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Digital Convergence...Are You Ready?
1. Digital Convergence…Are
You Ready?
Warren Raisch
Executive Vice President
Digitaria Interactive
760-468-5018
wraisch@digitaria.com
Share Interactive Day, use #IDSD on
2. Top Three Messages!
All Marketing is now Social!
Mobile Devices are the new Marketing
Aggregation & Activation Points!
To Survive & Thrive you must start and
maintain Conversations with your
customers across multiple channels &
Devices Social Activate Your
Marketing!
#IDSD
InteractiveDaySanDiego.com
3. Today All Media is Social Marketing
Social
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4. What to Track?
Social
EMERGING METRICS
Friending
Followers
Tweets & re-tweets
Influencers
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14. 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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26. 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
30. We Use to call it Media Mix
now it’s Cross Channel
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31. It’s the Mix that Converts!
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32. 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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34. Cross-Channel Strategies
• 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
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37. Media Channel Effectiveness
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.
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38. Consumer Research Mode
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.
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39. 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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46. 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
50. The Future of Retail
• Future Retail Shopping Demo
• Future Store Demo
• Future Store – Annimation Demo
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51. Apple iAd vs. Google Ad Mob
Model
• 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.
Warren Raisch | 760-468-5018 |eMai:
wraisch@gmail.com | Blog:
ThinkConversation.com
52. 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!
53. Mobile Ad Samples AdMob
and iAD
• AdMob Mobile Ad Highlights
• Steve Jobs iAD Introduction & Sample
Mobile Ad - Disney
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91. 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)
DIGITARIA INC CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
111. Best Buy Case Study
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112. SUMMARY
All Marketing is now Social!
Mobile Devices are the new Marketing
Aggregation & Activation Points!
To Survive & Thrive you must start and
maintain Conversations with your
customers across multiple channels &
Devices Social Activate Your
Marketing!
#IDSD
InteractiveDaySanDiego.com
113. THANK YOU
Warren Raisch
Executive Vice President
Digitaria Interactive
M: 760-468-5018
E: wraisch@digitaria.com
#IDSD
InteractiveDaySanDiego.com