The impact of digital publishing on advertising

  • 124 views
Uploaded on

My Keynote presentation for Adobe Digital Publishing Forum in 2012 as the Managing Partner of Drumbeat Marketing Management

My Keynote presentation for Adobe Digital Publishing Forum in 2012 as the Managing Partner of Drumbeat Marketing Management

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
124
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
5
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. THE IMPACT OF DIGITAL PUBLISHING ON ADVERTISING
  • 2. “Consumers are beginning in a very real sense to own our brands and participate in their creation... We need to begin to learn to let go.” A.G. Lafley, CEO & Chairman, Procter & Gamble WE NEED TO BEGIN TO LEARN TO LET GO?
  • 3. DON’T TAKE IT LITERALLY Let go means to accept the fact, and not fight over the ownership of the brand.
  • 4. WHAT DIFFERENCE DOES IT MAKE? It’s the same difference between talking to your employees and talking to the owner of the company
  • 5. OUR CHILDREN WILL NEVER KNOW THE RELATION BETWEEN THE TWO.
  • 6. Wait for a success story, then try to catch up Wait until it becomes the new standard Most of the time we end up doing it the cheapest way and say it doesn't work INVE$T? WHAT ARE YOUR FEARS?
  • 7. PUTTING NUMBERS TO TESTYes, here you can't make up numbers anymore. But don't let this scare you 1234 5678 9012 3456 78 You won’t be the only one measuring the success of the campaign The media agency and the client have their own measuring tools plugged into their digital ad If you start now, your numbers won't look so bad really soon. Make the people want it!
  • 8. Make People Want it! THE RED BULLETIN
  • 9. BUTDon't just make a digital copy! Make it look great Make it engaging Add Action DIGITAL PUBLISHING COULD BE THE BEST THING THAT EVER HAPPENED TO ADVERTISING
  • 10. WHAT’S IN IT FOR THE ADVERTISERS? TOUCHPOI NT Broaden Your Reach (Demographic Expansion) Converse, Interact and Action Link, Update and Keep it Alive
  • 11. MEASURE! How many people flipped to it? How much time they have spent on it? Did they interact with it? Did they like it? Did they sign up for the newsletter, did they register, did they download, did the buy, pre-order?
  • 12. Don't just make a digital copy. MAKE IT ENGAGING!
  • 13. Don't just make a digital copy. MAKE A TOUCH
  • 14. Don't just make a digital copy. MAKE IT INTERACTIVE
  • 15. Don't just make a digital copy. ADD MULTIMEDIA!
  • 16. Don't just make a digital copy. MAKE IT LOOK GREAT!
  • 17. 1967 Pink Floyd released their first single 1969 President Nixon visits West-Berlin 1974 People Magazine Begins sales 1992 Tiger Woods, 16, becomes youngest PGA golfer in 35 years 1998 Apple discontinues Newton computer ... TODAY IN HISTORY
  • 18. THANK YOU!