MEDIA INTEGRATION: ONE VOICE, ONE CUSTOMER
Leading industry experts discuss a holistic approach to managing all media assets (earned, paid and user generated content) to create engaging customer experiences.

Moderator: Chance Parker, J.D. Power and Associates WIRED Division
Panelist: Dave Latham, Jumpstart, Angie Sherrell, Gulf States Marketing, Larry Bruce, Reynolds and Reynolds/AIMDATA, Cary Tilds, Mindshare, Mike Cassidy, Undertone Networks.

• Think conversations, not campaigns
• Listen and get involved where necessary
• Find Super Users and give them the tools to engage
• The things we’re doing (from a marketing standpoint) is what we’ve always done, accept it’s faster.
• It’s tough for dealers to really make sense of all of the marketing mediums.
• Establish your value message, embrace and engage in technologies, and invoke transparency and trust in all channels
• Take advantage of social media. For example, use Twitter to search for customer needs that you can serve (e.g., A service facility searching twitter for consumers who tweet about their car being broke down).
• Everything for a dealer is about conversion. Most dealers don’t have an adequate email database.
• Mobile ads are intrusive. Let customer indicate how they want to communicate in this way.
• Get the basics down, have a good website and put key info upfront.
• The world is complicated as we are dealing with old and new technologies.
• Focus on the consumer’s actions (What are they doing) and words (what are they saying in social media) which will provide Insight.

RICH MEDIA GETS THEIR ATTENTION
Top Rich Media providers showcased success stories, and discussed immediate opportunities to entertain and engage customers. Each panelist started with a few case studies of effective use of Rich Media.

Moderator: Chris Marshall, J.D. Power and Associates
Panelist: Sarah Ripmaster, Pointroll, Dean Donald, Eyeblaster, Peter Crofut, Doubleclick/Google, and Paul Aaron, Crispin Porter + Bogusky.

Point Roll: Ford ads that were on Yahoo bring the website to the consumer. Consumers have the ability to customize and engage with the ad driving them to visit the website.

Doubleclick/Google: Publishers are willing to go outside of the spec norm. In an NFL Madden ad, the Football player comes out of ad and breaks through. This generated several tweets about the game and conversation widened.

Eyeblaster: VW campaign searched consumers’ tweets on Twitter and then chooses which vehicle would best fit them. This increased conversation on twitter and VW Facebook fans increased.

The panelist then entered into discussion over some key topic areas:

How does rich media enhance the customer experience?

• Click through rate and interaction rate is greater with rich media.
• Rich media keeps consumers engaged.
• The agencies challenge is to take rich media content and make it relevant, intuitive and easy for the consumer.

What is Rich Media?

• Rich media allows for more conversation.
• Advertising is very intrusive by nature. It’s important to make it engaging.
• The branding potential using Rich Media is greater than TV.
• Rich media is making sure you have the right message for the right audience.
• Rich media has the power of relevancy and can change on the fly.

What about Measurement?

• We can track their actions and activities on an ad.
• For other mediums, there is not ways to track success (e.g. billboards).
• We can track how much time did the consumer spend with the ad, did they search, and did they go to the website?