As content marketing and brand publishing have grown by leaps and bounds, how can brands ensure a personalized experience that's relevant and meaningful to every consumer? Now more than ever, brands are challenged to create truly individualized content experiences at a global scale. This webinar covered examples and best practices for making content more personal and doing so at scale.
4. Harnessing digital connections to foster
deeper human connections !
is the highest opportunity of bridging the
digital & physical worlds!
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5. AGENDA!
• Trends driving connected experiences!
• What binds connected experiences?!
• Risks and rewards!
• Takeaways –fundamentals of connected
experiences!
• A peek over the horizon!
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12. Rise of streaming video spurs millions to ‘cut the cord’ (and its costs)
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13. Channel preferences vary widely, based on a myriad of factors
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Preferences vary based
on consumer’s unique…
• Needs/pain points
• Place
• Time
• Behavior
• History
• Culture
• Exposure to technology
• Influences, etc.
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But what ties so many
disparate touchpoints
together?!
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15. The glue that binds
Consistency Context
Content
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16. What ties so many disparate touchpoints together?
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Content is the unifying element of
how brands manifest across all
touchpoints. Content is the atomic
particle of all brand interactions, on
all channels, platforms, and devices,
online or offline.
CONTENT
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What ties so many disparate touchpoints together?
Context is the antidote to endless, noisy
media proliferation. Data helps companies
better understand customer context down
to the individual level, including (but not
limited to) personal, location, historical,
behavioral, cultural, social, technological,
and beyond.
CONTEXT
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What ties so many disparate touchpoints together?
Consistency in brand tone,
outreach, response, presence, and
culture. Expanding touchpoints
allows brands to pervade
consumers’ lives by providing timely
content, services, and utility
CONSISTENCY
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19. Home Depot ties dot.com shopping cart to in-store experience
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20. The bottle becomes the medium
By adding QR codes to bottles of Johnny Walker,
Diageo bridged in-store and social experience via
mobile. Individuals opt into the campaign’s
Facebook app and Diageo creates a unique
personalize-able video to commemorate Father’s
Day.
Diageo connects bottle to smartphone to social for a personalized
Father’s Day experience
21. Results
• 72% sales increase in 2 weeks before Father’s
Day
• Earned media impact 5X investment
• 100k increase in Facebook fans
• Global PR and industry coverage
• Permission-based opt-ins to CRM program, loyalty
program expanded
• 100,000 unique QR downloads
• Program expanded to 6 countries
• Increased loyalty, loyalty rewards
• Enabled mobile targeting linked to specific QR
code
• Increased supply-chain efficiencies
Cross-channel campaign drives earned media, sales & supply chain efficiency
22. MGM Resorts serves up recommendations based on guests’ location, interests
MGM Resorts sends notifications for nearby restaurants,
shopping, show deals, coupons, etc., via guests’
smartphones, based on geo-location, loyalty member
status, and preferences.
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23. Navdy is a heads up display system for drivers– relevant content only!
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24. The rise of mobile-free connected products will depend on new form
factors for content
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26. Harnessing digital connections to foster
deeper human connections !
is the highest opportunity of bridging the
digital & physical worlds!
#1to1content
27. Rewards
For brand and consumer alike…
• Increased relevance and context
• Greater visibility
• Greater utility (‘brands as service partners’)
• Happier, more engaged customers
• Data informs optimization opportunities (across customer and
product lifecycles)
• Increased loyalty
• Improved conversion, business results
• Market differentiation
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29. The ‘Phygital’ world generates
scores of new opportunities…
but it is not without risks
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30. Risks
• Attribution Impact
• Losing customers along their journeys
• Regarding mobile as a secondary channel
• Advertising-only mentality
• Annoying or creeping out customers > opt-out
• Higher possibility of friction in ‘offline’ contexts
• Under-use of content and brand assets
• Negative impact on brand sentiment/experience
• Ineffective (or unethical) use of data
• Wasted investments
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Key Takeaways
Five steps companies must take to prepare:
1. Foster a culture of content
2. Orchestrate across teams, internal and external
3. Plan and prioritize for digital transformation
4. Plan for media convergence
5. Plan for technology integration
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43. Elements of Strategic Content Distribu1on
BRANDS MUST
PERSONALIZE
content for consumer
interests and stages
BRANDS MUST
RE-ENGAGE
people to check out multiple
pieces of content
BRANDS MUST
ORCHESTRATE
content delivery across
digital channels
What are the key challenges to implemen-ng an integrated content
distribu-on strategy?
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45. Cross-‐device
matching
Unified Consumer Interest Profile
Device
ID
12893
Device
ID
92456
Cookie
ID
54761
Interac1ons with
your content
Interac1ons
around the web
Single
user
history
Across
devices
from
your
site
and
around
the
web
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47. On Site
recommends content
based on predictive modeling
Across the Web
retargets content to users across
display, mobile, social
Email
personalizes content delivered via email
newsletters
Case Study: Whole Foods Market
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1. As brands are crea1ng more effec1ve content, distribu1on is moving
to the forefront
2. Key challenges to strategic content distribu1on
• Planning across organiza;onal silos
• Crea;ng a single, unified customer profile
• Personalizing across channels and devices
3. Understanding your audience
• Content engagement metrics
• Strategic insights and analy;cs
Summary
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