Being Where The Audience Is – YouTube Summer Event 2013

NOTE: all pictures below by Tanya Hampsink IMG_7026 (Large) Nowadays, finding your target audience is probably the easiest thing you can do. Under Armour Curry 2.5 Whether they are male, female, young, old and whatever their demographic profile is and what their interests are, you can find a place online where they meet, consume, share or create content and where they generally spend loads of time. Princeton Tigers Being relevant as a brand in that specific environment can prove to be slightly more challenging though. Asics Gel Lyte 3 Femme Rose Odds are that you are not the only one shouting for their attention and you can easily find yourself focusing on one-off advertising with little focus on actual relevance or added value. Andre Johnson Miami Jersey This is a challenge we all face as (online) marketers, creatives, strategists and what have you. Adidas Superstar Homme At Philips, we have adopted a set of models that help us in solving this challenge. UGG Classic Short Recently (June 11th), YouTube asked me to present our approach at the YouTube Summer Event 2013 in Amsterdam. Black White Jordan Shoes Goal of the event was to share learnings from brands on finding the right audience and how to engage with them. Adidas Zx 700 Femme Bleu I shared the approach we have developed over the last few years at Philips, specifically for Male Grooming. Adidas Zx Flux Femme A lot of what I presented is based on a model we created inline with Forresters‘ vision of Digital (content) Ecosystems, combined with McKinsey’s view on a Consumer Decision Journey. New Balance 1300 femme I received good feedback from the audience and it seemed like there was an appetite for the overall story.