Integrated Marketing Communications Trends - PRSA Nebraska
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This document discusses trends in integrated marketing communication. It covers meeting consumers in their moment across channels, the need to shift from passive to active social listening to understand customer needs, using responsive communications in real-time to build conversations, and creating craveworthy content that customers want to engage with. Case studies and statistics are presented from various companies to illustrate these trends and the importance of an integrated marketing approach across TV, social media, and digital platforms.
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Integrated Marketing Communications Trends - PRSA Nebraska
- 1. Integrated Marketing Communication Trends Zena Weist Director Strategy, Level Five @zenaweist #PDC14
- 2. IMC Digital Trends Meet Them In Their Moment Shifts in Listening Responsiveness Communication Creating Craveworthy Content 2 #PDC14
- 3. 3 When it comes to multi-channel marketing, being able to understand a consumer’s entire shopping journey - how they consume content and share it along the way - will give brands a disruptive competitive advantage. - Bonin Bough, Mondelez International “ ” Meet Them In Their Moment #PDC14
- 4. 4 Source: Spin Sucks, Gini Dietrich 2014 Meet Them In Their Moment #PDC14
- 5. 5 Source: Microsoft 2013 Meet Them In Their Moment #PDC14
- 6. 6 Source: Microsoft 2013 Meet Them In Their Moment #PDC14
- 7. 7 #PDC14
- 8. 8 Meet Them In Their Moment #PDC14
- 9. 9 Meet Them In Their Moment #PDC14
- 10. 10 Great companies don't lie. They don't steal. They don't cheat their employees. They don't become greedy. They don't allow people to behave badly just because that generates a lot of revenue. Great companies stop and listen to criticism. They commit to getting better, they set goals and a vision larger than themselves, and they truly behave better. When all of that happens, the storytelling is easy. - Gini Dietrich, Spin Sucks “ ” Shifts in Listening #PDC14
- 11. 4/5*Companies “listen” to social media *Approximately 80% of marketers actively involved in their company’s social media strategy report “listening” as an existing goal Source: Forrester 2012 Brands know social listening is important Shifts in Listening
- 12. But most companies are passive Source: Forrester 2012 Shifts in Listening
- 16. 16 Social listening is a critical backbone to doing business in the 21st century. It’s a key component to understanding consumers’ needs and operating a real- time environment. There’s a big opportunity to utilize consumers’ feedback for inspiration, but also to have conversations, build ideas, co-create together and reach back out and share. - Stephanie Moritz, ConAgra “ ” Responsive Communications #PDC14
- 20. #IAMHRBlock
- 21. 21 For the first time, companies have to compete on the very same turf as our family and friends, using the very same tools, technologies, media and messaging as consumers. They are invading the spaces we are using to connect personally. - Jay Baer, Youtility “ ” Creating Craveworthy Content #PDC14
- 23. Creating Craveworthy Content Source: Content Marketing Institute, 2013 #PDC14
- 25. #PDC14
- 28. 28Intelligence Report, 2014 http://vimeo.com/86125356 Creating Craveworthy Content
- 29. Key Takeaways TV no longer primary Listen - Passive Foundation Responsive = Customer Focus Craveworthy Content = Youtility #PDC14
- 30. Content Marketing Institute – B2B 2014 Content Marketing Study Response Process – H&R Block Edison Research – The Infinite Dial 2014, Navigating Digital Platforms Forrester Research – Social Intelligence Altimeter Research – Digital Transformation Altimeter Research – Brand Advocacy Social Pros – H&R Block Social Pros – Hilton Worldwide Real Time Marketing – SXSW Panel Content Marketing – 32 Research Reports Yahoo! Business - 83 B2B Social Media & Marketing Stats Resource Guide #PDC14