The Integration Triangle

The INTEGRATION triangle Mat Morrison Wednesday April 15, 2009

mediaczar.com/blog

@mediaczar

Where do digital channels FIT?

How do we do JOINED-UP thinking?

The INTEGRATION Triangle

“Real World” Digital Traditional Channels Media

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

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

“I get 900K+ visitors a week to whatcar.com and 127K readers a month to the magazine.... ..but people still think that the magazine is much more valuable to be in.” Steve Fowler, Group Editor, What Car

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

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

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

“Real World” Promote Digital Traditional Channels Media

“Real World” uit cr Re Digital Traditional Channels Media

“Real World” Int e res t Digital Traditional Channels Media

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

Content Transport Content Administer

“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” ve i h rc A Digital Traditional Channels Media

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

Include emissions from international SHIPPING and AVIATION

“Real World” e hiv Arc 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

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The Integration Triangle

by Mat Morrison on Apr 15, 2009

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