1. Successful Cross-Channel Digital Marketing & Advertising Nicco Lopez Tan | Sr. Regional Marketing Manager -ASIA Electronics & Communications Engineer Statistician Master of Marketing Communications Master of Marketing Communications Master of Marketing Communications Master of Marketing Communications

2. Marketing Channel Demystified 3. a marketing channel is a set of practices or activities necessary to transfer the ownership of goods, and to move goods, from the point of production to the point of consumption. -American Marketers Association 4. a marketing channel is a set of practices or activities necessary to transfer the ownership of goods, and to move goods, from the point of production to the point of consumption. -American Marketers Association a channel is the MEDIUM at which the ad takes place with a high degree of relative consumer exposure frequency for maximum message retention and brand recall. -Nicco Tan 5. It is the intersection of different channels where the target consumers are highly exposed PRACTICAL TIPPRACTICAL TIP Scale your content in other channels by developing INTEGRATION STRATEGIES that deliver unique offerings. Always remember that Relative Ad Exposure Frequency is directly proportional to conversion rates. RF = [Unique Visitors / Total Ad Impression] P(C) = RF1 * RF2 * RF3 6. 1. NOT knowing your target markets channel consumption. 2. NOT understanding how a channel works. 3. NOT consistent with content messaging across chosen channels. 4. NOT tracking your results. 5. NOT having enough resources to maintain the channels. 7. RESULT: This campaign helped move 200,000++ Kraft Real Mayo Bottles Nationwide! RESULT: This campaign helped move 200,000++ Kraft Real Mayo Bottles Nationwide! 8. RESULT: Sold out all available vouchers in 2 hours! RESULT: Sold out all available vouchers in 2 hours! 9. RESULT: Sold out a 21,000++ bookings! RESULT: Sold out a 21,000++ bookings! 10. RESULT: Generated RM 380K PR Value RESULT: Generated RM 380K PR Value 11. RESULT: Went viral and sold out the deal in less than 1 hour! RESULT: Went viral and sold out the deal in less than 1 hour!