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@ESKIMON • FROM MEDIA TO MOMENTS1
FROM MEDIA TO MOMENTS
PLANNING FOR IMPACT INSTEAD OF INTERRUPTION
SIMON KEMP • • FEBRUARY 2017
EP. 003
INSPIRING
MARKETING
@ESKIMON • FROM MEDIA TO MOMENTS2
SIMON KEMP
@ESKIMON
@ESKIMON • FROM MEDIA TO MOMENTS3
@ESKIMON • FROM MEDIA TO MOMENTS4
TODAY’S DIGITAL TOOLS FINALLY ENABLE US
TO SOLVE AN AGE-OLD MARKETING PUZZLE
@ESKIMON • FROM MEDIA TO MOMENTS5
THE RIGHT MESSAGE
TO THE RIGHT PEOPLE
IN THE RIGHT PLACE
AT THE RIGHT TIME
@ESKIMON • FROM MEDIA TO MOMENTS6
HOW NEW TECHNOLOGY MAKES THIS A REALITY
THE ABILITY TO IDENTIFY
THE SPECIFIC PERSON WE’RE
ENGAGING ACROSS MANY
DIFFERENT CHANNELS
THE ABILITY TO PREDICT
WHAT A PERSON WANTS,
NEEDS OR DESIRES AT
ANY GIVEN MOMENT
INDIVIDUAL
IDENTIFICATION
PRESCRIPTIVE
ANALYTICS
THE ABILITY TO DELIVER
OPTIMISED, PERSONALISED
MARKETING IN THE BEST
MOMENTS AND PLACES
DYNAMIC
DISTRIBUTION
THE ABILITY TO INTERACT
WITH EACH AND EVERY ONE
OF THESE INDIVIDUALS, AND
ALSO DO SO AT SCALE
INTERACTIVITY
AT SCALE
@ESKIMON • FROM MEDIA TO MOMENTS7
THESE TOOLS ALLOW US TO AVOID INTERRUPTING
PEOPLE, AND ACTIVELY ENGAGE THEM INSTEAD
@ESKIMON • FROM MEDIA TO MOMENTS8
HOWEVER, MOST ADVERTISERS STILL ONLY USE
THESE TOOLS TO PLAN AND BUY MEDIA PLACEMENTS
@ESKIMON • FROM MEDIA TO MOMENTS9
THAT’S
BROKEN
@ESKIMON • FROM MEDIA TO MOMENTS10
MEDIA PLACEMENTS ARE SPECIFICALLY DESIGNED
TO DIVERT OUR ATTENTION FROM SOMETHING ELSE
@ESKIMON • FROM MEDIA TO MOMENTS11
‘ADVERT’ COMES FROM THE LATIN ’ADVERTERE’,
MEANING “TO TURN ONE’S ATTENTION TO...”
@ESKIMON • FROM MEDIA TO MOMENTS12
AND IF WE’RE DIVERTING PEOPLE’S ATTENTION, THAT
MEANS WE HAVEN’T FOUND THE RIGHT TIME OR PLACE
@ESKIMON • FROM MEDIA TO MOMENTS13
THE RIGHT MESSAGE
TO THE RIGHT PEOPLE
IN THE RIGHT PLACE
AT THE RIGHT TIME
@ESKIMON • FROM MEDIA TO MOMENTS14
SURE, THESE TOOLS ALLOW US TO INTERRUPT PEOPLE
MORE EFFICIENTLY, WHICH PLEASES FINANCE TEAMS
@ESKIMON • FROM MEDIA TO MOMENTS15
BUT INTERRUPTION RUNS TOTALLY COUNTER
TO THE FUNDAMENTAL GOAL OF MARKETING
@ESKIMON • FROM MEDIA TO MOMENTS16
MARKETING’S TASK: THE PROFITABLE SATISFACTION
OF PEOPLE’S WANTS, NEEDS, AND DESIRES
@ESKIMON • FROM MEDIA TO MOMENTS17
BUT NOBODY WANTS, NEEDS,
NOR DESIRES TO BE INTERRUPTED
@ESKIMON • FROM MEDIA TO MOMENTS18
IF WE WANT TO ENGAGE PEOPLE, WE MUST IDENTIFY
THE TIMES AND PLACES WHERE WE’RE MOST RELEVANT
@ESKIMON • FROM MEDIA TO MOMENTS19
HOW?
