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How do brands really grow? How do brands grow in a radically disrupted internet economy? We explore brand growth in today’s digital world, with perspectives from Nicholas Lovell, Lionel Benbassat of Eurostar, and the Arena strategy team.
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#GrowWithArena#GrowWithArena
Sharp Edges Or Curves?A Toolkit for Growth
#GrowWithArena
Availability
#GrowWithArena
Valuable users
#GrowWithArena
Growth ‘from below’
Growth ‘from above’
#GrowWithArena
CrowdsourcingFreemiumGrowth-hackingDigital footprintCRMMember-get-memberNetwork effects‘Earned’ mediaPartner marketing
Effective SOVSalience
Brand extensions & launches‘Upper funnel’ marketing
Direct responseBrand comms
Content distribution
#GrowWithArena
Search demand vs. media investment
#GrowWithArena
A framework for growth
#GrowWithArena
#GrowWithArena
#GrowWithArena
#GrowWithArena
#GrowWithArena
#GrowWithArena
Sharp Curves:
The Toolkit
#GrowWithArena
#GrowWithArena
Every business has ‘owned’ data assets
#GrowWithArena
OWNED DATA
PLATFORM
#GrowWithArena
Owned content
#GrowWithArena
#GrowWithArena
The Content Matrix
Awareness PurchaseEmotional
Ratio
nal
Inspire
Entertain
Educate Convince
videos
widgets
podcasts
photos
news
white papers
FAQs
articles
community
celebrityendorsements
events
webinars
product comparison
surveys
gamesapplications
#GrowWithArena
2008 2012 2014
35%
16%
6%
Facebook organic reach
1% of brands have an organic
reach of 84%
#GrowWithArena
#GrowWithArena
This is probably the biggest Earned space
Rankings = votes
Votes = links
Content drives links
#GrowWithArena
Social extensions can increase CTR by 5 - 10%
This is probably the biggest Earned space
#GrowWithArena
Leveraging shared partnerships
#GrowWithArena
Leveraging shared partnerships
#GrowWithArena
Data driven Paid marketing
1st party
2nd party
3rd party
Create rich and up to date audience segments
Use lookalike modelling to grow prospepcting scale
Data sync & segmentation Display
Search
Social Video
Site
Mobile
#GrowWithArenaContent hub
Influencers
Targeted Paid Media
Earned media and PR
Amplify with Paid
#GrowWithArena
Measuring Paid, Owned, and Earned impact
Scenario modelling on campaign GRPs and Reach across Owned, Earned, and Paid
Forecasting impact on key brand and business metrics and what if? scenario planning
#GrowWithArena
Take the principles of user-centred and data driven
Think about advertising as content, not advertising
It’s not just spots and space any more
Think Owned, Earned, Shared and not just Paid
Find the right blend for your brand, your audience, your sector
The toolkit for growth in the digital age - applying Curve thinking to Sharp edges
#GrowWithArenaTHANK YOU