Consumers are empowered more than ever, which is shifting the value exchange between brands, media companies and consumers. Brands must rethink their overall approach to shift from the old, 'broadcast' paradigm to a much more targeted and 1:1 approach. This presentation provides a framework for Audience Experience Planning and how to apply traditional CRM methods and approaches to traditional media.
The move to managing audiences in an agile marketing world
1. THE
MOVE
TO
MANAGING
AUDIENCES
IN
A
MODERN
MARKETING
WORLD
The
increasing
need
to
bridge
tradiAonal
media
and
CRM
SCIENCE
|
CREATIVITY
|
TECHNOLOGY!
3. Marketers
have
been
treaAng
media
like
a
faceless
mass
channel,
ignoring
the
opportunity
to
treat
all
media
like
a
targeted,
1:1
dialogue.
4. Discipline
Silos
Are
DestrucAve
IntegraAon
does
not
exists
and
separate
objecAves
and
execuAonal
prioriAes
conflict
with
an
overall
consumer
experience
and
does
not
provide
a
holisAc
view
of
campaign
performance.
Brand
Digital
Media
Public
Rela2ons
Brand Strategy!
Websites!
Media Strategy!
Social, Events,
Relations!
Campaign
Idea!
Campaign
Implementation!
Campaign
Plans/Buys!
Campaign
Implementation!
Traditional
Media!
‘Digital’,
Social?!
Integrated!
Integrated?!
Brand Tracking!
Website
Reporting!
Campaign
Reporting!
Monitoring!
Qualitative
Insights!
Optimization!
Post-Reporting!
Survey!
5. The
MarkeAng
Landscape
Baffles
The
markeAng
toolbox
is
large
and
confusing
on
how
to
choose,
implement
and
gain
value
out
of
the
appropriate
technology
stack.
Source:
Luma
Partners
6. MarkeAng
Agility
is
an
Oxymoron
Marketers
and
their
partners
are
not
equipped
to
interact
with
customers
in
real-‐
Ame,
with
centralizaAon
of
data
being
a
core
dependency
most
do
not
have.
47%
of
AdverAsers
cannot
interact
in
real-‐Ame.
7. The
Media
Landscape
Confuses
The
sheer
volume
and
methods
in
which
a
marketer
can
purchase
impressions
have
become
massively
complex,
with
few
partners
offering
a
honest
and
unbiased
view
of
how
do
do
it
most
efficiently.
Source:
Luma
Partners
8. ProgrammaAc
Buying
is
Rising
Fast
Today’s
pipe
and
brain
is
focused
on
driving
down
cost
and
driving
up
CTR,
based
on
qualitaAve
audiences
that
are
not
scienAfically
based.
29%
of
digital
spend
will
be
RTB
by
2017
9. Marketers
Need
to
Buy
People
Marketers
and
their
partners
are
not
equipped
to
interact
with
customers
in
real-‐
Ame,
with
centralizaAon
of
data
being
a
core
dependency
most
do
not
have.
We
need
to
push
to
drive
at
a
richer
ingoing
understanding
of
the
target
on
a
1:1
or
segment
level
and
bidding
on
the
quality
of
the
person
being
exposed.
10. TradiAonal
Media
is
Tipping
The
technology
to
apply
RTB
and
audience
level
targeAng
is
becoming
available
in
tradiAonal
–
the
market
must
be
ready
for
it.
Visible
World’s
programmaAc
TV
pladorm
launched
Jan
2013
and
cable/satellite
providers
are
offering
hyper-‐targeAng
through
data
mining
customers.
11. Mobile
is
Changing
the
Landscape
The
integraAon
of
mobile
into
creaAve
and
buying
strategies
is
providing
marketers
with
truly
localized
and
relevant
messaging
at
the
right
Ame.
Source:
hhp://everythingmobile.mobi/blog/11-‐the-‐effecAveness-‐of-‐mobile-‐markeAng
13. The
New
MarkeAng
Process
FROM:
TO:
Targets
Targets
Media
Media
Analysis
Analysis
•
•
•
•
•
•
•
•
•
•
•
•
•
•
AssumpAons
QualitaAve
Mass
StaAc
‘Insights’
Impressions
Volume
‘TargeAng’
Cookies
Channels
Weekly
Post
campaign
Brand
impact
‘ROI’
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Data
mining
PredicAve
Segmented
Dynamic
Insights
OpAmizaAon
Clusters
Hyper-‐targeted
People
Engagement
Automated
Real-‐Ame
Brand
relaAonships
ROI
14. The
New
arkeAng
process
MarkeAng
Process
The
new
m build
segments,
uAlizing
paid
and
owned
Leverage
data
to
channels
to
hyper-‐target
and
opAmize
in
real-‐Ame.
