The New Marketing Mix: Integrating Digital into Traditional (and vice versa)
Rebecca Lieb, Analyst
Altimeter Group
@lieblink
Zero In On Your Target
• Shifting emphasis from broadcast and print to digital requires organizational change
• Digital offers more effective audience targeting
• Better targeting = Less waste in media buys
Extend the Life of Campaigns
• Digital content can evolve and deepen the impact of an offline campaign
• Repurpose traditional media content in digital channels
• Bigger impact online for far less cost
Shifting the Media Balance
• Social media listening and monitoring can shape content strategy
• Earned media is gaining importance on par with paid and owned
• What you do on- and offline must connect, compliment and support each channel