media notes canonical integra ted marketing · this highly person-al channel. delivering sms of...

1 [email protected] Follow @CNASophis CNASophis © CNA | Sophis 2013 all rights reserved

! Targeting is all about

understanding how one behaves,

versus who they are, The term

!personalization" should take on a

whole new meaning. If your

marketing approach is smart

enough to define and monitor

individual customer behaviors,

then the delivery of personalized

offers should follow suit.

# Segmentation does not

equal personalization. Does

everyone who falls into a certain

behavioral profile have the same

needs and wants at any given

time? Probably not. Although the

availability of dynamic customer

data is helping mobile marketers

shift their focus from demo-

graphical profiles to behavioral

ones, there"s still an all too

common practice that stands in

the way of true personalization.

It"s segmentation.

# In the world of dynamic

mobile data, segmentation often

falls short in delivering personal-

ized offers. Personalization is

only achievable at the individual

level. That"s reality.

# How often do you have

the same needs in the same

context as your neighbor down

the street who is also classified

as a !high spender"?$You work in

the city; she"s retired. You spend

based on need; she spends

based on impulse. Your mobile

device is for work and personal

use; her mobile device is her sole

connection to the Internet.

# Personalization is about

delivering the right offer in the

right context to the right person.

Although the stars may perfectly

align for multiple people at the

same time, it"s unlikely. It"s im-

portant for marketers to under-

stand behaviors and needs as they change–for individual cus-

tomers.$It"s also important to act

on that understanding with a

communication or offer that"s

both timely & relevant. Rele-

vance builds trust and value.

# Although the abundance

of irrelevant offers delivered via

traditional marketing channels

may be annoying, we"ve come to

accept the process of sifting

through a slew to find the few.

For email, we can pick the time

when we"re up for the challenge.

# Not the case with

mobile. We"ve all seen the

studies where people rank their

# # # #

mobile device as one of their

!must haves". Consumers rely on

anytime, anywhere communica-

tion, and with this dependency,

comes high expectations, expec-

tations for the service providers

and for the brands that choose to

engage with their customers via

this highly person-al channel.

Delivering SMS offers based on a

group of !like" behaviors or when

it"s !most" relevant for a segment

of customers does not deliver on

the promise of personalization via

the mobile device. Nor does it

deliver on your customers"

expectations of adding value to

their mobile experience.

# Delivering offers based

on understanding individual

needs & behaviors at any given

time does require more sophisti-

cated analytics and advanced

marketing technologies, but most

marketers can"t afford to wait.

With new technologies that not

only constantly track and monitor

behaviors at an individual level

but also leverage automated

decisioning to enable action at

the right time, marketers ensure

optimal relevancy of each

communication and offer. This

means more value for everyone.

Canons

Page 2

New Sony Ad Spot Off

Page 3 ADVANCED TV The Power Of ‘Castle’

Page 4 INTEGRATION NOW You Need To Be Integrated In An Integrated World

Page 5 LEGACY MEDIA Ad Pages Up 5% In Women’s Fashion Titles ! !

Page 6 CINEMA NOW 007 By The

Numbers

Page 7 MOBILEFIRST Tracking Mobile Offers

INTEGRATEDMARKETING

M

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h 6

, 2013

Media Notes Canonical ipsissima verba

Media Notes

Vol #656

Giving Credit

Where Credit

Is Due:

Based on an article in imedia connection by Glenn Pingul 022613 and thoughts by Lance

FOCUS ON

the advancement of new media continues... read MNC Briefs blog @ http://sophis1234.tumblr.com/

