Post on 10-May-2015
description
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Cross-Platform Advertising: Unlocking Your Story
isummit2012
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Hi.
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Owned, Earned & Paid Media Models: Defined
Owned Earned Paid
Collateral & Direct Response
Web, Mobile & Tablet
Blog & Video Content
Social Media Channels
Email/SMS & Lists
Location Marketing
Custom Apps
Intellectual Property
Public Relations
Word-of-Mouth
Speaking Engagements
Awards, Recognition
Search Engine Optimization
Social Distribution
Customer Support
Buzz/Viral/Mass Opinion
Print Advertising
Advertising Networks
Paid Search
Affiliate
Co-Op & Advertorials
Sponsorships
Specials & Coupons
Outdoor & Trade Shows
Campaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive Modeling • UI/UX Testing • Optimization • Progressive Refinement
Intelligence
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Cross-Channel Is (most often) A Paid Channel
• Print Advertising
• Advertising Networks
• Paid Search
• Affiliate Advertising
• Co-Op & Advertorials
• Sponsorships
• Specials & Coupons
• Outdoor & Trade Shows
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Are You Connected Across The Right Platforms?
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Are You Connected Across The Right Platforms?
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Media Digestion
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So Much Better?
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Status Quo
6002000
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Businesses with 40+ different landing pages/offers generate 10X more leads than those with five or fewer landing pages, and those with 200 or more total blog posts generate 3.5X more leads than those whose blogs have 20 or fewer posts.
Econsultancy
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Transmedia
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Transmedia: Storytelling
TRADITIONAL SOCIAL/ONLINE
MOBILE/REAL WORLD
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Transmedia
Story Architecture
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Defining The Story Arch
PREP PRE DURING POST RETAIN
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PREP PRE DURING POST RETAIN
STORY ARCHITECTURE
Defining The Story Arch
PREP PRE DURING POST RETAIN
MONTH MONTH MONTH MONTH MONTH MONTH MONTH
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PREP PRE DURING POST RETAIN
STORY ARCHITECTURE
Defining The Story Arch
PREP PRE DURING POST RETAIN
MONTH MONTH MONTH MONTH MONTH MONTH MONTH
Platforms &Tactics
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PREP PRE DURING POST RETAIN
STORY ARCHITECTURE
Defining The Story Arch
PREP PRE DURING POST RETAIN
MONTH MONTH MONTH MONTH MONTH MONTH MONTH
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PREP PRE DURING POST RETAIN
STORY ARCHITECTURE
Defining The Story Arch
MONTH MONTH MONTH MONTH MONTH MONTH MONTH
PREP PRE DURING POST RETAIN
STORY ARCHITECTURE
v2.
OPTIMIZE
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ALTERNATES
MOBILE
Dwell Time Vs. Value
FACEBOOKGROUPS &
COMMUNITIES
APPS
POLLS
BROWSER-BASED/APPLICATION
PROMO
MOBILEADS
ADS
MULTICHANNEL
GAMING
UGC
BLOG
TELEVISION/ON-DEMAND
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LIFESTYLETECHNOLOGY
Technology Vs. Usage Longevity
SOCIALTECHNOLOGY
TRANSIENTTECHNOLOGY
EVENT BASEDTECHNOLOGY
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Campaign Technology In Real-World Deployment
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Campaign Technology In Real-World Deployment
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Key Takeaways
• Deploy tactics to a story, not retrofit a story around tactics
• Deploy your technologies progressively over a timeline – DON’T FRONT-LOAD!
• Make sure that all your chosen platforms are telling the story
• Gauge you budgeting on user expected user participation
• Extend your digital efforts into the real-world consumer path
• Optimize, optimize, optimize!
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Questions & AnswersFor more see: justicemitchell.com
Engagement: @justicemitchelljusticemitchell@gmail.com