Digital Convergence...Are You Ready?

Digital Convergence…Are
You Ready?

Warren Raisch
Executive Vice President
Digitaria Interactive
760-468-5018
wraisch@digitaria.com

Share Interactive Day, use #IDSD on

Top Three Messages!
  All Marketing is now Social!
  Mobile Devices are the new Marketing
Aggregation & Activation Points!
  To Survive & Thrive you must start and
maintain Conversations with your
customers across multiple channels &
Devices Social Activate Your
Marketing!
#IDSD
InteractiveDaySanDiego.com

Today All Media is Social Marketing

Social

#IDSD

What to Track?

Social
EMERGING METRICS

Friending
Followers
Tweets & re-tweets
Influencers
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Essential Attributes for a CMO to be Successful

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Level of Importance of Select Marketing Tactics to
Achieve Company growth

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Level of Importance of Select Marketing Tactics to Achieve
Company growth

#IDSD

Cross-Marketing Shifts

#IDSD

Cross Marketing Shifts

#IDSD

Web Sites Still Top Priority!

#IDSD

Internet Impacts Entire Buying
Cycle!

#IDSD

Top Acquisition Strategies that will impact Cross-
Channel Buying Behavior

•  Search
–  Consumers Research before Buying
•  Display
–  Brand Building and calls to action
•  Mobile Apps & Marketing
–  Apps ad Utility and or Entertainment that builds brand
–  Mobile Marketing adds targeted, contextual outreach and location based
calls to action.
•  Social Marketing
–  Build Trust
–  Build Community
–  Empower Influencers
–  Promote Positive Ratings & reviews

#IDSD

2010 Top Priorities

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Acquisition is Critical!

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Search is a critical component

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Invisible Children Case Study

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Integrated Mindset

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Customer Loyalty Across
Channels

#IDSD

Online drivers of offline sales

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Invisible Children “I Got Soul” Video
#IDSD

The Cross-Channel Results
•  InvisibleChildren.com Case Study
•  Cross-channel Marketing for a Cause
•  Mobile (SMS Texting Campaign)
•  Social (Facebook)
•  Website (Video, Storytelling, Schools for Schools Program)
•  Live Events
•  First Campaign generated approx. 250,000 mobile phone
number list
•  80,000 students participated in the first SMS - text to participate
live events around the U.S.
•  Generated $1 million in donations in the first 90 days, over $10
million today and growing…
•  Check out Invisiblechildren.com

What Channel to Invest In?

#IDSD

Emerging Channels

#IDSD

We Use to call it Media Mix
now it’s Cross Channel

#IDSD

It’s the Mix that Converts!

#IDSD

Two Important Developments
•  A Move From a “Production Model” to a
“Customer Model” Build & then sell to
Listen and then build.
•  The Number of Channels has multiplied
as well as the Database technologies
and personalization capabilities.

#IDSD

Two Critical Multi-Channel
Marketing

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Cross-Channel Strategies
•  Develop Measurable Scoring Techniques
•  Start with the most measurable then add more
channels
•  Encourage Customers to Add Profitable Channels-
Cross-channel increases revenue
•  Don’t let channels get into a Silo speak in a unified
voice.
•  Be active in channels where your customers already
spend time

#IDSD

Measurable Channels

#IDSD

THE MOBILE OPPORTUNITY

#IDSD

Media Channel Effectiveness

Forrester predicts that Social Media
Will be the most effective Channel
By 2011 followed by Search, Mobile
And Online Video with a mix of some
traditional (Direct Mail & Radio)
Depending on your target audience
Demo.

#IDSD

Consumer Research Mode

According to Jupiter Research –
8 out of the top 10 resources used to
research a purchase before buying
are on the web, with your company
web site being the leading starting point.

#IDSD

24X7 Cross-Channel Mobile
Devices
•  Today no matter what
channel you are engaged
with a Mobile device is there
with you 24X7.
•  Mobile is becoming the
ultimate Channel
Aggregation point!
•  Mobile Activate every
channel you have and start
the conversation!

#IDSD

Mobile is Mainstream and a “Necessity” for many

Mobile Represents the opportunity to redefine direct Marketing!

When you think Mobile don’t just think Phone – Mobile is a Multi-
functional Device!

