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.

Boasting is out.
Social proofing is in.

Consumers don’t trust brands.
Are you in their circle of trust?

Consumers 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.
Nielsen Online Internet and Technology Report, 2009

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

Marketing departments must be integrated.
Digital needs commitment to survive.

They must be quick and nimble.
Respond and adapt 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.*
* CBS Audience Network Study, 2008

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’ 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

“Successful companies must be more like Dale
Carnegie and less like David Ogilvy; listening
first, selling second.“
- Erik Qualman, Socialnomics

Mal Chia
Square Holes
mal@squareholes.com
www.squareholes.com
twitter.com/malchia