Contenu connexe Similaire à How to drive engagement in an always on marketing world (20) How to drive engagement in an always on marketing world3. Relevance.
© Paul Cowan 2013 -@cowanpkc
2013- @cowanpkc
5. Marketers has been trying to make their
products stand out beyond the clutter…
© Paul Cowan 2013 - @cowanpkc
6. But the world is
changing. Time and
attention is tougher to
get and relevance
changes in real-time.
© Paul Cowan 2013 - @cowanpkc
7. Most brands aren’t set up to recognize and act
on consumer interactions in real-time
© Paul Cowan 2013 - @cowanpkc
8. This is resulting in brand messages that lack
relevance and declining consumer engagement
© Paul Cowan 2013 - @cowanpkc
9. So how do successful brands stand out?
© Paul Cowan 2013 - @cowanpkc
10. Relevance.
© Paul Cowan 2013 -@cowanpkc
2013- @cowanpkc
11. The formula is
simple CONTEXTUAL RELEVANCE
.
+
Its
raining
TARGET NEED
I like to
be dry
SITUATIONAL RELEVANCE
No
shelter
© Paul Cowan 2013- @cowanpkc
12. The formula is
simple
.
I’m
Contextual Relevance
happy!
Target Need
Situational Relevance
© Paul Cowan 2013- @cowanpkc
13. 3
BIG
CHALLENGES
1. Fragmentation
There are far greater communications channels for consumers to
engage with, making brand storytelling difficult.
2. Creativity
Marketers are not organized to create content 24/365 in an real-
time manner.
3. Scalability
Automating communications and creation of trigger based
messaging based across channels is nearly impossible.
© Paul Cowan 2013 - @cowanpkc
16. ORGANIZE
© Paul Cowan 2013 - @cowanpkc
17. ORGANIZE
Brands need to establish the right foundation for a
more fluid planning and deployment approach
© Paul Cowan 2013 - @cowanpkc
18. Start: Agile Marketing
Brands need to establish the right foundation for a more
fluid planning and deployment approach that moves
away from campaign planning to agile teams that can
react and launch marketing programs.
© Paul Cowan 2013 - @cowanpkc
19. Start: Mapping the Journey
Understand how customers and prospects are
interacting with various traditional advertising and
digital mediums to optimize messaging strategies.
© Paul Cowan 2013 - @cowanpkc
20. Start: Lifecycle Management
Aligning to the consumer lifecycle and delivering the
right content, in the right place, at the right time, to the
right person.
© Paul Cowan 2013 - @cowanpkc
21. CURATE
© Paul Cowan 2013 - @cowanpkc
22. CURATE
Brands need to shift internal workflows and invest
in content production to create a value exchange
with consumers
© Paul Cowan 2013 - @cowanpkc
23. Start: Brand Storytelling
Invest in creation of teams that are editorial in nature,
acting like a newsroom to form and articulate brand
stories that are relevant to the audience.
© Paul Cowan 2013 - @cowanpkc
24. Start: Amplifying Content
Amplifying both brand and user generated content to
drive greater reach, frequency and engagement across
Paid, Owned and Earned channels.
© Paul Cowan 2013- @cowanpkc
25. Start: Recognize and Reward
As consumers engage with brand content, track
engagement over time and reward behaviors that are
generating positive value for the brand.
© Paul Cowan 2013 - @cowanpkc
26. AUTOMATE
© Paul Cowan 2013 - @cowanpkc
27. AUTOMATE
Brands need to invest in data management
systems and predictive models to scale content
deployment and amplification.
© Paul Cowan 2013 - @cowanpkc
28. Start: Real-Time Segmentation
Building systems to integrate real-time social graph data
with traditional segmentation to enable marketers to
better understand consumer media usage and
personalize content.
© Paul Cowan 2013 - @cowanpkc
29. Start: Predicting Behavior
Use of social data as a predictable tool for what will
drive engagement with content, offers and overall brand
stories that are created across channel.
© Paul Cowan 2013 - @cowanpkc
30. Consumer fragmentation is
increasing and the ability for
marketers to develop meaningful
connections with their customer is
more and more challenging.
Brands now have the opportunity to
evolve to a more agile marketing
model, empowering real-time
reaction to market shifts and
more active brand management
© Paul Cowan 2013 - @cowanpkc