TURNING DIGITAL(SPOILER: THIS IS A GOOD THING)

How advertisers both gain and lose controlby

It’s 2016 and digital media should be anintegral part of your brand’s marketing mix.

In 2016, US industries willcollectively spend upwards

$65 billion in digital ads

But when looking at these stats in more details, only a fewindustries are taking part of these expenses:

Some industries are stilllate to turn to digital!

loosing control over your brand’s content isperceived as a risk.

marketing is print/offline/TV

purchasing advertising in magazines/expensivephotoshoots is the norm

Advertisers from these industries come from a world where:

With the digital shift the rules of the game are changing.

Marketers can both lose and gain control over their brand image.Here is how:

1. NECESSARY LOSS OF CONTROL

Marketers need to accept that they no longer have full control oftheir brands content and messaging.

1. NECESSARY LOSS OF CONTROL

Once your content is in thedigital space, consumer andinfluencers alike, have the

creative freedom to interact withthis content.

1. NECESSARY LOSS OF CONTROL

So while you lose control over yourbrand’s messaging and content to adegree, you are achieving a level ofcommunication and trust with yourconsumer that you have never had

before.

But influencers represent a trusted source, that breaks down thewall between brands and consumers.

User Generated Content isshareable, social, and potentially viral content that will beshared again and again by digital users across the web.

This ad is obviously notone that Victorinox

would ever create fortheir traditional

advertising campaign.

But again, it is socialcontent that is appealingto other digital users and

digital influencers.

2. A GAIN OF CONTROL

Webanalytics2. A GAIN OF CONTROL

WEBANALYTICS

The greatest asset of a strong digital advertising platform is probablythe data that accompanies it.

New tools have been created thatallow you to analyse conversations

around your brand and yourmarketing strategy’s impact in a

more clear and concise way.

Webanalytics2. A GAIN OF CONTROL

WEBANALYTICS

These digital tools offer better overviews of your marketingstrategy impact by tracking and reporting real-time results on 3

essential aspects:

Before people visityour website: withconcrete metrics tomeasure PR reach,impressions and

benefits.

Directly on yourwebsite: digital tools

provide you withprecise quantitative

stats

The impact on yourbusiness: unlike traditional

forms of measurements,these digital metrics can

directly affect your business’bottom line.

Webanalytics2. A GAIN OF CONTROL

SOCIAL LISTENING

Social listening allows you to monitor exactly what consumers aresaying about your brand. You will be able to know exactly what

resonates with them and what they’re looking for.

Digital offers brands the opportunity toknow where, why, and when a

consumer is purchasing or using one'sbrand, but also to see what yourconsumer was saying about your

brand. Digital allows you, as a brand, tohave a virtual test market.

WebanalyticsSO...

Advertising as we know it has changed forever.

Some companies need to learn to give up little control togain lots of control on what actually matters.

In an extremely competitive marketplace these salesgenerated from your digital media could be the difference

that separates you from your competition.

Thank you

If you are planning a content marketing campaign, we’d love to help!

UpfluenceRunway SF 1355 market

street,San Francisco, CA,

94114,USA

www.upfluence.comContact: Kevin Creusy

kevin.creusy@upfluence.com+1 415 366 0167