This document discusses how brands can compete in the new digital world by becoming more relevant. It emphasizes that audiences crave real human interaction and personality from brands. To find relevance, brands must know their target audience intimately by understanding where they spend time and why. They must have a presence across channels and be able to listen, learn, evolve and seize topical moments. Content is the preferred way for audiences to get to know companies rather than ads. The document provides examples of how brands improved relevance through their content strategies, increasing engagement, visits, and sales. It encourages brands to explore channels, tell customer stories, and test small content ideas.

1. BECOMING
RELEVANT
How brands can compete in a new digital world

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How do most people interact
with brands on the internet?

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...No this isn’t a PowerPoint Fail

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(They ignore them)

6. @McMURRYTMG 6

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“THE BASIC
ECONOMIC
PROBLEM IS
INCREASED
COMPETITION FOR
ATTENTION.”
--Hal Varian, Chief Economist, Google

8. Trust editorial content
Feel more positive
about a company
after reading custom
content on its site
Will take action based
on content, higher
than any other form of
advertising
60%70%
56%67%
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CONTENT IS WHAT THE PEOPLE WANT
Prefer getting to know
a company via articles
rather than ads

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BUT I’M NOT HERE TO
PREACH ABOUT THE VALUE
OF CONTENT

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THERE ARE SUNNIER PLACES FOR THAT

11. What is the
lens through
which your
brand sees
the world?
What is your
audience
interested in?
11
Relevance

12. Efficiency
and
optimization
is everything
How does my
business
improve and
grow?
12
Relevance
UPS Lens SBO Goal

13. FINDING RELEVANCE
13

14. PERSONALITY
Audiences crave real human interaction. Real
people with distinct voices. For brands to
compete, it must also have a personable voice.

15. FOCUS
Know your target at the
most intimate level.
Where they spend their
time, and why.
CHANNEL MAPPING
headline Logos
—
Dedicated to Delicious campaign headlines. Marks with a blank will highlight the certain dedication
at hand, the marks with the word delicious will be used with the HBO employees. A one color Honey
Bunches of Oats Logo will be utilized to keep the brand down to earth and not “flashy” in any way.
headline Logos
—
Dedicated to Delicious campaign headlines. Marks with a blank will highlight the certain dedication
at hand, the marks with the word delicious will be used with the HBO employees. A one color Honey
Bunches of Oats Logo will be utilized to keep the brand down to earth and not “flashy” in any way.

16. PRESENCE
Capture the “moment of relevance”
AT&T DIGITAL LIFE CROWD SOURCED STORY
Don’t set it and forget it.
Listen, learn, evolve and
seize topical moments. To be present
tomorrow, you need to be there,
today.

17. ADAPTIVITY
Think of content, as a testing
ground where you can graduate
small wins into big ideas.

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RELEVANCE IN REAL LIFE

19. CHALLENGE
Alter customer perception to reflect the
current business reality.
RELEVANCE POINT
IT pros are skeptical of marketing, but if
we made them the hero, they would carry
the message.
APPROACH
Reach influencers through reciprocity and
tell stories that lead with customers and
mention brand.

20. 10x
Growth in active monthly visitors
500+
Bloggers participating as ambassadors
#1
Source of referral traffic and lead gen.
among ALL CDW marketing channels

21. CHALLENGE
Product relevance is dire. The category
is shrinking, there is no more distinct
occasion for the product.
RELEVANCE POINT
GenWe is key to affecting social success, and
their version of “social” is very different.
APPROACH
Generate unexpected content with sprints,
explore new channels, veer away from RTB
messaging towards consumer stories and
entertainment.

22. 2,000%
Lift in social engagement
120%
Increase in CRM database
121x
Higher FSI redemption rate
than benchmark for CPG

23. SOME STEPS TO GET STARTED

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OR

27. ONE LAST THOUGHT
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30. THANK YOU