2013+ Digital Brand Marketing Sustained Strategic Shifts - Legolas Media & Neustar AdAdvisor Digital Brand Forum 1-17-13

digital BRAND marketing 13 2013+ sustained strategic shifts_

@StevenCook CMO

#DBForum

1.17.13

Global CMO & Biz Dev

WW VP Strategic Brand Marketing, Biz Dev & Innovation

WW Director Brand Marketing

SVP, CMO U.S., Canada, Mexico

Brand building DNA

- global Fortune 50 B2C brand builder that shifted to Silicon Valley funded start-up - not a ‘digital native’ … am a ‘hybrid’ brand marketer … stay current, curious, courageous - strong belief in understanding people & their user experience

Contributing writer Contributing writer

Brief - digital BRAND marketing state of union

- 2013 forecast

-  validates your current beliefs and strategic activity

-  gives you additional business case proof points to advance your digital brand marketing initiatives inside your company or with your clients

-  gives you something new to think about

-  gets your juices flowing and your mind racing - gives you additional reasons to connect with Neustar AdAdvisor & Legolas Media

Goals: I hope our discussion does one or all:

About 107,000,000 results

About 107,000,000 results

insightful & inspirational sources

digital BRAND marketing ‘state of union’

How would you characterize the era that we’re in now with regard to the relationship between digital and brands?

“Brands for the last 15 years have been looking at online as another media channel to buy ads on. So they buy or rent eyeballs or audiences or uniques from the media properties that provide them. Now you’ve got with all of this user generated content and user interaction and user engagement is the opportunity to build brands in a different way. We believe that brands will get built in the future off the back of meaningful, trusted, authentic and transparent engagement with a set of constituents, and then the amplification of those interactions by those advocates on behalf of those brands in a trusted, authentic and transparent way. And that engagement at scale we believe is what’s going to drive brand building for the future.”

Jeff Dachis, digital marketing pioneer, Co-founder, Razorfish

trend •  general direction in which something is developing or changing or has a

tendency to move •  popular taste at a given time

shift •  to exchange or substitute one thing for another of the same class •  to move or transfer from one place or position to another •  to alter (position or place) •  to change position, direction, place, or form

Fundamental sustained strategic shifts have happened that will continue to accelerate people power… and change their behaviors and expectations… powering potential for brand’s to deliver increased value.

We are beyond trends. Shift_ happened.

A Brand’s traditional ‘target audience’ has been focused on: consumer/customer a person or entity who buys, acquires, consumes goods/services for personal needs, direct use, ownership

& prospect a poten(al customer, client, or purchaser

I believe a sustained strategic shift has occurred in our rapidly transforming digital era that requires us to adopt a new focus from consumer/customer/prospect to people.

Important changed brand building perspective to drive value today and tomorrow…

Why focus on people … what are the shifts?

push > pull > powered = >potential

Why focus on people … what are the shifts?

push > pull > powered = >potential

>potential for people & brands

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“This cycle of tech disruption is materially faster and broader than prior cycles. No industry or business is immune. We will see the re-imagination of nearly everything… powered by new devices, connectivity, UI, and beauty.”

Mary Meeker, General Partner at Kleiner, Perkins, Caufield, & Byers

Buckle your seat belt… significant shifts_ are accelerating.

The digital thread connecting us all is getting longer… quickly.

- Digital is everywhere and should elevate marketing and business priorities for Consumer (people) benefit. - Digital is not just an ad medium - it now is an interaction & engagement medium.

- Leading CMOs embracing digital disruption - creates remarkable potential to bulldoze traditional sources of competitive advantage faster, with greater power, at less cost than any force that came before it.

Accelerated adoption in 2013+ … digital Brand marketing will play pivotal roles to increase potential for people and brands.

- Digital media solutions will provide CMOs the advantages expected online: precise targeting, measurability, and pay-for-performance pricing. - Brands will no longer simply explore/test technologies, but employ them at scale, moving emerging digital ad strategies from the margins to the mainstream. - To win… brands and agencies must understand levers within digital-marketing mix that lead to success, and commit to wide-scale implementation.

