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The impact of digital publishing on advertising

Ihab Salha
Ihab Salha

My Keynote presentation for Adobe Digital Publishing Forum in 2012 as the Managing Partner of Drumbeat Marketing Management

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THE IMPACT OF DIGITAL PUBLISHING ON ADVERTISING
Consumers are beginning in a very real sense to own our brands and participate in their creation... We need to begin to learn to let go. A.G. La鍖ey, CEO & Chairman, Procter & Gamble WE NEED TO BEGIN TO LEARN TO LET GO?
DONT TAKE IT LITERALLY Let go means to accept the fact, and not 鍖ght over the ownership of the brand.
WHAT DIFFERENCE DOES IT MAKE? Its the same difference between talking to your employees and talking to the owner of the company
OUR CHILDREN WILL NEVER KNOW THE RELATION BETWEEN THE TWO.
Wait for a success story, then try to catch up Wait until it becomes the new standard Most of the time we end up doing it the cheapest way and say it doesn't work INVE$T? WHAT ARE YOUR FEARS?
PUTTING NUMBERS TO TESTYes, here you can't make up numbers anymore. But don't let this scare you 1234 5678 9012 3456 78 You wont be the only one measuring the success of the campaign The media agency and the client have their own measuring tools plugged into their digital ad If you start now, your numbers won't look so bad really soon. Make the people want it!
Make People Want it! THE RED BULLETIN
BUTDon't just make a digital copy! Make it look great Make it engaging Add Action DIGITAL PUBLISHING COULD BE THE BEST THING THAT EVER HAPPENED TO ADVERTISING
WHATS IN IT FOR THE ADVERTISERS? TOUCHPOI NT Broaden Your Reach (Demographic Expansion) Converse, Interact and Action Link, Update and Keep it Alive
MEASURE! How many people 鍖ipped to it? How much time they have spent on it? Did they interact with it? Did they like it? Did they sign up for the newsletter, did they register, did they download, did the buy, pre-order?
Don't just make a digital copy. MAKE IT ENGAGING!
Don't just make a digital copy. MAKE A TOUCH
Don't just make a digital copy. MAKE IT INTERACTIVE
Don't just make a digital copy. ADD MULTIMEDIA!
Don't just make a digital copy. MAKE IT LOOK GREAT!
1967 Pink Floyd released their 鍖rst single 1969 President Nixon visits West-Berlin 1974 People Magazine Begins sales 1992 Tiger Woods, 16, becomes youngest PGA golfer in 35 years 1998 Apple discontinues Newton computer ... TODAY IN HISTORY
THANK YOU!

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The impact of digital publishing on advertising

  • 1. THE IMPACT OF DIGITAL PUBLISHING ON ADVERTISING
  • 2. Consumers are beginning in a very real sense to own our brands and participate in their creation... We need to begin to learn to let go. A.G. La鍖ey, CEO & Chairman, Procter & Gamble WE NEED TO BEGIN TO LEARN TO LET GO?
  • 3. DONT TAKE IT LITERALLY Let go means to accept the fact, and not 鍖ght over the ownership of the brand.
  • 4. WHAT DIFFERENCE DOES IT MAKE? Its the same difference between talking to your employees and talking to the owner of the company
  • 5. OUR CHILDREN WILL NEVER KNOW THE RELATION BETWEEN THE TWO.
  • 6. Wait for a success story, then try to catch up Wait until it becomes the new standard Most of the time we end up doing it the cheapest way and say it doesn't work INVE$T? WHAT ARE YOUR FEARS?
  • 7. PUTTING NUMBERS TO TESTYes, here you can't make up numbers anymore. But don't let this scare you 1234 5678 9012 3456 78 You wont be the only one measuring the success of the campaign The media agency and the client have their own measuring tools plugged into their digital ad If you start now, your numbers won't look so bad really soon. Make the people want it!
  • 8. Make People Want it! THE RED BULLETIN
  • 9. BUTDon't just make a digital copy! Make it look great Make it engaging Add Action DIGITAL PUBLISHING COULD BE THE BEST THING THAT EVER HAPPENED TO ADVERTISING
  • 10. WHATS IN IT FOR THE ADVERTISERS? TOUCHPOI NT Broaden Your Reach (Demographic Expansion) Converse, Interact and Action Link, Update and Keep it Alive
  • 11. MEASURE! How many people 鍖ipped to it? How much time they have spent on it? Did they interact with it? Did they like it? Did they sign up for the newsletter, did they register, did they download, did the buy, pre-order?
  • 12. Don't just make a digital copy. MAKE IT ENGAGING!
  • 13. Don't just make a digital copy. MAKE A TOUCH
  • 14. Don't just make a digital copy. MAKE IT INTERACTIVE
  • 15. Don't just make a digital copy. ADD MULTIMEDIA!
  • 16. Don't just make a digital copy. MAKE IT LOOK GREAT!
  • 17. 1967 Pink Floyd released their 鍖rst single 1969 President Nixon visits West-Berlin 1974 People Magazine Begins sales 1992 Tiger Woods, 16, becomes youngest PGA golfer in 35 years 1998 Apple discontinues Newton computer ... TODAY IN HISTORY