DMI: Daniel Khabie, Digitaria Interactive

11:32 - Dan on stage.

11:32 - What are the “old channels” to reach consumers or users? 95% of marketers using email, additional 4% by end of this year. Leaves only one person not using email. So how do you separate from your competition? How do you fundamentally connect your message with your users? And is the ROI compelling enough?

11:34 - The “new channels” - interactive marketing tools - online video, widgets, gaming, mobile, social networks. Steep growth in online video - including mobile. iPhone is to mobile as broadband was to dial up. Broadband consumption on mobile growing rapidly.

11:35 - Youtube, Veoh, Hulu want to be a part of all content. Even if its bad quality.

11:36 - Why are we doing all this? We need to not only engage the consumer, we need to make money on it.

11:38 - Mobile instore promos, ratings, reviews - engagement with a revenue component. DIstributed commerce is made for these channels. The web is a major influencer in all purchases, not just clicking on a shopping cart.

11:39 - Starts with a digital management system for management and distributio of conetnt across a multitude of channels. Must be then integrated with a CDN for fast reliable delivery.

11:41 - Case Study - “Invisible Children” - Digitaria customer that wanted to impact change and children’s rights in Northern Uganda. Showing video on this site.

11:49 - Seeded video with schools across the country. Collected 200,000 email addresses - then word of mouth drove it. Over 6 million unique page views - launched an initiative called “Schools for Schools” to help fund 20 new schools in Uganda.

11:51 - Showing site that gave volunteers instant feedback. If you donated money, site immediately told you where your money went, total updated. In 2007 generated ovet $7 million (!!!).

11:53 - They were dilligent in building this. Created content with multiple platforms in mind, made everything measurable, saw success.

11:53 - Next case study: KCRW Santa Monica. One of the largest online operations for public radio.

11:55 - Player is the destination on the site. Most visitors bookmark the player and bypass the home page. Over 1 million podcasts a month, and allows users to share and email content right from the player. Embed playlists into Facebook.

11:58 - Saw 100% increase in underwriting revenue directly attributed to the media player. ROI in less than 6 months.

Tags: DM Innovation Forum

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