HYPER-‐TARGETED
MEDIA
Hyper
targeAng
of
segmenAng
though
ad
placement
across
digital
pladorms
(social,
mobile,
display)
–
targeAng
key
segments
and
key
drivers
that
may
affect
acAons
PAID
Colt
Steele
PROMOTED
CONTENT
Hyper
targeAng
of
segment
though
social
ad
placement
–
targeAng
key
segments
and
key
drivers
that
may
affect
social
acAons
–
AcquisiAon
or
RetenAon.
INTELLIGENT
SEGMENTING
Now
that
we
know
individuals,
we
can
build
a
profiles
of
the
type
of
target
segment
that
we
want
to
communicate
with,
based
on
the
value
and
needs
of
the
segments.
OPTIMIZED
CONTENT
STRATEGIES
OWNED
OpAmizing
content
across
digital
pladorms–
managing
key
segments
and
drivers
that
may
affect
desired
acAons.
TIE
TO
MARKETING
ROI
Understanding
the
link
between
content
interacAon
and
increased
spend,
brand
affinity
and
loyalty
TESTING
&
OPTIMIZATION
Colt
Steele
Day 1
Day 2
Day 3
Connections
Cost-per-like
Linear (Connections)
Linear (Cost-per-like)
Day 4
Day 5
Day 6
Day 7
CreaAon
of
mulA-‐variant
tesAng
against
the
chosen
target
segments
to
opAmize
messaging
response
based
on
engagement.
15. In
Summary:
The
modern
markeAng
landscape
is
confusing
and
the
promise
of
hyper-‐targeAng
and
1:1
communicaAons
is
rarely
acAoned.
Discipline
silos
are
sAll
a
reality
and
are
not
going
away
AdverAsing
tools
and
technologies
are
confusing
and
have
emerged
too
quickly
for
most
to
keep
up
with
Brands
and
partner
agencies
are
not
set
up
to
deploy
in
an
agile
format
uAlizing
these
tools
and
technologies
Agencies
have
not
adjusted
to
the
ability
to
build
real,
addressable
target
audiences
in
the
tradiAonal
world
16. The
SoluAon:
Audience
Experience
Planning
Understanding
the
audience
at
a
granular
level
and
taking
advantage
of
the
technology
tools
that
are
available
to
rebuild
the
markeAng
approach
from
the
ground
up.
17. The
SoluAon:
The
Audience
at
the
Core
of
Experience
Planning,
Technology
at
the
Core
of
MarkeAng
Strategy
AUDIENCE
EXPERIENCE
PLANNING
ENGAGEMENT
MARKETING
STRATEGIES
MEASUREMENT
&
ANALYSIS
AD
TECHNOLOGY
IMPLEMENATION
Understand
audiences,
build
programs
and
deploy
tools
to
automate
tradiAonal
markeAng
acAviAes.
18. AEP
REQUIREMENTS:
ApplicaAon
of
CRM
to
TradiAonal
Programs
Audience
Insights
&
Analysis
• Database
integraAon
• Data
modeling
&
mining
• SegmentaAon
&
analysis
Tools:
• Data
scraping
• Data
mining
• Automated
passing
of
data
(API,
etc)
ProgrammaAc
Planning/Buying
•
•
•
Audience
targeAng
1:1
targeAng
LocaAon
based
targeAng
Tools:
• RTB
Pladorms
• Audience
targeAng
Pladorms
• Direct
markeAng
pladorm
+
Loyalty
&
Affinity
MarkeAng
• Social
value
exchange
• Social
loyalty
programs
• Segment
migraAon
strategies
Tools:
• Rewards
pladorm
(gamificaAon,
badges)
• Social
registraAon
• Mobile
applicaAons
Content
AnalyAcs
•
•
•
Campaign
analysis
PredicAve
modeling
MarkeAng
automaAon
Tools:
• PredicAve
content
analyAcs
• MarkeAng
automaAon
tools
• Dashboards
and
modeling
engines
19. Where
to
Start?
1. ANALYZE
Get
to
know
your
customers
and
prospects
and
hypothesize/predict
ways
that
you
and
improve
your
relaAonship
2. RECOGNIZE
&
PERSONALIZE
Develop
a
systems
to
drive
the
value
exchange
between
the
consumer
and
brand,
delivering
personalized
content
that
is
highly
relevant.
3. AUTOMATE
Develop
a
systems
to
drive
the
value
exchange
between
the
consumer
and
brand,
delivering
personalized
content
that
is
highly
relevant.
4. ANALYZE
(over
and
over)
Mine
the
data
to
understand
how
they
are
responding
to
markeAng
acAviAes
and
what
levers
are
working
in
building
relaAonships.