Cross-Platform Advertising

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Let the Starmark agency walk you through some great thoughts, techniques and strategies we recently presented and the 2012 iSummit Convention in Orlando, FL.

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Cross-Platform Advertising

  1. 1. Cross-Platform MarketingStarmarkBrandingAdvertisingInteractivePRDirectMobileSocial isummit 2012Analytics STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  2. 2. Owned, Earned & Paid Media Models: Defined Owned Earned Paid Collateral & Direct Public Relations Print Advertising Response Word-of-Mouth Advertising Networks Web, Mobile & Tablet Speaking Engagements Paid Search Blog & Video Content Awards, Recognition Affiliate Social Media Channels Search Engine Co-Op & Advertorials Email/SMS & Lists Optimization Sponsorships Location Marketing Social Distribution Specials & Coupons Custom Apps Customer Support Outdoor & Trade Shows Intellectual Property Buzz/Viral/Mass Opinion Intelligence Campaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive Modeling • UI/UX Testing • Optimization • Progressive Refinement STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  3. 3. Cross-Channel Is (most often) A Paid Channel • Print Advertising • Advertising Networks • Paid Search • Affiliate Advertising • Co-Op & Advertorials • Sponsorships • Specials & Coupons • Outdoor & Trade ShowsSTARMARK.COM STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  4. 4. Are You Connected Across The Right Platforms? STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  5. 5. Are You Connected Across The Right Platforms? STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  6. 6. Media DigestionSTARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  7. 7. So Much Better?STARMARK.COM STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  8. 8. Status Quo 2000600ads/day logos/day STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  9. 9. So Much Better?Businesses with 40+ different landing pages/offers generate10X more leads than those with five or fewer landing pages,and those with 200 or more total blog posts generate 3.5Xmore leads than those whose blogs have 20 or fewer posts. Econsultancy STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  10. 10. Transmedia STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  11. 11. Transmedia: Storytelling SOCIAL/ MOBILE/ TRADITIONAL ONLINE REAL WORLD STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  12. 12. Transmedia Story Architecture STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  13. 13. Defining The Story ArchPREP PRE DURING POST RETAIN STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  14. 14. Defining The Story Arch MONTH MONTH MONTH MONTH MONTH MONTH MONTH STORY ARCHITECTUREPREP PRE DURING POST RETAIN STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  15. 15. Defining The Story Arch MONTH MONTH MONTH MONTH MONTH MONTH MONTHPlatforms & Tactics STORY ARCHITECTURE PREP PRE DURING POST RETAIN STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  16. 16. Defining The Story Arch MONTH MONTH MONTH MONTH MONTH MONTH MONTH STORY ARCHITECTUREPREP PRE DURING POST RETAIN STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  17. 17. Defining The Story Arch MONTH MONTH MONTH MONTH MONTH MONTH MONTH v2. OPTIMIZE STORY ARCHITECTUREPREP PRE DURING POST RETAIN STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  18. 18. Dwell Time Vs. Value ALTERNATES FACEBOOK ADS FACEBOOK MOBILE GROUPS & TELEVISION/ POLLS COMMUNITIES PROMO ON-DEMAND APPS TWITTER MULTI CHANNEL BROWSER-BASED/ GAMING APPLICATION UGC MOBILE ADSBLOG STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  19. 19. Technology Vs. Usage Longevity EVENT BASED TRANSIENT SOCIAL LIFESTYLE TECHNOLOGY TECHNOLOGY TECHNOLOGY TECHNOLOGY STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  20. 20. Campaign Technology In Real-World Deployment STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  21. 21. Campaign Technology In Real-World Deployment STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  22. 22. Key Takeaways • Deploy tactics to a story, not retrofit a story around tactics • Deploy your technologies progressively over a timeline – DON’T FRONT-LOAD! • Make sure that all your chosen platforms are telling the story • Gauge you budgeting on user expected user participation • Extend your digital efforts into the real-world consumer path • Optimize, optimize, optimize!STARMARK.COM STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  23. 23. Questions & Answers For more see: Starmark.com & etips.starmark.com Engagement: @justicemitchell jmitchell@starmark.comSTARMARK.COM STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED

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