Accelerated adoption in 2013+ … digital Brand marketing will play pivotal roles to increase potential for people and brands.

Some of the shifts_ CMOs will have to work through: -  integrate important traditional fundamentals with digital into ever-changing

channels of communication with consumers

-  stop thinking about digital as another media channel

-  overcome the current divide between digital marketing and brand marketing to successfully develop and implement compelling brand experiences

-  master investments in marketing technology and marketing innovation

-  drive their brands to deliver cohesive brand experiences that use digital to augment and extend their engagement with people in other channels and media

-  connect with people in a way that differentiates the brand from competitors

Worldwide in 2012, digital ad spending passed $100-billion mark for the first time.

Growth in digital forecast to remain in double digits through 2015 accounting for One in Five Ad Dollars

SO… what do I think is on the road ahead?

digital BRAND marketing 2013+ sustained strategic shifts_

Smart User Experience Social Media Mobile First

Multi-Screen Omnichannel Big Data INNOlytics

Content & Context Social TV CMO Reinvention

Brand Value Reimagined Brand Trust Brand Agility

Digital Marketing Next

13 digital BRAND marketing 2013+ sustained strategic shifts_

#DBForum"

SOCIAL PREZ"

@

#DBForum

@NeustarInfoSvcs @Legolas_Media #DBForum Your thoughts on 2013+ sustained strategic shift_ #SmartUserExperience

@NeustarInfoSvcs @Legolas_Media #DBForum Your thoughts on 2013+ sustained strategic shift_ #SocialMedia

@NeustarInfoSvcs @Legolas_Media #DBForum Your thoughts on 2013+ sustained strategic shift_ #MobileFirst

@NeustarInfoSvcs @Legolas_Media #DBForum Your thoughts on 2013+ sustained strategic shift_ #MultiScreen

@NeustarInfoSvcs @Legolas_Media #DBForum Your thoughts on 2013+ sustained strategic shift_ #Omnichannel

@NeustarInfoSvcs @Legolas_Media #DBForum Your thoughts on 2013+ sustained strategic shift_ #BigDataINNOlytics

@NeustarInfoSvcs @Legolas_Media #DBForum Your thoughts on 2013+ sustained strategic shift_ #ContentContext

@NeustarInfoSvcs @Legolas_Media #DBForum Your thoughts on 2013+ sustained strategic shift_ #SocialTV

@NeustarInfoSvcs @Legolas_Media #DBForum Your thoughts on 2013+ sustained strategic shift_ #CMOReinvention

@NeustarInfoSvcs @Legolas_Media #DBForum Your thoughts on 2013+ sustained strategic shift_ #BrandValueReimagined

@NeustarInfoSvcs @Legolas_Media #DBForum Your thoughts on 2013+ sustained strategic shift_ #BrandTrust

@NeustarInfoSvcs @Legolas_Media #DBForum Your thoughts on 2013+ sustained strategic shift_ #BrandAgility

@NeustarInfoSvcs @Legolas_Media #DBForum Your thoughts on 2013+ sustained strategic shift_ #DigitalMarketingNext

13 digital BRAND marketing 2013+ sustained strategic shifts_ These are live!"

#DBForum

2013+ sustained strategic shift_ #SmartUserExperience

Focus on people first – online & offline UI Digital is no longer a subset of the average person's life. It's just a part of everyday living that's expected and more accessible than ever. Marketers need to embrace how consumers engage digitally and integrate their message accordingly.


Digital marketers who succeed will focus on: -‘what’ people are doing … ‘what’ behaviors & expectations have changed, or could change/improve -probing to understand ‘why’ & ‘how’ of what they are doing -creating integrated personalized user experiences points -identifying new relevant valued benefits

Optimized & integrated online-offline user experiences.


From ‘Consumer Electronics Show’ to ‘Connected Everything Solutions’

One of this year’s CES themes was electronics brands focus on users, rather than the devices themselves as brands did a better job of communicating the consumer benefits and practical implications of their products rather than the technologies themselves.

