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Can Brands Manage The Conversation Layer At Scale? Matt Goddard CEO, R2integrated @R2iMatt @r2integrated
Research Approach: Survey Intercept Focus group Current customers
How do we define scale?
What do we mean by the conversation layer?
Awareness Decision Making Showing me things I may want What product will I actually buy Advertising Layer Conversation Layer
People, Places and Content Networked Communities of Interest The new battleground for decision-making behavior
Research showed: Lions share of budget is the things they can measure. (CPC, behavioral targeting, paid media) Focused mostly on the big 4. 36% of respondents were looking at the outer web. 25% are engaged in influencer outreach. Content objects and downloads, not conversations.
Respondents said: “I don’t have the staff or workflow.” “I can’t explain to mgmt what’s working.” “I’m overloaded with data.” “Need to identify key areas of importance.”
Respondents said: “Marketers will always have an avenue of awareness.” It’s reaching (conversing with) the targeted audience that is difficult.”
The Scale vs. Relevancy Problem
Let’s ask a different question: Can we scale? No Can we prioritize? Yes How?

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Matt Goddard - CM Summit

  • 1. Can Brands Manage The Conversation Layer At Scale? Matt Goddard CEO, R2integrated @R2iMatt @r2integrated
  • 2. Research Approach: Survey Intercept Focus group Current customers
  • 3. How do we define scale?
  • 4. What do we mean by the conversation layer?
  • 5. Awareness Decision Making Showing me things I may want What product will I actually buy Advertising Layer Conversation Layer
  • 6. People, Places and Content Networked Communities of Interest The new battleground for decision-making behavior
  • 7. Research showed: Lions share of budget is the things they can measure. (CPC, behavioral targeting, paid media) Focused mostly on the big 4. 36% of respondents were looking at the outer web. 25% are engaged in influencer outreach. Content objects and downloads, not conversations.
  • 8. Respondents said: “I don’t have the staff or workflow.” “I can’t explain to mgmt what’s working.” “I’m overloaded with data.” “Need to identify key areas of importance.”
  • 9. Respondents said: “Marketers will always have an avenue of awareness.” It’s reaching (conversing with) the targeted audience that is difficult.”
  • 10. The Scale vs. Relevancy Problem
  • 11. Let’s ask a different question: Can we scale? No Can we prioritize? Yes How?

Hinweis der Redaktion

  1. The title of our talk is Can Brands Manage the Conversation Layer. We will answer that question today based on research that was performed by R2i over the last 6 months. This research came from a variety of sources including:Do I really need this slide
  2. .