© Paul Cowan 2013 - @cowanpkc

Increasing Relevance in an Always-On Marketing WorldPaul Cowan@cowanpkc

© Paul Cowan 2013 - @cowanpkc

Content is King.

So what is Queen?

© Paul Cowan 2013 - @cowanpkc

Relevance.

© Paul Cowan 2013- @cowanpkc

© Paul Cowan 2013 - @cowanpkc

But this is not new.

© Paul Cowan 2013 - @cowanpkc

Marketers has been trying to make their products stand out beyond the clutter…

© Paul Cowan 2013 - @cowanpkc

But the world is changing. Time and attention is tougher to get and relevance changes in real-time.

© Paul Cowan 2013 - @cowanpkc

Most brands aren’t set up to recognize and act on consumer interactions in real-time

© Paul Cowan 2013 - @cowanpkc

This is resulting in brand messages that lack relevance and declining consumer engagement

© Paul Cowan 2013 - @cowanpkc

So how do successful brands stand out?

© Paul Cowan 2013 - @cowanpkc

Relevance.

© Paul Cowan 2013- @cowanpkc

© Paul Cowan 2013- @cowanpkc

The formula is

simple.

TARGET NEED

I like to be dry

Its raining

No shelter

CONTEXTUAL RELEVANCE

SITUATIONAL RELEVANCE

+

© Paul Cowan 2013- @cowanpkc

The formula is

simple.

Target Need

Situational Relevance

Contextual RelevanceI’m happy!

© Paul Cowan 2013 - @cowanpkc

1.FragmentationThere are far greater communications channels for consumers to engage with, making brand storytelling difficult.

2. CreativityMarketers are not organized to create content 24/365 in an real-time manner.

3. ScalabilityAutomating communications and creation of trigger based messaging based across channels is nearly impossible.

BIG CHALLENGES3

© Paul Cowan 2013 - @cowanpkc

What marketers need to do…

© Paul Cowan 2013 - @cowanpkc

ORGANIZE + CURATE + AUTOMATE

© Paul Cowan 2013 - @cowanpkc

ORGANIZE

© Paul Cowan 2013 - @cowanpkc

ORGANIZEBrands need to establish the right foundation for a more fluid planning and deployment approach

© Paul Cowan 2013 - @cowanpkc

Start: Agile Marketing Brands need to establish the right foundation for a more fluid planning and deployment approach that moves away from campaign planning to agile teams that can react and launch marketing programs.

© Paul Cowan 2013 - @cowanpkc

Start: Mapping the JourneyUnderstand how customers and prospects are interacting with various traditional advertising and digital mediums to optimize messaging strategies.

© Paul Cowan 2013 - @cowanpkc

Start: Lifecycle ManagementAligning to the consumer lifecycle and delivering the right content, in the right place, at the right time, to the right person.

© Paul Cowan 2013 - @cowanpkc

CURATE

© Paul Cowan 2013 - @cowanpkc

CURATEBrands need to shift internal workflows and invest in content production to create a value exchange with consumers

© Paul Cowan 2013 - @cowanpkc

Start: Brand StorytellingInvest in creation of teams that are editorial in nature, acting like a newsroom to form and articulate brand stories that are relevant to the audience.

© Paul Cowan 2013- @cowanpkc

Start: Amplifying ContentAmplifying both brand and user generated content to drive greater reach, frequency and engagement across Paid, Owned and Earned channels.

© Paul Cowan 2013 - @cowanpkc

Start: Recognize and RewardAs consumers engage with brand content, track engagement over time and reward behaviors that are generating positive value for the brand.

© Paul Cowan 2013 - @cowanpkc

AUTOMATE

© Paul Cowan 2013 - @cowanpkc

AUTOMATEBrands need to invest in data management systems and predictive models to scale content deployment and amplification.

© Paul Cowan 2013 - @cowanpkc

Start: Real-Time SegmentationBuilding systems to integrate real-time social graph data with traditional segmentation to enable marketers to better understand consumer media usage and personalize content.

© Paul Cowan 2013 - @cowanpkc

Start: Predicting BehaviorUse of social data as a predictable tool for what will drive engagement with content, offers and overall brand stories that are created across channel.

© Paul Cowan 2013 - @cowanpkc

Consumer fragmentation is increasing and the ability for marketers to develop meaningful connections with their customer is more and more challenging.

Brands now have the opportunity to evolve to a more agile marketing model, empowering real-timereaction to market shifts andmore active brand management

© Paul Cowan 2013 - @cowanpkc

Thanks!

Paul Cowan@cowanpkc