Marketing With Digital Media Solutions (Triangle AMA May 09)

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Brian Carnell of the Cisco World Wide Channels Organization, presentation from May 2009 Triangle AMA meeting about the explosion of digital media and how it can impact your marketing and advertising initiatives. Attendees will takeaway the following:

• What is Digital Media
• How Will Digital Media Impact Your Marketing and Advertising Strategies
• View case studies for Consumer, B2B, and Government and Educational Markets
• How Digital Media is Changing Marketing Communications Strategies
• The Power of Digital Media as a Branding Solution

Brian Carnell works with the World Wide Channels organization within Cisco as a Business Manager where he develops partner relationships and programs for the Cisco partner community. He spends much of his time on various development boards where he can help the Digital Media industry progress by sharing his experiences.

Published in: Technology, Business

Marketing With Digital Media Solutions (Triangle AMA May 09)

  1. 1. Marketing with Digital Med ia S o lu tio ns Brian Carnell, Business Manager World Wide Channels, Cisco System s A MA P resentation May 2 1 , 2 0 0 9 M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 1
  2. 2. Agenda Introduction W h at is dig ital m e dia? D ig ital m e dia m ark e ting and adv e rtis ing s trate g ie s D e s k top V ide o D ig ital S ig nag e C as e S tudie s M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 2
  3. 3. D i gi t al M edi a: N o w M o r e I m p o r t ant T h an E v er ! B us ines s C h alleng es S olution - Inform both employees and customers with real-time, C om m unicate critical targ eted information inf orm ation - C ommunicate chang e manag ement - B ridg e g lobally dispersed org aniz ations - R educe trav el ex pense Reduce operational - L ev erag e an energ y efficient architecture cos ts - R educe shipping , printing costs and labor costs - Q uick er time to rev enue D riv e rev enue - P romote, cross-sell, up-sell - C ommunicate targ eted, localiz ed, and relev ant offers and prog rams - P ersonaliz e ex perience for customers C us tom er intim acy - M ore k nowledg eable employees responding to customer needs - E nhance in store ex perience M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 3
  4. 4. D M S B u s i nes s D r i v er Ap p l i c at i o ns D igital Signage E nterp rise T V D esk top V ideo Promote, cross-sell/up -sell Provide on-demand videos Provide customers/external and p oint of sale to customers; i. e. p roduct audiences w ith mark eting inf ormation, exp lanation of videos T arg et camp aig ns to comp any p olicies sp ecif ic demog rap h ics I mp rove retention w ith th e b ased on time of day Provide training videos to p ow er of video emp loy ees availab le live or G rab view er attention w ith E nab le q uick er time to on-demand comp elling mark eting mark et th roug h clear and videos E nab le a direct line of instant video communications to communication D rive additional revenue emp loy ees w h en individual th roug h advertising D eliver cost-ef f icient desk top s aren’t availab le training to remote Provide “inf otainment”; I mmediate communication emp loy ees reduce p erceived w ait of b reak ing new s f or rap id time I nstant communications resp onse ensures saf ety and security D eliver instant emerg ency M notif ication and direction a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 4
  5. 5. D i gi t al M edi a’s I m p ac t o n M ar k et i ng and Adv er t i s i ng S t r at egi es B ra nding I m p rove b rand p erc ep tion and value Advertising Drive additional revenue S a l es P ro m o tio n I m p rove s ales th roug h targ eted, loc aliz ed and relevant of f ers P u b l ic R el a tio ns S tim ulate dem and th roug h p os itive inf orm ation s h aring M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 5
