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@ESKIMON • FROM MEDIA TO MOMENTS1
FROM MEDIA TO MOMENTSPLANNING FOR IMPACT INSTEAD OF INTERRUPTION
SIMON KEMP • • FEBRUARY 2017
EP. 003INSPIRINGMARKETING
@ESKIMON • FROM MEDIA TO MOMENTS4
TODAY’S DIGITAL TOOLS FINALLY ENABLE USTO SOLVE AN AGE-OLD MARKETING PUZZLE
@ESKIMON • FROM MEDIA TO MOMENTS5
THE RIGHT MESSAGETO THE RIGHT PEOPLEIN THE RIGHT PLACEAT THE RIGHT TIME
@ESKIMON • FROM MEDIA TO MOMENTS6
HOW NEW TECHNOLOGY MAKES THIS A REALITY
THE ABILITY TO IDENTIFY THE SPECIFIC PERSON WE’RE
ENGAGING ACROSS MANY DIFFERENT CHANNELS
THE ABILITY TO PREDICT WHAT A PERSON WANTS,
NEEDS OR DESIRES AT ANY GIVEN MOMENT
INDIVIDUALIDENTIFICATION
PRESCRIPTIVEANALYTICS
THE ABILITY TO DELIVER OPTIMISED, PERSONALISED
MARKETING IN THE BEST MOMENTS AND PLACES
DYNAMICDISTRIBUTION
THE ABILITY TO INTERACT WITH EACH AND EVERY ONE OF THESE INDIVIDUALS, AND
ALSO DO SO AT SCALE
INTERACTIVITYAT SCALE
@ESKIMON • FROM MEDIA TO MOMENTS7
THESE TOOLS ALLOW US TO AVOID INTERRUPTING PEOPLE, AND ACTIVELY ENGAGE THEM INSTEAD
@ESKIMON • FROM MEDIA TO MOMENTS8
HOWEVER, MOST ADVERTISERS STILL ONLY USETHESE TOOLS TO PLAN AND BUY MEDIA PLACEMENTS
@ESKIMON • FROM MEDIA TO MOMENTS10
MEDIA PLACEMENTS ARE SPECIFICALLY DESIGNED TO DIVERT OUR ATTENTION FROM SOMETHING ELSE
@ESKIMON • FROM MEDIA TO MOMENTS11
‘ADVERT’ COMES FROM THE LATIN ’ADVERTERE’, MEANING “TO TURN ONE’S ATTENTION TO...”
@ESKIMON • FROM MEDIA TO MOMENTS12
AND IF WE’RE DIVERTING PEOPLE’S ATTENTION, THAT MEANS WE HAVEN’T FOUND THE RIGHT TIME OR PLACE
@ESKIMON • FROM MEDIA TO MOMENTS13
THE RIGHT MESSAGETO THE RIGHT PEOPLEIN THE RIGHT PLACEAT THE RIGHT TIME
@ESKIMON • FROM MEDIA TO MOMENTS14
SURE, THESE TOOLS ALLOW US TO INTERRUPT PEOPLE MORE EFFICIENTLY, WHICH PLEASES FINANCE TEAMS
@ESKIMON • FROM MEDIA TO MOMENTS15
BUT INTERRUPTION RUNS TOTALLY COUNTERTO THE FUNDAMENTAL GOAL OF MARKETING
@ESKIMON • FROM MEDIA TO MOMENTS16
MARKETING’S TASK: THE PROFITABLE SATISFACTION OF PEOPLE’S WANTS, NEEDS, AND DESIRES
@ESKIMON • FROM MEDIA TO MOMENTS18
IF WE WANT TO ENGAGE PEOPLE, WE MUST IDENTIFY THE TIMES AND PLACES WHERE WE’RE MOST RELEVANT
@ESKIMON • FROM MEDIA TO MOMENTS20
WE NEED TO BUILD PLANS AROUND CONTEXT, NOT JUST AROUND CONTENT AND MEDIA PLACEMENTS
@ESKIMON • FROM MEDIA TO MOMENTS22
WHERE AND WHEN CAN YOUR MARKETING DELIVERTHE GREATEST VALUE TO YOUR AUDIENCE’S LIVES?
@ESKIMON • FROM MEDIA TO MOMENTS24
USE THESE POWERFUL NEW TECHNOLOGIES TO UNDERSTAND WHERE AND WHEN THESE MAGIC MOMENTS OCCUR, NOT MERELY TO
DELIVER MORE TARGETED INTERRUPTIONS
@ESKIMON • FROM MEDIA TO MOMENTS26
PLAN MARKETING AROUND RELEVANT MOMENTS IN PEOPLE’S LIVES, NOT JUST PLACEMENTS IN MEDIA
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