positioning digitalproperly

Mat Morrison

@mediaczar

http://mediaczar.com/blog

A little history...

AIDA

AIDA

AIDA

AwarenessInterestDesireAction

25-34!

£££

⤵⤵

How must we change?

Listen

Respond

In videos posted to YouTube and elsewhere this week, a Domino’s employee ... prepared sandwiches for delivery while putting cheese up his nose, nasal mucus on the sandwiches.

New York TimesApril 16, 2009

But what if your clients don’t want to do this?

Where do digital channels FIT?

JOINED-UP thinking

The INTEGRATION Triangle

“Real World”

DigitalChannels

TraditionalMedia

Use the relative strengths of each to compensate for the weaknesses of the others

Strength Always on/on demand

Customer managed relationships/interactive/self-service (feedback)

Messages can spread far and wide

Permanent, searchable multi-media records

Weakness Un-mediagenic

Less message control: everyone can have an opinion and a voice!

Cluttered, fragmented environment

Permanent, searchable multi-media records

Dig

ita

l C

ha

nn

els

Strength Broadest audience reach (still!)

High impact & highly-valued by audience

Established channels and best practice

Relatively high degree of message control

Weakness High requirements for story

Long lead times

Limited back channel

Fish & chip wrapper

Tra

dit

ion

al

Med

ia

Strength Highest impact

Mediagenic

High “talkability”

Established channels and best practice

Weakness Transient

Low reach

High cost of involvement

Rea

l W

orl

d

350 people on your campaign website is an abject failure...

But 350 people in a train station is a STORY

They are filming a commercial on our street today; it involves dropping 100,000 bouncy balls down the hill.

http://www.flickr.com/photos/saramorishige/28795874/

“Real World”

DigitalChannels

TraditionalMedia

SIMPLE RULE

Move audience from one corner to another

“Real World”

DigitalChannels

TraditionalMedia

Promote

“Real World”

DigitalChannels

TraditionalMedia

Rec

ruit

“Real World”

DigitalChannels

TraditionalMedia

Content

“Real World”

DigitalChannels

TraditionalMedia

Archive

tv coverage 168 mins

dailies 27

weeklies/monthlies 15

tv coverage 168 mins

dailies 27

weeklies/monthlies 15107 blog mentions

“Real World”

DigitalChannels

TraditionalMedia

Conte

nt

“Real World”

DigitalChannels

TraditionalMedia

plus :60 TVC2 weeks

“Real World”

DigitalChannels

TraditionalMedia

:60 TVCRadioCross-track/Outdoor

£2.6m

“Real World”

DigitalChannels

TraditionalMedia

Rec

ruit

“Real World”

DigitalChannels

TraditionalMedia

Content

“Real World”

DigitalChannels

TraditionalMedia

Archive

Reduce UK’s CO2 emissions by at least 80% by 2050

Include emissions from international SHIPPING and

AVIATION

“Real World”

DigitalChannels

TraditionalMedia

Rec

ruit

“Real World”

DigitalChannels

TraditionalMedia

Content

“Real World”

DigitalChannels

TraditionalMedia

Arc

hive

“Real World”

DigitalChannels

TraditionalMedia

classified ads & media releases

36,648 videos submitted

“Real World”

DigitalChannels

TraditionalMedia

Rec

ruit

16 shortlisted for “reality show”

“Real World”

DigitalChannels

TraditionalMedia

Content

BBC Documentary

1 caretaker chosen

“Real World”

DigitalChannels

TraditionalMedia

Con

tent

What do all these have in common?

“Real World”

DigitalChannels

TraditionalMedia

Where do digital channels FIT?

JOINED-UP thinking

350 people on your website is an abject FAILURE...

But 350 people in a train station is a STORY

SIMPLE RULE

Move from corner to corner