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Lotus 4: Digital Marketing || 4th December 2009 Agnis Stibe: “Digital + Marketing”

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A Thought <ul><li>Personal development and overall progression </li></ul><ul><li>is not so much about the given opportunities , </li></ul><ul><li>but much more about </li></ul><ul><li>willing to take them and ability to recognize them. </li></ul><ul><li>/agsti/ </li></ul>

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The Present & Future of A Compilation of materials from various sources © 2008 Bates141 Digital + Marketing 04.12.2009. LOTUS / SSE

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Definitions <ul><li>Digital Marketing is the promoting of brands using the Internet , mobile and other interactive channels . </li></ul><ul><li>Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner. </li></ul>

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Agenda <ul><li>The Past </li></ul><ul><ul><li>Where have we been? </li></ul></ul><ul><ul><li>The survivors </li></ul></ul><ul><li>The Present </li></ul><ul><ul><li>Where are we now? </li></ul></ul><ul><ul><li>The thrivers </li></ul></ul><ul><li>The Future </li></ul><ul><ul><li>Where are we going? </li></ul></ul><ul><ul><li>The drivers </li></ul></ul><ul><li>Thru the lens of: </li></ul><ul><ul><li>The Marketing Tools </li></ul></ul><ul><ul><li>The Web </li></ul></ul><ul><ul><li>The Mobile Space </li></ul></ul><ul><ul><li>The Social Grid </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Shopping </li></ul></ul>

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The Past: DotCom Madness What happened? Who survived? © 2008 Bates141

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So, What Was Marketing 1.0? Brochureware dot.com About Us TV SPAM Directories Radio Pop-ups Contact Us Flash Animations Press SPAM What’s New! eMail Blinking Banners PORN Dial-up Telemarketing dot.gone What’s Hot SPAM SPAM SPAM SPAM links e-this i-that SPAM SPAM portals vortals hortals spyware adware DM SPAM SPAM WEB

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Web 1.0: The Highs & Lows <ul><li>1986: Internet formed </li></ul><ul><li>1990: iMdb launches in Usenet </li></ul><ul><li>1992: WWW launched </li></ul><ul><li>1995: Netscape IPO, craigslist founded </li></ul><ul><li>1996: Flash 1.0 </li></ul><ul><li>1997: Steve Jobs rejoins Apple, first ‘weblog’ </li></ul><ul><li>1998: Microsoft Anti Trust </li></ul><ul><li>1999: Y2K panic, Blogger launched </li></ul><ul><li>2000: The Crash, Napster sued </li></ul><ul><li>2001: The Meltdown </li></ul>

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© 2008 Bates141

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What was Web 1.0? <ul><li>“ Read Only” </li></ul><ul><li>= Brochure-ware </li></ul>

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What was Mobile 1.0? <ul><li>Talk + Text </li></ul><ul><li>= Mobile Phones </li></ul>

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What was the Social Grid 1.0? <ul><li>6 degrees of separation </li></ul><ul><li>= You’re in my contact list </li></ul>© 2008 Bates141

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What was Advertising 1.0? <ul><li>Links + Listings + Banners + Pop-ups + Buttons + Spam </li></ul><ul><li>= Ad Nauseum + Inbox Invasion </li></ul>

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What was Shopping 1.0? <ul><li>Limited Interactivity </li></ul><ul><li>= eCatalog eCommerce </li></ul>reality perception

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Roadkill on the Information Superhighway © 2008 Bates141

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Info Superhighway Roadkill

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The Survivors

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Lessons Learned <ul><li>Start with a Business Model </li></ul><ul><li>And then a A Business Plan </li></ul><ul><li>Order & Process beats Fast & Loose </li></ul><ul><li>Substance beats Style </li></ul>

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The Present: Digital Marketing2.0 What’s Happening? Who’s Thriving? © 2008 Bates141

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So, What’s Marketing 2.0? user-generated wireless Social networks iPTV WIKI blogs playlists mash-ups AI integration POS AJAX AdWords GPS targeted banners VOiP Broadband call centres file-sharing RSS WiFi 3G search m-this iP-that API rich media mobile web services video virtual worlds eCRM widgets VoIP tags POD

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Web 2.0: The Highs & Lows <ul><li>2000: Google launches keyword advertising </li></ul><ul><li>2001: Wikipedia </li></ul><ul><li>2002: Friendster, RSS 2.0, Xbox Live </li></ul><ul><li>2003: mySpace, Second Life </li></ul><ul><li>2004: “Web 2.0” coined, Google IPO, flickr & Gmail launch </li></ul><ul><li>2005: GoogleMaps, YouTube, Xbox 360 </li></ul><ul><li>2006: Wii, Facebook goes public </li></ul><ul><li>2007: iPhone, Google announces Android & buys Doubleclick, Facebook announces Platform, Amazon launches Kindle eReader </li></ul><ul><li>2009: ??? </li></ul>

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What’s Web 2.0? <ul><li>“ Read/Write” </li></ul><ul><li>= The Customer Strikes Back </li></ul>

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What’s Mobile 2.0? <ul><li>Talk + Text + Web + Media + Apps </li></ul><ul><li>= Mobile Devices </li></ul>

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What’s the Social Grid 2.0? <ul><li>one degree of separation </li></ul><ul><li>= We’re all just a click away </li></ul>

