Erik Ramirez

Digital Symphon

y

Marketing mix = Orchestra

TradeTVDigital

CouponsPRPrint

We know the melody…

…but we can sound even

better!

Too much of one instrument can create orchestral imbalance

The secret to great music is timing

The audience demands Mozart while we just

keep playing Beethoven

Leverage the full potential of your

woodwinds

Keep the tempoS

Listen to the audience

Top 3 Learnings Recommendations

123

Program

Digital is a strong investment choice. However, overall Digital ROI is declining due to:Aggressive spending increase mainly in Banner

Underutilization of stronger ROI tactics

Optimize Digital mix: DiversificationReallocate investment according to efficiency and effectiveness. Scale back Banner Diversify investment into

different stronger tactics Develop capability to invest in

newer tactics

Too much of one instrument can

create orchestral imbalance

Leverage the full potential of your

woodwinds

Digital Mix

We can leverage synergies more consistentlyThere are more vehicles than

just bannerWe can plan and execute

Digital more holistically

Synchronize executions: Perfect Storm 2 (Synergy)

Execute Perfect Storm within Digital

Leverage synergies across ALL Marketing tools

The secret to great music is timing

Keep the tempoS

Perfect Storm2

We can better adapt our Digital execution to consumer behaviorConsumers have specific habits in the Digital world and we can better adjust to them

Follow consumers: Digital habitsDistribute content to where consumers are

Leverage ‘Catch-Connect-Close-Continue’ framework

Connect every consumer touchpoint to purchase

Close mobile gap: Optimize content for ALL screens

The audience demands Mozart

while we just keep playing Beethoven

Listen to the audience

Consumers

Too much of one instrument can create orchestral imbalance

Digital is a strong investment choice. However, overall Digital ROI is declining due to: Aggressive spending increase mainly in Banner Underutilization of stronger ROI tactics

The secret to great music is timing

We can leverage synergies more consistently There are more vehicles than just banner We can plan and execute Digital more holistically

The audience demands Mozart while we just keep playing

Beethoven

We can better adapt our Digital execution to consumer behavior Consumers have specific habits in the Digital world

and we can better adjust to them

Leverage the full potential of your woodwinds

Optimize Digital mix: DiversificationReallocate investment according to efficiency and effectiveness. Scale back Banner Diversify investment into different stronger tactics Develop capability to invest in newer tactics

Keep the tempoS

Synchronize executions: Perfect Storm 2 (Synergy) Execute Digital Perfect Storm Leverage synergies across all Marketing tools

Listen to the audience

Follow consumers: Digital habits Distribute content to where consumers are Leverage ‘Catch-Connect-Close-Continue’ framework Connect every consumer touchpoint to purchase Close mobile gap: Optimize content for ALL screens

Top 3 Learnings Recommendations

Program

1

2

3

Thanks