Post on 01-Dec-2014
description
Integrated Marketing Communication Trends
Zena WeistDirector Strategy, Level Five@zenaweist
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IMC Digital Trends
Meet Them In Their Moment
Shifts in Listening Responsiveness
Communication Creating Craveworthy
Content
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When it comes to multi-channel marketing, being able to understand a consumer’s entire shopping journey - how they consume content and share it along the way - will give brands a disruptive competitive advantage.
- Bonin Bough, Mondelez International
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Meet Them In Their Moment
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Source: Spin Sucks, Gini Dietrich 2014
Meet Them In Their Moment
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Source: Microsoft 2013
Meet Them In Their Moment
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Source: Microsoft 2013
Meet Them In Their Moment
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Meet Them In Their Moment
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Meet Them In Their Moment
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Great companies don't lie. They don't steal. They don't cheat their employees. They don't become greedy. They don't allow people to behave badly just because that generates a lot of revenue. Great companies stop and listen to criticism. They commit to getting better, they set goals and a vision larger than themselves, and they truly behave better. When all of that happens, the storytelling is easy.
- Gini Dietrich, Spin Sucks
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Shifts in Listening
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4/5*Companies “listen” to social media
*Approximately 80% of marketers actively involved in their company’s social media strategy report “listening” as an existing goal
Source: Forrester 2012
Brands know social listening is importantShifts in Listening
But most companies are passive
Source: Forrester 2012
Shifts in Listening
Shifts in Listening
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Shifts in Listening
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Shifts in Listening
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Social listening is a critical backbone to doing business in the 21st century. It’s a key component to understanding consumers’ needs and operating a real-time environment. There’s a big opportunity to utilize consumers’ feedback for inspiration, but also to have conversations, build ideas, co-create together and reach back out and share.
- Stephanie Moritz, ConAgra
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Responsive Communications
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Responsive Communications
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Responsive Communications
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#IAMHRBlock
For the first time, companies have to compete on the very same turf as our family and friends, using the very same tools, technologies, media and messaging as consumers. They are invading the spaces we are using to connect personally.
- Jay Baer, Youtility
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Creating Craveworthy Content
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Creating Craveworthy Content
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Creating Craveworthy Content
Source: Content Marketing Institute, 2013
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Creating Craveworthy Content
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Creating Craveworthy Content
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Creating Craveworthy Content
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L2 Intelligence Report, 2014 http://vimeo.com/86125356
Creating Craveworthy Content
Key Takeaways
TV no longer primary Listen - Passive
Foundation Responsive =
Customer Focus Craveworthy Content
= Youtility
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Content Marketing Institute – B2B 2014 Content Marketing Study
Response Process – H&R Block Edison Research – The Infinite Dial 2014,
Navigating Digital Platforms Forrester Research – Social Intelligence Altimeter Research – Digital Transformation Altimeter Research – Brand Advocacy Social Pros – H&R Block Social Pros – Hilton Worldwide Real Time Marketing – SXSW Panel Content Marketing – 32 Research Reports Yahoo! Business -
83 B2B Social Media & Marketing Stats
Resource Guide
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Thank you!
Zena Weist@zenaweistzena.weist@levelfivesolutions.com
Questions?
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