Kelvin ho innity
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Integrated Marke,ng: Brand Engagement Across Channels KELVIN HO REGIONAL DIRECTOR INNITY Company Logo
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The Treasure is in the Data - How Three International Brands Found Marketing Gold. Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit
Transcript of Kelvin ho innity
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
