Symmetri Marketing VP Ray Villares' speech to the BMA Chicago breakfast series on the New Integrated Marketing

1. BMA Chicago – Nov 18, 2009

2. Introductions
RAY VILLARES
V.P. Digital Services
Symmetri Marketing Group
S t i M k ti G
@rvillares
Ray Villares
DAN O’BRIEN TYLER PENNOCK JEFF JUDGE
Co-Founder SVP / Director of Co-Founder
Vivid Ascent Social Media Interactive Mediums
Ruder Finn

3. Recap on Previous BMA Social Sessions
• Social activity is growing at
Social activity is growing at
an exponential rate
• Search rankings are
Search rankings are
becoming heavily
influenced by social
influenced by social
marketing
• C t t i till ki
Content is still king
• Measurement is crucial
3

4. Presentation Topics
• Today s Customers
Today’s Customers
• New Integrated Marketing Concepts
• Evolving Forms of Search
• Impacts of the Mobile Revolution
Impacts of the Mobile Revolution
• Materials
– Presentation
– Mobile Starter Kit, Text ‘BMA’ to 50101 for link
4

5. Today’s Marketing Landscape
Digital
Viral
Outdoor Social
Radio
Search
Organic Email
Print Desktop Handheld Paid Placement
PPC
Browsers Browsers
Email Clients
E il Cli t Email Clients
l l
Apps Apps
Display
Standard
Rich‐Media
Broadcast Mobile CRM
Traditional PR
5

6. What Does “Integrated” Mean Today?
• Consistent messaging?
• Coordinated call‐to‐action?
C di t d ll t ti ?
• Touch‐point alignment?
p g
• Technology architecture?
• Tactic inter‐dependency?
T i i d d ?
6

7. The New Integrated Marketing
An integrated mix of leading digital tactics
at both desktop and mobile touch points—
f
from search to email to social media to
display—executed in concert to achieve
sales and brand objectives.
sales and brand objectives
7

8. Core Principles of Marketing Still Apply
• Know your customer
• Follow your customers
ll
• Build brand value in your customer’s
y
minds
• Meet o r c stomer’s e pectations
Meet your customer’s expectations
8

9. FOLLOWING CUSTOMER
CONSUMPTION TRENDS AND
PREFERENCE

10. Customer Behavior is Changing
• Customers are • Reputation is a major
advanced searchers
advanced searchers factor in customer
factor in customer
now and dig deeper decision‐making
then ever before • Web and social content
Web and social content
• The process of search is is being heavily
scattered across a consumed on mobile
myriad of tools devices
10

11. Customer’s Expectations are Increasing
• Targeted content is
required to gain interest
required to gain interest
• Social dialog is the new
form customer service
form customer service
• Self‐serve is the norm,
not a nice to have
not a nice‐to‐have
• Technology limitations
are no longer an
g
acceptable excuse
11

12. Opportunity for Engagement is Growing
15
10
5
0
12

13. New Channels Reinvigorate Traditional
15
10
5
0
13

14. Case Study: QVC Text Ordering
Text messaging is meeting the growing need for
communication, interaction and now even commerce.
14

15. EVOLVING AND INTER-DEPENDENT
INTER-
DIGITAL MARKETING TACTICS

16. Digital Marketing Touch‐Points
SEARCH SOCIAL APPLICATIONS DISPLAY OPT‐IN
• SEO • Twitter
T itt • Websites
W b it • B
Banners • E il
Email
• PPC • YouTube • Microsites • Rich Media
• LinkedIn • Extranets • Email
• Facebook • Intranets
SEARCH SOCIAL APPLICATIONS DISPLAY OPT‐IN
• SEO • Twitter • Websites • Banners • Email
• PPC • You Tube • Microsites • Rich Media • SMS Text
• LinkedIn
Li k dI • Extranets
E • Email
E il
• Facebook • Intranets • In‐APP
• Text Upload • Optimized
• Video Upload Sites
• Photo Upload
Photo Upload • APPS
16

17. SEARCH MARKETING
SEARCH MARKETING
17

18. Social Influences Search Rankings
Symmetri LinkedIn Group
Search engine rankings are becoming heavily influenced by
Search engine rankings are becoming heavily influenced by
social reputation, popularity and authority.
18

19. Evolving User Search Paradigms
PARAMETER SOURCE RETRIEVAL DISPLAY
Keyword Search Engines Centralized Search Results
Site Search Repository
NEW
Keyword Search Engines Centralized Search Results
Location Site Search Repository Augmented
Voice Blogs Decentralized Reality
Image Communities Data Across
Twitter Channels /
YouTube Partners
Slideshare
Scripbd
LinkedIn
19

20. New Forms of Search Parameter Entry
Keyword Voice Location
20

21. A Paramount Shift in Search is Coming
Augmented reality browsers are going to fundamentally heighten
the way we search!
AUGMENTED REALITY
• Insert good example augmented reality
in action > new search engine
in action > new search engine
View Video
21

22. Case Study: Yelp Monocle
The way we see the world is changing!
The way we see the world is changing!
22

23. B2B Applications with Augmented Reality
View Video
• Social Networking
• Product Look Up
Product Look‐Up
23

24. Decentralized and Distributed Data
Open API
p
Multiple Platforms Support
M lti l Pl tf S t Content Distribution
b
New search opportunities require content, data and technology
New search opportunities require content, data and technology
architecture to be reengineered.
24

