Presentation to UT PRSSA – Feb 2013

OPPORTUNITIES IN MARKETING AND

COMMUNICATIONS

Monday, February 18, 13

Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo

TOPICS• Introduction• How We Got Here• Computers, Connections, Conversations• Digital Marketing & Communications Careers• What are We Doing Today• What You’ll be Doing

INTRODUCTION

MIKE OSSWALD

VP, Experience Innovation, Hanson Inc.

BBA Marketing, University of Toledo, 1991

MBA Marketing, University of Toledo, 1996

MIKE OSSWALD

VP, Experience Innovation, Hanson Inc.

BBA Marketing, University of Toledo, 1991

MBA Marketing, University of Toledo, 1996

I WORK AT HANSON INC.• Hanson Inc. is 70-plus innovative thinkers, eager learners, insightful listeners, meticulous

workers and loyal partners. We are mothers and musicians. Artists, engineers and athletes.• Headquartered in Maumee, Ohio, serving clients throughout the U.S., and around the world

• We began in 1991 in video production, since 1998 our focus is strategic digital marketing

DIGITAL AGENCY

We build relationships that connect people to brands.

Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13

OUR GUIDING PRINCIPLES• Be Engaging in every experience– We create an emotional connection through compelling

visual design, messaging and functionality

• Be Relevant to every audience– We create logical organization and !ow by understanding

and ful"lling audience intentions and desires

• Be Accountable to our measures of success– We work to measure return on investment through planning around key

performance indicators, and connecting metrics across all channels

TRANSFORMATION OF THE INDUSTRY

Advertising

1786-1880s*

*approximately

1856 – Mathew Brady photographer, credited with the !rst advertisement… it had a font distinct from the newspaper articles!

First portrait of Lincoln was taken by Mathew Brady in 1860

Creative Design

Advertising

1880s-1890s

1900s–1920s

Public Relations

Creative Design

Advertising

Ivy Lee

Crisis Communications

Lobbying

Publicity

1920s-1990s

Public Relations

~1900s

Creative Design

Advertising

1920s-1990s

Public Relations

~1900s

Selling

~1950s

Creative Design

Advertising

1920s-1990s

Public Relations

~1900s

Selling

~1950s

Marketing

~1970s

Creative Design

Advertising

1993-19961996

The Future of Interactive Marketingby"Martin Sorrell,"Eric Salama,!Martin Levin,!Frederick E. Webster, Jr.,!Dennis Carter,!Patrick Barwise,!Stephan H. Haeckel,!Reed Hundt,!Donna L. Ho"man,!Thomas P. Novak,!and!George S. Day

Nov-Dec 1996The world always divides into two groups: those who eat breakfast and those who don’t; those who watch ER every week and those who don’t; and now, those who think that interactive media will change our lives forever and those who don’t.

And for the last two groups, a sterile debate ensues.

One group tells us that there are 35 million users of the Internet, that the number of Internet sites has risen from 27,000 to 110,000 in six months, and that advertising on the Internet will reach $5 billion by the year 2000.

The other group says that access to the Web remains an issue, that the quality of most interactive content is poor, and that more people shop at Marks & Spencer in a given week than have ever surfed the Web.

Why is this such a sterile debate? Because for the vast majority of executives, who need to decide on their priorities and allocate their resources now, it should not matter who is right about the future of the Web. Nor should it matter if Netscape Communications Corporation is valued at $6 billion or 6 cents.

The fact is that there is a reasonable chance that interactive media—including the Web—could transform the way we build brands and communicate them to consumers. And that’s enough to go on. As George Fisher, CEO of Eastman Kodak Company, said at a recent American Association of Advertising Agencies conference, “We, quite frankly, can’t say it pays for itself in leads and additional business...[but] on-line activity gives us a way to meet customer needs and desires [that is] unparalleled since the days of the door-to-door salesman.”

