Can Brands Manage The Conversation Layer At Scale?

Matt GoddardCEO, R2integrated

@R2iMatt@r2integrated

Research Approach:

SurveyIntercept

Focus groupCurrent customers

How do we define scale?

What do we mean by the conversation layer?

Awareness Decision Making

Showing me things I may want

What product will I actually buy

Advertising Layer Conversation Layer

Networked Communities of Interest

The new battleground for decision-making

behavior

People, Places and Content

Research showed:

Lions share of budget is the things they can measure. (CPC, behavioral targeting, paid media)

Focused mostly on the big 4.

36% of respondents were looking at the outer web.

25% are engaged in influencer outreach.

Content objects and downloads, not conversations.

Respondents said:

“I don’t have the staff or workflow.”

“I can’t explain to mgmt what’s working.”

“I’m overloaded with data.”

“Need to identify key areas of importance.”

Respondents said:

“Marketers will always have an avenue of awareness.”

It’s reaching (conversing with) the targeted audience that is difficult.”

The Scale vs. Relevancy Problem

Let’s ask a different question:

Can we scale? No

Can we prioritize? Yes

How?