DOCUMENT Strategy ForumMay 13-15 Greenwich, CT

BUILDING YOUR CONVERGING

CONTENT FUTURE TODAY

© 2014 DOCUMENT Strategy Forum. All rights reserved.

Building Your Converging Content Future

Today: The Matrix of Processes,

Technologies and Your Data Assets

Steven Schnoll, Managing Director

Schnoll Media Consulting

May 13, 2014

Where does content come from?

• Thinking of target audience needs and interests

• Content should aim to provide as much value as possible for your

audience.

• Multi-media and Cross-Channel sources

• Derived from Analytics &Metrics

• Patternicity

• Empirical research

Leverage Simple

Knowledge Points

• What you know about your target:

– David Scott

– Businessman

– 38, married, father

– Has leased a SUV 3 years ago

– Loves outdoor activities

David ScottOperations Manager

123 Highway, Suite 456

Irvine, CA USA

It’s a Competitive World

Can your Content Compete?

Worldwide Information Industry

$721 Billion in 2012

6

Education

15%

Government

6%

Marketing Services

15%

CRM

3%

Directories

3%

Books/Magazines

11%SAS

10%

Scientific/Technical

4%

News

12%

Market Research

6%

Legal/Tax

3%

Human Resources

1%

Financial

7%

B2B Trade

4%

Segment Breakdown

Source: Outsell

Statement

In a world where information travels at the speed of the

Internet and social media, one can shape thoughts and

decision making in minutes. Effective delivery of content

is essential to every type of enterprise no matter how big

or small.

WE NOW LIVE in a

DEMOCRATICALY DRIVEN

CONTENT REVOLUTION

Data

• Unlocking the future

• The knowledge and the ability to manage data is critical

to success

• Not having this capability can derail any growth initiatives

• The common denominator for all new customer facing

technologies is data

• Big Data, Little Data, Smart Data – The Right Data

Role of Data

• Monitor buying patterns

Demographics

Pyschographics

Lifestyles

Behavior patterns

Existing customer analysis

Predictive modeling

Forrest Gump Theory

Life if like a box of chocolate with a lot of personal tastes

Data Collection Methods

• Purchasing from a website

Requesting information upon purchase

Completing a survey

• Cash Purchases

• Reward Cards

Why do they give you something for using the

card?

• Online purchase history

Obtaining Quality Data

Attitudes

Values

Habits Needs

Preferences

Inclinations History

Patterns

Behavior

The Four Rights

• The Right Message

• To The Right Person

• At The Right Time

• With The Right Medium

13

The Right Message

14

To The Right Person

15

The Right Time

16

The Right Medium

Fact of life…

“78% of all people read their mail over a

trash can.”

-USPS/DMA Survey

Direct Mail

According to a study by the Direct Marketing

Association (DMA), 79% of consumers act on

direct mail immediately – only 45% deal with email

right away.

Still very viable when employed correctly

66% of consumers responding to an offline advertisement visited the web site of the company advertised or a search engine to learn more, while only 14% called a phone number from the advertisement, the survey says.

Source: Jupiter Research

Print Opportunities

VDP Component

• Starts with a compelling message or offer

• Create easy to use online links

• Have the right software platforms

• Scaling personalized content, more than just

name and address

• Leverage data

• Intelligent USPS bar coding

• Mobile

• Scanable Codes

• NFC

• RFID

• Video

• Augmented Reality

• Visual Search

Technologies of Interest

Mobile Facts

• Did you know… 79% of smartphone consumers use

phones with shopping (comparing prices, finding more product info, locating a retailer)

70% use their smartphones while in a store

• Source: Ipsos OTX

250 million smart phones in use world wide

• Source: Gartner GroupImage source: Google Images

Mobile/Tablet Opportunities

So much more than just talk

• Apps, Stores

• Marketing, Advertising and

Messaging

• Payments, Ticketing, Coupons

• Financial Services

• Gaming

• Social Media

Scannable Codes

• UPC

• QR

• Snap Tag

Image source: Google Images

Image source: MarketingWeek.co.uk

QR Codes

• Don’t have to be ugly

• Call to action

• Include brand

• Educating the user

• Mobile sites

SnapTags by Spyderlynk

• Similar to QR Codes, but…– Company’s logo is used

– Logo surrounded by rings with breaks at certain locations

• Uses…– Traditional packaging

– “Stickers”

• Tags generate data managed by Spyderlynk – integrated w/ Google analytics…– Better data

Image source: http://www.flickr.com/photos/nonprofitorgs/5901964798/

Campaign?

