We’re All Divas Now: How to Reach High-Maintenance Consumers with Your Brand Story at SIC2013
0 likes•967 views
The document discusses the overwhelming volume of online content and data related to 'big data,' emphasizing the importance of understanding customer experiences through integrated planning and authentic storytelling. It highlights the need for brands to create memorable connections and optimize their marketing strategies across different platforms while addressing the complexity of audience engagement. It also raises questions regarding media integration, customer value, and effective measurement of marketing efforts.
We’re All Divas Now: How to Reach High-Maintenance Consumers with Your Brand Story at SIC2013
- 2. Big data buzz 112,000,000 Blog posts discussing big data 1,350,000,000 Search results for “What is big data?” (Yes, that’s billions) 120+ TwiDer accounts for big data 70,000 Wikipedia “big data” hits a month Source: IBM 2 million PDFs to read on big data 2010: 0 2012: 9,000 Job search results for data scienLsts
- 3. Every minute of the day… YouTube users upload 48 hours of new video Instagram users share 3,600 new photos The mobile web receives 217 new users Foursquare users perform 2,083 Consumers spend $272,070 on web shopping Email users send 204,166,667 check-ins Facebook users messages share 684,478 pieces of content Wordpress blog owners publish 347 new blog posts Twitter users send over 100,000 Tweets Brands and organizations receive 34,722 “Likes” Source: Domo
- 6. Experience framework Understand Marry digital and empirical research to understand passions, perceptions, and motivations Integrate Holistic thinking across all customer touch points leads to integrated planning Build The magic is in compelling creative and interactive assets that drive engagement Optimize Listening enables you to identify trends and optimize the marketing mix Customer Ecosystem
- 8. “People want People want stories. They stories. are rooting for They are us to give dying for them the right them thing.”
- 10. Make your brand personable
- 11. Identify authentic areas for storytelling
- 12. Don’t be everything to everyone
- 13. Know and respect your audience
- 14. DEFINE THE STORY Understand the brand and the story you want to share MAP BEHAVIORS AND KPIs Understand the behaviors you want to drive and the actions you want audiences to take Map the experience journey
- 15. Awareness (Mindset) Behaviors/Metrics Consideration (Needs) Behaviors/Metrics Trial (Expectations)
- 16. All journeys roll back up to the core story
- 17. MULTIPLE SCREENS = MULTIPLE TOUCHPOINTS COMPLEXITY - - - - - E-Marketer reports that between Q1 2102 and Q1 2013 tablet search grew 85% and mobile search grew 90% Multiple OS’s Multiple Screen Sizes Targeting complexity Attribution complexity App environments
- 18. EVERYTHING HAS AN ACTION AND A VALUE, EVEN IF IT’S NOT A TRANSACTION P A I D EMOTIONAL O W N E D AWARENESS AND BRAND ENGAGEMENTS – TYPICALLY FALL HERE P A I D O W N E D E A R N E D O W N E D P A I D LONG & DEEP SHORT & FLEETING DIRECT MEDIA TACTICS – TYPICALLY FALL HERE RATIONAL E A R N E D
- 19. CREATING A VALUE EXCHANGE “CREATING CUSTOMERS WHO CREATE CUSTOMERS” AUDIENCE + GEO + CONTEXT FOR THE PEOPLE • Establishing incremental value for participating or engaging with a brand DRIVING VALUE FOR THE BUSINESS • Igniting and capturing active demand • Attracting the highest yield customer • Using marketing as a service to enhance the customer experience • Provide access and assets – a reason to talk about you Source: P Drucker • Facilitating and leveraging advocacy • Enhancing brand perception and consideration
- 20. STORYTELLING WITH DATA Advanced Targeting & Attribution Modeling Do I need a DMP? How do I find high yield customers and maximize our media budget? Media & Platform Integration Access to Actionable Data Do I need to invest in mobile apps? Should I buy third party data? What about mobile and tablet display? If so, what data matters to our business? How can I set up a testing matrix? Process and Organizational Rigor How do I manage our social outreach authentically and at scale? What is my POE media budget mix? Defining KPI’s & Measurement Rationale What's KPI’s matter most…. reach, clicks, engagement, brand lift, filling retargeting pools, likes etc.?
- 21. INNOVATORS