PDF VERSION - FOR CLEAN FORMATTING This presentation covers thoughts on "new media and digital connectivity" within comprehensive marketing strategy. It's a historical presentation to members of the energy and utility sector..updated with a few minor edits on 8.25.09. The presentation was given as a bookend piece to Geoff Livingston's (of The Buzz Bin) presentation on social media. Includes Nike + and BMW case studies.

1. contextual marketing!
& the digital landscape!
7.8.2008 new media webcast!

2. objective
• discuss the changing marketing landscape
• give a big picture view of why these changes are happening
• thoughts how we might work differently
• best-case consumer brand examples
2

3. first. the big picture.
3

4. rethinking the
usual marketing conventions
the “science” of marketing is in the midst of being
deconstructed. so we need to unbundle the way we think
about talking to customers, building marketing plans.
4

5. integrating siloed!
marketing activity
5

6. making the !
marketing parts!
work together as one.
6

7. with a new digital focus.
interactivity as the power behind your communicative brand.
7

8. click
banner
website
through
ad
a new definition of interactive.
8

9. “constructed”
“organic”
ads - direct social media
pr - events
word-of-mouth
co-op - sponsorships
grassroots
customer service
advocacy
for hybrid marketing solutions
digital as the connective platform, “the hub”!
that brings your marketing plans together.
9

10. first step:!
rewiring the way we think.
10

11. traditional!
marketing!
approach
mass
broadcast
blast
11

12. historical!
media!
behaviors
attentive!
engaged
12

13. historical!
media!
behaviors
simple!
captive
13

14. media behaviors now
media ads as a single content and messaging
product.
as an experience.

15. renaissance ideas,!
best in class examples
15

16. Case 1:!
BMW
16

17. Branded Content
17

18. Product Engagement
18

19. Traditional Print

20. Target Media +
Branded Media
20

21. Contextual!
Placement
21

22. Small Space Print
22

23. Online Ads
23
Source: 2008 Alexa

24. Campaign Microsite
24

25. Social Network Interaction
25

26. Customer Recognition
26

27. Case 2:!
Nike+
27

28. Microsite Hub
28

29. Likeminded!
Brand Partners
29

30. Branded Product Extensions
30

31. Branded Product Extensions
31

32. Content!
Integration
32

33. Social Tools
33

34. Influencer Engagement
34

35. Blog
35

36. Email !
Events
36

37. new solutions
37

38. Brands being genuinely
useful to their customers,
employees, suppliers and
the people they touch.”!
38

39. using interactive !
communication “hubs”
“constructed”
“organic”
ads - direct social media
pr – events
word-of-mouth
co-op - sponsorships
grassroots
customer service
advocacy
39

40. conversational campaigns
doing more than advertising, creating value both
big and small to give people reason to care, and
reason to commune with your brand.
40

41. across customer lifecycle
41

42. letting people play
42

43. from siloed branding

44. to contextual storytelling

45. thank you!

46. andy hunter
reebootstrategy.com!
email | info@reebootstrategy.com!
twitter | andyhunter!
blog | experiencefreak.com!
sms | 50500 reeboot