Interactive Adv/PR
“The Internet can only do four things: Generate revenue Reduce costs Increase the quality of service Build the brand” Clifton Lind President & 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. Plain, HTML and Rich Databases Delivery (timing) Response rates (open, click-through, fwd) Integration with traditional Spam is not . 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 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 behaviors Sales related behaviors Post-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