Post on 08-Jan-2017
transcript
DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
INTEGRATEDMARKETING
COMMUNICATIONS
MarCom Revolution:Rise of The New Marketing
DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
Marketing is a
BIG GNARLY PROBLEM
in EVERY organization.
DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
BECAUSE PEOPLE DON’T LISTEN WHAT YOU SAY
Twenty-five years ago big brands
DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
Heineken turns 150 this year. The Amsterdam based brewery claims to be the world’s most international brewery; its beers are available in 178 countries around the world. By production volume Heineken is the number one brewery in the world. And as a celebration, today it launches a book based on a scientific study called Brewery, brand and family: 150 years of Heineken.
One of the key features of Heineken’s success has always been its advertising strategy. Late Freddy Heineken was renowned for his marketing skills. In 1999 he was elected Dutch advertiser of the century. He once said: “If I wouldn’t have worked with Heineken I would have gone into advertising.”Here’s an overview of some of Heineken’s finest ads over the years.
DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
Heineken AD 1950 Heineken AD 1940
Heineken AD 1940 Heineken AD 1940
LUCKY STRIKE AD 1930 LUCKY STRIKE AD 1950
DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
Technology has change the game.
Game Changer
BUT
THE
SAME
AS
BEFORE
EVEN
A
CHILD
DON’T
LISTEN
Just 3 Things . . .The world has changed.
Most content stinks.
Attract people through stories they love.
DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
Ability to convert ceiling in to floor!
Ann Handley: “Take your brand out of the story. . . . . .Make your customers the hero.”
Our Natural Instinct
ContentMarketing
WhatBrandsPublish
WhatCustomers
Want
Charity
Storytelling Is The New Marketing
Stories can communicate between
your brands and your customers
But customers can’t remember many stories of brands.
So, to be remember, be different.
DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
When other says “Zigg” Be “Z”
DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
1 BUILD CONTENT HUB
BUILD CONTENT HUB1
Content Marketing Roles and Functions
ContentMarketer / Editor
Strategizes, writes,and oversees content
projects to ensure brand consistency and
alignment with business objectives.
CommunityManager
Distributes contentacross social channels,
engages online communities, and
contributes to content projects.
Designer
Brings content to lifethrough the user
experience and rich visuals.
Contributors
Any content creator-blogger, photographer,
designer — who contributes to your
project.
SEO / PaidSpecialist
Manages the paiddistribution of content
online.
Analytics
Defines best/ worst
performers, conversion
optimization and
measurement
communications.
Curator
Finds and re-purposes
the best content from
your business and from
around the web.
DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
2 CONTENT STRATEGY
CONTENT MARKETING PLAN
3
Steps to creating an content marketing plan
Who will manage?
What content will you include?
Determine sending frequency and goals
Make a schedule
CONTENT MARKETING PLAN
3
CONTENT DISTRIBUTION4
DON’T OVER CHOOSE OF CHANNELS !
WHERE IS YOUR TARGET BUYER?
Cheat Sheet:
TACTICS FOR DISTRIBUTION
1. Ad networks (example: Google AdWords)2. Organic Social (example: LinkedIn)3. Paid Social (example: LinkedIn Sponsored Update)4. Native advertising (example: Sharethrough)5. SEO6. Lead nurturing (both paid & earned) (example:
newsletter)
CELEBRITY OR INFLUENCER?
5
Celebrity doesn’t mean only ACTORS & ACTRESSES.People who’s followers are mostly similar with your target audience are included
Even great content needs a PUSHThe average Hollywood movie spends 50-60% of production budget on
distribution.
MEASUREMENT6
385.6K monthly active peopleDemographics
Age and Gender
35% Women
65% Men
38%44%
12%4%
2% 0.7%
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 +
39%43%
12%4%
1% 0.5%
For example
Education Level
Demographics
- 54%High School
+20%College
- 8%Grad School
83%
11%
6%
For example
Location
Cities Selected Audience
Yangon, Myanmar
Taunggyi, Shan State, Myanmar
Monywa, Sagaing, Myanmar
Mandalay, Myanmar
Kuala Lumpur, Malaysia
Singapore, Central Region
Bangkok, Thailand
55%
1%
1%
18%
4%
2%
6%
For example
Activity
Device Users
-93%
DesktopOnly
0.8%
23%
76%
13%
7%2%
51%
0%
20%
4%3%
-44%
Desktop &Mobile
+61%
MobileOnly
-49%
Computer
-26%
iPhone/iPod
-30%
iPad
+94%
Android
-100%
Blackberry
-18%
MobileWeb
-57%
FeaturePhone
+21%
Unkown
For example
RETHINK & REDO … NEW CONTENT
STRATEGY
7
DECADES AGO FEW YEARS AGO RECENTLY NOW
WHAT IS THE NEXT???
INTEGRATE WITH MARCOM
4INTEGRATIONS
MARCOM CONSULTATION
"The new lingua franca of Branding is changed."
GET A GUIDE!
GROWTH HACKING
“MarCom strategy won't make you slow to start.”
HIRE A JET!
INFORMAL EDUCATION
“We dun tell you. But will show you.”
GET A TICKET!
IDEA CONNECT
“ONE’S EXPERIENCE CAN BE A THEORY FOR ANOTHER. STAY CONNECTED”
OPT-IN!
OUR APPROACH
“CUSTOMER CENTRIC CONSULTING” APPROACH WITH
UNDERSTAND & DIAGNOSE
IDEATE SOLVE & PLAN
EMPLOYEE ENGAGEMENT
NEVER REPLACE EMPLOYEE WITH US
JUST LEARN TOGETHER WITH THEM “WHAT’S NEXT?”
EDUCATION IS THE BEST WEAPON TO CHANGE THE WORLD
- NELSON MANDELA
• DUN USE AD FOR LIKES.
• INVEST IN CONTENT.
• LEARN THE CONTEXT.
• MANAGE LEADS.
• ENGAGE THE CUSTOMERS.
• REACH MORE.
• LEARN CUSTOMER X.
• RE THINK AGAIN.
• LET’S SEE !
CONTENT WITHOUT BOOST
If other says
“Zigg”
you, “Z”.
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