Marketing's New Era
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How content, purpose and experience are driving the new marketing mix. Marketing's New Era was delivered at Super Content Marketing 2015 in Stockholm.
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Marketing's New Era
- 2. @jonobean ”Right now, marketing as a function is at an inflection point between what we’re comfortable with, what we have permission to do, and what’s possible.” Eduardo Conrado SVP and Chief Innovation Officer Motorola Solutions.
- 3. @jonobean We are in the trust business … but trusted sources are changing Online Search Engines 72% Traditional Media 64% Hybrid Media 63% Social Media 59% Owned Media 57%
- 4. @jonobean And so are the people we trust online 53% 72% 70% 60% My friends and family An academic expert Companies I use Trusted 52% A journalist Employees of a company Neutral 46% 45% 40% 34% 32% A company CEO A well-known online personality Elected officials Celebrities Brands I don’t use Distrusted
- 5. @jonobean Who tells your story best?
- 17. @jonobean 88% of companies report undergoing a digital transformation 25% have mapped their digital customer journey and have a clear understanding of new or underperforming digital touchpoints. however, only
- 18. @jonobean 80% of strategists surveyed report their companies are investing in improving processes that expedite change to digital properties, such as websites, mobile and social platforms. 46% aim to overhaul customer service to meet the expectations of digital customers however, only
- 20. @jonobean Concentrate on owned and earned media
- 21. Marriott wants to add 30,000 rooms in 2014. We will add that in the next two weeks. – Brian Chesky, CEO Airbnb ”
- 22. @jonobean
- 24. @jonobean
- 25. @jonobean 700,000 likes 50,000 followers 28 million passengers 3.5 million loyalty subscribers 100 million web visitors
- 26. @jonobean ”I asked myself why I should spend money externally in the magnitude I do now when I have all these customers so close to me. Should I pay somebody else to expose my messages, or should they pay me to communicate on one of my platforms?” Stefan Hedelius VP Marketing & Brand SAS
- 27. @jonobean
- 29. @jonobean Now let me introduce you to Kerstin and #MynewsdeskNow
- 30. @jonobean
- 31. @jonobean
- 33. @jonobean Jerry Silfwer Maria Gustafsson Anders Lundkvist Anita Rissler Karin Zingmark Ambassadors
- 34. @jonobean 20,773 newsroom views 83% desktop users 17% mobile users Platform Consumption #data&insights
- 35. @jonobean 200m people Earned Media Reach #scale
- 36. @jonobean $5 million Earned Media Value
- 37. @jonobean Sales Leads increased by 60%
- 39. @jonobean Owned and Earned Content is key
- 40. @jonobean Agencies = creativity + resources
- 41. @jonobean Realtime content doesnt have to be difficult
- 42. @jonobean Dare to try new things
- 43. @jonobean A campaign is not enough
- 44. @jonobean “Success is the ability to go from one failure to another without the loss of enthusiasm” Winston Churchill @jonobean
- 45. @jonobean We can’t stay married to yesterday and we can’t be afraid of tomorrow. Eduardo Conrado SVP and Chief Innovation Officer Motorola Solutions.
Editor's Notes
- From the Experiences – The 7th Era of Marketing by Robert Rose & Carla Johnson
- PR for me has always been developing and maintaining trust – more effective than our marketing brothers and sisters Edelman Trust Barometer - First time this year – Search Engines overcame Tradition media – but what are search finding made up of Owned media still at the bottom – even though the content marketing push is on – that will change me thinks as brands up the game with branded content
- Others still tell your story best Friends & family – People like me Academics Companies I use – huge customer service opportunity But many still think that a CEO, celebrity, personality tell the story best And brands I don’t use are still the ones doing a lot of the content marketing – high trust barrier
- Anyway with Content Marketing I think we need to be very clear what it the goal
- Importance of using data in our decision making Much has been talked about big data – I say start with small data like traffic, time on page, social shares, CRM/Influencer segmentation and email opening rates If you don’t like data – and lets face many people don’t get someone on your team that does
- This is where outcomes over outputs comes in – knowing the business impact of your actions This is about using the science and data This is about as a communicator having an input on what a company does – not just what it says
- We know this this is our core are of comptence We need to take the lead in corporate story telling in a digital age One key important thing around this – is do you really know why your company exists And What Business are you really in – Marketing Myopia – Theodore Levitt 1960
- The key to survival in a digital age As the PR profession has evolved we have made things more complicated From strategies, to tactics, to business models - simplify
