AtmosphericMarketing in ActionMartin McDonald

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What isAtmospheric

Marketing?Data from

Everywhere

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• Home Computers• Mobile• Call Centres• Point-of-Sale• Office Computers

• Loyalty Programs• Credit Bureaus• iBeacons• Tablets• Smart Watches

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The History ofAtmospheric Marketing

Context vs Audience14

50Ne

wspa

pers

&

Mag

azin

esPo

sters

Billb

oard

s

1920

Radi

oM

ailer

s &

Cata

logs

1950

TVPh

one

Book

s

Tele

-M

arke

ting

1990

Dire

ctor

y &

Disp

lay A

ds

Emai

l

1995

SEM

Blog

s

2000

Socia

l Med

ia

Mob

ile

Infographic: History of Marketing

Traditional Marketing Digital

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• Occurred as a slow transition, rather than one magical moment• Digital offers a unique, much more granular ability to track• Incited a shift from context to user or audience• In parallel, the focus on core brand message has been lost

Shift of Focus

5

Phon

e Ca

lls

Cata

logs

&

Mail

ers

Sear

ch

Disp

lay/

DMP

Aug 2011Sep 2012

Jan 2014Jan 2015

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You are here

How do you create it?

Atmospheric Marketing

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Unified view of visitors in a neutral,cross-application data platform you own

and control, containing: Combined, clean, normalized, all in one place, ready for rules, predictive models and action.

Enrichment data, segmentation data, other metrics and metadata

All first-party data

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Potential ObstaclesBatch vs Real Time

vs

Slow, Batched, Expensive Process

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Potential Obstacles

Silos

Fragmented Customer View

Siloes Across Departments

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Potential Obstacles

Misaligned Technologies

• Safari• Ad Blockers• Safe Harbor• Google• Customer Match• AMP• Apple Device IDs• FTC

Change is Coming

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Internet of Things

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Unify All Data

• CONTROL: Standardize and manage data distribution to vendors

• ACT: Push data and directives in real-time to any vendor in the ecosystem

• OWN: Full access and ownership of data for big data processing

Solution

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Real-time Data Supply Chain

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The Customer Data Platform

Audience CDP Action

Fragmented Customer View© 2015 Tealium Inc. All rights

reserved. | 1919

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UnifiedCustomer

ViewThe Best View

First-party, real-time, cross-channel

In SummaryKey Takeaways

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Thank YouMartin McDonald, Manager DACHmartin.mcdonald@tealium.com

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