  6. 6. B u i l d and M ai nt ai n B r and V al u e M ax im iz e s al e s and cre ate l oy al cus tom e rs / cl ie nts w ith a s trong b rand C l e arl y de l iv e r th e m e s s ag e E m otional l y conne ct w ith targ e t audie nce M otiv ate th e b uy e r C re ate l oy al ty M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 6
  7. 7. H i gh -I m p ac t Adv er t i s i ng R e ach y our cus tom e rs , incre as e de m and and driv e s al e s w ith h ig h -im p act ads M ax im iz e s al e s P e rs uade b uy e rs Introduction of ne w p roduct/ s e rv ice D riv e re v e nue f rom outs ide adv e rtis e rs M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 7
  8. 8. E f f ec t i v e S al es P r o m o t i o n Incre as e s al e s th roug h cre ating ins tant ap p e al and an urg e ncy to b uy B uil d p roduct aw are ne s s C re ate inte re s t P rov ide inf orm ation S tim ul ate de m and R e inf orce th e b rand M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 8
  9. 9. P u b l i c R el at i o ns S tim ul ate de m and and p os itiv e l y p os ition y our org aniz ation B uil d aw are ne s s and a f av orab l e im ag e M anag e cris e s th at th re ate n y our com p any or p roduct B uil d g oodw il l am ong y our org aniz ation’s targ e t m ark e t M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 9
  10. 10. Digital Signage M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 10
  11. 11. D i gi t al S i gnage Promote, u p s el l a n d c ros s -s el l p rod u c ts a n d s erv i c es d i rec tl y to c u s tomers i n th e s tore E n h a n c e c u s tomer ex p eri en c e a n d d el i v er en terta i n i n g i n f orma ti on to c u s tomers to red u c e p erc ei v ed w a i t ti me B roa d c a s t rea l -ti me ex ec u ti v e a n d i n tern a l c ommu n i c a ti on s O f f er c os t ef f ec ti v e, f l ex i b l e tra i n i n g op ti on s w h en c omp u ters a re n ot a v a i l a b l e S h a re u p -to-d a te s c h ed u l es , n ew s a n d emerg en c y mes s a g i n g ri g h t w h ere p eop l e n eed i t mos t M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 11
  12. 12. D i gi t al S i gnage T ec h no l o gy E v o l u t i o n Y esterday: T oday: H ig h O p e r a tio n a l C o s ts , H ig h R e lia b ilit y & L o w F le x ib ility F le x ib ility , E a s y D e p lo y m e n t & O p e r a t io n s , In te g r a tio n w ith V id e o S u r v e illa n c e , R F ID , & C is c o T e le P r e s e n c e T echnology E v olution P h a se 1 : P h a se 2 : P h a se 3 : P h a se 4 : S tandalone N etw ork ed N etw ork ed M edia “S mart” S ig nag e PC -B ased PC -B ased Play er-B ased Digital Signage Market M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 12
  13. 13. Ad Council PSA for Digital Signage Networks 86% of media buyers projected to use out-of-h ome ( O O H ) dig ital media in 2 0 0 8. 2 0 % A n n ual g row th rate for O O H media ( S ome estimates 3 0 %) 1 . 69 b ad-spen din g on al tern ativ e O O H media 4 4 % A tten tion ratio on D O O H media C A G R of 2 5 % on D ig ital V ideo N etw ork s by th e year 2 0 1 2 M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 13
  14. 14. I nno v at i v e U s es o f D i gi t al S i gnage M a k ing th e m o st o u t o f y o u r digita l m edia investm ent L ine Q ue uing R F ID & S m art S ig nag e T ouch s cre e n / K ios k E x p e rt on D e m and M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 14
  15. 15. D i gi t al S i gnage M ar k et i ng S t r at egy : M as s Au di enc e W h en v iew ers are w atc h ing f o r o nly 1-5 seconds. T h e m aj o rity o f traf f ic is s im p ly p as s ing b y . • A t-a-G l ance conte nt • U til iz e im ag e s ( w ith v e ry l ittl e te x t) • If f ul l m otion v ide o is de s ire d f il m s s h oul d b e unde r 2 0 S e conds • Im p act is k e y M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 15
  16. 16. D i gi t al S i gnage M ar k et i ng S t r at egy : E ngaged Au di enc e W h ere averag e dw ell tim e is 10-2 0 s e c o n d s , view ers are w alk ing s low ly or s h op p ing . T h ey h ave tim e to p roc es s and/ or tak e in all of th e ex ternal s tim uli around th em . • S h ow re l ativ e l y s h ort m otion v ide o ( 2 0 S e c) • U til iz e dire ctional conte nt or cal l -to-action conte nt M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 16
