Date post: | 29-Nov-2014 |
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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