DELIVERING A PERSONALIZED OFFER IS KEY


NOT EVERYONE WANTS TO GO TO INDIA. NEW SONY XPERIA ZED SMARTPHONE SPOT OFF. ! An agency out of London released a new spot for the Sony Xperia Z smartphone. It is another retelling of one"s view of their life via Sony. It begins with a group of people outside of a storefront looking in and watch-ing the moon landing on a Sony TV. That was 1969. Yikes! To most of us, that is not the beginning of time as we know it and cer-tainly not only a beginning of Sony time as we know it. That is only the beginning. The end is clearly not marked for an American audience as it shows a vivid explosion of color as a couple experiences the Festival of Holi in India through their Sony smartphone. # OK. Let"s get something straight right now. One will never capture an American audience with Indian music even if David Bowie"s !Sound and Vision! is being played. The India references today are everywhere. “Life of Pi”, “The Best Exotic Marigold Hotel” and “The Darjeeling Limited” are not going to bring the Indian endearment to the fore as long as we speak with citizens of that country every time we call “American Express”.

“To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful.” # # # Edward R. Murrow

# The point is this: Although this may have been intended only for the Euro market, and an attempt to unseat the Apple generation with a new product from Sony, which many grew up with, it misfired. It didn"t hit the target. To those who research such things, TV viewing through storefronts began in the late !40s and early !50s in America. And Bill Bernbach"s !Hall of Fame" winner, !Tummy Television" spots really were the first identity of Sony as a television manufacturer. This legendary advertising pioneer and founding partner in Doyle Dane Bernbach, launched this gem in 1965 and no one was looking through storefront windows to view it. If one is going to be the historical revisionist, OK. But Sony isn"t any of that. Sony is and has always been about quality. # It"s new smartphone screen is twice as large as the Tummy TV was (only 4”). Take a tip. Grow on what the brand was and move ahead. But get it right the first time.

Bits & Pieces Week of 021813

Weekly Average Ratings BROADCAST MORNING NEWS SHOWS ABC: !GMA! 6.00 million + 0.51NBC: !Today! 4.95 million+ 0.21 CBS: !Early Show! 3.02 million- 0.01 BROADCAST LATE-NIGHT SHOWS NBC: !Tonight! 3.53 million+ 0.20 ABC: !Kimmel! 2.86 million+ 0.00 CBS: !Late Show! 2.56 million - 0.11 Week of 021813

BROADCAST EVENING NEWS +/- lastNBC: !Brian Williams" 9.42 million + 0.42 ABC: !Diane Sawer! 8.44 million+ 0.11 CBS: !Scott Pelley! 7.38 million+ 0.18

Sunday 022413

BROADCAST SUNDAY AM NEWS CBS: !Sunday Morning! 5.54 millionCBS: !Face The Nation" 3.09 million- 0.27 NBC: !Meet The Press! 2.80 million - 0.19 ABC: !This Week! 2.57 million - 0.00 FOX: !News Sunday! 1.07 million +0.01 UNI: !Al Punto! 0.78 million- 0.14 #

“Why would you wait for anything to come to you.”# Herman Globbops famed master of thought and wisdom

# #

MNC are not printed. They are only released digitally.

“When in doubt remember: It’s all about baseball.” Lance For more baseball, go to: http://overtheshouldermlb.wordpress.com/

Ma

rch

6, 2013

! “Right or wrong the customer is always right.” Marshall Field

On your smartphone, scan with

any QR reader.

Media Notes Canonical Vol #656

Giving Credit

Where

Credit Is

Due: From an article in Adrants 022713with thoughts &

observationsof Lance.

Linkedin has passed 200 million members. " " http://www.cnasophis.com


THE POWER OF ‘CASTLE’ CHANGING MONDAYS!

abc has taken monday’s away from cbsMONDAY 02.25.13

ABC !Castle!

10.70 million viewers 6.8/11HH

TUESDAY 02.26.13

CBS !NCIS!


WEDNESDAY 02.27.13

FOX !American Idol! Sweeps end

13.15 million viewers 7.9/12 HH

THURSDAY 02.28.13

CBS !Big Bang Theory! (R)


FRIDAY 03.01.13

ABC !Last Man Standing!


SATURDAY 03.02.13

CBS "48 Hours"


SUNDAY 03.03.13 HISTORY !The Bible!

