the move to managing audiences in an agile marketing world
DESCRIPTION
Consumers are empowered more than ever, which is shifting the value exchange between brands, media companies and consumers. Brands must rethink their overall approach to shift from the old, 'broadcast' paradigm to a much more targeted and 1:1 approach. This presentation provides a framework for Audience Experience Planning and how to apply traditional CRM methods and approaches to traditional media.TRANSCRIPT
THE MOVE TO MANAGING AUDIENCES IN A MODERN MARKETING WORLD The increasing need to bridge tradiAonal media and CRM
SC IENCE | CREAT IV ITY | TECHNOLOGY !
TradiAonal markeAng approaches have not kept up
and changing consumer engagement. with modern markeAng technologies
Marketers have been treaAng media like a faceless mass channel, ignoring the opportunity to treat all media like a targeted, 1:1 dialogue.
Discipline Silos Are DestrucAve
Qualitative Insights!
Campaign Idea!
Brand Tracking!
Brand Strategy!
Traditional Media!
Brand Digital Public Rela2ons
Optimization!
Campaign Implementation!
Website Reporting!
Websites!
‘Digital’, Social?!
Media
Post-Reporting!
Campaign Plans/Buys!
Campaign Reporting!
Media Strategy!
Integrated!
Survey!
Campaign Implementation!
Monitoring!
Social, Events, Relations!
Integrated?!
IntegraAon does not exists and separate objecAves and execuAonal prioriAes conflict with an overall consumer experience and does not provide a holisAc view of campaign performance.
The MarkeAng Landscape Baffles
The markeAng toolbox is large and confusing on how to choose, implement and gain value out of the appropriate technology stack.
Source: Luma Partners
47%
Marketers and their partners are not equipped to interact with customers in real-‐Ame, with centralizaAon of data being a core dependency most do not have.
MarkeAng Agility is an Oxymoron
of AdverAsers cannot interact in real-‐Ame.
The Media Landscape Confuses
The sheer volume and methods in which a marketer can purchase impressions have become massively complex, with few partners offering a honest and unbiased view of how do do it most efficiently.
Source: Luma Partners
29%
ProgrammaAc Buying is Rising Fast Today’s pipe and brain is focused on driving down cost and driving up CTR, based on qualitaAve audiences that are not scienAfically based.
of digital spend will be RTB by 2017
We need to push to drive at a richer ingoing understanding of the target on a 1:1 or segment level and bidding on the quality of the person being exposed.
Marketers Need to Buy People Marketers and their partners are not equipped to interact with customers in real-‐Ame, with centralizaAon of data being a core dependency most do not have.
TradiAonal Media is Tipping The technology to apply RTB and audience level targeAng is becoming available in tradiAonal – the market must be ready for it.
Visible World’s programmaAc TV pladorm launched Jan 2013 and cable/satellite providers are offering hyper-‐targeAng through data mining customers.
Mobile is Changing the Landscape The integraAon of mobile into creaAve and buying strategies is providing marketers with truly localized and relevant messaging at the right Ame.
Source: hhp://everythingmobile.mobi/blog/11-‐the-‐effecAveness-‐of-‐mobile-‐markeAng
A new markeAng process is required.
The New MarkeAng Process FROM:
Targets • AssumpAons • QualitaAve • Mass • StaAc • ‘Insights’
Media • Impressions • Volume • ‘TargeAng’ • Cookies • Channels
Analysis • Weekly • Post campaign • Brand impact • ‘ROI’
TO:
Targets • Data mining • PredicAve • Segmented • Dynamic • Insights
Media • OpAmizaAon • Clusters • Hyper-‐targeted • People • Engagement
Analysis • Automated • Real-‐Ame • Brand relaAonships • ROI
The new markeAng process The New MarkeAng Process Leverage data to build segments, uAlizing paid and owned channels to hyper-‐target and opAmize in real-‐Ame.
INTELLIGENT SEGMENTING Now that we know individuals, we can build a profiles of the type of target segment that we want to communicate with, based on the value and needs of the segments.
TESTING & OPTIMIZATION CreaAon of mulA-‐variant tesAng against the chosen target segments to opAmize messaging response based on engagement.
HYPER-‐TARGETED MEDIA Hyper targeAng of segmenAng though ad placement across digital pladorms (social, mobile, display) – targeAng key segments and key drivers that may affect acAons
TIE TO MARKETING ROI Understanding the link between content interacAon and increased spend, brand affinity and loyalty
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
ConnectionsCost-per-likeLinear (Connections)Linear (Cost-per-like)
OPTIMIZED CONTENT STRATEGIES OpAmizing content across digital pladorms– managing key segments and drivers that may affect desired acAons.
PAID
PROMOTED CONTENT Hyper targeAng of segment though social ad placement – targeAng key segments and key drivers that may affect social acAons – AcquisiAon or RetenAon.
OWNED
Colt Steele
Colt Steele
Discipline silos are sAll a reality and are not going away
AdverAsing tools and technologies are confusing and have emerged too quickly for most to keep up with
Brands and partner agencies are not set up to deploy in an agile format uAlizing these tools and technologies
Agencies have not adjusted to the ability to build real, addressable target audiences in the tradiAonal world
The modern markeAng landscape is confusing and the promise of hyper-‐targeAng and 1:1 communicaAons is rarely acAoned.
In Summary:
The SoluAon:
Audience Experience Planning Understanding the audience at a granular level and taking advantage of the technology tools that are available to rebuild the markeAng approach from the ground up.
ENGAGEMENT MARKETING STRATEGIES
MEASUREMENT & ANALYSIS
AD TECHNOLOGY IMPLEMENATION
The Audience at the Core of Experience Planning, Technology at the Core of MarkeAng Strategy
AUDIENCE EXPERIENCE PLANNING
Understand audiences, build programs and deploy tools to automate tradiAonal markeAng acAviAes.
The SoluAon:
ApplicaAon of CRM to TradiAonal Programs
ProgrammaAc Planning/Buying
Audience Insights & Analysis Loyalty & Affinity MarkeAng • Database integraAon • Data modeling & mining • SegmentaAon & analysis
• Audience targeAng • 1:1 targeAng • LocaAon based targeAng
• Social value exchange • Social loyalty programs • Segment migraAon strategies
Content AnalyAcs • Campaign analysis • PredicAve modeling • MarkeAng automaAon
Tools: • Data scraping • Data mining • Automated passing of data (API, etc) +Tools:
• Rewards pladorm (gamificaAon, badges) • Social registraAon • Mobile applicaAons
AEP REQUIREMENTS:
Tools: • RTB Pladorms • Audience targeAng Pladorms • Direct markeAng pladorm
Tools: • PredicAve content analyAcs • MarkeAng automaAon tools • Dashboards and modeling engines
1. ANALYZE Get to know your customers and prospects and hypothesize/predict ways that you and improve your relaAonship
2. RECOGNIZE & PERSONALIZE Develop a systems to drive the value exchange between the consumer and brand, delivering personalized content that is highly relevant.
3. AUTOMATE Develop a systems to drive the value exchange between the consumer and brand, delivering personalized content that is highly relevant.
4. ANALYZE (over and over) Mine the data to understand how they are responding to markeAng acAviAes and what levers are working in building relaAonships.
Where to Start?
Thanks.
SC IENCE | CREAT IV ITY | TECHNOLOGY !
Paul Cowan [email protected] @cowanpkc cincmarkeAng.com