ITM - Delivering the Promise of Cross-Media with Premedia

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Inovação, Tecnologia e Marketing - A Revolução do Marketing.

Customer behaviors are changing. Expectations are shifting. Today’s marketing communication buyers are looking to their traditional communications partners for new tools and channels that deliver on the promise of Cross-Media communications.

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  • Great presentation... noted the replacement of Brazilian Soccer Star Ronaldo in place of Wayne Gretzky. Who knows Hockey in Brazil? P&G by the way got into the social media sphere some time ago by making platforms available to 'Mommy Bloggers'; a powerfully potent marketing force.
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ITM - Delivering the Promise of Cross-Media with Premedia

  1. 1. Delivering the Promise ofCross-Media with Premedia
  2. 2. AGENDA• Innovation• The Social-Media Media• Features of Cross-Media• Challenges and Solutions• Show Me
  3. 3. WHO MOVED MY CHEESE?• Shift Happens• Media Trends• Mass Media Bubble
  4. 4. INNOVATION STEPS
  5. 5. SHIFT HAPPENS
  6. 6. INTERACTIVE IS GROWING
  7. 7. BUT OVERALL SPEND IS FLAT
  8. 8. AS TRADITIONAL DECLINES
  9. 9. DIGITAL SPEND OVERTAKES PRINT
  10. 10. MASS MEDIA BUBBLE
  11. 11. AGENDA• Innovation• The Social-Media Media• Features of Cross-Media• Challenges and Solutions• Show Me
  12. 12. “THE SOCIAL MEDIA”
  13. 13. MARKETER‟s USE OF SOCIALMEDIA
  14. 14. “I used to be in advertising. Now I do things” Razorfish Chairman, Clark Kokich • Customer experience is your brand
  15. 15. INCREASING NUMBERS OF FISH
  16. 16. Q: “ Willie, Why do you rob banks? ”A: “ „Cause that‟s where the money is. ” Willie Sutton
  17. 17. WHO DO YOU TRUST?
  18. 18. WHO DO YOU TRUST? A Family Member
  19. 19. WHO DO YOU TRUST? A Close Friend
  20. 20. WHO DO YOU TRUST? A Well Known Celebrity
  21. 21. PEOPLE WANT RELATIONSHIPS WITH PEOPLE…NOT BRANDS 21
  22. 22. “Trust, but verify” Ronald Reagan
  23. 23. It’s Just“MEDIA”
  24. 24. Why does 1-to-1 Cross-Media work?
  25. 25. AGENDA• Innovation• The Social-Media Media• Features of Cross-Media• Challenges and Solutions• Show Me
  26. 26. FEATURES OF CROSS-MEDIA• Audience Segmentation• Personalization / Relevancy• Multiple Touch, Multiple Channels• Measurable and Manageable
  27. 27. FROM EVERYONE - AUDIENCE OF ONE
  28. 28. WEB 2 EVERYWHERECreate OncePublish Often
  29. 29. FEEDING ALL THE CHANNELS
  30. 30. SOCIAL INFLUENCE
  31. 31. MEASURE THE RESPONSE - WHY?
  32. 32. Dilbert on Marketing
  33. 33. AGENDA• Innovation• The Social-Media Media• Features of Cross-Media• Challenges and Solutions• Show Me
  34. 34. CHALLENGES AND SOLUTIONS• Cross-Discipline• Reducing Complexity• Testing & Measurement• Rinse, Lather, Repeat• Launch and Learn
  35. 35. CROSS-DICIPLINES• People o Graphics Artists, Copywriters, Interactive Designers, Account Managers, Pre-Press Production, Direct Mail Experts, Programmers, Application Architects, Database Experts, System Administrators• Technology o Web Sites, Database Servers, Variable Data Print Engines, Workflow Management, Email Systems, Digital Asset Management, Ad Networks, Third Party API’s
  36. 36. USE MESSAGE ROADMAPS To Reduce Complexity
  37. 37. DEFINE AND TRACK TOUCHPOINTSTo GenerateMeasureableROI
  38. 38. “If you can‟t measure it, you can‟t manage it”
  39. 39. ROI = Return / Investment• Return o Value of product sold (profit margin) o Value of Qualified Lead (projected sales) o Value of Customer Lifetime Loyalty (historically)• Investment o Fixed Costs • Campaign Research and Concept Development • Tactic Design and Implementation • Tracking and Measurement Tools o Variable Costs • List Acquisition and Cleansing • Printing and Fulfillment • Offline and Online Ad Placement • Operation and Measurement
  40. 40. METRICS• Cost Per Impression• Cost Per Click• Cost Per Conversion
