Marketers…Agencies…Publishers…
And the Battle for Attention
Michael Brenner
Sr. Director, Integrated Marketing, SAP
Co-Founder, Business2Community.com
@BrennerMichael

Me, age 3
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Me, 20 pounds years ago
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Today we are all connected
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What is Marketing?
“The aim of marketing is to know
and understand the customer
so well the product or service fits
him and sells itself…
… The aim of marketing is to
make selling superfluous.”
~ Peter F. Drucker
“Marketing is too important to be
left to the marketing department.”
~ David Packard
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Marketing is Hard!
 Consumers are bombarded with over 2,000
marketing messages per day
 More than 200 Million Americans have joined
the U.S. “Do Not Call” list
 86% of people skip television ads
 44% of direct mail is never opened
 99.9X% of banner ads do not receive clicks
 Less than 1% of B2B emails don’t produce a
single click.
 Buyers wait until they have completed 60% to
80% of their research before reaching out to
vendors.
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Be. More. Interesting.
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Less like this…
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More like this…
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Or This… (“The Future of Media”)
"We're seeing
platform, technology, an
d content all
converging, and it's
happening quickly,“ It's
exciting to me. There's
an appetite for more
original content than
ever, and I have a
company that creates
content, whether it's
distributed in short
form, reality form, live
form, or game form.“
~CNN / Fortune 1/3/12
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Marketers Greatest Challenge Today: Become Publishers
Have the content our audience needs . . .
. . . distributed in the channels they use.
Created, Curated and Syndicated content to create conversations
• For each buyer journey stage
• For all “personas” that influence the buying process at each stage
• For all their media channels
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AMEX Open Forum
•“Help Small Businesses Do More Business”
• All original content
• articles, blogs, research, surveys, contests
• Community / connections
• Find an expert
• White labeled services
• SEO, Creative, (new) BusinessApps
• Heavily branded / CTA “Apply For A Card”
• Personalization
• 1M visitors per months
• “Largest source of new card members”
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“Content Strategy” Meets Buyers Where They Are
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Marketers Challenge: Catching Up to Mobile Consumers
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Marketers Need Content Audiences Want
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Publishers Challenge: Monetizing Content
728x90
Logo plus sponsored text
300x250
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Marketers Challenge: Drive Business Results
Problem: Many of our media tactics were
producing ZERO business results.
Why: Activity-based plans designed to
show business leaders we were supporting
every area of the business. Often executed
reactively or to simply spend available
budget.
Action: Always-on, centralized, agency-led,
online media plan to enable inbound
response on publisher sites. ROI vs.
tactically-focused. Relentlessly optimized. Share the risk / reward
Result: $1 spent produced $4 in sales
© 2011 SAP AG. All rights reserved. Confidential 17

Susan Popper, SVP – SAP Marketing Communications
Q: How can publishers, agencies and
marketers can work better together?
A: “We need strategic “big” ideas that
blend paid/earned/owned. Our greatest
challenge as marketers is staying fresh
and relevant..in a fragmented
environment so the right people can see
you at the right time!”
© 2011 SAP AG. All rights reserved. Confidential 18

“Social networking is a means to an end. You need to
understand what the end is.”
~ Paul Adams, Google: The Real Life Social Network

(Random) Closing Thoughts – Make it about them!
We live in a mobile-enabled, socially connected, real-time world.
We all have entrusted our friends, business colleagues,
photos, music, various musings and resumes to the cloud.
Our businesses cannot respond fast enough.
We need to become publishers
We need content…distributed to our audience…
. . . that balances their needs to be informed, educated
and entertained
We need your help to deliver value to our customers!
© 2011 SAP AG. All rights reserved. Confidential 20

Thank you for YOUR attention!
Email:
michael.brenner@sap.com
Marketing Blog:
B2BMarketingInsider.com
Social News Site:
Business2Community.com
Twitter:
@brennermichael
© 2011 SAP AG. All rights reserved. Confidential 21