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Digital Marketing Presentation from Boost 2009 from Freeman+Leonard
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Providing corporations and agencies with marketing and advertising people• Strategy and planning through execution• Department and project teams or individual placements• Contract and full-time
Practice AreasArt Squad
Marketing Minds
Media Masters Multimedia
Multitalent
Digital SpecialistsResearch
ResourcesShopper
Marketing
Consultants/Strategists
Talent Spectrum
Strategic Executional
•Branding•Marketing•Research•Ethnography•CRM•PR/Corp Comm•Digital•Promotion•Cause/Social Responsibility•Retail/shopper•Ideation/concept development
• Media Planning• Media Buying• Merchandising
Specialist
Creative Professionals Project ManagementMarcom Professionals• Creative Director• Creative Services
Manager• Copywriter• Copy Editor• Desktop Publisher• Digital Artist• e-Learning
Designer• Environmental
Graphics Designer• Graphic Artist• Graphic Designer• Graphics Manager• Illustrator• Industrial Designer• Information
Designer
• Project Manager• Promotion Specialist• Public Relations
Specialist• Proofreader• Production
Coordinator• Production Manager• Project Coordinator• Prepress Specialist• Studio Manager• Trade Show
Coordinator• Trade Show/Event
Specialist• Trade Show Manager• Traffic Coordinator• Traffic Manager
• MarCom Writer• Marketing
Coordinator/Assistant
• Marketing Manager• Media Buyer• Media Planner• Motion Graphics
Specialist• Multimedia Designer• Online Editor• Packaging Graphics
Designer• Presentation
Specialist• Product Manager• Production Artist
(Web and Print)
• Key Art Designer
• Technical Illustrator
• User Interface Designer
• Web Animator• Web Content
Writer• Webmaster• Web Project
Manager• Website
Designer
Corporate Clients
A Workshop onDigital Marketing Strategy
AWARENESS of how digital media fits into your overall marketing plan
KNOWLEDGE of how to decide what digital media is right for your brand
UNDERSTANDING of how marketers have created digital strategies that work
EFFECTIVENESS by learning how to prove the value of your digital investment
Marketing Communications
Brand Message
TARGET
Marketing Communications
Brand Message
Behavior
Marketing Communications
Brand Message
Traditional MediaStrategy
Target Behavi
or
Direct Mail
Broadcast Out-of-Home
Events
Marketing Communications
Brand Message
Digital MediaStrategy
Target Behavior SEO/
SEM
Social
Content
Mobile
Web Site
We just want to sell more stuff!Marketing Communications
Brand Message
Traditional Media
TargetBehavior
Digital Media
TargetBehavior Search:
SEO/SEM
Social
Content
MobileApps
Web Site
Direct Mail
Broadcast Out-of-Home
Events
Marketing Communications
Brand Message
Digital Media
StrategySearch:
SEO/SEM
Social
Content
Mobile
Web Site
Digital Media
Strategy
SEO/SEM
Social
Content
Mobile
Web Site
Marketing Communications
Brand Message
Strategy
Social
Internet
Mobile
Broadcast
Out-of-Home
What kind of damage could 1 million people do to your business/brand?
What kind of value could 1 million people bring to your business/brand?
Massive Change
Marketing DarwinismMarketer Expectations
• 88% of marketers expect to spend more on digital and two-way media
• 82% believe insights into consumer’s digital behavior and related targeting tools will only become more important
• 89% developing ideas that cross media platforms, including digital
• 42% have set up in-house agencies
Marketer Challenges
• Only 25% of marketers regard themselves as digitally savvy
• 50% claim they lack the support at senior levels to substantially increase the marketing dollars allocated to digital media
• Not getting digital leadership and innovation from current agencies and agency collaboration process
Marketing Darwinism
Agency Challenges
• 73% say they are challenged in attracting enough digital talent
• 47% view digital as too resource intensive relative to revenue
Media Challenges
• 67% need to update their supply chain capabilities
• 50% view labor spent on integrated campaigns as not commensurate with revenue
The Good Old Days
Insert martini’s and golf
ALWAYSON
Consumers Don’t Trust Business
Method’s That Worked in the Past Fail Now
“False” is the term most frequently associated with advertising.
Who Do We Trust?
The New Role of Marketing
“The marketing function, equipped (in the past) to broadcast brand messages to consumers, has now become a center for dialogue, geared to gleaning what
consumers want and when and where they want it. Advertising has evolved from an interruption…grabbing attention for a product or brand…into an experience, an
application, a service that the consumer actually wants. This new marketing model doesn’t shout; it listens and learns. And, relevance, interactivity and accountability
are its essential ingredients.
