Thriving at the intersection of digital and traditional marketing
-
Upload
ivan-hernandez -
Category
Business
-
view
1.471 -
download
2
Transcript of Thriving at the intersection of digital and traditional marketing
![Page 1: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/1.jpg)
Painting by: Joseph Wood
![Page 2: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/2.jpg)
ivan
![Page 3: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/3.jpg)
digital traditional
![Page 4: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/4.jpg)
![Page 5: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/5.jpg)
![Page 6: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/6.jpg)
“If you don’t like change, you
are going to like irrelevance
even less”
General (Ret.) Eric Shinseki
![Page 7: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/7.jpg)
![Page 8: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/8.jpg)
WTF is
“digital”?
![Page 9: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/9.jpg)
“Digital is not a medium. It is
the era we are in” Greg Johnson, Global Creative Director,
Hewlett Packard
![Page 10: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/10.jpg)
it’s not about “new marketing” or “new media” …
it’s about marketing in a digitally enabled world
![Page 11: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/11.jpg)
![Page 12: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/12.jpg)
“There is no such thing as an
offline business. Every
company must have a digital
strategy to be succesful”
Aaron Shapiro, CEO
HUGE
![Page 13: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/13.jpg)
![Page 14: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/14.jpg)
Source: Aaron Shapiro
![Page 15: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/15.jpg)
users vs customers
![Page 16: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/16.jpg)
“If you are not thinking about
users, you’ll soon be out of
business”
Aaron Shapiro, CEO
HUGE
![Page 17: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/17.jpg)
anyone who interacts with a company through digital media and technology Users =
Source: Aaron Shapiro
![Page 18: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/18.jpg)
Source: Google
![Page 19: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/19.jpg)
![Page 20: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/20.jpg)
Source: Google
![Page 21: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/21.jpg)
campaigns vs platforms
![Page 22: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/22.jpg)
campaign
based-thinking
![Page 23: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/23.jpg)
Photo by: Jacob Joaquin
![Page 24: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/24.jpg)
![Page 25: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/25.jpg)
silence between campaigns
![Page 26: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/26.jpg)
platform
based-thinking
![Page 27: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/27.jpg)
![Page 28: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/28.jpg)
![Page 29: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/29.jpg)
29
start earlier act longer
paid, owned, earned media
build narration,
earn attention
![Page 30: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/30.jpg)
“creatives” vs “digitals”
![Page 31: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/31.jpg)
“traditional” vs “interactive”
![Page 32: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/32.jpg)
“creatives” / “traditional”
digital as
“just another channel”
![Page 33: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/33.jpg)
“digitals” / “interactive”
lacking the appreciation for
what it takes to “tell a story”
![Page 34: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/34.jpg)
![Page 35: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/35.jpg)
storytelling
systematic
design
messages
platforms
“creatives”
“digitals”
![Page 36: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/36.jpg)
![Page 37: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/37.jpg)
cultural
adjustment
![Page 38: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/38.jpg)
everybody
![Page 39: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/39.jpg)
![Page 40: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/40.jpg)
“If you focus on results, you
will never change, if you
focus on change, you will get
results”
Jack Dixon
![Page 41: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/41.jpg)
![Page 42: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/42.jpg)
revolution
![Page 43: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/43.jpg)
60% proven
30% proving
10% testing new models
![Page 44: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/44.jpg)
![Page 45: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/45.jpg)
![Page 46: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/46.jpg)
![Page 47: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/47.jpg)
![Page 48: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/48.jpg)
![Page 49: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/49.jpg)
![Page 50: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/50.jpg)
![Page 51: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/51.jpg)
![Page 52: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/52.jpg)
![Page 53: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/53.jpg)
why is this
relevant to you?
![Page 54: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/54.jpg)
Source: Aaron Shapiro
![Page 55: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/55.jpg)
![Page 56: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/56.jpg)
![Page 57: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/57.jpg)
add
value!
![Page 58: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/58.jpg)
![Page 59: Thriving at the intersection of digital and traditional marketing](https://reader031.fdocuments.net/reader031/viewer/2022030309/58f102991a28abf6018b4579/html5/thumbnails/59.jpg)
Ivan Hernandez Digital Strategy and Development Officer, Grey Group
www.greygroup.pl
twitter.com/IvanHernandez_
linkedin.com/in/ivanhernandez
slideshare.net/ivanohernandez
ivanhernandezonline.wordpress.com