Engagement Led Marketing_Integrated digital Marketing


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What is the glue that ties different digital marketing disciplines? How could you plan a digital marketing strategy (or marketing strategy) in a world besotted with the 'latest'. Can 'Engagement' as a concept glue everything together? What is engagement led integrated marketing and how is it beyond social media?
From Shalabh Pandey (htpp://chasingthestorm.com)

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Engagement Led Marketing_Integrated digital Marketing

  1. 1. Engagement led Marketing What makes different marketing disciplines interplay? Shalabh Pandey ChasingTheStorm.com
  2. 2. Display trumps TVControl Shift Digital Experts (Many of us) Déjà vu? Old Spice ad Burger King Ad Best job in the world Everything will be mobile Search trumps display Organic trumps paid search Email is dead
  3. 3. Forrester.com http://sproutinc.com/2010/06/why-highly-interactive-display-advertising-spend-is-about-to-jump/ Reality check Richer creative Display is flexible, adding ‘social components’ possible Trend towards clear division in demand generation Vs Branding led display advertising is hale and hearty
  4. 4. Emarketer.com; covario.com; http://dhdeans.blogspot.com/; Reality check SEO and Social Media integration Top priorities Paid search moves beyond Search engines (Facebook, Twitter, LinkedIn) 10%-20% of PPC budgets might move to Facebook in 2011 social and search interplay
  5. 5. http://www.exacttarget.com/sff/index.html http://blog.kryptonite.co.nz/compelling-reasons-to-integrate-social-sharin Reality check social and email interplay 90% receive brand mails, 40% follow Brands on Facebook; 5% on Twitter Clear opportunity to tie email programmes and social channels Email still important CRM/Social CRM
  6. 6. So what’s the glue? RT The answer is out there, Neo, and it's looking for you, and it will find you if you want it to -Trinity (Matrix)
  7. 7. Once upon a time
  8. 8. Heard of Alexander the Great? Meet (probably) the first social media marketer How about Ashoka (the Great)?
  9. 9. If you were an Emperor… How would you change the world?
  10. 10. This is a blog (Sort of) ‘Stupa’ Stone carvings of Ashoka’s thoughts on Religious tolerance, animal welfare and health reforms (250 BC)- distributed content across India for general publics
  11. 11. Leverage MicroInfluencers™
  13. 13. ~250BC …about 23centuries ago
  14. 14. 21st Century The MicroInfluencer™
  15. 15. ~250 BC …about 25 centuries ago
  16. 16. 21st Century Marketing has come a full circle (but we are not smarter- we just have better tools)
  18. 18. 1994 The first banner ad (It sucked) But you could measure clicks!
  19. 19. 1996 Arrival of flash …now you could not only click on a banner (and measure that click) but also find how long people played with the banner
  20. 20. 1999-2002 The dotcom bubble …reinvention …emergence of search engine marketing
  21. 21. 2003-2009 Maturing of medium And advertisers…and agencies Emergence of ‘Social Media’
  22. 22. 2011 and beyond More integration Non-Line Digital Brand Management Interplay ‘Engagement ties everything together User at the core (not tools) Shalabh / ChasingTheStorm.com
  23. 23. The truth
  24. 24. Rampant fragmentation Search Engine Instant Messenger Email Affiliate Programmes Ad Networks/DSP Digital iTV SMS/MMS Apps WAP In-game advertising Blogging RSSContent Information More channels, More often, different ways, different mix Mobile
  25. 25. Who twisted my funnel? Preference and purchase intent is moulded at multiple levels ChasingTheStorm.com Look Ma! It’s not linear anymore!
  26. 26. RT If you are not confused by what is going around-you are not in touch -Tom Peters
  27. 27. (This is probably all you need) Method in the madness Discoverability Engagement If consumers are across multiple channels, ensure relevant presence across all channels. Get your brand found. Engagement. Not just be there. Do something relevant Accountability Insights. This tells you what exactly is ‘relevant’ Shalabh / ChasingTheStorm.com
  28. 28. Insights, relevance, reach •Where are my customers? What ticks them? Visualization: Brandtology, Google Ad Planner Discoverability
  29. 29. Engagement Display/eMail/CRM/Search Demand Generation Dialogue
  30. 30. Accountability Identify business goals Track and measure (or set proxies) Understand that different media could work differently Reach Engagement
  31. 31. How to win the interplay game http://chasingthestorm.com/skills-of- a-rockstar-planner-video/
  32. 32. Your Turn What’s your focus discipline- and how do you make it ‘engaging’?
  33. 33. Reality check •Where are your customers? •What ticks them? Do it wrong quickly •Fail fast and fail cheap •Test, Test and test Engagement is the glue that will bind it together (Have an engagement strategy) Plan •Discoverability •Engagement •Accountability Control has shifted •But there are more opportunities to connect •Deliver carefully aligned marketing messages across channels Shalabh / ChasingTheStorm.com
  34. 34. RT Marketing takes a day to learn. Unfortunately it takes a lifetime to master- -Philip Kotler
  35. 35. Interplay through engagement FTW
  36. 36. • http://www.flickr.com/photos/mazboot/2290223478/sizes/o/ • http://www.flickr.com/photos/wakingtiger/3156792397/sizes/m/in/photostream/ • http://www.flickr.com/photos/wakingtiger/3157623372/sizes/m/ • http://www.flickr.com/photos/wakingtiger/3157622308/sizes/m/in/photostream/ • http://www.flickr.com/photos/wakingtiger/3156792849/sizes/m/ • http://rennellgarrett.com/wp-content/uploads/2010/03/storytelling.jpg Shalabh Pandey ChasingTheStorm.com hi@shalabhpandey.com Twitter: @shalabhpandey Images Connect