-Christopher Vollmerstrategy+business, Spring 2009
The New Marketer
Marketing Technopologist
Look beyond “shiney objects” of tech and grasp implications of cultural shifts for
communication and connection as it relates to their brands.
Essence of Web 2.0: Community
Incredible Complexity
Time to Manage
Experience and Skills
Losing control/more accountable
Brands and Communities• Groundbreaking collaborative
product+service offering with Apple
• Running shoe integrated with iPod– Tracks your workout progress,
feeding data to your iPod from your shoes while you run/listen to music
– Syncs with Nike+ site to track your progress, social community to network with other runners
– Provides NIke with an unmatched tool for gathering behavioral data/insights
• 1.2 million member strong community
• Extending in HumanRace cause event, one day race attracting 800,000 runners across the globe, raising money for three causes the community cares about.
“Nike+ taught us about context. It let’s the product live beyond it’s physical use.”
Trevor Edwards Vice President, Global Brand and Category Mgmt
Winning Defined
Harnessing collective intelligence
Conversation
Collaboration
Real Time Interaction
Not Just Communication…but how products/services
• Are created• Sold
• Bought• Evaluated
Bottom Line:
Human resource solution that meets the demands of the rapidly evolving digital marketing ecosystem:
• Strategic vision and direction• Executional capabilities and bandwidth
Avoiding the costs associated with addition of FTE’s.
Google Is Your New Home Page
Derick SchaeferManaging DirectorOrangecast Social Media Marketing
Your Reputation and Brand Online
• 92% of daily Internet users are using Search Engines.
• 25-50M daily proper noun searches• Search Engines strive to provide relevant and
fresh content.• Consumers form opinions from what they read,
hear, and see online.• Bloggers, Twitter users, and Rip-Off Reporters are
influencing consumers.
Opportunity and a Liability!
The Sales Funnel
Source “Why Search Doesn’t Really Matter” by Eric Picard
Brands Nouns Cause Problem Geo Competitors
Categorized Keyword List
Empirical Evidence
• Every digital asset collects data• Data can tell us
– Consumer interest and behavior– Consumer needs– Geographical trends
• Allows for controlled failure
CASE STUDYWomen’s Health Care – A Success and a Controlled Failure
SEO Basics
• Three Pieces of content on every webpage– Title (80 characters)– Description (255 characters)– The Content
• Links tell Google what is important– “click here” vs. “corporate litigation”
• Social Media = Buzz
Digital Law and Rules
• Communications Decency Act– Federal Law with immunity and safe havens– Works against you, your brand, and your company!
• Digital Millennium Copyright Act– Protection for digital media– Works for you
• CANSPAM Act– Specific laws related to email marketing
• Powers that Be– Google Webmaster Guidelines– Blogger Etiquette– Court of Public Opinion
Five Recommendations
• Setup Google Alerts on– Brands– Executives– Company Name
• Get Analytics on your site– This IS NOT a function of IT
• Title and Description tags• Define desired digital ROI Plan• Create A Working Playbook
DIGITAL MEDIA AND PUBLIC RELATIONS
Hi, I’m Allie Herzog
• Started, built and developed digital media division at PR firm
• Help get companies strategically on board with digital media strategies
• Realize communication and public relations challenges
• Develop appropriate communication tools for your audiences
51%
+16%+400%
W E
HE
LITM
EG
OTOC
L
TGA
IEAD
Web 1.0 vs. Web 2.0
Reading vs. WritingCompanies vs. Communities
Advertising vs. Word of MouthInformation vs. OpinionHome pages vs. Blogs
Lectures vs. ConversationsEncyclopedia vs. Wikipedia
Web 1.0 was…Indirect Communications
Your Message Media’s Message
Web 2.0 is…Direct Communications
Message
Feedback
Direct Communications Channels
Audience
Audience
Audience
Audience
Audience
Audience
Audience
Audience
Audience
Audience
The message
Web Search
Blog
Community Forums
Video sharing
Micro-blog
Events/Meet-ups
Mobile /SMS
Live Chat
Digital Media PR is…
Networking
Accessible
Everyone has an opinion Information
is traveling FAST
Messy
Interactive
Citizen Journalism
Before starting anything, get all the facts
The Toolbox
WIKI
VIDEO
PHOTO SHARING
PODCAST
RSS FEED
PRESS ROOM
BLOG
SEARCH OPTIMIZATION
TWITTER VIRTUAL WORLD
MOBILE APPS
SOCIAL NETWORKS
More than 70% of Americans read their news online.
It is imperative to be easy-to-find online
Optimization
Allows anyone with a Web site or blog to easily syndicate your content.
