How Traditional Advertising Complements Digital

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A short presentation about how traditional and digital advertising can work together to generate better results. Created by www.methodsavvy.com

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How Traditional Advertising Complements Digital

  1. 1. HOW TRADITIONAL ADVERTISINGCOMPLEMENTS DIGITALPRESENTER: JAKE FINKELSTEIN (@TUNDRO)FOUNDER/PRESIDENT, METHOD SAVVYWWW.METHODSAVVY.COMJUNE 14, 2012
  2. 2. BUSINESS OBJECTIVE METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  3. 3. TRADITIONAL APPROACH METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  4. 4. THAT’S EXPENSIVE& INEFFICIENT METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  5. 5. DIGITAL APPROACH METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  6. 6. ONLINE ADVERTISING AVERAGING OF 22.3% GROWTH PER YEAR 15000 14941 11250 12127 11510 10900 9993 7500 7909 3750 0 2006 2007 2008 2009 2010 2011 * http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-092811 METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  7. 7. ADVERTISING ATTENTION SPAN 2000 2012 12 seconds 8 seconds * http://www.quezmedia.com/blog/Attention-Span-and-Advertising-Infographic METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  8. 8. * http://www.nytimes.com/2007/01/15/business/media/15everywhere.html 5,000THE AVERAGEPERSON SEESROUGHLY ADS PER DAY. METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  9. 9. * http://www.nytimes.com/2007/01/15/business/media/15everywhere.htmlTHAT’S 5-7 EVERY MINUTE WE’RE AWAKE. METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  10. 10. ONLINE ADVERTISING * http://www.behind-the-enemy-lines.com/2012/03/50-of-ads-are-never-seen.html38% ADS ARE NEVER IN VIEW TO A USER50% ARE IN VIEW FOR LESS THAN 0.5 SECONDS METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  11. 11. Discoverability Credibility ACTION TimelinessMETHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  12. 12. REACH FREQUENCY RELEVANCY METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  13. 13. INTEGRATED MARKETING- ... [a] customer centric, data driven method of communicating... that maximizesimpact... at minimal cost. [Wikipedia.org] METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  14. 14. INTEGRATED MARKETING 1+1=3 METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  15. 15. TV ADS DRIVE SEARCH VOLUME * http://searchengineland.com/does-tv-advertising-help-search-marketing-performance-51623 METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  16. 16. BRANDED EMAILS PERFORM BETTER * http://www.singleentrypoint.com/branded-email-marketing.aspx Branded Non-Branded 5 4.8 +27% +14% 4.5 Click-Through Rate 3.75 3.9 3.5 2.5 1.25 0 Business-To-Consumer Business-To-Business METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  17. 17. AUDIENCE MEDIA CONSUMPTION * http://www.nei.nih.gov/nehep/research/target_population_profiles_communcation_channels_media_usage.pdf METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  18. 18. VALUE OF TRADITIONAL + DIGITAL• Increase trust and authority• Extend reach and frequency• Greater brand awareness METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  19. 19. INTEGRATED MARKETING EXAMPLES METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  20. 20. ENTERTAINMENT: THE MUPPETS GOAL: SHORT-TERM BOX OFFICE REVENUE METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  21. 21. ENTERTAINMENT: THE MUPPETS FACEBOOK GOOGLE+ MOBILE METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  22. 22. ENTERTAINMENT: THE MUPPETS OUT OF HOME TELEVISION PRINT METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  23. 23. ENTERTAINMENT: THE MUPPETS(1999) - $23,323,612 (2011) - $158,431,237 METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  24. 24. RETAIL: DOLLAR TREE GOAL: INCREASE IN-STORE & E-COMMERCE REVENUE METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  25. 25. RETAIL: DOLLAR TREE TELEVISION PRINT POINT OF PURCHASE METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  26. 26. RETAIL: DOLLAR TREE EMAIL SOCIAL MOBILE METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  27. 27. RETAIL: DOLLAR TREE Increased purchase frequency 70% More Spent Per Purchase METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  28. 28. B2B: DATAFLUX GOAL: INCREASE LEAD VOLUME & CONVERSION RATES METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  29. 29. B2B: DATAFLUXPUBLIC RELATIONS PRINT TRADE SHOWS METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  30. 30. B2B: DATAFLUX EMAIL RETARGETING PAY PER CLICK METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  31. 31. B2B: DATAFLUX INCREASE IN LEAD VOLUME BETTER QUALITY LEADS METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  32. 32. WHAT IT TAKES TO SUCCEED UNDERSTANDING A BIG IDEA RELEVANT CONTENT OF YOUR AUDIENCE INVESTMENT IN AN INTEGRATED MEDIA MIX ANALYTICS METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  33. 33. THANK YOU!!!JAKE FINKELSTEIN DEVIN KELLEY, DIR. CLIENT SERVICES919-627-1305 919-904-4018JAKE@METHODSAVVY.COM DEVIN@METHODSAVVY.COMWWW.METHODSAVVY.COM WWW.METHODSAVVY.COMTWITTER: @TUNDRO TWITTER: @DEVINPK10

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