reeboot New Media 7 8 08 PDF

contextual marketing! & the digital landscape! 7.8.2008 new media webcast!

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 2

ﬁrst. the big picture. 3

rethinking the usual marketing conventions 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. 4

integrating siloed! marketing activity 5

making the ! marketing parts! work together as one. 6

with a new digital focus. interactivity as the power behind your communicative brand. 7

click banner website through ad a new deﬁnition of interactive. 8

“constructed” “organic” ads - direct" social media pr - events word-of-mouth co-op - sponsorships grassroots customer service advocacy for hybrid marketing solutions digital as the connective platform, “the hub”! that brings your marketing plans together. 9

ﬁrst step:! rewiring the way we think. 10

traditional! marketing! approach mass broadcast blast 11

historical! media! behaviors attentive! engaged 12

historical! media! behaviors simple! captive 13

media behaviors now media & ads as a single content and messaging product. as an experience.

renaissance ideas,! best in class examples 15

Case 1:! BMW 16

Branded Content 17

Product Engagement 18

Traditional Print

Target Media + Branded Media 20

Contextual! Placement 21

Small Space Print 22

Online Ads 23 Source: 2008 Alexa

Campaign Microsite 24

Social Network Interaction 25

Customer Recognition 26

Case 2:! Nike+ 27

Microsite Hub 28

Likeminded! Brand Partners 29

Branded Product Extensions 30

Branded Product Extensions 31

Content! Integration 32

Social Tools 33

Inﬂuencer Engagement 34

Blog 35

Email &! Events 36

new solutions 37

"Brands being genuinely useful to their customers, employees, suppliers and the people they touch.”! 38

using interactive ! communication “hubs” “constructed” “organic” ads - direct" social media pr – events word-of-mouth co-op - sponsorships grassroots customer service advocacy 39

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. 40

across customer lifecycle 41

letting people play 42

from siloed branding

to contextual storytelling

thank you!

andy hunter reebootstrategy.com! email | info@reebootstrategy.com! twitter | andyhunter! blog | experiencefreak.com! sms | 50500 reeboot

reeboot New Media 7 8 08 PDF

by Andy Hunter on Aug 25, 2009

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reeboot New Media 7 8 08 PDF — Presentation Transcript

http://www.reebootstrategy.com	37
http://www.theopenexchange.org	12