These are the slides from a presentation I gave to the University of Toledo PRSSA members.

1. OPPORTUNITIES IN
MARKETING AND
COMMUNICATIONS
Monday, February 18, 13

2. TOPICS
• Introduction
• How We Got Here
• Computers, Connections, Conversations
• Digital Marketing & Communications Careers
• What are We Doing Today
• What You’ll be Doing
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

3. INTRODUCTION
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

4. MIKE OSSWALD
VP, Experience Innovation, Hanson Inc.
BBA Marketing, University of Toledo, 1991
MBA Marketing, University of Toledo, 1996
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

5. MIKE OSSWALD
VP, Experience Innovation, Hanson Inc.
BBA Marketing, University of Toledo, 1991
MBA Marketing, University of Toledo, 1996
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

6. I WORK AT HANSON INC.
• Hanson Inc. is 70-plus innovative thinkers, eager learners, insightful listeners, meticulous
workers and loyal partners. We are mothers and musicians. Artists, engineers and athletes.
• Headquartered in Maumee, Ohio, serving clients throughout the U.S., and around the world
• We began in 1991 in video production, since 1998 our focus is strategic digital marketing
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

7. DIGITAL AGENCY
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

8. We build relationships that
connect people to brands.
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

9. Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

10. OUR GUIDING PRINCIPLES
• Be Engaging in every experience
– We create an emotional connection through compelling
visual design, messaging and functionality
• Be Relevant to every audience
– We create logical organization and flow by understanding
and fulfilling audience intentions and desires
• Be Accountable to our measures of success
– We work to measure return on investment through planning around key
performance indicators, and connecting metrics across all channels
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

11. TRANSFORMATION OF
THE INDUSTRY
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

12. 1786-1880s*
1856 – Mathew Brady photographer, credited with the first
advertisement… it had a font distinct from the newspaper articles!
Advertising
First portrait of Lincoln was
taken by Mathew Brady in 1860
1850
*approximately
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

13. 1880s-1890s
Advertising
Creative
Design
1890
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

14. 1900s–1920s
Public
Advertising
Relations
Ivy Lee
Creative
Design Crisis
Communications
Lobbying
Publicity
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

15. 1920s-1990s
~1900s
Public
Advertising
Relations
Creative
Design
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

16. 1920s-1990s
~1900s
Public
Advertising
Relations
Creative
Selling
Design
~1950s
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

17. 1920s-1990s
~1900s ~1970s
Public
Advertising Marketing
Relations
Creative
Selling
Design
~1950s
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

18. 1993-1996
1996
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

19. 1996
The world always divides into two groups: those who eat breakfast and those who
don’t; those who watch ER every week and those who don’t; and now, those who think
that interactive media will change our lives forever and those who don’t.
Nov-Dec 1996
And for the last two groups, a sterile debate ensues.
One group tells us that there are 35 million users of the Internet, that the number
of Internet sites has risen from 27,000 to 110,000 in six months, and that The Future of
advertising on the Internet will reach $5 billion by the year 2000.
The other group says that access to the Web remains an issue, that the quality of
Interactive Marketing
most interactive content is poor, and that more people shop at Marks & Spencer in
a given week than have ever surfed the Web. by Martin Sorrell, Eric
Why is this such a sterile debate? Because for the vast majority of executives, who
Salama, Martin Levin, Frederick E.
need to decide on their priorities and allocate their resources now, it should not matter Webster, Jr., Dennis Carter, Patrick
who is right about the future of the Web. Nor should it matter if Netscape
Barwise, Stephan H. Haeckel, Reed
Communications Corporation is valued at $6 billion or 6 cents.
Hundt, Donna L. Hoffman, Thomas P.
The fact is that there is a reasonable chance that interactive media—including the
Web—could transform the way we build brands and communicate them to
Novak, and George S. Day
consumers. And that’s enough to go on. As George Fisher, CEO of Eastman Kodak
Company, said at a recent American Association of Advertising Agencies conference,
“We, quite frankly, can’t say it pays for itself in leads and additional business...[but]
on-line activity gives us a way to meet customer needs and desires [that is]
unparalleled since the days of the door-to-door salesman.”
Faced with the possibility that interactive media could transform our ability to build
brands and communicate with the consumer, executives and their corporations should
be experimenting and learning now. None of us can afford to wait or to buy the
necessary skills in five years’ time. We can’t afford to assume that the new media will be
unimportant.
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

