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The behavior of today’s consumer isn’t changing. It has changed. If you don’t recognize this and evolve your marketing plans accordingly, you risk getting left out and left behind. Listen to what it means to be an on-demand brand in a real-time, Twitter-driven culture. Our discussion will start with a review of just how consumers use online channels and how that translates offline. We will look at key consumer insights -- generated by the consumer, for the consumer -- and what that says about their interaction expectations with your brand. With these insights as a foundation, we will talk about how channels like display media and behavioral targeting are now tactical support for your on-demand strategy, not the strategy itself. A framework for how this on-demand mindset is enabled will also be shared and discussed.
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© 2008 Critical Mass, Inc. All Rights Reserved
Is Your Brand On Demand?
2© 2009 Critical Mass, Inc. All Rights Reserved
So what?
We areCritical Mass.
3© 2009 Critical Mass, Inc. All Rights Reserved
4© 2009 Critical Mass, Inc. All Rights Reserved
A selection of our clients
5© 2009 Critical Mass, Inc. All Rights Reserved
Today’s Consumer Has Changed…
6© 2009 Critical Mass, Inc. All Rights Reserved
People Play a Lot of Different Roles...
7© 2009 Critical Mass, Inc. All Rights Reserved
…and Consume Media in Different Places
8© 2009 Critical Mass, Inc. All Rights Reserved
Is Your Brand on Demand?
9© 2009 Critical Mass, Inc. All Rights Reserved
1.0 On demand brands are insightful.
The act or result of apprehending the inner nature of things or of seeing intuitively .Merriam Webster
10© 2009 Critical Mass, Inc. All Rights Reserved
insightful
11© 2009 Critical Mass, Inc. All Rights Reserved
2.0 On demand brands are remarkable.
“Half-measures simply won't do. The only way to grow is to abandon your strategy of doing what you did yesterday, but better. Commit.” Seth Godin
12© 2009 Critical Mass, Inc. All Rights Reserved
remarkable
13© 2009 Critical Mass, Inc. All Rights Reserved
3.0 On demand brands are valuable.
“Frequent online purchasers are more likely to spend more money at Web sites that offer personalization…”
Cyber Dialogue
14© 2009 Critical Mass, Inc. All Rights Reserved
15© 2009 Critical Mass, Inc. All Rights Reserved
4.0 On demand brands are dynamic.
“2.83 million pieces of new content are posted every day…”
Nielsen BuzzMetrics
16© 2009 Critical Mass, Inc. All Rights Reserved
dynamic
17© 2009 Critical Mass, Inc. All Rights Reserved
5.0 On demand brands are portable.
“”I'm on a Virgin America plane heading to NYC—with onboard wifi it's like a flying office”
Biz Stone - Twitter
18© 2009 Critical Mass, Inc. All Rights Reserved
19© 2009 Critical Mass, Inc. All Rights Reserved
6.0 On demand brands are conversational.
“"Online media has transformed into a social and interactive experience, and brands are anxious to target messages to the active consumer audiences that are flocking to these platforms.“
Rob Crumpler, CEO of BuzzLogic
20© 2009 Critical Mass, Inc. All Rights Reserved
21© 2009 Critical Mass, Inc. All Rights Reserved
7.0 On demand brands are everywhere.*
“Consumers don’t see the difference between marketing channels. They just see the brand and then use the channel that’s most convenient for them at that time” eMarketer
* Everywhere they need to be
22© 2009 Critical Mass, Inc. All Rights Reserved
Everywhere
23© 2009 Critical Mass, Inc. All Rights Reserved
In Summary…
24© 2009 Critical Mass, Inc. All Rights Reserved
Summary
Be insightful Be remarkableBe valuableBe dynamic Be portableBe conversational Be everywhere
Be on demand
25© 2009 Critical Mass, Inc. All Rights Reserved
Contact:Amanda LevyDirector, Business [email protected]