25. Case Study: Best Buy Remix
Best Buy Challenges Businesses to ‘Build a Better Best Buy’
25

26. Is distributed B2B the new B2C?
What business are these brands really in?
26

27. SOCIAL / MOBILE MARKETING
SOCIAL / MOBILE MARKETING

28. Mobile Primes Social for Rapid Growth
Mobile Fuels
Large Share of
L Sh f
Social Text,
Photo and Video
Content
Social mobile applications are the preferred method of
both consumption and contribution.
b h d b
28

29. Seamless Social Integration with Devices
MOTOROLACLIQ with new
MOTOBLUR Platform
MOTOBLUR Platform
“The first phone
with social skills.
with social skills.”
29

30. Open Content Exchange Across Channels
Twitter Facebook
30

31. Case Study: Ad‐ology Marketing Forecast
Marketers are now equipped with a continuous stream of marketing and consumer
insights, news, research and trends thanks to Ad‐ology Research.
31

32. Mobile Optimized Sites are Maturing
Leading sites utilized advanced JavaScript techniques to
create low cost APP‐like user experiences.
Optimized Website Optimized Website Optimized Landing Page
32

33. Case Study: Comcast B2B Campaign
A mobile ad campaign within the new Newser iPhone application gets companies to
sign up for Comcast Business Class Internet, voice and cable television services.
Landing Page
Newser APP
Comcast Ad Unit

34. Mobile Challenges Banner Effectiveness
Effectiveness of advertising is suffering because publishers are not optimized for
mobile browsers and email clients. iPHone leaves Flash banners dead in the water.
Leading Email Newsletter B2B Website on iPhone
34

35. Social / Mobile Marketing Tips
• When possible, build a social component into
your mobile websites and apps
your mobile websites and apps
• At a minimum, you need to develop a mobile‐
optimized website
optimized website
• SMS text messaging is a cheap and effective
way to integrate marketing tactics
i k i i
35

36. Social / Mobile Marketing Tips
• Build mobile optimized landing pages for
display and paid placement advertising
• Design banners for optimal viewing and
download speeds on mobile browsers and
email clients (watch the Flash)
• If you don’t develop an APP that targets your
If you don t develop an APP that targets your
audience, advertising on one that does
36

37. TODAY’S KEYS TO SUCCESS
TODAY S

38. Today’s Keys to Success
• Adhere to core marketing
Adhere to core marketing
principles
• Deliver on brand promise
li b d i
• Know and exploit each medium
• Understand and respect tactic
inter dependencies
inter‐dependencies
• Nurture strategies and be patient
38

39. QUESTIONS?
?

40. PRESENTERS

41. Symmetri Marketing Group
Symmetri Marketing Group, L.L.C. is a team of sales,
marketing, creative and digital professionals who leverage a
unique blend of expertise and experience to deliver results‐
driven solutions for business‐to‐business clients. Symmetri
understands complex products and service offerings and
turns that understanding into relevant, meaningful and highly
effective communications and engaging experiences.
p: (312) 222‐2500
w: www.symmetri‐mg.com
e. info@symmetri‐mg.com

42. Vivid Ascent
Vivid Ascent is the first integrated marketing agency to apply
strategic search engine optimization in the design and
execution of all marketing programs. Expert in public
relations, social media, SEO, advertising, website
development and video, Vivid Ascent builds and executes
marketing programs that capitalize on the search engines’
dominant role in driving sales.
p: (312) 346‐2000
w: www.vividascent.com
e. info@vividascent.com

43. Ruder Finn
Ruder Finn is a leading independent communications,
Ruder Finn is a leading independent communications,
counseling and services Agency with more than 60 years of
experience. Ruder Finn maintains offices in Chicago, Los
Angeles, New York, San Francisco, Washington, London, Paris,
and Jerusalem. Asia Pacific offices include Sydney, Beijing,
y y, j g,
Guangzhou, Hong Kong, Shanghai and Singapore. The Agency
also works with leading independent affiliates in major
markets throughout the U.S., Europe and Latin America. The
Agency serves the global and local communications needs of
g y g
more than 250 corporations and nonprofit organizations and
employees more than 600 staff members.
p: (312) 329‐3900
p: (312) 329 3900
w: www.ruderfinn.com
e: chicago@ruderfinn.com

44. Interactive Mediums
Interactive Mediums provides next generation customer
I i M di id i
engagement solutions designed to facilitate high value
interactions with today’s on the go consumer. Our easy to
use software as a service TextMe enables marketers to rapidly
develop, execute and analyze a variety of best practice
d l t d l i t fb t ti
Marketing Actions, establishing a Mobile Consumer Data
Asset that informs ongoing, more relevant and higher value
interactions. We also offer services spanning the entire
mobile experience lifecycle including project consultation,
bil i lif l i l di j t lt ti
mobile web design and mobile application development.
p
p: (866) 683‐9863
w: www.interactivemediums.com
e: info@interactivemediums.com

45. THANK YOU!