Social Media Integration into Planning Tools - Rex Briggs, Marketing Evolution
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Social Media Integration into Planning Tools - Rex Briggs, Marketing Evolution
- 1. Conversational Marketing Summit New York, NY June 6, 2011
- 3. Combines Reach/ Frequency to optimize ROI using a multi-media planning interface
- 4. ME’s ROI experts have delivered 100s of cross-media ROMO engagements around the world
- 7. ANA (Association of National Advertisers)
- 9. John List, foremost field economist, University of Chicago
- 11. NAA (Newspaper Association of America)
- 12. Magazine (Time Inc, Conde Nast, Meredith, etc.)
- 14. Forrester
- 15. ESOMAR – “best practices” Wiley & Sons, April ‘07, 60 pages
- 16. Journal of Advertising Research (Dec 06)Partial list of Marketers:
- 17. Old vs. New Model of Value Creation: TMR accounts for BOTH. Influenced to interact with brand. Some pass along. Pass along continues Pass Along No brand visit, but positively influenced. Some pass along. Mass Media Model: B2C Social Media Model: C2C Each interaction is an impression 1000 impression = $10 $10 CPM = $0.50 CPI
- 18. How Do We Create the Most Impact Per Dollar Spent? Situation Specific Media Placements “Impact curves” of which placements deliver more value + Targets + Costs Vertical-specific, campaign situation & marketer’s goals + ‘Impact Based’ Recommendation
Notas del editor
- TMR is a NEW media and budget planning tool. Advertising Agencies & Media Owners are adopting this tool – and it will change the way digital media budgets are set. In essence, this tool allows media owners and advertising agencies to ask, what is the best way to spend marketing dollars to achieve the biggest impact against a specific marketing goal? There are 5 breakthroughs I’d like you to see
- Second, ALL the planning data is based on REAL WORLD ROI measurement. Marketing Evolution is the firm that invented cross media measurement nearly a decade ago. We are the firm that did all the IAB XMOS studies, and expanded the methodology that we now call ROMO (for Return On Marketing Objectives) and brought it to major marketers all over the world. These ROMO studies are commissioned CMOs of major marketing organizations as the best way to accurately measure the actual in market performance of their campaigns against the key metrics that matter most to that marketer. All this data, and experience is poured into the TMR planning tool. In total, we have measured BILLIONS of dollars worth of campaigns, breaking out the impact of each media, and taken this data on the impact of each media and put it into the TMR tool.
- Fourth, TMR connects directly to the leading traditional planning tool provider, TELMAR. Stan Federman, Chairman and CEO of Telmar, notes that (waiting on final quote) “It is so important to be able to contextualize the digital recommendation with traditional media to see where you can re-allocate from to get more digital budget. You need to have tool that is independent and trusted by marketers.” He concludes, “TMR is a great resource.” I couldn’t agree more with Stan. By directly partnering with Telmar, we allow media sales people and marketers to see where it makes sense to reallocate budget to boost results. I believe this is going to be a very good thing for digital
- Fifth, and finally, TMR is ready today. We invite you to schedule a hands-on demonstration of TMR. Jason, John, Corey, Rick, stand up for a moment. Find one of the people at the break, get them your card, and you can experience why TMR is such an important evolution in the way budgets will be set.