inspiring marketing episode 3: from media to moments
TRANSCRIPT
@ESKIMON • FROM MEDIA TO MOMENTS1
FROM MEDIA TO MOMENTSPLANNING FOR IMPACT INSTEAD OF INTERRUPTION
SIMON KEMP • • FEBRUARY 2017
EP. 003INSPIRINGMARKETING
@ESKIMON • FROM MEDIA TO MOMENTS2
SIMON KEMP@ESKIMON
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TODAY’S DIGITAL TOOLS FINALLY ENABLE USTO SOLVE AN AGE-OLD MARKETING PUZZLE
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THE RIGHT MESSAGETO THE RIGHT PEOPLEIN THE RIGHT PLACEAT THE RIGHT TIME
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HOW NEW TECHNOLOGY MAKES THIS A REALITY
THE ABILITY TO IDENTIFY THE SPECIFIC PERSON WE’RE
ENGAGING ACROSS MANY DIFFERENT CHANNELS
THE ABILITY TO PREDICT WHAT A PERSON WANTS,
NEEDS OR DESIRES AT ANY GIVEN MOMENT
INDIVIDUALIDENTIFICATION
PRESCRIPTIVEANALYTICS
THE ABILITY TO DELIVER OPTIMISED, PERSONALISED
MARKETING IN THE BEST MOMENTS AND PLACES
DYNAMICDISTRIBUTION
THE ABILITY TO INTERACT WITH EACH AND EVERY ONE OF THESE INDIVIDUALS, AND
ALSO DO SO AT SCALE
INTERACTIVITYAT SCALE
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THESE TOOLS ALLOW US TO AVOID INTERRUPTING PEOPLE, AND ACTIVELY ENGAGE THEM INSTEAD
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HOWEVER, MOST ADVERTISERS STILL ONLY USETHESE TOOLS TO PLAN AND BUY MEDIA PLACEMENTS
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THAT’SBROKEN
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MEDIA PLACEMENTS ARE SPECIFICALLY DESIGNED TO DIVERT OUR ATTENTION FROM SOMETHING ELSE
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‘ADVERT’ COMES FROM THE LATIN ’ADVERTERE’, MEANING “TO TURN ONE’S ATTENTION TO...”
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AND IF WE’RE DIVERTING PEOPLE’S ATTENTION, THAT MEANS WE HAVEN’T FOUND THE RIGHT TIME OR PLACE
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THE RIGHT MESSAGETO THE RIGHT PEOPLEIN THE RIGHT PLACEAT THE RIGHT TIME
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SURE, THESE TOOLS ALLOW US TO INTERRUPT PEOPLE MORE EFFICIENTLY, WHICH PLEASES FINANCE TEAMS
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BUT INTERRUPTION RUNS TOTALLY COUNTERTO THE FUNDAMENTAL GOAL OF MARKETING
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MARKETING’S TASK: THE PROFITABLE SATISFACTION OF PEOPLE’S WANTS, NEEDS, AND DESIRES
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BUT NOBODY WANTS, NEEDS, NOR DESIRES TO BE INTERRUPTED
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IF WE WANT TO ENGAGE PEOPLE, WE MUST IDENTIFY THE TIMES AND PLACES WHERE WE’RE MOST RELEVANT
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HOW?
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WE NEED TO BUILD PLANS AROUND CONTEXT, NOT JUST AROUND CONTENT AND MEDIA PLACEMENTS
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MOTIVATIONS
LOCATIONSVS
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WHERE AND WHEN CAN YOUR MARKETING DELIVERTHE GREATEST VALUE TO YOUR AUDIENCE’S LIVES?
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MAGICMARKETINGMOMENTS
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USE THESE POWERFUL NEW TECHNOLOGIES TO UNDERSTAND WHERE AND WHEN THESE MAGIC MOMENTS OCCUR, NOT MERELY TO
DELIVER MORE TARGETED INTERRUPTIONS
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KEY TIP
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PLAN MARKETING AROUND RELEVANT MOMENTS IN PEOPLE’S LIVES, NOT JUST PLACEMENTS IN MEDIA
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@ESKIMON
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SIMON KEMP
@ESKIMON
INSPIRING MARKETING
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