engaging in multi-channel content marketing to drive new fan engagements and experiences
DESCRIPTION
Sports marketing is big business, some of the world's largest brands and wealthy individuals are building brands and personal profiles through sports. But how do you do this effectively and efficiently across all the media channels that fans can engage with your brand? Multi-channel content marketing strategies are about translating a brand message into a fan experience, engagement and interaction with your brand. Growing and maintaining your presence is a continuous global process involving content, metrics and analytics, so getting it right is an important step to generating greater revenues within and outside your sporting arena. censhare is one of the first Enterprise Global Content Marketing platforms, capable of leveraging your content with centralized control over social, mobile, digital and offline platforms, all controlled from a centrally based "orchestrated" platform, enabling local, regional and global content delivery of information, using text, graphics and video. Interlaced with dynamic controls for all output devices censhare is delivering to the world of content what SAP did for ERP. If you are a sports brand and need to take control of your marketing communications operations, linking your creative, production and media into an online exchange then censhare will remove those duplications, replications and errors that stop your brand being an adaptive and agile creative animal. The CIO of the NFL urged it's teams to start engaging in building fan experiences in stadiums to remain relevant, but how do you go about managing the vast amount of content on hand and how do you ingest consumer driven content to drive your next generation of marketing communications. Becoming the next GoPro, RedBull or Nike, is not just about becoming a brand, it's about being a consumer driven brand.TRANSCRIPT
- 1. multi-channel sports content marketing Creating engaging fan experiences for maximum brand value 2013 IO Integration, Inc. All rights reserved.
2. Let fans experience thrills that resonate.Let technologycommunicate. 2013 IO Integration, Inc. All rights reserved. 3. Sports Marketing is transforming THENNOWRepresent the brand Finding supporter Represent the supporter Find the supporterMass Advertising Demographic 1:1 targeting BehavioralPoint in time blasts Few isolated channels Continuous relationship Exploding integration channels3rd party table Intuitive decision making Owned big data Fact based decision making 2013 IO Integration, Inc. All rights reserved.3MissionCustomer IntelligenceTacticsMeasurement 4. Technology is driving new conversations . . .with fans across everymedia platform 2013 IO Integration, Inc. All rights reserved.4 5. Brands want to build consumer experiencesDid you know 60% of all goods are bought on the strength of the brand communications. Source: Millard Brown 2013 IO Integration, Inc. All rights reserved.5 6. Why - because other brands are doing it better? 2013 IO Integration, Inc. All rights reserved. 7. So how do you monetize content (because really-good content sells)? Loyalty Engagement Merchandise Retail And makes you more money from what you have?And make these experiences that last forever! 2013 IO Integration, Inc. All rights reserved. 8. To maximize the value of your Content Communication Strategy?Data & InformationApps CRMs Marketing Media Channels Events & PromotionsSocial Media Magazines Web2Print Intranets Websites Blogs 2013 IO Integration, Inc. All rights reserved.Branded contentSports brand value 9. Well at IOI, we bring together brands and marketing technologyContentWeb Print Mobile Social NetworksPIM/ERP CRM Analytics Geospatial e-commerce 2013 IO Integration, Inc. All rights reserved.Fan engagementFan experience 10. By using smart people and smarter technologyAn Enterprise Content Marketing Solution (CMS) that automates the creation, production and execution of media content across multiplemarketing channels. Creating once delivering multiple online and offline fan experiences.Executing through internal and external communication channelsMedia Asset Management Publishing / Creative All Channels OnlineOfflineConsumer Experience 2013 IO Integration, Inc. All rights reserved. 11. To create a multi-channel content marketing platform That Thrills! Brands like RedBull and GoPro understand that user generated content is the most powerful brand content.That Challenges! The new marketers will focus on in-bound user-generated content, but this means new skills and integrations will be needed to leverage the value.That Connects That is Relevant! Video generated TBs of data, but it needs meta-data tagging to extract the most value, including geo-spatial data, image data, and voice. Extracting this information requires contextual recognition and automated workflows. 2013 IO Integration, Inc. All rights reserved.Sports Fans with 12. That leverages every single media channel you have . . . Whenever you want . . .RetailE-commerceDigital ChannelOfflineTalentEvent & TourHistoryLocationMarketingWebFan magazinesMobileDistribution Commercial Partnerships 2013 IO Integration, Inc. All rights reserved. 13. So you can optimize content across all channelsWebsiteWebshopVarious Campaign TopicsSocial MediaPublic Relations Media AdvertisingPromotions Dealers Point of Sale 2013 IO Integration, Inc. All rights reserved. 14. And with this technology . . .your marketing will start working really hard in every area. Higher Efficiency in all processes Higher Creativity less transaction work Higher Quality less mistakes Fast on all channels Save money system amortized quickly 2013 IO Integration, Inc. All rights reserved. 15. And your fans will really . . .Sports! 2013 IO Integration, Inc. All rights reserved. 16. Talk to IOI. Win markets, win fans More about censhare 2014 IO Integration, Inc. All rights reserved.More about David Parker