The document discusses how brand success has changed in the digital age. Some key points: 1) Media has rapidly evolved to become digital, changing the rules of brand building. Brands can now directly connect with consumers through social and digital platforms. 2) Consumer behavior has also shifted, with people constantly connected online and doing research on digital devices even when not actively shopping. Up to 80% of purchases are influenced by digital behaviors. 3) To measure brand success, marketers need to integrate digital metrics like social media mentions, clicks, views alongside traditional metrics like sales and brand equity. Research also needs to incorporate digital behaviors to understand how brands are perceived online.

1. What does brand success look like
in a digital, social, mobile age?
Joel Rubinson
President,
Rubinson Partners, Inc.
joel@rubinsonpartners.com
Blog.joelrubinson.net
Twitter: @joelrubinson

2. Why are we asking this question?

3. “Though social and digital media are
rapidly transforming marketing and new
tools emerge daily, in most firms the
organization of the function hasn't
changed in 40 years. How should
marketers revamp…to meet the new
realities?”
The Ultimate Marketing Machine
by Marc de Swaan Arons, Frank van den
Driest, Keith Weed
Source: Harvard Business Review
Publication Date: Jul 01, 2014.

4. But why are the rules of
brand-building ANY different?
Why have they changed?

5. Changing media changes everything
Media has always been the way marketers connect brand ideas to consumers.
As media fast evolve to becoming digital, so do the rules of brand-building.
…so how can the picture of brand success remain the same?

6. Old Spice
Effie Award submission:
“Instead of using traditional media, we
wanted to leverage a variety of social
and digital platforms…what we call
moving from brand time to human
time”

7. A new campaign tracker metric?

8. marketing
research
So today my talk is
really about…
marketing
Media

9. So what’s so different about media?

10. A push-pull media world
AOL “Buying at Speed” findings across
20+ product categories:
• We live in an always connected
world where we browse
daily…engaging in shopping
behaviors without shopping
purpose
• When we ARE shopping, up to 80%
of purchases (depends on
category) involve digital, lean-forward
behaviors
McKinsey Consumer Decision Journey
AOL: Buying at speed: how technology empowers
the always on shopper. Jan, 2014

11. Paid advertising possibilities are exploding

12. Brands are media,
building their own
audiences...the
essence of always-on
marketing

13. Mobile life creates consumer and shopper
marketing convergence
Time spent accessing the internet via
mobile devices will surpass computers
We take our smart phones to bed, to
the TV room, and to the store while we
shop
We are starting to pay for things using
our phone. Brand communication and
transactions converging…and in the
moment micro-surveys conducted right
on the same device…

14. Social…people are media too

15. The rise of math-men in advertising
The majority of digital advertising placement will be
affected by behavioral data and predictive modeling
algorithms, much of it as part of search and real time
bidding systems
According to AOL, 90% of advertisers are now using
programmatic
Advertising has become a naturally occurring conjoint
experiment so campaigns can be optimized in-flight
The lift in advertising ROI from Math men is significant
and repeatable

16. TV is becoming a multi-screen experience
• Over half of TV viewers
multi-task
• Twitter ratings now part of
how we judge popularity

17. In era of rapid change, evidence is more
important than ever…
• The world is moving so fast, it creates a huge KNOWLEDGE VOID
• We researchers need to be in the evidence business, driving marketing
change in a fact based way.
• Spend as much time understanding media behaviors as you do consumer
attitudes and understand how they affect our brand preferences and the
way we shop

18. The most important thing researchers can do in the
coming year is to get serious about integrating digital
…Into your framework for brand success
…into your brand research data strategies
…into your research modalities

19. Move digital into your comfort zone
surveys
digital
Mobile
research

20. Brand success metrics go beyond the brand
tracker…
Old Spice Effie Award submission…

21. Step one: take the traditional brand KPI array
• Outcomes Sales, share
Equity
Clicks
Brand
lift
Conversi
Views ons
attributes
social
media
listening
Brand
audience
Ad aware
P’views,
UVs
• Equity
• Marketing
activity

22. Step one: and integrate digital and social behaviors
• Outcomes Sales, share
Equity
Clicks
Brand
lift
Conversi
Views ons
attributes
social
media
listening
Brand
audience
Ad aware
P’views,
UVs
• Equity
• Marketing
activity

23. Step two: look to social media
• Understand how people, rather than researchers, articulate attribute
factors
• Assuming you find that the same positioning picture coming from social
media as from attribute ratings, cut your tracker expense by eliminating
continuous tracking of attributes.

24. Step three: bring in data you can’t get from a
survey that has action value
• Certain online panel companies
are using social log-in. That
comes with something called
“oauth permissions”.
• Now Social data on likes,
interests, audience classifications
etc. can be integrated into survey
results, blending brand profiling
and ad targeting
• Link ad serving to shopper data
to measure advertising impact

25. Step four: understand the
power of first party data
• What Starbucks marketing COULD do
• Match multiscreen clickstream behaviors to
transactions
• Target advertising in Facebook, Twitter, and display to
customer segments defined by a mix of digital
behaviors and attitudes
• Database of all ad results so Starbucks can use
data science to understand what works
• Model first party data segments using 3rd party data, to
extend reach
• What Starbucks research COULD do
• Extend the mobile app to include an “in the moment”
survey capability.
• Match survey results to clickstream and transaction
behaviors to create better audiences
• Prove to the enterprise the value of first party data to
encourage new marketing priorities and actions
Note: these ideas I am suggesting are not based on any
conversations or work with Starbucks or any of their agencies

26. In 2015, think digital and do something big!
• Integrate digital into KPIs
• Shift half your money from long form trackers into digital and data science
• Add in data integration (frequent shopper data, facebook oauth
permission)
• Redesign an upcoming segmentation study to be targetable
• Conduct “in the moment research” via smart phones
• Commit to creating and mining digital ad results data

27. To help you along…
• “Brandbuilding in a Digital, Social, and
Mobile Age” available on Amazon.
• http://www.amazon.com/Brand-Building-
Digital-Social-
Mobile/dp/1492840424/ref=sr_1_1?ie=UTF
8&qid=1411033633&sr=8-
1&keywords=rubinson+brand-building

28. Parting words…
The marketing insights team mission must become how to deliver
more for less. There is so much waste and so much research
that under-delivers, if we can't achieve more for less, shame on us.“
Stan Sthanunathan, SVP CMI Unilever
January, 2014