digital convergence...are you ready?

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Digital Convergence…Are You Ready?

Warren Raisch Executive Vice President Digitaria Interactive 760-468-5018 [email protected]

Top Three Messages!

① All Marketing is now Social! ② Mobile Devices are the new Marketing

Aggregation & Activation Points! ③ To Survive & Thrive you must start and

maintain Conversations with your customers across multiple channels & Devices Social Activate Your Marketing!

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Today All Media is Social Marketing


Social

What to Track?


Social

EMERGING METRICS

Friending Followers Tweets & re-tweets Influencers

Essential Attributes for a CMO to be Successful


Level of Importance of Select Marketing Tactics to Achieve Company growth


Cross-Marketing Shifts


Cross Marketing Shifts


Web Sites Still Top Priority!


Internet Impacts Entire Buying Cycle!


Interactive Marketing Trends

Marketing Growth Areas

Top Acquisition Strategies that will impact Cross- Channel Buying Behavior

•  Search –  Consumers Research before Buying

•  Display –  Brand Building and calls to action

•  Mobile Apps & Marketing –  Apps ad Utility and or Entertainment that builds brand –  Mobile Marketing adds targeted, contextual outreach and location based

calls to action.

•  Social Marketing –  Build Trust –  Build Community –  Empower Influencers –  Promote Positive Ratings & reviews


2010 Top Priorities


Acquisition is Critical!


Search is a critical component


Invisible Children Case Study


Integrated Mindset


Customer Loyalty Across Channels


Online drivers of offline sales


Invisible children Case Study


Invisible Children “I Got Soul” Video

Invisible Children Story

The Cross-Channel Results •  InvisibleChildren.com Case Study •  Cross-channel Marketing for a Cause •  Mobile (SMS Texting Campaign) •  Social (Facebook) •  Website (Video, Storytelling, Schools for Schools Program) •  Live Events •  First Campaign generated approx. 250,000 mobile phone

number list •  80,000 students participated in the first SMS - text to participate

live events around the U.S. •  Generated $1 million in donations in the first 90 days, over $10

million today and growing… •  Check out Invisiblechildren.com

What Channel to Invest In?


Emerging Channels


We Use to call it Media Mix now it’s Cross Channel


It’s the Mix that Converts!


Two Important Developments

•  A Move From a “Production Model” to a “Customer Model” Build & then sell to Listen and then build.

•  The Number of Channels has multiplied as well as the Database technologies and personalization capabilities.


Two Critical Multi-Channel Marketing


Cross-Channel Strategies


•  Develop Measurable Scoring Techniques •  Start with the most measurable then add more

channels •  Encourage Customers to Add Profitable Channels-

Cross-channel increases revenue •  Don’t let channels get into a Silo speak in a unified

voice. •  Be active in channels where your customers already

spend time

Measurable Channels


THE MOBILE OPPORTUNITY


Media Channel Effectiveness


Forrester predicts that Social Media Will be the most effective Channel By 2011 followed by Search, Mobile And Online Video with a mix of some traditional (Direct Mail & Radio) Depending on your target audience Demo.

Consumer Research Mode


According to Jupiter Research – 8 out of the top 10 resources used to research a purchase before buying are on the web, with your company web site being the leading starting point.

24X7 Cross-Channel Mobile Devices

•  Today no matter what channel you are engaged with a Mobile device is there with you 24X7.

•  Mobile is becoming the ultimate Channel Aggregation point!

•  Mobile Activate every channel you have and start the conversation!


Mobile is Mainstream and a “Necessity” for many

Mobile Represents the opportunity to redefine direct Marketing!

When you think Mobile don’t just think Phone – Mobile is a Multi-functional Device!


