digital disruption: marketing, technology & the future

Digital Disruption | The Circuit | 04.15.11Digital Disruption | The Circuit | 04.15.11

Technology’s Impact on Marketing’s FutureTechnology’s Impact on Marketing’s Future

Digital Disruption

» No Channels

» Paid, Owned & Earned Media

» Marketing Mash-Up• Print, Radio, OOH, TV, Mobile• What’s Real, What’s Shiny?

» Case Study: smarTouch

» Content is King

Please Turn Phones On

» #Circuit @TheCircuit_

» @empowermm

» Or Jim Price - @cincinnatijim

» Or Kevin Dugan - @prblog

nochannels.com

» Digital is no longer a channel, it’s threading through all channels

• Print, Radio, OOH, TV, Mobile

• Paid, Owned, Earned Media

» Rapid State of Media Convergence

» Content – in Context

Paid, Earned, Owned Media

Paid, Owned, Earned Media

Paid, Owned, Earned Media

» Social Media can be:• Paid: A brand’s Facebook Ad

• Owned: Content a brand creates for its Facebook Fan Page

• Earned: Consumer Comments on a Brand’s Facebook Wall

• Social = Engagement ≠ Broadcast

Marketing Mash-Up

Print Media Mash-Up

Print Media Mash-Up»QR Code Content Helps Drive Purchase,

Takes Print to Mobile to In-Store

Radio

OOH Media Mash-Up

TV Mash-Up

TV Mash-Up: NetfliXbox

Social TV

Going Off the Grid is Easy

TV Apps

Mobile

Commerce on Consumer’s Terms

Marketing Mash-Up

» What’s Shiny, What’s Real?

Case Study: smarTouch

smarTouch

smarTouch

Content is King

» Create content that takes advantage of each medium:• Mobile utility, connect print & online to in-store• TV & multi-screen experiences• OOH – digital ads…anywhere• Print – across any device• Radio – still very relevant• Offline experiences.

Content is King

» Broader definition of content:• Comments, Tweets, Consumer-Generated.

» Broader definition of publishing:• Syndication• Sharing• User traffic as curation – most viewed.

Content is King

» Consider Co-Creation

Q&A

» Thank You!

» Find us online:@empowermmempowermm.comnochannels.com

@cincinnatijim@prblog