Conversation explains the shift in the digital marketing landscape from it's new traditional agency experience - includes research, statistics, and case studies.

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

7. 7

8. 8

9. 9

10. 10

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

12. 12

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

14. 14

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

20. 20

21. 21
Digital Tactics

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
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