ITM - Delivering the Promise of Cross-Media with Premedia
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Delivering the Promise of Cross-Media with Premedia
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Inovação, Tecnologia e Marketing - A Revolução do Marketing. Customer behaviors are changing. Expectations are shifting. Today’s marketing communication buyers are looking to their traditional communications partners for new tools and channels that deliver on the promise of Cross-Media communications.
Transcript of ITM - Delivering the Promise of Cross-Media with Premedia
Delivering the Promise of Cross-Media with Premedia
AGENDA
• Innovation
• The Social-Media Media
• Features of Cross-Media
• Challenges and Solutions
• Show Me
WHO MOVED MY CHEESE?
• Shift Happens
• Media Trends
• Mass Media Bubble
INNOVATION STEPS
SHIFT HAPPENS
INTERACTIVE IS GROWING
BUT OVERALL SPEND IS FLAT
AS TRADITIONAL DECLINES
DIGITAL SPEND OVERTAKES PRINT
MASS MEDIA BUBBLE
AGENDA
• Innovation
• The Social-Media Media
• Features of Cross-Media
• Challenges and Solutions
• Show Me
“THE SOCIAL MEDIA”
MARKETER‟s USE OF SOCIALMEDIA
“I used to be in advertising.
Now I do things”
Razorfish Chairman, Clark Kokich• Customer experience is your brand
INCREASING NUMBERS OF FISH
Q: “ Willie, Why do you rob banks? ”
A: “ „Cause that‟s where the money is. ”
Willie Sutton
WHO DO YOU TRUST?
WHO DO YOU TRUST?A Family Member
WHO DO YOU TRUST?
A Close Friend
WHO DO YOU TRUST?
A Well Known
Celebrity
21
PEOPLE WANT RELATIONSHIPS WITH PEOPLE…NOT BRANDS
“Trust, but verify”
Ronald Reagan
It’s Just
“MEDIA”
Why does 1-to-1 Cross-Media work?
AGENDA
• Innovation
• The Social-Media Media
• Features of Cross-Media
• Challenges and Solutions
• Show Me
FEATURES OF CROSS-MEDIA
• Audience Segmentation
• Personalization / Relevancy
• Multiple Touch, Multiple Channels
• Measurable and Manageable
FROM EVERYONE - AUDIENCE OF ONE
WEB 2 EVERYWHERE
Create Once
Publish Often
FEEDING ALL THE CHANNELS
SOCIAL INFLUENCE
MEASURE THE RESPONSE - WHY?
Dilbert on Marketing
AGENDA
• Innovation
• The Social-Media Media
• Features of Cross-Media
• Challenges and Solutions
• Show Me
CHALLENGES AND SOLUTIONS
• Cross-Discipline
• Reducing Complexity
• Testing & Measurement
• Rinse, Lather, Repeat
• Launch and Learn
CROSS-DICIPLINES
• People
o Graphics Artists, Copywriters, Interactive Designers, Account Managers, Pre-Press Production, Direct Mail Experts, Programmers, Application Architects, Database Experts, System Administrators
• Technology
o Web Sites, Database Servers, Variable Data Print Engines, Workflow Management, Email Systems, Digital Asset Management, Ad Networks, Third Party API’s
USE MESSAGE ROADMAPS
To Reduce
Complexity
DEFINE AND TRACK TOUCHPOINTS
To Generate
Measureable
ROI
“If you can‟t measure it, you
can‟t manage it”
ROI = Return / Investment
• Returno Value of product sold (profit margin)o Value of Qualified Lead (projected sales)o Value of Customer Lifetime Loyalty (historically)
• Investmento Fixed Costs
• Campaign Research and Concept Development• Tactic Design and Implementation • Tracking and Measurement Tools
o Variable Costs• List Acquisition and Cleansing• Printing and Fulfillment• Offline and Online Ad Placement• Operation and Measurement
METRICS
• Cost Per Impression
• Cost Per Click
• Cost Per Conversion
A/B TESTING
Super CrunchersWhy Thinking-by-Numbers Is the New Way to Be Smart
www.bantamdell.com
The End of IntuitionWhy Thinking-by-Numbers Is the New Way to Be Smart
www.bantamdell.com
63% More likely you select Super Crunchers Ad
KEEPING SCORE
Low Value Mid Value High Value All
VDP Design A 2500/500/100
VDP Design B 750/490/195
Email A 5000/1000/250
Email B 5000/800/200 2500/400/150
Banner Ad 1 30000/250/50
Banner Ad 2 25000/250/70
AdWords 45000/500/40
$0.3/$1.7/$6.7 $1.4/$7.8 /$28 $11/$18/$45 $0.01/$5/$31
$23,210 for 1055 conversions or $22 each
RINSE, LATHER, REPEAT
• The Gilligan Effect
• Continuous Improvement
• Behaviors are A-Changing
• Test, Test and Test Again
LAUNCH & LEARN
• Identify unique segment behavior
• Use test results to refine message and designs
• Calculate individual tactic ROI
• Refine campaign for next cycle
• Or continuously improve midstream
A good player plays where the
ball is.
