contextual marketing& the digital landscape7.8.2008 new media webcast

2

objective

• discuss the changing marketing landscape

• give a big picture view of why these changes are happening

• thoughts how we might work differently

• best-case consumer brand examples

3

first. the big picture.

the “science” of marketing is in the midst of being deconstructed. so we

need to unbundle the way we think about talking to customers, building marketing

plans.

rethinking theusual marketing conventions

4

integrating siloedmarketing activity

5

6

making the marketing partswork together as one.

interactivity as the power behind your communicative brand.

with a new digital focus.

7

8

clickthrough

websitebanner

ad

a new definition of interactive.

digital as the connective platform, “the hub”

that brings your marketing plans together.

for hybrid marketing solutions

9

“organic”social mediaword-of-mouthgrassrootsadvocacy

“constructed”ads - directpr - eventsco-op -

sponsorshipscustomer service

10

first step:rewiring the way

we think.

traditional

marketing

approach

massbroadcas

tblast

11

historicalmediabehaviors

attentive

engaged

12

historicalmediabehaviors

simplecaptive

13

media behaviors now

media & ads as a single product.

content and messaging

as an experience.

15

renaissance ideas,

best in class examples

Case 1:BMW

16

Branded Content

17

Product Engagement

18

Traditional Print

Target Media + Branded Media

20

Contextual

Placement21

Small Space Print

22

Source: 2008 Alexa

Online Ads

23

24

Campaign Microsite

Social Network Interaction

25

26

Customer Recognition

Case 2:Nike+

27

28

Microsite Hub

LikemindedBrand Partners

29

Branded Product Extensions

30

Branded Product Extensions

31

ContentIntegration

32

Social Tools33

34

Influencer Engagement

Blog35

Email &

Events

36

37

new solutions

38

"Brands being genuinely useful

to their customers, employees,

suppliers and the people they

touch.”

using interactive communication “hubs”

39

“organic”social mediaword-of-mouthgrassrootsadvocacy

“constructed”ads - directpr – eventsco-op -

sponsorshipscustomer service

40

conversational campaigns

doing more than advertising, creating value both big and small to give

people reason to care, and reason to commune with your brand.

across customer lifecycle

buy buy me?me?

conviconvincenceme?me?

worthworththinkithinki

ng ng aboutabout

worthworthengagengaging ing withwith

worthworthmymy

trusttrust

worth worth my my

moneymoney

41

42

letting people play

event

event

from siloed branding

brandbrandpurposepurpose

positioningpositioning

creative strategycreative strategy

singular messagesingular message

interactive

interactive

alternative vehicles

alternative vehicles

brand design

brand design

broadcast advertising

broadcast advertising

crm

crm

promotion

promotion

traditional media

traditional media

direct marketing

direct marketing

email & search

email & search

to contextual storytelling

brandbrandrelationshiprelationship

empathyempathy

media behaviorsmedia behaviors

decision processdecision process

playful engagements

playful engagements

dialogue

dialogue

web content

web content

invitation

invitation

unique aesthetic

unique aesthetic

relevant environments

relevant environments

distributed content

distributed content

contextual contextual placementplacement

& storytelling& storytelling

social influencers

social influencers

interactive experiences

interactive experiences

useful offerings

useful offerings

thank you

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