reeboot PPT new media session 7-8-08 *updated
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contextual marketing & the digital landscape 7.8.2008 new media webcast
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ORIGINAL SOURCE FILE FOR DOWNLOAD. (formatting view on Slideshare does not accurately represent presentation design. see pdf for formatted view) This presentation covers thoughts on "new media and digital connectivity" within comprehensive marketing strategy. It's a historical presentation to members of the energy and utility sector..updated with a few minor edits on 8.25.09. The presentation was given as a bookend piece to Geoff Livingston's (of The Buzz Bin) presentation on social media. Includes Nike + and BMW case studies.
Transcript of reeboot PPT new media session 7-8-08 *updated
contextual marketing& the digital landscape7.8.2008 new media webcast
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objective
• discuss the changing marketing landscape
• give a big picture view of why these changes are happening
• thoughts how we might work differently
• best-case consumer brand examples
3
first. the big picture.
the “science” of marketing is in the midst of being deconstructed. so we
need to unbundle the way we think about talking to customers, building marketing
plans.
rethinking theusual marketing conventions
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integrating siloedmarketing activity
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making the marketing partswork together as one.
interactivity as the power behind your communicative brand.
with a new digital focus.
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8
clickthrough
websitebanner
ad
a new definition of interactive.
digital as the connective platform, “the hub”
that brings your marketing plans together.
for hybrid marketing solutions
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“organic”social mediaword-of-mouthgrassrootsadvocacy
“constructed”ads - directpr - eventsco-op -
sponsorshipscustomer service
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first step:rewiring the way
we think.
traditional
marketing
approach
massbroadcas
tblast
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historicalmediabehaviors
attentive
engaged
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historicalmediabehaviors
simplecaptive
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media behaviors now
media & ads as a single product.
content and messaging
as an experience.
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renaissance ideas,
best in class examples
Case 1:BMW
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Branded Content
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Product Engagement
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Traditional Print
Target Media + Branded Media
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Contextual
Placement21
Small Space Print
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Source: 2008 Alexa
Online Ads
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Campaign Microsite
Social Network Interaction
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Customer Recognition
Case 2:Nike+
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Microsite Hub
LikemindedBrand Partners
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Branded Product Extensions
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Branded Product Extensions
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ContentIntegration
32
Social Tools33
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Influencer Engagement
Blog35
Email &
Events
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new solutions
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"Brands being genuinely useful
to their customers, employees,
suppliers and the people they
touch.”
using interactive communication “hubs”
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“organic”social mediaword-of-mouthgrassrootsadvocacy
“constructed”ads - directpr – eventsco-op -
sponsorshipscustomer service
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conversational campaigns
doing more than advertising, creating value both big and small to give
people reason to care, and reason to commune with your brand.
across customer lifecycle
buy buy me?me?
conviconvincenceme?me?
worthworththinkithinki
ng ng aboutabout
worthworthengagengaging ing withwith
worthworthmymy
trusttrust
worth worth my my
moneymoney
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letting people play
event
event
from siloed branding
brandbrandpurposepurpose
positioningpositioning
creative strategycreative strategy
singular messagesingular message
interactive
interactive
alternative vehicles
alternative vehicles
brand design
brand design
broadcast advertising
broadcast advertising
crm
crm
promotion
promotion
traditional media
traditional media
direct marketing
direct marketing
email & search
email & search
to contextual storytelling
brandbrandrelationshiprelationship
empathyempathy
media behaviorsmedia behaviors
decision processdecision process
playful engagements
playful engagements
dialogue
dialogue
web content
web content
invitation
invitation
unique aesthetic
unique aesthetic
relevant environments
relevant environments
distributed content
distributed content
contextual contextual placementplacement
& storytelling& storytelling
social influencers
social influencers
interactive experiences
interactive experiences
useful offerings
useful offerings
thank you
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