The Digital Experience
It’s well beyond the Web site


John Kottcamp, Chief Marketing Strategist

Integrated Marketing Com...
But first, who are we

Ascentium is a digital agency dedicated to creating exceptional, results-
oriented user experiences...
And you may have heard of a few of our Clients




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   Lo...
The Universe




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
The Digital Universe




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
Some Historical Context
ARPANET




Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
1970s




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
1980s




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
1990s




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
The dot.com Boom & Bust




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
Websites in the 21st Century




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
Ecommerce




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
Search




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
Blogs




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
Social Networks




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
User Generated Content




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
Micro Blogging




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
Mobile




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
Where do we go from here…




• In today’s world, companies and brands need to reach across all the
  manifestations of th...
Integrated Digital Experience – A Marketing Perspective


• Brand Awareness

• Brand Engagement

• Brand Loyalty

• Brand ...
IDE - Marketing                                                 Print
                                            Twitter ...
Integrated Digital Experience – A Sales Perspective


                                                    •Product Awarene...
IDE Sales
                                                     Email


                                  Partners         ...
IDE Website                                                Flash/
                                                        ...
IDE Ecommerce
                                                       Website




                                         ...
IDE Social Media
                                                      Facebook



                                 YouTub...
IDE Mobile
                                                        Voice


                                 iPhone
       ...
Integrated Digital Experience
                                                            Facebook

                      ...
A couple of Examples




A little bit of Heaven and …




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimo...
 Find your audience where they live




 Tech buyers and influencers watch G4 Attack of the Show
 Bellevue   Seattle   Po...
We went to where the audience hangs out and hooked
them with a relevant search term – Oliva Munn in this case




 Bellevu...
And we integrated the experience between Youtube, a
campaign landing page and a corporate Website




 Bellevue   Seattle ...
Tap into an existing community




                           And integrate Web, 3d animation and blogs
 Bellevue   Seattl...
Conclusions


1. The Web has evolved into much more than Websites

2. With social networking sites like Facebook and Linke...
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The Digital Experience

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The digital experience goes well beyond websites. This is an introduction to IDE, Integrated Digital Experience

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The Digital Experience

  1. 1. The Digital Experience It’s well beyond the Web site John Kottcamp, Chief Marketing Strategist Integrated Marketing Communications Conference, Kansas City, October 8, 2009
  2. 2. But first, who are we Ascentium is a digital agency dedicated to creating exceptional, results- oriented user experiences - because their outcomes form the core of an organization’s success. A Little about us: • Ranked #27 among Ad Age’s Top 50 Digital Agencies • Recently featured in Q2 2009 Forrester Wave® for Interactive Agencies – Web Design • Inc. 500/5000 list named Ascentium of the fastest-growing private companies in America 5 times since 2005. • Microsoft 2009 Partner of the Year for CRM • Based in Bellevue, Washington • With almost 500 employees in 6 offices across the country and in the UK Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  3. 3. And you may have heard of a few of our Clients Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  4. 4. The Universe Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  5. 5. The Digital Universe Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  6. 6. Some Historical Context
  7. 7. ARPANET Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  8. 8. 1970s Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  9. 9. 1980s Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  10. 10. 1990s Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  11. 11. The dot.com Boom & Bust Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  12. 12. Websites in the 21st Century Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  13. 13. Ecommerce Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  14. 14. Search Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  15. 15. Blogs Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  16. 16. Social Networks Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  17. 17. User Generated Content Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  18. 18. Micro Blogging Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  19. 19. Mobile Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  20. 20. Where do we go from here… • In today’s world, companies and brands need to reach across all the manifestations of the web experience • Your customers don’t differentiate your brand where ever they encounter it • If you don’t guide their perception of your brand, they will without you • Its up to you to start looking at the bigger picture The Integrated Digital Experience, or IDE Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  21. 21. Integrated Digital Experience – A Marketing Perspective • Brand Awareness • Brand Engagement • Brand Loyalty • Brand Evangelism Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  22. 22. IDE - Marketing Print Twitter Broadcast Social Cable Networks Blog Outdoor Brand Landing Direct Pages Mail Website Email Search Banners Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  23. 23. Integrated Digital Experience – A Sales Perspective •Product Awareness •Consideration •Preference •Purchase •Retention Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  24. 24. IDE Sales Email Partners Events Portals CRM Webinars Collateral Website Lead Nurturing Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  25. 25. IDE Website Flash/ Silverlight Content Cookies/ Management Bookmarks System Web Analytics Website “My sites” Landing Personalized Pages Widgets/ Gadgets Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  26. 26. IDE Ecommerce Website Payment Analytics Processing Commerce Platform Affiliate Order Program Management Content Management CRM System Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  27. 27. IDE Social Media Facebook YouTube Blogs Website LinkedIn Forums Yammer Twitter Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  28. 28. IDE Mobile Voice iPhone SMS Text APPs. Mobile Device Wireless Mobile Email Web Bluetooth Wi-Fi Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  29. 29. Integrated Digital Experience Facebook Campaign LinkedIn Site Banner Twitter Ad Website I Phone Yammer App. Mobile Blog WAP Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  30. 30. A couple of Examples A little bit of Heaven and … Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  31. 31.  Find your audience where they live Tech buyers and influencers watch G4 Attack of the Show Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  32. 32. We went to where the audience hangs out and hooked them with a relevant search term – Oliva Munn in this case Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  33. 33. And we integrated the experience between Youtube, a campaign landing page and a corporate Website Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  34. 34. Tap into an existing community And integrate Web, 3d animation and blogs Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  35. 35. Conclusions 1. The Web has evolved into much more than Websites 2. With social networking sites like Facebook and LinkedIn, its no longer a question of if your company belongs, it’s a must 3. Your Web site should be the hub, with a strong linking strategy across all web experiences 4. Every place you exist on the Web needs to reflect your brand (but that doesn’t mean its has to be branded. Oh, and by the way… Integrated experience isn’t limited to the Web Bellevue Seattle Portland Spokane Los Angeles Baltimore London

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