Harmonizing Brand Communications Across Platforms - Aryeh Sternberg
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Transcript of Harmonizing Brand Communications Across Platforms - Aryeh Sternberg
8/6/2012
Demystifying Integrated Marketing
Where do we start?
Audience
Platform
Objective Context
Execution Paid Owned Earned
Awareness Engagement Transaction Reputation
The Audience
Our Audience is the starting point . . . • WHO are they? • How OLD are they? • What GENDER are they? • What SOCIO-ECONOMIC class do they belong to? • What are their BEHAVIORAL attributes? • What else do we know about them?
…once we have defined the audience, only then can we begin thinking about where they live.
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Heineken Mobile Case Study
The Platform
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Bing & Jay Z Case Study
The Objective
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Delites Case Study
The Context
Vietnam Idol 2010 Case Study
The Measurement Digital Media Metrics for PAID – OWNED – EARNED Media
PAID Internet & Mobile Advertising
OWNED Web & Mobile Sites / Microsites / Fanpages
EARNED Social Media
Unique Reach CTR
Time Spent Engagement
Engagement Rate
Unique Visitors Bounce Rate Repeat Visits Time Spent Page Views
Impressions Likes Fans
% Active Fans Comments
Shares Video Views
Objective-based Metrics Profiles
BRAND OBJECTIVE TASK PROFILE
Awareness (Generate significant exposure to a particular audience)
See - Feel
Engagement (Brand involvement and active interest in content)
Do - Feel
Conversion – Purchase Intent (Trial, Up-sell, Cross-sell)
Do - Think
Advocacy (Impact brand image and attributes; Frequency, Loyalty, Followers)
Do - Share
• Unique Reach
• Click Through Rate • Time Spent • Engagement Rate
• In-Banner Acquisitions • Click2Call
• Shares
• Unique Visitors • Bounce Rate
• Time Spent • Page Views
• Acquisitions • Click2Call
• Repeat Visits
• # Social Media Listening programs • Share of Voice
• Comments / Posts / Replies • Feedback rate (# Comments / Impressions) • Video Views
• Likes & Fans • # Recommendations (Buy & Try)
• Message pull-thru (growth in SOV via measured by Listening)
Standard Metrics (Track across all channel Trend data)
• Impressions by Channel • Investment by Channel • CPM • CPC • CPA
Old Spice Case Study
Thank You
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