Today's technology allows marketers to achieve a level of targeting and personalisation that would have been the stuff of dreams just a few years ago, but instead of taking full advantage of these amazing new tools, most marketers are still using the same old broken approach to media that has wasted our budgets – and frustrated our audiences – for decades. It's time we put a stop to that. In this new episode of Inspiring Marketing, we look at how marketers can evolve from interruption and irritation, and use context planning to deliver more meaningful audience value.

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?

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WE NEED TO BUILD PLANS AROUND CONTEXT, NOT
JUST AROUND CONTENT AND MEDIA PLACEMENTS

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MOTIVATIONS
LOCATIONS
VS

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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