seozone 2015 - nenad senic - cross-media content marketing strategies
TRANSCRIPT
CROSS-MEDIA CONTENT MARKETING STRATEGIES: WHAT MAKES THEM
EFFECTIVEIstanbul , November 2015
PM, poslovni mediji is the leading content marketing agency in Slovenia
IN THE NEXT 30+ MINUTES
1. Example #1 —> Škoda Slovenija
2. Example #2 —> John Lewis Cook Edition
3. What is cross-media content marketing programme and why do it
4. Secret sauce —> strategic planning (back to basics)
5. Example #3 —> The Institute of Chartered Accountants in England and Wales
6. …BUT…
1. Škoda Slovenija
“Škoda Slovenia vehicle sales”
What competitors see
0
1500
3000
4500
6000
2008 2009 2010 2011 2012 2013 2014 2015
Sold vehicles
4,2%
Market Share%
4,3%
4,9%5,5%
6,6%7,1%
9,5%
9,7%*
+2,4% year on
year
“It is what we all can see in traditional media.“
Advertising
“Every touchpoint is integrated part of lead generation and loyalty system”
What competitors don’t see
0
15000
30000
45000
60000
2008 2009 2010 2011 2012 2013 2014 2015
ŠKODA SLOVENIJA CONTENT MARKETING ECOSYSTEM
CONTENT & MEDIA CREATIONSimply Clever print & digital magazine, Simply Clever Business, Video production, simplyclever.si content…
WEB & MOBILE APPLICATIONSWeb portals, web applications, responsive sites,
mobile applications, intranet solutions…
BUSINESS ANALYTICS & INSIGHTSIntegrated system for client digital and other
activities, API data integration, cross platform…
EVENT MANAGEMENTSmall boutique events, big test drive and entertainment events,
experiences, cultural happenings…
LEAD GENERATION Lead generation tactics, lead management, targeting tactics, lead profiling and database management…
DIGITAL ADVERTISINGIntegrated turnkey digital campaigns for all digital
platforms, and digital television…
2. John Lewis Cook Edition
3. Cross-media content marketing
“The key to success is to know where customers are interacting and how to translate a brand to the media that they are using to do this. This couldmean through a magazine, a website, social media or, more likely, a well thought out mixture.”Julia Hutchison, BORN Group
Cross-media content marketing
4. Secret sauce:Strategy
WHY?
FOR WHOM?
WHAT?
HOW?
MEASURE AND ADAPT
5. The Institute of Chartered Accountants in England and Wales
“Just because you can it doesn’t mean you should.” Michele Linn, CMI
HOWEVER…
