14. Alternative relationships EM EC EB E-marketing has some overlap with e-Commerce and eBusiness a) b) EM = EC = EB EC EM EB eBusiness eccompasses e-marketing and ecommerce, but e-marketing involves more process than e-commerce E-marketing is broadly equivalent to e-commerce and e-business c)
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17. Communication channels Online Games SMS / MMS email RSS Instant Messaging IPTV Outdoor Advertising Web Online Gambling Offline media
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20. Where is my business in this connected world? Is my business connected?
21. Is your competitor seated next to you TODAY? What is your competitor doing that you are not doing? What can you find out online about them?
27. Web 2.0 and Marketing New 4Ps Personalization Participation Peer-to-Peer Community Predictive Modeling
28. Levraging Digital Technology Promoting products and services using online distribution channels to reach consumers in a Timely Relevant Personal Cost Effective Manner
29. Digital Marketing mediums / networks Online Games SMS / MMS email RSS Instant Messaging IPTV Outdoor Advertising Web Online Gambling
30. New Media Animation Audio Virtual Worlds Video ROVION Video for your Web Portal www.rovion.com
33. Something to think about? Who have influence in relation to an issue/brand? (Who should we influence?) Where do they get their influence from (who listens to them)? When the voices are weighed according to their influence on a topic, what is actually being said? What is our position in the influence network compared to the one we desire – to our competitors? What are the trends in the market? Which features of our products/services do the different market segments appreciate.
49. Reviews Drive Conversion Highly reviewed products receive more attention from both consumers and retailers ultimately leading to higher sales Data compiled from Bazaarvoice customers
60. Create a profile & messages to appeal to the target market MySpace discovered that the momentum effect of consumer-to-consumer (C2C) advertising can account for 70% of a campaign's impact on social networks . Amplification of Message Direct Brand Interaction Brand X
65. 2007 Balanced Tipped Asia Pacific takes the global lead in some key aspects of the digital marketing mix Internet world stats – 36% of world’s online population lives in Asia Mobile penetration remains higher than anywhere else in the world. HK, Aust, Taiwan, are the world’s top 3 mkts Asian users accessing the Internet over their mobile phones exceeds the entire Internet connected population of the US
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67. 2007 Balanced Tipped Despite all these stats – digital marketing still captures only about 3% of all advertising dollars in the region 3% is remarkably low, considering that the web is among the top 3 consumed media types (TV, Print and Outdoor) Younger demographics users spend the majority of their media time online and on the mobile, often simultaneously consuming other media.
68. What’s in it for me? unprecedented business opportunities for Marketers, Advertisers and the entire Digital Marketing “ecosystem” of portal, mobile operators, communication service providers, games and entertainment companies, handset manufacturers, interactive agencies and the rest.
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71. Web 2.0 and Marketing New 4Ps Personalization Participation
90. Important elements forming an email marketing campaign Design & copywriting Measurement & Analytics Personalisation Strategy & Campaign Planning Segmentation
91. Barriers to Effective Use of Email Lack of Skills & Training Lack of Budget / Finances Lack of Strategy Lack of Segmentation Quality of Email Database
92. Barriers to Effective Integration Disconnected Systems / Technologies Lack of Budget / Finances Lack of Skills & Training Organisation Culture
93. To work on the following Strategy & Campaign Planning Measurement & Analytics List / Data Quality Segmentation Campaign Optimization
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95. Get Your Own House in Order Consolidate and integrate your email campaigns Build effective communications strategy, including Relevance, personalisation, segmentation and targeting Develop a testing strategy Focus on List and Data quality
96. Choose Your Partners Carefully Follow strategy not features Use agencies for expertise Work with partners Choose an approach based on your set up
97. Think Strategically: Take the Next Step Quick wins are possible Deliverability Understand the barriers to effective email integration
A very good morning. I thank you for being here today. It’s a Friday and end of the year. How are we all feeling today? GREAT! Are we ALL here to learn. Please tell your neighbour that you are here to learn and kepp his/ her phone to silent mode. Thank you.
Please note disclaimer
Take note of the breaktimes
** Mainly for Day 2 ** Number 1b. – can only touch 50% of direct mail with Email. Need a way of re-engaging. ** Welcome strategy not strong – have auto-response. ** Tim says that should start with community and then develop a strategy, e.g. Jitter Strategies. ** Could do with 5 segments, but with 3 high speed customer segments. Overlap with RF and serial data. ** Sue Dancers self-selecting. ** Reasons to click. ** Achieving opt-ins. Need alternate methods for capturing email addresses – need to win back.
Use text blocks such that the message and offer are still clear and encourage pictures to be downloaded.
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