Thriving at the intersection of digital and traditional marketing

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Presentation given during the CMO Congress organized on April 25th, 2012 in Sopot, Poland

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Thriving at the intersection of digital and traditional marketing

  1. 1. Painting by: Joseph Wood
  2. 2. ivan
  3. 3. digital traditional
  4. 4. “If you don’t like change, youare going to like irrelevanceeven less”General (Ret.) Eric Shinseki
  5. 5. WTF is“digital”?
  6. 6. “Digital is not a medium. It isthe era we are in”Greg Johnson, Global Creative Director,Hewlett Packard
  7. 7. it’s not about “new marketing”or “new media” …it’s about marketing in adigitally enabled world
  8. 8. “There is no such thing as anoffline business. Everycompany must have a digitalstrategy to be succesful”Aaron Shapiro, CEOHUGE
  9. 9. Source: Aaron Shapiro
  10. 10. users vs customers
  11. 11. “If you are not thinking aboutusers, you’ll soon be out ofbusiness”Aaron Shapiro, CEOHUGE
  12. 12. anyone who interacts with a companyUsers = through digital media and technology Source: Aaron Shapiro
  13. 13. Source: Google
  14. 14. Source: Google
  15. 15. campaigns vs platforms
  16. 16. campaignbased-thinking
  17. 17. Photo by: Jacob Joaquin
  18. 18. silence between campaigns
  19. 19. platformbased-thinking
  20. 20. build narration, earn attention start earlier act longer paid, owned, earned media29
  21. 21. “creatives” vs “digitals”
  22. 22. “traditional” vs “interactive”
  23. 23. “creatives” / “traditional” digital as “just another channel”
  24. 24. “digitals” / “interactive”lacking the appreciation forwhat it takes to “tell a story”
  25. 25. “creatives” storytelling messages systematic“digitals” platforms design
  26. 26. culturaladjustment
  27. 27. everybody
  28. 28. “If you focus on results, youwill never change, if youfocus on change, you will getresults”Jack Dixon
  29. 29. revolution
  30. 30. 60% proven 30% proving10% testing new models
  31. 31. why is thisrelevant to you?
  32. 32. Source: Aaron Shapiro
  33. 33. addvalue!
  34. 34. Ivan HernandezDigital Strategy and Development Officer, Grey Groupwww.greygroup.plivan.hernandez@greygroup.pltwitter.com/IvanHernandez_linkedin.com/in/ivanhernandezslideshare.net/ivanohernandezivanhernandezonline.wordpress.com

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