1. Interactive Adv/PR

3. “The Internet can only do four things: Generate revenue Reduce costs Increase the quality of service Build the brand” Clifton Lind President & CEO

4. Outline 5 Cornerstones 4 Categories + 2 Key words 1 Visual Device

5. 5 Cornerstones 1. Content 2. Behaviors 3. Measurement 4. Analysis 5. Identity

6. Cornerstones 1. Content Message, information or art Form Function Fulfillment

7. Cornerstones 2. Behaviors Communication Business Upstream within the company - strategy Downstream in the audience - results Integrated with four traditional media

8. Cornerstones 3. Measurement Direct measurement of comm. behaviors Direct measurement of business behavior Reported behaviors Digital footprints Legacy footprints

9. Cornerstones 4. Analysis Response Rate ROI LTV (Lifetime Value) Test, Analyze & Learn (repeat) “Accountability”

10. Cornerstones 5. Identity Derived from behaviors - online & offline Cumulative, therefore it varies over time Valuation becomes explicit Basis for “negotiated communications” (your destination)

12. 4 Categories + Display E-mail Search Marketing WebPR + Metrics, aka Research

13. Category 1. Display Advertising - dimensions Height Width Depth (file size) Interactivity

14. 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.

15. 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)

16. Category 4. WebPR Editorial mentions Viral Reciprocity Provided Content Sponsorships

17. Category + Metrics, aka Research Underpins everything digital Newest part Most complex Most powerful

18. Category + Metrics Log File Analysis Proprietary Surveys Public Syndicated Sales & Business Process

20. 2 Words Measured behaviors

21. 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

22. 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

23. 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.

24. 1 Visual Device To get organized, visualize a cube. There are 3 dimensions in play at all times.

26. 1 Visual Device Business Communication Technology

27. 1 Visual Device Not in that order Not equally weighted Importance will evolve over your career

28. First 10 Years = Technology - Communication - Business Next 10 Years = Technology - Business - Communication Next 50 Years = Communication - Business - Technology Internet Implications

29. Communications Evolution Personal - before printing & electricity Mass - print, film, radio, & television Interactive - digital explosion Negotiated - once the audience wakes up Bigger Implications

30. Digital Media think differently possess a wider technical skill set use different tools focused on results & accountability recognize client-side business processes

31. 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

32. 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

33. 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

34. 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)

35. What is DM? Display E-mail Search Marketing WebPR + Metrics

36. Welcome aboard