Digital Convergence...Are You Ready?

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Digital Convergence…Are You Ready?

Warren Raisch Executive Vice President Digitaria Interactive 760-468-5018 wraisch@digitaria.com

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: wraisch@gmail.com | 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: wraisch@gmail.com | 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 ?

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: wraisch@digitaria.com

Digital Convergence...Are You Ready?

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