Trends for Marketing in the Digital Age

Zena WeistVP Strategy, Expion@zenaweist

Trusted by over 200 Household Brands

Expion FAVE50 Social Retail Index - Download

Digital Marketing Trends

Real Time Marketing Creating Youtility Through Care, Context &

Creativity Empowering Employees & Fans

Digital Marketing Trends

Real Time Marketing

Using data analytics with a process flow to shift marketing messaging in real time or near real time.

http://expi.co/0uAY

REAL TIME - Oreo’s Super Bowl Catalyst

Real Time Marketing – The How

Process - not a project Ongoing newsroom - not campaign Brand relevant - not buzz wedge

http://expi.co/0uAT

MEASUREMENT - Oreo’s Media Mix

Real Time Marketing - Measurement

Measure holistically It’s not EITHER/OR – it’s AND It has to be trackable - chops Cross media commitment - not silo

Digital Marketing Trends

Real Time Marketing Creating Youtility Through Care, Context &

Creativity Empowering Employees & Fans

Digital Marketing Trends

Creating Youtility Through Care, Context & Creativity

“If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.” - @jaybaer for life.

Businesses know social listening is important

4/5**Approximately 80% of marketers actively involved in their company’ssocial media strategy report “listening” as an existing goal

Source: Forrester 2012

Companies “listen” to social media

But most companies are passive

Source: Forrester 2012

CARE - Social Business Foundation

http://expi.co/0uAe

CONTEXT - Gatorade Command Center

Listen, Respond, Resolve, Share

CREATIVITY – Breaking through the clutter

Creating Youtility Through Care, Context & Creativity

Customer service first Product innovation through listening Creative service by tapping into passion

Digital Marketing Trends

Real Time Marketing Creating Youtility Through Care, Context &

Creativity Empowering Employees & Fans

Digital Marketing Trends

Empowering Employees & FansEnabling your best fans to tell your brand story. e.

H&R Block operates over 10,000 retail offices in the

the United States and 1,700 retail offices abroad and employs 90,000 Tax

Professionals worldwide.

#IAMHRBlock

Empowering Employees & Fans

Simple tool Content with guardrails No voluntolds

Digital Marketing Trends

Real Time Marketing Creating Youtility Through Care, Context &

Creativity Empowering Employees & Fans

Resources Expion FAVE50 Social Retail Index - Download Edison Research –

The Infinite Dial 2013, Navigating Digital Platforms Forrester Research – Social Intelligence Edison Research – Mom & Media 2013 Pew Research – Online Adults on Social Networking Altimeter Research – Brand Advocacy Social Pros – H&R Block Social Pros – Hilton Worldwide Real Time Marketing – SXSW Panel Content Marketing – 32 Research Reports Social Media Today -

101 Social Media and Digital Marketing Stats

Thank you!Zena Weist@zenaweistzweist@expion.com