Shifting the Conversation: From Digital to Interactive
- 1. SHIFTING THE CONVERSATION, FROM DIGITAL TO INTERACTIVE MARKETING November 2013
- 2. OBJECTIVES 1 2 UNCOVER OPPORTUNITY TO ELEVATE MARKETING EFFORTS THROUGH A MORE INTERACTIVE APPROACH 3 2 DISCUSS SHIFT FROM DIGITAL TO INTERACTIVE MARKETING OUTLINE GO-FORWARD PLAN
- 3. LET’S START WITH “WHY?” 3
- 4. WHEN YOU MET YOUR SIGNIFICANT OTHER, DID THEY ASK YOU TO MARRY THEM DURING YOUR FIRST INTERACTION? 4
- 5. WHEN YOU MET YOUR SIGNIFICANT OTHER, DID THEY ASK YOU TO MARRY THEM DURING YOUR FIRST INTERACTION? WITH MORE OPPORTUNITIES TO INTERACT THROUGH DIGITAL AND SOCIAL, MARKETING HAS BECOME A LONGER SERIES OF INTERACTIONS. 5
- 6. WHEN YOU MET YOUR SIGNIFICANT OTHER, DID THEY ASK YOU TO MARRY THEM DURING YOUR FIRST INTERACTION? WITH MORE OPPORTUNITIES TO INTERACT THROUGH DIGITAL AND SOCIAL, MARKETING HAS BECOME A LONGER SERIES OF INTERACTIONS. AS MARKETERS, WE MUST BE MORE COGNIZANT OF THE MESSAGES AND CHANNELS WE USE TO COMMUNICATE MARKETING MESSAGES IN THESE NEW CHANNELS. 6
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- 11. LET’S DEFINE: DIGITAL MARKETING “DIGITAL MARKETING IS MARKETING THAT MAKES USE OF ELECTRONIC DEVICES SUCH AS COMPUTERS, TABLETS, SMARTPHONES, CELLPHONES, DIGITAL BILLBOARDS, AND GAME CONSOLES TO ENGAGE WITH CONSUMERS AND OTHER BUSINESS PARTNERS.” Journal of Advertising Research, 43 (3), 293-300
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- 13. LET’S DEFINE: INTERACTIVE MARKETING “INTERACTIVE MARKETING REFERS TO THE EVOLVING TREND IN MARKETING WHEREBY MARKETING HAS MOVED FROM A TRANSACTION-BASED EFFORT TO A CONVERSATION.” "The Future of Interactive Marketing." Harvard Business Review 74, no. 6
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- 15. DIGITAL MARKETING IS A TACTIC DIGITAL MARKETING IS A KEY COMPONENT TO INTERACTIVE MARKETING AS IT PROVIDES MANY TOUCH POINTS FOR INTERACTION, BUT – INTERACTIVE MARKETING IS AN OPPORTUNITY INTERACTIVE MARKETING IS MORE ABOUT CAREFULLY CRAFTED, AND COMMUNICATED MESSAGES THAN INDIVIDUAL TACTICS. 15
- 16. MOVING FROM “DIGITAL” TO “INTERACTIVE” 16
- 17. 1 THE DECISION MAKING CONTINUUM 17
- 18. 1 THE DECISION MAKING CONTINUUM 2 TACTIC AND MESSAGE ALIGNMENT 18
- 19. 1 THE DECISION MAKING CONTINUUM 2 TACTIC AND MESSAGE ALIGNMENT 3 INTERACTION PLANNING 19
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- 22. PROPER TACTIC AND MESSAGE ALIGNMENT DMC Focus Tactic Example Verb Example Awareness Outdoor Learn… Education Website Download… Action Coupon Redeem… Conversion In-Store Register… Retention Email Remember… Advocacy Social Tell… 22
- 23. PROPER TACTIC AND MESSAGE ALIGNMENT DMC Focus Tactic Example Verb Example Awareness Outdoor Learn… Education Website Download… Action Coupon Redeem… Conversion In-Store Register… Retention Email Remember… Advocacy Social Tell… 23
- 24. PROPER TACTIC AND MESSAGE ALIGNMENT DMC Focus Tactic Example Verb Example Awareness Outdoor Learn… Education Website Download… Action Coupon Redeem… Conversion In-Store Register… Retention Email Remember… Advocacy Social Tell… 24
- 25. PROPER TACTIC AND MESSAGE ALIGNMENT DMC Focus Tactic Example Verb Example Awareness Outdoor Learn… Education Website Download… Action Coupon Redeem… Conversion In-Store Register… Retention Email Remember… Advocacy Social Tell… 25
- 26. PROPER TACTIC AND MESSAGE ALIGNMENT DMC Focus Tactic Example Verb Example Awareness Outdoor Learn… Education Website Download… Action Coupon Redeem… Conversion In-Store Register… Retention Email Remember… Advocacy Social Tell… 26
- 27. PROPER TACTIC AND MESSAGE ALIGNMENT DMC Focus Tactic Example Verb Example Awareness Outdoor Learn… Education Website Download… Action Coupon Redeem… Conversion In-Store Register… Retention Email Remember… Advocacy Social Tell… 27
- 28. INTERACTION PLANNING MUST BE OMNIPRESENT TO ACCOUNT FOR PASS ALONG AND FOLLOW THROUGH AWARENESS TACTICS SHOULD BE FLIGHTED TO AVOID DESENSITIZATION COUNTER CAMPAIGNS SHOULD BE RUN FOR RETENTION AND ADVOCACY 28
