thriving at the intersection of digital and traditional marketing

Painting by: Joseph Wood

ivan

digital traditional

“If you don’t like change, you

are going to like irrelevance

even less”

General (Ret.) Eric Shinseki

WTF is

“digital”?

“Digital is not a medium. It is

the era we are in” Greg Johnson, Global Creative Director,

Hewlett Packard

it’s not about “new marketing” or “new media” …

it’s about marketing in a digitally enabled world

“There is no such thing as an

offline business. Every

company must have a digital

strategy to be succesful”

Aaron Shapiro, CEO

HUGE

Source: Aaron Shapiro

users vs customers

“If you are not thinking about

users, you’ll soon be out of

business”

Aaron Shapiro, CEO

HUGE

anyone who interacts with a company through digital media and technology Users =

Source: Aaron Shapiro

Source: Google

Source: Google

campaigns vs platforms

campaign

based-thinking

Photo by: Jacob Joaquin

silence between campaigns

platform

based-thinking

29

start earlier act longer

paid, owned, earned media

build narration,

earn attention

“creatives” vs “digitals”

“traditional” vs “interactive”

“creatives” / “traditional”

digital as

“just another channel”

“digitals” / “interactive”

lacking the appreciation for

what it takes to “tell a story”

storytelling

systematic

design

messages

platforms

“creatives”

“digitals”

cultural

adjustment

everybody

“If you focus on results, you

will never change, if you

focus on change, you will get

results”

Jack Dixon

revolution

60% proven

30% proving

10% testing new models

why is this

relevant to you?

Source: Aaron Shapiro

add

value!

Ivan Hernandez Digital Strategy and Development Officer, Grey Group

www.greygroup.pl

ivan.hernandez@greygroup.pl

twitter.com/IvanHernandez_

linkedin.com/in/ivanhernandez

slideshare.net/ivanohernandez

ivanhernandezonline.wordpress.com