connectedness gets real - adam lavelle - icrossing
DESCRIPTION
"Connectedness Gets Real" as presented by Adam Lavelle, Chief Strategy Officer, iCrossing on March 3, 2011.TRANSCRIPT
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 1
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
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
last year…
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
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.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
Source: Forrester
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17
Source: Forrester
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
Brands have to behave in
new ways.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
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.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
Building a connected brand
AWARE
AGILE
ACTIVE
Useful Desirable Visible Usable Engaged
territory
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22
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
TV ads
Radio ads
Print ads
PR
Point of
sale
Direct mail
OOH
Call center
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 28
data
shift happens
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 36
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
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 38
The big shift creates new opportunities
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 39
The playbook for “connected” success
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 40
Developing a customer listening platform
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 41
Leveraging the content continuum
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 42
Embracing the increase in “creation velocity”
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 43
Managing the connected marketing ecosystem
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 44
Building a Connected Brand How Brands Become Publishers in a Real-time Marketing World
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 45
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
