how traditional advertising complements digital

HOW TRADITIONAL ADVERTISINGCOMPLEMENTS DIGITALPRESENTER: JAKE FINKELSTEIN (@TUNDRO)FOUNDER/PRESIDENT, METHOD SAVVYWWW.METHODSAVVY.COM

JUNE 14, 2012

http://WWW.METHODSAVVY.COM

http://WWW.METHODSAVVY.COM

BUSINESS OBJECTIVE

METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305

TRADITIONAL APPROACH


THAT’S EXPENSIVE& INEFFICIENT


DIGITAL APPROACH


ONLINE ADVERTISING


0

3750

7500

11250

15000

2006 2007 2008 2009 2010 2011

7909

9993

1151010900

12127

14941

AVERAGING OF 22.3% GROWTH PER YEAR

* http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-092811

http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-092811


ADVERTISING ATTENTION SPAN


2000

12 seconds 8 seconds

2012

* http://www.quezmedia.com/blog/Attention-Span-and-Advertising-Infographic



THE AVERAGE PERSON SEES ROUGHLY


ADS PER DAY.

5,000* http://www.nytimes.com/2007/01/15/business/media/15everywhere.html

http://www.nytimes.com/2007/01/15/business/media/15everywhere.html


THAT’S


EVERY MINUTE WE’RE AWAKE.5 - 7

* http://www.nytimes.com/2007/01/15/business/media/15everywhere.html




ADS ARE NEVER IN VIEW TO A USER38%* http://www.behind-the-enemy-lines.com/2012/03/50-of-ads-are-never-seen.html

ONLINE ADVERTISING

ARE IN VIEW FOR LESS THAN 0.5 SECONDS50%

http://www.behind-the-enemy-lines.com/2012/03/50-of-ads-are-never-seen.html

http://www.behind-the-enemy-lines.com/2012/03/50-of-ads-are-never-seen.html


Discoverability Credibility

Timeliness

ACTION


REACH FREQUENCY RELEVANCY

INTEGRATED MARKETING- ... [a] customer centric, data driven method of communicating... that maximizes impact... at minimal cost. [Wikipedia.org]



1 + 1 = 3INTEGRATED MARKETING


TV ADS DRIVE SEARCH VOLUME* http://searchengineland.com/does-tv-advertising-help-search-marketing-performance-51623

http://searchengineland.com/does-tv-advertising-help-search-marketing-performance-51623

http://searchengineland.com/does-tv-advertising-help-search-marketing-performance-51623


BRANDED EMAILS PERFORM BETTER* http://www.singleentrypoint.com/branded-email-marketing.aspx

0

1.25

2.5

3.75

5

Business-To-Consumer Business-To-Business

Branded Non-Branded

4.8

3.5

+27%4.5

3.9

+14%

Clic

k-Th

roug

h Ra

te

http://www.singleentrypoint.com/branded-email-marketing.aspx

http://www.singleentrypoint.com/branded-email-marketing.aspx


AUDIENCE MEDIA CONSUMPTION* http://www.nei.nih.gov/nehep/research/target_population_profiles_communcation_channels_media_usage.pdf

http://www.nei.nih.gov/nehep/research/target_population_profiles_communcation_channels_media_usage.pdf

http://www.nei.nih.gov/nehep/research/target_population_profiles_communcation_channels_media_usage.pdf


• Increase trust and authority

• Extend reach and frequency

• Greater brand awareness

VALUE OF TRADITIONAL + DIGITAL


INTEGRATED MARKETING EXAMPLES


ENTERTAINMENT: THE MUPPETS

GOAL:

SHORT-TERM BOX OFFICE REVENUE



FACEBOOK MOBILE GOOGLE+



OUT OF HOME TELEVISION PRINT



(2011) - $158,431,237(1999) - $23,323,612


RETAIL: DOLLAR TREE

GOAL:

INCREASE IN-STORE & E-COMMERCE REVENUE


RETAIL: DOLLAR TREE

TELEVISION PRINT POINT OF PURCHASE


RETAIL: DOLLAR TREE

EMAIL SOCIAL MOBILE


RETAIL: DOLLAR TREE

Increased purchase frequency

70% More Spent Per Purchase


B2B: DATAFLUX

GOAL:

INCREASE LEAD VOLUME & CONVERSION RATES


B2B: DATAFLUX

PUBLIC RELATIONS PRINT TRADE SHOWS


B2B: DATAFLUX

EMAIL RETARGETING PAY PER CLICK


B2B: DATAFLUX

INCREASE IN LEAD VOLUME

BETTER QUALITY LEADS


A BIG IDEAUNDERSTANDING OF YOUR AUDIENCE RELEVANT CONTENT

INVESTMENT IN AN INTEGRATED MEDIA MIX

WHAT IT TAKES TO SUCCEED

ANALYTICS

THANK YOU!!!JAKE FINKELSTEIN919-627-1305JAKE@METHODSAVVY.COMWWW.METHODSAVVY.COMTWITTER: @TUNDRO

DEVIN KELLEY, DIR. CLIENT SERVICES919-904-4018DEVIN@METHODSAVVY.COMWWW.METHODSAVVY.COMTWITTER: @DEVINPK10

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