Digital Convergence...Are You Ready?
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Transcript of Digital Convergence...Are You Ready?
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Digital Convergence…Are You Ready?
Warren Raisch Executive Vice President Digitaria Interactive 760-468-5018 [email protected]
Top Three Messages!
① All Marketing is now Social! ② Mobile Devices are the new Marketing
Aggregation & Activation Points! ③ To Survive & Thrive you must start and
maintain Conversations with your customers across multiple channels & Devices Social Activate Your Marketing!
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Today All Media is Social Marketing
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Social
What to Track?
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Social
EMERGING METRICS
Friending Followers Tweets & re-tweets Influencers
Essential Attributes for a CMO to be Successful
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Level of Importance of Select Marketing Tactics to Achieve Company growth
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Level of Importance of Select Marketing Tactics to Achieve Company growth
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Cross-Marketing Shifts
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Cross Marketing Shifts
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Web Sites Still Top Priority!
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Internet Impacts Entire Buying Cycle!
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Interactive Marketing Trends
Marketing Growth Areas
Top Acquisition Strategies that will impact Cross- Channel Buying Behavior
• Search – Consumers Research before Buying
• Display – Brand Building and calls to action
• Mobile Apps & Marketing – Apps ad Utility and or Entertainment that builds brand – Mobile Marketing adds targeted, contextual outreach and location based
calls to action.
• Social Marketing – Build Trust – Build Community – Empower Influencers – Promote Positive Ratings & reviews
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2010 Top Priorities
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Acquisition is Critical!
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Search is a critical component
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Invisible Children Case Study
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Integrated Mindset
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Customer Loyalty Across Channels
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Online drivers of offline sales
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Invisible children Case Study
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Invisible Children “I Got Soul” Video
Invisible Children Story
Invisible Children Story
The Cross-Channel Results • InvisibleChildren.com Case Study • Cross-channel Marketing for a Cause • Mobile (SMS Texting Campaign) • Social (Facebook) • Website (Video, Storytelling, Schools for Schools Program) • Live Events • First Campaign generated approx. 250,000 mobile phone
number list • 80,000 students participated in the first SMS - text to participate
live events around the U.S. • Generated $1 million in donations in the first 90 days, over $10
million today and growing… • Check out Invisiblechildren.com
What Channel to Invest In?
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Emerging Channels
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We Use to call it Media Mix now it’s Cross Channel
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It’s the Mix that Converts!
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Two Important Developments
• A Move From a “Production Model” to a “Customer Model” Build & then sell to Listen and then build.
• The Number of Channels has multiplied as well as the Database technologies and personalization capabilities.
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Two Critical Multi-Channel Marketing
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Cross-Channel Strategies
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• Develop Measurable Scoring Techniques • Start with the most measurable then add more
channels • Encourage Customers to Add Profitable Channels-
Cross-channel increases revenue • Don’t let channels get into a Silo speak in a unified
voice. • Be active in channels where your customers already
spend time
Measurable Channels
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THE MOBILE OPPORTUNITY
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Media Channel Effectiveness
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Forrester predicts that Social Media Will be the most effective Channel By 2011 followed by Search, Mobile And Online Video with a mix of some traditional (Direct Mail & Radio) Depending on your target audience Demo.
Consumer Research Mode
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According to Jupiter Research – 8 out of the top 10 resources used to research a purchase before buying are on the web, with your company web site being the leading starting point.
24X7 Cross-Channel Mobile Devices
• Today no matter what channel you are engaged with a Mobile device is there with you 24X7.
• Mobile is becoming the ultimate Channel Aggregation point!
• Mobile Activate every channel you have and start the conversation!
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Mobile is Mainstream and a “Necessity” for many
Mobile Represents the opportunity to redefine direct Marketing!
When you think Mobile don’t just think Phone – Mobile is a Multi-functional Device!