Shifts_ at CES

2013+ sustained strategic shift_ #SocialMedia

Social everything … everywhere … 24/7/365.

Conversations + Content + Context + Connection + Community = Social Media Marketing

Social technologies are now a central part of everyday life and work. Social Media Marketing has turned the corner and will accelerate as a strategic consumer engagement environment. Evolving from social platforms to social environments & conversations where brands can participate in ways that people value.

2013+ sustained strategic shift_ #SocialMedia

Brand building in the social environment.

Trusted, authentic, transparent engagement with a group of individuals, and then the amplification of the engagement with that individual’s followers and fans… and their friends and followers and fans.

2013+ sustained strategic shift_ #MobileFirst

At a Post PC ‘Mobile Majority’ inflection point. Online behavior rapidly moving to ‘mobility’.


Doubled in the past two years among US consumers. Time using mobile devices online grew 51.9% to an average 82 minutes/day, while time spent online for desktop, laptop, internet-connected TVs and other non-mobile connected devices only grew 3.6% to an average 173 minutes/day and slowing year-on-year growth.

Behavior rapidly shifting to time spent using mobile devices


From ‘build-for-desktop-first’ to ‘build-for-mobile-first’ -2012: 45% of US adults own a smartphone -2013: mobile devices will pass PCs - be most common Web tools WW -2015: over 80% of handsets in mature markets will be smartphones -2015: tablet shipments will reach around 50% of laptop shipments



Marketing Mix $ follows Mobility changed online behavior By 2016 - WW: spending on mobile advertising will quadruple - N.A.: mobile advertising could be bigger than today’s entire online ad market

2013+ sustained strategic shift_ #MultiScreen

Multi-screen is our way of life. We all do it.

2013+ sustained strategic shift_ #MultiScreen

Multi-screen behavior maximizes brand metrics. Simultaneous device usage while watching TV. Multi-tasking: when a consumer uses multiple devices to simultaneously perform unrelated activities, such as Facebooking while watching TV. Complementary usage: when a consumer uses multiple screens to perform related activities, such as viewing a live stream of in-game statistics on a tablet computer while watching the broadcast of the same game on a TV.

Econsultancy - May 2012 - The Multi-Screen Marketer

2013+ sustained strategic shift_ #Omnichannel

Omnichannel marketing is about being present or available across people’s online and offline behavioral path- each potential engagement and experience point integrated with all others. Omnichannel creates increased potential for brands to deliver integrated Moments of Engagement through sales funnel.

Commerce Loses Its Linearity.

2013+ sustained strategic shift_ #Omnichannel

People "First"

Optimized experience for People

OMNIchannel

2013+ sustained strategic shift_ #BigDataINNOlytics

HOLY SHIFT_ !!!!!! the growth of digital data will be 44 times greater in 2020 than it was in 2009.


…but feel unprepared. Brand & Agency Teams have a big opportunity to provide value to their CMOs

CMOs understand importance…


Transitioning From ‘Big Data’ to ‘Smart Data’ Matters to Marketers

shift in the communication landscape from this one-way brand-building-at-you to building-brands-with-constituents is a shift

How does Big Data change the agency relationship and what the agency must be?

Roles going to shift in a lot of ways. You’re going to start to see a need for an agency skill set that is related to or based on the ability to analyze enormous sums of social interactions.”




As we embrace Big Data and Metrics that Matter … remember … data means nothing without insight.

Analytics !!!!

I have a recommendation…!


INNOlytics !!!!

INsights!INtegration!INNOvations!INfuse emotions!

Raw Data & Un-INvested Analysis mean nothing without

www.youtube.com/user/AdobeSystems/featured?v=gjsT-z16vR0

2013+ sustained strategic shift_ #ContentContext

-Content marketing is attracting its share of marketers' budgets: 12% on average -55% marketers to spend even more in 2013 -Ability to understand the effectiveness of content marketing: 8% "very satisfied” 48% "somewhat satisfied”

Late-2012 survey, 600 marketers

2013+ sustained strategic shift_ #ContentContext

Build, buy or sponsor content that helps deliver brand goals & and deliver it in a contextually relevant way to add differentiated value.

