Digital Media & Conversational Marketing

Posted • July 23, 2009 • Comments Off

The Power of “AND”
Integrating digital media & conversational marketing into the marketing landscape

Katherine Durham
HP
(Post from Search Engine Optimizician.)
Digital trends and the new media landscape.
Marketing never really changes.
“if content is king, context is queen”

Spending even more time online
consumer spends 40% of their time online Advertising spend = 5%

Mobility is extremely powerful.
Whole books are being written on a mobile phone.

77% of Americans have viewed a video the last month.
Viral video power is with the older generation.

Credibility REVIEWS are on top of the list.
Negative reviews can convert at a higher rate than Positive.

The mix does matter…

How can marketing help solve particular problems?

HP Success Factors

• Maximize online to in-store integration
• Integrate social media
• Commit
• Experiment

Maximize cross-chammel shopping opportunities

Social Media Examples

Everyone want to have a say

• Listening… is good
• Talking… is good
• Sharing… is good
• Caring… is good

Trust
Context
Ideas

HP started targeting the top bloggers

• Gave them stuff
• More stuff for their community
• Inviting them to events

Viewer created ads – put them on their site but there was nothing for the viewers to come back to.
HP just recently started a Facebook page

It really is about an “AND”
Use all the tools emerging and traditional

Late,
Gary Pool

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