Cross-Platform Advertising: Unlocking Your Story

© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED

Cross-Platform Advertising: Unlocking Your Story

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© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED

Owned, Earned & Paid Media Models: Defined

Owned Earned Paid

Collateral & Direct Response

Web, Mobile & Tablet

Blog & Video Content

Social Media Channels

Email/SMS & Lists

Location Marketing

Custom Apps

Intellectual Property

Public Relations

Word-of-Mouth

Speaking Engagements

Awards, Recognition

Search Engine Optimization

Social Distribution

Customer Support

Buzz/Viral/Mass Opinion

Print Advertising

Advertising Networks

Paid Search

Affiliate

Co-Op & Advertorials

Sponsorships

Specials & Coupons

Outdoor & Trade Shows

Campaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive Modeling • UI/UX Testing • Optimization • Progressive Refinement

Intelligence


Cross-Channel Is (most often) A Paid Channel

• Print Advertising

• Advertising Networks

• Paid Search

• Affiliate Advertising

• Co-Op & Advertorials

• Sponsorships

• Specials & Coupons

• Outdoor & Trade Shows


Are You Connected Across The Right Platforms?


Media Digestion


So Much Better?


Status Quo

6002000


Businesses with 40+ different landing pages/offers generate 10X more leads than those with five or fewer landing pages, and those with 200 or more total blog posts generate 3.5X more leads than those whose blogs have 20 or fewer posts.

Econsultancy


Transmedia


Transmedia: Storytelling

TRADITIONAL SOCIAL/ONLINE

MOBILE/REAL WORLD


Transmedia

Story Architecture


Defining The Story Arch

PREP PRE DURING POST RETAIN



STORY ARCHITECTURE



MONTH MONTH MONTH MONTH MONTH MONTH MONTH



STORY ARCHITECTURE




Platforms &Tactics



STORY ARCHITECTURE






STORY ARCHITECTURE




STORY ARCHITECTURE

v2.

OPTIMIZE


ALTERNATES

FACEBOOK

MOBILE

TWITTER

Dwell Time Vs. Value

FACEBOOKGROUPS &

COMMUNITIES

APPS

POLLS

BROWSER-BASED/APPLICATION

PROMO

MOBILEADS

ADS

MULTICHANNEL

GAMING

UGC

BLOG

TELEVISION/ON-DEMAND


LIFESTYLETECHNOLOGY

Technology Vs. Usage Longevity

SOCIALTECHNOLOGY

TRANSIENTTECHNOLOGY

EVENT BASEDTECHNOLOGY


Campaign Technology In Real-World Deployment


Key Takeaways

• Deploy tactics to a story, not retrofit a story around tactics

• Deploy your technologies progressively over a timeline – DON’T FRONT-LOAD!

• Make sure that all your chosen platforms are telling the story

• Gauge you budgeting on user expected user participation

• Extend your digital efforts into the real-world consumer path

• Optimize, optimize, optimize!


Questions & AnswersFor more see: justicemitchell.com

Engagement: @[email protected]

mailto:[email protected]

mailto:[email protected]

Cross-Platform Advertising: Unlocking Your Story

Business

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