Set integrated, strategic goals.

SocialTV will emerge enabled by: -how people want to connect on content experiences … real-time synchronous -rapidly growing connected smart devices (TV, Tablet/Phablets, Smartphone, PC) -104,000,000 Smart TVs Now In Use Worldwide -US household penetration now exceeds 20% -emerging robust ecosystem: content, production, distribution, tech, brand, agency Social TV will end up doing what social media has done: It will get absorbed into daily life. It will stop being a separate thing. Social TV will become ... TV.

An early, but very well informed, shift_ prediction

2013+ sustained strategic shift_ #SocialTV


Fans take & post photo to social media

Fan Questions

Invite Friends - even during the concert!

Conversation Bar: One of many ways to socialize on FanKix

Hang with Friends & other Fans … & Experience Live Online Social Concerts on any internet connected device.

Intelligent Display Comment Feed:

“shout to the crowd”


Internet Device Experience available on any Mac/PC, Mobile, Tablet, Connected TV & any OS

Environment Layer Profile-specific integrated branding delivered in HD

Band Layer Band performs a unique up-close and personal performance

FanKix delivers 3 customized real-time layers during online social concerts to engage consumers with relevant content, delivering a personalized,

targeted user experience.

Interactive Layer Fans socialize with friends, other Fans and directly with the Band & Brand

Brand Integration


It’s not ‘If’ … but … ‘When’ … ‘What’ … and ‘WOW’

www.cmo.com/articles/2012/1/24/its-time-to-raise-the-cmo-bar.html

Editorial ‘Must Read’: Q1 2012

Editorial & reader pick: 12 Most Popular Posts of 2012

Chief Marketing & Sales Officer Forum

CMO.com 1.24.12: ‘It’s Time To Raise the CMO Bar’

2013+ sustained strategic shift_ #CMOReinvention

These shifts have fundamentally changed CMO, Marketing Team & Agency partner roles.

New normal.

‘It’s Time To Raise the CMO Bar’

Shift from traditional CMO role & deliverables to ‘CGAR5’ … Commercial Growth Accelerator

Relationships (‘people’ engagement) Reputation (authentic, transparent, trust) Relevant reimaging (compelling value prop, grow brand) Revenue & results (metrics that matter, MROI) Real-time (responsive, agile)



There is a ‘new normal’ for CMOs, Marketing, Agencies. We are at a tipping point to develop NEW & IMPROVED

roles for CMOs and their Marketing & Agency partner Teams to remain relevant, valued & connected… & focused on the highest value creation strategic opportunities.


Are we over that fear of giving away our brand to consumers?

“Absolutely not. We’re in the earliest of earliest of stages of this next sort of phase of development, the idea that brands don’t necessarily have control over where their brands live anymore. This shift is from ‘mass communications’ to a ‘mass of communicators’. Used to have this sort of one-way, I can talk at you and build my brand at you. Now I need to engage with you and build my brand with you because you’re going to say what you want to say anyway, whether or not I’m engaged in that conversation. So I might as well get engaged in that discussion, I might as well get involved in how you feel about the experiences that you’ve had and help you have an affinity toward my brand and help me amplify that affinity to the people who trust you.”




‘Marketing’ is no longer a Department! People First!

Come together … over me … right now.


Yesterday Reimagine the Future Team

Marketing

Sales

IT Finance

Agency

Strategic Partners R&D

Customer Support

Marketing

Sales

IT Finance

Agency

Legolas Media & Neustar AdAdvisor R&D

Digital ‘People’ Listening Lab

INNOlytics



What are the implications on the CMO’s job & role?

CMOs have awareness of the shift in the communication landscape from one-way brand-building-at-you to building-brands-with-constituents. You can’t buy audience anymore.



Marketing Mind is not a choice between ‘Art’ or ‘Science’.


