how to drive engagement in an always on marketing world
DESCRIPTION
A practical guide for brand marketers on how they can start to link consumer insight, relevant messages and the appropriate media channels to drive increase response to annuity marketing programs.TRANSCRIPT
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© Paul Cowan 2013 - @cowanpkc
Increasing Relevance in an Always-On Marketing WorldPaul Cowan@cowanpkc
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© Paul Cowan 2013 - @cowanpkc
Content is King.
So what is Queen?
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© Paul Cowan 2013 - @cowanpkc
Relevance.
© Paul Cowan 2013- @cowanpkc
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© Paul Cowan 2013 - @cowanpkc
But this is not new.
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© Paul Cowan 2013 - @cowanpkc
Marketers has been trying to make their products stand out beyond the clutter…
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© Paul Cowan 2013 - @cowanpkc
But the world is changing. Time and attention is tougher to get and relevance changes in real-time.
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© Paul Cowan 2013 - @cowanpkc
Most brands aren’t set up to recognize and act on consumer interactions in real-time
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© Paul Cowan 2013 - @cowanpkc
This is resulting in brand messages that lack relevance and declining consumer engagement
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© Paul Cowan 2013 - @cowanpkc
So how do successful brands stand out?
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© Paul Cowan 2013 - @cowanpkc
Relevance.
© Paul Cowan 2013- @cowanpkc
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© Paul Cowan 2013- @cowanpkc
The formula is
simple.
TARGET NEED
I like to be dry
Its raining
No shelter
CONTEXTUAL RELEVANCE
SITUATIONAL RELEVANCE
+
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© Paul Cowan 2013- @cowanpkc
The formula is
simple.
Target Need
Situational Relevance
Contextual RelevanceI’m happy!
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© Paul Cowan 2013 - @cowanpkc
1.FragmentationThere are far greater communications channels for consumers to engage with, making brand storytelling difficult.
2. CreativityMarketers are not organized to create content 24/365 in an real-time manner.
3. ScalabilityAutomating communications and creation of trigger based messaging based across channels is nearly impossible.
BIG CHALLENGES3
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© Paul Cowan 2013 - @cowanpkc
What marketers need to do…
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© Paul Cowan 2013 - @cowanpkc
ORGANIZE + CURATE + AUTOMATE
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© Paul Cowan 2013 - @cowanpkc
ORGANIZE
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© Paul Cowan 2013 - @cowanpkc
ORGANIZEBrands need to establish the right foundation for a more fluid planning and deployment approach
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© Paul Cowan 2013 - @cowanpkc
Start: Agile Marketing Brands need to establish the right foundation for a more fluid planning and deployment approach that moves away from campaign planning to agile teams that can react and launch marketing programs.
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© Paul Cowan 2013 - @cowanpkc
Start: Mapping the JourneyUnderstand how customers and prospects are interacting with various traditional advertising and digital mediums to optimize messaging strategies.
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© Paul Cowan 2013 - @cowanpkc
Start: Lifecycle ManagementAligning to the consumer lifecycle and delivering the right content, in the right place, at the right time, to the right person.
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© Paul Cowan 2013 - @cowanpkc
CURATE
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© Paul Cowan 2013 - @cowanpkc
CURATEBrands need to shift internal workflows and invest in content production to create a value exchange with consumers
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© Paul Cowan 2013 - @cowanpkc
Start: Brand StorytellingInvest in creation of teams that are editorial in nature, acting like a newsroom to form and articulate brand stories that are relevant to the audience.
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© Paul Cowan 2013- @cowanpkc
Start: Amplifying ContentAmplifying both brand and user generated content to drive greater reach, frequency and engagement across Paid, Owned and Earned channels.
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© Paul Cowan 2013 - @cowanpkc
Start: Recognize and RewardAs consumers engage with brand content, track engagement over time and reward behaviors that are generating positive value for the brand.
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© Paul Cowan 2013 - @cowanpkc
AUTOMATE
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© Paul Cowan 2013 - @cowanpkc
AUTOMATEBrands need to invest in data management systems and predictive models to scale content deployment and amplification.
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Start: Real-Time SegmentationBuilding systems to integrate real-time social graph data with traditional segmentation to enable marketers to better understand consumer media usage and personalize content.
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Start: Predicting BehaviorUse of social data as a predictable tool for what will drive engagement with content, offers and overall brand stories that are created across channel.
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© Paul Cowan 2013 - @cowanpkc
Consumer fragmentation is increasing and the ability for marketers to develop meaningful connections with their customer is more and more challenging.
Brands now have the opportunity to evolve to a more agile marketing model, empowering real-timereaction to market shifts andmore active brand management
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Thanks!
Paul Cowan@cowanpkc