A presentation made for the Ihecs Students in their last year B.A. in Marketing & Advertising

1. New Marketing Prepared for IHECS May 2007

4. Introduction

6. 1 bio +

7. Democratization

8. Media Cluttering

9. Prime Time is My Time

10. The era of building brands namely through mass media advertising is over . We need to find ways to get consumers to invite brands into their lives. BusinessWeek

11. "We have to be more a part of what people are watching and reading instead of being in between what people are watching and reading," Deborah Wahl-Meyer Toyota Marketing BusinessWeek

14. Part 1 : The Marketer Reality

15. The landscape

16. Online penetration evolution Source: BIM 15

17. Coverage per age & sex Source: BIM 15

18. Media consumption Source: EIAA, Belgium results 2005 Hours spent on each medium on an average week Increase in time spent online 2004 vs. 2005: +11%

19. “A day in the life...” [Base: All Respondents in Belgium using each type of media] Source: EIAA, Belgium results 2005

20. Multi-tasking reality When Mainly Watching TV When Mainly Using the Internet [Base: All Belgium internet users] [Base: All Belgium TV Viewers] Source: EIAA, Belgium results 2005

21. W W W

22. The players

23. The players Brands Sales Houses Specialists Media agency Ad agency Media Consumers initiators shapers transmitters allowers

24. Broadcast Hypergene.net

25. Intercast Hypergene.net

26. New Channels

28. The tools

31. Site Traffic measurement Google Analytics

34. Buzz metrics

35. Buzz metrics

36. 3rd Party technology IAB 2006

37. Part 2 : The Marketer Emergency

38. The Consumers

41. Opt-in

42. Value

43. Insight

44. Trust

45. Networks

46. The Power of Networks Logic+Emotion

47. There is more than you in you Logic+Emotion

48. Stages in Internet use Communication / Community Entertainment / Personal Expression Information / Research / Everyday Tasks Email IM Posting your profile on a community site Creating your own IM / chat room avatar Visiting an Internet chat room Making posts to an online message board Becoming a lead contributor to an online community (e.g., regular posts, moderator) Setting up email forwarding group for “joke” emails Using Google to research Buying something on Ebay Buying a book/CD from Amazon Regularly shopping for groceries online Internet banking Joining an Internet payment service (e.g., Paypal) Selling something on Ebay Setting up personal news views/alerts Regularly reading news online Bookmarking your own library of “favourite” sites Writing your own blog/newsletter Building your own website Booking a flight online Sharing iTunes playlists Playing viral games that were emailed Joining an online RPG community (e.g., SimsOnline) Downloading games Watching streaming video Downloading music Listening to Internet radio Uploading photos to album site Subscribing to online movie service Video chat/Webcams Web surfing Visiting websites others have recommended Browsing dating / “friends” sites Signing up for email newsletter Basic Experienced Enthusiast Source: Isobar Creating your own TV channel

49. Segmenting the consumers Source: Insites & Yahoo creators communicators receivers

50. Mixed with a Context Source: Insites Health Lunch Lovers Fans Neutral Sceptics Haters

51. Helps Finding Value Source: Insites Lovers Fans Neutral Sceptics Haters consumer value curve

52. And Maximizes the Communication Source: Insites Lovers Fans Neutral Sceptics Haters Size Influence  Influence 

53. Classical Marketing Public Conversion Sale! The bigger the funnel is, the more catches you do.

54. New Marketing Give the people the tools and a story. They will tell your story.

55. People are media

56. Everything is media It’s not about technology. It’s about people.

57. New Techniques

58. Marketing Techniques Viral RSS Newsletter Search Online Media Email Communities Mobile / SMS Gamevertising Pod/Vod-casting Narrowcasting Bookmarking Widgets/Gadgets Brand Xperience ? ? Push Pull

59. A regularly distributed publication generally about one main topic that is of interest to its subscribers . Newsletter

61. A set of marketing methods to increase the visibility of a website in search engine results pages. 3 methods: - Search Engine Optimization (organic) - Search Engine Advertising (cpc) - Paid Inclusion (indexing guaranteed) Search Engine Marketing

62. Mobile Marketing refers generally to direct marketing via mobile phones, PDAs or (rarely) Laptop Computers. Technologies such as SMS, MMS, Bluetooth, WLAN, Infrared (IRDA) are being used to distribute commercial or (or in some cases non-commercial) content to mobile devices. Mobile Marketing

63. RSS is a family of web feed formats used to publish frequently updated digital content, such as blogs, news feeds or podcasts. Really Simple Syndication RSS

64. A podcast is a media file that is distributed by subscription (paid or unpaid) over the Internet using syndication feeds, for playback on mobile devices and personal computers. Podcasting's initial appeal was to allow individuals to distribute their own "radio shows," but the system quickly became used in a wide variety of other ways : school lessons, tours of museums, etc. Pod / Vod-casting

66. In computer software, a widget engine is host software system for physically inspired applets on the desktop Gadgets / Widgets

67. Conclusion

68. Brand Momentum

69. Is only the beginning Sources: MIT & Wikipedia The Long Tail Principle

70. The New Currency TIME

71. Is the Media mix changing according to Marketers? Source: EIAA 2007

75. Appendix

76. Future of Media Future Exploration Network