What is the glue that ties different digital marketing disciplines? How could you plan a digital marketing strategy (or marketing strategy) in a world besotted with the 'latest'. Can 'Engagement' as a concept glue everything together? What is engagement led integrated marketing and how is it beyond social media?
From Shalabh Pandey (htpp://chasingthestorm.com)
2. Display trumps TVControl Shift
Digital
Experts
(Many of us)
Déjà vu?
Old Spice ad
Burger King Ad
Best job in the world
Everything will be
mobile
Search trumps display
Organic trumps paid
search Email is dead
4. Emarketer.com; covario.com; http://dhdeans.blogspot.com/;
Reality check
SEO and Social Media
integration Top
priorities
Paid search
moves beyond
Search engines
(Facebook,
Twitter, LinkedIn)
10%-20% of PPC budgets
might move to Facebook in
2011
social and search interplay
8. Heard of Alexander
the Great?
Meet (probably) the
first social media
marketer
How about
Ashoka (the
Great)?
9. If you were an Emperor…
How
would you
change
the world?
10. This is a blog
(Sort of)
‘Stupa’ Stone carvings of Ashoka’s thoughts on Religious tolerance, animal welfare
and health reforms (250 BC)- distributed content across India for general publics
22. 2011 and beyond
More integration
Non-Line
Digital Brand Management
Interplay
‘Engagement
ties
everything
together
User at the
core (not
tools)
Shalabh / ChasingTheStorm.com
24. Rampant fragmentation
Search Engine
Instant Messenger
Email
Affiliate Programmes
Ad Networks/DSP Digital iTV
SMS/MMS
Apps
WAP
In-game advertising
Blogging
RSSContent
Information
More channels, More often, different ways,
different mix
Mobile
26. RT
If you are not confused by what is going
around-you are not in touch
-Tom Peters
27. (This is probably all you need)
Method in the madness
Discoverability
Engagement
If consumers are across multiple channels, ensure relevant presence across all
channels. Get your brand found.
Engagement. Not just be there. Do something relevant
Accountability
Insights. This tells you what exactly is ‘relevant’
Shalabh / ChasingTheStorm.com
33. Reality check
•Where are your
customers?
•What ticks them?
Do it wrong
quickly
•Fail fast and fail
cheap
•Test, Test and
test
Engagement is the glue that will bind it together
(Have an engagement strategy)
Plan
•Discoverability
•Engagement
•Accountability
Control has
shifted
•But there are
more
opportunities to
connect
•Deliver carefully
aligned marketing
messages across
channels
Shalabh / ChasingTheStorm.com
34. RT
Marketing takes a day to learn.
Unfortunately it takes a lifetime to master-
-Philip Kotler