Digital Disruption: Marketing, Technology & the Future
•Download as PPT, PDF•
3 likes•1,150 views
Digital technologies are disrupting traditional marketing channels and the boundaries between paid, owned, and earned media. Marketers now face a complex "marketing mash-up" across print, radio, out-of-home, TV and mobile channels. A case study of smarTouch highlights how content must be optimized for each channel to drive engagement and purchases across multiple touchpoints.
![Digital Disruption ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Digital Disruption: Marketing, Technology & the Future
Similar to Digital Disruption: Marketing, Technology & the Future (20)
More from Empower MediaMarketing
More from Empower MediaMarketing (11)
Recently uploaded
Recently uploaded (20)
Digital Disruption: Marketing, Technology & the Future
- 1. Digital Disruption | The Circuit | 04.15.11 Technology’s Impact on Marketing’s Future
- 6. Paid, Earned, Owned Media
- 7. Paid, Owned, Earned Media
- 12. Radio
- 15. TV Mash-Up
- 17. Social TV
- 18. Going Off the Grid is Easy
- 19. TV Apps
- 20. Mobile
- 21. Commerce on Consumer’s Terms
- 26. smarTouch
- 27. smarTouch
Editor's Notes
- http://www.flickr.com/photos/steveportigal/5538647257
- Video at http://nochannels.com
- 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.
- http://www.flickr.com/photos/empowermm/5318820180
- http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
- http://www.flickr.com/photos/dpstyles/5572587329
- Print is not dead. More people than ever are reading. http://www.flickr.com/photos/empowermm/5278408112 http://www.flickr.com/photos/prblog/5469386730
- QR Code Cacophony http://www.flickr.com/photos/prblog/5145882167
- http://www.flickr.com/photos/gracinhamarco/4632764331
- http://www.flickr.com/photos/empowermm/5567134189
- 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. http://www.flickr.com/photos/empowermm/5277798433
- 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. http://www.flickr.com/photos/empowermm/5277798829
- Sites like AttracTV will allow a multiscreen experience on one screen. http://www.flickr.com/photos/empowermm/5324262436
- 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. http://www.flickr.com/photos/empowermm/5262552821
- I can add some TV app screen shots. But we have too many TV so we can pull one of these. http://www.flickr.com/photos/empowermm/5277798169 http://www.flickr.com/photos/zecanadablog/5090074372
- Apps can bring a layer of utility that can help connect online and in-store experiences for the consumer. http://www.flickr.com/photos/prblog/5468792615
- http://www.flickr.com/photos/empowermm/5597746695
- 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. http://www.flickr.com/photos/joepemberton/3388773810
- This is big for small business http://www.flickr.com/photos/joepemberton/3388773810
- 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 smarTouchgloves.com , 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. http://www.slideshare.net/imediaconnection/bonin-bough-break-key-note
- http://www.flickr.com/photos/lynetter/267334862