@ESKIMON • FROM MEDIA TO MOMENTS20
WE NEED TO BUILD PLANS AROUND CONTEXT, NOT
JUST AROUND CONTENT AND MEDIA PLACEMENTS
@ESKIMON • FROM MEDIA TO MOMENTS21
MOTIVATIONS
LOCATIONS
VS
@ESKIMON • FROM MEDIA TO MOMENTS22
WHERE AND WHEN CAN YOUR MARKETING DELIVER
THE GREATEST VALUE TO YOUR AUDIENCE’S LIVES?
@ESKIMON • FROM MEDIA TO MOMENTS23
MAGIC
MARKETING
MOMENTS
@ESKIMON • FROM MEDIA TO MOMENTS24
USE THESE POWERFUL NEW TECHNOLOGIES
TO UNDERSTAND WHERE AND WHEN THESE
MAGIC MOMENTS OCCUR, NOT MERELY TO
DELIVER MORE TARGETED INTERRUPTIONS
@ESKIMON • FROM MEDIA TO MOMENTS25
KEY TIP
@ESKIMON • FROM MEDIA TO MOMENTS26
PLAN MARKETING AROUND RELEVANT MOMENTS
IN PEOPLE’S LIVES, NOT JUST PLACEMENTS IN MEDIA
@ESKIMON • FROM MEDIA TO MOMENTS27
@ESKIMON
@ESKIMON • FROM MEDIA TO MOMENTS28
@ESKIMON • FROM MEDIA TO MOMENTS29
SIMON KEMP
@ESKIMON
SIMON@KEPIOS.COM
INSPIRING MARKETING
KEPIOS.COM

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Inspiring Marketing Episode 3: From Media to Moments

  • 1. @ESKIMON • FROM MEDIA TO MOMENTS1 FROM MEDIA TO MOMENTS PLANNING FOR IMPACT INSTEAD OF INTERRUPTION SIMON KEMP • • FEBRUARY 2017 EP. 003 INSPIRING MARKETING
  • 2. @ESKIMON • FROM MEDIA TO MOMENTS2 SIMON KEMP @ESKIMON
  • 3. @ESKIMON • FROM MEDIA TO MOMENTS3
  • 4. @ESKIMON • FROM MEDIA TO MOMENTS4 TODAY’S DIGITAL TOOLS FINALLY ENABLE US TO SOLVE AN AGE-OLD MARKETING PUZZLE
  • 5. @ESKIMON • FROM MEDIA TO MOMENTS5 THE RIGHT MESSAGE TO THE RIGHT PEOPLE IN THE RIGHT PLACE AT THE RIGHT TIME
  • 6. @ESKIMON • FROM MEDIA TO MOMENTS6 HOW NEW TECHNOLOGY MAKES THIS A REALITY THE ABILITY TO IDENTIFY THE SPECIFIC PERSON WE’RE ENGAGING ACROSS MANY DIFFERENT CHANNELS THE ABILITY TO PREDICT WHAT A PERSON WANTS, NEEDS OR DESIRES AT ANY GIVEN MOMENT INDIVIDUAL IDENTIFICATION PRESCRIPTIVE ANALYTICS THE ABILITY TO DELIVER OPTIMISED, PERSONALISED MARKETING IN THE BEST MOMENTS AND PLACES DYNAMIC DISTRIBUTION THE ABILITY TO INTERACT WITH EACH AND EVERY ONE OF THESE INDIVIDUALS, AND ALSO DO SO AT SCALE INTERACTIVITY AT SCALE
  • 7. @ESKIMON • FROM MEDIA TO MOMENTS7 THESE TOOLS ALLOW US TO AVOID INTERRUPTING PEOPLE, AND ACTIVELY ENGAGE THEM INSTEAD
  • 8. @ESKIMON • FROM MEDIA TO MOMENTS8 HOWEVER, MOST ADVERTISERS STILL ONLY USE THESE TOOLS TO PLAN AND BUY MEDIA PLACEMENTS
  • 9. @ESKIMON • FROM MEDIA TO MOMENTS9 THAT’S BROKEN
  • 10. @ESKIMON • FROM MEDIA TO MOMENTS10 MEDIA PLACEMENTS ARE SPECIFICALLY DESIGNED TO DIVERT OUR ATTENTION FROM SOMETHING ELSE
  • 11. @ESKIMON • FROM MEDIA TO MOMENTS11 ‘ADVERT’ COMES FROM THE LATIN ’ADVERTERE’, MEANING “TO TURN ONE’S ATTENTION TO...”
