Interactive Adv/PR

“The Internet can only do four things:

• Generate revenue

• Reduce costs

• Increase the quality of service

• Build the brand”

Clifton LindPresident & 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

E-mail

Search Marketing

WebPR

+ Metrics, aka Research

Category

1. Display Advertising - dimensions

Height

Width

Depth (file size)

Interactivity

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.

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

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 behaviorsSales related behaviorsPost-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

E-mail

Search Marketing

WebPR

+ Metrics

Welcome aboard