Effective marketing in today's digital world requires combining skills in marketing, technology and user centered design to deliver utility thru a simple experience

1. Marketing in a Digital World
From web content to experiences

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Reaching an
Audience
Creating an
Experience

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Marketing has changed
What are the new rules?
How do we win this game?

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Marketing has changed
Content is still King

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The brand your brand could sell like

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Agenda
What’s the opportunity?
How can we capture it?

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Interrupt the show
Interest and Inspire
Hope they buy
Respond when interested
Engage and involve
Social interaction
Traditional
Digital

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Help sell the product
Using stories
Help serve the customer
Using data
Traditional
Digital
+

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Experiences
Content
Services
Data

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Three Success Factors
Consumer Insights
New Technology
Simplified Experiences

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Examples

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Over 3 million “good moods” to date

13. 3 weeks – 22,653 promises made
49 million media impressions

14. Inspired and Led by the Online Community

15. TM
Inspired and Led by the Online Community

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Family vacations without the hassle

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Family vacations without the hassle

19. H&R Block: Before
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20. H&R Block: After
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21. Social Widgets
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Widgets were viewed more than
2.1MM times, creating over 200,000 user
interactions with the brand

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23. Shoppers Register Coupons are
Loaded to the
Shopper’s account
Coupons are
Redeemed at POS
thru Network
Redemption data is
sent to a clearinghouse
for Reimbursement
Real-Time
Analytics
Paperless Coupons

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25. - Netflix
- Beijing
Olympics
- AT&T
- AT&T
- Ford SYNC
- Time Warner

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Three Success Factors
Consumer Insights
New Technology
Simplified Experiences

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What do consumers want?
What’s saves money/time?
How do we keep it simple?
Marketers
Technologists
Designers*
The E-Team
* art, copy, user experience

28. Research &
Development
Operations
Marketing
& Sales
Corporate
Comm
Human
Resources
Customers
Research &
Development
Operations
Marketing
& Sales
Corporate
Comm
Human
Resources
Customers
Traditional organization
Digitally driven organization

29. CEO
CIO CMO
Customers
To be successful here:
Have to
collaborate here:

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Our Mission
Create experiences that
build businesses.
As one of the largest interactive marketing and technology companies in the
world, Razorfish helps its clients build better brands by delivering business
results through customer experiences.
Razorfish has offices across the United States, in Australia, Brazil, China, France,
Germany, Japan, Spain, UK and more.

31. Thank you!
Aninda Roy
aninda.roy@razorfish.com
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