Marketing Mind is at a tipping point transition from ‘Art & Science’ to ‘Science & Art’.

2013+ sustained strategic shift_ #BrandValueReimagined

Consumers (people) are winning the fight to own the new ‘consumer’. Value is being re-defined. The increasingly sophisticated and highly-connected consumer expects more from brands; he or she wants personalization, relevance, convenience, simplicity, and proximity. To stay competitive, brands need a new approach to consumer engagement and conversion. They need an integrated digital marketing strategy.

Power has shifted from the producer to the people.

2013+ sustained strategic shift_ #BrandValueReimagined

Listen & watch. Identify & innovate hidden value. Value creation potential will flow away from traditional brands that don’t accelerate their adoption and commercialization of these sustained strategic shifts. It will flow towards brands, communities and individuals that understand and act on the big trends shaping our future. Marketers will realize that technology doesn’t really add value unless it adds value for the customer. Leading companies will embrace technology as a tool to help build customer relationships and create enduring connections.

First Moment of Truth … online & offline.

2013+ sustained strategic shift_ #BrandTrust

Trust has to be earned more than ever - every day, every time.

Edelman Trust Barometer: business implications of having a trusted reputation and, conversely, the devastating impact of a negative reputation: -85% of respondents report they have bought products/services of a company they trusted -conversely, 73% say they refused to buy products or services from one they did not trust In our connected digital age, we will see an acceleration of ‘Reputation Management’ tools. Building an authentic, transparent, trusted reputation for a company/brand and ensuring that all messaging consistently reinforces it across all online and offline touch points is a critical marketing stewardship and communications role given the speed and transparency of our global, interconnected digital world.

2013+ sustained strategic shift_ #BrandAgility

Survival of the quickest … real-time, fluid, agile!

"I don't believe in futurists that much anymore - they are usually wrong," he says, responding to a label that is often applied to him. "I'm calling myself a 'nowist,' and I'm trying to figure out how to build up the ability to react to anything. In other words, I want to create a certain agility. The biggest liability for companies now is having too many assets; you need to learn how to be fluid and agile. 'It's kind of a spiritual thing," he continues. "You want to have your peripherals wide open and adapt as quickly as you can. I think that will be an important survival trait of people and companies in the future.”

Joi Ito, MIT Media Lab Director

2013+ sustained strategic shift_ #BrandAgility

Real-time media buying takes hold. The intersection of location awareness, social media, and mobility is finally delivering the ability to target customers with incentives and coupons at the point of decision-making. This is compressing buying cycles and creating the need for more agile thinking and actions. But these tools are also providing a powerful way to listen to customers and understand trends and micro-trends as they pop up. Real-time marketing and listening platforms demonstrably works … not just in social channels… but across the marketing spectrum.

Successful orgs recognize need to be highly agile, flexible.

2013+ sustained strategic shift_ #DigitalMarketingNext

The one we don't even know about yet that will resonate with people ... changing their behaviors, connections, expectations, desired value … which will power increased value creation potential for brands and agencies that are ‘people first’, listening, innovating.

And… the next sustained strategic shift is… �

What do you think?

people �br

and�

2013�2009� 2011� 2012� 2014�

2010�2008�

2015�

2016

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powered� potential�

What sustained strategic shifts are you going to champion to drive brand value in 2013+? �

#DBForum @NeustarInfoSvcs @Legolas_Media @StevenCook"

Thank you. I am interested in listening

to your perspective.