Faced with the possibility that interactive media could transform our ability to build brands and communicate with the consumer, executives and their corporations should be experimenting and learning now. None of us can a!ord to wait or to buy the necessary skills in "ve years’ time. We can’t a!ord to assume that the new media will be unimportant.

199995 Theses:

1. Markets are conversations.2. Markets consist of human beings, not

demographic sectors.3. Conversations among human beings sound

human. They are conducted in a human voice.

4. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.

5. People recognize each other as such from the sound of this voice.

6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

7. Hyperlinks subvert hierarchy.

2013: CONNECTED MARKETING ECOSYSTEM

Mobile

Local/Retail

Public Relations

Social Engagement

Web Sites

Television

Out of Home

Experiential

Online Channels

eCommerce

Product/Service Development

Market Research

Customer Service

Customers

COMPUTERS + CONNECTIONS

Computers

OtherDevices

Televisions

SIGNIFICANT TECHNOLOGY!""" !""# !"$"

laptops outsell desktops

netbooksappear

#at-screens

Kindle &e-readers

#ash drives appear, #oppies disappearspeed increases

growth of DVDtalk of HDTVtalk of Digital TVformat wars

digital storageformat warsiPods / MP3 PlayersNEW devices

E X P E R I M E N T A T I O N

iPhone

$%%& $%%' $%%( $%%)

Computers

OtherDevices

Televisions

Computers

OtherDevices

Televisions

SIGNIFICANT TECHNOLOGY!""# !"$"

laptops outsell desktops

netbooksappear

#at-screens

Kindle &e-readers

iPhone

tablets

smart-phones

moreconnecteddevices

*DTVsmarttelevisions

$%++ $%+$ $%+* $%+,

Computers

OtherDevices

Televisions

DVD drives disappear

MobileAdoption

Social Experiences/ContentRichness

Broadband

SIGNIFICANT TECHNOLOGY!""" !""# !"$"$%%& $%%' $%%( $%%)

94%91%69%38% 55%22.7%8.4% no landline

65%35% 50%4% 11% 25%74% dial-up 36%

26.6%mobile mins exceed landlines

MobileAdoption

Broadband

MobileAdoption

Broadband

SIGNIFICANT TECHNOLOGY!""# !"$"$%%& $%%' $%%( $%%)

94% 96%91%69%22.7%8.4% no landline

$%++ $%+$ $%+* $%+,

65%35% 50%36%

26.6% 31.6%

Social Everywhere

Location-Awareness

Video Online Ubiquity

MobileAdoption

Broadband

NEW DEVICES… ALWAYS CONNECTED…

Most did not exist 2 years ago!

“Android Anxiety” –-12 phones in 2012 that all we’re the best when launched

(YOUR) CONTENT EVERYWHERE

Connected TV

Your own videos anywhere

WHAT ARE COMPUTERS? PHONES? TVS?

THIS YEAR EVERYTHING IS MATURING

� Content will be consumed everywhere — where it naturally makes sense — but sliced and served di!erently

� Data is stored “in the cloud,” and shared on any device, which are nearly always connected at high-speed

� Mobile, pocket-sized devices augment our real-time experience: accessing information, updating status, communicating while out and about

� Tablets are our computers for nearly everything (always in our purses and bags),

� The big screens let us wirelessly share or collaborate with a group of people when we are at home or work

JANUARY

TRANSFORMATION OFOUR BUSINESSES

AREAS OF FOCUS

Public Relations

Selling

Marketing

Creative Design

Advertising

AREAS OF FOCUS

Public Relations

Selling

Marketing

Creative Design

Advertising

Branding

AREAS OF FOCUS

Public Relations

Selling

Marketing

Creative Design

Advertising

Branding

Technology

AREAS OF FOCUS

Public Relations

Selling

Marketing

Creative Design

Advertising

Branding

Technology

AREAS OF FOCUS

Public Relations

Selling

Marketing

Creative Design

Advertising

Branding

Technology

AREAS OF FOCUS

Public Relations

Selling

Marketing

Creative Design

Advertising

Branding

Technology

EVERY SHAPE AND SIZE

Freelancers/Entrepreneurs/

ConsultantsSmall Agencies

Huge Multinational

Agencies

Internal Departments

Video & Entertainment Intranets B2B/

Channel Mobile Media Buying

eCommerceSocial Engagement

Content Marketing

User Testing

CAREER OPPORTUNITIES

Be yourself.You’ll turn out awesome.