Source: ScanLife Mobile Barcode Trend Report 2013Q3

Nellymoser Study

• The number of users activating a

mobile device from magazine pages

has increased by 55% year over year.

At the same time, the technology that

provides the interactivity is changing.

• For the first time in the study’s history,

QR Codes were not the primary

method for readers to interact with the

printed page. Instead, marketers and

editors have opted for some form of

Image Recognition (IR) technology,

which also includes augmented reality

(AR). Sixty percent of all triggers in

2013 were using IR technology

compared with only 23.9% for QR

Codes

Near Field Communications

Allows electronic devices to make

transactions and share information without

any physical contact except for a touch

between devices. Has a very short range of

only a few centimeters.

NFC

• Near Field Communication

Need phone with NFC Reader

• At the moment, Android OS phones

• Applications include

Google Wallet

“Pay by Phone”

Interaction with smart object/display

And all scannable code combinations

(linking tasks together)

Radio Frequency Identification tags are simply an auto-

identification system that can read, interpret and

communicate specific object information stored in a

microchip via radio waves.

RFID Definition

RFID

• Gravure, flexo, offset, screen and inkjet all being used

• Several mandates from Wal-Mart, Dept. of Defense,

FDA, Target, etc.

• Currently requires two step applications antenna and

chip, Passive, semi-passive and active

• Organic polymers for conductive inks, metallic inks

• “Chipless” tags will be a major milestone and bring cost

down

Unique Application of RFID

Source: RFID Insider

Video

• One video replaces 10,000 words

• In-house or outsourced?

• Hiring the right videographer

• Components of timely video

• Media outlets

Augmented Reality

• Augmented reality (AR) is the

integration of digital

information with the user’s

environment in real time.

• A/R has the “unique” and viral-

factor (great for social media)

• Like NFC, no packaging real-

estate sacrificed

Image source: Google Images

Augmented Reality

Visual Search

The ability to actively scan a particular object or

feature (the target) with a smartphone or tablet device

and link it to a web site or other content delivery

medium

Visual Search in Action

Video Source: Youtube

Image Search

• Google (and others) search by submitting a

photo of a product

• Browser dependent

Chrome – yes

Android browser – no

Safari – no

Google search - yes

Image source: haaretz.com

Visual Search

Moving Forward

What to Expect: 2014 and Beyond

Moving Toward the Multi-Channel

It’s about channel integration that’s

ALL, UNIVERSAL, HOLISTIC, ONE

driven by Data and Analytics

So What’s it ALL About?

Mobile? Social? Tablets? Widgets?

● The future of content marketing is a changing

landscape – it’s complex but at the same time

exciting.

● Never before has so much information and so

many communication channels been at a

marketers fingertips!

49

Embrace the Multi-Channel

● A convergence of ALL channels ALL communicating the

same message

● A new way of structuring an organization so ALL

departments speak with one voice

● About all channels working together to increase loyalty and

reach and provide optimal ROI—Not about one channel

over another

Heinz Embraces the Omni-Channel

Video source: Blippar

Ma

rketi

ng

an

d

co

mm

un

ica

tio

n

str

ate

gy

Production and

deliveryContent Creation

Content readiness and design

Content repurposing

and management

Procurement and

Sourcing

Customeraccess

Proofingprinting

distribution

Suppliers&

contractors

2

1

3

4

5

Online & offline

content

Business communication workflow

CRM and CM

Campaign management

Response

Customers

Supplier

partners

Employees/

stake

holders

The Process

Direct

Mail

Personal

Donation

Site

Email Invite

Invite to join fan page

Invite to campaignInvite to campaign

Refer A Friend

Follow Up Email

Invite to join fan pageGuests

The Cross-Media Paradigm

Content Touch Points

• Television

• Radio

• Print publishing

• Direct mail

• Digital

Computer

Tablet

Mobile

??????

