James H. Capo vp, digital

Transcription

1 James H. Capo vp, digital

2 agenda *today s media landscape *access intelligence s tech stack *demo and 3 case studies!

3 what is happening in media?

4 a fundamental shift and realignment is happening in the media industry

5 media reach as a buying metric (GRP, circulation, impressions) is shifting to business success

6 2015 Launched its Audience Targeting Platform...and is now selling TCPMs and guaranteeing audience viewership WPP Wunderman CEO Mark Reed: We are going to need to be more accountable to our clients for results, by which I mean sales part of this means we need to use technology to track our work to sales.

7 this is happening because of the convergence of Data Marketing Technology

8 ...Marketing Technology

9 Marketing Technology Timeline

10 ,500 companies

11 but it is not the media industry driving the bus.it is our advertisers and sponsors

12 Gartner: marketers spend 1/3 of budget on technology (and growing) Economist: 86% of marketers believe they will own the end-toend customer experience by 2020 (4 years)

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14 but I believe Business Information Media can actually lead the way. We have the data!!

15 Strategic Core Marketing How do we get people to register? Advertiser Recurring Revenue Print Online Expo Mobile Social USER Touch Points $ USER DATA CORE BUSINESS Demographics Behavioral Engagement Analysis New Products Audience Analytics $ Lead Development Lead Enhancement Analytics Report Profiler Dashboard/API Buying Signals USER Advertiser Variable Revenue

16 B2C Media = Persona Marketing B2B Media = Person Marketing A data company with media properties that serve as the data acquisition platform.

17 PERCEIVED VALUE The Natural Evolution of Strategic Marketing ABM & Data Native Advertising & Mobile Rich Media & Advanced Lead Gen Marketing Solutions Digital & Online Media Custom Marketing Programs Integrated Media COMPLEXITY & TIME 17

18 the tech stack analytics seo & tag mgmt & cms optimization & data visualization behavioral data & data management

19 conductor of the orchestra

20 demo time

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22 Behavioral Marketing Proposal Digital Services TEAM Upfront consultation and ongoing campaign evaluation and modifications Access to the Customer Success Team Business insights and detailed engagement performance Bi-Weekly update calls Prepared for Sponsored Article Via Content delivered to entire Via Satellite DB Advantech themed trigger message to engaged Advantech special invite trigger message to engaged PS Monthly Block Ad Product Spotlight Via Content delivered to entire Via Satellite DB Users who click on Advantech product receive trigger message Advantech special invite trigger message to engaged Monthly Targeted Advantech Content Via Content delivered to entire Via Satellite DB Advantech themed trigger message to engaged Advantech special invite trigger message to engaged WM Web Messaging Advantech Content Via Advantech banners posted on ViaSatellite. com Engaged driven to Advantech page on ViaSatellite.com Advantech special invite trigger message to engaged May 15 Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May 16

23 Case Study #1 Issue: Customer wants to target key high value accounts (power generators) and schedule face to face meetings

24 Case Study #1 Program: Using our behavioral marketing platform we were able to engage specific companies - and individuals - with highly specific client content. Based on the users engagement with that content we then used special VIP codes that provided the attendee with a discount to attend our ELECTRIC POWER trade show if they agreed to meet with client.

25 Case Study #1 Result: 3 individual meetings were set and delivered. These 3 meetings made the show for us - Client Quote

26 Case Study #2 Issue: clients targets Operating Room Managers and specializes in the hybrid OR. Multiple decisions makers in the buying process (Nurses, MD s, CFO s, IT) and needs lead generation and targeted content.

27 Case Study #2 Program: six month content marketing program (using behavioral data) targeting key healthcare facilities and individuals

28 Case Study #2 Result: Using behavioral targeting we were able to target content based on function as well as create five face to face meetings for the client at the OR Manager Conference. But, by partnering with the client and monitoring the consumption patterns of their content we noticed 12 individuals from the same healthcare system that were all consuming the same piece of content

29 Case Study #3 Issue: Mid-size company in the satellite industry. Not many internal marketing resources but wanted a proactive marketing plan that had branding, thought leadership, and lead generation.

30 Case Study #3 Program: Year long marketing campaign with both online (content marketing, targeted s, etc) and offline (trade show and print) channels

31 Case Study #3 Result: Produced over a 1000 leads for the company in the first 9 months of the campaign. But, who has time to go through 1000 leads?

32 Case Study #3 Matched their lead retrieval data (from the expo) against any behavioral content views of the clients content on our site. 10 individuals had read multiple client stories and visited their booth.

33 what s next? *still high touch professional services *need to develop recurring data exchange/enrichment models it is coming *need to get into the workflow critical

34 any questions? and thank you James H. Capo vp, digital