Professional Documents
Culture Documents
Alan Schulman
VP, Global Digital Marketing and Brand Content, SapientNitro New York Alan has been recognized by the IAB and OMMA as a leader in the development of digital creative campaigns, emerging ad formats and content marketing.
Many marketers are realizing that if their consumer is always-on, their brands too must also be always-on or risk becoming culturally irrelevant.
This is a chaotic time for marketers. Balancing their traditional mass reach campaign messages with more niche oriented digital channels and audiences is no easy feat even for the most algorithmically enlightened of programmatic media buyers. More savvy marketers have realized that pushing the old message campaign down the tube at an effective frequency rate to assure them some measure of seasonal brand health and purchase intent is no longer sustaining business results like it did in the past. In the era of an always-on consumer, that means brand marketing teams must evolve from being solely campaign centric to becoming real-time content creators, curators and distributors all in the interest of delivering more persistent, compelling and contagious brand-linked experiences to maintain both share of voice and cultural relevance.
Marketing Director
Is this how your brand team is structured? As more measurable ROI at the lower funnel escalates, senior team members should spend less time focused on top-of-funnel media spend activities and more time focused on always-on digital content and conversion models.
$$$1 $$
Share, Brand & Pipeline Focus Traditional Mass Media, Campaign Asset Focus Digital Media Social Media Shopper Marketing/In-Store Focus
Brand Manager
Establishing New Roles: Chief Content Officers and Chief Marketing Technology Officers
To move beyond a traditional model, it is likely you will need to identify where brand content, curation and distribution competency/stewardship resides on your brand team. Some marketers have made the move to adding chief content officers guiding the creation, curation and distribution of content brand by brand in order to meet the demand for always-on content. Other brand teams have partnered with agency and content marketing companies to establish an editorial calendar where brand purpose and promise meets new content distribution and syndication models based on their share-ability. Operationalizing this mindset requires seamless collaboration between marketing and IT around smart global content management systems (CMS) and e-commerce infrastructure to measure both Return on Conversation and sales conversion. The merging of these KPIs and the analytics surrounding them, in part, is one of the factors that has led the drive toward CMTOs (Chief Marketing Technology Officer) in order to create, curate, distribute, and measure omnichannel content.
$ = Media Spend.
Open Happiness
Activate Awesome
Imagination at Work
Leading brands use Organizing Ideas to structure consumer messaging and decision-making as they shape the full experience. Not all Organizing Ideas are customer-facing (e.g. X-Games Activate Awesome was only used internally).
Many marketers have built elaborate monitoring dashboards and physical installations to monitor realtime brand mentions and conversations and even to respond to negative sentiment. A few, such as Oreo and Taco Bell, have used those platforms to begin linking the cultural context of current events to their brand promise. Oreos recent Daily Twist initiative3 created 100 days of real-time snackable messaging before bringing its campaign to a close in October 2012, while Taco Bell is both poised and organized to link its brand promise to current events as they occur in a more evergreen manner over time.4 Progressive brands have transformed their internal organizational model around real-time social content creation provide key insights into the evolution of social media marketing in 2014 and beyond. Consider an innovative newsroom model being executed by the Yum! Brands Taco Bell marketing organization.
Oreos Daily Twist Campaign created 100 days of real-time snackable messaging from June 2012 through October 2012.
The newsroom-style model leverages the core equity attributes, voice and tone of the brand. Digital copywriters and community managers apply the brand attributes as a guide to create content inspired by the real-time context of current events and conversations. PR staff then guide the social channel distribution strategy. The legal team has a voice in the newsroom as well. Applying a newsroom model, the marketer has a clear and repeatable way to create content in real-time to support the brand.
Digital
PR
The newsroom style model starts by leveraging the core equity attributes, voice and tone of the brand. Digital copywriters and community managers then use this as a guide to messaging, drafting off the real-time context of current events and conversations.
Brand Legal
Next, this approach leverages PR staff to guide the social channel distribution strategy. Finally, with legal representation in tow as a part of the team model, the marketer is clear to message in real time to align brand attributes/promise with conversations and current events.
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Ad Age, Oreos 100-Day Daily Twist Campaign Puts Cookie in Conversation, September 2012. Ad Age, Why Taco Bell Made 65 Ads to Market Its Latest Doritos Loco Taco, August 2013.
Intel iQ is a new social-publishing platform and the latest content-marketing experiment from the technology giant.