- Speed is the only currency in business today Are you faster and smarter than you competitor Using realtime communication you can differentiate and win against the competition
- Marketing 2020 – Largest survet of marketing leaders identified purpose as a key success factor Companies with a purposeful positioning outpefformed their competitors in terms of total shareholder returns Unilever Sustainable Living – Double size of the business whilstincreasing sustainability, reducing environmental impact and improving social impact One of the things I am most proud about at MND is our social innovation Project giving over €1m of our product and people time to over 100 non-profits as we believe changing the world through the power of communication is possible
- Lynda.com $1.5b acquisition of Linkedin
- The Brand experience will become key going forwward – You are in one now. You are and have all day been experiencing Mynewsdesk. This includes everything from commununication / your organisation / your offering / and your purpose – with you the user at the centre It’s digital and its Physical – Digital is a mindset Not a technology From the Experiences – The 7th Era of Marketing by Robert Rose & Carla Johnson
- Altimeter report on the state of Digital transition 88% of respondents had admitted to going through a digital transformation – only 25% had actually mapped the digital customer journey
- All started with digital platform development but hadn’t thought about customer service 80% of respondents had admitted to implementing digital change projects – Processes or websites, mobile, social apps – only 46% aim to overhaul customer service to meet the needs of the digital customer
- The Converged Media Imperative - Altimeter (Rebecca Lieb and Jeremiah Owyang) Paid, Earned, Owned Media - 2012 Decades of Traditional media companies and business models have lead all marketers to concentrate on Paid Media Now with the advent of the internet disrupting all traditional media models and the developments in search, mobile and social media - Owned & Earned are more important than ever before Marketing budgets will not change - in fact my prediction is that they will increase as technology enters the marketers toolbox but the the focus of spend will shift Those with the skillets in owned and earned media will be well positioned BERLIN – 70 European CMOs 95% paid to 3% owned 2% Earned / 75% Paid, 20% Owned / 5% Earned AS COMMUNICATORS IF YOU CAN TAKE ADVANTAGE OF THE EARNED MEDIA AT YOU COMPANY YOU WILL HAVE A PAYRISE AND A NEW BUDGET
- Thats where you are about to get 25% of marketings budget from or what you should be fighting for. DO THE EXERCISE INTERNALLY PRs big opportunity
- Content Marketing is for both the Disrupters and the Disrupted
- Pineapple by Air bnb – Print Magazine – 25m + guests and 1m listings Two films by Marriots Content Studio French Kiss – Launched next month – 47 million loyalty member (across channel) Two Bellman – launched late last year – already 5 million views on youtube
- 1: Start off with reddit tweet 2: Video 3: Newsroom + LP 4: statistics (SCREEN GRABS) leads Reach (200m) Advertising equiv. 5m dollars learning Purpose driven story telling Agencies = creativity + resources Dare to try new things – reddit page
- People like you – Communications Managers – CMO Microsoft Sweden / Seniornet Sweden Anita Academic – Anders Communications Thought leaders – Jerry & Maria with large audiences
- 1: Start off with reddit tweet 2: Video 3: Newsroom + LP 4: statistics (SCREEN GRABS) leads Reach (200m) Advertising equiv. 5m dollars learning Purpose driven story telling Realtime content doesnt need to be difficult Owned and Earned Content is key Agencies = creativity + resources Dare to try new things – reddit page A campaign is not enough
- 1: Start off with reddit tweet 2: Video 3: Newsroom + LP 4: statistics (SCREEN GRABS) leads Reach (200m) Advertising equiv. 5m dollars learning Purpose driven story telling Realtime content doesnt need to be difficult Owned and Earned Content is key Agencies = creativity + resources Dare to try new things – reddit page A campaign is not enough
- Owned and Earned Content is key Having a destinatoon – driving traffic and engagement Doing media and influencer relations both the traditional – PR agency sell in and new way influencer networks and community platforms
- Pay tribute to Edelman Deportivo Clearly they are attracting the right creative talent But they need to be managed well
- Camera strapped to kerstin Twitter and Instagram account Location and heart rate data
- Dare to try new things – reddit page Why had we not taken into consideration this community site 174m monthu uniques and over 6 billion page views Tip for international coverage – use Reddit – its the headline which catches attention ”as ever”
- A campaign is not enough Long term asset Now we have destination to build on Purpose driven story telling will be a the centre of our strategy to go forward Sometimes it takes a cmpaign to prove initial success and give you something to build on I WILL leave you with two quotes