  17. 17. D i gi t al S i gnage M ar k et i ng S t r at egy : C ap t i v e Au di enc e W h ere averag e dw ell tim e is 1 0 m i nu t es or m ore th e audienc e is c ons idered c ap tive, b ec aus e th ey DO h ave tim e. • S h ow l ong e r f il m s ( 2 0 , 3 0 or 4 5 S e c. ) and a s e rie s of s e v e ral of th e m • M any ty p e s of conte nt can b e util iz e d, f or e x am p l e traditional m ark e ting and adv e rtis ing s p ots s im il ar to T V ads • E ng ag ing conte nt is b e s t to h e l p re duce th e p e rce iv e d w ait tim e M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 17
  18. 18. C as e Stu d ies M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 18
  19. 19. N o r s k T i p p i ng I ncreases Sales T h rough I n-Store Prom otion B a c k g rou n d O ff ic ia l N o r w e g ia n lo tt e r y f o u n d e d in 1 9 4 9 O v e r 4 , 5 0 0 r e ta il lo c a t io n s t h r o u g h o u t N o r w a y C h a l l en g e Pap er sig nag e w as exp ensive, inf lexib le and unreliab le. I mp l emen ted C i s c o D i g i ta l S i g n a g e a c ros s a l l l oc a ti on s f or: F le x ib le a n d e f f ic ie n t m a r k e t in g a n d p r o m o t io n s t o c u s to m e rs I n s t a n t c o m m u n ic a tio n a r o u n d r e s u lts , o d d s B u s i n es s B en ef i ts Increase rev enue b y d r i v i n g p r o d u c t u p -s e l l / c r o s s -s e l l S tre n g th e n b ra n d R educe printing costs a n d e l i m i n a t e d p a p e r w a s t e F a s t e r c u s t o m e r c o m m u n ic a t io n s “W ith itsO f lexib ility and a scalab ility , th e C isco D ig ital M edia sy stem is h elp ing us streng th en our R I analysis o f s l e s b rand, increase sales, mak e it more attractive f or retailers to sell our p roducts, and maintain customer conf idence. ” –S te in O n s r u d , T e c h n o lo g y A d v is o r , N o r s k T ip p in g A S M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 19
  20. 20. S t ar s C ent r e Attracting M illions with Com p elling Content B a c k g rou n d : S tars C entre is p art of th e C ity C entre sh op p ing comp lex in H eliop olis, E g y p t C h a l l en g es N eeded a simp le and f lexib le w ay to attract customers N eeded a new w ay to drive revenue f rom advertising I mp l emen ted C i s c o D i g i ta l S i g n a g e A b out 6 5 0 dig ital sig ns across th e mall to entertain and attract customers A b ility to disp lay comp elling content such as advertisements, movies, W eb p ag es, imag es, f lash animations, and live f eeds th at entertain B u s i n es s B en ef i ts : G enerate revenue f rom selling advertising sp ace R O I : p ay b ack time < 2 y ears I ncrease customer satisf action and draw crow ds H ig h er sales as a result of larg er crow ds M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 20
  21. 21. M o b i l e C o u nt y P u b l i c S c h o o l s F o sters a P o sitive P erc ep tio n o f th e D istric t B ac k g round T h e larg est emp loy er in th e state of A lab ama 6 3 , 0 0 0 students, 9 1 0 0 f aculty and staf f R eceived neg ative coverag e ab out money sp ent and p erf ormance C h alleng es I mp rove community ’s p ercep tion C onvince voters to sup p ort district in an up coming election w ith U S $ 6 0 million tax ref erendum on th e b allot I m p lem ented DM S Pub lish ed multimedia content on dig ital sig ns in each sch ool C reated a video lib rary f or teach ers to access B roadcasted live sch ool events on th e video p ortal B enef its I ncreased aw areness of district accomp lish ments and f unding needs E nrich ed classroom instruction R eduction in costs M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 21
  22. 22. M a r k e tin g o n D ig ita l S ig n a g e b y B r ia n C a r n e ll ©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d . 22

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