Digital Disruption: Marketing, Technology & the Future


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A review of how media convergence is impacting consumer behavior and, as a result, marketing.

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  • You can communicate the same thing through an app and a billboard. But you’ll do it much differently than you did in the past if you want to be successful.
  • Print is not dead. More people than ever are reading.
  • QR Code Cacophony
  • Your PC is on your TV thanks to Roku, Boxee and others. And even these devices are old fashioned considering your next TV will have an app platform built in and forgo an add-on device altogether.
  • Our game consoles have upset movie night and allowed Netflix to morph its business model once again. Lean forward and lean back no longer applies to PC vs. TV.
  • Sites like AttracTV will allow a multiscreen experience on one screen.
  • Free from Microsoft is the ability on any windows 7 machine to get in one screen content from cable, online and multiple networks. Expectations are higher and which screen can become irrelevant unless it’s served up poorly.
  • I can add some TV app screen shots. But we have too many TV so we can pull one of these.
  • Apps can bring a layer of utility that can help connect online and in-store experiences for the consumer.
  • This is not just for big brands – but mobile can offer them an easy way to add a layer of promotion/discovery to their stores without adding equipment or other materials.
  • This is big for small business
  • Audience Discussion
  • PROBLEM: The brand faced the challenge of launching a product in time for the holiday season and standing out from the noise of competitive gift promotions. totes>>ISOTONER needed to quickly raise awareness of smarTouch gloves – gloves that not only keep your hands warm, but enable you to use your touch screen devices (phones, tablets and more) thanks to a conductive thread on the glove’s index finger and thumb. Empower realized the target audience purchasing the gloves would be buying them as a gift for someone else. We designed a campaign around the concept “Give the Gift of Touch
  • SOLUTION: Empower handled all creative, PR and media planning/buying for this campaign, which includes the microsite , video, a Facebook-oriented promotion in which consumers send virtual gloves to friends, a blogger outreach effort and tie-in with the CNN Heroes event and an Online and Mobile Display campaign that reached millions of people this holiday season. To increase engagement, a sweepstakes ran whereby contestants could win an iPad for themselves and a friend
  • RESULTS: Increased the number of units shipped to retail by 12.7% Increased sell-thru by 19.4% Demand for Men’s Smartouch was exceptional Exceeded sell–in and sell-through despite the severe winter weather that kept some shoppers home, late in the season
  • At the end of the day, one thing is clear – the consumer craves content. And content is not beholden to any channel. It must appear seamlessly based on their needs and take full advantage of the medium in which it’s served.
  • As circles overlap, collaboration and participation are the norm. Why crowd-source when you can co-create with your most loyal customers? It increases the level of engagement.
  • Digital Disruption: Marketing, Technology & the Future

    1. 1. Digital Disruption | The Circuit | 04.15.11 Technology’s Impact on Marketing’s Future
    2. 2. Digital Disruption <ul><li>No Channels </li></ul><ul><li>Paid, Owned & Earned Media </li></ul><ul><li>Marketing Mash-Up </li></ul><ul><ul><li>Print, Radio, OOH, TV, Mobile </li></ul></ul><ul><ul><li>What’s Real, What’s Shiny? </li></ul></ul><ul><li>Case Study: smarTouch </li></ul><ul><li>Content is King </li></ul>
    3. 3. Please Turn Phones On <ul><li>#Circuit @TheCircuit_ </li></ul><ul><li>@empowermm </li></ul><ul><li>Or Jim Price - @cincinnatijim </li></ul><ul><li>Or Kevin Dugan - @prblog </li></ul>
    4. 5. <ul><li>Digital is no longer a channel, it’s threading through all channels </li></ul><ul><ul><li>Print, Radio, OOH, TV, Mobile </li></ul></ul><ul><ul><li>Paid, Owned, Earned Media </li></ul></ul><ul><li>Rapid State of Media Convergence </li></ul><ul><li>Content – in Context </li></ul>
    5. 6. Paid, Earned, Owned Media
    6. 7. Paid, Owned, Earned Media
    7. 8. Paid, Owned, Earned Media <ul><li>Social Media can be: </li></ul><ul><ul><li>Paid: A brand’s Facebook Ad </li></ul></ul><ul><ul><li>Owned: Content a brand creates for its Facebook Fan Page </li></ul></ul><ul><ul><li>Earned: Consumer Comments on a Brand’s Facebook Wall </li></ul></ul><ul><ul><li>Social = Engagement ≠ Broadcast </li></ul></ul>
    8. 9. Marketing Mash-Up
    9. 10. Print Media Mash-Up
    10. 11. Print Media Mash-Up <ul><li>QR Code Content Helps Drive Purchase, Takes Print to Mobile to In-Store </li></ul>
    11. 12. Radio
    12. 13. OOH Media Mash-Up
    13. 15. TV Mash-Up
    14. 16. TV Mash-Up: NetfliXbox
    15. 17. Social TV
    16. 18. Going Off the Grid is Easy
    17. 19. TV Apps
    18. 20. Mobile
    19. 21. Commerce on Consumer’s Terms
    20. 24. Marketing Mash-Up <ul><li>What’s Shiny, What’s Real? </li></ul>
    21. 25. Case Study: smarTouch
    22. 26. smarTouch
    23. 27. smarTouch
    24. 28. Content is King <ul><li>Create content that takes advantage of each medium: </li></ul><ul><ul><li>Mobile utility, connect print & online to in-store </li></ul></ul><ul><ul><li>TV & multi-screen experiences </li></ul></ul><ul><ul><li>OOH – digital ads…anywhere </li></ul></ul><ul><ul><li>Print – across any device </li></ul></ul><ul><ul><li>Radio – still very relevant </li></ul></ul><ul><ul><li>Offline experiences. </li></ul></ul>
    25. 29. Content is King <ul><li>Broader definition of content: </li></ul><ul><ul><li>Comments, Tweets, Consumer-Generated. </li></ul></ul><ul><li>Broader definition of publishing: </li></ul><ul><ul><li>Syndication </li></ul></ul><ul><ul><li>Sharing </li></ul></ul><ul><ul><li>User traffic as curation – most viewed. </li></ul></ul>
    26. 30. Content is King <ul><li>Consider Co-Creation </li></ul>
    27. 32. Q&A <ul><li>Thank You! </li></ul><ul><li>Find us online: </li></ul><ul><ul><li>@empowermm </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>@cincinnatijim </li></ul></ul><ul><ul><li>@prblog </li></ul></ul>