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The Integration Triangle

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Slides from a presentation given at Porter Novelli London on Wednesday April 15, 2009.

How do you integrate digital media, traditional media and the "Real World"?

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The Integration Triangle

  1. 1. The INTEGRATION triangle Mat Morrison Wednesday April 15, 2009
  2. 2. mediaczar.com/blog
  3. 3. @mediaczar
  4. 4. Where do digital channels FIT?
  5. 5. How do we do JOINED-UP thinking?
  6. 6. The INTEGRATION Triangle
  7. 7. “Real World” Digital Traditional Channels Media
  8. 8. Strengths Always on/on demand Digital Channels Customer managed relationships/ interactive/self-service (feedback) Messages can spread far and wide Permanent, searchable multi-media records Weaknesses Un-mediagenic Less message control: everyone can have an opinion and a voice! Cluttered, fragmented environment Permanent, searchable multi-media records
  9. 9. Strengths Always on/on demand Digital Channels Customer managed relationships/ interactive/self-service (feedback) Messages can spread far and wide Permanent, searchable multi-media records Weaknesses Un-mediagenic Less message control: everyone can have an opinion and a voice! Cluttered, fragmented environment Permanent, searchable multi-media records
  10. 10. Traditional Media Strengths Broadest audience reach (still!) High impact & highly-valued by audience Established channels and best practice Relatively high degree of message control Weaknesses High requirements for story Long lead times Limited back channel Fish & chip wrapper
  11. 11. “I get 900K+ visitors a week to whatcar.com and 127K readers a month to the magazine.... ..but people still think that the magazine is much more valuable to be in.” Steve Fowler, Group Editor, What Car
  12. 12. Traditional Media Strengths Broadest audience reach (still!) High impact & highly-valued by audience Established channels and best practice Relatively high degree of message control Weaknesses Limited back channel High requirements for story Long lead times Short attention span Fish & chip wrapper
  13. 13. Real World Strengths Highest impact Mediagenic High “talkability” Established channels and best practice Weaknesses Transient Low reach High cost of involvement
  14. 14. 350 people on your website is an abject FAILURE...
  15. 15. But 350 people in a train station is a STORY
  16. 16. “Real World” Digital Traditional Channels Media
  17. 17. SIMPLE RULE Move from corner to corner
  18. 18. “Real World” Promote Digital Traditional Channels Media
  19. 19. “Real World” uit cr Re Digital Traditional Channels Media
  20. 20. “Real World” Int e res t Digital Traditional Channels Media
  21. 21. “Real World” ve i h rc A Digital Traditional Channels Media
  22. 22. Content Transport Content Administer
  23. 23. “Real World” Content Digital Traditional Channels Media
  24. 24. “Real World” plus :60 TVC 2 weeks Digital Traditional Channels Media
  25. 25. “Real World” :60 TVC Radio Cross-track/Outdoor £2.6m Digital Traditional Channels Media
  26. 26. “Real World” uit cr Re Digital Traditional Channels Media
  27. 27. “Real World” Int e res t Digital Traditional Channels Media
  28. 28. “Real World” ve i h rc A Digital Traditional Channels Media
  29. 29. Reduce UK’s CO2 emissions by at least 80% by 2050
  30. 30. Include emissions from international SHIPPING and AVIATION
  31. 31. “Real World” uit cr Re Digital Traditional Channels Media
  32. 32. “Real World” Int e res t Digital Traditional Channels Media
  33. 33. “Real World” e hiv Arc Digital Traditional Channels Media
  34. 34. “Real World” Digital Traditional Channels Media
  35. 35. Where do digital channels FIT?
  36. 36. JOINED-UP thinking
  37. 37. 350 people on your website is an abject FAILURE...
  38. 38. But 350 people in a train station is a STORY
  39. 39. SIMPLE RULE Move from corner to corner

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