keynote: marketing & media at the speed of culture

MARKETING AT THE SPEED OF CULTUREDecember 8th, 2015Charlie Swift

1690-1990US MARKETING CHANNELS

169

0 177

5 184

7 192

0 194

1

18001700 1900

196

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

@

197

2

1953: “Marketing Mix” Neil Borden1964: “4Ps” Jerome McCarthy

184

6

2000

188

0

Hearst

1990…US MARKETING CHANNELS

199

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

QUESTIONS…

THANK YOUCHARLIE SWIFTCSWIFT@HEARST.COM