Keynote presentation to the Cincinnati Digital Hub Initiative non-Conference on September 25, 2009 by Bob Gilbreath. In support of his new book, The Next Evolution of Marketing
3. But Digital Marketing Is Not Yet Working “If consumers are spending 30% of their time online, why are Brand Managers only spending 5% of their marketing budgets online?” - Typical Digital Services Provider “Why should I spend more money online? I never click on banner ads, and hardly anyone is ‘friending’ my brand on Facebook.” - Typical Brand Manager
4. Some of you believe we should adapt to the rules of traditional media
5. Just make the banner bigger! What do we do when people ignore these, too?
20. 30% of users return to the site more than once per week Grew profits by 8%
21. 10 million site visits in 3Q’08 alone Over $150 million in revenue by Year 2
22. Featured in iTunes app store at $.99 Hit 3-year download goal in just weeks
23. Isn’t this the kind of work that attracted you to digital in the first place?
24. Marketing that people choose to engage with Marketing that itself improves people’s lives
25. It can come from a different way to apply existing planning tools and processes
26. Business Objective:a opportunity to grow or a problem that is holding you back Insight:how people think and feel, and how you might help them on a higher-level need
27. Business Objective:improve return on investment in coupons Insight:offers are important, but cutting coupons is less attractive to people
28. More than 100,000 registrations in first month Drives shopper card and email registration, complete fraud protection, and unprecedented data analysis
29. Business Objective:reduce the amount of in-progress order queries Insight:tracking online orders has become a national obsession
30. Used in over 1 million orders in the first 2 months Online orders account for 28% of all Domino’s sales and the tracker is used by 75% of these customers
31. Business Objective:uncover new revenue streams with greater profitability Insight:people have an insatiable craving for personalized products
32. One 7-oz pack for $12.99, Minimum 3 packs, plus shipping and handling Credited with “revitalizing the brand”
33. Business Objective:increase consumption of Glucerna products for people with diabetes Insight:newly diagnosed are unsure of what changes they must make in their diets
34. People are testing more and losing weight Participants buy 3x more Abbott Products
36. Business Objective:increase loyalty to the Trane brand of heating and cooling equipment Insight:service professionals are under constant pressure to understand new systems
39. Business Objective:retain and grow share of believers among young people in developing nations Insight:as an earthly representative of the faith, the Pope offers a unique, personal connection
40. The Pope is texting There are 46 million mobile phone users in the Philippines alone