Lucky Numbers 46, 13, 18, 11, 56, 37

AccountService

Marketing /Strategy /

CommunicationsDesign Engineering

DEPARTMENTS

This is YouClient ContactProject Management

Graphic DesignersInterface Developers

EngineersDevelopers

Programmers

DIGITAL MARKETING

EXPERIENCES

DIGITAL MARKETING

RELATIONSHIPS

IF YOU LIKE PSYCHOLOGY

IF YOU LIKE MATH

IF YOU LIKE DESIGN

IF YOU LIKE WRITING

IF YOU LIKE STRUCTURE

IF YOU LIKE ADVERTISING

IF YOU LIKE TECHNOLOGY

CLOSENESS TO THE “WORK”

Mission / Vision / Promise

Strategy

Tactics

(Measurement)

Mission / Vision / Promise

Strategy

Tactics

(Measurement)

“Best Products”

Grow 10% in 2012

Redo Shopping Site

Project Checklist

(uses of checklist)

STRATEGY/MARKETING TITLE “MODIFIERS”

Managing Director of... Director of... Associate Director of... Manager of... Senior...

JOB ROLE(S) Junior... ...Specialist ...Coordinator ...Planner …Assistant Intern

ROLES AND AREAS OF FOCUS

psych math design writing structure ads tech

Marketer / Strategist • • •Researcher • • •Information Architecture (IA) • • •User Experience Designer (UX) • • •Metrics/Analytics • • • •Functional Architecture • • • •Project Management • • •Media / Advertising / Planning • • •Content / Messaging • • • • •

WHAT WE’RE DOING TODAY

CONNECTED MARKETING ECOSYSTEM

Mobile

Local/Retail

Public Relations

Social Engagement

Web Sites

Television

Out of Home

Experiential

Online Channels

eCommerce

Product/Service Development

Market Research

Customer Service

Customers

Marc Benio! of Salesforce: 8 things companies need to consider: 1. Social2. Touch3. Local4. Analysis5. Identity6. Ecosystems7. Community8. Cloud

“CUSTOMER SERVICE IS THE NEW MARKETING”

Joseph Tripodi,#EVP, CMO of Coca-Cola:

“MARKETING & TECH NEED TO TALK”

Josh Silverman, president, US consumer services,#American Express:

“IF YOU’RE GOING TO ASK FOR ATTENTION, THE MESSAGE BETTER BE GOOD”

THE EXPERIENCEMUST BE CONNECTED

THE CONSUMERIS IN CONTROL

THE EXPERIENCEMUST BE WORTH IT

CONNECTED CONTENT STRATEGY AND EXECUTION

CONTENT STRATEGY• How often do you introduce new products or services?• What do you talk about the rest of the year?• Content fuels everything — your website, PR releases, email,

all social activities and speci"cally with respect to SEO

“CONTENT IS THE NEW PRODUCT”

NEW CONCEPT: AGILE MARKETING• Plan together: all stakeholders, agencies and partners

should share a common calendar• Execute together: consistent conversations across

all channels and executions• Be more customer focused and open to adapt• Redistribute budgets as needed –-content marketing is

everywhere

CONTENT STRATEGY

Manufacturers are the New Publishers

CONTENT STRATEGY

Retailers are theNew Publishers

• Curate and package up your content

• Provide richer image and video assets

• Create brand stores (skinned microsites) with deeper content

CONTENT STRATEGY

CONTINUED MOVE TO SOCIAL

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