interactive adv/pr. “the internet can only do four things: generate revenue reduce costs increase...
TRANSCRIPT
Interactive Adv/PR
“The Internet can only do four things:
• Generate revenue
• Reduce costs
• Increase the quality of service
• Build the brand”
Clifton LindPresident & CEO
Outline
5 Cornerstones
4 Categories +
2 Key words
1 Visual Device
5 Cornerstones
1. Content
2. Behaviors
3. Measurement
4. Analysis
5. Identity
Cornerstones
1. Content
Message, information or art
Form
Function
Fulfillment
Cornerstones
2. Behaviors
Communication
Business
Upstream within the company - strategy
Downstream in the audience - results
Integrated with four traditional media
Cornerstones
3. Measurement
Direct measurement of comm. behaviors
Direct measurement of business behavior
Reported behaviors
Digital footprints
Legacy footprints
Cornerstones
4. Analysis
Response Rate
ROI
LTV (Lifetime Value)
Test, Analyze & Learn (repeat)
“Accountability”
Cornerstones
5. Identity
Derived from behaviors - online & offline
Cumulative, therefore it varies over time
Valuation becomes explicit
Basis for “negotiated communications”
(your destination)
4 Categories +
Display
Search Marketing
WebPR
+ Metrics, aka Research
Category
1. Display Advertising - dimensions
Height
Width
Depth (file size)
Interactivity
Category
2. E-Mail
Plain, HTML and Rich
Databases
Delivery (timing)
Response rates (open, click-through, fwd)
Integration with traditional
Spam is not e-mail. Spam is illegal.
Category
3. Search Engine Marketing (SEM/SEO)
Site optimization
Results ranking & placement (natural & paid)
Keywords & key phrases
Ad words (text ads) on-site & affiliate sites
Relevancy (popularity)
Category
4. WebPR
Editorial mentions
Viral
Reciprocity
Provided Content
Sponsorships
Category
+ Metrics, aka Research
Underpins everything digital
Newest part
Most complex
Most powerful
Category
+ Metrics
Log File Analysis
Proprietary Surveys
Public
Syndicated
Sales & Business Process
2 Words
Measured behaviors
Word
Measured...
Technology traffic research - log files
Primary, proprietary audience research
Publicly available research
Syndicated media tools - traditional & digital
Sales analysis - BE, margin, cost-of-sales, RFM
Word
behaviors
New types of communication behaviors
New types of business behaviors
Impacted by traditional media
Digital footprints, including legacy footprints
Value placed on different behaviors
Stop
Do I have to know everything?
No, things change too quickly.
No, you’ll get dizzy if you try.
Instead:
Know what to know.
Be selective, then dig in.
1 Visual Device
To get organized, visualize a cube.
There are 3 dimensions in play at all times.
1 Visual Device
Business
Communication
Technology
1 Visual Device
Not in that order
Not equally weighted
Importance will evolve over your career
First 10 Years =
Technology - Communication - Business
Next 10 Years =
Technology - Business - Communication
Next 50 Years =
Communication - Business - Technology
Internet Implications
Communications Evolution
Personal - before printing & electricity
Mass - print, film, radio, & television
Interactive - digital explosion
Negotiated - once the audience wakes up
Bigger Implications
Digital Media
Digital Media
think differently
possess a wider technical skill set
use different tools
focused on results & accountability
recognize client-side business processes
Digital Media
One-at-a-time vs. mass delivery
More salesperson than message carrier
Effectiveness vs. Efficiency
Plan, buy, run & assess is the new media cycle
Testing goes from slow-and-dull to real-time
Digital Media
More opportunities to be hoodwinked
New “experts” who often say “No”
Technical smoke & mirrors
Industry still dominated by technologists
Small budgets:
2005 = 2.3%2006 = 5.6%AdAge Fact Pack
Digital Media
“Did it run?” & “Did it run right?” is no longer the end of the media audit
Client back-end process suddenly becomes critical to your success
Audience behaviors drive media decisions
Communication behaviorsSales related behaviorsPost-sale behaviors
Digital Media
Communication theory must be re-inspected
“Media integration” has a new meaning:
Creative - early, intimate involvement
Upstream - earlier in the client’s business
Downstream - deeper measurement process
Swirling - integrated with print, film, radio, & television
(plus video games, cell phones & short-range broadcasts)
What is DM?
Display
Search Marketing
WebPR
+ Metrics
Welcome aboard