13.10 million viewers 7.7/13HH NOTE: Season average ratings are “Most Current” measurements which are Live+7 day DVR viewing when available (2+ weeks after airdate), combined with Live, Same Day DVR viewing for the most recent 2 weeks.

Source: The Nielsen Company.

It has been in the

works for nearly a year.

Now, ABC"s !Castle" is the

power of Mondays. A week

ago Monday, !Castle" dom-

inate the 10P time period by

drawing over 10.7 million

viewers, overwhelming

previous time period winner

!Hawaii 5-0" on CBS which

drew only 6.8 million fans.

# Could this be the

first chink in the armor of

the mighty CBS in

primetime? And, what

happened?

# Perhaps it is due to

the moves by both net-

works. On ABC"s part, the

writing on !Castle" has and

continues to be first rate

and takes precedence over

action. In addition, they

decided to let the romance

between the two lead

characters blossom while at

CBS, !Hawaii 5-0" was given

unpopular actors (Lahti) to

spike interest, which it did

not. Then, with action over

writing, they showed no

interest in developing the

romance between the lead

character and his girl friend.

In the episode of 02.05.13,

they even made a point in

saying that the lead didn"t

have a girl friend although

they have given full credit to

a person who fits that bill. If

CBS wants to get back on

its game, it has to

concentrate on the writing

and not the puffed muscles.

This is a network that

knows how to do this. They

have superior shows,

written well, that succeed

(ie: !Blue Bloods", !The

Good Wife"). Where is it on

Monday nights?

Ma

rch

6, 2013

ADVANCED TELEVISION

If you like Media Notes give us your LIKE on our facebook page... at www.facebook.com/CNASophis. We would appreciate it very much.

“This instrument can teach, it can illuminate; yes, and it can even inspire."But it can do so only to the extent that humans are

determined to use it to those ends. "Otherwise it’s nothing but wires and lights in a box.” Edward R. Murrow October 15, 1958.

Networks ranked by total viewership

Giving Credit Where Credit Is Due:

From an article by Lance Television ratings from The Nielsen Co. Image credit: tv.com


! These days, talking

about integrated marketing

should not be an overview or

an introduction to the business-

dash-academic principles of

integrated marketing versus

integrated marketing communi-

cations. To many, it really needs

to be a wake-up call. You may

not see your business through

an integrated perspective. You

may not think that your

customers want you to think

and act integrated.

# Well, here"s your

wake-up-call, then:

# Your customers, your

audience, in fact everyone of

importance to you think of your

brand as being the sum of its

parts already! It is the communi-

cation AND the interaction

AND the service AND the

personal likes and dislikes -

and much more. Right now is

the time to break down the

silos in your organization to

fine tune the individualized,

integrated experience of your

brand. If you"re doing it well,

you may even be capable of

keeping up with the people you

want to reach out to. Going Beyond Communication Going Beyond Digital

# Everything they

experience through communi-

cation and product interaction -

every touch point you have

with them - defines the way

they perceive your brand.

These days, they even have

gained a voice through social

media to quickly distribute that

perception to the masses. But

a social media strategy is not

the final solution; it is only part

of the solution. A solution that

has to bridge the different silos

of disciplines in your organiza-

tion. Integrated marketing is far

beyond just communication, be

it ever so digital. It should

effect everything about and

around your products or

services.

Next Generation Integrated Marketing

# We are actually in the

process of building the next

generation of integrated mar-

keting. The focus on integrated

marketing is not new, as the

discipline was being developed

and adapted in the late 1990!s

and early 2000!s. You will find

the thoughts of putting concept

before media in books by famed

advertisers from the 1960!s. But

as many claim, the impact of

the financial crisis shifted the

focus for many discipline-

bound managers towards

keeping their team and discip-

line together and prioritized

throughout different organiza-

tions. The single division was

prioritized before the total,

integrated brand experience as

a common goal. #

Go Beyond Technology

# However, with the rise

of social media and customer

power, the focus has been

forced to become customer-

and user-oriented. The

solution however, is not to run

unwittingly in any direction,

chasing down any new online,

social trend, loosing one self in

a high speed chase for new

gadgets and gizmos. The

foundation has to go beyond

current technology, digging

deep into your brand values

and expanding them. The very

values, vision and mission in

your company that actually

precedes and will outlast any

disciplinary silo that have been

built over the years. Used

right, technology adds a new

dimension, an extension to the

brand experience.