20. 1999
95 Theses:
1. Markets are conversations.
2. Markets consist of human beings, not
demographic sectors.
3. Conversations among human beings sound
human. They are conducted in a human voice.
4. Whether delivering information, opinions,
perspectives, dissenting arguments or humorous
asides, the human voice is typically open, natural,
uncontrived.
5. People recognize each other as such from the sound
of this voice.
6. The Internet is enabling conversations among
human beings that were simply not possible in the
era of mass media.
7. Hyperlinks subvert hierarchy.
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

21. 2013: CONNECTED MARKETING ECOSYSTEM
Experiential
Local/Retail Television
Print
Mobile
Customers Out of Home
Public Relations
Social Engagement Online Channels
Product/Service Customer Service eCommerce
Development
Web Sites
Market
Research
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

22. COMPUTERS + CONNECTIONS
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

23. SIGNIFICANT TECHNOLOGY
2000 2005 2006 2007 2008 2009 2
Computers
netbooks
Computers EXPERIMENTATION laptops
appear
outsell
desktops
flash drives appear,
floppies disappear
speed increases
Kindle &
e-readers
Televisions EXPERIMENTATION
flat-screens
growth of DVD
Televisions talk of HDTV
talk of Digital TV
format wars
Other
Devices
EXPERIMENTATION
iPhone
digital storage
Other
format wars
Devices
iPods / MP3 Players
NEW devices
Monday, February 18, 13

24. SIGNIFICANT TECHNOLOGY
2005 2010 2011 2012 2013 2014
Computers
netbooks tablets
Computers laptops
appear
outsell
desktops
DVD drives disappear
Kindle &
e-readers
Televisions
flat-screens
Televisions
smart
televisions 3DTV
Other
Devices
smart-
iPhone phones
Other
Devices more
connected
devices
Monday, February 18, 13

25. SIGNIFICANT TECHNOLOGY
2000 2005 2006 2007 2008 2009 2
Mobile
Adoption 8.4% no landline 22.7%
Mobile mobile mins
38% 55% exceed 69% 91%
Adoption landlines
Broadband
4% 11% 25% 35% 50% 6
Broadband
74% dial-up 36% 7%
Social
Experiences/
Content
Richness
Social
Experiences/
Content
Richness
Monday, February 18, 13

26. SIGNIFICANT TECHNOLOGY
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Mobile
Adoption 8.4% no landline 22.7% 26.6% 31.6%
Mobile
69% 91% 94% 96%
Adoption
Broadband
35% 50% 65% 80%
Broadband
36% 7%
Social
Experiences/
Content
Richness
Social Social Everywhere
Experiences/
Location-Awareness
Content
Richness
Video Online Ubiquity
Monday, February 18, 13

27. NEW DEVICES… ALWAYS CONNECTED…
Most did not exist 2 years ago!
“Android Anxiety” – 12 phones in 2012
that all we’re the best when launched
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

28. (YOUR) CONTENT EVERYWHERE
Your own videos anywhere
Connected TV
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

29. WHAT ARE COMPUTERS? PHONES? TVS?
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

30. THIS YEAR EVERYTHING IS MATURING
Content will be consumed everywhere — where it naturally
makes sense — but sliced and served differently
Data is stored “in the cloud,” and shared on any device,
which are nearly always connected at high-speed
Mobile, pocket-sized devices augment our real-time
experience: accessing information, updating
status, communicating while out and about
Tablets are our computers for nearly
everything (always in our purses and bags),
The big screens let us wirelessly
share or collaborate with a group of people
when we are at home or work
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

31. JANUARY
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

32. JANUARY
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

33. JANUARY
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

34. TRANSFORMATION OF
OUR BUSINESSES
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

35. AREAS OF FOCUS
Public
Advertising Marketing
Relations
Creative
Selling
Design
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

36. AREAS OF FOCUS
Public
Advertising Marketing
Relations
Creative
Selling Branding
Design
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

37. AREAS OF FOCUS
Public
Advertising Marketing Technology
Relations
Creative
Selling Branding
Design
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