RSS Feeds
If updated frequently to include key information, they can be a
vital tool for journalists and perspective customers
Press Rooms
Allows internet visitors and Web-masters to save, organize, search, and manage bookmarks on the Web
using meta data.
Social Bookmarking
Must haves:• Real strategy• Group of dedicated bloggers• Willingness to relinquish control• Readiness to open up your company• Something to say
Blog
If you are authentic, transparent & engaging, Twitter can work wonders!
Most importantly, monitor, listen and contribute as appropriate.
Informative, constructive and high-quality content and images always trumps promotional content.
Social Networks
Mobile Applications
Between January 2008 and January 2009, the number of daily mobile
Web users doubled.
Accessing the mobile Web is a daily activity for 22.4 million mobile
users in the U.S.
Wiki
A dynamic intranet and user-generated Web site that can be edited, linked to and tagged by all members.
Over 1 Million Niche Networks
6 Million unique visitors per month
Video
52% of Web content is video so if you're not creating
videos you're missing out.
YouTube is the #2 search engine.
Photo Sharing
Publish and share digital images, offer status updates, publicize
an event, etc.
This third-party viral press room of images can be a great tool for
journalists!
Must be tagged with strategic keywords.
Virtual Worlds
Communicating in real-time, offering immediate responses and opening yourself up to feedback
can increase customer retention, satisfaction and trust in your company.
Litmus Test
• Appropriate for the audience• Appropriate for the strategy• Appropriate for the message• Appropriate for the goal of the campaign
• Conducive to team structure• Cost effective
Developing ROIDetermine what you are measuring and your top 1-3 goalsQualitative: corporate reputation, number of online conversations, customerrelationshipsQuantitative: traffic, sales or SEO ranking
Determine benchmark Are we currently part of the conversations? Where do we stand?How are we currently talked about versus our competitors?Use tools mentioned
Measure successDid we build better relationships with key audiences?Did we participate in conversations where we hadn’t previously had a voice? Were we able to move from a running monologue to a meaningful dialogue?Did we drive more traffic? Bookings? Sales?
The Community Goes Mobile
The Shift to Mobile
I’d give up ___ instead of my
phone!
Unheard of Returns• 120,000 MMS campaign
• 30% response
• $60,000 cost
• $45,000,000 sales
• Each MMS generates $375
• 750 to 1 ROI
Rapid Acceleration
127 Years127 Years25 Years25 Years-5 Years?-5 Years?13 Years13 Years
Influencing Path to Purchase• 29% of US consumers have
used a mobile phone while shopping in a store
• 72% called someone about a product they might purchase
• 40% have sent a picture of a product they might purchase
• 24% have used a mobile commerce site or application to compare prices
Changing Marketing Forever
LocationLocation InterestsInterests
BehaviorBehavior SocialSocial
IdentityIdentity
InteractivityPortal to Connected
Community
Smartphones: Five Years into the Digital Future• 90% US penetration
• WiMax and 4G networks are widely deployed allowing for mass HD/data intentive streaming, downloading
• Mobile replace wallets (purchases)
• Hub of the digital ecosystem, community at it’s nucleus
– Communication
– News and information
– Entertainment and gaming…High Def
– Social
– Commerce
– Marketing
• Platform intelligence grows exponentially as people use, contribute and collaborate on a mass scale
• Real world behavioral insights
• Has impacted every area of life
Digital Darwinism• Ability to organize, understand
and respond to communities a core marketing competency
• Real time behavioral data basis for consumer insights/product development
• Location-based services triggering spacetime-based communication
• Real-time response, inventory and analytics
• Internal and agency capabilities, structures, comp
Mobile Marketing
Platforms
SMS/MMS WAP Sites
Apps
iPhone: Smartphone Leader• 40+ million iPhone/iPod Touch units
sold in US in two-years • $99 price accelerates penetration • 69% of all mobile web traffic (May
09)• Apps:
– 1 billion downloads– 55,000 third-party– Robust functionality integration
• Gaming• Location/Motion• Video streaming/Photo• Ad serving (1.75B in May 09)
iPhone Apps
*Based on 2,300 apps in AdMob ad server network
Games Are Tops:
TapTap Revenge used by 1 in 3
Social Gets Used:
25% say FB is 1 of 3 apps they use most often
5% have more than 100,000 active users*
Marketers Leading with Apps
Enterprise Apps
“The days of the so-called corporate device are ending”
John ChambersCEO
Monetized Marketing
$3,000/day
Changing Marketing Forever
LocationLocation InterestsInterests
BehaviorBehavior SocialSocial
IdentityIdentity
InteractivityPortal to Connected
Community
Recommended