The Era of “Big Data”

COM 280

Kevin Brett

November 13, 2014

Complexity on Steroids

• 2.9 million emails every second

• 20 hours of video every minute

• 50 million tweets per day

• 100 million bloggers

Who Exactly Is Your Audience?

• Six Companies: AMZN, BA, COST, JWN, MSFT,

SBUX

• Six IMC Teams

• Three Communications Platforms

• Sifting Through Unprecedented Big Data

• Mission: Reach Your Defined Audiences

B2B? B2C? B2G? B2C2C?

$ 4 Million Super Bowl Ads Don’t

Work for Every IMC Campaign

How Will You Reach Your Audiences?

Rising Above the Big-Data Noise

• Conventional Media

• Newspapers: $50 billion, 2005; $24 billion, 2011

• Magazines: $17.5 billion, 2010; $18.3 billion, 2012

• Radio: $17.4 billion; 224-242 million listeners in 21st Century

• Television: 280 million TV sets; HDTV Growth; Networks, $9.15 billion; Cable, $9.18 billion

• 90 Percent Act Upon Their Use of the Yellow Pages

• Billboard Messages: 10 Words or Less

Rising Above the Big-Data Noise

Digital Media

• Search Ads; Display Ads; Google brings in $88 in ad

revenue for each search user; Facebook, $15 per user

• Banner Ads, “Skyscrapers”, Click-Throughs; Online

Video; SEO; SEM; Viral Video

• Social, Mobile and Cloud – Now

• What’s Next?

Who Exactly is Your Target Audience?

Exactly How Will You Reach Them?

What is Your Strategy?

• What Will You Do?

• What Will You NOT Do?

• So many resources?

• So much time?

• So much talent?

• So much time?

Three Communications

Platforms in a Complex World