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What’s Advertising 2.0? <ul><li>Contextual & Behavioural Targeting </li></ul><ul><li>= Ad Relevance </li></ul>

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What’s Shopping 2.0? <ul><li>Customer Ratings, Reviews & Recommendations </li></ul><ul><li>= weCommerce </li></ul>

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The Code of the Road <ul><li>QUALITY People want cool stuff </li></ul><ul><li>ACCESS Make it easy to find OPENNESS Don’t bullsh*t </li></ul><ul><li>CONTROL Let them play with it </li></ul>© 2008 Bates141

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The Thrivers

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Enough Already <ul><li>The 2.0 World is changing the way we do everything! </li></ul>Interact Bank Learn Travel Shop Evaluate Find Search Listen Watch Play Find info Stay up to date Meet Communicate entertain Date Work

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Lessons Learned <ul><li>The customer is always right </li></ul><ul><li>Your customers are your brand </li></ul><ul><li>Customers expect choice and control </li></ul><ul><li>WOM is the best form of advertising </li></ul>

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Digital Marketing Media <ul><li>Short Message Service (SMS) </li></ul><ul><li>Really Simple Syndication (RSS) </li></ul><ul><li>Podcasts </li></ul><ul><li>Voice Broadcast </li></ul><ul><li>Video E-mails </li></ul><ul><li>Banner Ads </li></ul><ul><li>Outdoor Digital Displays </li></ul><ul><li>Websites </li></ul><ul><li>Blogs </li></ul>

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Top DM channels in 2009 <ul><li>Blogging (34%) </li></ul><ul><li>Microblogging (Twitter) (29%) </li></ul><ul><li>Search engine optimization (28%) </li></ul><ul><li>Social network participation (Facebook, LinkedIn) (26%) </li></ul><ul><li>Email marketing (17%) </li></ul>

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Social Media Observations <ul><li>300,000 businesses have a presence on Facebook </li></ul><ul><li>Gary Vaynerchuk grew his family wine business from $4 Million to $50 Million using Social Media </li></ul><ul><ul><li>He found $15,000 in direct mail generated 200 new customers </li></ul></ul><ul><ul><li>$7,500 Billboard provided 300 new customers </li></ul></ul><ul><ul><li>$0 on Twitter produced 1,800 new customers (well.. someone had to spend some time “Twittering” it’s not exactly $0, because time costs but hey.. it wasn’t much in dollar terms) </li></ul></ul><ul><li>Dell sold $3,000,000 of computers on Twitter </li></ul><ul><li>Only 18% of traditional TV campaigns generate a positive ROI </li></ul><ul><li>Blendtec increased sales by 400% with “Will It Blend” YouTube videos </li></ul>

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Twitter - Expected <ul><li>USA Twitter share is ranked number one with 62% </li></ul><ul><li>Most of the largest cities that use Twitter are in the USA </li></ul><ul><li>English speaking countries dominate </li></ul><ul><li>The UK is ranked second as a Twitter nation </li></ul><ul><li>The majority of iPhone owners using Twitter are located in the U.S. </li></ul><ul><li>65% of all users are under 25 </li></ul><ul><li>Tuesday is the most popular day for Twitter activity, accounting for 15.7% and you Tweet from 11am to 3pm (of course this was expected, who wants to tweet on Monday) </li></ul>

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Twitter - Surprising <ul><li>Australia’s share is 4th on the list with nearly 3% despite having a population of only just over 20 million </li></ul><ul><li>Brazil ranks 5th despite not being English speaking </li></ul><ul><li>Women outnumber men </li></ul><ul><li>5% of users account for 75% of all activity </li></ul>

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Twitter - Summary <ul><li>You will live in the US </li></ul><ul><li>Be a Woman </li></ul><ul><li>Hate shopping online… what !!!! </li></ul><ul><li>Young (under 25) </li></ul><ul><li>Own an iPhone </li></ul><ul><li>Enjoy Social Networking </li></ul><ul><li>Don’t like music </li></ul><ul><li>Note: Don’t take this too seriously </li></ul>

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The Future: Marketing 3.0 Where’s it going? Who’s driving? © 2008 Bates141

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Marketing 3.0? ?

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Web 3.0? <ul><li>“ Read/Write/Execute” </li></ul><ul><li>= The Customer Customizes </li></ul>

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Mobile 3.0? <ul><li>The whole world in my hands </li></ul><ul><li>= My Device is Me </li></ul>© 2008 Bates141

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the Social Grid 3.0? <ul><li>zero degrees of separation </li></ul><ul><li>= I’m the centre of my universe </li></ul>© 2008 Bates141

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Advertising 3.0? <ul><li>Personal Targeting </li></ul><ul><li>= I am my media </li></ul>© 2008 Bates141

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Shopping 3.0? <ul><li>Preferential Personal Purchasing Power </li></ul><ul><li>= meCommerce </li></ul>© 2008 Bates141

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The Drivers: Leading the Pack

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How to Get Ahead <ul><li>Open </li></ul><ul><li>Invite </li></ul><ul><li>Listen </li></ul><ul><li>Ask </li></ul><ul><li>Respond </li></ul><ul><li>Share </li></ul><ul><li>Question the Macro </li></ul><ul><li>Observe the Micro </li></ul>© 2008 Bates141

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PULL PUSH