Peter Kim Forester Research
(Peter was probably the best preenter or at the very least had the very best presentation skills out of every one in the entire conference.)
We are starting to Navigate new rules for marketer’s
Trends in media and Advertising: The TV is the new tribal campfire as we fast forward TV is just another light. North America consumer’s time with TV and radio is moving to the internet.
Today media is an exotic buffet. There is more choice pod casts, social networks, people have hundreds of channels but people only watch but a few.
Customers love to hate advertising. First percentage 2002 2007
Adds are a good way to learn about new products 78% 52%
I buy products because of their adds 29% 13%
Companies generally tell the truth in ads 13% 6%
Interactive marketing channels are on the rise, online video, search, ect engaging content great at driving online business and online sales
today’s sites need to be more than one track mind Web 2.0 is about engagement (customer experience) foresters words “humanizing the digital experience”
Marketers want site optimization IT is to Marketing is like Cats to dogs.
For the customer experience technologies marketers are NOT going in house they are outsourcing
Marketing organization are proven: Marketing has become the make it pretty organization
Skill sets important to success: Strategic thinking, and business acumen, they need to think and not just Photoshop, Financial Management
Customer centricity is the key; that is done through the data
Marketers are set to increase interactive budgets because traditional tactics are less effective. This is where the puck will be. Good skaters state to where the puck will be and not chasing it from where it has been.
Opportunity for Omniture
Email sercice providers, web analytics , multiccvaret, bid management, behavioral targeting, web interaction optimization ect.
Brands must face reality in the new operating envoriment
Technology drives customer centric
You cant hate IT forever
Ted Cannis Marketing and technical Case Study FORD
Pholosopy major
It is about the process, design and numbers
Blank Slate Book
Freakonimics Book
The data the he had to be quantitisable. Using data to make smarter business decisions
Media Advertising examples
Cube
Romance
Widget
People make media decisions based upon decisions not data. Screw the guy in the corner office just making decisions for all Americas Have data make your decisions
Landing Page Optimization A/B Multivariate Testing Using Omniture Test And Target
Brocedure initial control with two others
Content to go – rich media, Edmunds, affiliates, portable content Put content on line and off the site. I don’t care how you engadge or what you engadge with. As long as you engadge
Marketers are set to increase interactive budgets because traditional tactics are less effective. This is where the puck will be. Good skaters state to where the puck will be and not chasing it from where it has been.
Opportunity for Omniture
Email service providers, web analytics, multivariate, bid management, behavioral targeting, web interaction optimization ect.
Brands must face reality in the new operating environment
Technology drives customer centric behavior
You cant hate IT forever but unless you get along with them you can not do your job
______________________________________________________________________________
Ted Cannis Marketing and technical Communication Case Study FORD
(This guy spent a lot of time establishing creditability with what he has done at ford. Likes to talk about how he is not a creative but he runs the communication department. HE was probably the worst dressed out of all of the presenters that I saw but he did have a pretty fair stage presence)
Philosophy major then went back to school for an MBA
It is about the process, design and numbers
He recommends two books :Blank Slate, and Freakonimics
The data the he had to be quantifiable. Using data to make smarter business decisions
People make media decisions based upon decisions not data. Screw the guy in the corner office just making decisions for all Americas Have data make your decisions
Landing Page Optimization A/B Multivariate Testing Using Omniture Test And Target
Procedure: initial control with two others
Content to go – rich media, Edmunds, affiliates, portable content Put content on line and off the site. I don’t care how you engage or what you engage with. As long as you engage
How do you take all of a the information across the campaign and patch that up with the offline campaigning? It’s the methodology. You don’t need to know the tools you just need to decide to apply the methodology and commit to use them.
That wraps up This session
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