forrester公司PPT（2007格式）.pptxVIP

The Interactive Brand Ecosystem:Putting Digital At The Heart Of Your Brand Campaigns;Source: History Channel ();The World Wide Web was created in 1993;Since then, the way we communicate has changed;The content business has been turned upside down;How we sell physical goods has changed as well ;How we build brands hasn’t changed much;Most companies still create a 30-second spot and try to coordinate other channels;Brand marketers simply don’t spend much online;Interactive marketing is ready to lead your brand;;The Internet has the scale to rival any other channel;The Internet has the depth to beat any other channel;The Internet is more trusted than any other channel;The Internet offers us new ways to tell stories;;The way we build brands must evolve from this...;...To this;First, engage your users with an interactive core;Five reasons owned media – not social media – should be the center of your brand ecosystem;Second, intelligently distribute your big idea in social and mobile media;Third, reach a broad audience with paid media;Make the three layers work together;Smirnoff built an interactive brand ecosystem for its Global Nightlife Exchange campaign;Smirnoff developed rich plans for each layer;All the layers of the ecosystem worked together;;Most organizations still treat interactive marketing as a separate discipline;And most don’t have sufficient resources either;And that means it’s hard to coordinate marketing programs across channels;To put interactive at the heart of your brand, distribute interactive skills through your organization;Interactive-led marketing programs require more from agency partners;They require agencies to work together in new ways;And they increase the importance of your customer insights and market research teams;Summary;Thank you