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Symmetri Marketing VP Ray Villares' speech to the BMA Chicago breakfast series on the New Integrated Marketing
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BMA Chicago – Nov 18, 2009BMA Chicago – Nov 18, 2009
Introductions
RAY VILLARESRAY VILLARESV.P. Digital Services
S t i M k ti GSymmetri Marketing Group
@rvillares@rvillares
Ray Villares
DAN O’BRIENCo-FounderVivid Ascent
TYLER PENNOCKSVP / Director of Social Media
JEFF JUDGECo-FounderInteractive Mediums
Ruder Finn
Recap on Previous BMA Social Sessions
• Social activity is growing atSocial activity is growing at an exponential rate
• Search rankings are• Search rankings are becoming heavily influenced by socialinfluenced by social marketing
C t t i till ki• Content is still king
• Measurement is crucial
3
Presentation Topics
• Today’s CustomersToday s Customers
• New Integrated Marketing Concepts
• Evolving Forms of Search
• Impacts of the Mobile RevolutionImpacts of the Mobile Revolution
• Materials– Presentation
– Mobile Starter Kit, Text ‘BMA’ to 50101 for link
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Today’s Marketing Landscape
ViralDigital
OutdoorRadio Social
Viral
DesktopBrowsers
E il Cli t
HandheldBrowsers
l l
PrintEmail
SearchOrganic
Paid PlacementPPC
Email Clients
Apps
Email Clients
Apps
Broadcast CRM
DisplayStandardRich‐MediaMobile
PRTraditional
5
What Does “Integrated” Mean Today?
• Consistent messaging?
C di t d ll t ti ?• Coordinated call‐to‐action?
• Touch‐point alignment?p g
• Technology architecture?
T i i d d ?• Tactic inter‐dependency?
6
The New Integrated Marketing
An integrated mix of leading digital tactics at both desktop and mobile touch points—from search to email to social media to fdisplay—executed in concert to achieve
sales and brand objectivessales and brand objectives.
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Core Principles of Marketing Still Apply
• Know your customer
ll• Follow your customers
• Build brand value in your customer’s yminds
• Meet o r c stomer’s e pectations• Meet your customer’s expectations
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FOLLOWING CUSTOMER FOLLOWING CUSTOMER CONSUMPTION TRENDS ANDCONSUMPTION TRENDS ANDCONSUMPTION TRENDS AND CONSUMPTION TRENDS AND
PREFERENCEPREFERENCE
Customer Behavior is Changing
• Customers are advanced searchers
• Reputation is a major factor in customeradvanced searchers
now and dig deeper then ever before
factor in customer decision‐making
• Web and social content• The process of search is scattered across a
Web and social content is being heavily consumed on mobile
myriad of tools devices
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Customer’s Expectations are Increasing
• Targeted content is required to gain interestrequired to gain interest
• Social dialog is the new form customer serviceform customer service
• Self‐serve is the norm, not a nice‐to‐havenot a nice to have
• Technology limitations are no longer an gacceptable excuse
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Opportunity for Engagement is Growing
10
15
5
10
0
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New Channels Reinvigorate Traditional
10
15
5
10
0
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Case Study: QVC Text Ordering Text messaging is meeting the growing need for
communication, interaction and now even commerce.
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EVOLVING AND INTEREVOLVING AND INTER--DEPENDENT DEPENDENT DIGITAL MARKETING TACTICSDIGITAL MARKETING TACTICS
Digital Marketing Touch‐Points
SEARCH
SEO
SOCIAL
T itt
APPLICATIONS
W b it
DISPLAY
B
OPT‐IN
E il• SEO• PPC
• Twitter• YouTube• LinkedIn• Facebook
• Websites• Microsites• Extranets• Intranets
• Banners• Rich Media• Email
SEARCH
• SEO• PPC
SOCIAL
• Twitter• You TubeLi k dI
APPLICATIONS
• Websites• MicrositesE
DISPLAY
• Banners• Rich MediaE il
OPT‐IN
• Email• SMS Text
• LinkedIn• Facebook• Text Upload• Video Upload• Photo Upload
• Extranets• Intranets• Optimized Sites
• APPS
• Email• In‐APP
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• Photo Upload APPS
SEARCH MARKETINGSEARCH MARKETING
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Social Influences Search Rankings
Symmetri LinkedIn Group
Search engine rankings are becoming heavily influenced by
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Search engine rankings are becoming heavily influenced by social reputation, popularity and authority.
Evolving User Search Paradigms
PARAMETERPARAMETER SOURCESOURCE RETRIEVALRETRIEVAL DISPLAYDISPLAY
Keyword Search EnginesSite Search
Centralized Repository
Search Results
NEW
KeywordLocationVoice
Search EnginesSite SearchBlogs
Centralized RepositoryDecentralized
Search ResultsAugmented RealityVoice
ImageBlogsCommunitiesTwitterYouTubeSlideshare
DecentralizedData Across Channels / Partners
Reality
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ScripbdLinkedIn
New Forms of Search Parameter Entry
Voice LocationKeyword
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A Paramount Shift in Search is Coming
AUGMENTED REALITY
Augmented reality browsers are going to fundamentally heightenthe way we search!
