How to drive engagement in an always on marketing world
•Download as PPTX, PDF•
25 likes•16,677 views
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.
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (16)
Similar to How to drive engagement in an always on marketing world
Similar to How to drive engagement in an always on marketing world (20)
Recently uploaded
Recently uploaded (20)
How to drive engagement in an always on marketing world
- 1. Increasing Relevance in an Always-On Marketing World Paul Cowan @cowanpkc © Paul Cowan 2013 - @cowanpkc
- 2. Content is King. So what is Queen? © Paul Cowan 2013 - @cowanpkc
- 3. Relevance. © Paul Cowan 2013 -@cowanpkc 2013- @cowanpkc
- 4. But this is not new. © Paul Cowan 2013 - @cowanpkc
- 5. Marketers has been trying to make their products stand out beyond the clutter… © Paul Cowan 2013 - @cowanpkc
- 6. But the world is changing. Time and attention is tougher to get and relevance changes in real-time. © Paul Cowan 2013 - @cowanpkc
- 7. Most brands aren’t set up to recognize and act on consumer interactions in real-time © Paul Cowan 2013 - @cowanpkc
- 8. This is resulting in brand messages that lack relevance and declining consumer engagement © Paul Cowan 2013 - @cowanpkc
- 9. So how do successful brands stand out? © Paul Cowan 2013 - @cowanpkc
- 10. Relevance. © Paul Cowan 2013 -@cowanpkc 2013- @cowanpkc
- 11. The formula is simple CONTEXTUAL RELEVANCE . + Its raining TARGET NEED I like to be dry SITUATIONAL RELEVANCE No shelter © Paul Cowan 2013- @cowanpkc
- 12. The formula is simple . I’m Contextual Relevance happy! Target Need Situational Relevance © Paul Cowan 2013- @cowanpkc
- 13. 3 BIG CHALLENGES 1. Fragmentation There are far greater communications channels for consumers to engage with, making brand storytelling difficult. 2. Creativity Marketers are not organized to create content 24/365 in an real- time manner. 3. Scalability Automating communications and creation of trigger based messaging based across channels is nearly impossible. © Paul Cowan 2013 - @cowanpkc
- 14. What marketers need to do… © Paul Cowan 2013 - @cowanpkc
- 15. ORGANIZE + CURATE + AUTOMATE © Paul Cowan 2013 - @cowanpkc
- 16. ORGANIZE © Paul Cowan 2013 - @cowanpkc
- 17. ORGANIZE Brands need to establish the right foundation for a more fluid planning and deployment approach © Paul Cowan 2013 - @cowanpkc
- 18. 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. © Paul Cowan 2013 - @cowanpkc
- 19. Start: Mapping the Journey Understand how customers and prospects are interacting with various traditional advertising and digital mediums to optimize messaging strategies. © Paul Cowan 2013 - @cowanpkc
- 20. Start: Lifecycle Management Aligning to the consumer lifecycle and delivering the right content, in the right place, at the right time, to the right person. © Paul Cowan 2013 - @cowanpkc
- 21. CURATE © Paul Cowan 2013 - @cowanpkc
- 22. CURATE Brands need to shift internal workflows and invest in content production to create a value exchange with consumers © Paul Cowan 2013 - @cowanpkc
- 23. Start: Brand Storytelling Invest 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. © Paul Cowan 2013 - @cowanpkc
- 24. Start: Amplifying Content Amplifying both brand and user generated content to drive greater reach, frequency and engagement across Paid, Owned and Earned channels. © Paul Cowan 2013- @cowanpkc
- 25. Start: Recognize and Reward As consumers engage with brand content, track engagement over time and reward behaviors that are generating positive value for the brand. © Paul Cowan 2013 - @cowanpkc
- 26. AUTOMATE © Paul Cowan 2013 - @cowanpkc
- 27. AUTOMATE Brands need to invest in data management systems and predictive models to scale content deployment and amplification. © Paul Cowan 2013 - @cowanpkc
- 28. Start: Real-Time Segmentation Building systems to integrate real-time social graph data with traditional segmentation to enable marketers to better understand consumer media usage and personalize content. © Paul Cowan 2013 - @cowanpkc
- 29. Start: Predicting Behavior Use of social data as a predictable tool for what will drive engagement with content, offers and overall brand stories that are created across channel. © Paul Cowan 2013 - @cowanpkc
- 30. 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-time reaction to market shifts and more active brand management © Paul Cowan 2013 - @cowanpkc
- 31. Thanks! Paul Cowan @cowanpkc © Paul Cowan 2013 - @cowanpkc