Business Strategy

• Data must relate to

business objectives

• Common

misconception

– Acquisition and

retention insure

profitability

– Acquisition is

independent from

retention Getting the Most, Harvard Business Review, 2004

Finding Relationships

• Descriptive Statistics and charts.

I n c o m e I n c o m e

6 , 7 0 0

1 0 , 9 0 0 M e a n 2 9 8 0 9 5

1 1 , 8 0 0 St a n d a r d Er r o r 1 4 0 6 3 2 . 9 6 4

1 2 , 0 0 0 M e d ia n 2 9 5 0 0

1 2 , 0 0 0 M o d e 1 2 0 0 0

1 2 , 0 0 0 St a n d a r d De v ia t io n 6 2 8 9 2 9 . 7 3 5

1 4 , 0 0 0 Sa m p le Va r ia n c e 3 . 9 6 E+1 1

1 9 , 5 0 0 Ku r t o s is 9 . 8 5 9 5 8 0 7 7

2 6 , 0 0 0 Sk e wn e s s 3 . 0 2 5 3 0 6 6 4

2 9 , 0 0 0 Ra n g e 2 5 9 3 3 0 0

3 0 , 0 0 0 M in im u m 6 7 0 0

4 0 , 0 0 0 M a x im u m 2 6 0 0 0 0 0 Q u a r t ile I n c o m e

7 8 , 0 0 0 Su m 5 9 6 1 9 0 0 1 1 2 0 0 0

8 5 , 0 0 0 Co u n t 2 0 2 2 9 5 0 0

1 1 5 , 0 0 0 3 1 8 0 0 0 0

3 7 5 , 0 0 0 3 0 t h p e r c e n t ile 1 3 4 0 0 4 2 6 0 0 0 0 0

4 8 5 , 0 0 0

7 5 0 , 0 0 0 Ra n k 1 2

1 , 2 5 0 , 0 0 0

2 , 6 0 0 , 0 0 0 Pe r c e n t ile r a n k o f $ 4 0 , 0 0 05 8 %

Tr im m e a n 1 8 6 4 0 0

Histogram

0

2

4

6

8

10

12

14

30 36.8 43.6 50.3 57.1 More

C lasses

Fre

qu

en

cy

.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

Real-Life Examples

Amazon.com

Real-Life Examples

VistaPrint.com

Real-Life Examples

Netflix.com

The Creative Experience

The Big Question: Can the design garner the

reader’s attention?

Design and Testing

Testing

• TEST – start small and build on failures and successes,

overcome the fear.

• TEST – collect information from multiple reliable

sources.

• TEST – use public tools like Google Analytics and Bing.

• TEST – look for data patterns.

Highly customize messaging for clients

Applicable to Online and Offline mediums

Segment customers further than ever before

Monitor usage and buying habits

You become a long-term client partner

Analytical Direct Marketing

1

2

3

4

5

• What metrics to use to determine your marketing programs

accountability

• Proving your customer investment is not a waste of money

• The price of success

• How to understand the relative economics between customer

acquisition, retention and CRM

• How to measure process improvements that will have the most

impact

Proving Worth

Competitor

Risk

Most Loyal Old Leads

You add VALUE to your client

services!

Metrics Model

Knowing which

customers are

WORTH MORE

to the bottom line!

Your clients WANT

this information!

Microsoft New CEO

“I believe over the next decade computing will become

even more ubiquitous and intelligence will become

ambient. The coevolution of software and new hardware

form factors will intermediate and digitize many of the

things we do and experience in business, life, and our

world. This will be made possible by an ever-growing

network of connected devices, incredible computing

capacity from the cloud, insights from big data, and

intelligence from machine learning.”

