the changing media landscape in the us: how to reach your brand objectives through integrated...
TRANSCRIPT
![Page 1: The Changing Media Landscape in the US: How to Reach Your Brand Objectives Through Integrated Communications](https://reader036.vdocuments.site/reader036/viewer/2022070511/58a56b101a28ab20528b6735/html5/thumbnails/1.jpg)
THE CHANGING MEDIA LANDSCAPE IN THE USHow to reach your brand objectives through integrated communications
![Page 2: The Changing Media Landscape in the US: How to Reach Your Brand Objectives Through Integrated Communications](https://reader036.vdocuments.site/reader036/viewer/2022070511/58a56b101a28ab20528b6735/html5/thumbnails/2.jpg)
"There is great chaos under heaven — and the situation is excellent."
Mao Tse-tung
![Page 3: The Changing Media Landscape in the US: How to Reach Your Brand Objectives Through Integrated Communications](https://reader036.vdocuments.site/reader036/viewer/2022070511/58a56b101a28ab20528b6735/html5/thumbnails/3.jpg)
The US Media Landscape
Media is changing fast• Print publications going out of business
(US Version)
![Page 4: The Changing Media Landscape in the US: How to Reach Your Brand Objectives Through Integrated Communications](https://reader036.vdocuments.site/reader036/viewer/2022070511/58a56b101a28ab20528b6735/html5/thumbnails/4.jpg)
The US Media Landscape Media is changing fast• Prestigious publications implementing native
advertising models (paid content)
![Page 5: The Changing Media Landscape in the US: How to Reach Your Brand Objectives Through Integrated Communications](https://reader036.vdocuments.site/reader036/viewer/2022070511/58a56b101a28ab20528b6735/html5/thumbnails/5.jpg)
The US Media Landscape
New niche players building viewership
1.2 million unique monthly visitors
1.3 million unique monthly visitors
300,000 unique monthly visitors
28,000 unique monthly visitors
![Page 6: The Changing Media Landscape in the US: How to Reach Your Brand Objectives Through Integrated Communications](https://reader036.vdocuments.site/reader036/viewer/2022070511/58a56b101a28ab20528b6735/html5/thumbnails/6.jpg)
The US Media Landscape
The rise of social media
47% of Americans say Facebook is
their #1 influencer of purchases
(Source: Jeff Bullas)
(37%) of Twitter users will buy from a brand they follow. (Source: AdWeek)
Instagram has 400 million monthly active
users (Source:
Instagram)
![Page 7: The Changing Media Landscape in the US: How to Reach Your Brand Objectives Through Integrated Communications](https://reader036.vdocuments.site/reader036/viewer/2022070511/58a56b101a28ab20528b6735/html5/thumbnails/7.jpg)
The US Media Landscape: Integration is the Future
![Page 8: The Changing Media Landscape in the US: How to Reach Your Brand Objectives Through Integrated Communications](https://reader036.vdocuments.site/reader036/viewer/2022070511/58a56b101a28ab20528b6735/html5/thumbnails/8.jpg)
Integrated Communications:The PESO Model
EARNEDMEDIA
SHAREDMEDIA
PAIDMEDIA
OWNEDMEDIA
![Page 9: The Changing Media Landscape in the US: How to Reach Your Brand Objectives Through Integrated Communications](https://reader036.vdocuments.site/reader036/viewer/2022070511/58a56b101a28ab20528b6735/html5/thumbnails/9.jpg)
Paid Media (Advertising)
• When you buy media, INTEGRATE & NEGOTIATE added value:– Editorial– Tasting Opportunities– Social Media Mentions
EARNEDMEDIA
SHARED
MEDIA
PAIDMEDI
AOWNEDMEDIA
![Page 10: The Changing Media Landscape in the US: How to Reach Your Brand Objectives Through Integrated Communications](https://reader036.vdocuments.site/reader036/viewer/2022070511/58a56b101a28ab20528b6735/html5/thumbnails/10.jpg)
Paid Media (Advertising)
EARNEDMEDIA
SHARED
MEDIA
PAIDMEDI
AOWNEDMEDIA
![Page 11: The Changing Media Landscape in the US: How to Reach Your Brand Objectives Through Integrated Communications](https://reader036.vdocuments.site/reader036/viewer/2022070511/58a56b101a28ab20528b6735/html5/thumbnails/11.jpg)
Earned Media (Press)• Traditional press: 70% of consumers say they prefer getting to
know a company via articles rather than ads. (NewsCred, December 2014)– 85% of consumers regularly or occasionally seek out trusted
expert content (credible, third-party articles, and reviews) when considering a purchase. (InPowered and Nielson, 2015)
• Bloggers: 84% of consumers make purchases after reading about a product or service on a blog. (Research Now, February 2015)
• Influencers: Shortform content has surged as platforms like Instagram, Vine, Pinterest and Snapchat give way to a new generation of social media content creators.
• There is a huge opportunity for brands to reach out, engage and earn their content
EARNEDMEDIA
SHARED
MEDIA
PAIDMEDI
AOWNEDMEDIA
![Page 12: The Changing Media Landscape in the US: How to Reach Your Brand Objectives Through Integrated Communications](https://reader036.vdocuments.site/reader036/viewer/2022070511/58a56b101a28ab20528b6735/html5/thumbnails/12.jpg)
Shared (Social) Media
• Focus your efforts on Facebook and Instagram
• Invest in Facebook advertising smartly– Facebook audiences– Facebook pixel / Retargeting
• Build relationships with Instagram influencers in your market
• NEW! Instagram Advertising– Invest enough for a substantial return
EARNEDMEDIA
SHARED
MEDIA
PAIDMEDI
AOWNEDMEDIA
![Page 13: The Changing Media Landscape in the US: How to Reach Your Brand Objectives Through Integrated Communications](https://reader036.vdocuments.site/reader036/viewer/2022070511/58a56b101a28ab20528b6735/html5/thumbnails/13.jpg)
Owned Media (Content Creation)
• Many media companies are replacing traditional advertising with Native Content (‘Advertorials’)– Native content is content sponsored by an
advertiser– Native content is a way for brands to get their
exact message to readers in an exciting and engaging way
EARNEDMEDIA
SHARED
MEDIA
PAIDMEDI
AOWNEDMEDIA
![Page 14: The Changing Media Landscape in the US: How to Reach Your Brand Objectives Through Integrated Communications](https://reader036.vdocuments.site/reader036/viewer/2022070511/58a56b101a28ab20528b6735/html5/thumbnails/14.jpg)
Owned Media (Content Creation)
EARNEDMEDIA
SHARED
MEDIA
PAIDMEDI
AOWNEDMEDIA
![Page 15: The Changing Media Landscape in the US: How to Reach Your Brand Objectives Through Integrated Communications](https://reader036.vdocuments.site/reader036/viewer/2022070511/58a56b101a28ab20528b6735/html5/thumbnails/15.jpg)
What Does this Mean for the Wine Marketer? Five Take-Aways1. Create great content and disseminate2. Use multiple channels to maximize ROI3. Target different audiences with different media4. Keep the message consistent5. Work with local experts!
EARNEDMEDIA
SHARED
MEDIA
PAIDMEDI
AOWNEDMEDIA