpkc
- 12. The formula is simple . I’m Contextual Relevance happy! Target Need Situational Relevance © Paul Cowan 2013- @cowanpkc
- 13. 3 BIG CHALLENGES 1. Fragmentation There are far greater communications channels for consumers to engage with, making brand storytelling difficult. 2. Creativity Marketers are not organized to create content 24/365 in an real- time manner. 3. Scalability Automating communications and creation of trigger based messaging based across channels is nearly impossible. © Paul Cowan 2013 - @cowanpkc
- 14. What marketers need to do… © Paul Cowan 2013 - @cowanpkc
- 15. ORGANIZE + CURATE + AUTOMATE © Paul Cowan 2013 - @cowanpkc
- 16. ORGANIZE © Paul Cowan 2013 - @cowanpkc
- 17. ORGANIZE Brands need to establish the right foundation for a more fluid planning and deployment approach © Paul Cowan 2013 - @cowanpkc
- 18. Start: Agile Marketing Brands need to establish the right foundation for a more fluid planning and deployment approach that moves away from campaign planning to agile teams that can react and launch marketing programs. © Paul Cowan 2013 - @cowanpkc
- 19. Start: Mapping the Journey Understand how customers and prospects are interacting with various traditional advertising and digital mediums to optimize messaging strategies. © Paul Cowan 2013 - @cowanpkc
- 20. Start: Lifecycle Management Aligning to the consumer lifecycle and delivering the right content, in the right place, at the right time, to the right person. © Paul Cowan 2013 - @cowanpkc
- 21. CURATE © Paul Cowan 2013 - @cowanpkc
- 22. CURATE Brands need to shift internal workflows and invest in content production to create a value exchange with consumers © Paul Cowan 2013 - @cowanpkc
- 23. Start: Brand Storytelling Invest in creation of teams that are editorial in nature, acting like a newsroom to form and articulate brand stories that are relevant to the audience. © Paul Cowan 2013 - @cowanpkc
- 24. Start: Amplifying Content Amplifying both brand and user generated content to drive greater reach, frequency and engagement across Paid, Owned and Earned channels. © Paul Cowan 2013- @cowanpkc
- 25. Start: Recognize and Reward As consumers engage with brand content, track engagement over time and reward behaviors that are generating positive value for the brand. © Paul Cowan 2013 - @cowanpkc
- 26. AUTOMATE © Paul Cowan 2013 - @cowanpkc
- 27. AUTOMATE Brands need to invest in data management systems and predictive models to scale content deployment and amplification. © Paul Cowan 2013 - @cowanpkc
- 28. Start: Real-Time Segmentation Building systems to integrate real-time social graph data with traditional segmentation to enable marketers to better understand consumer media usage and personalize content. © Paul Cowan 2013 - @cowanpkc
- 29. Start: Predicting Behavior Use of social data as a predictable tool for what will drive engagement with content, offers and overall brand stories that are created across channel. © Paul Cowan 2013 - @cowanpkc
- 30. Consumer fragmentation is increasing and the ability for marketers to develop meaningful connections with their customer is more and more challenging. Brands now have the opportunity to evolve to a more agile marketing model, empowering real-time reaction to market shifts and more active brand management © Paul Cowan 2013 - @cowanpkc
- 31. Thanks! Paul Cowan @cowanpkc © Paul Cowan 2013 - @cowanpkc