Integrated Marketing Communications Trends - PRSA Nebraska

Integrated Marketing Communication Trends

Zena WeistDirector Strategy, Level Five@zenaweist

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IMC Digital Trends

Meet Them In Their Moment

Shifts in Listening Responsiveness

Communication Creating Craveworthy

Content

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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

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Meet Them In Their Moment

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Source: Spin Sucks, Gini Dietrich 2014

Meet Them In Their Moment

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Source: Microsoft 2013

Meet Them In Their Moment

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Source: Microsoft 2013

Meet Them In Their Moment

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Meet Them In Their Moment

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Meet Them In Their Moment

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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

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Shifts in Listening

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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

Brands know social listening is importantShifts in Listening

But most companies are passive

Source: Forrester 2012

Shifts in Listening

Shifts in Listening

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Shifts in Listening

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Shifts in Listening

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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

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Responsive Communications

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Responsive Communications

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Responsive Communications

https://vimeo.com/71450156

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Responsive Communications

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#IAMHRBlock

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

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Creating Craveworthy Content

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Creating Craveworthy Content

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Creating Craveworthy Content

Source: Content Marketing Institute, 2013

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Creating Craveworthy Content

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Creating Craveworthy Content

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Creating Craveworthy Content

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L2 Intelligence Report, 2014 http://vimeo.com/86125356

Creating Craveworthy Content

Key Takeaways

TV no longer primary Listen - Passive

Foundation Responsive =

Customer Focus Craveworthy Content

= Youtility

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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

Resource Guide

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Thank you!

Zena [email protected]@levelfivesolutions.com

Questions?

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