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Thriving at the intersection of digital and traditional marketing
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Ivan Hernandez
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Presentation given during the CMO Congress organized on April 25th, 2012 in Sopot, Poland
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Thriving at the intersection of digital and traditional marketing
1.
Painting by: Joseph
Wood
2.
ivan
3.
digital
traditional
4.
5.
6.
“If you don’t
like change, you are going to like irrelevance even less” General (Ret.) Eric Shinseki
7.
8.
WTF is “digital”?
9.
“Digital is not
a medium. It is the era we are in” Greg Johnson, Global Creative Director, Hewlett Packard
10.
it’s not about
“new marketing” or “new media” … it’s about marketing in a digitally enabled world
11.
12.
“There is no
such thing as an offline business. Every company must have a digital strategy to be succesful” Aaron Shapiro, CEO HUGE
13.
14.
Source: Aaron Shapiro
15.
users vs customers
16.
“If you are
not thinking about users, you’ll soon be out of business” Aaron Shapiro, CEO HUGE
17.
anyone who interacts
with a company Users = through digital media and technology Source: Aaron Shapiro
18.
Source: Google
19.
20.
Source: Google
21.
campaigns vs platforms
22.
campaign based-thinking
23.
Photo by: Jacob
Joaquin
24.
25.
silence between campaigns
26.
platform based-thinking
27.
28.
29.
build narration,
earn attention start earlier act longer paid, owned, earned media 29
30.
“creatives” vs “digitals”
31.
“traditional” vs “interactive”
32.
“creatives” / “traditional”
digital as “just another channel”
33.
“digitals” / “interactive” lacking
the appreciation for what it takes to “tell a story”
34.
35.
“creatives”
storytelling messages systematic “digitals” platforms design
36.
37.
cultural adjustment
38.
everybody
39.
40.
“If you focus
on results, you will never change, if you focus on change, you will get results” Jack Dixon
41.
42.
revolution
43.
60% proven
30% proving 10% testing new models
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
why is this relevant
to you?
54.
Source: Aaron Shapiro
55.
56.
57.
add value!
58.
59.
Ivan Hernandez Digital Strategy
and Development Officer, Grey Group www.greygroup.pl ivan.hernandez@greygroup.pl twitter.com/IvanHernandez_ linkedin.com/in/ivanhernandez slideshare.net/ivanohernandez ivanhernandezonline.wordpress.com
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