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