Integrating Digital With Traditional Marketing
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  • 1. TAKE THE RED PILL Integrating digital with traditional marketing Mal Chia Square Holes
  • 2. Will you take the blue pill... Or the red pill?
  • 3. Digital channels have changed how brands communicate with consumers.
  • 4. Instead of marketers advertising to consumers… (Television, Radio, Newspapers, Magazines, Movies, Records, etc)
  • 5. Consumers are marketing to consumers. (WOM, Blogs, Facebook, Twitter, MySpace, Consumer Reviews, etc.)
  • 6. We are in an era of brand democratization. Millions of conversations happening every day about brands.
  • 7. Marketers must join the conversation.
  • 8. This next slide pretty much sums it up...
  • 9. Boasting is out. Social proofing is in.
  • 10. Consumers don’t trust brands. Are you in their circle of trust?
  • 11. Consumer trust each other.
  • 12. It requires a fundamental change in how marketers thinks.
  • 13. It all starts with your customers. Consumer behaviour is shifting.
  • 14. Be where your customers are. Their media habits are changing. So must your strategy.* * Nielsen Online Internet and Technology Report, 2009
  • 15. According to Forrester Research, most consumer’s first interaction with a brand is now happening online.* * AdAge.com, As the Lines Blur, Digital Agencies Are Taking Lead
  • 16. Marketing departments must be integrated. Digital needs commitment to survive.
  • 17. They must be quick and nimble. Respond and adapt better to change.
  • 18. Be media agnostic. Focus on the message. Not the medium.
  • 19. Winner, 2009 Fairfax Employment Marketing Awards, Best Integrated Campaign Integrate your campaigns.
  • 20. Ideas needs to be portable. A digital execution shouldn’t be an after thought.
  • 21. The web is immersive and interactive. So must be your campaign.
  • 22. According to a study by CBS Interactive, 46% of CBS’ TV audience watch their shows online.* * CBS Audience Network Study, 2008
  • 23. Open up your content. Make it available when they want it, how they want it.
  • 24. One quick example…
  • 25. • Concept: classified job ad • Driven by technology (social media, UGC) • Engaging and relevant to ‘Holiday Seekers’ target audience • 36,648 applications from 201 countries • 610 hours of video content promoting the product • 52,500,000 listings, 231,355 blogs and 43,600 news stories • Over $US100 million in media coverage Source: Tourism Queensland, 2009
  • 26. “Successful companies must be more like Dale Carnegie and less like David Ogilvy; listening first, selling second.“ - Erik Qualman, Socialnomics