More Related Content Similar to Cross-Platform Advertising (20) Cross-Platform Advertising2. Owned, Earned & Paid Media Models: Defined
Owned Earned Paid
Collateral & Direct Public Relations Print Advertising
Response
Word-of-Mouth Advertising Networks
Web, Mobile & Tablet
Speaking Engagements Paid Search
Blog & Video Content
Awards, Recognition Affiliate
Social Media Channels
Search Engine Co-Op & Advertorials
Email/SMS & Lists Optimization
Sponsorships
Location Marketing Social Distribution
Specials & Coupons
Custom Apps Customer Support
Outdoor & Trade Shows
Intellectual Property Buzz/Viral/Mass Opinion
Intelligence
Campaign Measurement • Social Reporting • Reputation Management • Segmentation &
Predictive Modeling • UI/UX Testing • Optimization • Progressive Refinement
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
3. Cross-Channel Is (most often) A Paid Channel
• Print Advertising
• Advertising Networks
• Paid Search
• Affiliate Advertising
• Co-Op & Advertorials
• Sponsorships
• Specials & Coupons
• Outdoor & Trade Shows
STARMARK.COM
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
4. Are You Connected Across The Right Platforms?
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
5. Are You Connected Across The Right Platforms?
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
8. Status Quo
2000
600
ads/day
logos/day
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
9. So Much Better?
Businesses with 40+ different landing pages/offers generate
10X more leads than those with five or fewer landing pages,
and those with 200 or more total blog posts generate 3.5X
more leads than those whose blogs have 20 or fewer posts.
Econsultancy
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
10. Transmedia
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
11. Transmedia: Storytelling
SOCIAL/ MOBILE/
TRADITIONAL
ONLINE REAL WORLD
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
12. Transmedia
Story Architecture
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
13. Defining The Story Arch
PREP PRE DURING POST RETAIN
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
14. Defining The Story Arch
MONTH MONTH MONTH MONTH MONTH MONTH MONTH
STORY ARCHITECTURE
PREP PRE DURING POST RETAIN
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
15. Defining The Story Arch
MONTH MONTH MONTH MONTH MONTH MONTH MONTH
Platforms &
Tactics
STORY ARCHITECTURE
PREP PRE DURING POST RETAIN
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
16. Defining The Story Arch
MONTH MONTH MONTH MONTH MONTH MONTH MONTH
STORY ARCHITECTURE
PREP PRE DURING POST RETAIN
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
17. Defining The Story Arch
MONTH MONTH MONTH MONTH MONTH MONTH MONTH
v2.
OPTIMIZE
STORY ARCHITECTURE
PREP PRE DURING POST RETAIN
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
18. Dwell Time Vs. Value
ALTERNATES
FACEBOOK
ADS
FACEBOOK MOBILE
GROUPS & TELEVISION/
POLLS COMMUNITIES PROMO ON-DEMAND
APPS TWITTER MULTI
CHANNEL
BROWSER-BASED/
GAMING APPLICATION
UGC
MOBILE
ADS
BLOG
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
19. Technology Vs. Usage Longevity
EVENT BASED TRANSIENT SOCIAL LIFESTYLE
TECHNOLOGY TECHNOLOGY TECHNOLOGY TECHNOLOGY
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
22. Key Takeaways
• Deploy tactics to a story, not retrofit a story around tactics
• Deploy your technologies progressively over a timeline – DON’T FRONT-LOAD!
• Make sure that all your chosen platforms are telling the story
• Gauge you budgeting on user expected user participation
• Extend your digital efforts into the real-world consumer path
• Optimize, optimize, optimize!
STARMARK.COM
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
23. Questions & Answers
For more see: Starmark.com & etips.starmark.com
Engagement: @justicemitchell
jmitchell@starmark.com
STARMARK.COM
STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED