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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

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

Published in: Business, News & Politics

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Transcript

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