65

Structure and Marriage

• Developing strong content

• Consistent visual brand

• Concepts that work across multiple platforms

• Visual search

• Agnostic creative HTML5

• Software tools

• API world

• Choosing the right social media vehicles

• Linking the online and offline worlds, QR codes Visual Search

• Web portals

• Video, Augmented Reality

Combine Technology

and Marketing

Data + Cross-Media = Results

• Identify best prospects

• Personalize marketing with images and text to

match profiles + get attention

• Personalized Microsites to engage the member

• Capture additional data for future marketing

and cross-selling

Prototype

Maine Savings introduces first time home

buyers to

New Mortgage Product with:

Personalized Cross-Media

Campaign

The Process

Cross-Media Workflow

May have more member profiles

with greater list segmentation

ExampleSample Candidates:

Kate & Greg Corwin• Renters in Bangor

• Ages 34 & 32

• Married

• Kate: Nurse

• Greg: Physical Therapist

• 1 Child, 10 yrs.

• Umaine Graduates

• Current snowmobile and SUV loans, use most convenience services, like home banking, bill pay

• Combined Income: $89,000

• Current savings balance: $35,000

• Members for 3 years, recent move to area

Barb Oullette• Lives with parents in Hampden

• Age 28

• Divorced

• Accounts Payable Supervisor, Umaine, Orono, Night manager, Hannaford in Bangor

• High school graduate

• Hobby: antiques

• Income: $38,000

• Current Savings: $15,000

• Current car loan and consolidation loan

• Uses home banking

• Member since age 4

• Parents are long-time members

ExamplePersonalized Direct Mail Letter

Letter addressed to

Kate & Greg Corwin with:

• Personalized graphics &

messaging

• Local Mortgage Rep. Contact

• Offer driving candidate to

Personalized Microsite

• QR (Quick Response) Code

for smart phone users

ExamplePersonalized Microsite

Personalized

Microsite

Welcoming

Kate & Greg with:

• Personalized graphics &

messaging

• Local Mortgage Rep.

Contact

• Useful Tools

• Personalized Links

• Form captures more

info and emails coupon

ExamplePersonalized Smart Phone Site

Mobile Site just for

Kate & Greg with:

• Personalized graphics &

messaging

• Local Mortgage Rep. Contact

• Useful Tools

• Personalized Links

• Form captures more info and

emails couponQuick Response

Code links direct

to personalized

mobile site

ExamplePersonalized Email

Personalized Email

to Kate & Greg with:

• Personalized graphics &

messaging

• Local Mortgage Rep. Contact

• Personalized Links

• Coupon Attached

ExamplePersonalized Direct Mail Letter

Letter addressed to

Barb Oullette with:

• Personalized graphics &

messaging

• Local Mortgage Rep. Contact

• Offer driving candidate to

Personalized Microsite

• Quick Response Code for

smart phone users

ExamplePersonalized Microsite

Personalized

Microsite

Welcoming

Barb:

• Personalized graphics

&

messaging

• Local Mortgage Rep.

Contact

• Useful Tools

• Personalized Links

• Form captures more

info and emails coupon

ExamplePersonalized Smart Phone Site

Mobile Site just for

Barb with:

• Personalized graphics &

messaging

• Local Mortgage Rep. Contact

• Useful Tools

• Personalized Links

• Form captures more info and

emails coupon

Quick Response

Code links direct

to personalized

mobile site

ExamplePersonalized Email

Personalized Email

to Barb with:

• Personalized graphics

• Local Mortgage Rep. Contact

• Personalized Links

• Coupon Attached

Measuring ResultsMeasure Success

• Campaign Evolution

Measuring Results

ReportingMeasure Success

• Site Traffic Summaries

Conclusion

Data + Analytics

+ Cross-Media

= RESULTS

82

Never lose site that no matter what or who

the market is, people are filled with

emotions. Technology is simply one tool in

the marketing arsenal to hit the right

emotional button to trigger a desired result.

Final Thought

83

Thank You

Steven Schnoll

www.schnollconsult.com

steven@schnollconsult.com