harmonizing brand communications across platforms - aryeh sternberg
DESCRIPTION
As part of Zing Ads digital coffee chat event, Aryeh Sternberg from Edge Marketing showed how brands can truly achieve their organizational goals by considering their objectives and all potential platforms on which to engage their audience.TRANSCRIPT
8/6/2012
Demystifying Integrated Marketing
Where do we start?
Audience
Platform
Objective Context
Execution Paid Owned Earned
Awareness Engagement Transaction Reputation
The Audience
Our Audience is the starting point . . . • WHO are they? • How OLD are they? • What GENDER are they? • What SOCIO-ECONOMIC class do they belong to? • What are their BEHAVIORAL attributes? • What else do we know about them?
…once we have defined the audience, only then can we begin thinking about where they live.
8/6/2012 Property of Edge Marketing Vietnam
Heineken Mobile Case Study
The Platform
8/6/2012 Property of Edge Marketing Vietnam
Bing & Jay Z Case Study
The Objective
8/6/2012 Property of Edge Marketing Vietnam
Delites Case Study
The Context
Vietnam Idol 2010 Case Study
The Measurement Digital Media Metrics for PAID – OWNED – EARNED Media
PAID Internet & Mobile Advertising
OWNED Web & Mobile Sites / Microsites / Fanpages
EARNED Social Media
Unique Reach CTR
Time Spent Engagement
Engagement Rate
Unique Visitors Bounce Rate Repeat Visits Time Spent Page Views
Impressions Likes Fans
% Active Fans Comments
Shares Video Views
Objective-based Metrics Profiles
BRAND OBJECTIVE TASK PROFILE
Awareness (Generate significant exposure to a particular audience)
See - Feel
Engagement (Brand involvement and active interest in content)
Do - Feel
Conversion – Purchase Intent (Trial, Up-sell, Cross-sell)
Do - Think
Advocacy (Impact brand image and attributes; Frequency, Loyalty, Followers)
Do - Share
• Unique Reach
• Click Through Rate • Time Spent • Engagement Rate
• In-Banner Acquisitions • Click2Call
• Shares
• Unique Visitors • Bounce Rate
• Time Spent • Page Views
• Acquisitions • Click2Call
• Repeat Visits
• # Social Media Listening programs • Share of Voice
• Comments / Posts / Replies • Feedback rate (# Comments / Impressions) • Video Views
• Likes & Fans • # Recommendations (Buy & Try)
• Message pull-thru (growth in SOV via measured by Listening)
Standard Metrics (Track across all channel Trend data)
• Impressions by Channel • Investment by Channel • CPM • CPC • CPA
Old Spice Case Study
Thank You
8/6/2012 Property of Edge Marketing Vietnam