At SXSW in March, Expion hosted “The Power of Microcontent Marketing in the Moment” panel moderated by David Teicher, Associate Editor, Ad Age, with panelists: Bonin Bough, VP of Global Media and Consumer Engagement, Mondelez International; Steve Doan, Senior Associate Brand Manager, Oreo (a Mondelez International brand), Gary Vaynerchuk, Co-founder, VaynerMedia; David Berkowitz, VP, Emerging Media, 360i; and our very own Albert Chou, Chief Innovation Officer, Expion. We are chunking out the one and a half hour panel video into 1-3 minute snippets on the panelists’ thoughts about Real Time Marketing.
The first Real Time Marketing Series video highlights engagement. Watch the second segment where David Armano, Managing Director with Edelman Digital, Chicago, asked the panel to discuss what’s next. Our third snippet opens up the discussion on media integration led by Bonin Bough:
Real Time Engagement SXSW 2013 from Expion – Social Software on Vimeo.
Here’s Bonin’s three key media integration takeaways:
1) Measure holistically. In order to make your media spend work smarter, you need to measure the overall media ecosystem. You can’t look at one single post – or for that matter a single channel – you need to measure how the channels are working together. As Bonin says, “Imagine if you could make 90% of your media spend work twice as hard. Holy wow! That is a huge unlock opportunity.”
2) It’s not either/or, it’s and. To optimize, it’s about how the media work together. The example Bonin gives is when Mondelez International analyze their marketing mix models, they see when they run digital and TV in conjunction the TV spot gets twice the effectiveness versus running the spot solo. Twice the effectiveness. Ponder that and.
3) ROI – actual product sold – has to be tracked. One of Bonin’s roles as VP of Global Media and Consumer Engagement is to look at the overall ROI of the overall marketing mix. Social efforts can be tracked through clickstream integration and can help you track other traditional channels with online call-to-actions (CTAs). You don’t have to rely on impressions (or other soft metrics) when you can track to sell. You want numbers to prove it? Bonin delivers with this example: mobile programs and Oreo’s integrated organizational changes combined to deliver 10% of overall sales of Oreo in the US.
Like what you see? Stay tuned, the next Real Time Marketing snippet will discuss content planning versus spontaneity. And me, I’m hungry with all this Oreo chatter – I’m going to grab a few Oreos and some milk.
Zena Weist is the Vice President of Strategy at Expion. She is an integrated media strategist with over 17 years of executive leadership in online marketing on both the agency and brand side, providing digital communications and social media strategic counsel across a portfolio of Fortune 500 companies. Zena has led award-winning interactive teams at Edelman, H&R Block, Sprint, Hallmark and Embarq, providing leadership in online brand engagement, digital strategy, and integrated marketing communications. When her fingers aren’t on the keyboard, Zena is playing with her family of four active kids plus one adorable husband or trying to sneak in a run.
This post originally appeared on Expion blog.
Image: stevendepolo via Compfight cc
