how to drive engagement in an always on marketing world

© Paul Cowan 2013 - @cowanpkc

Increasing Relevance in an Always-On Marketing WorldPaul Cowan@cowanpkc

https://twitter.com/%23!/cowanpkc

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Content is King.

So what is Queen?


Relevance.

© Paul Cowan 2013- @cowanpkc


But this is not new.


Marketers has been trying to make their products stand out beyond the clutter…


But the world is changing. Time and attention is tougher to get and relevance changes in real-time.


Most brands aren’t set up to recognize and act on consumer interactions in real-time


This is resulting in brand messages that lack relevance and declining consumer engagement


So how do successful brands stand out?


Relevance.



The formula is

simple.

TARGET NEED

I like to be dry

Its raining

No shelter

CONTEXTUAL RELEVANCE

SITUATIONAL RELEVANCE

+


The formula is

simple.

Target Need

Situational Relevance

Contextual RelevanceI’m happy!


1.FragmentationThere are far greater communications channels for consumers to engage with, making brand storytelling difficult.

2. CreativityMarketers are not organized to create content 24/365 in an real-time manner.

3. ScalabilityAutomating communications and creation of trigger based messaging based across channels is nearly impossible.

BIG CHALLENGES3


What marketers need to do…


ORGANIZE + CURATE + AUTOMATE


ORGANIZE


ORGANIZEBrands need to establish the right foundation for a more fluid planning and deployment approach


Start: Agile Marketing Brands need to establish the right foundation for a more fluid planning and deployment approach that moves away from campaign planning to agile teams that can react and launch marketing programs.


Start: Mapping the JourneyUnderstand how customers and prospects are interacting with various traditional advertising and digital mediums to optimize messaging strategies.


Start: Lifecycle ManagementAligning to the consumer lifecycle and delivering the right content, in the right place, at the right time, to the right person.


CURATE


CURATEBrands need to shift internal workflows and invest in content production to create a value exchange with consumers


Start: Brand StorytellingInvest in creation of teams that are editorial in nature, acting like a newsroom to form and articulate brand stories that are relevant to the audience.


Start: Amplifying ContentAmplifying both brand and user generated content to drive greater reach, frequency and engagement across Paid, Owned and Earned channels.


Start: Recognize and RewardAs consumers engage with brand content, track engagement over time and reward behaviors that are generating positive value for the brand.


AUTOMATE


AUTOMATEBrands need to invest in data management systems and predictive models to scale content deployment and amplification.


Start: Real-Time SegmentationBuilding systems to integrate real-time social graph data with traditional segmentation to enable marketers to better understand consumer media usage and personalize content.


Start: Predicting BehaviorUse of social data as a predictable tool for what will drive engagement with content, offers and overall brand stories that are created across channel.


Consumer fragmentation is increasing and the ability for marketers to develop meaningful connections with their customer is more and more challenging.

Brands now have the opportunity to evolve to a more agile marketing model, empowering real-timereaction to market shifts andmore active brand management


Thanks!

Paul Cowan@cowanpkc

https://twitter.com/%23!/cowanpkc

https://www.facebook.com/cowanpkc

http://ca.linkedin.com/in/paulcowan

how to drive engagement in an always on marketing world

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