1. Internet, lo que vendrá y lo que está USHUAIA 2010, LA NACION

2. Agenda Lo que viene La computadora quedó en el pasado La web ha muerto Un nuevo supervillano Somos todos sociales Las batallas por venir Lo que está El desafío del marketing online

3. La computadora quedó en el pasado Del teclado a los dedos, del escritorio al bolsillo

4. Internet será móvil Mobile Internet Ramping Faster than Desktop Internet Did – Apple Leading Charge New Computing Cycles – 10x More Devices Wireless Options Growing Rapidly – Creating Broad-Based Wireless Infrastructure (3G + Wifi + GPS) Always-On Access with Super-Fast ‘Boot Time’ Near Zero Latency Access to Nearly All Information Day-Long-Plus Battery Life in Elegant Portable Devices

17. Androidcontrataca

18. La batalla recién empieza …

19. La web ha muerto Larga vida a Internet

20. A day in life … You wake up and check your email on your bedside iPad — that’s one app. During breakfast you browse Facebook, Twitter, and The New York Times — three more apps. On the way to the office, you listen to a podcast on your smartphone. Another app. At work, you scroll through RSS feeds in a reader and have Skype and IM conversations. More apps. At the end of the day, you come home, make dinner while listening to Pandora, play some games on Xbox Live, and watch a movie on Netflix’s streaming service.

21. Del browser a las aplicaciones Two decades after its birth, the World Wide Web is in decline, as simpler, sleeker services — think apps — are less about the searching and more about the getting. As much as we love the open, unfettered Web, we’re abandoning it for simpler, sleeker services that just work Over the past few years, one of the most important shifts in the digital world has been the move from the wide-open Web to semiclosed platforms that use the Internet for transport but not the browser for display.

22. El nuevo look de Internet

27. Facebook

28. Música

29. Libros

30. Libros

31. Entretenimiento

32. Retail

33. Gastronomía

34. Revistas

35. Diarios

36. Diarios

37. Diarios (upa se filtró …)

38. Diarios (upa se filtró …)

39. Publicidad

40. Video ondemand

41. Tus series favoritas

42. Tus películas favoritas

45. Hay un nuevo supervillano Más cool, más canchero pero mucho más temible …

46. SUPERVILLANOOCHENTOSO SUPERVILLANOCOOL

47. SUPERVILLANOOCHENTOSO SUPERVILLANOCOOL

48. Somos todos sociales Las redes sociales están aquí para quedarse

52. Facebook will become the most popular site on the Internet, toppling Google.com, unless something drastic happens in the next few years.

55. Las redes sociales en Latinoamérica

57. Cambio radical del mercado publicitario

58. Inventarios infinitos, publicidad barata

59. Monetización por usuario

60. Las grandes batallas por venir Nada de épico, lo que importa es el billete

61. Google (Search) vs Facebook (Behavioural-Social) Microsoft (Bing + Live) mira de afuera Apple (iOSIphone + Ipad) vs Google (Android) Microsoft (Windows 7) mira de afuera Apple (HTML5) vs Adobe (Flash) Microsoft (Silverlight) mira de afuera Google + Telcos (Tiers) vs Resto (Net neutrality) Hulu (Subscription) vs Netflix (Streamingondemand) vs Apple TV (Jobs las quiere todas) vs Cable TV

62. El desafío del marketing online ¿Qué hacer y cuanto invertir?

63. Inversión en medios Consumo de medios ~4% Online 37% Online La oportunidad 63 El eterno lamento de los medios online

64. ¿Qué porcentaje invertir en Internet?

65. ¿Qué porcentaje invertir en Internet? MERCADO ARGENTINO - ESTIMACION 2009

66. Cada industria tiene su respuesta

67. Awareness Imagery Consideration Purchase Marketer Goal Brand Building Driving Action Less-addressable Yellow pages Broadcast & CableTelevision Print – Magazines & Newspapers Digital OOH Media capabilities Direct mail Online Video Addressable Online display Online search Interactive television Mobile display Mobile search Prepared by Greg Stuart greg@gregstuart.com Confidential 67 Que en realidad depende del objetivo

68. El objetivo determina el formato

69. Searchengine marketing is KING Marketing transaccional

70. Conclusiones La publicidad en Internet ha probado ser efectiva para el marketing transaccional. En particular la dinámica de relacionar avisos con resultados de búsqueda.

