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

#DBForum

digital BRAND marketing
13 2013+ sustained strategic shifts_

@StevenCook
1.17.13 CMO

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

WW Director WW VP Strategic Brand Marketing, SVP, CMO
Brand Marketing Biz Dev & Innovation U.S., Canada, Mexico

Global CMO & Biz Dev

Contributing writer Contributing writer

Brief
- digital BRAND marketing state of union
- 2013 forecast

Goals: I hope our discussion does one or all:

-  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

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

We are beyond trends.
Shift_ happened.

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.

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

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

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.

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

driving brand value
pre-digital

push prospect
1-way
A dv Tec
h

brand customer /

driving brand value
pre-digital

push prospect
1-way
A dv Tec
h

brand customer /

2016
2009 2010 2011
2008
2013 2014
2012
2015

powered potential

people brand

Buckle your seat belt… significant shifts_ are accelerating.

“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

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

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

- 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.

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

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

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

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

digital BRAND marketing
2013+ sustained strategic shifts_

13 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

#DBForum"
 
SOCIAL PREZ"
@

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

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

#MultiScreen #Omnichannel #BigDataINNOlytics

#ContentContext #SocialTV #CMOReinvention

#BrandValueReimagined #BrandTrust #BrandAgility

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

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.

2013+

Optimized & integrated online-offline user experiences.

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

2013+

Shifts_ at CES

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.

2013+
#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+
#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+ At a Post PC ‘Mobile Majority’ inflection point.
#MobileFirst Online behavior rapidly moving to ‘mobility’.

2013+
#MobileFirst

Behavior rapidly shifting to time spent using mobile devices

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.

2013+
#MobileFirst

2013+
#MobileFirst

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

2013+
#MobileFirst

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+
#MultiScreen

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

2013+
#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+
#Omnichannel

Commerce Loses Its Linearity.
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.

2013+
#Omnichannel

OMNIchannel

People " Optimized
experience
for People
First"

2013+
sustained strategic shift_ HOLY SHIFT_ !!!!!!
#BigDataINNOlytics the growth of digital data will be
44 times greater in 2020 than it
was in 2009.

CMOs understand importance…
2013+
…but feel unprepared.
#BigDataINNOlytics Brand & Agency Teams have a
big opportunity to provide value
to their CMOs

2013+
sustained strategic shift_ Transitioning From
#BigDataINNOlytics
‘Big Data’ to ‘Smart Data’
Matters to Marketers

2013+
#BigDataINNOlytics

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


2013+ As we embrace Big Data and Metrics that Matter … remember …
#BigDataINNOlytics data means nothing without insight.

Analytics !
!
!
!

I have a recommendation…!

2013+
#BigDataINNOlytics

Raw Data & Un-INvested Analysis mean nothing without

INNOlytics !
!
! INsights!
!
INtegration!

INNOvations!
INfuse emotions!

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

2013+
#ContentContext

Late-2012 survey, 600 marketers

-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”

Set integrated, strategic goals.
2013+
sustained strategic shift_ Build, buy or sponsor content that
#ContentContext helps deliver brand goals & and
deliver it in a contextually relevant
way to add differentiated value.

2013+
#SocialTV

An early, but very well informed, shift_ prediction

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.

2013+
#SocialTV

Hang with Friends & other Fans …
& Experience Live Online Social Concerts on any internet connected device.
Fans take &
post photo to Fan
social media Questions

Invite Friends - even
during the concert!

Intelligent Display
Comment Feed:
“shout to the crowd”

Conversation Bar:
One of many ways to
socialize on FanKix

2013+
#SocialTV

FanKix delivers 3 customized real-time layers during online social concerts
to engage consumers with relevant content, delivering a personalized,
targeted user experience.
Internet Device Brand Band Layer
Experience available on any Mac/PC, Integration Band performs a unique up-close
Mobile, Tablet, Connected TV & any OS and personal performance

Interactive Layer
Environment Layer Fans socialize with friends, other
Profile-specific integrated Fans and directly with the
branding delivered in HD Band & Brand

2013+
sustained strategic shift_ It’s not ‘If’ … but … ‘When’ … ‘What’ … and ‘WOW’
#SocialTV

2013+
New normal.
sustained strategic shift_ These shifts have fundamentally
#CMOReinvention
changed CMO, Marketing Team &
Agency partner roles.

