Post on 08-May-2015
description
transcript
© 2011 Forrester Research, Inc. Reproduction Prohibited1
© 2011 Forrester Research, Inc. Reproduction Prohibited2 © 2009 Forrester Research, Inc. Reproduction Prohibited
The Interactive Brand Ecosystem:Putting Digital At The Heart Of Your Brand Campaigns
Nate Elliott, Principal Analyst
May 20, 2011
© 2011 Forrester Research, Inc. Reproduction Prohibited3
Source: History Channel (http://www.history.com)
Source: MSNBC (http://www.msnbc.msn.com/), Wikipedia (http://en.wikipedia.org)
Let’s think back to 1993
© 2011 Forrester Research, Inc. Reproduction Prohibited4
The World Wide Web was created in 1993
© 2011 Forrester Research, Inc. Reproduction Prohibited5
Since then, the way we communicate has changed
Source: Stampboards (http://www.stampboards.com), Facebook (http://www.facebook.com)
© 2011 Forrester Research, Inc. Reproduction Prohibited6
The content business has been turned upside down
Source: eBay (http://www.ebay.com), iPhoneate (http://iphoneate.com)
© 2011 Forrester Research, Inc. Reproduction Prohibited7
How we sell physical goods has changed as well
Source: The Telegraph (http://www.telegraph.co.uk) , Ocado (http://www.ocado.co.uk)
© 2011 Forrester Research, Inc. Reproduction Prohibited8
How we build brands hasn’t changed much
© 2011 Forrester Research, Inc. Reproduction Prohibited9
Most companies still create a 30-second spot and try to coordinate other channels
© 2011 Forrester Research, Inc. Reproduction Prohibited10
Brand marketers simply don’t spend much online
© 2011 Forrester Research, Inc. Reproduction Prohibited11
Interactive marketing is ready to lead your brand
Source: Workforce Interactive (http://www.workforceinteractive.com)
© 2011 Forrester Research, Inc. Reproduction Prohibited12
Four reasons interactive marketing is ready to lead your brand
Creating interactive brand ecosystems
How your marketing organization must change
Agenda
© 2011 Forrester Research, Inc. Reproduction Prohibited13
The Internet has the scale to rival any other channel
© 2011 Forrester Research, Inc. Reproduction Prohibited14
The Internet has the depth to beat any other channel
© 2011 Forrester Research, Inc. Reproduction Prohibited15
The Internet is more trusted than any other channel
© 2011 Forrester Research, Inc. Reproduction Prohibited16
The Internet offers us new ways to tell stories
© 2011 Forrester Research, Inc. Reproduction Prohibited17
Four reasons interactive marketing is ready to lead your brand
Creating interactive brand ecosystems
How your marketing organization must change
Agenda
© 2011 Forrester Research, Inc. Reproduction Prohibited18
The way we build brands must evolve from this...
© 2011 Forrester Research, Inc. Reproduction Prohibited19
...To this
© 2011 Forrester Research, Inc. Reproduction Prohibited20
First, engage your users with an interactive core
The big idea will always be the key to branding success
Put the big idea in owned media, which offers more scale and trust than
social media
Push ideas and engagement out from the center, and push audiences in
© 2011 Forrester Research, Inc. Reproduction Prohibited21
Five reasons owned media – not social media –should be the center of your brand ecosystem
A lot of marketers try to put Facebook or other social media at the heart of
the brand ecosystem
This can work in some cases, but owned media will work better because
your own web site:
– Is easier to find
– Reaches more users
– Is more trusted
– Offers deeper, richer content and experiences
– Is 100% under your control
© 2011 Forrester Research, Inc. Reproduction Prohibited22
Second, intelligently distribute your big idea in social and mobile media
Spread your idea—and your engagement—into secondary channels
Be selective in which social and mobile channels you use
– Study your audience to understand their preferences
Be selective in how much interaction you offer through each channel
– Based on your audience and the tools’ capabilities
© 2011 Forrester Research, Inc. Reproduction Prohibited23
Third, reach a broad audience with paid media
You must use paid media to create scale
Be bold!
– Bold ad units
– Bold production value
– Bold media buys
Use both online and offline paid media
© 2011 Forrester Research, Inc. Reproduction Prohibited24
Make the three layers work together
© 2011 Forrester Research, Inc. Reproduction Prohibited25
Smirnoff built an interactive brand ecosystem for its Global Nightlife Exchange campaign
Source: Facebook (http://www.facebook.com)
© 2011 Forrester Research, Inc. Reproduction Prohibited26
Smirnoff developed rich plans for each layer
It engaged users with an interactive core
It distributed its interactions through social and mobile media
It reached a broader audience with paid media
The brand ecosystem was a huge success
– Thousands directly engaged with the core
– Tens of thousands interacted through social and mobile media
– Tens of millions were reached through paid media
© 2011 Forrester Research, Inc. Reproduction Prohibited27
All the layers of the ecosystem worked together
© 2011 Forrester Research, Inc. Reproduction Prohibited28
Four reasons interactive marketing is ready to lead your brand
Creating interactive brand ecosystems
How your marketing organization must change
Agenda
© 2011 Forrester Research, Inc. Reproduction Prohibited29
Most organizations still treat interactive marketing as a separate discipline
© 2011 Forrester Research, Inc. Reproduction Prohibited30
And most don’t have sufficient resources either
Source: Q3 2009 Global Interactive Marketing Organization And Agency Survey
© 2011 Forrester Research, Inc. Reproduction Prohibited31
And that means it’s hard to coordinate marketing programs across channels
© 2011 Forrester Research, Inc. Reproduction Prohibited32
To put interactive at the heart of your brand, distribute interactive skills through your organization
© 2011 Forrester Research, Inc. Reproduction Prohibited33
Interactive-led marketing programs require more from agency partners
© 2011 Forrester Research, Inc. Reproduction Prohibited34
They require agencies to work together in new ways
Traditional and interactive shops are just now learning to sit together in the
same room
This new model demands much more of the agencies:
– Developing deep, rather than shallow, big ideas
– Letting interactive tools be the star of the show
– Effective coordination of messages, flights, and customer journey
© 2011 Forrester Research, Inc. Reproduction Prohibited35
And they increase the importance of your customer insights and market research teams
© 2011 Forrester Research, Inc. Reproduction Prohibited36
Summary
Interactive marketing is ready to lead your brand
That doesn’t mean choosing one channel over another – it means
organizing all channels into a multilayered brand ecosystem
– Engage your users with an owned media core
– Distribute your campaign via social and mobile media
– Reach a broader audience using paid online and offline media
Change your organization to adapt to interactive-led marketing
– Distribute interactive skills throughout your organization
– Demand more from your agencies
– Make customer insights and market research a key part of marketing strategey
© 2009 Forrester Research, Inc. Reproduction Prohibited
Thank you
Nate Elliott
+44 207 323 7647
nelliott@forrester.com
www.forrester.com
twitter.com/nate_elliott