owen graduate school of management - fall 2013 advertising class
TRANSCRIPT
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text2008 | 2009 | 2010 | 2011 | 2012
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Online Marketing Specific Awards
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www.paramore.is
digital content creation + strategy
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Multiple Messages
Regular Publication
eNewsletter
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Usage Increasing
Purchasing Tool
Shoppers
24-7
Mobile
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Usage Increasing
Purchasing Tool
Shoppers
24-7
Mobile
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www.paramore.is
lots of digital strategy and planning
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8 years
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accounts productionmedia plannersmedia buyers
account manageraccount supervisorsproject managers
designersdevelopers
writersping pong
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digital agency of record...
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Apps
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50% of All Website Visits
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Mobile Visits > 30%
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Mobile First
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Our Web Design & Development Process
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DiscoveryIt starts here.
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Content StrategyContent is your product.
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Content StrategyContent is your product.
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Information ArchitectureContent Mapping & Wireframes
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DesignBringing ideas to life.
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Development & TrainingWe’re almost there.
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Site Launch3. 2. 1...
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Media
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media process
audit
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audit
media process
research
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audit
media process
researchplanning
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audit
media process
researchplanning
buying
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We believe in...
detailed planning
testing creative, networks, messages... everything
real-time measurement
optimization
Digital Media is Accountable
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DisplayBuild your brand.
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Highly Targeted Behavioral Targeting Optimized Campaigns Localized Targeting Geo-Targeted
Display
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remarketing
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remarketing
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personalized ads
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personalized ads
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Extend your reach.
Search
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Coding Standards
Meta Data
Content Creation
SEO
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Paid SearchTarget Competitors
Tailored Message
Generate Leads
Drive Sales
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Paid SearchTarget Competitors
Tailored Message
Generate Leads
Drive Sales
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Everyone has a smartphone.
Mobile
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Build database of qualified prospects.
Lead Gen
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Geo-Targeted
Targeted Sites
Pay for Opt-In Leads
Qualified Leads
Lead Gen
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It’s still growing.
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Immediate
Localized Marketing
WelcomeTrigger
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Editable Content
Editable Images
Add Sections
Ability to Approve Messages
Self-ServeEmails
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Editable Content
Editable Images
Add Sections
Ability to Approve Messages
Self-ServeEmails
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Abandoned Cart
Life Cycle
TransactionEmail
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Reactivation
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Responsive
Desktop Version Mobile Version
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Multi-generation obsession.
Social
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Content
Two-Way Communication
Customer Service
SocialStrategy
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Skins & Avatars
Applications
SocialCreative
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Analytics & Optimization
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Google Analytics
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Mouse moves, clicks, attention and scroll reach.
Heatmaps
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Form AnalyticsConversion, drop time, blank field and refill reports.
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Anonymous Readings
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Friendly Control Panel
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Flexible Content Management
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Member Management
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Infinitely Extensible
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content strategy
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Where’s Your Content?
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Where’s Your Content?
On Your Website?
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Where’s Your Content?
On Your Website?
But is it HERE?!?
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get your content off your site and out to where people are spending their time
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a mobile moment
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mobile = devices
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by 2014 more than half of web traffic will come from a
mobile device
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email open rates on smartphones +34%
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on desktops?down 9.5%
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So...think mobile first
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Action: Think responsive design
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This is what happens when you use images without web text.
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concept of identity
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identity
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other people define us
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responsible
smartfun
shymusical
kind
lazyabsent-minded
meticulous
athleticbookish
skinny
fat funny
stylish
artsysparkle
chip off the old block
bossy
follower
troubled
messyneatcompulsive
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identity = who you are
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reputation - what others
think of you
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shaped by 2 things:
What you put out there
How other people respond to you
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“A brand is no longer what
we tell the consumer it is - it is
what the consumer tells each
other it is.”Scott Cook | Intuit
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Action: Focus on interesting,
compelling, up-to-date content
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brag
spy
gossip
emote
remember birthdays
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Facebook’s Graph Search
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why do I care?
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textMy friends who like Carnegie Hall WV
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Prediction: More focus on engagement
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the end
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