digital pulse summit - marketing with mobile in mind & its effect on social & content...
TRANSCRIPT
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MARKETING WITH MOBILE IN MIND: ITS EFFECT ON SOCIAL & CONTENT MARKETING October 10, 2013
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A. Troy Brown
• SVP, DSM (Digital/Social/Mobile)• 15 year Verizon/VZW Executive• Negotiated mobile content deals with:
• Tier 1,2, and 3 carriers
• UMG, Sony Music, EMI
• Lucas Films, Sony Pictures
• Former Co-Chair Mobile Marketing Association:
• Multicultural Consumer Committee• Advisor
• Express Mobile – Write Once, Publish to All Mobile Platform
• RUN DSP – Demand Side Independent Trading Desk
• FanKloud – Location Based Cloud Distribution Platform
entrepreneur evangelist developer producer
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TODAY
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Today’s consumers do not place digital, social, or mobile into silos - neither do we
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The DSM Landscape
Digital
Social Mobile
Today’s consumers move seamlessly through the converged DSM ecosystem
They expect seamless integration, and want their information and content instantaneously
They also want it catered to fit whatever device they are currently engaged with; with full functionality across all devices
A brand’s presence and persona must be consistent yet customized across all devices and platforms
These consumers are reporters and content creators that also live their lives with seamless
cultural integration and don’t move in one siloed cultural school of fish.
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Integration
Invitation
AggregationCommunication
Activation
DSM Consumer Engagement Journey
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“I would describe our strategy as 'Digital Back,' explaining: start in the digital world and build your way back to the rest of the marketing mix.”
“Our mobile strategy is very simple, its to follow consumers” Marc Pritchard
Chief Brand Building Officer
P&G
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“Brand storytelling is both an art and a science. If you’ve [delivered relevant, authentic experiences], your story can end up being the one that people love and more importantly remember.”
Davide Grasso VP Global Brand
MarketingNike
P9Mobile is pulling these forces of marketing together
Digital Marketing Traditional Marketing
MessagingBrowsingDownloadingCalling
(Advertising, Location, Commerce, Cloud, Data)
Mobile Is The Heart of Evolutionary Change
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Mobile Is Enabling A Vast Range of Experiences
Source: ABInBev (2013). “The Power of Mobile Innovation for Brands”
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Search
Web
Advertising
Apps
Social media Email
PersonalHow can we tailor the experience to you?
AdaptiveHow can we tailor the experience to where you are and what you need?
ValuableHow can we add value to your experience?
The Home Depot Approach
The Mobile Media Paths…Consider Them All
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Index of Mobile Marketing Services
• Mobile Advertising • Text• Display• Search• Rich Media• Video/Interactive Video
• Mobile Presence• Mobile Web
(traditional/responsive)• Mobile App
• Mobile Messaging• Text • Multimedia• Email• Push (in app)• Bluecasting
• Mobile Payments• Proximity Payments
• Mobile Commerce
• Scanning/Viewing• Response Codes• Augmented Reality• Nearfield Communications• RFID Tagging
• Enhancements• Location• Data• Loyalty• Social• Augmented reality• CRM• Content • Analytics & Measurement
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“There is a seismic change in
consumer behavior that is
linked to technology such as
social and mobile platforms.”
