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The digital experience goes well beyond websites. This is an introduction to IDE, Integrated Digital Experience
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The Digital Experience
It’s well beyond the Web site
John Kottcamp, Chief Marketing Strategist
Integrated Marketing Communications Conference, Kansas City, October 8, 2009
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
But first, who are we
Ascentium is a digital agency dedicated to creating exceptional, results-
oriented user experiences - because their outcomes form the core of an
organization’s success.
A Little about us:
• Ranked #27 among Ad Age’s Top 50 Digital Agencies
• Recently featured in Q2 2009 Forrester Wave® for Interactive Agencies –
Web Design
• Inc. 500/5000 list named Ascentium of the fastest-growing private companies
in America 5 times since 2005.
• Microsoft 2009 Partner of the Year for CRM
• Based in Bellevue, Washington
• With almost 500 employees in 6 offices across the country and in the UK
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
And you may have heard of a few of our Clients
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
The Universe
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
The Digital Universe
Some Historical Context
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
ARPANET
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
1970s
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
1980s
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
1990s
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
The dot.com Boom & Bust
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
Websites in the 21st Century
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Ecommerce
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
Search
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
Blogs
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Social Networks
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User Generated Content
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
Micro Blogging
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Mobile
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
Where do we go from here…
• In today’s world, companies and brands need to reach across all the
manifestations of the web experience
• Your customers don’t differentiate your brand where ever they encounter it
• If you don’t guide their perception of your brand, they will without you
• Its up to you to start looking at the bigger picture
The Integrated Digital Experience, or IDE
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
Integrated Digital Experience – A Marketing Perspective
• Brand Awareness
• Brand Engagement
• Brand Loyalty
• Brand Evangelism
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
IDE - Marketing
Brand
Broadcast
Cable
Outdoor
Direct Mail
BannersSearch
Website
Landing Pages
Blog
Social Networks
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
Integrated Digital Experience – A Sales Perspective
•Product Awareness
•Consideration
•Preference
•Purchase
•Retention
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IDE Sales
CRM
Events
Webinars
Website
Lead Nurturing
Collateral
Portals
Partners
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
IDE Website
Website
Flash/
Silverlight
Cookies/ Bookmarks
“My sites”
Personalized
Widgets/ Gadgets
Landing Pages
Web Analytics
Content Management
System
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
IDE Ecommerce
Commerce Platform
Website
Payment Processing
Order Management
CRMContent
Management System
Affiliate Program
Analytics
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
IDE Social Media
Website
Blogs
Forums
TwitterYammer
YouTube
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
IDE Mobile
Mobile Device
Voice
SMS Text
Mobile Web
Wi-FiBluetooth
Wireless Email
iPhone APPs.
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
Integrated Digital Experience
Website
Yammer
BlogMobile
WAP
I Phone App.
Banner Ad
Campaign Site
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
A couple of Examples
A little bit of Heaven and …
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Find your audience where they live
Tech buyers and influencers watch G4 Attack of the Show
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We went to where the audience hangs out and hooked
them with a relevant search term – Oliva Munn in this case
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
And we integrated the experience between Youtube, a
campaign landing page and a corporate Website
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Tap into an existing community
And integrate Web, 3d animation and blogs
Bellevue Seattle Portland Spokane Los Angeles Baltimore London
Conclusions
1. The Web has evolved into much more than Websites
2. With social networking sites like Facebook and LinkedIn, its no longer a
question of if your company belongs, it’s a must
3. Your Web site should be the hub, with a strong linking strategy across all
web experiences
4. Every place you exist on the Web needs to reflect your brand (but that
doesn’t mean its has to be branded.
Oh, and by the way…
Integrated experience isn’t limited to the Web
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