71. La asignatura pendiente Encontrar una solución de branding válida para los productos y servicios de consumo masivo EL DESAFIO DEL MARKETING ONLINE

72. El gran desafío 72 Marcas + Agencias + Medios Generar una fórmula efectiva para el desarrollo de brandequity a partir de la publicidad online

73. Google y las búsquedas El modelo más exitoso hasta el momento

74. Todos buscamos algo

76. El éxito de Google When users are actively looking to purchase something, they typically go to search engines or e-commerce sites. Through advertising or direct sales, these sites harvest intent. Google and Amazon are the biggest financial beneficiaries of intent harvesting. The lesson is that the RPMs* of online ads are directly proportional to the degree** to which the user has purchasing intent. This is why when you search Google for “cameras” you’ll see ads everywhere (and those advertisers are paying high CPCs), but when you search for “Abraham Lincoln’s birthday” Google doesn’t even bother to show ads at all. When people talk about search being a great business model (for, say, Twitter), they should distinguish between search with puchasing intent, which is an incredible business model, and search without purchasing intent, which is a terrible one.

77. Monetización por usuario

78. Intención de compra

79. Intención de compra

80. Google.com Intención de compra

81. Intención de compra

82. Intención de compra (moderada)

83. Intención de compra (leve)

84. El camino incorrecto El modelo de transacciones aplicado al branding

85. La gran tentación para los anunciantes Comscore Argentina Septiembre 2009

86. Google Confidential

92. There are Fewer Clickers and Fewer Heavy Clickers There are fewer heavy clickers today: down from 6% to 4% of Internet users Only 8% of all Internet users account for 85% of all clicks Clickers are predominantly younger (25 - 44) with lower income (under $40K) Source: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periods Prepared by Greg Stuart greg@gregstuart.com Confidential 92 Prepared by Greg Stuart greg@gregstuart.com Confidential 92 Virtually no one clicks anymore

94. Solo un 8% de los navegantes clickea regularmentePrepared by Greg Stuart greg@gregstuart.com Confidential 93 Prepared by Greg Stuart greg@gregstuart.com Confidential 93 Source: DoubleClick DART for Advertisers: 2008

95. El camino correcto Soluciones a medida para branding online

96. Creatingpurchaseintent vs harvesting Today’s link economy is built around purchasing intent harvesting. Most of this happens on search engines or through affiliate programs. Almost no one decides which products to buy based on Google searches or affiliate referrers. They decide based on content sites – Gizmodo, New York Times, Twitter, etc. Those sites generate intent, which is the most important part of creating purchasing intent, which is directly correlated to high advertising revenues. But content sites have no way to track their role in generating purchasing intent. Often intent generation doesn’t involve a single trackable click. Even if there were some direct way to measure intent generation, doing so would be seen by many today as a blurring of the the advertising/editorial line. So content sites are left only with impression-based display ads, haggling over CPMs without a meaningful measurement of their impact on generating purchasing intent.

97. Clickear en Display Ads esunametricaconfusa y no refleja los efectos de Brand Building Solo deben ser usadas para Direct Response o para Search Engine. Los Clicks no miden todo el impacto de venta de la campana, incluyendo la acumulacion de impactos y el impacto offline. Clicks no dicen nada de los efectos de brand Building. 96

98. Aquellosquevieron la publicidadpero no clickearondireccionaron el mayor compromiso y compra % of Exposed People Debemos incluir el efecto de View Through cuando medimos una campana. Los clicks ya no alcanzan.

99. Nuevos formatos

102. Especiales de contenidos

105. Sección Sentimiento hincha (Quilmes) Mapa con los recorridos del bar Móvil Consigna Player con videos Notas editoriales Promo para hacerse fan de la página en FB Mapa de Twitter y listado de los últimos tweets del hashtag #Mundial2010 Listado de fotos enviadas por los usuarios

106. Consumerengagement

108. NATURA Espacio Marca/Campaña Gama de Producto Concurso y Premios Participación y Fotos Usuarios

109. ¡Muchas gracias! Gabriel Dantur gdantur@lanacion.com.ar www.twitter.com/gdantur www.gabrieldantur.com.ar