Thriving at the intersection of digital and traditional marketing
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Painting by: Joseph Wood
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Transcript of 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
twitter.com/IvanHernandez_
linkedin.com/in/ivanhernandez
slideshare.net/ivanohernandez
ivanhernandezonline.wordpress.com