Big Data Is About The Whole Organization, Not The Department # The use of social

media, the user influenced

web 2.0, has deeper meaning

to your business when it is

based on integrated marketing

strategies. The customers are

influential, but not completely

in control. You are not left

asleep at the wheel. As web

2.0 evolves into 3.0 with a

paradigm shift caused by the

real-time utilization and

curation of massive amounts

of Big Data, bringing

technology, service, marketing,

product development forward,

it will open a whole new world

of possibilities and challenges.

To your business. To your

customers. To a worldwide

audience of millions of

individuals reached on a

personal level. The

responsibility for doing this

successfully does not rely on

either the IT department, the

marketing department or the

customer service department.

It relies on all. The true

potential of Big Data is not

unlocked by software. It is

unlocked by the leaders of the

organizations who manage to

use a new dimension of

insights in a shared, integrated

effort.

# It is said great

concepts are made from

combining what already exists

in new ways. Look at what you

have already managed to do

within the silos. Now imagine

what can happen once you

break them down.

# Perhaps it"s time to

wake up and take some

action?

Perhaps it’s time to

ITS A WHOLE NEW WORLD You have to make sure that your message is in the media forms THEY USE, not the ones you think

are important.

Ma

rch

6, 2013 understanding it.

INTEGRATION NOW

“Social Networking accounts for 1 of every 6 minutes spent online.” comScore

YOU NEED TO BE INTEGRATED IN AN INTEGRATED WORLD

“Mobile creates a more dynamic ecosystem.” Mark Zuckerberg Co-founder # Facebook


Giving Credit Where Credit Is Due:Based on a blog by klaus paulsen 030113 @ http://thenetworkoneblog.tumblr.com/post/44223073256/you-need-to-be-integrated-in-an-integrated-world



Giving Credit Where Credit Is Due: From an article in medialife by Diego Vasquez 030113 and thoughts by Lance

Photo credit: medialife.com 030113. For great articles on media, go to http://www.medialifemagazine.com

The average Facebook post lifetime is 22 hrs, 51 min. Thus, you probably shouldn’t post more than once a day.

Ma

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6, 2013

“Success is often just an idea away.” Frank Tyger American cartoonist and humorist

LEGACY MEDIA NOW

.

AD PAGES UP 5%, DRIVEN BY WOMEN’S FASHION

LEGACY MEDIA NOW

# Many ad categories have cut back their maga-zine advertising significantly during the recession and its aftershocks. # Food, automotive and public transportation, hotels and resorts have seen double-digit percent-age year-to-year declines, and nearly every category is down. The big exception is toiletries and cosmetics. # While overall magazine ad pages dipped 5.6% last year across the 190 MPA member titles analyzed by MediaRadar, an ad sales intelligence company, toiletries and cosmetics were up 5%. # Ad pages increased to 20,664, from 19,695 in 2011. “These advertisers are capitalizing on the fact that during a tough econ-omy, their products allow the consumer to still feel and look good on the outside, even though they may be anxiety-ridden on the inside,” says George Janson, managing partner and director of print at GroupM. That"s reflected in the brands advertising the most. Though many women have cut out extras like new clothes, shoes and accessor-

ies during they recession,

they can"t cut out toiletries or cosmetics, which cover everything from soap to toothpaste to skincare products. Even the “extras” in the category, like nail polish, lipstick and eyeliner, are a cheap splurge during dire

