Integrated Marketing Communications Trends - PRSA Nebraska

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Zena covers four digital trends:
1) Multi-screen growth, cross-screen engagement
2) Listening
3) Responsive Communication
4) Content marketing

Published in: Marketing, Business, Technology
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Integrated Marketing Communications Trends - PRSA Nebraska

  1. 1. Integrated Marketing Communication Trends Zena Weist Director Strategy, Level Five @zenaweist #PDC14
  2. 2. IMC Digital Trends  Meet Them In Their Moment  Shifts in Listening  Responsiveness Communication  Creating Craveworthy Content 2 #PDC14
  3. 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. 4 Source: Spin Sucks, Gini Dietrich 2014 Meet Them In Their Moment #PDC14
  5. 5. 5 Source: Microsoft 2013 Meet Them In Their Moment #PDC14
  6. 6. 6 Source: Microsoft 2013 Meet Them In Their Moment #PDC14
  7. 7. 7 #PDC14
  8. 8. 8 Meet Them In Their Moment #PDC14
  9. 9. 9 Meet Them In Their Moment #PDC14
  10. 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. 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. 12. But most companies are passive Source: Forrester 2012 Shifts in Listening
  13. 13. Shifts in Listening #PDC14
  14. 14. Shifts in Listening #PDC14
  15. 15. 15 Shifts in Listening #PDC14
  16. 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
  17. 17. Responsive Communications #PDC14
  18. 18. Responsive Communications https://vimeo.com/71450156 #PDC14
  19. 19. Responsive Communications #PDC14
  20. 20. #IAMHRBlock
  21. 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
  22. 22. 22 Creating Craveworthy Content #PDC14
  23. 23. Creating Craveworthy Content Source: Content Marketing Institute, 2013 #PDC14
  24. 24. Creating Craveworthy Content #PDC14
  25. 25. #PDC14
  26. 26. 26 Creating Craveworthy Content #PDC14
  27. 27. 27 Creating Craveworthy Content #PDC14
  28. 28. 28Intelligence Report, 2014 http://vimeo.com/86125356 Creating Craveworthy Content
  29. 29. Key Takeaways  TV no longer primary  Listen - Passive Foundation  Responsive = Customer Focus  Craveworthy Content = Youtility #PDC14
  30. 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
  31. 31. Thank you! Zena Weist @zenaweist zena.weist@levelfivesolutions.com Questions? #PDC14

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