integrating digital with traditional marketing
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TAKE
THE
RED PILLIntegrating digital with traditional marketing
Mal Chia
Square Holes
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Will you take the blue pill...
Or the red pill?
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Digital channels have changed how brands communicate with consumers.
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Instead of marketers advertising to consumers…(Television, Radio, Newspapers, Magazines, Movies, Records, etc)
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Consumers are marketing to consumers.(WOM, Blogs, Facebook, Twitter, MySpace, Consumer Reviews, etc.)
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We are in an era of brand democratization.Millions of conversations happening every day about brands.
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Marketers must join the conversation.
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This next slide pretty much sums it up...
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Boasting is out.
Social proofing is in.
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Consumers don’t trust brands.Are you in their circle of trust?
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Consumer trust each other.
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It requires a fundamental change in how marketers thinks.
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It all starts with your customers.Consumer behaviour is shifting.
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Be where your customers are.Their media habits are changing. So must your strategy.*
* Nielsen Online Internet and Technology Report, 2009
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According to Forrester Research, most consumer’s first interaction with a brand is now happening online.*
* AdAge.com, As the Lines Blur, Digital Agencies Are Taking Lead
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Marketing departments must be integrated.Digital needs commitment to survive.
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They must be quick and nimble.Respond and adapt better to change.
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Be media agnostic.Focus on the message. Not the medium.
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Winner, 2009 Fairfax Employment Marketing Awards, Best Integrated Campaign
Integrate your campaigns.
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Ideas needs to be portable.A digital execution shouldn’t be an after thought.
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The web is immersive and interactive.So must be your campaign.
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According to a study by CBS Interactive, 46% of CBS’ TV audience watch their shows online.*
* CBS Audience Network Study, 2008
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Open up your content.Make it available when they want it, how they want it.
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One quick example…
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• Concept: classified job ad
• Driven by technology (social media, UGC)
• Engaging and relevant to ‘Holiday Seekers’ target audience
• 36,648 applications from 201 countries
• 610 hours of video content promoting the product
• 52,500,000 listings, 231,355 blogs and 43,600 news stories
• Over $US100 million in media coverage
Source: Tourism Queensland, 2009
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“Successful companies must be more like Dale Carnegie and less like David Ogilvy; listening
first, selling second.“
- Erik Qualman, Socialnomics