Keynote: Marketing & Media at the Speed of Culture
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This document discusses the evolution of marketing channels in the United States from 1690 to present day. It notes that while traditional channels like television, newspapers, and direct mail peaked in the mid-20th century, they have not disappeared. New digital channels like the internet, mobile, and social media now dominate marketing. The document argues that email remains an important marketing channel, as it is a large digital channel that exists independently of social media and is important for functions like password retrieval. It also discusses strategies for high engagement curated email content versus mass marketing emails, and how email fits into the future of marketing automation and location-based marketing.
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Keynote: Marketing & Media at the Speed of Culture
- 1. MARKETING AT THE SPEED OF CULTURE December 8th, 2015 Charlie Swift
- 2. 1690-1990 US MARKETING CHANNELS 1690 1775 1847 1920 1941 18001700 1900 1967 1971 1989 Tiffany’s Blue Book Catalog 1st Newspaper Public Occurences (Boston) US Postal Service Founded Town & Country Magazine 1st Radio Broadcast KDKA - Pittsburgh 7-1-41: Day One Commercial TV WNBC - Brooklyn “1-800” Establishe dAT&T Commercial Email Pay TV eMail: ARPNET @ 1972 1953: “Marketing Mix” Neil Borden 1964: “4Ps” Jerome McCarthy 1846 2000 1880 Hearst
- 3. 1990… US MARKETING CHANNELS 1993 1994 1998 1999 2004 19951990 2005 2005 2006 1st Web Browsers 1st Commercial Text 2007 2000 20152010 2010 2011 1st DVR/ Digital TV 2009 Apple Push Notifications 2003 Mobile>50% (emarketer.com) Avg American @ 4 Devices (Nielsen) 2000
- 4. CHANNELS PEAK BUT NEVER DISAPPEAR TV Peak: 1952 – “I Love Lucy”: 67 Share… … Sunday Night Football currently #1 at 12.3 Share (Nielsen) …Over 400 shows available (broadcast + streaming) (NY Times) Newspaper Peak: 1984 – 63MM Circulation… (NAA) … Currently at 40MM in US, Only 29% read paper daily Direct Mail Peak: 2000 – 103B pieces of 1st Class Mail… … Down to 78B by 2010 (USPS) Desktop Ad Spend 2013 – $32B … Mobile at$11B … 2016 Projection at $21B, Mobile at $41B (EMARKETR.COM)
- 5. BIG DATA YES IT MATTERS IN ALL THE CONFUSION… … BUT ONLY IF YOU HAVE A CUSTOMER ENGAGEMENT STRATEGY
- 7. EMAILREMAINS AN IMPORTANT ELEMENT OF ANY MARKETING STRATEGY
- 8. EMAIL IS THE BIGGEST DIGITAL CHANNEL Facebook Email WebsitesTwitter 1.28 billion 300 million 3.9 billion 919 million 183 billion messages 3.3 billion searches 757 million daily active users 47 billion Page views ACTIVE ACCOUNTS DAILY ACTIVITY 2013—Data from Radicati, Yahoo, PR Newswire, Business Insider, Twitter, Netcraft, and Daily Mail 500 million daily tweets
- 10. EMAIL EXISTS WITHOUT SOCIAL SOCIAL DOES NOT EXIST WITHOUT EMAIL… …HOW ELSE WOULD YOU RETRIEVE YOUR PASSWORD
- 11. EMAIL: 1. COST EFFECTIVE CHANNEL 2. CUSTOMER IDENTIFICATION KEY REPLACING POSTAL ADDRESS AS THE PRIMARY POINT OF LINKAGE
- 12. THE CHANNEL A TALE OF TWO EMAIL STRATEGIES 1 – CURATED CONTENT – HIGH ENGAGEMENT 2 – MASS MARKETING – HIGH TOUCH
- 13. HIGH ENGAGEMENT: EMAIL AS A WEB PAGE • Mobile optimized • Targeted/Curated Content • Embedded Video • Social sharing links • Dynamic Ad Network CURATED CONTENT
- 14. Countdown clock drives immediacy of action Scrolling cover build creates visual engagement Visually bold call to Action Hurry! Offer expires in 8 days 15 hours 01 minutes 28 seconds HIGH TOUCH: TRADITIONAL DIRECT MARKETING MASS MARKETING
- 15. MANAGING EMAIL IN THE NEW PARADIGM – ORGANIZE VS UNSUB
- 16. FOCUS GOING FORWARD: 1. CUSTOMER IDENTIFICATION 2. MARKETING AUTOMATION 3. LOCATION BASED MARKETING … EMAIL HAS A ROLL IN EACH
- 18. IDENTIFICATION: DATA ONBOARDING & OFFBOARDING?
- 19. MARKETING AUTOMATION: TRUE ON & OFFLINE INTEGRATION • 360˚ Customer Interaction, not just digital channels… …Direct mail, Email, Social, SMS • Cross channel journey management • Triggered based execution • Multiple source data merge/purge… Outside lists, E-stores, Advertisers, etc.
- 20. MARKETING AUTOMATION: OUR STARTING POINT RFP Manager Data PlatformDB Manager MSP Candidates
- 21. LOCATION BASED MARKETING… …JUST GETTING WARMED UP EMAIL IDFA Beacon • Retailer Based • Elle • Barnes & Noble • Geo Based • Food Network • Amazon eStore • Individual based • Marie Claire • LiveRamp
Editor's Notes
- Charlie...your main concept was intriguing and I did my own column on this. http://www.mediapost.com/publications/article/263334/giving-thanks-for-the-law-of-accelerating-returns.html Feel free to grab any tidbits you think might add to the concept. Also, given Hearst’s own significant history, it might make sense to put a Hearst timeline in here as well. After all, you’re an important subset of American media.
- Not sure if you’re thinking this, but this would be a natural transition from backwards looking to forward looking. Something along these lines: “So, if we take this moment in time to assess, we have this ever accelerating wave of change. What does that mean for the future? For example, we’ve been obsessed with Big Data. How does that change the game?) Another point in my column was that everyone of these disruptive changes builds the stage for the next – so it would be interesting to talk about how digital technology built the stage for Big Data, and as we figure that out, what might that set up in the future?
- This will resonate well with the audience. The fact that email is one of the oldest of digital channels but has been resilient to change. It would be interesting to understand why...from a behavioral perspective.
- Even more true for people of my generation. It’s my email prompts that pull me back to Facebook, I almost never go there without that prompt. I find my inbox is my attention clearing house. Not sure if I’m an anomaly..