  41. 41. A/B TESTINGSuper Crunchers The End of IntuitionWhy Thinking-by-Numbers Is the New Way Why Thinking-by-Numbers Is the New Way toto Be Smart Be Smartwww.bantamdell.com www.bantamdell.com 63% More likely you select Super Crunchers Ad
  42. 42. KEEPING SCORE Low Value Mid Value High Value AllVDP Design A 2500/500/100VDP Design B 750/490/195Email A 5000/1000/250Email B 5000/800/200 2500/400/150Banner Ad 1 30000/250/50Banner Ad 2 25000/250/70AdWords 45000/500/40 $0.3/$1.7/$6.7 $1.4/$7.8 /$28 $11/$18/$45 $0.01/$5/$31 $23,210 for 1055 conversions or $22 each
  43. 43. RINSE, LATHER, REPEAT• The Gilligan Effect• Continuous Improvement• Behaviors are A-Changing• Test, Test and Test Again
  44. 44. LAUNCH & LEARN• Identify unique segment behavior• Use test results to refine message and designs• Calculate individual tactic ROI• Refine campaign for next cycle• Or continuously improve midstream
  45. 45. A good player plays where theball is.A great player plays where theball is going to be.
  46. 46. SHOW ME• TrekkMaps.com• Nordstrom Sign Shop• Sheffield Bio-Science• Shoup Manufacturing
  47. 47. TrekkMaps.com Campaign
  48. 48. TrekkMaps.com Web Site
  49. 49. TrekkMaps.com Direct Mail & Email
  50. 50. TrekkMaps.com RSS Feed
  51. 51. TrekkMaps.com Mobile
  52. 52. TrekkMaps.com Twitter
  53. 53. TrekkMaps Creating Buzz
  54. 54. TrekkMaps.com Facebook
  55. 55. TrekkMaps.com AdWords
  56. 56. TrekkMaps.com Banner Ads
  57. 57. TrekkMaps.com Google Analytics
  58. 58. Trekkmaps Quantcast
  59. 59. SHOW ME• TrekkMaps.com• Nordstrom Sign Shop• Sheffield Bio-Science• Shoup Manufacturing
  60. 60. SHOW ME• TrekkMaps.com• Nordstrom Sign Shop• Sheffield Bio-Science• Shoup Manufacturing
  61. 61. CAMPAIGN ROADMAP
  62. 62. LUMPY• Personalized tablet bottle• Invitation to visit URL• Personalized QR Code• Brief product teaser
  63. 63. DIRECT MAIL• Personalized mailer• Invitation to visit PURL• Personalized QR Code• Brief product benefits
  64. 64. HIGH VALUE• Register for a Webinar• Request a sample• Request a meeting• Refer-a-friend
  65. 65. LOW VALUE• Less likely to attend• Request a sample• Meet with us• Refer a Colleague
  66. 66. MOBILE VERSION • Full working version of the micro-site • Accessible with the QR CODE • Many referrals to friends
  67. 67. SHOW ME• TrekkMaps.com• Nordstrom Sign Shop• Sheffield Bio-Science• Shoup Manufacturing
  68. 68. CONTENT IS STRUCTURED…1. Photo 1. 3. Universal High-Back Seat2. Thumbnail 4. Black, water resistant cordura fabric is suitable for both cap and non-cab3. Title/Headline environment.4. Subhead/Status 5. Features: Lumbar support, adjustable armrests and upper backrest,5. Summary/Miniblog adjustable ball bearing slides, backrest6. Part # reclines and folds forward. Accepts operator pressure switches7. Price 6. TS4270 2. 7. $219.95
  69. 69. AND RESUABLE
  70. 70. WEB PAGE FEATURED PRODUCT
  71. 71. DIRECT MAIL
  72. 72. DIRECT EMAIL
  73. 73. RSS FEED
  74. 74. GOOGLE ADWORDShoup Featured ProductTS4270 - Universal High-Back Seat: Black, waterresistant cordura fabric $219.95 ea.ShoupParts.com/TS4270
  75. 75. FACEBOOK
  76. 76. TWEET
  77. 77. PRODUCT PAGE
  78. 78. MOBILE ECOMMERCE
  79. 79. TAKE AWAYS• Shift Happens – Keep Up• Multi-Touch and Multi-Channel Works• Cross Discipline Processes and Teams• Continuous Improvement - Launch & Learn
  80. 80. Tomorrow• What assets do we have and where is it?• Establish a Structured Data Model• Normalization and Cleansing Plan• Create Prioritized Message Roadmaps• List People and Tool Options (Internal/External)• Discuss Build, Buy or Rent Decision• Plan to Change Faster
  81. 81. "Technology will never replace people. People who use technology will replace people who dont."
  82. 82. NETWORK WITH ME Jeffrey Stewart Partner/Chief Technical Officer Trekk Cross-Media Email: stew@trekk.com Twitter Handle: JeffreyAStewart Facebook: JAStewart LinkedIn: jeffreyastewart Tumblr: jastewart.tumblr.com

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