#IDSD

Mobile Marketing is Different From Web Marketing

Key Mobile Activities By Age Group

Texting is Cross-Generational but high in Teens

The Texting Generation
•  75 billion text messages are
sent each month, and teens
13 to 17 are the biggest
texters of all. They average
2,272 text messages a month,
according to the Nielsen
company—that’s almost 77
messages a day. So what is
the impact on our kids? Kids
Communicate Through Texts
•  Texting is the #2 use of
cellphones—after checking
the time Kids send billions of
texts every year—and it’s
increasing

Mobile Phones Are Replacing Home Land Lines

Mobile is a Natural for Social

Leading Social Platforms Go Mobile

The Future of Retail
•  Future Retail Shopping Demo
•  Future Store Demo
•  Future Store – Annimation Demo

#IDSD

Apple iAd vs. Google Ad Mob
Model
•  The “Traditional” thinking of advertising on Mobile has been to take the Online
Display –Banner metaphor and transfer it to the smaller screen mobile format.
Where you display and Ad, click the ad and be taken out of your mobile
experience and delivered to a WAP enabled Web Page with more content.
Google is in the process of acquiring AdMob which is the largest Mobile Ad
Network operating under this model.

Warren Raisch | 760-468-5018 |eMai:
wraisch@gmail.com | Blog:
ThinkConversation.com

Apple iAd vs. Google Ad Mob
Model
•  Apple launched iAd which is a totally different concept which starts from the
foundation of over a billion Mobile Apps downloaded with App developers
looking for a way to monetize the app download phenomenon.
•  With Apple iAd technology the Mobile App developers can build into their apps
mobile advertising that is a part of the application and can delvier ad,
entertainment, news, utilities, web services into the app staying contextual and
never leaving the App experience!

Mobile Ad Samples AdMob
and iAD
•  AdMob Mobile Ad Highlights
•  Steve Jobs iAD Introduction & Sample
Mobile Ad - Disney

#IDSD

So What Kind of Promotions can go Mobile?

Ad Mob Announces Free
Mobile Analytics Tool !

#IDSD

Digitaria - ABC - Mobile APP Example for SoapNet App

Digitaria – NBC Mobile App Examples: Top Chef App

Digitaria - Best Western Mobile App - App Development Example

Warren Raisch | 760-468-5018 |eMai: wraisch@gmail.com | Blog: ThinkConversation.com

JC Penny Mobile SMS Campaign Example

All Marketing is Social

#IDSD

What Channels You Trust?

#IDSD

Most Effective Communication

#IDSD

Who’s Doing Social
Marketing?

#IDSD

#IDSD

What to Measure?

#IDSD

Track Your Brand

#IDSD

Track Your Industry

#IDSD

Track Competitors

#IDSD

What to Say?

#IDSD

Track Engagement

#IDSD

Cross-Channel Market Trends

#IDSD

Business Challenges

#IDSD

Developing a Common Key

#IDSD

Bringing it all Together

#IDSD

Segmentation is Key

#IDSD

Optimize All Touch Points

#IDSD

What is the value of Social
Media?

#IDSD

Generational Differences

#IDSD

Impact of Social

#IDSD

Social – Where to Engage

#IDSD

Measuring Cross Channel

#IDSD

The Measurement Challenge!

#IDSD

Which Campaign Get’s the
Credit ?

#IDSD

ANALYSIS & OPTIMIZATION
MULTI-CHANNEL ANALYSIS provides insight in to how each
digital tactic contributes throughout the sales funnel, and
ultimately shows us where our best ROI and ROAS is coming
from .

Expert analysts can take data from
multiple sources and provide an
actionable scorecard for executives.
(also may include social data)

DIGITARIA INC CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED

Social Monitoring Tools

#IDSD

Where to Find Measurable ROI online?

#IDSD

Conversion is King !

#IDSD

Where is the traffic coming from?

#IDSD

Where to Invest in Cross-
Channel Marketing

#IDSD

Cross-Channel Measurement

#IDSD

Cross Channel Lifecycle
Marketing

#IDSD

Online use to emulate offline
now the trends have shifted…

#IDSD

Online influences Offline

#IDSD

Measuring Customers over
Time

#IDSD

With Analytics You Can Measure Customer Behavior,
Value of Transactions and Product Preference By
Channel

#IDSD

Cross-Channel Analysis Tells
The Holistic Story

#IDSD

Measuring Cross-Channels

#IDSD

Cross-Channel Segmentation

#IDSD

Multi-Channel Analytics
Solutions

#IDSD

Best Buy Case Study

#IDSD

SUMMARY
  All Marketing is now Social!
  Mobile Devices are the new Marketing
Aggregation & Activation Points!
  To Survive & Thrive you must start and
maintain Conversations with your
customers across multiple channels &
Devices Social Activate Your
Marketing!
#IDSD

THANK YOU
Warren Raisch
Executive Vice President
Digitaria Interactive
M: 760-468-5018
E: wraisch@digitaria.com

#IDSD

Digital Convergence...Are You Ready?

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