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please TWEET @ markozmuellner # webtrends # eMSF PowerPoint Presentation
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please TWEET @ markozmuellner # webtrends # eMSF

please TWEET @ markozmuellner # webtrends # eMSF

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  1. Iterative MarketingInnovative and Effective Approaches toDrive Measurable ROI and User RelevancyMarko Z Muellner | Director of Marketing Programs

  2. please TWEET@markozmuellner#webtrends#eMSF

  3. a bit ABOUT ME

  4. a bit ABOUT YOU

  5. The traditional marketing approachDOESN’T WORK for digital marketers

  6. TRADITIONAL MARKETING

  7. TRADITIONAL MARKETING Traditional marketing is a METHODOLOGYbased on AVAILABLE TECHNOLOGY

  8. TRADITIONAL MARKETING The technology is BROADCAST thereforethe methodology is about the MESSAGE

  9. TRADITIONAL MARKETING The medium is STATIC

  10. TRADITIONAL MARKETING With the right PLACEMENTyou can reach the right AUDIENCE

  11. TRADITIONAL MARKETING Access to the medium is typicallyEXPENSIVE, COMPLEX and CONTROLLED

  12. TRADITIONAL MARKETING Creating the message is typically EXPENSIVE

  13. TRADITIONAL MARKETING Getting feedback is CUMBERSOME

  14. TRADITIONAL MARKETING Making CHANGES post launch isEXPENSIVE and TIME CONSUMING

  15. TRADITIONAL MARKETING Competition is betweenBRANDS and other AGENCIES

  16. TRADITIONAL MARKETING This forces us into BIG IDEA MARKETING and the standardized CAMPAIGN approach

  17. TRADITIONAL MARKETING brief concept production + flighting eval campaign

  18. TRADITIONAL MARKETING summer NFL launch launch launch launch

  19. DIGITAL MARKETING

  20. DIGITAL MARKETING Digital marketing is a TECHNOLOGYand the CULTURE it created

  21. DIGITAL MARKETING The medium is EXPERIENCE focused

  22. DIGITAL MARKETING VALUE is the critical factor

  23. DIGITAL MARKETING Access is EASY and LOW COST

  24. DIGITAL MARKETING Competition is EVERYWHERE and is NOT LIMITED to brands

  25. DIGITAL MARKETING In CONSTANT FLUX , technologically and culturally

  26. DIGITAL MARKETING FEEDBACK is readily available but uncovering ACTIONABLE INSIGHT can be hard

  27. THE CHALLENGE • ecosystem MESSAGE v. EXPERIENCEEXPENSIVE v. CHEAPCONTROLLED v. ACCESSIBLECHANNEL v. SPLINTERNET STATIC v. INTERACTIVEHARD TO GET DATA v. FLOOD OF DATA

  28. THE CHALLENGE • approach CAMPAIGNS v. EVERGREENMESSAGES v. EXPERIENCES + VALUESAYING v. BEINGCHANNEL FOCUS v. CROSS-CHANNEL

  29. THE CHALLENGE

  30. THE CHALLENGE

  31. THE CHALLENGE

  32. THE CHALLENGE

  33. THE CHALLENGE

  34. To be SUCCESSFUL we need a NEW MANTRA

  35. ITERATIVE MARKETING Succeed Faster

  36. ITERATIVE MARKETING BIG IDEA

  37. ITERATIVE MARKETING RIGHT IDEA

  38. ITERATIVE MARKETING Brandon Schaueradaptivepath.com

  39. ITERATIVE MARKETING THE BRIEF-----------------------------------------GOAL: The best wedding cake. Ever.We’re having a weddingPeople love cakeWe want to impress our guests

  40. ITERATIVE MARKETING We concept the BIG IDEA

  41. ITERATIVE MARKETING THE PITCH-----------------------------------------The Best Wedding Cake Ever.People love yellow cake with white frostingMany tiers are impressiveNeeds to be fancy

  42. ITERATIVE MARKETING

  43. ITERATIVE MARKETING

  44. ITERATIVE MARKETING

  45. ITERATIVE MARKETING TRADITIONALLY we OPTIMIZE the middle

  46. ITERATIVE MARKETING SUCCESS TIME EFFORT

  47. ITERATIVE MARKETING

  48. ITERATIVE MARKETING SUCCESS TIME EFFORT

  49. ITERATIVE MARKETING launchinganalyzing + adjusting

  50. ITERATIVE PROCESS brief concept production + flighting eval