1. Digital Marketing
It’s More than Just Marketing
Suzanne EL-Moursi
Digital Strategist & Creative Director
@suzelmoursi
sue.elmoursi@gmail.com

2. First, who am I & why am I here
• Interaction Designer by training (UX Design): Creative
Director today
• MS in Human Computer Interaction; emphasis in
Social Anthropology
• I study how people live, work and play to find Digital
Brand innovations
• I teach “this STUFF” @ Institute of Design (IIT) &
DePaul University – Cinema & Digital Media
15+ years in Digital Focus on multi-lingual experiences Diehard Atari lover!

3. This presentation is about
Growing Relationships
with Customers

4. Why am I presenting this
To emphasize the
importance of Creativity
in Digital

5. My goal today is to explain..
• Why Digital Marketing is not really
about Marketing
• Interactive is the current and future
face of Marketing
• Multichannel Digital Strategy is the
new “Marketing Mix”

6. Keep in mind these ideas….
• Digital Design for Engagement
• Making it Fun & Interactive
• Keep the Brand top of mind...LONGER
• Multichannel: Bridge the Physical &
Digital Channels

7. Keep in mind these ideas….
• Digital to me means 
INTERACTIVE
• Digital does not ONLY mean 
Analytics, SEO, SEM, Social Media

8. Headline News
New technologies, fragmented
media, and a new generation of
empowered consumers are rapidly
changing the world of advertising……

9. Headline News
We’re Spending Less Time Here..
-19% -33% -30%

10. Headline News
And More Time Here

11. Headline News
Media Fragmentation is increasing.
In 1971, the average person
encountered approximately
500 ad messages a day…

12. Headline News
Today, that number is almost
5,000 making it harder to engage
consumers..

13. So What
Our challenge as Digital Strategist:
“How can I engage with this
customer base in way that brings
them back for more?”

14. Headline News
“Interactivity increases
BRAND RECALL 63% MORE
THAN non interactive ads”

15. “INTERACTIVITY INCREASES
Headline News“TELL ME AND
BRAND RECALL 63% MORE
Tell Me NON INTERACTIVE
THAN and I‘ll forget;
ADS”
show me and I may remember;
INVOLVE ME and I’ll
understand.”

16. Headline News
Digital Customers are shifting
from passive shoppers to active
brand participants

17. Customers Purchase of Products used to be more
Linear Across Few Touch Points
Awareness Consideration Purchase
Customer Loyalty

18. Today it is an explosion of multiple touchpoints
Search
Phone Retail
Sponsorships
Web/interactive
E-mail Customer
Social media
Direct mail
Tradeshows
Mobile & Tablet
TV & video
Word of mouth

19. Brands react: We’ve all been here!

20. Give me some of
that!

24. & ultimately the
Brand

27. Social Engagement 
Higher Brand Engagement

28. This is the ecosystem of Digital Marketing
Strategy
Contains
interactive
Elements; Contains
not human to human Social elements,
human to human
Overlap of all interactions
3 forms of
engagement
Engagement occurs
via
Mobile device or
location

29. Digital Strategy has a role at each “mindset”

30. Digital Strategy has a role at each “mindset”

31. Best Digital Campaigns of
2011

32. http://www.droga5.com/#/casestudies/bingcs
Target Audience: Young People across the USA

33. CONCEPT:
Placing each of the 320 pages of Jay Z’s book, Decode, in
600 unique traditional , non traditional and digital advertising
Placements in 15 cities around the world
RESULTS:
11 min per visit on the specific website
11.7% increase of visits to Bing per day
$1.1 B worth of media impressions

34. Takeaway
MULTICHANNEL
Online/offline doesn’t exist anymore, you should run
a real multichannel campaign (≠multiple channels)
to give people a chance to live an amazing
experience.

35. http://www.youtube.com/watch?v=fGaVFRzTTP4
Target Audience: Korean Adults

36. CONCEPT:
Allow people to shop with their phones. People should find
TESCO Homeplus wherever they are without having to go to
The brick and mortar store. Moreover they could make good
use of the wasted times and enjoy their free time
RESULTS:
76% increase of online members & 130% of online sales
Homeplus became #1 in online grocery shopping & is a very
close 2nd offline.

37. Takeaway
USE FREE TIME
People don’t want to lose time and are trying to
“gain” back what they can whenever they can.
Even in Europe, people increasingly own
smartphones and use it to connect.

38. http://www.agencymagma.com/
Target Audience: Young Digitally-connected NYCers

39. Takeaway
TECHNOLOGY SHOULD ALWAYS BE
USEFUL
Marketers are sometimes nervous about or afraid of
technology but nowadays, technology enables the
possibility of amazing experiences.

40. http://www.youtube.com/watch?v=pBOajYbnk1s
Target Audience: Young Argentinians

41. CONCEPT :
Create a game that uses the virality of Twitter & celebrities
while people keeping guessing.
RESULTS :
128% increase of their Twitter base
183% increase of Facebook fan base (2nd largest fan base in
Latin america)
270% increase in sales to become the best selling
smartphone in Argentina

42. Takeaway
PLAY WHERE YOUR USERS ARE
People love to play.
And they love to play a lot.
Also, people that are active on Twitter are typically
extra involved in social networks online and offline.

43. http://www.youtube.com/watch?v=1hU4I-xk4Wc

44. Takeaway
PLAY WHERE YOUR USERS ARE
People love to play.
And they love to play a lot.
Also, people that are active on Twitter are typically
extra involved in social networks online and offline.

45. Thank You.
Suzanne EL-Moursi
Digital Strategist & Creative Director
@suzelmoursi
sue.elmoursi@gmail.com