- 29. INTERACTIVE PLANNING CALENDAR Jan Aw Ed Ac Co Re Ad 29 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Minimum of three, three month campaigns per product, service, or brand Dec
- 30. INTERACTIVE PLANNING CALENDAR Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Aw Minimum of three, three month campaigns per product, service, or brand Ed Continuous coverage via web, other tactical support as needed Ac Co Re Ad 30 Dec
- 31. INTERACTIVE PLANNING CALENDAR Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Aw Minimum of three, three month campaigns per product, service, or brand Ed Continuous coverage via web, other tactical support as needed Ac Continuous via PI registration; coupon or other conversion driver recommended Co Re Ad 31
- 32. INTERACTIVE PLANNING CALENDAR Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Aw Minimum of three, three month campaigns per product, service, or brand Ed Continuous coverage via web, other tactical support as needed Ac Continuous via PI registration; coupon or other conversion driver recommended Co Continuous via follow-up to sale, drive to retention Re Ad 32
- 33. INTERACTIVE PLANNING CALENDAR Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Aw Minimum of three, three month campaigns per product, service, or brand Ed Continuous coverage via web, other tactical support as needed Ac Continuous via PI registration; coupon or other conversion driver recommended Co Continuous via follow-up to sale, drive to retention Re Ongoing through email blasts, tell-a-friend messaging Ad 33
- 34. INTERACTIVE PLANNING CALENDAR Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Aw Minimum of three, three month campaigns per product, service, or brand Ed Continuous coverage via web, other tactical support as needed Ac Continuous via PI registration; coupon or other conversion driver recommended Co Continuous via follow-up to sale, drive to retention Re Ongoing through email blasts, tell-a-friend messaging Ad Continuous via social, extended through deeper engagement programs 34
- 35. INTERACTIVE PLANNING CALENDAR Jan Aw Ed Ac Co Re Ad 35 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 36. INTERACTIVE PLANNING CALENDAR Jan Aw Ed Ac Co Re Ad 36 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 37. INTERACTIVE PLANNING CALENDAR Jan Aw Ed Ac Co Re Ad 37 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 38. INTERACTIVE PLANNING CALENDAR Jan Aw Ed Ac Co Re Ad 38 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 39. INTERACTIVE PLANNING CALENDAR Jan Aw Ed Ac Co Re Ad 39 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 40. INTERACTIVE PLANNING CALENDAR Jan Aw Ed Ac Co Re Ad 40 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 41. INTERACTIVE PLANNING CALENDAR Jan Aw Ed Ac Co Re Ad 41 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 42. INTERACTIVE PLANNING CALENDAR Jan Aw Ed Ac Co Re Ad 42 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 43. OPPORTUNITIES REVIEW EXISTING PROGRAMS TO ENSURE MESSAGING IS INTERACTIVE PILOT INTERACTIVE PROGRAM TEST DIGITAL ONLY INTERACTIVE CAMPAIGN 43
- 44. CASE STUDIES 44
- 45. • The 3rd largest healthcare system in the country, servicing over 7 million people. • Needed to educate consumers on the large breadth and depth of its many healthcare offerings under one unified brand. • Prompted 8x the industry’s average interaction rate. 45
- 46. • SUNY Plattsburgh is a higher education institution located in upstate New York. • SUNY needed to translate real life college experience to digital channels in order to draw students’ attention and take action. • Fully interactive campaign including: Online banner display ads with a link to the website, website landing page sliders, Google search engine marketing, a Spongecell video unit, Pandora radio spots. • Campaign resulted in a 12% increase in applicants year over year 46
- 47. thank you! frank.obrien@convoagency.com 212.389.9782 917.583.4207 917.591.5479 convoagency.com 18 west 23rd st penthouse new york ny 10010 Any creative ideas, tactical strategy, recommendations or intellectual property contained herein remain the property of Conversation, LLC