A great player plays where the
ball is going to be.
SHOW ME
• TrekkMaps.com
• Nordstrom Sign Shop
• Sheffield Bio-Science
• Shoup Manufacturing
TrekkMaps.com Campaign
TrekkMaps.com Web Site
TrekkMaps.com Direct Mail & Email
TrekkMaps.com RSS Feed
TrekkMaps.com Mobile
TrekkMaps.com Twitter
TrekkMaps Creating Buzz
TrekkMaps.com Facebook
TrekkMaps.com AdWords
TrekkMaps.com Banner Ads
TrekkMaps.com Google Analytics
Trekkmaps Quantcast
SHOW ME
• TrekkMaps.com
• Nordstrom Sign Shop
• Sheffield Bio-Science
• Shoup Manufacturing
SHOW ME
• TrekkMaps.com
• Nordstrom Sign Shop
• Sheffield Bio-Science
• Shoup Manufacturing
CAMPAIGN ROADMAP
LUMPY
• Personalized tablet bottle
• Invitation to visit URL
• Personalized QR Code
• Brief product teaser
DIRECT MAIL
• Personalized mailer
• Invitation to visit PURL
• Personalized QR Code
• Brief product benefits
HIGH VALUE
• Register for a Webinar• Request a sample• Request a meeting• Refer-a-friend
LOW VALUE
• Less likely to attend • Request a sample• Meet with us• Refer a Colleague
MOBILE VERSION
• Full working version of the micro-site• Accessible with the QR CODE• Many referrals to friends
SHOW ME
• TrekkMaps.com
• Nordstrom Sign Shop
• Sheffield Bio-Science
• Shoup Manufacturing
1. Photo
2. Thumbnail
3. Title/Headline
4. Subhead/Status
5. Summary/Miniblog
6. Part #
7. Price
3. Universal High-Back Seat
4. Black, water resistant cordura fabric is
suitable for both cap and non-cab
environment.
5. Features: Lumbar support, adjustable
armrests and upper backrest,
adjustable ball bearing slides, backrest
reclines and folds forward. Accepts
operator pressure switches
6. TS4270
7. $219.95
1.
2.
CONTENT IS STRUCTURED…
AND RESUABLE
WEB PAGE FEATURED PRODUCT
DIRECT MAIL
DIRECT EMAIL
RSS FEED
GOOGLE ADWORD
Shoup Featured Product
TS4270 - Universal High-Back Seat: Black, water
resistant cordura fabric $219.95 ea.
ShoupParts.com/TS4270
TWEET
PRODUCT PAGE
MOBILE ECOMMERCE
TAKE AWAYS
• Shift Happens – Keep Up
• Multi-Touch and Multi-Channel Works
• Cross Discipline Processes and Teams
• Continuous Improvement - Launch & Learn
Tomorrow
• What assets do we have and where is it?
• Establish a Structured Data Model
• Normalization and Cleansing Plan
• Create Prioritized Message Roadmaps
• List People and Tool Options (Internal/External)
• Discuss Build, Buy or Rent Decision
• Plan to Change Faster
"Technology will never replace people. People who use technology will replace people who don't."
NETWORK WITH ME
Jeffrey StewartPartner/Chief Technical OfficerTrekk Cross-Media
Email: [email protected] Handle: JeffreyAStewartFacebook: JAStewartLinkedIn: jeffreyastewartTumblr: jastewart.tumblr.com
