TAKE
THE
RED PILL
Integrating digital with
traditional marketing

Mal Chia
Square Holes
Will you take the blue pill...
Or the red pill?
Digital channels have changed how brands
communicate with consumers.
Instead of marketers advertising to
consumers…
(Television, Radio, Newspapers, Magazines, Movies, Records, etc)
Consumers are marketing to consumers.
(WOM, Blogs, Facebook, Twitter, MySpace, Consumer Reviews, etc.)
We are in an era of brand democratization.
Millions of conversations happening every day about brands.
Marketers must join the conversation.
This next slide pretty much sums it up...
Boasting is out.
Social proofing is in.
Consumers don’t trust brands.
Are you in their circle of trust?
Consumer trust each other.
It requires a fundamental change in how
                       marketers thinks.
It all starts with your customers.
Consumer behaviour is shifting.
Be where your customers are.
Their media habits are changing. So must your strategy.*




                         * Niels...
According to Forrester Research, most
consumer’s first interaction with a brand is
now happening online.*




* AdAge.com,...
Marketing departments must be integrated.
Digital needs commitment to survive.
They must be quick and nimble.
Respond and adapt better to change.
Be media agnostic.
Focus on the message. Not the medium.
Winner, 2009 Fairfax Employment Marketing Awards, Best Integrated Campaign




                 Integrate your campaigns.
Ideas needs to be portable.
A digital execution shouldn’t be an after thought.
The web is immersive and interactive.
So must be your campaign.
According to a study by CBS Interactive, 46%
of CBS’ TV audience watch their
shows online.*




                         *...
Open up your content.
Make it available when they want it, how they want it.
One quick example…
•   Concept: classified job ad
•   Driven by technology (social media, UGC)
•   Engaging and relevant to ‘Holiday Seekers’...
“Successful companies must be more like Dale
  Carnegie and less like David Ogilvy; listening
                          fi...
Integrating Digital With Traditional Marketing
Integrating Digital With Traditional Marketing
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Integrating Digital With Traditional Marketing

  1. 1. TAKE THE RED PILL Integrating digital with traditional marketing Mal Chia Square Holes
  2. 2. Will you take the blue pill... Or the red pill?
  3. 3. Digital channels have changed how brands communicate with consumers.
  4. 4. Instead of marketers advertising to consumers… (Television, Radio, Newspapers, Magazines, Movies, Records, etc)
  5. 5. Consumers are marketing to consumers. (WOM, Blogs, Facebook, Twitter, MySpace, Consumer Reviews, etc.)
  6. 6. We are in an era of brand democratization. Millions of conversations happening every day about brands.
  7. 7. Marketers must join the conversation.
  8. 8. This next slide pretty much sums it up...
  9. 9. Boasting is out. Social proofing is in.
  10. 10. Consumers don’t trust brands. Are you in their circle of trust?
  11. 11. Consumer trust each other.
  12. 12. It requires a fundamental change in how marketers thinks.
  13. 13. It all starts with your customers. Consumer behaviour is shifting.
  14. 14. Be where your customers are. Their media habits are changing. So must your strategy.* * Nielsen Online Internet and Technology Report, 2009
  15. 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. 16. Marketing departments must be integrated. Digital needs commitment to survive.
  17. 17. They must be quick and nimble. Respond and adapt better to change.
  18. 18. Be media agnostic. Focus on the message. Not the medium.
  19. 19. Winner, 2009 Fairfax Employment Marketing Awards, Best Integrated Campaign Integrate your campaigns.
  20. 20. Ideas needs to be portable. A digital execution shouldn’t be an after thought.
  21. 21. The web is immersive and interactive. So must be your campaign.
  22. 22. According to a study by CBS Interactive, 46% of CBS’ TV audience watch their shows online.* * CBS Audience Network Study, 2008
  23. 23. Open up your content. Make it available when they want it, how they want it.
  24. 24. One quick example…
  25. 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. 26. “Successful companies must be more like Dale Carnegie and less like David Ogilvy; listening first, selling second.“ - Erik Qualman, Socialnomics
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