38. AREAS OF FOCUS
Advertising Public Marketing Technology
Relations
Selling
Creative Branding
Design
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

39. AREAS OF FOCUS
Public
Advertising Marketing Technology
Relations
Creative
Selling Branding
Design
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

40. AREAS OF FOCUS
Marketing
Public
Relations Technology
Advertising
Branding
Creative
Design
Selling
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

41. EVERY SHAPE AND SIZE
Freelancers/ Huge
Internal
Entrepreneurs/ Small Agencies Multinational Departments
Consultants Agencies
Video & B2B/ Media
Intranets Mobile
Entertainment Channel Buying
User Content Social
eCommerce
Testing Marketing Engagement
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

42. CAREER OPPORTUNITIES
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

43. Be yours
You’ll tur elf.
n out aw
Luc k y
es ome.
Numbers
4 6, 13, 18
, 11, 56,
37
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

44. DEPARTMENTS
Marketing /
Account Strategy / Engineering
Design
Service Communications
Client Contact This is You Graphic Designers Engineers
Project Management Interface Developers Developers
You? Programmers
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

45. DIGITAL MARKETING
=
EXPERIENCES
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

46. DIGITAL MARKETING
=
RELATIONSHIPS
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

47. IF YOU LIKE PSYCHOLOGY
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

48. IF YOU LIKE MATH
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

49. IF YOU LIKE DESIGN
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

50. IF YOU LIKE WRITING
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

51. IF YOU LIKE STRUCTURE
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

52. IF YOU LIKE ADVERTISING
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

53. IF YOU LIKE TECHNOLOGY
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

54. CLOSENESS TO THE “WORK”
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

55. CLOSENESS TO THE “WORK”
Mission / Vision / Promise
Goals
Strategy
Tactics
(Measurement)
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

56. CLOSENESS TO THE “WORK”
Mission / Vision / Promise
Goals
Strategy
Tactics
(Measurement)
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

57. CLOSENESS TO THE “WORK”
“Best Products”
Grow 10% in 2012
Redo Shopping Site
Project Checklist
(uses of checklist)
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

58. STRATEGY/MARKETING TITLE “MODIFIERS”
Managing Director of...
Director of...
Associate Director of...
Manager of...
Senior...
JOB ROLE(S)
Junior...
...Specialist
...Coordinator
...Planner
…Assistant
Intern
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

59. ROLES AND AREAS OF FOCUS
psych math design writing structure ads tech
Marketer / Strategist • • •
Researcher • • •
Information Architecture (IA) • • •
User Experience Designer (UX) • • •
Metrics/Analytics • • • •
Functional Architecture • • • •
Project Management • • •
Media / Advertising / Planning • • •
Content / Messaging • • • • •
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

60. WHAT WE’RE DOING TODAY
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

61. CONNECTED MARKETING ECOSYSTEM
Experiential
Local/Retail Television
Print
Mobile
Customers Out of Home
Public Relations
Social Engagement Online Channels
Product/Service Customer Service eCommerce
Development
Web Sites
Market
Research
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

62. CONNECTED MARKETING ECOSYSTEM
“CUSTOMER SERVICE IS THE NEW MARKETING”
Marc Benioff of Salesforce:
8 things companies need to consider:
1. Social
2. Touch
3. Local
4. Analysis
5. Identity
6. Ecosystems
7. Community
8. Cloud
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

63. CONNECTED MARKETING ECOSYSTEM
Joseph Tripodi, EVP, CMO of Coca-Cola:
“MARKETING & TECH NEED TO TALK”
Josh Silverman, president, US consumer services, American Express:
“IF YOU’RE GOING TO ASK FOR ATTENTION,
THE MESSAGE BETTER BE GOOD”
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

64. THE EXPERIENCE
MUST BE CONNECTED
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

65. THE CONSUMER
IS IN CONTROL
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

66. THE EXPERIENCE
MUST BE WORTH IT
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

67. CONNECTED CONTENT
STRATEGY AND EXECUTION
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

68. CONTENT STRATEGY
• How often do you introduce new products or services?
• What do you talk about the rest of the year?
• Content fuels everything — your website, PR releases, email,
all social activities and specifically with respect to SEO
“CONTENT IS THE NEW PRODUCT”
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

