The Treasure is in the Data - How Three International Brands Found Marketing Gold. Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit

1. Integrated
Marke,ng:
Brand
Engagement
Across
Channels
KELVIN HO
REGIONAL DIRECTOR
INNITY
Company
Logo

2. ”
“I know half of the money I spend on
advertising is wasted, but I can never find
out which half.
John
Wanamaker
This
quote
goes
way
back
in
history,
but
s9ll
rings
true
among
those
trying
to
maximize
returns
from
modern
day
adver9sing
campaigns.
With
a
data
driven
approach
-­‐
we
can
now
reduce
this
wastage
and
put
the
right
message
in
front
of
the
right
audience
with
rela,ve
ease.

3. PAID
OWNED
EARNED
Challenges
in
display
adver,sing

4. Campaign:
The
Body
Shop
-­‐
Tea
Tree
Product
Campaign
Period
:
11
Jul,
2013
-­‐
11
Aug,
2013
Objec9ve
is
to
drive
awareness
for
Tea
Tree
launch
on
digital
plaMorm
by:
§ Providing
a
fun,
engaging
content
to
aFract
Gen
Ys
§ Build
credibility
of
products
through
their
CFT
stories
§ Drive
to
store
mechanics
to
encourage
product
trial
and
to
drive
sales
Case
Study

5. hFp://staging.innity-­‐asia.com/m4/2013/sg/tbs_june/lb
Demo
Link:

6. Innity
Network
Brand
Website
Brand
Facebook

9. API
Perkd

11. Browser

12. Browser
Poten,al
Buyer

13. Browser
Poten,al
Buyer
Influencer

14. 19%
5%
76%
Browser
Poten,al
Buyer
Influencer

15. ©
2012
Innity
Corp.
All
Rights
Reserved.
Brand
Innity Media Network

16. ©
2012
Innity
Corp.
All
Rights
Reserved.
Brand
Innity Media Network
CHANNEL
targeting

17. ©
2012
Innity
Corp.
All
Rights
Reserved.
Brand
Innity Media Network
CHANNEL
targeting
©
2012
Innity
Corp.
All
Rights
Reserved.
Engagement

18. ©
2012
Innity
Corp.
All
Rights
Reserved.
Brand
Innity Media Network
CHANNEL
targeting
©
2012
Innity
Corp.
All
Rights
Reserved.
Engagement Browser

19. ©
2012
Innity
Corp.
All
Rights
Reserved.
Brand
Innity Media Network
CHANNEL
targeting
©
2012
Innity
Corp.
All
Rights
Reserved.
Engagement Browser
Potential
Buyer

20. ©
2012
Innity
Corp.
All
Rights
Reserved.
Brand
Innity Media Network
CHANNEL
targeting
©
2012
Innity
Corp.
All
Rights
Reserved.
Engagement Browser
Potential
Buyer Influencer

21. Engagement
Retarge9ng
Browser
Poten,al
Buyer
Influencer
ADS
with
beFer
offer
to
en,ce
Browser
ADS
with
Incen,ve
for
Consumer
to
act
now
ADS
with
other
products
to
Cross
Sell

22. And
the
problems?
Solved!
PAID
OWNED
EARNED
HTML
5
Integra,on
into
display
Integra,on
into
display
Extend
beyond
views,
clicks,
and
ac,on
Integrate
seamlessly
between
paid,
owned
and
earned
Not
En,rely
L

24. “The
real
promise
and
value
has
recently
begun
to
emerge
and
promises
to
completely
change
how
marketers
communicate
with
their
prospects
and
clients:
always-­‐on,
mul9channel
marke9ng”
Always-­‐On

25. Difference
Between
Always-­‐On
And
Campaigns
• Built
around
messages
• Divide
people
in
boxes
to
efficiently
target
them
• Built
on
purpose
• Unite
around
love/interest
in
the
brand

26. Difference
Between
Always-­‐On
And
Campaigns
• Operate
on
our
schedule
• Operate
“on
demand”

27. Difference
Between
Always-­‐On
And
Campaigns
• Control
what
is
being
said
..
• About
being
interrup9ve
• Cura9ng/Responding
to
what
people
are
saying
• About
being
useful
and
engaging,
crea9ng
value

28. Difference
Between
Always-­‐On
And
Campaigns
• Exist
in
as
many
places
as
possible
• Create
a
hub
for
everything
we
do

29. • Facebook
and
other
Social
Media.
One
of
the
best
ways
to
keep
your
audience
Engaged
• Pos,ng
Prac,ces.
3
–
5
pos9ng
a
week.
Not
more
than
2
pos9ngs
are
commercial
“Having
done
all
that,
do
you
know
that
your
pos,ngs
are
only
seen
by
16%
of
you
fans
due
to
Facebook
Algorithm.”
Social
Media

31. Kelvin
Ho
E-­‐mail:
kelvin.ho@innity.com
Linkedin:
sg.linkedin.com/in/mediassassin/