Integrating digital channels for campaign success

HELLO!MY NAME IS EMMA…

FOR CAMPAIGN SUCCESSINTEGRATING DIGITAL CHANNELS

NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING.

DISCLAIMER

EX #1

EX #1

EX #2

Coca colaIsrael

EX #3

EX #3

EX #4

EX #4

INTEGRATION?!WHY AM I TALKING ABOUT

“We need to have an engaging hook and a real point of difference. A full 360 digital campaign is required”

“We are looking for a digital agency with experience in integrated digital campaigns to develop & implement a brand communication strategy for us”

“Develop concepts and creative across various media and integrate across all nominated channels ”

CONVERGENCE

DON’T JUST TAKE MYBUT…

WORD FOR IT!

Using our both email and social together results in an increase of up to 28% in open rates

The impact of running a campaign across multiple platforms tends to result in higher overall sales and a superior ROI

WPP

Multichannel campaigns are better at driving effectiveness than single channel activity. 78% of cases with three channels demonstrate hard business effects IPA/Smart Insights

5% - 40% of all branded search traffic is driven by upstream media

WHAT WE MEAN BY INTEGRATION

LET’S JUST CHECK

INTEGRATION

• Advertising-led integration - channels unified around a common creative idea / ‘matching luggage’ approach

• Brand idea-led ‘orchestration’ - unified around a shared brand concept or need state platform, often built around core brand values of the organisation.

• Participation led ‘orchestration’ –create a common dialogue or conversation

IPA

HOW DO WE INTEGRATE?WHERE DO WE START?

SO…

TIP #1 THE BIG IDEA

STRATEGY OR TACTICS?HANG ON A SEC…

AUDIENCE PARTICIPATION PLEASE!

STRATEGY OR TACTIC?

TACTIC

STRATEGY OR TACTIC?

STRATEGY

Cut over-excessive prestige from prices, offering quality and comfort more economically

STRATEGY OR TACTIC?

STRATEGY

The Man Your Man Could Smell Like

TIP #2 INSIGHT

• Start with the customer–Where do customers want to engage

with us–When do they want to engage with us– How can we make it easy to engage

with us

• Where and when are they online and how can we be there too!

TIP #3 CHANNEL MIX

TIP #4 MESSAGING

TIP #5 KNOW YOUR BRAND

• Guidelines• Purpose• Objectives• Tone of Voice

TIP #6 SET KPIS

• Two types:– Campaign level KPIs– Channel level KPIs

• Create a report that shows THE BIG PICTURE

TIP #7 TRACK/REPORT

• Elevate your tracking expectations from where they are now

• Share MI between disciplines and media

• Use info to make smarter marketing and business decisions

• Think about channel attribution

TIP #8 LEGAL

Make sure your legal department is up to date with technology

And if they are not, then help them out so they can understand how often antiquated rules apply in the New World.

TIP #9 REMEMBER OFFLINE

Remember what?!

DOING IT?WHY AREN’T WE ALL

27%ORGANISATIONAL STRUCTURE

CURRENT TECHNOLOGY

23%

WORKING WITH MULTIPLE AGENCIES/SPECIALISTS

22%

LACK OF CROSS-CHANNEL EXPERTISE

20%

ALL OF THE ABOVE!

19%

EMARKETEER.COM

HERE’S A SUMMARYWHAT HAVE I BEEN SAYING?

SUMMARY• Have a big idea• Use insight• Choose your channel mix• Think about your messaging• Be true to your brand• Be clear about your KPIs• Track• Legal• Offline

QUESTIONS PLEASE!THANK YOU

EMMA.ANDREWS@PANCENTRIC.COM

@PANCENTRICD60

PANCENTRIC.COM