Keynote: Marketing & Media at the Speed of Culture
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MARKETING AT THE SPEED OF CULTURE December 8 th , 2015 Charlie Swift
Transcript of Keynote: Marketing & Media at the Speed of Culture
MARKETING AT THE SPEED OF CULTUREDecember 8th, 2015Charlie Swift
1690-1990US MARKETING CHANNELS
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0 177
5 184
7 192
0 194
1
18001700 1900
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7 197
1 198
9
Tiffany’s Blue Book Catalog
1st Newspaper Public
Occurences(Boston)
US Postal Service
FoundedTown & Country
Magazine
1st Radio Broadcast
KDKA - Pittsburgh
7-1-41: Day One
Commercial TVWNBC -
Brooklyn
“1-800”
EstablishedAT&T
CommercialEmail
Pay TV
eMail:ARPNET
@
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2
1953: “Marketing Mix” Neil Borden1964: “4Ps” Jerome McCarthy
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6
2000
188
0
Hearst
1990…US MARKETING CHANNELS
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3 199
4 199
8 199
9 200
4
19951990 2005
200
5 200
6
1st Web Browsers
1st Commercial Text
200
7
2000 20152010
201
0 201
1
1st DVR/Digital TV
200
9
ApplePushNotifications
200
3
Mobile>50% (emarketer.com)
Avg American @4 Devices
(Nielsen)
2000
CHANNELS PEAK BUT NEVER DISAPPEAR
TV Peak: 1952 – “I Love Lucy”: 67 Share… … Sunday Night Football currently #1 at 12.3 Share (Nielsen)
…Over 400 shows available (broadcast + streaming) (NY Times)
Newspaper Peak: 1984 – 63MM Circulation… (NAA)
… Currently at 40MM in US, Only 29% read paper daily
Direct Mail Peak: 2000 – 103B pieces of 1st Class Mail… … Down to 78B by 2010 (USPS)
Desktop Ad Spend 2013 – $32B … Mobile at$11B… 2016 Projection at $21B, Mobile at $41B (EMARKETR.COM)
BIG DATAYES IT MATTERS IN ALL THE CONFUSION…
… BUT ONLY IF YOU HAVE A CUSTOMER ENGAGEMENT STRATEGY
MARKETING CHOICE EXPLOSION
EMAIL REMAINS AN IMPORTANT
ELEMENT OF ANY MARKETING STRATEGY
EMAIL IS THE BIGGESTDIGITAL CHANNEL
Facebook Email WebsitesTwitter
1.28 billion
300 million
3.9 billion
919 million
183 billion messages
3.3 billion searches
757 milliondaily active
users47 billion
Page views
ACTIVEACCOUNTSDAILY ACTIVITY
2013—Data from Radicati, Yahoo, PR Newswire, Business Insider, Twitter, Netcraft, and Daily Mail
500 milliondaily tweets
EMAIL VOLUME GROWING
EMAIL EXISTS WITHOUT SOCIAL
SOCIAL DOES NOT EXIST WITHOUT EMAIL…
…HOW ELSE WOULD YOU RETRIEVE YOUR PASSWORD
EMAIL:1. COST EFFECTIVE CHANNEL 2. CUSTOMER IDENTIFICATION KEY REPLACING POSTAL ADDRESS AS THE PRIMARY POINT OF LINKAGE
THE CHANNEL A TALE OF TWO EMAIL STRATEGIES
1 – CURATED CONTENT – HIGH ENGAGEMENT2 – MASS MARKETING – HIGH TOUCH
HIGH ENGAGEMENT: EMAIL AS A WEB PAGE
• Mobile optimized• Targeted/Curated Content• Embedded Video• Social sharing links• Dynamic Ad Network
CURATED CONTENT
Countdown clock drives immediacy of action
Scrolling cover build creates visual engagement
Visually bold call to Action
Hurry! Offer expires in 8 days 15 hours 01 minutes 28 seconds
HIGH TOUCH: TRADITIONAL DIRECT MARKETING
MASS MARKETING
MANAGING EMAIL IN THE NEW PARADIGM –
ORGANIZE VS UNSUB
FOCUS GOING FORWARD:1. CUSTOMER IDENTIFICATION
2. MARKETING AUTOMATION
3. LOCATION BASED MARKETING
… EMAIL HAS A ROLL IN EACH
THE IDENTIFICATION HANDSHAKE
EMAI
L O
PEN
PIXE
L D
ROP
IDENTIFICATION:DATA ONBOARDING & OFFBOARDING?
MARKETING AUTOMATION: TRUE ON & OFFLINE INTEGRATION
• 360˚ Customer Interaction, not just digital channels……Direct mail, Email, Social, SMS
• Cross channel journey management• Triggered based execution• Multiple source data merge/purge…
Outside lists, E-stores, Advertisers, etc.
MARKETING AUTOMATION: OUR STARTING POINT
RFP Manager Data PlatformDB Manager
MSP Candidates
LOCATION BASED MARKETING…
…JUST GETTING WARMED UP
EMAI
L
IDFA
Beac
on • Retailer Based• Elle• Barnes & Noble
• Geo Based• Food Network• Amazon eStore
• Individual based• Marie Claire• LiveRamp
