Thinking Without Silos

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David Knox's presentation slides from the 2013 Integrated Communications Summit in Louisville, Ky.

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Thinking Without Silos

  1. 1. Thinking Without Silos Making Digital a Part of Your Integrated Marketing Approach Dave Knox SVP & Chief Marketing Officer, Rockfish Co-Founder, The Brandery @daveknox
  2. 2. Digital is not a channel. It’s a way of life. To the consumer, the lines between digital and traditional marketing are blurred.
  3. 3. 5 Ways to Take an Integrated Approach: Think like your consumer. Organize to succeed. Architect for the consumer. Activate integrated planning. Adopt a culture of innovation.
  4. 4. To meet the needs of your consumer, think like your consumer.
  5. 5. Know your consumer. What are they searching for and how are they interacting (where, what device)? Introduce need state analysis. There is no better sign of intent than fingers to keys, searching for an answer.
  6. 6. Organize to succeed. Technology Marketing Advertising CONSUMER INSIGHTS Product development Customer service Branding teams
  7. 7. "We believe that customer service shouldn't be just a department – it should be the entire company.” –Tony Hseih, CEO, Zappos
  8. 8. Architect for the consumer. Consumer use cases Digital roadmap Multi-channel content calendars Determine content cadence Traffic driver strategy Consumer Insights
  9. 9. Understand how consumers use your product.
  10. 10. “Content doesn’t win. Optimized content wins.” –Li Evans, Author & Consultant
  11. 11. Activate integrated planning. The average consumer interacts with 57 different touchpoints before making a purchase decision.
  12. 12. “People at different stages of their lives are doing different things, and they’re all using Google.” –Susan Wojcicki, Forbes’ “Most Powerful Woman in Advertising”
  13. 13. Adopt a culture of innovation.
  14. 14. Fail fast, fail often.
  15. 15. Look to startups for inspiration.
  16. 16. SocialThreader •  Increase brand awareness, engagement and conversions •  Aggregates all of brand’s social touch points, analyzes campaign and optimizes content based on goals.
  17. 17. Leap Motion •  Motion control sensor designed to allow the user interact with a computer in a more natural way. •  USB-connected sensor can track movement such as drawing, rotating and sculpting an object, and playing a musical instrument.
  18. 18. FollowApps •  Mobile application management platform that helps CMOs measure ROI on mobile marketing spend and engage their mobile audience.
  19. 19. Get started. Today.

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