Integrated Marketing Communications Trends - PRSA Nebraska

Integrated Marketing Communication Trends Zena Weist Director Strategy, Level Five @zenaweist #PDC14

IMC Digital Trends Meet Them In Their Moment Shifts in Listening Responsiveness Communication Creating Craveworthy Content     2 #PDC14

Meet Them In Their Moment “ When it comes to multi-channel marketing, being able to understand a consumer’s entire shopping journey - how they consume content and share it along the way - will give brands a disruptive competitive advantage. ” - Bonin Bough, Mondelez International 3 #PDC14

Meet Them In Their Moment Source: Spin Sucks, Gini Dietrich 2014 4 #PDC14

Meet Them In Their Moment Source: Microsoft 2013 5 #PDC14

Meet Them In Their Moment Source: Microsoft 2013 6 #PDC14

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Meet Them In Their Moment 8 #PDC14

Meet Them In Their Moment 9 #PDC14

Shifts in Listening “ Great companies don't lie. They don't steal. They don't cheat their employees. They don't become greedy. They don't allow people to behave badly just because that generates a lot of revenue. Great companies stop and listen to criticism. They commit to getting better, they set goals and a vision larger than themselves, and they truly behave better. When all of that happens, the storytelling is easy. ” - Gini Dietrich, Spin Sucks 10 #PDC14

Shifts in Listening Brands know social listening is important 4/5* Companies “listen” to social media *Approximately 80% of marketers actively involved in their company’s social media strategy report “listening” as an existing goal Source: Forrester 2012

Shifts in Listening But most companies are passive Source: Forrester 2012

Shifts in Listening #PDC14

Shifts in Listening 15 #PDC14

Responsive Communications “ Social listening is a critical backbone to doing business in the 21st century. It’s a key component to understanding consumers’ needs and operating a real- time environment. There’s a big opportunity to utilize consumers’ feedback for inspiration, but also to have conversations, build ideas, co-create together and reach back out and share. ” - Stephanie Moritz, ConAgra 16 #PDC14

Responsive Communications #PDC14

Responsive Communications https://vimeo.com/71450156 #PDC14

Responsive Communications #PDC14

#IAMHRBlock

Creating Craveworthy Content “ For the first time, companies have to compete on the very same turf as our family and friends, using the very same tools, technologies, media and messaging as consumers. They are invading the spaces we are using to connect personally. ” - Jay Baer, Youtility 21 #PDC14

Creating Craveworthy Content 22 #PDC14

Creating Craveworthy Content Source: Content Marketing Institute, 2013 #PDC14

Creating Craveworthy Content #PDC14

#PDC14

Creating Craveworthy Content L2 Intelligence Report, 2014 http://vimeo.com/86125356 28

Key Takeaways TV no longer primary Listen - Passive Foundation Responsive = Customer Focus Craveworthy Content = Youtility     #PDC14

Resource Guide Content Marketing Institute – B2B 2014 Content Marketing Study Response Process – H&R Block Edison Research – The Infinite Dial 2014, Navigating Digital Platforms Forrester Research – Social Intelligence Altimeter Research – Digital Transformation Altimeter Research – Brand Advocacy Social Pros – H&R Block Social Pros – Hilton Worldwide Real Time Marketing – SXSW Panel Content Marketing – 32 Research Reports Yahoo! Business - 83 B2B Social Media & Marketing Stats            #PDC14

Questions? Thank you! Zena Weist @zenaweist zena.weist@levelfivesolutions.com #PDC14

Integrated Marketing Communications Trends - PRSA Nebraska