The INTEGRATION triangle

      Mat Morrison
      Wednesday April 15, 2009
mediaczar.com/blog
@mediaczar
Where do digital channels FIT?
How do we do
JOINED-UP thinking?
The INTEGRATION Triangle
“Real World”




  Digital                  Traditional
Channels                   Media
Strengths   Always on/on demand
Digital Channels               Customer managed relationships/
                           ...
Strengths   Always on/on demand
Digital Channels               Customer managed relationships/
                           ...
Traditional Media   Strengths   Broadest audience reach (still!)
                                High impact & highly-valu...
“I get 900K+ visitors a week to
whatcar.com and 127K readers
  a month to the magazine....

..but people still think that ...
Traditional Media   Strengths   Broadest audience reach (still!)
                                High impact & highly-valu...
Real World   Strengths   Highest impact
                         Mediagenic
                         High “talkability”
  ...
350 people on your website is
    an abject FAILURE...
But 350 people in a train
  station is a STORY
“Real World”




  Digital                  Traditional
Channels                   Media
SIMPLE RULE

Move from corner to corner
“Real World”




            Promote
  Digital                  Traditional
Channels                   Media
“Real World”




              uit
               cr
            Re

  Digital                  Traditional
Channels      ...
“Real World”




               Int
                   e
                 res
                     t
  Digital            ...
“Real World”



                     ve
                   i
                 h
               rc
             A
  Digital...
Content




Transport                Content




            Administer
“Real World”




               Content
  Digital                  Traditional
Channels                   Media
“Real World”



            plus :60 TVC
            2 weeks
  Digital                   Traditional
Channels             ...
“Real World”
            :60 TVC
            Radio
            Cross-track/Outdoor
            £2.6m
  Digital            ...
“Real World”




              uit
               cr
            Re

  Digital                  Traditional
Channels      ...
“Real World”




               Int
                   e
                 res
                     t
  Digital            ...
“Real World”



                     ve
                   i
                 h
               rc
             A
  Digital...
Reduce UK’s CO2 emissions by
    at least 80% by 2050
Include emissions from
international SHIPPING and
         AVIATION
“Real World”




              uit
               cr
            Re

  Digital                  Traditional
Channels      ...
“Real World”




               Int
                   e
                 res
                     t
  Digital            ...
“Real World”




                e
             hiv
            Arc

  Digital                  Traditional
Channels      ...
“Real World”




  Digital                  Traditional
Channels                   Media
Where do digital channels FIT?
JOINED-UP thinking
350 people on your website is
    an abject FAILURE...
But 350 people in a train
  station is a STORY
SIMPLE RULE

Move from corner to corner
The Integration Triangle
The Integration Triangle
The Integration Triangle
The Integration Triangle
The Integration Triangle
The Integration Triangle
The Integration Triangle
The Integration Triangle
The Integration Triangle
The Integration Triangle
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The Integration Triangle
The Integration Triangle
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The Integration Triangle
The Integration Triangle
The Integration Triangle
The Integration Triangle
The Integration Triangle
The Integration Triangle
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The Integration Triangle
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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

    ×