Howard SchultzStarbucks CEOJan 2013, NRF
Convention & Expo
Mobile Has Caused and Enabled An Irrevocable Change In Consumer Behavior
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Internet
Computers
Gaming
Music
Broadcast
Advertising
Credit
Mobile
Mapping
Telecoms
Theory by Tomi T Ahonen 2002-2013
Watch
BankingInsurance
Camera
Social Media
Understanding Change in Consumer Behavior and Macro Response
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Mobile’s Impacting Every Industry
WatchInternet
Computers
Banking
GamingMusic
BroadcastPrint
Credit
Mobile
Mapping
Telecoms
85%
60%
60%
35%
35%
60%
Theory by Tomi T Ahonen 2002-2013
Advertising
Camera
90%
The aggregate value of all these industries in 2012:
6 Trillion dollars
Insurance
Social Media
50%
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@somoglobal
@mobiledirect
September 10, 2013
2
7,094,284,785People
Source: http://www.census.gov/population/international/data/idb/worldpopinfo.php, June 2013
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@somoglobal
@mobiledirect
September 10, 2013
And We’re Increasingly Connected
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3,250,000,000Unique Mobile Users
(7.4B mobile connections,12.5b connected devices)
Source: https://gsmaintelligence.com/, Cisco 2013
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Media Has Evolved
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Media Consumption Has Evolved
Source: Navigating the new multi-screen world: Insights show how consumers use different devices together - Google Mobile Ads Blog. (n.d.). Retrieved September 19, 2012, from http://googlemobileads.blogspot.mx/2012/08/navigating-new-multi-screen-world.html?utm_source=Blog+subscribers&utm_campaign=f9f8a74760-RSS_EMAIL_CAMPAIGN&utm_medium=email
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Nature of Media Has Evolved
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Time of Day Matters
Source: Google, 2012; comScore: Share of Browser-Based Page Traffic by Hour for Computer, Smartphone and Tablet Platforms. comScore Device Essentials, U.S., Monday, Jan. 21, 2013
90% of media consumption acrossthe 4 digital screens (phone, tablet, TV, PC)
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Social Media & Neworking
U.S. consumer spends an average of 2 hours and 38 minutes per day on smartphones and tablets. 80% of that time (2 hours and 7 minutes), 24% in Facebook & social networking
Source: http://blog.flurry.com/bid/95723/Flurry-Five-Year-Report-It-s-an-App-World-The-Web-Just-Lives-in-It
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Source: http://blogs.denverpost.com/opinion/2013/08/09/cartoons-of-the-day-back-to-school/41207/
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Source: Google (2013). “How Mobile Is Transforming the Shopping Experience in Stores”
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Shopping has Evolved
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Numerous Media Paths and Enablers
Content Proximity
Messaging Browsing DownloadingVoice
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Mobile Tying Media Together
TV Radio Recordings Comms. Print Cinema
Source: Ahonen
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We are in effect in the most intense era of upheaval with the way we design, publish, and interact with content since the dawn of the web.
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content-centricmarketing:The ability to create and distribute a diverse array of dynamic, measurable content – all centered on a single, clearly articulated strategy.
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The Real World of content marketing and how enterprises are making it up as they go.
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86%of B2C marketers use content marketing
55% of consumer marketers plan to increase their content marketing spend.
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• Video• Custom Images• Animated GIF's• Cinemegraphs• Infographics• Instructographics• Whitepapers• Blog Posts• Syndicated content/
Press Releases• Podcasts• Webinars/Webcasts• eNewsletter• Social media• Games
Types of Content
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• Less than half of consumers trust paid advertising.
• 92% trust earned media.
• But… more than 60% trust owned media.
• Systems of Engagement that create content-driven experiences are powering this transition.
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Engagement is Imperative
• 60% of consumers that engaged with a brand through social channels are “significantly” more likely to recommend or purchase.
• “Fully Engaged” consumers represent an average of 23% premium in terms of ‘share of wallet, profitability, revenue and relationship growth”
• “Actively disengaged” consumers represent a 13% discount in this same measure
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Aggregation is the "pull”, Syndication is the "push”
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When rethinking content creation, one of the seminal steps taken must be making it multi-platform in nature.
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Give someone interested in your
services and offerings a place where they can view all of your
activity.
Content Aggregation
Brand Stream
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• People don't find or follow content in the same ways.
• Syndication allows us to upload one object and have it simultaneously appear across multiple networks.
• It's our job to serve as a bridge between the interesting content we create and those who are seeking it--in the networks where they are.
Content Syndication
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Leverage the community as a recruitment tool – from source to crowd source.
Content Amplification
• Utilize custom audience targeting
• Harness keyword traffic to push messaging to target demographic
• Leverage back-linking to augment and intensify the messaging around the release of new priority content
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Integration
Invitation
Aggregation
Communication
Activation
Integration
Invitation
AggregationCommunication
Activation
How It Works
All content & media should include a call-to- action with consumer WIFM
Submits info, joins the community, receives national/regional/local messaging
Gains exclusive access to exclusive events
Receives follow-up communication for
exclusive offers
Sees call-to-action on all paid/owned/earned lifestyle-relevant content & media
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It’s about creating your OWN audience that you can then monetize
It’s about an APPROACH – not a tactic – it doesn’t COMPETE with advertising, PR, etc.. It makes it Better…
It’s about creating QUALITY content that helps to create valuable customers
It’s about creating CONSISTENT content that drives value over the long term
It’s about creating content with a CALL TO ACTION – that creates measurability for the approach
