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A review of how media convergence is impacting consumer behavior and, as a result, marketing.
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Digital Disruption | The Circuit | 04.15.11Digital Disruption | The Circuit | 04.15.11
Technology’s Impact on Marketing’s FutureTechnology’s Impact on Marketing’s Future
Digital Disruption
» No Channels
» Paid, Owned & Earned Media
» Marketing Mash-Up• Print, Radio, OOH, TV, Mobile• What’s Real, What’s Shiny?
» Case Study: smarTouch
» Content is King
Please Turn Phones On
» #Circuit @TheCircuit_
» @empowermm
» Or Jim Price - @cincinnatijim
» Or Kevin Dugan - @prblog
nochannels.com
» Digital is no longer a channel, it’s threading through all channels
• Print, Radio, OOH, TV, Mobile
• Paid, Owned, Earned Media
» Rapid State of Media Convergence
» Content – in Context
Paid, Earned, Owned Media
Paid, Owned, Earned Media
Paid, Owned, Earned Media
» Social Media can be:• Paid: A brand’s Facebook Ad
• Owned: Content a brand creates for its Facebook Fan Page
• Earned: Consumer Comments on a Brand’s Facebook Wall
• Social = Engagement ≠ Broadcast
Marketing Mash-Up
Print Media Mash-Up
Print Media Mash-Up»QR Code Content Helps Drive Purchase,
Takes Print to Mobile to In-Store
Radio
OOH Media Mash-Up
TV Mash-Up
TV Mash-Up: NetfliXbox
Social TV
Going Off the Grid is Easy
TV Apps
Mobile
Commerce on Consumer’s Terms
Marketing Mash-Up
» What’s Shiny, What’s Real?
Case Study: smarTouch
smarTouch
smarTouch
Content is King
» Create content that takes advantage of each medium:• Mobile utility, connect print & online to in-store• TV & multi-screen experiences• OOH – digital ads…anywhere• Print – across any device• Radio – still very relevant• Offline experiences.
Content is King
» Broader definition of content:• Comments, Tweets, Consumer-Generated.
» Broader definition of publishing:• Syndication• Sharing• User traffic as curation – most viewed.
Content is King
» Consider Co-Creation
Q&A
» Thank You!
» Find us online:@empowermmempowermm.comnochannels.com
@cincinnatijim@prblog