Connectedness Gets Personal - Adam Lavelle - iCrossing
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Transcript of Connectedness Gets Personal - Adam Lavelle - iCrossing
connectedness gets personal
adam lavelle, chief strategy officer
iCrossing client summit 2012
Connectedness
Connected marketing is an evolution
Transactional
Marketing
Brochureware
1.0
Channel
Optimizers
2.0
Consistency
Marketing
Connected
Marketing
3.0
Integrated
Marketing
Digital
“Experiences”
Va
lue
to
th
e B
usin
ess
Value to the Audience
eBusiness Coordinated
Marketing
Its art meets science
Its mad meets math
and it all happens
in a moment
moment – (physics): a tendency to produce
motion, esp rotation about a point or axis
What is a moment?
owning the moment
Which moments are worth owning?
Advertisin
g
First
Moment
of Truth
Point of Sale
The 3-7 seconds
when you are
staring at the
products on the
shelf
A.G. Lafley,
P&G
Second
Moment
of Truth
Use of Product
When you
experience
the product
A.G. Lafley,
P&G
Exploring
The online
decision-making
moment(s)
Jim Lecinski,,
Third
Moment
of Truth
Advocacy/WOM
What you say to
others about the
product
Pete Blackshaw,
Nestle
Source: Forrester
Source: Forrester
deconstructing a moment
Looking ‘inside’ a moment
Where is the moment being
experienced?
Who is experiencing the moment
and who is providing it?
What is the ‘stuff’ being offered up?
What intelligence is used to tailor the
moment, and what data is gathered?
How is this connected to other
moments in the audience’s experience?
making the moments matter
Buying attention alone is not sustainable A
tte
ntio
n
Time
Launch End Launch End
When bought media ‘goes dark’ there is no
conversation between the brand and the audience
Bought, earned, owned build value A
tte
ntio
n
Time
Bought
Launc
h
End
Bought
Launch
End
Bought
Launch
End
Earned &
Owned *
* To succeed, earned and owned have to be always-on
content
Leveraging the content continuum
Embracing the increase in ‘creation velocity’
Managing the connected marketing ecosystem
data
The science of matching content to audience
Content
• Media • Categories • Semantics
• Lifespan • User Generated
Context
• Competitors • Brands • Devices • Channels
• Socio-economics
Audiences
• Demographic Markers • Psychographic Markers • Media Exposures • Search History
• Site Behavior • Social Graph
The DMP is the emerging hub of digital
Style & Fashion -> Fashion -> Fashion News
Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry (I.S.=3.75) Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing (I.S.=2.83) Arts & Entertainment -> Recreation -> City Guides -> Los Angeles (I.S.=5.4)
Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing
News & Media -> Fashion Magazines
TargusInfo: Female; Exelate: Age 30-35, Travel Enthusiast; Bizo: Senior Executive, Business Traveler
High Net Worth Elle Subscriber – expires 2012/3/31
Fashion Addict Renewal Ready
Audience profiling in real time
• Securely collects, integrates, and analyzes the entire data portfolio
• Models data into custom audience segments
• Segments that are actionable in real time
Audience data provides benefits to the marketer
Performance (Direct Response)
Audience Reach (Brand Focus)
Data Alliances (Cooperative)
Audience Analytics (Attribution)
Status: ?
Age: ?
Lifestyle: ?
Life Stage: ?
DMA: ?
Intent:?
Status: Frequent Visitor
Age: 21-38, HHI: $100K+
Lifestyle: Mover & Shaker
Life Stage: Expected Mom
DMA: New York
Intent: Auto, Luxury Travel
Anne
We provide an extremely flexible platform
3rd Party Data
Offline Data e.g. CRM, POS
Ops Sales
Marketing Platforms • Ad Servers • Inventory/Yield Optimizers • Content Management • Site Personalization • Creative Optimization • Ad Networks/DSPs • Mobile Networks • Ad Exchanges/SSPs • Data warehouses
Data Monetization
• Data Exchange • Private Exchanges
Integrated Data Portfolio
Marketing
Website Data
Mobile Data
Social & Life Data e.g. Registration, etc.
Analytic & Insight
Digital Data e.g. Email, Search
moments are personal
let’s own your moments
thank you.