integrating digital channels for campaign success
DESCRIPTION
Integrating Digital Channels for campaign success Inceasingly there is an awareness that, just like with traditional media, digital channels should be combined for maximum effectiveness.TRANSCRIPT
HELLO!MY NAME IS EMMA…
FOR CAMPAIGN SUCCESSINTEGRATING DIGITAL CHANNELS
NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT WERE CREATED BY PANCENTRIC. I FOUND SOME OF THEM ON THE INTERNET. SOME OF THE CAMPAIGNS ARE FULLY INTEGRATED WITH ON AND OFFLINE CHANNELS. I WILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PRESENTATION. MY OPINION IS MY OWN AND DOES NOT REFLECT THAT OF PANCENTRIC DIGITAL.. I REALLY LIKE DIGITAL MARKETING.
DISCLAIMER
EX #1
EX #1
EX #2
Coca colaIsrael
EX #3
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EX #4
EX #4
INTEGRATION?!WHY AM I TALKING ABOUT
“We need to have an engaging hook and a real point of difference. A full 360 digital campaign is required”
“We are looking for a digital agency with experience in integrated digital campaigns to develop & implement a brand communication strategy for us”
“Develop concepts and creative across various media and integrate across all nominated channels ”
CONVERGENCE
DON’T JUST TAKE MYBUT…
WORD FOR IT!
Using our both email and social together results in an increase of up to 28% in open rates
The impact of running a campaign across multiple platforms tends to result in higher overall sales and a superior ROI
WPP
Multichannel campaigns are better at driving effectiveness than single channel activity. 78% of cases with three channels demonstrate hard business effects IPA/Smart Insights
5% - 40% of all branded search traffic is driven by upstream media
WHAT WE MEAN BY INTEGRATION
LET’S JUST CHECK
INTEGRATION
• Advertising-led integration - channels unified around a common creative idea / ‘matching luggage’ approach
• Brand idea-led ‘orchestration’ - unified around a shared brand concept or need state platform, often built around core brand values of the organisation.
• Participation led ‘orchestration’ –create a common dialogue or conversation
IPA
HOW DO WE INTEGRATE?WHERE DO WE START?
SO…
TIP #1 THE BIG IDEA
STRATEGY OR TACTICS?HANG ON A SEC…
AUDIENCE PARTICIPATION PLEASE!
STRATEGY OR TACTIC?
TACTIC
STRATEGY OR TACTIC?
STRATEGY
Cut over-excessive prestige from prices, offering quality and comfort more economically
STRATEGY OR TACTIC?
STRATEGY
The Man Your Man Could Smell Like
TIP #2 INSIGHT
• Start with the customer–Where do customers want to engage
with us–When do they want to engage with us– How can we make it easy to engage
with us
• Where and when are they online and how can we be there too!
TIP #3 CHANNEL MIX
TIP #4 MESSAGING
TIP #5 KNOW YOUR BRAND
• Guidelines• Purpose• Objectives• Tone of Voice
TIP #6 SET KPIS
• Two types:– Campaign level KPIs– Channel level KPIs
• Create a report that shows THE BIG PICTURE
TIP #7 TRACK/REPORT
• Elevate your tracking expectations from where they are now
• Share MI between disciplines and media
• Use info to make smarter marketing and business decisions
• Think about channel attribution
TIP #8 LEGAL
Make sure your legal department is up to date with technology
And if they are not, then help them out so they can understand how often antiquated rules apply in the New World.
TIP #9 REMEMBER OFFLINE
Remember what?!
DOING IT?WHY AREN’T WE ALL
27%ORGANISATIONAL STRUCTURE
CURRENT TECHNOLOGY
23%
WORKING WITH MULTIPLE AGENCIES/SPECIALISTS
22%
LACK OF CROSS-CHANNEL EXPERTISE
20%
ALL OF THE ABOVE!
19%
EMARKETEER.COM
HERE’S A SUMMARYWHAT HAVE I BEEN SAYING?
SUMMARY• Have a big idea• Use insight• Choose your channel mix• Think about your messaging• Be true to your brand• Be clear about your KPIs• Track• Legal• Offline
QUESTIONS PLEASE!THANK YOU