Kickoff Workshop with Dstillery: The Future of Cross-Channel Marketing - It's a Family Affair

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THE FUTURE OF CROSS-CHANNEL MARKETING:

It’s a Family Affair

(and a study conducted by Digiday)


About Me

1) Data Scientist (dstillery)

2) Rock Drummer (Coastgaard)

3) Professor (NYU)

4) Traveler, Diver and Surfer (any beach)

The Multi-Channel Life


An Industry Leaders Survey

Digiday brought the family together (agencies and brands) and asked: What is the Future of Cross-Channel Marketing?


The Results?

While everyone agrees that cross-channel is the future, there are differences between agency and brand perspectives on: naming conventions, definitions and strategies


What’s in a name?

“That which we call a rose, by any other name would smell as sweet.”

CROSS-CHANNEL

BRANDS

CROSS-DEVICE


Channel vs. Device

VIDEO SOCIAL WEB DISPLAY IN APP

X


What Channel Ranks the Highest Priority?

Agencies and

Brands completely

misaligned on top

two priorities.

SOCIAL MEDIA

DESKTOP DISPLAY

BRAND

AGENCY


Some Perspectives

On Desktop/Mobile Display

“Its all about the reach…

and how much bang can I get for my buck?”

On Social

“Marketers are likely more familiar with the concept

of social media profiles.”

Social profiles are “user-volunteered information.

It’s accurate data versus guessing and matching.”

Sources: Steve Katelman EVP, Global Strategic Partnerships, Digital, Omnicom Media Group; Florence Su, Senior Manager, Search Engine and Mobile Marketing, Americas at HP; Jordan Drew, CMO of Anderson Kent Financial Services


Towards Reconciliation

What is the Biggest Obstacle to Cross-Channel Success?

While we don’t all have

the same channel

priorities, we all agree

on the challenges.

METRICS AND DATA

BRAND

AGENCYMETRICS AND DATA


Boiling it down

We all want…

Trust and Efficiency

We just all don’t agree on how to get there.


A new recipe for trust and efficiency


A new recipe for trust and efficiency

Your Data and Customers

Programmatic Scale

and Efficiency

Trusted Platforms


FBX

FBX is a way to access FB

inventory using your data

as the key driver.

Ads are targeted/served using RTB protocols


Twitter Tailored Audiences

Twitter TA available via one of a handful of approved partners (yes, including Dstillery!)

A user visits the Hawaii section

of Stava Hotels’ website.

SHOWS INTENT

Dstillery tells Twitter that the user

can be included in

@StavaHotels’ In Market for A

Hawaii Hotel audience.

IS IDENTIFIED

That same user sees a highly

relevant Promoted Tweet

from @StavaHotels in their

Twitter timeline.

RECEIVES TWEET


LinkedIn Smart Audiences

• Web browsing history

• Mobile app usage

• Visits to physical

locations

• Mobile device

specification

Amplified Targeted On & Off LinkedIn

• Targeted across the

highest-quality mobile,

video, and display

exchange inventory

• IAB and NAI compliant to

ensure brand safety

LinkedIn Audiences

• Job Title

• Company Size

• Education

• Connections

• Groups

• Industry


Yes, we can all get along.

“At the end of the day, marketers care about return on investment.”

Source: Trip Foster, B2B marketing executive


THANK YOU!

www.dstillery.com/crosschannel