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Mobile Marketing is Different From Web Marketing
Key Mobile Activities By Age Group
Texting is Cross-Generational but high in Teens
The Texting Generation • 75 billion text messages are
sent each month, and teens 13 to 17 are the biggest texters of all. They average 2,272 text messages a month, according to the Nielsen company—that’s almost 77 messages a day. So what is the impact on our kids? Kids Communicate Through Texts
• Texting is the #2 use of cellphones—after checking the time Kids send billions of texts every year—and it’s increasing
Mobile Phones Are Replacing Home Land Lines
Mobile is a Natural for Social
Leading Social Platforms Go Mobile
The Future of Retail
• Future Retail Shopping Demo • Future Store Demo • Future Store – Annimation Demo
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Apple iAd vs. Google Ad Mob Model
Warren Raisch | 760-468-5018 |eMai: [email protected] | Blog:
ThinkConversation.com
• The “Traditional” thinking of advertising on Mobile has been to take the Online Display –Banner metaphor and transfer it to the smaller screen mobile format. Where you display and Ad, click the ad and be taken out of your mobile experience and delivered to a WAP enabled Web Page with more content. Google is in the process of acquiring AdMob which is the largest Mobile Ad Network operating under this model.
Apple iAd vs. Google Ad Mob Model
• Apple launched iAd which is a totally different concept which starts from the foundation of over a billion Mobile Apps downloaded with App developers looking for a way to monetize the app download phenomenon.
• With Apple iAd technology the Mobile App developers can build into their apps mobile advertising that is a part of the application and can delvier ad, entertainment, news, utilities, web services into the app staying contextual and never leaving the App experience!
Mobile Ad Samples AdMob and iAD
• AdMob Mobile Ad Highlights • Steve Jobs iAD Introduction & Sample
Mobile Ad - Disney
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So What Kind of Promotions can go Mobile?
Ad Mob Announces Free Mobile Analytics Tool !
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Digitaria - ABC - Mobile APP Example for SoapNet App
Digitaria – NBC Mobile App Examples: Top Chef App
Digitaria - Best Western Mobile App - App Development Example
Warren Raisch | 760-468-5018 |eMai: [email protected] | Blog: ThinkConversation.com
JC Penny Mobile SMS Campaign Example
JC Penny Mobile SMS Campaign Example
Mobile Campaigns
All Marketing is Social
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What Channels You Trust?
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Most Effective Communication
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Who’s Doing Social Marketing?
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What to Measure?
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Track Your Brand
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Track Your Industry
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Track Competitors
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What to Say?
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Track Engagement
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Cross-Channel Market Trends
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Business Challenges
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Developing a Common Key
Bringing it all Together
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Segmentation is Key
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Optimize All Touch Points
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What is the value of Social Media?
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Generational Differences
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Impact of Social
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Social – Where to Engage
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Measuring Cross Channel
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The Measurement Challenge!
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Which Campaign Get’s the Credit ?
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DIGITARIA INC CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
ANALYSIS & OPTIMIZATION MULTI-CHANNEL ANALYSIS provides insight in to how each digital tactic contributes throughout the sales funnel, and ultimately shows us where our best ROI and ROAS is coming from .
Expert analysts can take data from multiple sources and provide an actionable scorecard for executives. (also may include social data)
Social Monitoring Tools
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Where to Find Measurable ROI online?
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Conversion is King !
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Where is the traffic coming from?
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Where to Invest in Cross-Channel Marketing
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Cross-Channel Measurement
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Cross Channel Lifecycle Marketing
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Measuring Cross Channel
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Online use to emulate offline now the trends have shifted…
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Online influences Offline
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Measuring Customers over Time
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With Analytics You Can Measure Customer Behavior, Value of Transactions and Product Preference By
Channel
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Cross-Channel Analysis Tells The Holistic Story
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Measuring Cross-Channels
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Cross-Channel Segmentation
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Multi-Channel Analytics Solutions
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Best Buy Case Study
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SUMMARY
① All Marketing is now Social! ② Mobile Devices are the new Marketing
Aggregation & Activation Points! ③ To Survive & Thrive you must start and
maintain Conversations with your customers across multiple channels & Devices Social Activate Your Marketing!
#IDSD InteractiveDaySanDiego.com
THANK YOU
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Warren Raisch Executive Vice President Digitaria Interactive M: 760-468-5018 E: [email protected]