Engaging Content & Leveraging the Mass Consumer Market

PAIDOWNEDEARNEDMEDIA

By Chris DuttonMedia Director, Hothouse

1980s Media

Consumer

Radio

Direct

TV / Cinema

Press

Posters / OOH

Explosion of devices and channels

Consumer

.

Brands must differentiate to connect with consumers

.

Agencies must also adapt

Moving away from old marketing models

OWNED

‘Advertising’

Affiliates

POEM UniversePAID EARNED

Campaign Site(s)

Community

Email

Product Site(s)

Corporate Website

Natural Search

Campaign

Social Media

Video sharingSocial networks

Blogs

ForumPersonal pages

RadioMags

Newspapers

Online adsOutdoor

Television

• Typical corporate media spend.

• Drives people to Owned Media

• First person commentary and content about the brand posted and shared across a variety of venues.

• “Social Media” outlets also support Bought and Owned media.

A virtuous cycle of consumer involvement

Channels are converging

Drive relevant content and they will come

Big brands adopting the model

Big brands adopting the model

Earned / Owned are trending

Source: Soda Report

Earned rules the Court!

EARNEDIs King

OWNEDIs Queen

PAIDIs Jester

Source: Soda Report

.

What’s the hold up?1. The Teams are Too

Far Apart2. Agencies are Too

Specialized

3. The Tools are Too Narrow

So what’s the right approach?

Put it in the right context for you

Source: Initiative

Executing POEM well

1. Strategy 2. Organisation

3. Production 4. Analysis

Once you’re done…do it again!

Campaign versus ‘Always On’

Example of Phased Integrated Marketing Campaign

Source: Karen Untereker

.

Specific POEM tools emerging

Three things to get started today

1.Map your touch-points (audit).

2.Connect to the consumer at every touch-point.

3.Track and measure consumer involvement.