harmonizing brand communications across platforms - aryeh sternberg

8/6/2012

Demystifying Integrated Marketing

Where do we start?

Audience

Platform

Objective Context

Execution Paid Owned Earned

Awareness Engagement Transaction Reputation

The Audience

Our Audience is the starting point . . . • WHO are they? • How OLD are they? • What GENDER are they? • What SOCIO-ECONOMIC class do they belong to? • What are their BEHAVIORAL attributes? • What else do we know about them?

…once we have defined the audience, only then can we begin thinking about where they live.

8/6/2012 Property of Edge Marketing Vietnam

Heineken Mobile Case Study

The Platform

8/6/2012 Property of Edge Marketing Vietnam

Bing & Jay Z Case Study

The Objective

8/6/2012 Property of Edge Marketing Vietnam

Delites Case Study

The Context

Vietnam Idol 2010 Case Study

The Measurement Digital Media Metrics for PAID – OWNED – EARNED Media

PAID Internet & Mobile Advertising

OWNED Web & Mobile Sites / Microsites / Fanpages

EARNED Social Media

Unique Reach CTR

Time Spent Engagement

Engagement Rate

Unique Visitors Bounce Rate Repeat Visits Time Spent Page Views

Impressions Likes Fans

% Active Fans Comments

Shares Video Views

Objective-based Metrics Profiles

BRAND OBJECTIVE TASK PROFILE

Awareness (Generate significant exposure to a particular audience)

See - Feel

Engagement (Brand involvement and active interest in content)

Do - Feel

Conversion – Purchase Intent (Trial, Up-sell, Cross-sell)

Do - Think

Advocacy (Impact brand image and attributes; Frequency, Loyalty, Followers)

Do - Share

• Unique Reach

• Click Through Rate • Time Spent • Engagement Rate

• In-Banner Acquisitions • Click2Call

• Shares

• Unique Visitors • Bounce Rate

• Time Spent • Page Views

• Acquisitions • Click2Call

• Repeat Visits

• # Social Media Listening programs • Share of Voice

• Comments / Posts / Replies • Feedback rate (# Comments / Impressions) • Video Views

• Likes & Fans • # Recommendations (Buy & Try)

• Message pull-thru (growth in SOV via measured by Listening)

Standard Metrics (Track across all channel Trend data)

• Impressions by Channel • Investment by Channel • CPM • CPC • CPA

Old Spice Case Study

Thank You

8/6/2012 Property of Edge Marketing Vietnam