AUGMENTED REALITY
• Insert good example augmented reality in action > new search enginein action > new search engine
View Video
21
Case Study: Yelp Monocle
The way we see the world is changing!
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The way we see the world is changing!
B2B Applications with Augmented Reality
• Social Networking
• Product Look Up
View Video
• Product Look‐Up23
Decentralized and Distributed Data
bOpen API
M lti l Pl tf S t Content Distributionp
Multiple Platforms Support
New search opportunities require content, data and technology
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New search opportunities require content, data and technology architecture to be reengineered.
Case Study: Best Buy RemixBest Buy Challenges Businesses to ‘Build a Better Best Buy’
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Is distributed B2B the new B2C?
What business are these brands really in?
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SOCIAL / MOBILE MARKETINGSOCIAL / MOBILE MARKETING
Mobile Primes Social for Rapid Growth
Mobile Fuels L Sh fLarge Share of Social Text, Photo and Video Content
Social mobile applications are the preferred method ofb h d b
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both consumption and contribution.
Seamless Social Integration with Devices
MOTOROLACLIQ with new MOTOBLUR PlatformMOTOBLUR Platform
“The first phone with social skills.”with social skills.
29
Open Content Exchange Across Channels
Twitter Facebook
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Case Study: Ad‐ology Marketing Forecast
Marketers are now equipped with a continuous stream of marketing and consumer insights, news, research and trends thanks to Ad‐ology Research.
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Mobile Optimized Sites are MaturingLeading sites utilized advanced JavaScript techniques to
create low cost APP‐like user experiences.
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Optimized Website Optimized Website Optimized Landing Page
Case Study: Comcast B2B CampaignA mobile ad campaign within the new Newser iPhone application gets companies to
sign up for Comcast Business Class Internet, voice and cable television services.
Landing Page
Newser APPComcast Ad Unit
Mobile Challenges Banner Effectiveness
Effectiveness of advertising is suffering because publishers are not optimized for mobile browsers and email clients. iPHone leaves Flash banners dead in the water.
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Leading Email Newsletter B2B Website on iPhone
Social / Mobile Marketing Tips
• When possible, build a social component into your mobile websites and appsyour mobile websites and apps
• At a minimum, you need to develop a mobile‐optimized websiteoptimized website
• SMS text messaging is a cheap and effective i k i iway to integrate marketing tactics
35
Social / Mobile Marketing Tips
• Build mobile optimized landing pages for display and paid placement advertising
• Design banners for optimal viewing and download speeds on mobile browsers and email clients (watch the Flash)
• If you don’t develop an APP that targets yourIf you don t develop an APP that targets your audience, advertising on one that does
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TODAY’S KEYS TO SUCCESSTODAY’S KEYS TO SUCCESSTODAY S KEYS TO SUCCESSTODAY S KEYS TO SUCCESS
Today’s Keys to Success
• Adhere to core marketing• Adhere to core marketing principles
li b d i• Deliver on brand promise
• Know and exploit each medium
• Understand and respect tactic
inter‐dependenciesinter dependencies
• Nurture strategies and be patient
38
??QUESTIONS?QUESTIONS?
PRESENTERSPRESENTERSPRESENTERSPRESENTERS
Symmetri Marketing Group
Symmetri Marketing Group, L.L.C. is a team of sales, marketing, creative and digital professionals who leverage a unique blend of expertise and experience to deliver results‐driven solutions for business‐to‐business clients. Symmetri understands complex products and service offerings and turns that understanding into relevant, meaningful and highly effective communications and engaging experiences.
p: (312) 222‐2500
w: www.symmetri‐mg.com
e. info@symmetri‐mg.com
Vivid Ascent
Vivid Ascent is the first integrated marketing agency to apply strategic search engine optimization in the design and execution of all marketing programs. Expert in public relations, social media, SEO, advertising, website development and video, Vivid Ascent builds and executes marketing programs that capitalize on the search engines’ dominant role in driving sales.
p: (312) 346‐2000
w: www.vividascent.com
Ruder Finn
Ruder Finn is a leading independent communications,Ruder Finn is a leading independent communications, counseling and services Agency with more than 60 years of experience. Ruder Finn maintains offices in Chicago, Los Angeles, New York, San Francisco, Washington, London, Paris, and Jerusalem. Asia Pacific offices include Sydney, Beijing, y y, j g,Guangzhou, Hong Kong, Shanghai and Singapore. The Agency also works with leading independent affiliates in major markets throughout the U.S., Europe and Latin America. The Agency serves the global and local communications needs of g y gmore than 250 corporations and nonprofit organizations and employees more than 600 staff members.
p: (312) 329 3900p: (312) 329‐3900
w: www.ruderfinn.com
Interactive Mediums
I i M di id iInteractive Mediums provides next generation customer engagement solutions designed to facilitate high value interactions with today’s on the go consumer. Our easy to use software as a service TextMe enables marketers to rapidly d l t d l i t f b t tidevelop, execute and analyze a variety of best practice Marketing Actions, establishing a Mobile Consumer Data Asset that informs ongoing, more relevant and higher value interactions. We also offer services spanning the entire
bil i lif l i l di j t lt timobile experience lifecycle including project consultation, mobile web design and mobile application development.
p: (866) 683‐9863 p
w: www.interactivemediums.com
THANK YOU!THANK YOU!
