reeboot New Media 7 8 08 PDF

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PDF VERSION - FOR CLEAN FORMATTING
This presentation covers thoughts on "new media and digital connectivity" within comprehensive marketing strategy. It's a historical presentation to members of the energy and utility sector..updated with a few minor edits on 8.25.09. The presentation was given as a bookend piece to Geoff Livingston's (of The Buzz Bin) presentation on social media.

Includes Nike + and BMW case studies.

Published in: Business, Technology
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reeboot New Media 7 8 08 PDF

  1. 1. contextual marketing! & the digital landscape! 7.8.2008 new media webcast!
  2. 2. objective •  discuss the changing marketing landscape •  give a big picture view of why these changes are happening •  thoughts how we might work differently •  best-case consumer brand examples 2
  3. 3. first. the big picture. 3
  4. 4. rethinking the usual marketing conventions the “science” of marketing is in the midst of being deconstructed. so we need to unbundle the way we think about talking to customers, building marketing plans. 4
  5. 5. integrating siloed! marketing activity 5
  6. 6. making the ! marketing parts! work together as one. 6
  7. 7. with a new digital focus. interactivity as the power behind your communicative brand. 7
  8. 8. click banner website through ad a new definition of interactive. 8
  9. 9. “constructed” “organic” ads - direct social media pr - events word-of-mouth co-op - sponsorships grassroots customer service advocacy for hybrid marketing solutions digital as the connective platform, “the hub”! that brings your marketing plans together. 9
  10. 10. first step:! rewiring the way we think. 10
  11. 11. traditional! marketing! approach mass broadcast blast 11
  12. 12. historical! media! behaviors attentive! engaged 12
  13. 13. historical! media! behaviors simple! captive 13
  14. 14. media behaviors now media ads as a single content and messaging product. as an experience.
  15. 15. renaissance ideas,! best in class examples 15
  16. 16. Case 1:! BMW 16
  17. 17. Branded Content 17
  18. 18. Product Engagement 18
  19. 19. Traditional Print
  20. 20. Target Media + Branded Media 20
  21. 21. Contextual! Placement 21
  22. 22. Small Space Print 22
  23. 23. Online Ads 23 Source: 2008 Alexa
  24. 24. Campaign Microsite 24
  25. 25. Social Network Interaction 25
  26. 26. Customer Recognition 26
  27. 27. Case 2:! Nike+ 27
  28. 28. Microsite Hub 28
  29. 29. Likeminded! Brand Partners 29
  30. 30. Branded Product Extensions 30
  31. 31. Branded Product Extensions 31
  32. 32. Content! Integration 32
  33. 33. Social Tools 33
  34. 34. Influencer Engagement 34
  35. 35. Blog 35
  36. 36. Email ! Events 36
  37. 37. new solutions 37
  38. 38. Brands being genuinely useful to their customers, employees, suppliers and the people they touch.”! 38
  39. 39. using interactive ! communication “hubs” “constructed” “organic” ads - direct social media pr – events word-of-mouth co-op - sponsorships grassroots customer service advocacy 39
  40. 40. conversational campaigns doing more than advertising, creating value both big and small to give people reason to care, and reason to commune with your brand. 40
  41. 41. across customer lifecycle 41
  42. 42. letting people play 42
  43. 43. from siloed branding
  44. 44. to contextual storytelling
  45. 45. thank you!
  46. 46. andy hunter reebootstrategy.com! email | info@reebootstrategy.com! twitter | andyhunter! blog | experiencefreak.com! sms | 50500 reeboot

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