The Data Behind Today’s Winning Marketing Strategies · 1st vertical marketing & data analytics...
Transcript of The Data Behind Today’s Winning Marketing Strategies · 1st vertical marketing & data analytics...
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Alison BringéChief Marketing Officer
The Data Behind Today’s Winning Marketing Strategies
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And trusted partnerships within the industry…
For over a decade more than 1000 brands and agencies have used Launchmetrics’ Marketing Platform & Data Analytics to build brand value.
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1st vertical marketing & data analytics platform used by more than 1,000 Fashion, Luxury & Cosmetics brands.
We help them accelerate their product launch cycle and move their consumers from product discovery to purchase.
Access to network - # 1 FLC influencers & media community
Activation – Events, Samples, Visual Content Marketing
Measurement – Campaign performance & benchmark
@launchmetrics
WHAT WE DO
How?
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of US online adult luxury buyers regularly like or
comment on brand posts - Forrester
of brands implemented influencer marketing
campaigns in the past year - Launchmetrics
53% 61%
of luxury purchases were digitally influenced
- BCG
80%
@launchmetrics
THE DIGITAL REVOLUTION CONTINUES TO STRENGTHEN
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Add
THE “MILLENNIAL STATE OF MIND” IS PERMEATING THE LUXURY INDUSTRY AND CHANGING THE COMMUNICATION MIX
GENERATION Y / ZBOOMERS / GENERATION X
85% OF LUXURY
GROWTH IN 2017
40% OF LUXURY MARKET
IN 2025
EXCLUSIVITY PRESTIGE SCARCITY ACCESSIBILITY AUTHENTICITYPERSONALITY SUSTAINABILITY
OF LUXURY MARKET IN 201777%
@launchmetrics
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Fashion Beauty Luxury
2018
Millennials (24-28)
Gen X (39-52)
Gen Z (6-23)
74.6%
22.3%
3.1%
201917.6%
Gen X
21.1%Gen Z
61.3%
Millennial
21.9%
Gen X
1.6%
Gen Z
76.5%
Millennial
29%
Gen X
71%
Millennial
@launchmetrics
TARGET AUDIENCE
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Monitoring is often done separately for online, social and
print. On social even owned media and influencer marketing are often
tracked through different tools.
AVE & circulation for print, visitors and backlinks for online and
followers, engagement or EMV for social : there is no unified
methodology.
From traditional PRs and owned content to influencer gifting and
partnerships with celebrities, communication investments are
increasingly fragmented.
Brands can’t benchmark strategies or against competitors
@launchmetrics
THE CHALLENGE
Is there isn’t a unified methodology for measurement
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HOW BRANDS ARE ARBITRATING BUDGETS
Traditional Media
Influencers & Celebrities
Owned Media Partners
PR & Media Relations
Influencer Marketing
Social Media & Content Marketing
Business Development & E-Commerce
@launchmetrics
Photo: @XeniaAdonts
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TRADITIONALMEDIA
CELEBRITIES
INFLUENCERS
PARTNERS
OWNEDMEDIA
Awareness
Authority
Amplification
Advocacy
The Cycle of Influence has expanded from a few concentrated sources to
five main voices that move consumers through the buying journey.
A VOICE-CENTRIC APPROACH
@launchmetrics
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(MIV™)
More than 100 attributes including Media Rates, Audience, Engagement, Content Quality…
Based on industry specific panel (Fashion, Luxury and Beauty)
AI powered: algorithm trained on more than 5 years historical campaign performance data
PRINT MEDIA
ONLINE MEDIA
SOCIAL MEDIA
ABOUT OUR DATA & METHODOLOGY
TRADITIONALMEDIA
CELEBRITIES
INFLUENCERSPARTNERS
OWNEDMEDIA
@launchmetrics
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The Changing Landscape
Global Landscape Today
@launchmetrics
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THE MOST ACTIVE VOICES AREN’T ALWAYS THE MOST POWERFUL
2017
Traditional Media Influencers Celebrities Owned Media
0.0%
20.0%
40.0%
60.0%
Traditional Media Influencers Celebrities Owned Media
0.0%
20.0%
40.0%
60.0%
Total Placements
Total MIV
2018
@launchmetrics
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GROWTH IN TRADITIONAL MEDIA
$148Min Media Impact Value™
28%of the total
voice
2017/ September 2018/ September
@launchmetrics
VS
$306Min Media Impact Value™
32%of the total
voice
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THE EVOLUTION OF OWNED MEDIA
$81.7Min Media Impact Value™
15.2%of the total
voice
2017/ September 2018/ September
@launchmetrics
VS
$144Min Media Impact Value™
10.3%of the total
voice
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INFLUENCER MARKETING ON THE RISE
$143.8Min Media Impact Value™
32%of the total
voice
2017/ September 2018/ September
@launchmetrics
VS
$466Min Media Impact Value™
44%of the total
voice
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How brands are creating value
Value Creation
@launchmetrics
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@launchmetrics
HOW BRANDS ARE CREATING VALUE
Owned Media 61.1%
Media 28.5%
Influencer 10.o%
Celebrity 0.1%
Voice Split
Partner 0.3%
$16MMedia Impact Value
Photo: @victoriabeckham
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HOW BRANDS ARE CREATING VALUE
Owned Media 30%
Media 17%
Influencer 46%
Celebrity 7%
Voice Split
Partner 1%
$38MMedia Impact Value
Photo: @chiaraferragni@launchmetrics
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HOW BRANDS ARE CREATING VALUE
Owned Media
46.7%
Media
Influencer
Celebrity
Voice Split
Partner
$19M+Media Impact Value
GUCCI
43.5%
33.6%35.2%
19.6%19%
2.2%
0.1%0.1%
20172018
@launchmetrics Photo: @gucci
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GUCCI REACHES NEW AUDIENCES BY MOVING CITIES
MILAN 2017 PARIS 2018
SP UK
US FR IT
SP UK
US FR IT
62% MIV 16% MIV 15% MIV
3% MIV 3% MIV
33% MIV 31% MIV 15% MIV
7% MIV 15% MIV
@launchmetrics
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Define your goals and context to find the right mix to move consumers through the buyer journey.
KEY TAKEAWAYAwareness
Legitimacy
Purchase
Retention
Advocacy
Goal
TRADITIONALMEDIA
CELEBRITIES
INFLUENCERSPARTNERS
OWNEDMEDIA
@launchmetrics
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Q&A@launchmetrics