Embed Size (px)
DESCRIPTION
Citation preview
Digital Marketing
It’s More than Just Marketing Suzanne EL-Moursi
Digital Strategist & Creative Director @suzelmoursi
First, who am I & why am I here • Interaction Designer by training (UX Design): Creative
Director today
• MS in Human Computer Interaction; emphasis in Social Anthropology
• I study how people live, work and play to find Digital Brand innovations
• I teach “this STUFF” @ Institute of Design (IIT) & DePaul University – Cinema & Digital Media
15+ years in Digital Focus on multi-lingual experiences Diehard Atari lover!
This presentation is about
Growing Relationships with Customers
Why am I presenting this
To emphasize the importance of Creativity
in Digital
My goal today is to explain..
• Why Digital Marketing is not really about Marketing
• Interactive is the current and future face of Marketing
• Multichannel Digital Strategy is the new “Marketing Mix”
Keep in mind these ideas….
• Digital Design for Engagement
• Making it Fun & Interactive
• Keep the Brand top of mind...LONGER
• Multichannel: Bridge the Physical & Digital Channels
Keep in mind these ideas….
• Digital to me means INTERACTIVE
• Digital does not ONLY mean Analytics, SEO, SEM, Social Media
Headline News
New technologies, fragmented media, and a new generation of empowered consumers are rapidly changing the world of advertising……
Headline News
We’re Spending Less Time Here..
-19% -33% -30%
Headline News
And More Time Here
Headline News
Media Fragmentation is increasing.
In 1971, the average person encountered approximately
500 ad messages a day…
Headline News
Today, that number is almost
5,000 making it harder to engage
consumers..
So What
Our challenge as Digital Strategist: “How can I engage with this customer base in way that brings them back for more?”
Headline News
“Interactivity increases
BRAND RECALL 63% MORE
THAN non interactive ads”
“INTERACTIVITY INCREASES
BRAND RECALL 63% MORE
THAN NON INTERACTIVE ADS”
Headline News“TELL ME AND
Tell Me and I‘ll forget; show me and I may remember; INVOLVE ME and I’ll understand.”
Headline News
Digital Customers are shifting from passive shoppers to active brand participants
Customer Loyalty Awareness Consideration Purchase
Customers Purchase of Products used to be more Linear Across Few Touch Points
Today it is an explosion of multiple touchpoints
Customer
Search
Social media
Mobile & Tablet
Phone
Tradeshows
Retail
Sponsorships
Web/interactive
TV & video
Word of mouth
Direct mail
Brands react: We’ve all been here!
Give me some of that!
& ultimately the
Brand
Social Engagement Higher Brand Engagement
This is the ecosystem of Digital Marketing Strategy
Contains interactive Elements; not human to human
Overlap of all 3 forms of engagement
Engagement occurs via Mobile device or location
Contains Social elements, human to human interactions
Digital Strategy has a role at each “mindset”
Digital Strategy has a role at each “mindset”
Best Digital Campaigns of
2011
http://www.droga5.com/#/casestudies/bingcs
Target Audience: Young People across the USA
CONCEPT: Placing each of the 320 pages of Jay Z’s book, Decode, in 600 unique traditional , non traditional and digital advertising Placements in 15 cities around the world RESULTS: 11 min per visit on the specific website 11.7% increase of visits to Bing per day $1.1 B worth of media impressions
MULTICHANNEL Online/offline doesn’t exist anymore, you should run a real multichannel campaign (≠multiple channels) to give people a chance to live an amazing experience.
Takeaway
http://www.youtube.com/watch?v=fGaVFRzTTP4
Target Audience: Korean Adults
CONCEPT: Allow people to shop with their phones. People should find TESCO Homeplus wherever they are without having to go to The brick and mortar store. Moreover they could make good use of the wasted times and enjoy their free time RESULTS: 76% increase of online members & 130% of online sales Homeplus became #1 in online grocery shopping & is a very close 2nd offline.
Takeaway
USE FREE TIME People don’t want to lose time and are trying to “gain” back what they can whenever they can. Even in Europe, people increasingly own smartphones and use it to connect.
http://www.agencymagma.com/
Target Audience: Young Digitally-connected NYCers
Takeaway TECHNOLOGY SHOULD ALWAYS BE USEFUL Marketers are sometimes nervous about or afraid of technology but nowadays, technology enables the possibility of amazing experiences.
http://www.youtube.com/watch?v=pBOajYbnk1s
Target Audience: Young Argentinians
CONCEPT : Create a game that uses the virality of Twitter & celebrities while people keeping guessing. RESULTS : 128% increase of their Twitter base 183% increase of Facebook fan base (2nd largest fan base in Latin america) 270% increase in sales to become the best selling smartphone in Argentina
PLAY WHERE YOUR USERS ARE People love to play. And they love to play a lot. Also, people that are active on Twitter are typically extra involved in social networks online and offline.
Takeaway
http://www.youtube.com/watch?v=1hU4I-xk4Wc
PLAY WHERE YOUR USERS ARE People love to play. And they love to play a lot. Also, people that are active on Twitter are typically extra involved in social networks online and offline.
Takeaway
