responsive marketing in a real time world

RESPONSIVE MARKETING BUILDING LIVING BRANDS IN A REAL TIME WORLD

David ArmanoGlobal Strategy Director@ArmanoDavid.Armano{at}Edelman.com

Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).

1 2 3Converged

MediaTransmedia Storytelling

Contextual &Cultural

Relevance

THREE MACRO TRENDS RE-SHAPING MARKETING TODAY

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DOVE REAL BEAUTY SKETCHESCONVERTING A COMPELLING STORY INTO THE WORLD’S MOST VIRAL BRANDED CONTENT

T R A N S M E D I A S T O R Y T E L L I N G

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THE MOST SHARED PIECE OF BRANDED CONTENT IN THE HISTORY OF THE WEB

4Dove is an Edelman client

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The story was revealed to be “marketing”

“The convergence of paid, owned and earned media has blurred the distinction between each.

You don’t need to design ads that look like editorial content. Great content is your ad”.

Richard Edelman, President & CEO

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C O N V E R G E D M E D I A

SOCIAL + SEARCH + CONTENT = VISABILITY & VIABILITY

Native advertising, social and mobile have forced once traditional marketing swim lanes to blur into each other.

Search engines and social sharing behavior further fuels the blur—while content becomes core to visibility and viability of a brand’s reach, influence and relevance.

PAID & EARNED

Native AdvertisingAmplified Earned

OWNED & SOCIAL

Websites/AppsE-mail

Social NetworksS

OC

IAL

SH

AR

ING

SE

AR

CH

EN

GIN

ES

CO

NTEN

TEARNED &

SOCIALTraditional Media

BlogsForums

7Inspired by Altimeter’s Converged Media Imperative

CONTEXTUAL & CULTURAL RELEVANCE

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Source: Edelman’s Modern Family study

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CULTURAL INSIGHT:

THIS IS NO LONGER HOW MANY FAMILIES SEE THEMSELVES

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CONTEXTUAL & CULTURAL RELEVANCE

11MEETS RESPONSIVE APPROACH TO ENGAGEMENT

PARDON OUR DISRUPTIO

N12

IT’S NOT ABOUT “A” SCREEN. IT’S ABOUT SCREEN(S)

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“Snackable” content that’s both social and mobile friendly, while ephemeral in nature can reach individuals and are designed to be shared.

ConAgra is an Edelman client

BUT…FOR MANY MARKETERS, THERE’S STILL ONE SCREEN TO

RULE THEM ALL 15

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U.S. ADVERTISERS WILL SPEND $66.35 BILLION ON TV THIS YEAR, UP FROM $64.54 BILLION IN 2012 AND SET TO RISE TO OVER $75 BILLION BY 2017

Source: E-marketer

of smartphone users access social media on their mobile device.

61%

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While the tech industry puts this screen first

PLANNING FOR BROADCAST LED MARKETING IS LINEARBY DESIGN

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EVOLVING THE LINEAR MODEL

STRATEGY &

PLANNING

CREATIVE & ”BIG” IDEA

EXECUTION

TESTING TESTING

Typical planning, creative and production activities for integrated marketing often takes a time intensive, linear path.

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IN CONTRAST, TRENDS MOVE MULTI-DIRECTIONALLY AND RAPIDLY IN A DIGITAL, SOCIAL & MOBILE CONTEXT

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WHAT’S HOT? 53% OF MARKETERS WORLDWIDE SAID THEY PLANNED TO MAKE GREATER USE OF REAL-TIME DATA IN 2013

Source: E-marketer

LAUNCHOPTIMIZELEARNADAPT

THE RESPONSIVE MARKETING MODEL:Multiple, iterative activation cycles overlay linear path and align with emerging trends while being responsive to changes in environment

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THE ORIGINAL RESPONSIVE MARKETER?

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IT’S BIGGER THAN BRANDED SOCIAL POSTS

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WOULD YOU SHARE?BRAND CONTENT IN SOCIAL NEWSFEEDS ARE NOW THE NORM.

BUT SHARING IS CARING...

WE’VE GOT THE BEAT…

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18 Guitar solos

HOURLY, DAILY, WEEKLY

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Rhythm

Guitar solos

STORIES BREAK THROUGHTHE CLUTTER:

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CONTENT IS CURRENCY

“Great content is your ad”. 28

GOING NATIVE:DIGITAL DISPLAY ADVERTISING IS UNDER ATTACK

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CONTENT

ADVERTISING

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CONTENT

ADVERTISING

DMI is an Edelman Client

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CURATED

CO-CREATED

ORIGINAL

SPONSORED

CONSUMER GENERATED

CONTENT YOUR BRAND DEEMS OF HIGHEST VALUE TO CONSUMERS

CONTENT WHICH IS CO-PRODUCED EITHERPEER TO PEER OR BRAND TO PARTICIPANT

CONTENT PRODUCED BY THE BRANDNOT TO BE FOUND ANYWHERE ELSE

CONTENT PRODUCED BY CONSUMERS WITHOUT THE BRAND’S INVOLVEMENT

CONTENT THE BRAND INVESTS IN FINANCIALLY OR LEVERAGESPAID MEANS TO PROMOTE

THE FIVE CONTENT ARCHETYPES

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CURATED & CONSUMER GENERATED

