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TL;DR: simplifying your message for maximum impact

TL;DR: simplifying your message for maximum impact

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Product Marketing Alliance

October 14, 2020
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Transcript

  1. TL;DR: Simplifying Your Message for Maximum Impact JACKELYN KELLER, VP

    REVENUE STRATEGY, DOTDASH MARCH 22nd, 2019 Product Marketing Summit
  2. 2

  3. Daddy want some? I’m sad. I’m happy. Mommy sit! I

    want ice-cream for breakfast. I want to eat. My hands are dirty. Don’t like it. Mommy cleans up Stevie’s toys.
  4. Brands in the Dotdash Family: 4 HEALTH + WELLNESS HOME

    + FOOD PERSONAL FINANCE TECHNOLOGY TRAVEL INVESTING BEAUTY LIFESTYLE EDUCATION + REFERENCE
  5. Identifying, Packaging and Communicating Product Offerings to the Marketplace 5

  6. 6 “Make it simple, but significant” Don Draper

  7. 7

  8. “We’ve gone from being exposed to about 500 ads a

    day back in the 1970s to as many as 5,000 a day today…” 8 Source: Jay Walker-Smith, Yankelovich Consumer Research, 2006
  9. “Over the last two years alone, 90% of the data

    in the world was created.” 9 Source: Bernard Marr, forbes.com, May 2018
  10. In 2007, Facebook was still competing with MySpace for traffic,

    Amazon was primarily known for selling books, and the iPhone had just been released. 10 Source: Bill Su – The Evolution of Consumer Behavior in the Digital Age, November 2017
  11. So, How Do We Win? 11

  12. A Simple Framework: 12 1. Define Your Objective 2. Know

    Your Audience 3. Identify the Strongest Data Points (for Your Audience) 4. Execute: Craft Your TL;DR
  13. 13 Rome Cavea Auditorium July 19th, 2009

  14. #1 Define Your Objective 14

  15. #2 Know Your Audience 15

  16. #3 Identify the Strongest Data Points 16

  17. #4 Craft a TL;DR 17

  18. Success!!! 18

  19. Introducing: The Dotdash ‘Odyssey’ 19 • Premium and mobile first

    design • Hones in on our value prop of solving problems • Advertiser is hero • Content and design integration Content Intelligence Mobile Friendliness Organic Traffic
  20. #1 Define Your Objective 20

  21. #2 Know Your Audience 21

  22. #3 Identify the Strongest Data Points 22

  23. #4 Craft a TL;DR 23

  24. Consumers aren’t aware of the Smart Home Device options available

    to them Source: Dotdash 1st Party Data; (February 2018) • “What’s a Smart Home?”: One of the most highly searched question from our consumers, along with other general questions about the product category • Alexa, Samsung, Amazon, Google: Brands consumers associate with smart home technology; brand awareness is higher than product category awareness 0 50 100 Product Category Queries Brand Specific Queries General Queries Volume of ‘Smart Home’ Queries (by query type) Product Category Queries Brand Specific Queries General Queries Verizon has a massive opportunity to showcase the many devices a consumer could use to “smarten” their homes. Proving It
  25. Overview of Verizon’s Odyssey: ‘A Toast To Smart Home Holidays’

    Sample Custom Mock Fun & Interactive: Animated fireplace and smart lights glowing red and green Custom designed and built for Verizon, ‘A Toast to Smart Home Holidays’ educates consumers on the best ways to use Verizon smart accessories to enjoy a stress free holiday. After all, who needs elves when you’ve got Smart Technology? 5-6 Smarter Holiday Tips will highlight key Verizon tech accessories—with hotspots that click out to both editorial and custom content– consumers can read more about the benefits of buying these products for themselves or friends!
  26. Dotdash + Verizon 2018 Partnership Verizon’s Goal: Establish Verizon as

    top-of-mind tech accessories shopping destination Dotdash Insights: Consumers aren’t aware of the Smart Home device options available to them Solution: Custom Odyssey that leverages existing, high-performing Lifewire Smart Home content, educates consumers & positions Verizon as the hero Live Example
  27. Success!!! 27

  28. A Simple Framework: 28 1. Define Your Objective 2. Know

    Your Audience 3. Identify the Strongest Data Points (for Your Audience) 4. Execute: Craft Your TL;DR
  29. 29 “If you can’t explain it simply, you don’t understand

    it well enough.” Albert Einstein
  30. Questions?

  31. thanks. VP, Revenue Strategy jkeller@dotdash.com Jackelyn Keller