My Keynote presentation for Adobe Digital Publishing Forum in 2012 as the Managing Partner of Drumbeat Marketing Management

1. THE IMPACT OF DIGITAL
PUBLISHING ON
ADVERTISING

2. “Consumers are beginning in a very real sense to
own our brands and participate in their creation...
We need to begin to learn to let go.”
A.G. Lafley, CEO & Chairman, Procter & Gamble
WE NEED TO
BEGIN TO LEARN
TO LET GO?

3. DON’T TAKE IT
LITERALLY
Let go means to accept the fact, and not fight
over the ownership of the brand.

4. WHAT DIFFERENCE
DOES IT MAKE?
It’s the same difference between talking to your
employees and talking to the owner of the
company

5. OUR CHILDREN WILL
NEVER KNOW THE
RELATION BETWEEN THE
TWO.

6. Wait for a success story, then try to catch up
Wait until it becomes the new standard
Most of the time we end up doing it the cheapest way and say it doesn't work
INVE$T?
WHAT ARE YOUR
FEARS?

7. PUTTING
NUMBERS
TO TESTYes, here you can't make up numbers anymore.
But don't let this scare you
1234
5678
9012
3456
78
You won’t be the only one
measuring the success of the
campaign
The media agency and the
client have their own measuring
tools plugged into their digital
ad
If you start now, your numbers
won't look so bad really soon.
Make the people want it!

8. Make People Want it!
THE RED BULLETIN

9. BUTDon't just make a digital copy!
Make it look great
Make it engaging
Add Action
DIGITAL PUBLISHING
COULD BE THE BEST
THING THAT EVER
HAPPENED TO
ADVERTISING

10. WHAT’S IN IT FOR
THE ADVERTISERS?
TOUCHPOI
NT
Broaden Your Reach (Demographic Expansion)
Converse, Interact and Action
Link, Update and Keep it Alive

11. MEASURE!
How many people flipped to it? How much time they have spent on it?
Did they interact with it?
Did they like it?
Did they sign up for the newsletter, did they register,
did they download, did the buy, pre-order?

12. Don't just make a digital copy.
MAKE IT ENGAGING!

13. Don't just make a digital copy.
MAKE A TOUCH

14. Don't just make a digital copy.
MAKE IT INTERACTIVE

15. Don't just make a digital copy.
ADD MULTIMEDIA!

16. Don't just make a digital copy.
MAKE IT LOOK GREAT!

17. 1967 Pink Floyd released their first single
1969 President Nixon visits West-Berlin
1974 People Magazine Begins sales
1992 Tiger Woods, 16, becomes youngest
PGA golfer in 35 years
1998 Apple discontinues Newton computer
...
TODAY IN
HISTORY

18. THANK
YOU!