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Connectedness Gets Real
Adam Lavelle Chief Strategy Officer
iCrossing
facts:
Marketing keeps getting harder.
There has never been more potential to drive the business than today.
the reality:
1. It’s only the 3rd inning
2. Connectedness wins
3. Leadership = test + invest
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last year…
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It is not a network of computers. It is a network of human beings.
Always-on access to the ‘net is changing the way we behave.
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Source: Forrester
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Source: Forrester
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Brands have to behave in
new ways.
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Being a connected brand…
It’s how successful brands
do marketing in a networked world:
focusing on audiences not targets,
engaging in dialogue not shouting,
and developing trust that lasts.
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Building a connected brand
AWARE
AGILE
ACTIVE
Useful Desirable Visible Usable Engaged
territory
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SEO SEM Display
ads SMS Mobile display
Landing pages
Website
Onsite UGC
Your blogs
Website (mobile)
Digital out of home
Kiosks
Gaming
Other blogs
Word of
mouth
Gadgets Widgets RSS
Digital video
TV ads
Radio ads
Print ads
PR
Point of
sale
Direct mail
OOH
Call center
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data
shift happens
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Connectedness means rethinking media
• Paid search • Display advertising • Affiliate marketing • Sponsorships
• Natural Search • Social Media • Press coverage • Link exchange
partnership
• Website content • Messaging • Utilities
Bought
Owned Earned
content
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The big shift creates new opportunities
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The playbook for “connected” success
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Developing a customer listening platform
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Leveraging the content continuum
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Embracing the increase in “creation velocity”
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Managing the connected marketing ecosystem
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Building a Connected Brand How Brands Become Publishers in a Real-time Marketing World
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The Content Lab Follow @TheContentLab on Twitter
http://thecontentlab.icrossing.com
Contribute to The Content Lab on Tumblr
iCrossing
Hearst
CRM
Data
Relationships
Branded Apps
Brands
Platforms
Insights
Premium Content Social
Mobile
Search
User Experience
Platform Integration
Analytics
Optimization Research
Strategy & Planning
Hearst + iCrossing
Kim"(aka community,"
aka audience engagement)
the reality:
1. It’s only the 3rd inning
2. Connectedness wins
3. Leadership = test + invest
Thank you Adam Lavelle
Chief Strategy Officer, iCrossing [email protected]