suzanne el-moursi - digital marketing

Digital Marketing

It’s More than Just Marketing Suzanne EL-Moursi

Digital Strategist & Creative Director @suzelmoursi

sue.elmoursi@gmail.com

First, who am I & why am I here • Interaction Designer by training (UX Design): Creative

Director today

• MS in Human Computer Interaction; emphasis in Social Anthropology

• I study how people live, work and play to find Digital Brand innovations

• I teach “this STUFF” @ Institute of Design (IIT) & DePaul University – Cinema & Digital Media

15+ years in Digital Focus on multi-lingual experiences Diehard Atari lover!

This presentation is about

Growing Relationships with Customers

Why am I presenting this

To emphasize the importance of Creativity

in Digital

My goal today is to explain..

• Why Digital Marketing is not really about Marketing

• Interactive is the current and future face of Marketing

• Multichannel Digital Strategy is the new “Marketing Mix”

Keep in mind these ideas….

• Digital Design for Engagement

• Making it Fun & Interactive

• Keep the Brand top of mind...LONGER

• Multichannel: Bridge the Physical & Digital Channels

Keep in mind these ideas….

• Digital to me means INTERACTIVE

• Digital does not ONLY mean Analytics, SEO, SEM, Social Media

Headline News

New technologies, fragmented media, and a new generation of empowered consumers are rapidly changing the world of advertising……

Headline News

We’re Spending Less Time Here..

-19% -33% -30%

Headline News

And More Time Here

Headline News

Media Fragmentation is increasing.

In 1971, the average person encountered approximately

500 ad messages a day…

Headline News

Today, that number is almost

5,000 making it harder to engage

consumers..

So What

Our challenge as Digital Strategist: “How can I engage with this customer base in way that brings them back for more?”

Headline News

“Interactivity increases

BRAND RECALL 63% MORE

THAN non interactive ads”

“INTERACTIVITY INCREASES

BRAND RECALL 63% MORE

THAN NON INTERACTIVE ADS”

Headline News“TELL ME AND

Tell Me and I‘ll forget; show me and I may remember; INVOLVE ME and I’ll understand.”

Headline News

Digital Customers are shifting from passive shoppers to active brand participants

Customer Loyalty Awareness Consideration Purchase

Customers Purchase of Products used to be more Linear Across Few Touch Points

Today it is an explosion of multiple touchpoints

Customer

Search

Social media

Mobile & Tablet

Phone

Tradeshows

Retail

Sponsorships

Web/interactive

TV & video

E-mail

Word of mouth

Direct mail

Brands react: We’ve all been here!

Give me some of that!

& ultimately the

Brand

Social Engagement Higher Brand Engagement

This is the ecosystem of Digital Marketing Strategy

Contains interactive Elements; not human to human

Overlap of all 3 forms of engagement

Engagement occurs via Mobile device or location

Contains Social elements, human to human interactions

Digital Strategy has a role at each “mindset”

Digital Strategy has a role at each “mindset”

Best Digital Campaigns of

2011

http://www.droga5.com/#/casestudies/bingcs

Target Audience: Young People across the USA

CONCEPT: Placing each of the 320 pages of Jay Z’s book, Decode, in 600 unique traditional , non traditional and digital advertising Placements in 15 cities around the world RESULTS: 11 min per visit on the specific website 11.7% increase of visits to Bing per day $1.1 B worth of media impressions

MULTICHANNEL Online/offline doesn’t exist anymore, you should run a real multichannel campaign (≠multiple channels) to give people a chance to live an amazing experience.

Takeaway

http://www.youtube.com/watch?v=fGaVFRzTTP4

Target Audience: Korean Adults

CONCEPT: Allow people to shop with their phones. People should find TESCO Homeplus wherever they are without having to go to The brick and mortar store. Moreover they could make good use of the wasted times and enjoy their free time RESULTS: 76% increase of online members & 130% of online sales Homeplus became #1 in online grocery shopping & is a very close 2nd offline.

Takeaway

USE FREE TIME People don’t want to lose time and are trying to “gain” back what they can whenever they can. Even in Europe, people increasingly own smartphones and use it to connect.

http://www.agencymagma.com/

Target Audience: Young Digitally-connected NYCers

Takeaway TECHNOLOGY SHOULD ALWAYS BE USEFUL Marketers are sometimes nervous about or afraid of technology but nowadays, technology enables the possibility of amazing experiences.

http://www.youtube.com/watch?v=pBOajYbnk1s

Target Audience: Young Argentinians

CONCEPT : Create a game that uses the virality of Twitter & celebrities while people keeping guessing. RESULTS : 128% increase of their Twitter base 183% increase of Facebook fan base (2nd largest fan base in Latin america) 270% increase in sales to become the best selling smartphone in Argentina

PLAY WHERE YOUR USERS ARE People love to play. And they love to play a lot. Also, people that are active on Twitter are typically extra involved in social networks online and offline.

Takeaway

http://www.youtube.com/watch?v=1hU4I-xk4Wc

PLAY WHERE YOUR USERS ARE People love to play. And they love to play a lot. Also, people that are active on Twitter are typically extra involved in social networks online and offline.

Takeaway

Thank You. Suzanne EL-Moursi

Digital Strategist & Creative Director @suzelmoursi

sue.elmoursi@gmail.com