economic times. Pantene Pro-V, a shampoo brand, was the category"s biggest adver-tiser, placing 346 ads across a wide variety of magazines, 46 of them. CoverGirl Blast Collection, Crest, OPI Nail Color and Procter & Gamble rounded out the top five magazine advertisers in the category, according to MediaRadar. # # The majority of the toiletry and cosmetic ads went to women"s fashion and beauty titles, which have held up better than their other

magazine counterparts. It

was one of just two magazine categories tracked by Media Life to see ad page gains last year, the other being Hispanic titles. “Audience and circulation trends are also very strong for maga-zines in this sector and that will continue for some time,” Janson says. “The print editions still offer the reader a magical experience rich

with lush photography and heavier paper stock, that is not so easily re-imagined on the web or a tablet app.” # Janson says that toiletries and cosmetics have continued strong advertising into first quarter, where the category is help-ing to drive more ad page gains for women"s fashion and beauty titles. “Advertis-ers in this category clearly see the benefit of associa-ting their brands with context-ually relevant content. We have also seen a number of new launches and line extensions in this category, which has helped fuel some of the growth, especially in the men"s sector,” says Janson. # Allure captured the largest share of toiletry and cosmetic advertising last year with 1,117 pages, including 40 pages from Revlon and 25 pages from Pantene Pro-V. In Style, Elle, Cosmopolitan and People rounded out the top five. Of note, People en Espanol finished with the 10th most pages in the ad category, underscoring advertisers" desire to better connect with Hispanic women.

If you continue to do what you did before, you are going to get what you got. And that’s not good.


# Nielsen took a look at James Bond as the Academy Awards high-lighted the film series. What they found was very interesting. # First, consumers have purchased 1.5 million digital copies of Adele"s Oscar winning them song to !Skyfall", which is almost as many digital tracks as the rest of the top 10 songs combined (1.7 million digital tracks purchased). # Second, Paul McCartney"s !Live and Let Die" is the only pre-digital era Bond song on the top five list. It is the fourth best selling Bond title track as consumers had purchased 269,000 digital tracks. # Consumers have purchased 453,000 copies of the !The Best of Bond" soundtrack, the most purchases among all James Bond sound-tracks, ahead of the soundtracks for

!Tomorrow Never Dies" (117,000 copies purchased) and !GoldenEye" (116,000 copies). # One of the most amazing findings is that !Skyfall" released on February 12, 2013, is already the highest-selling DVD so far this year. # For the record, the top 10 James Bond title tracks by digital track purchases are: Purchases # Title Artist (000) #1 !Skyfall" Adele !Skyfall! 1.552 #2 !Quantum Solace! Alicia Keys !Another Way To Die! 318 #3 !Casino Royale" Chris Cornell !You Know My Name! 290 #4 !Live/Let Die" Paul McCartney

!Live & Let Die! 269 #5 !Die Another Day" Madonna

# # 232 #6 !Spy Who Loved Me" CarlySimon

!Nobody Does It Better! 213 #7 !A View to a Kill" Duran Duran !A View to a Kill! 149

#8 !Goldfinger" Shirley Bassey

!Goldfinger! 81

#9 !Dr. No" John Barry

!James Bond Theme! 52

#10 !Diamonds Are Forever!

Shirley Bassey 51

The Top 5 Best Selling

Soundtracks Are:

Rank Title Album Purchases

#1 !Best of Bond! 453,000

#2 !Tomorrow Never Dies"

1997 117,000

#3 !GoldenEye!

1995 116,000

#4 !Die Another Day!

2002 107,000

#5 !The World Is Not Enough!

1999 60,000

The Top 5 Best Selling Discs

Rank Title Year Released

#1 !Casino Royale! 2006

#2 !Die Another Day! 2002

#3 !Quantum of Solace! 2008

#4 !World is Not Enough! 1999

#5 !GoldenEye! 1995 Note: As of 2012. Based on unit

sales since 2000, the first year

Nielsen began tracking DVD sales.