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

Chief Marketing &
Sales Officer Forum

Editorial & reader pick: Editorial ‘Must Read’:
12 Most Popular Posts of 2012 Q1 2012

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

2013+
sustained strategic shift_ ‘It’s Time To Raise the CMO Bar’
#CMOReinvention

There is a ‘new normal’ for CMOs, Marketing, Agencies.

We are at a tipping point to develop NEW & IMPROVED
roles in the communication landscape from this one-way brand-building-at-
shift for CMOs and their Marketing & Agency partner Teams
to remain relevant, valued & connected… & is a shift
on the
you to building-brands-with-constituents focused
highest value creation strategic opportunities.

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)

2013+
#CMOReinvention

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.”

2013+
#CMOReinvention

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

Come together … over me … right now.


2013+
#CMOReinvention

Yesterday Reimagine the Future Team
Customer Strategic Digital ‘People’ Legolas Media &
Support Partners Listening Lab Neustar AdAdvisor
R&D R&D
Agency Agency

Marketing Marketing
IT IT INNOlytics
Finance Finance

Sales Sales

2013+
#CMOReinvention

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.

2013+
sustained strategic shift_ Marketing Mind is not a choice between ‘Art’ or ‘Science’.
#CMOReinvention

2013+ Marketing Mind is at a tipping point transition from
#CMOReinvention
‘Art & Science’ to ‘Science & Art’.

2013+
#BrandValueReimagined

Power has shifted from the producer to the people.

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.

2013+
#BrandValueReimagined

First Moment of Truth … online & offline.

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.

2013+
#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+
#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+
#BrandAgility

Successful orgs recognize need to be highly agile, flexible.

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.

2013+
#DigitalMarketingNext

And… the next sustained strategic shift is…
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.

What do you think?
#DBForum @NeustarInfoSvcs @Legolas_Media @StevenCook"

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

2016
2009 2010 2011
2008
2013 2014
2012
2015

powered potential

people brand

#DBForum

Thank you.
I am interested in listening
to your perspective.

@StevenCook
CMO

insightful & inspirational sources
www.adage.com/article/trending-topics/exploding-social-tv-ecosystem-updated/235352/#
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.cmo.com/articles/2012/1/24/its-time-to-raise-the-cmo-bar.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.economist.com/blogs/theworldin2013/2012/11/global-trends-2013
www.econsultancy.com/us/blog/61806-17-digital-marketing-and-ecommerce-trends-for-2013-by-econsultancy-ceo-ashley-friedlein
www.edelman.com/news/trust/2011/
www.emarketer.com/Article.aspx?R=1009592
www.emarketer.com/(S(t1dbt545e1mlujiknbqcinbo))/Article.aspx?R=1009509
www.emarketer.com/(S(x2fyasejcn0m45fs055wft45))/Article.aspx?R=1009503
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/
www.forbes.com/pictures/fi45lkdmh/mobile-device-battles/
http://blogs.forrester.com/corinne_munchbach/13-01-09-cmos_are_you_ready_for_2013
www.gartner.com/it/page.jsp?id=2209615&q4885870=1
www.thinkwithgoogle.com/insights/featured/joi-itos-trends-to-watch-in-2013/
http://blogs.hbr.org/schrage/2012/12/four-innovation-trends-to-watc.html
www-935.ibm.com/services/us/cmo/cmostudy2011/cmo-registration.html
www.imediaconnection.com/content/33374.asp?ref=rc_mp
www.imediaconnection.com/article_full.aspx?id=33258#
www.imediaconnection.com/content/33337.asp
www.slideshare.net/fullscreen/jwtintelligence/jwt-10-trends-for-2013-executive-summary/1
www.jwtintelligence.com/2012/12/10-trends-2013-2-minutes/
www.slideshare.net/kleinerperkins/2012-kpcb-internet-trends-yearend-update#btnNext
www.marketingweek.co.uk/news/digital-marketing-to-become-just-marketing-in-2013/4005302.article
www.mashable.com/2012/12/13/digital-marketing-2013/
www.mashable.com/2013/01/06/marketing-predictions-2013/
www.mashable.com/2012/12/06/tech-trends-2013/
www.cmsoforum.mckinsey.com/article/how-to-win-in-2013-customer-experience
www.mediabuzz.com.sg/asian-emarketing-latest-issue/1769-silverpops-key-marketing-trends-2013-for-success-in-the-year-of-the-customer
www.mediapost.com/publications/article/189044/2013-digital-marketing-trends-brand-conversation.html#ixzz2HcslbfPc
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

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

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