The Shift In Digital Marketing

A Shift Is HappeningJames Andrews

Ketchum Interactive

Analysis

Thoughts

& Strategies

On How To Reach

Consumers With Digital Lifestyles

This Presentation

Talking To The Consumer In Stereo

Generation C

Uncovering The Digital Lifestyle

Music Business Silicon Alley/Dotcom Survivor

Agency

Palo AltoUCLADionne Warwick

Immortal/EpicColumbia RecordsStrategic Marketing

DJ Jazzy Jeff

Ecko UnlimitedUrban Box OfficeSoulPurpose.comFastcompany.com

Sprite Global/Coca-ColaThe Truth.comVibe MagazineProctor & GambleNBA

Silicon Valley+ “Old”

Hollywood

Quick PollRSS

Corporate/Personal Blog

Tagging/Social

Photo Sharing

Skype/IM

Wiki

Video Blog/Web Video

Widgets

Social Networking

Second Life

Web 1.0 was.....

Static

Centrally Managed

Slow To Change

Tech Heavy

Web 2.0. is.......

About creating

About sharing

Web 2.0 is about open communication

1.0 vs 2.0.“Web 1.0. was CommerceWeb 2.0. is People”Ross Mayfield

“Web 2.0 seems to be likePink Floyd lyrics: It can mean different things to different people, depending on the state of your mind”Kevin Maney

State Of The UnionUK Online Advertising to Overtake TV by end of 2009

China surpasses U.S.A. as No. 1 nation in internet users”

“We’re not in the business of keeping the media companies alive, we’re in the business of connecting with consumers” (Trevor Edwards, Nike VP-Global Brand)

Nike spends only 33% of US Advertising budget on ads with television networks and trad. media

Nielsen E-Commerce Research85% of the world’s online population has used the internet to make a purchase

40% increase within two years

South Korea was tops on the list with highest percentage of online shopping at 99% (UK-97%, Germany-97%, Japan-97%, U.S. was 8th with 94%

Books are the most popular online purchases (41%) followed by Clothing/Apparel (36%) and tech products (24%)

The Landscape

Marketing & Communications has changed....

1980’s: Fewer ads that reached more people w/ undivided attention

Today: More ads that reach fewer people paying less attention

Landscape (cont.)

More product, more access and more media + digitization of media has resulted in a radical change in world of advertising & media

Consumers are not listening anymore

They are creating, selecting and therefore changing how we reach them

Ready For A New Consumer To Reach???

WELCOME TO “GENERATION C”

WHERE THE “C” STANDS FOR CONTENT

A generation that co-creates and customizes content faster and in multi-dimensional ways and then connects with the global community

Welcome to Generation C, where the C is for Content. This generation is not defined by age rather mindset-as kids get older faster and young adults want to stay young longer. All over the world, creative, technology savvy individuals are using technology--web sites, cell phones, digital cameras and online games as means to create their own content to express themselves and share this with a more accessible and connected world

The Opportunity

To become successful in engaging Generation C it is important to provide them with an opportunity to create, develop and distribute “content”

Acknowledge and harness their deep human need for control and for exposure

Content creation by teens continues to grow with 64% of online teenagers engaging in at least one type of content creation (Pew Internet, Dec. 2007)

Generation C Digital IdentityConnect

CommunicateCollaborate/Co-Create

Customization

Collect/Categorize

Collective Wisdom

Conversation

Community

Collaborate/Co-Create•Wikis

•Consumer Generated Media

•Open Source Software

•Creative Commons

•Mashups

Collect/Categorize

Tagging

Social Bookmarking

Search Engines

Collective Wisdom

Ratings Sites

Wikipedia

Social News

Connect

•Social Networks

•Mobile Text Messaging

•IM/Twitter

•Skype

Conversation

•Blog Trackers (Ketchum ChatTrax)

•Meme Trackers

Communicate

Blogs

Podcasting

Video Blogging

Video Sharing

Photo Sharing

Great James!

You Gave Me A Lot of Information

And You Clearly Know What You Are Talking About

However......

How Do We Use This At Burrell???

UNCOVERING THE DIGITAL LIFESTYLE

“It’s About Reaching Consumers w/ Digital Lifestyles vs Just Building More Websites”

James Andrews, Vice President-Ketchum Interactive

“If The News Is Important It Will Find Me”

Sen. Barack Obama videotaped response to President Bush receives little attention from newspaper and television

Catches fire online and appears on Youtube’s most popular list and Google’s most blogged list.

Viewed 1.3 million times and linked by more than 500 blogs and distributed widely on Facebook and others

In a focus group, a college students said, “If The News Is that Important It Will Find Me”

A.G. Lafley, CEO and Chairman of P&G, October 2006

“Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go.”

How to control millions of

inaccurate and divergent

conversations?

YOU DON’T

The rules have changed!Marketers must shift from an “us vs them” mentality to a “we” mentality

The Decentralized Digital Life

Loic Le Meur’s Social Map

Reaching Your Consumer In Surround Sound

YourBrand.com

Audio

VideoCommunity

VideoBlog

Email

Your Brand In Mono

YourBrand.com Lives Everywhere!!!

Podcast

VideoCommunity

Social

BlogEmail

Your Brand In Stereo

Now You Too Can Be Many Places At The Same Time

And Talk To HerConnect

CommunicateCollaborate/Co-Create

Customization

Collect/Categorize

Collective Wisdom

Conversation

Community

Case Study: Zappos.com

Carol’s Daughter Blogger Roundtable

Took a traditional PR tactic and made it non-traditional

Speak to bloggers using tools they respect and know

Utilized streaming webcam, Twitter, Instant Messenger to connect with bloggers

In a million channel world, brands whose consumers tell the best stories win

WHAT’S NEXT YOU ASK??

Qik.comLive Webcam from your Phone

Mobile

Forecasts for Mobile Social Marketing82 million users in 2007 to over 800 million worldwide by 2012.

Ning.comSocial Networking Designed For YOUR Community

Questions?????

Marketing 2.0. Toolbox

RSS

RSS

RSS is Your Online “Paper Boy”

Google Reader

Tweeting, Twitting, @Twitter......

Linked-InHow Connected Are You?

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