@StevenCook CMO

#DBForum

www.adage.com/article/news/ahead-2013-challenges-predictions-marketers/239008/ www.youtube.com/user/AdobeSystems/featured?v=gjsT-z16vR0 www.johnbell.typepad.com/weblog/2012/12/three-social-business-mega-trends-for-brand-marketers-in-2013.html# www.brandingstrategyinsider.com/2012/12/digital-and-media-marketing-trends-for-2013.html www.cmo.com/articles/2012/12/18/prediction_for_2013_.frame.html www.cmo.com/slide-shows/_13_major_marketing_.html# www.cmo.com/articles/2012/11/6/13-trends-in-2013-social-media-marketing-takes-flight-infographic.frame.html www.cmo.com/articles/2012/12/17/digital_marketing_in.html

www.digiday.com/brands/brands-at-ces-say-dont-be-seduced-by-data/ www.digiday.com/brands/4-hot-trends-from-ces-for-brands/

www.cmo.com/articles/2012/1/24/its-time-to-raise-the-cmo-bar.html

www.emarketer.com/(S(x2fyasejcn0m45fs055wft45))/Article.aspx?R=1009503

www.econsultancy.com/us/blog/61806-17-digital-marketing-and-ecommerce-trends-for-2013-by-econsultancy-ceo-ashley-friedlein www.economist.com/blogs/theworldin2013/2012/11/global-trends-2013

www.emarketer.com/(S(t1dbt545e1mlujiknbqcinbo))/Article.aspx?R=1009509 www.emarketer.com/Article.aspx?R=1009592

www.emarketer.com/(S(t1dbt545e1mlujiknbqcinbo))/Article.aspx?R=1009506#JkMlSZapGzF9DToD.99 www.fastcocreate.com/1682165/how-marketing-will-change-in-2013-the-strategic-forecast www.forbes.com/sites/lisaarthur/2013/01/09/why-2013-is-the-year-of-the-marketer/?ss=cmo-network www.forbes.com/sites/jenniferrooney/2013/01/11/jeff-dachis-on-digital-marketing-realities-past-and-future/?goback=%2Egde_3757303_member_203650203 www.forbes.com/sites/work-in-progress/2012/12/18/10-brand-marketing-trends-that-should-dominate-2013/

http://blogs.forrester.com/corinne_munchbach/13-01-09-cmos_are_you_ready_for_2013 www.forbes.com/pictures/fi45lkdmh/mobile-device-battles/

www.thinkwithgoogle.com/insights/featured/joi-itos-trends-to-watch-in-2013/ www.gartner.com/it/page.jsp?id=2209615&q4885870=1

http://blogs.hbr.org/schrage/2012/12/four-innovation-trends-to-watc.html

www.imediaconnection.com/content/33374.asp?ref=rc_mp

www.imediaconnection.com/content/33337.asp www.imediaconnection.com/article_full.aspx?id=33258#

www.jwtintelligence.com/2012/12/10-trends-2013-2-minutes/ www.slideshare.net/fullscreen/jwtintelligence/jwt-10-trends-for-2013-executive-summary/1

www.slideshare.net/kleinerperkins/2012-kpcb-internet-trends-yearend-update#btnNext

www.mediapost.com/publications/article/189044/2013-digital-marketing-trends-brand-conversation.html#ixzz2HcslbfPc

www.mashable.com/2012/12/13/digital-marketing-2013/ www.marketingweek.co.uk/news/digital-marketing-to-become-just-marketing-in-2013/4005302.article

www.mediabuzz.com.sg/asian-emarketing-latest-issue/1769-silverpops-key-marketing-trends-2013-for-success-in-the-year-of-the-customer

www.mashable.com/2012/12/06/tech-trends-2013/ www.cmsoforum.mckinsey.com/article/how-to-win-in-2013-customer-experience

www.socialmediatoday.com/chris-horton/1060126/2013-year-integrated-digital-marketing www.socialmediatoday.com/gareth-case/363115/marketing-trends-2013-and-beyond#

www.ypulse.com/post/view/a-look-into-the-crystal-ball-top-trends-for-2013

insightful & inspirational sources

www.mashable.com/2013/01/06/marketing-predictions-2013/

www.edelman.com/news/trust/2011/

www.adage.com/article/trending-topics/exploding-social-tv-ecosystem-updated/235352/#

www-935.ibm.com/services/us/cmo/cmostudy2011/cmo-registration.html

Documents

2013+ Digital Brand Marketing Sustained Strategic Shifts - Legolas Media & Neustar AdAdvisor Digital Brand Forum 1-17-13