Post on 14-Dec-2014
description
Engaging Content & Leveraging the Mass Consumer Market
PAIDOWNEDEARNEDMEDIA
By Chris DuttonMedia Director, Hothouse
1980s Media
Consumer
Radio
Direct
TV / Cinema
Press
Posters / OOH
Explosion of devices and channels
Consumer
.
Brands must differentiate to connect with consumers
.
Agencies must also adapt
Moving away from old marketing models
OWNED
‘Advertising’
Affiliates
POEM UniversePAID EARNED
Campaign Site(s)
Community
Product Site(s)
Corporate Website
Natural Search
Campaign
Social Media
Video sharingSocial networks
Blogs
ForumPersonal pages
RadioMags
Newspapers
Online adsOutdoor
Television
• Typical corporate media spend.
• Drives people to Owned Media
• First person commentary and content about the brand posted and shared across a variety of venues.
• “Social Media” outlets also support Bought and Owned media.
A virtuous cycle of consumer involvement
Channels are converging
Drive relevant content and they will come
Big brands adopting the model
Big brands adopting the model
Earned / Owned are trending
Source: Soda Report
Earned rules the Court!
EARNEDIs King
OWNEDIs Queen
PAIDIs Jester
Source: Soda Report
.
What’s the hold up?1. The Teams are Too
Far Apart2. Agencies are Too
Specialized
3. The Tools are Too Narrow
So what’s the right approach?
Put it in the right context for you
Source: Initiative
Executing POEM well
1. Strategy 2. Organisation
3. Production 4. Analysis
Once you’re done…do it again!
Campaign versus ‘Always On’
Example of Phased Integrated Marketing Campaign
Source: Karen Untereker
.
Specific POEM tools emerging
Three things to get started today
1.Map your touch-points (audit).
2.Connect to the consumer at every touch-point.
3.Track and measure consumer involvement.