Mobile Marketing is Different From Web Marketing

Key Mobile Activities By Age Group

Texting is Cross-Generational but high in Teens

The Texting Generation •  75 billion text messages are

sent each month, and teens 13 to 17 are the biggest texters of all. They average 2,272 text messages a month, according to the Nielsen company—that’s almost 77 messages a day. So what is the impact on our kids? Kids Communicate Through Texts

•  Texting is the #2 use of cellphones—after checking the time Kids send billions of texts every year—and it’s increasing

Mobile Phones Are Replacing Home Land Lines

Mobile is a Natural for Social

Leading Social Platforms Go Mobile

The Future of Retail

•  Future Retail Shopping Demo •  Future Store Demo •  Future Store – Annimation Demo


Apple iAd vs. Google Ad Mob Model

Warren Raisch | 760-468-5018 |eMai: [email protected] | Blog:

ThinkConversation.com

•  The “Traditional” thinking of advertising on Mobile has been to take the Online Display –Banner metaphor and transfer it to the smaller screen mobile format. Where you display and Ad, click the ad and be taken out of your mobile experience and delivered to a WAP enabled Web Page with more content. Google is in the process of acquiring AdMob which is the largest Mobile Ad Network operating under this model.

Apple iAd vs. Google Ad Mob Model

•  Apple launched iAd which is a totally different concept which starts from the foundation of over a billion Mobile Apps downloaded with App developers looking for a way to monetize the app download phenomenon.

•  With Apple iAd technology the Mobile App developers can build into their apps mobile advertising that is a part of the application and can delvier ad, entertainment, news, utilities, web services into the app staying contextual and never leaving the App experience!

Mobile Ad Samples AdMob and iAD

•  AdMob Mobile Ad Highlights •  Steve Jobs iAD Introduction & Sample

Mobile Ad - Disney


So What Kind of Promotions can go Mobile?

Ad Mob Announces Free Mobile Analytics Tool !


Digitaria - ABC - Mobile APP Example for SoapNet App

Digitaria – NBC Mobile App Examples: Top Chef App

Digitaria - Best Western Mobile App - App Development Example

Warren Raisch | 760-468-5018 |eMai: [email protected] | Blog: ThinkConversation.com

JC Penny Mobile SMS Campaign Example

Mobile Campaigns

All Marketing is Social


What Channels You Trust?


Most Effective Communication


Who’s Doing Social Marketing?


What to Measure?


Track Your Brand


Track Your Industry


Track Competitors


What to Say?


Track Engagement


Cross-Channel Market Trends


Business Challenges



Developing a Common Key

Bringing it all Together


Segmentation is Key


Optimize All Touch Points


What is the value of Social Media?


Generational Differences


Impact of Social


Social – Where to Engage


Measuring Cross Channel


The Measurement Challenge!


Which Campaign Get’s the Credit ?


DIGITARIA INC CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED

ANALYSIS & OPTIMIZATION MULTI-CHANNEL ANALYSIS provides insight in to how each digital tactic contributes throughout the sales funnel, and ultimately shows us where our best ROI and ROAS is coming from .

Expert analysts can take data from multiple sources and provide an actionable scorecard for executives. (also may include social data)

Social Monitoring Tools


Where to Find Measurable ROI online?


Conversion is King !


Where is the traffic coming from?


Where to Invest in Cross-Channel Marketing


Cross-Channel Measurement


Cross Channel Lifecycle Marketing


Measuring Cross Channel


Online use to emulate offline now the trends have shifted…


Online influences Offline


Measuring Customers over Time


With Analytics You Can Measure Customer Behavior, Value of Transactions and Product Preference By

Channel


Cross-Channel Analysis Tells The Holistic Story


Measuring Cross-Channels


Cross-Channel Segmentation


Multi-Channel Analytics Solutions


Best Buy Case Study


SUMMARY

① All Marketing is now Social! ② Mobile Devices are the new Marketing

Aggregation & Activation Points! ③ To Survive & Thrive you must start and

maintain Conversations with your customers across multiple channels & Devices Social Activate Your Marketing!


THANK YOU


Warren Raisch Executive Vice President Digitaria Interactive M: 760-468-5018 E: [email protected]

digital convergence...are you ready?

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