adtech sf12 the new marketing mix by rebecca lieb

The New Marketing Mix: Integrating Digital into Traditional (and vice versa)

Rebecca Lieb, Analyst

Altimeter Group

@lieblink

Zero In On Your Target

• Shifting emphasis from broadcast and print to digital requires organizational change

• Digital offers more effective audience targeting

• Better targeting = Less waste in media buys

Extend the Life of Campaigns

• Digital content can evolve and deepen the impact of an offline campaign

• Repurpose traditional media content in digital channels

• Bigger impact online for far less cost

Shifting the Media Balance

• Social media listening and monitoring can shape content strategy

• Earned media is gaining importance on par with paid and owned

• What you do on- and offline must connect, compliment and support each channel

Business