connectedness gets real - adam lavelle - icrossing

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Connectedness Gets Real

Adam Lavelle Chief Strategy Officer

iCrossing

facts:

Marketing keeps getting harder.

There has never been more potential to drive the business than today.

the reality:

1.  It’s only the 3rd inning

2. Connectedness wins

3. Leadership = test + invest

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last year…

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It is not a network of computers. It is a network of human beings.

Always-on access to the ‘net is changing the way we behave.

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Source: Forrester

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Source: Forrester

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Brands have to behave in

new ways.

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Being a connected brand…

It’s how successful brands

do marketing in a networked world:

focusing on audiences not targets,

engaging in dialogue not shouting,

and developing trust that lasts.

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Building a connected brand

AWARE

AGILE

ACTIVE

Useful Desirable Visible Usable Engaged

territory

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SEO SEM Display

ads SMS Mobile display

Landing pages

Website

Onsite UGC

Your blogs

Website (mobile)

Digital out of home

Kiosks

Gaming

Other blogs

Word of

mouth

Gadgets Widgets RSS

Digital video

eMail

TV ads

Radio ads

Print ads

PR

Point of

sale

Direct mail

OOH

Call center

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data

shift happens

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Connectedness means rethinking media

• Paid search • Display advertising • Affiliate marketing • Sponsorships

•  Natural Search •  Social Media •  Press coverage •  Link exchange

partnership

•  Website content •  Messaging •  Utilities

Bought

Owned Earned

content

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The big shift creates new opportunities

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The playbook for “connected” success

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Developing a customer listening platform

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Leveraging the content continuum

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Embracing the increase in “creation velocity”

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Managing the connected marketing ecosystem

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Building a Connected Brand How Brands Become Publishers in a Real-time Marketing World

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The Content Lab Follow @TheContentLab on Twitter

http://thecontentlab.icrossing.com

Contribute to The Content Lab on Tumblr

iCrossing

Hearst

CRM

Data

Relationships

Branded Apps

Brands

Platforms

Insights

Premium Content Social

Mobile

Search

User Experience

Platform Integration

Analytics

Optimization Research

Strategy & Planning

Hearst + iCrossing

Kim"(aka community,"

aka audience engagement)

the reality:

1.  It’s only the 3rd inning

2. Connectedness wins

3. Leadership = test + invest

Thank you Adam Lavelle

Chief Strategy Officer, iCrossing adam@icrossing.com