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

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

“Real World”
Digital Traditional
Channels Media

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”
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

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

Include emissions from
international SHIPPING and
AVIATION

“Real World”
uit
cr
Re
Digital Traditional
Channels Media

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

“Real World”
e
hiv
Arc
Digital Traditional
Channels Media

“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