Data does not include Walmart.

Ma

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6, 2

01

3

CINEMA NOW


Giving Credit Where Credit Is Due: From an article in Nielsenwire 022213with thoughts by Lance

CINEMA NOW THE 1ST SCREEN

007 BY THE NUMBERSjames bond is big in music and disc sales

!The Twilight Saga: Breaking Dawn Part 2" IS COMING TO THE U.S. NOVEMBER 16th. Will your brand be on the big screen?

‘Jack The Giant Slayer’ was #1 domestically with $27.2 million this past weekend & ‘Hobbit’ went over $1 Billion worldwide, 70% coming from international box office.


# A new report from research firm IDC predicts that 86% of shoppers will access a retailer"s site on their mobile device while shopping in a retail store. Seventy-one percent of those surveyed predict the mobile wallet will “permeate” the consumer experience in 2013.$ Mobile devices are now a closed ecosystem for content consumption, product discovery, payment execution, and... most opportunistically... value exchange between marketers and potential customers. # Mobile offers and promotions are quickly becoming a must-have for retail marketers. Yet before committing to a strategy, it is crucial to define whether the goal is to new customer acquisition or retention of existing ones. # Distributing the offer! Location has become the easiest and most obvious way of targeting consumers and delivering a hyper-relevant, engaging mobile offer. # # The amount of ad inventory for location-based mobile advertising is still limited, so it is important to resist the urge to dive too deep with audience segmentation just yet. # # Today, if I segment a group of consumers who are within a certain

geographical location, then overlay it with 18-24 year-old females, the group invariably gets too restricted to positively impact my sales. # Make location the primary context for offer targeting, and the relevancy that drives should be enough to drive higher than average response. # # # Engaging with the customer! While you will want to focus on location only, it is possible to customize and change the campaign as you gather more data. Changing the day of the week – or even the time of day – can make a campaign more effective. # Another way to increase engagement with the customer is to think beyond purchase as the only conversion factor. # Redeeming a test drive or free sample could take the customer one step closer to purchase, meet your early success metrics, and minimize considerations for point-of sale data integration. # Starting a dialogue with the consumer, especially for higher price point items, while using location as the initial and ongoing relevancy, can be hugely impactful on the longer-term relationship. # # # # #

Closing the loop at point of sale! It is quickly getting easier to correlate the disparate data captured about a mobile consumer: where you first engaged them, how far from the store they showed an intent to convert, time from intent to conversion, how they behaved in the store and what else they bought. # Attributing purchases to marketing strategy is now becoming possible at scale, allowing for optimization of ongoing marketing tactics based on concrete cost-per-acquisition measurement by the merchant. That data, combined with measurable loyalty data, creates a meaningful ongoing dialogue with the customer post-purchase. # As mobile content consumption continues to cannibalize other digital channels, and the associated ad space becomes the best way for you to reach consumers, focus on mobile as the key to your digital marketing strategy going forward. The location relevancy it can provide, the cost efficiencies it currently supports, and the ability to track through from digital response to physical conversion make mobile the likely winner for future retail marketing. Master mobile and you will grow your checkout line.

The more you know about mobile, the better chance you have of reaching her. ”If you don’t have a mobile strategy, you don’t have a future strategy.” Eric Schmidt, Executive Chairman, Google


Giving Credit Where Credit Is Due: From an article in mobiledaily .com 022713 by Greg McAlliserand thoughts by Lance

M

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h 6

, 2013

TRACKING MOBILE OFFERS FROM EYEBALL TO PURCHASE

“I am always doing that which I cannot do, in order that I may learn how to do it.” Pablo Picasso

Check out my blog at http://sophis1234.tumblr.com/

This week

features “She

Has Changed

And Most Don’t

Realize It Yet”

Check it out

today.

MOBILE FIRST

“This is not a trend but a fundamental shift in how we consume media. There is a mobile component to everything your

audience does and you need to plan accordingly.” Rachel Pasqua

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