Paul Miser
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HUDSONROUGE.COM ~ 257 PARK AVENUE SOUTH, 20TH FLOOR, NEW YORK, NY 10010 ~ (212) 845-0500 1 Lincoln’s Digital Drives Brand with Content NEW YORK | DETROIT | SHANGHAI | TORONTO | MEXICO CITY
Transcript of Paul Miser
HUDSONROUGE.COM ~ 257 PARK AVENUE SOUTH, 20TH FLOOR, NEW YORK, NY 10010 ~ (212) 845-05001
Lincoln’s Digital Drives Brand with Content
NEW YORK | DETROIT | SHANGHAI | TORONTO | MEXICO CITY
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• INNOVATION IN CONTENT
The Situation.
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4
New Audience
Messaging Gap
Content Needs
Strategy.
Elastic Campaign Development.
TIME
Funnel Management
Audience Segmentation
Sequential Messaging
Awareness
Interest
Consideration
Opinion
Purchase
Shop
Funnel Manageme
nt.
Segment 1
Segment 2
Segment 4
Segment 3
Mass Media Audience Segmentat
ion.
Sequential
Messaging.
Content.
Awareness
Interest
Consideration
Opinion
Purchase
Shop
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Results.
2X +4-6%Online
Shopper Counts
Point Increase in KBA
Conversion Across
Segments
3 of 5Weeks at #1
in Conversation Share for the
Segment
Opportunity for Optimization.
Key Takeaways.
Elastic Ideas
Plan for Unplanned
Content is King**
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