itm - delivering the promise of cross-media with premedia
DESCRIPTION
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.TRANSCRIPT
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Delivering the Promise of Cross-Media with Premedia
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AGENDA
• Innovation
• The Social-Media Media
• Features of Cross-Media
• Challenges and Solutions
• Show Me
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WHO MOVED MY CHEESE?
• Shift Happens
• Media Trends
• Mass Media Bubble
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INNOVATION STEPS
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SHIFT HAPPENS
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INTERACTIVE IS GROWING
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BUT OVERALL SPEND IS FLAT
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AS TRADITIONAL DECLINES
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DIGITAL SPEND OVERTAKES PRINT
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MASS MEDIA BUBBLE
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AGENDA
• Innovation
• The Social-Media Media
• Features of Cross-Media
• Challenges and Solutions
• Show Me
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“THE SOCIAL MEDIA”
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MARKETER‟s USE OF SOCIALMEDIA
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“I used to be in advertising.
Now I do things”
Razorfish Chairman, Clark Kokich• Customer experience is your brand
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INCREASING NUMBERS OF FISH
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Q: “ Willie, Why do you rob banks? ”
A: “ „Cause that‟s where the money is. ”
Willie Sutton
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WHO DO YOU TRUST?
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WHO DO YOU TRUST?A Family Member
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WHO DO YOU TRUST?
A Close Friend
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WHO DO YOU TRUST?
A Well Known
Celebrity
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21
PEOPLE WANT RELATIONSHIPS WITH PEOPLE…NOT BRANDS
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“Trust, but verify”
Ronald Reagan
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It’s Just
“MEDIA”
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Why does 1-to-1 Cross-Media work?
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AGENDA
• Innovation
• The Social-Media Media
• Features of Cross-Media
• Challenges and Solutions
• Show Me
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FEATURES OF CROSS-MEDIA
• Audience Segmentation
• Personalization / Relevancy
• Multiple Touch, Multiple Channels
• Measurable and Manageable
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FROM EVERYONE - AUDIENCE OF ONE
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WEB 2 EVERYWHERE
Create Once
Publish Often
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FEEDING ALL THE CHANNELS
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SOCIAL INFLUENCE
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MEASURE THE RESPONSE - WHY?
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Dilbert on Marketing
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AGENDA
• Innovation
• The Social-Media Media
• Features of Cross-Media
• Challenges and Solutions
• Show Me
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CHALLENGES AND SOLUTIONS
• Cross-Discipline
• Reducing Complexity
• Testing & Measurement
• Rinse, Lather, Repeat
• Launch and Learn
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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
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USE MESSAGE ROADMAPS
To Reduce
Complexity
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DEFINE AND TRACK TOUCHPOINTS
To Generate
Measureable
ROI
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“If you can‟t measure it, you
can‟t manage it”
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ROI = Return / Investment
• Returno Value of product sold (profit margin)o Value of Qualified Lead (projected sales)o Value of Customer Lifetime Loyalty (historically)
• Investmento 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
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METRICS
• Cost Per Impression
• Cost Per Click
• Cost Per Conversion
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A/B TESTING
Super CrunchersWhy Thinking-by-Numbers Is the New Way to Be Smart
www.bantamdell.com
The End of IntuitionWhy Thinking-by-Numbers Is the New Way to Be Smart
www.bantamdell.com
63% More likely you select Super Crunchers Ad
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KEEPING SCORE
Low Value Mid Value High Value All
VDP Design A 2500/500/100
VDP Design B 750/490/195
Email A 5000/1000/250
Email B 5000/800/200 2500/400/150
Banner Ad 1 30000/250/50
Banner Ad 2 25000/250/70
AdWords 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
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RINSE, LATHER, REPEAT
• The Gilligan Effect
• Continuous Improvement
• Behaviors are A-Changing
• Test, Test and Test Again
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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
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A good player plays where the
ball is.
A great player plays where the
ball is going to be.
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SHOW ME
• TrekkMaps.com
• Nordstrom Sign Shop
• Sheffield Bio-Science
• Shoup Manufacturing
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TrekkMaps.com Campaign
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TrekkMaps.com Web Site
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TrekkMaps.com Direct Mail & Email
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TrekkMaps.com RSS Feed
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TrekkMaps.com Mobile
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TrekkMaps.com Twitter
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TrekkMaps Creating Buzz
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TrekkMaps.com Facebook
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TrekkMaps.com AdWords
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TrekkMaps.com Banner Ads
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TrekkMaps.com Google Analytics
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Trekkmaps Quantcast
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SHOW ME
• TrekkMaps.com
• Nordstrom Sign Shop
• Sheffield Bio-Science
• Shoup Manufacturing
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SHOW ME
• TrekkMaps.com
• Nordstrom Sign Shop
• Sheffield Bio-Science
• Shoup Manufacturing
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CAMPAIGN ROADMAP
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LUMPY
• Personalized tablet bottle
• Invitation to visit URL
• Personalized QR Code
• Brief product teaser
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DIRECT MAIL
• Personalized mailer
• Invitation to visit PURL
• Personalized QR Code
• Brief product benefits
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HIGH VALUE
• Register for a Webinar• Request a sample• Request a meeting• Refer-a-friend
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LOW VALUE
• Less likely to attend • Request a sample• Meet with us• Refer a Colleague
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MOBILE VERSION
• Full working version of the micro-site• Accessible with the QR CODE• Many referrals to friends
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SHOW ME
• TrekkMaps.com
• Nordstrom Sign Shop
• Sheffield Bio-Science
• Shoup Manufacturing
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1. Photo
2. Thumbnail
3. Title/Headline
4. Subhead/Status
5. Summary/Miniblog
6. Part #
7. Price
3. Universal High-Back Seat
4. Black, water resistant cordura fabric is
suitable for both cap and non-cab
environment.
5. Features: Lumbar support, adjustable
armrests and upper backrest,
adjustable ball bearing slides, backrest
reclines and folds forward. Accepts
operator pressure switches
6. TS4270
7. $219.95
1.
2.
CONTENT IS STRUCTURED…
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AND RESUABLE
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WEB PAGE FEATURED PRODUCT
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DIRECT MAIL
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DIRECT EMAIL
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RSS FEED
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GOOGLE ADWORD
Shoup Featured Product
TS4270 - Universal High-Back Seat: Black, water
resistant cordura fabric $219.95 ea.
ShoupParts.com/TS4270
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TWEET
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PRODUCT PAGE
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MOBILE ECOMMERCE
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TAKE AWAYS
• Shift Happens – Keep Up
• Multi-Touch and Multi-Channel Works
• Cross Discipline Processes and Teams
• Continuous Improvement - Launch & Learn
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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
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"Technology will never replace people. People who use technology will replace people who don't."
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NETWORK WITH ME
Jeffrey StewartPartner/Chief Technical OfficerTrekk Cross-Media
Email: [email protected] Handle: JeffreyAStewartFacebook: JAStewartLinkedIn: jeffreyastewartTumblr: jastewart.tumblr.com