2. Start with a simple human truth…. Its never been a harder time to be a client Harder to connect with consumers Rapidly changing markets Increased Accountability
3. …And Media buying is a Commodity Efficient pricing is no longer value added Media isn’t only value publishers provide Takes eye away from unpaid opportunities (i.e. Social) Implication: Marketers and agencies that focus only on media impressionsleave value on the table
4. The communication infrastructure has shifted from linear to networked Receiver Receiver Transmitter Receiver Receiver Receiver Linear Networked
16. unaided awareness increased driven by choice more likely to recall more likely to click through more likely to buy win, win, win
17. TOTAL CONTENT STRATEGY Consumer Experiences are liquid Channel Neutral Segmenting and Sequencing Socialization drives scale Relevance yields consumer action
18. Critically - your agency needs to plan for content Content Planning Content Alliances Landing Pages Video Translation/Localization Podcast Print Banners
19. Challenge: Oracle Reaches Global Online ROI Limits Finite material available from internal marketing teams Oracle relied upon English language content to run globally 80% of online awareness campaigns failed to launch with the right copy 51% of all global online ads in a non-English language directed consumers to English web pages International publishers unwilling to guarantee lead performance against English-only content
21. We expanded content portfolio – with international audiences – by 48% VIDEO VIRTUAL EVENTS BUSINESS CASE STUDIES MOBILE APPS
22. Oracle gained value through superior content navigation 2,005 custom assets in 12 languages across 20+ countries created 95% of publishers willing to guarantee performance with more “confidence” in content Oracle’s digital ROI exceeds 1200% in Year 2, a 107% LIFT over ROI Oracle achieved on U.S.-led content alone Year 2 Year 1 +30% +48% LIFT in Global Digital Content +107% +48% LIFT in ROI
23. Value gained through content planning Better results - right message, right audience, right time Resource efficiencies – reduce development, eliminate duplication Liquid, nimble – innovate with speed and in ways you couldn’t before Earn a seat at the table – get into places brands are not invited Cost and intelligence opportunities - value exchange for your content with media vendors creates new deal structures