69. NEW CONCEPT: AGILE MARKETING
• Plan together: all stakeholders, agencies and partners
should share a common calendar
• Execute together: consistent conversations across
all channels and executions
• Be more customer focused and open to adapt
• Redistribute budgets as needed – content marketing is
everywhere
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

70. CONTENT STRATEGY
Manufacturers are the
New Publishers
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

71. CONTENT STRATEGY
Manufacturers are the
New Publishers
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

72. CONTENT STRATEGY
Manufacturers are the
New Publishers
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

73. CONTENT STRATEGY
Retailers are the
New Publishers
• Curate and package up
your content
• Provide richer image and
video assets
• Create brand stores
(skinned microsites) with
deeper content
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

74. CONTENT STRATEGY
Retailers are the
New Publishers
• Curate and package up
your content
• Provide richer image and
video assets
• Create brand stores
(skinned microsites) with
deeper content
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

75. CONTENT STRATEGY
Retailers are the
New Publishers
• Curate and package up
your content
• Provide richer image and
video assets
• Create brand stores
(skinned microsites) with
deeper content
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

76. CONTENT STRATEGY
Retailers are the
New Publishers
• Curate and package up
your content
• Provide richer image and
video assets
• Create brand stores
(skinned microsites) with
deeper content
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

77. CONTINUED MOVE TO SOCIAL
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

78. MORE CONSUMABLE CONTENT
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

79. “because people hate reading”
Monday, February 18, 13

80. MORE CONSUMABLE CONTENT
Traffic Referrals to over 200,000 sites
Google Organic
Direct
Facebook
Pinterest
Yahoo More than Yahoo!
StumbleUpon
Twitter
0% 6% 12% 18% 25% 31% 37% 43%
Nielsen’s 2012 Social Media Report
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

81. TUMBLR
Twitter Tumblr Blog
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

82. TUMBLR
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

83. TUMBLR
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

84. TUMBLR
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

85. TUMBLR
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

86. INSTAGRAM
• Show off products,
employees, events
• Customer interactions,
marketing campaigns
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

87. REACHLI: “VISUAL MARKETING?”
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

88. YOUTH HAVE NO ATTENTION SPAN
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

89. THERE WILL BE MORE
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

90. WHAT’S NEXT?
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

91. POSSIBILITIES Product/Service Marketing
Development
Market
Research
The Participation
Marketing Economy
+ Product
Design Co-creation
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

92. POSSIBILITIES
Branded
Entertainment
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

93. POSSIBILITIES
Branded
Entertainment
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

94. POSSIBILITIES
the first online community-
developed network
television series
Branded
Entertainment
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

95. POSSIBILITIES
the first online community-
developed network
television series
Branded
Entertainment
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

96. POSSIBILITIES
the first online community-
developed network
television series
Branded
Entertainment
Q: Will you be pushing this type of
interactivity with your new TV projects?
A: "'Bar Karma' was an interesting hybrid
between crowd sourcing and professional
television, but we learned a lot about how you
get communities involved in creative
activities. That will definitely feed into 'HiveMind'
because there is going to be a very strong
community component to this. I think crowd
sourcing is one of the most interesting tools
in our arsenal now as a designer."
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

97. POSSIBILITIES
Branded
Entertainment
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

98. POSSIBILITIES
“Reveals the
extraordinary influence
of online social
Social Change networks – in raising
money for charity,
in changing the political
climate and electing
candidates, and
in raising consciousness
for causes”
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

99. POSSIBILITIES
Social Change
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

100. POSSIBILITIES
Social Change
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

101. POSSIBILITIES
Social Change
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

102. POSSIBILITIES
Social Change
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

103. POSSIBILITIES
Analytics
• Consumers use multiple devices
• The world is mobile
• Cross-channel measurement is essential
Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of Toledo
Monday, February 18, 13

104. GOOD LUCK!
mike.osswald@hansoninc.com
Hanson Inc.
1695 Indian Wood Circle Mike Osswald mike.osswald@hansoninc.com
Maumee, Ohio 43537 @mobial
419.327.6100 linkedin.com/in/mikeosswald
bit.ly/HansonGPlus @HansonInc facebook.com/wearehanson
Monday, February 18, 13