positioni
ng digital
properly

Mat Morrison

@mediaczar

http://mediaczar.com/blog

A little history...

A
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D
A

A
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D
A

Awareness
A
Interest
I
Desire
D
Action
A

25-34!
£££

How must we change?

Listen

Respond

In videos posted to YouTube and
elsewhere this week, a Domino’s
employee ... prepared sandwiches
for delivery while putting cheese
up his nose, nasal mucus on the
sandwiches.
New York Times
April 16, 2009

But what if your clients
don’t want to do this?

Where do digital channels FIT?

JOINED-UP thinking

The INTEGRATION Triangle

“Real World”
Digital Traditional
Channels Media

Use the relative strengths of
each to compensate for the
weaknesses of the others

Digital Channels Strength Always on/on demand
Customer managed relationships/
interactive/self-service (feedback)
Messages can spread far and wide
Permanent, searchable multi-media
records
Weakness Un-mediagenic
Less message control: everyone can have
an opinion and a voice!
Cluttered, fragmented environment
Permanent, searchable multi-media
records

Traditional Media Strength Broadest audience reach (still!)
High impact & highly-valued by audience
Established channels and best practice
Relatively high degree of message control
Weakness High requirements for story
Long lead times
Limited back channel
Fish & chip wrapper

Real World Strength Highest impact
Mediagenic
High “talkability”
Established channels and best practice
Weakness Transient
Low reach
High cost of involvement

350 people on your campaign
website is an abject failure...

But 350 people in a train
station is a STORY

They are filming a commercial
on our street today; it involves
dropping 100,000 bouncy balls
down the hill.
http://www.flickr.com/photos/saramorishige/28795874/

“Real World”
Digital Traditional
Channels Media

SIMPLE RULE
Move audience from one
corner to another

“Real World”
Promote
Digital Traditional
Channels Media

“Real World”
it
cru
Re
Digital Traditional
Channels Media

“Real World”
Co
nte
Digital nt Traditional
Channels Media

“Real World”
h i ve
A rc
Digital Traditional
Channels Media

tv coverage 168 mins
dailies 27
weeklies/monthlies 15

tv coverage 168 mins
dailies 27
weeklies/monthlies 15
107 blog mentions

“Real World”
Content
Digital Traditional
Channels Media

“Real World”
plus :60 TVC
2 weeks
Digital Traditional
Channels Media

“Real World”
:60 TVC
Radio
Cross-track/Outdoor
£2.6m
Digital Traditional
Channels Media

“Real World”
it
cru
Re
Digital Traditional
Channels Media

“Real World”
Co
nte
Digital nt Traditional
Channels Media

“Real World”
h i ve
A rc
Digital Traditional
Channels Media

Reduce UK’s CO2 emissions by
at least 80% by 2050

Include emissions from
international SHIPPING and
AVIATION

“Real World”
it
cru
Re
Digital Traditional
Channels Media

“Real World”
Co
nte
Digital nt Traditional
Channels Media

“Real World”
e
hiv
Arc
Digital Traditional
Channels Media

“Real World”
classified ads &
media releases
Digital Traditional
Channels Media

36,648 videos submitted

“Real World”
it
cru
Re
Digital Traditional
Channels Media

16 shortlisted for “reality show”

“Real World”
Co
BBC Documentary
nte
Digital nt Traditional
Channels Media

1 caretaker
chosen

“Real World”
nt
nte
Co
Digital Traditional
Channels Media

What do all these have in
common?

“Real World”
Digital Traditional
Channels Media

Where do digital channels FIT?

JOINED-UP thinking

350 people on your website is
an abject FAILURE...

But 350 people in a train
station is a STORY

SIMPLE RULE
Move from corner to corner