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What is the glue that ties different digital marketing disciplines? How could you plan a digital marketing strategy (or marketing strategy) in a world besotted with the 'latest'. Can 'Engagement' as a concept glue everything together? What is engagement led integrated marketing and how is it beyond social media? From Shalabh Pandey (htpp://chasingthestorm.com)
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Engagement led MarketingWhat makes different marketing disciplines interplay?
Shalabh Pandey ChasingTheStorm.com
Display trumps TVControl Shift
DigitalExperts
(Many of us)
Déjà vu?Old Spice ad
Burger King AdBest job in the world
Everything will be
mobile
Search trumps display
Organic trumps paid
searchEmail is dead
Forrester.comhttp://sproutinc.com/2010/06/why-highly-interactive-display-advertising-spend-is-about-to-jump/
Reality check
Richer creative
Display is flexible,
adding ‘social components’
possible
Trend towards clear division in demand
generation Vs Branding led
display advertising is hale and hearty
Emarketer.com; covario.com; http://dhdeans.blogspot.com/;
Reality check
SEO and Social Media integration Top
priorities
Paid search moves beyond Search engines
(Facebook, Twitter, LinkedIn)
10%-20% of PPC budgets might move to Facebook in
2011
social and search interplay
http://www.exacttarget.com/sff/index.htmlhttp://blog.kryptonite.co.nz/compelling-reasons-to-integrate-social-sharin
Reality checksocial and email interplay
90% receive brand mails, 40% follow Brands on
Facebook; 5% on Twitter
Clear opportunity to tie email programmes and
social channels
Email still important
CRM/Social CRM
So what’s the glue?
RTThe answer is out there, Neo, and it's looking for you, and it will find you if you want it to
-Trinity (Matrix)
Once upon a time
Heard of Alexander the Great?
Meet (probably) the first social media
marketer
How about
Ashoka (the
Great)?
If you were an Emperor…
How
would you
change
the world?
This is a blog(Sort of)
‘Stupa’ Stone carvings of Ashoka’s thoughts on Religious tolerance, animal welfare and health reforms (250 BC)- distributed content across India for general publics
Leverage MicroInfluencers™
EVOLUTION OF MARKETING
~250 BC…about 23 centuries ago
21st Century
The MicroInfluencer™
~250 BC…about 25 centuries ago
21st Century
Marketing has come a full circle(but we are not smarter- we just have better tools)
EVOLUTION OF DIGITAL MARKETING
1994The first banner ad
(It sucked)But you could measure clicks!
1996
Arrival of flash …now you could not only click on a banner (and
measure that click) but also find how long people played with the banner
1999-2002
The dotcom bubble…reinvention
…emergence of search engine marketing
2003-2009
Maturing of mediumAnd advertisers…and agencies
Emergence of ‘Social Media’
2011 and beyond
More integrationNon-Line
Digital Brand Management
Interplay
‘Engagement ties
everything together
User at the core (not
tools)
Shalabh / ChasingTheStorm.com
The truth
Rampant fragmentation
Search Engine
Instant Messenger
Affiliate Programmes
Ad Networks/DSP Digital iTV
SMS/MMS
Apps
WAP
In-game advertising
Blogging
RSSContentInformation
More channels, More often, different ways, different mix
Mobile
Who twisted my funnel?
Preference and purchase intentis moulded at multiple levels
ChasingTheStorm.com
Look Ma! It’s not linear anymore!
RT
If you are not confused by what is going
around- you are not in touch
-Tom Peters
(This is probably all you need)
Method in the madness
Discoverability
Engagement
If consumers are across multiple channels, ensure relevant presence across all channels. Get your brand found.
Engagement. Not just be there. Do something relevant
AccountabilityInsights. This tells you what exactly is ‘relevant’
Shalabh / ChasingTheStorm.com
Insights, relevance, reach
•Where are my customers? What ticks them?
Visualization: Brandtology, Google Ad Planner
Discoverability
Engagement
Display/eMail/CRM/Search
Demand Generation
Dialogue
Accountability
Identify business goals
Track and measure (or set proxies)
Understand that different media could work differently
Reach Engagement
How to win the interplay game
http://chasingthestorm.com/skills-of-a-rockstar-planner-video/
Your Turn
What’s your focus discipline- and how do you make it ‘engaging’?
Reality check
•Where are your customers?
•What ticks them?
Do it wrong quickly
•Fail fast and fail cheap
•Test, Test and test
Engagement is the glue that will bind it together
(Have an engagement strategy)
Plan
•Discoverability
•Engagement
•Accountability
Control has shifted
•But there are more
opportunities to connect
•Deliver carefully aligned marketing messages across
channels
Shalabh / ChasingTheStorm.com
RT
Marketing takes a day to learn.
Unfortunately it takes a lifetime to master-
-Philip Kotler
Interplay through engagement
FTW
• http://www.flickr.com/photos/mazboot/2290223478/sizes/o/• http://www.flickr.com/photos/wakingtiger/3156792397/sizes/m/in/photostream/• http://www.flickr.com/photos/wakingtiger/3157623372/sizes/m/• http://www.flickr.com/photos/wakingtiger/3157622308/sizes/m/in/photostream/• http://www.flickr.com/photos/wakingtiger/3156792849/sizes/m/• http://rennellgarrett.com/wp-content/uploads/2010/03/storytelling.jpg
Shalabh PandeyChasingTheStorm.com
[email protected]: @shalabhpandey
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