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ORIGINAL

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ORIGINAL

Kellogg’s is an Edelman client

”““GREAT STORIES HAVE ALWAYS HAD A WAY OF EARNING ATTENTION AND CONVERSATION. THE IMPERATIVE FOR BRANDS TODAY, IS TO TELL THOSE STORIES WHERE CONSUMERS PLAY AN ACTIVE PART OF THE STORY ITSELF.”BRANDY RUFFDIRECTOR, BRAND PRKELLOGG 37

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CO-CREATED

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SPONSORED

Technology(Paid products offered

by tech/social platforms)

Media(Paid content options offered

by media companies)

Display(Paid/traditional advertising

including display)

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WHEN SPONSORED GOES WRONG

Higher editorial standards increase the risk. Quality of content becomes increasingly critical.

ACTING LIKE A MEDIA COMPANY:

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BRAND JOURNALISM

RED BULL: BRAND AS MEDIA

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COKE: BRAND AS EDITORIAL

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ADOBE: BRAND AS PUBLISHER

44Adobe is an Edelman Client

AMEX: BRAND AS COMMUNITY

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Focus of the content is informative, relevant, entertaining and on brand

Activision is an Edelman client

““OUR SKYLANDER FANS HAVE GROWN UP IN A MULTI-SCREEN WORLD, WHERE THEY SIMPLY EXPECT TO INTERACT WITH THE CONTENT AND BRANDS THEY WANT, WHERE, WHEN AND HOW THEY WANT TO.  SO, WE'VE INVESTED IN WEEKLY ON-DEMAND VIDEO CONTENT ON YOUTUBE, THE NUMBER ONE SITE FOR” BOYS 6-11.”

JONATHAN ANASTAS,VP, DIGITAL, ACTIVISION

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RESPONSIVE BY DESIGN

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1. INFORMStrategy and tactics based on emerging trends and signals

2. PRODUCEContextually relevant and valuable content designed to be visible and viable

3. DISTRIBUTEContent via paid, owned, earned and shared distribution methods

4. EVALUATEPerformance of content aligned with pre-determined KPIs

5. OPTIMIZEAssets based on performance—more of what works and less of what doesn’t

BUILDING A RESPONSIVE CONTENT ENGINE

ORGANIZING FOR RESPONSIVENESS

ORGANIZATIONS MUST BE PREPARED, HAVE THE ABILITY TO “PUBLISH” DIRECTLY AND RESPOND THROUGH ENGAGEMENT AND CONTENT

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POSSESSABILITY TO

ANTICIPATE & RESPOND

POSITIONBRAND AS PUBLISHER

ESTABLISH A STATE OF

PREPAREDNESS

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ESTABLISH A STATE OF PREPARDNESS

CORPORATE

CONVERGED MEDIA BUDGET

PARTNERS

STAFFPROCESS

BRAND

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POSITION BRAND AS PUBLISHER1. IDENTIFY STRATEGIC GOALS AND OBJECTIVES

-New efficiencies-Reaching key audiences-SEO effectiveness-Targeting-Penetration

2. ALIGN WITH KEY PARTNERS

-Media companies-Technology platforms (CMS etc.)-Technology companies (Facebook, Google, etc.) -Agencies

3. TEST, LEARN & SCALE

-Pilots-Programs-Campaigns-Products

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POSESS ABILITY TO ANCITIPATE & RESPOND

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The Challenge: Getting a fragmented industry to speak and act as oneEXAMPLE: BRAND AS PUBLISHER

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INDUSTRY

CONSUMERSConversations Indicate opportunityto speak to stakeholders In a common voice

EXAMPLE: BRAND AS PUBLISHER

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PUBLISH ENGAGE CREATE ADVOCATES

A unified image supported by a strategy rooted in advocacy across multiple stakeholder groups

EXAMPLE: BRAND AS PUBLISHER

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NEWSROOM ENGAGES INDUSTRY WITH TIMELY, RELEVANT CONTENT& ACTIVE ENGAGEMENT

EXAMPLE: BRAND AS PUBLISHER

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“ ”“WE LOOKED AT EXPANDING OUR OVERALL APPROACH TO COMMUNICATIONS. BY USING TRADITIONAL, HYBRID, SOCIAL, AND OWNED, WE ARE STARTING TO REACH AUDIENCES WHERE THEY ARE AND MOVE THEM ALONG THE SPECTRUM OF ADVOCACY.”TOM GALLAGHERCEO, DAIRY MANAGEMENT INC 60

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RESPONSIVE MARKETING IN A REAL TIME WORLD

1. Marketing disrupted: Converged, content, context, convenience

2. (Really Good) Content = Currency

3. Responsive = Ready for anything—able to act and iterate

4. Content must be viewed holistically (content archetypes)

5. Building a responsive content marketing engine requires

planning, infrastructure and commitment

David ArmanoGlobal Strategy Director@ArmanoDavid.Armano{at}Edelman.com

Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).

RESPONSIVE MARKETING BUILDING LIVING BRANDS IN A REAL TIME WORLD