The Marketers Perspective with Digital Asset Management - Staying Agile
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The Four Insights Proven to Increase Marketing Agility
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Transcript of The Marketers Perspective with Digital Asset Management - Staying Agile
The Four Insights Proven to Increase Marketing Agility
@shherrin
CREATIVE CONTENT OPTIMIZATION
Streamline the review and approval process for any type of creative asset from the first creative brief through to campaign execution.
Over 2,300 brands and agencies worldwide
WHAT DOES IT MATTER TO DAM?
EVOLUTION OF CUSTOMER INTERACTIONS
EventsDirect FaxDirect MailTelephone
<1980 1990 2000 2005 2014TVRadioPrintDisplay
IMEmail
Cable TVWebsiteSearchOnline Display
+
+ Online VideoWebinarsAffiliate Marketing
+
BlogsRSSMobile EmailSMS+
+ PodcastsContextualWikisSocial NetworksMobile Web
Apps/Push NotificationsGroup TextingSocial DMVoice Marketing+
+ Behavioral TargetingVirtual WorldsVideo NetworksTwitterFacebookMobile AppsGeolocation/GeofencingContent MarketingRatings/Reviews
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Paid SearchLanding PagesMicrosites+
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WHAT THE MARKETING PROCESS FEELS LIKE
Cross-Over
Opinions
Visibility
Data?
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The marketer’s job?
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GSDwithout sacrificing quality
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WHEN YOU DO NOT ADJUST - YOUR CUSTOMERS REACT
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WAS THIS IN THE PLAN?
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MY RECENT EXAMPLE
STARTING IN 2013 -- AGILITY WINS
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2013 SUPERBOWL BLACKOUT TIMELINE
7:37 PM, the lights went out!7:38 PM Oreo Team discusses the situation and starts brainstorming…7:40 PM Audi Team does a friendly tweet poke at competitor Mercedes Benz (with SuperDome naming rights) “Sending some LEDs to the @MBUSA Superdome right now…”7:41 PM Oreo Team reviews design and caption options7:42 PM Oreo Team agrees on tweet, caption and image, but waits to determine cause of power outage.7:44 PM Walgreens tweets, “We do carry candles. #SuperBowl”7:46 PM PBS tweets, “This might be a good time think about alternative programming. #SuperBowlBlackOut.”7:47 PM Oreo Team determines “it’s a go!”7:48 PM Oreo tweets: “Power out? No problem. pic.twitter.com/dnQ7pOgC”7:50 PM @oreo starts trending and other brands try to follow its lead7:51 PM Tide tweets: “We can’t get your #blackout, but we can get your stains out. #SuperBowl #TidePower”7:53 PM VW tweets: “Lost power during the Big Game… Don’t worry, #GetHappy”8:00 PM Walgreens tweets, “…we also sell lights. #SuperBowl”
http://digitalmediaix.com/social-media-swat-team-case-study-the-oreo-super-bowl-tweet/#.VGO24lfF8tE
BRAND RETWEETS
Oreo 16,075
Audi 9,694
Walgreens (candles)
3,380
PBS 3,527
Walgreens (lights)
2,422
Tide 1,370
WHO TOOK THE SURVEY
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INSIGHTS BEHIND AGILE MARKETING
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INSIGHT 1: DEFINE PROJECT MANAGEMENT ROLE
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WHAT SEEMS MORE EFFICIENT?
OR THIS?THIS?
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Value of Project Management
Projects delivered:
- on time
- within budget
- with exceptional quality
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INSIGHT 2: IMPLEMENT AN ADAPTIVE PROCESS
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WHAT SOME OF OUR CLIENTS ARE DOING
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INSIGHT 3: PROJECT MANAGEMENT IN MARKETING… NOT IT
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WHY RELY ON OTHERS?
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INSIGHT 4: AUTOMATE YOUR PROCESS
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BECOMING MORE AGILE HELPS TO AVOID THIS
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THANK YOU
Shawn HerringVice President of MarketingProofHQ
[email protected] +1 317 908 6863 +1 214 519 8644 x 722 shawn.herring.phq www.proofhq.com
@shherrin