  • 12. @ESKIMON • FROM MEDIA TO MOMENTS12 AND IF WE’RE DIVERTING PEOPLE’S ATTENTION, THAT MEANS WE HAVEN’T FOUND THE RIGHT TIME OR PLACE
  • 13. @ESKIMON • FROM MEDIA TO MOMENTS13 THE RIGHT MESSAGE TO THE RIGHT PEOPLE IN THE RIGHT PLACE AT THE RIGHT TIME
  • 14. @ESKIMON • FROM MEDIA TO MOMENTS14 SURE, THESE TOOLS ALLOW US TO INTERRUPT PEOPLE MORE EFFICIENTLY, WHICH PLEASES FINANCE TEAMS
  • 15. @ESKIMON • FROM MEDIA TO MOMENTS15 BUT INTERRUPTION RUNS TOTALLY COUNTER TO THE FUNDAMENTAL GOAL OF MARKETING
  • 16. @ESKIMON • FROM MEDIA TO MOMENTS16 MARKETING’S TASK: THE PROFITABLE SATISFACTION OF PEOPLE’S WANTS, NEEDS, AND DESIRES
  • 17. @ESKIMON • FROM MEDIA TO MOMENTS17 BUT NOBODY WANTS, NEEDS, NOR DESIRES TO BE INTERRUPTED
  • 18. @ESKIMON • FROM MEDIA TO MOMENTS18 IF WE WANT TO ENGAGE PEOPLE, WE MUST IDENTIFY THE TIMES AND PLACES WHERE WE’RE MOST RELEVANT
  • 19. @ESKIMON • FROM MEDIA TO MOMENTS19 HOW?
  • 20. @ESKIMON • FROM MEDIA TO MOMENTS20 WE NEED TO BUILD PLANS AROUND CONTEXT, NOT JUST AROUND CONTENT AND MEDIA PLACEMENTS
  • 21. @ESKIMON • FROM MEDIA TO MOMENTS21 MOTIVATIONS LOCATIONS VS
  • 22. @ESKIMON • FROM MEDIA TO MOMENTS22 WHERE AND WHEN CAN YOUR MARKETING DELIVER THE GREATEST VALUE TO YOUR AUDIENCE’S LIVES?
  • 23. @ESKIMON • FROM MEDIA TO MOMENTS23 MAGIC MARKETING MOMENTS
  • 24. @ESKIMON • FROM MEDIA TO MOMENTS24 USE THESE POWERFUL NEW TECHNOLOGIES TO UNDERSTAND WHERE AND WHEN THESE MAGIC MOMENTS OCCUR, NOT MERELY TO DELIVER MORE TARGETED INTERRUPTIONS
  • 25. @ESKIMON • FROM MEDIA TO MOMENTS25 KEY TIP
  • 26. @ESKIMON • FROM MEDIA TO MOMENTS26 PLAN MARKETING AROUND RELEVANT MOMENTS IN PEOPLE’S LIVES, NOT JUST PLACEMENTS IN MEDIA
  • 27. @ESKIMON • FROM MEDIA TO MOMENTS27 @ESKIMON
  • 28. @ESKIMON • FROM MEDIA TO MOMENTS28
  • 29. @ESKIMON • FROM MEDIA TO MOMENTS29 SIMON KEMP @ESKIMON SIMON@KEPIOS.COM INSPIRING MARKETING KEPIOS.COM