Integrated  Marke,ng:  Brand  Engagement  Across  Channels

KELVIN HO REGIONAL DIRECTOR INNITY

     

Company  Logo        

” “ I know half of the money I spend on advertising is wasted, but I can never find out which half. John  Wanamaker  

This  quote  goes  way  back  in  history,  but  s9ll  rings  true  among  those  trying  to  maximize  returns  from  modern  day  adver9sing  campaigns.  With  a  data  driven  approach  -­‐  we  can  now  reduce  this  wastage  and  put  the  right  message  in  front  of  the  right  audience  with  rela,ve  ease.      

PAID  OWNED  

EARNED  

Challenges  in  display  adver,sing  

Campaign:    The  Body  Shop  -­‐  Tea  Tree  Product    Campaign  Period  :  11  Jul,  2013  -­‐  11  Aug,  2013      Objec9ve  is  to  drive  awareness  for  Tea  Tree  launch  on  digital  plaMorm  by:    §  Providing  a  fun,  engaging  content  to  aFract  Gen  Ys    §  Build  credibility  of  products  through  their  CFT  stories    §  Drive  to  store  mechanics  to  encourage  product  trial  and  to  drive  sales      

Case  Study  

hFp://staging.innity-­‐asia.com/m4/2013/sg/tbs_june/lb  Demo  Link:    

Innity  Network    Brand  Website   Brand  Facebook  

API  

Perkd  

Browser  

Browser  Poten,al    Buyer  

Browser  Poten,al    Buyer  Influencer  

19%  

5%  

76%  Browser  

Poten,al    Buyer  

Influencer  

©  2012  Innity  Corp.  All  Rights  Reserved.  

Brand

Innity Media Network

©  2012  Innity  Corp.  All  Rights  Reserved.  

Brand

Innity Media Network

CHANNEL targeting

©  2012  Innity  Corp.  All  Rights  Reserved.  

Brand

Innity Media Network

CHANNEL targeting

©  2012  Innity  Corp.  All  Rights  Reserved.  

Engagement

©  2012  Innity  Corp.  All  Rights  Reserved.  

Brand

Innity Media Network

CHANNEL targeting

©  2012  Innity  Corp.  All  Rights  Reserved.  

Engagement Browser

©  2012  Innity  Corp.  All  Rights  Reserved.  

Brand

Innity Media Network

CHANNEL targeting

©  2012  Innity  Corp.  All  Rights  Reserved.  

Engagement Browser Potential

Buyer

©  2012  Innity  Corp.  All  Rights  Reserved.  

Brand

Innity Media Network

CHANNEL targeting

©  2012  Innity  Corp.  All  Rights  Reserved.  

Engagement Browser Potential

Buyer Influencer

Engagement  Retarge9ng  

Browser   Poten,al    Buyer  

Influencer  

ADS  with  beFer  offer  to  en,ce  

Browser  

ADS  with  Incen,ve  for  Consumer  to  act  

now  

ADS  with  other  products  to  Cross  

Sell  

And  the  problems?  Solved!  

PAID  OWNED  

EARNED  

HTML  5     Integra,on    into  display  

Integra,on    into  display  

Extend  beyond  views,  clicks,  and  ac,on  

Integrate  seamlessly  between  paid,  owned  

and  earned  

Not  En,rely  L  

“The  real  promise  and  value  has  recently  begun  to  emerge  and  promises  to  completely  change  how  marketers  communicate  with  their  prospects  and  clients:  always-­‐on,  mul9channel  marke9ng”  

Always-­‐On  

Difference  Between  Always-­‐On  And  Campaigns  

•  Built  around  messages  •  Divide  people  in  boxes  to  

efficiently  target  them  

•  Built  on  purpose  •  Unite  around  love/interest  in  the  brand  

Difference  Between  Always-­‐On  And  Campaigns  

•  Operate  on  our  schedule   •  Operate  “on  demand”  

Difference  Between  Always-­‐On  And  Campaigns  

•  Control  what  is  being  said                              ..  

•  About  being  interrup9ve  

•  Cura9ng/Responding  to  what  people  are  saying  

•  About  being  useful  and  engaging,  crea9ng  value  

Difference  Between  Always-­‐On  And  Campaigns  

•  Exist  in  as  many  places  as  possible  

•  Create  a  hub  for  everything  we  do  

•  Facebook  and  other  Social  Media.  One  of  the  best  ways  to  keep  your  audience  Engaged  

•  Pos,ng  Prac,ces.  3  –  5  pos9ng  a  week.  Not  more  than  2  pos9ngs  are  commercial    

   “Having  done  all  that,  do  you  know  that  your  pos,ngs  are  only  seen  by  16%  of  you  fans  due  

to  Facebook  Algorithm.”  

 

Social  Media  

Kelvin  Ho  E-­‐mail:  kelvin.ho@innity.com  

Linkedin:  sg.linkedin.com/in/mediassassin/