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Reaching New Heightswith Interactive Communication
Let’s Interact On…
1. Today: Web 2.0
2. Tomorrow: Interactive Marketing Trends
3. What does this mean for Communicators?
http://www.youtube.com/watch?v=HrzeiUvDZog
http://www.youtube.com/watch?v=G_FS2TiK3AI
Interactive (R)evolutionInternet
Browser
WirelessBroadband
Multiple PlatformsRich Media Multiple Channels
Video
Audio
Animation
PC
Mobile
iPod >>
Web
Search
Blog
Social
1. Monitor
Today…
Today: Web 2.0
Today: Web 2.0Information
Transaction
Co-Creation
Digital Life
Image: http://danzinde.files.wordpress.com/2006/10/zen2.jpg
Web 2.0 technologies: Key functions
1. Enable users to develop content
2. Provide new means to reach a target audience
3. Provide richer, more interactive applications that give visitors more control
Word of Mouth has become Word of Mouse
Influencing Behaviour
How has these changes influenced us as human beings?
QUESTION?
A New Generation Blip
BOOMERS: Post WW2
GEN Y: Post WWW
52 +
18 - 27
Left Brain Stuff
Now, for those who like stats:
What does research reveal and predict?
Tomorrow…
Consumers Embrace New Online Technologies
14%
16%
19%
21%
87%
94%
Read Blogs
Use Social Netw orking sites (e.g. MySpace, LinkedIn)
Watch Internet Video/ Streaming video (e.g. CNN.com)
Read Customer Ratings and Review s
Use Search Engines
Use Email
Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012
4.2
2.7
0.9
2.8
3.2
5.5
2.5
14
6.9
1.2
1.7
4.4
4.6
6
7.1
8.9
10.4
12.7
Boomers GenYers
Using Internet for personal and work
Watching TV
Using a Cell Phone
Listening to the Radio
Watching DVDs or VHS
Using the Internet for Work
Playing Video Games
Reading Magazines
Reading Newspapers
“In a typical week, how many hours do you spend doing each of the following?”
GenY vs. Boomers
Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012
4.2
2.7
0.9
2.8
3.2
5.5
2.5
14
6.9
1.2
1.7
4.4
4.6
6
7.1
8.9
10.4
12.7
Boomers GenYers
Using Internet for personal and work
Watching TV
Using a Cell Phone
Listening to the Radio
Watching DVDs or VHS
Using the Internet for Work
Playing Video Games
Reading Magazines
Reading Newspapers
“In a typical week, how many hours do you spend doing each of the following?”
GenY vs. Boomers
GenY sacrifice TV to free up time for other media.
Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012
6%
8%
11%
11%
15%
16%
21%
18%
62%
73%
78%
83%
83%
84%
86%
33%
29%
37%
49%
59%
49%
37%
41%
23%
17%
19%
13%
15%
13%
11%
61%
64%
53%
40%
26%
35%
42%
41%
15%
11%
3%
4%
2%
3%
4%
Newspapers
Yellow Pages
Telemarketing
Magazines
Outdoor
Radio
Direct Mail
Static Display Ads
Interactive Display Ads
Game Marketing
Online Video
Mobile
Search Engine Marketing
Social Media
Inte
ract
ive
Trad
ition
alIncreasing
effectiveness
Decreasingeffectiveness
Increase
Same
Decrease
“In the next 3 years, do you think marketing’s effectiveness will increase, stay the same, or decrease in each of the following media?”
Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012
19%
7%
8%
29%
37%
9%
6%
20%
8%
32%
Radio
Magazines
Newspapers
Internet Time
Watching TV
“In a typical week, how many hours do you spend doing each of the following?”
Interactive Marketing Out of Sync
Percent of ad spending on each media type in 2007
Percent of tot. media time individuals spend in typical week
Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012
Marketer Maturity
Early Adopters •Emerging Channels•Online Video •Mobile •Social Media
Mainstreamers •Online display ads•Email •Search
Stragglers Will spend next 5 years building case for I.M.
Interactive Marketing
Interactive Marketing will top $61 billion by 2012
Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012
Forecast: US Interactive Mkt. Spend ‘07-’12
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
2007 2008 2009 2010 2011 2012Inte
ract
ive
Mar
ketin
g Sp
end
(US$
Mill
)
Online Video
Emerging Channels
Online Display
Search Engine
Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
2007 2008 2009 2010 2011 2012Emer
ging
Cha
nnel
Mar
ketin
g Sp
end
(US$
Mill
)
Social Media Mobile Marketing In-game Advertising
Forecast: US Emerging Channel Spend ‘07-’12
Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012
What does this mean…?
What does this mean for marketing?
• Interactive marketing budgets and effectiveness will grow
• Interactive spend will better align with consumers’ media behaviour
What does this mean for marketing?Search CPC increase; greater focus
on long tail. Triple in 5 years
Growth in strategy and
Email integration services
Social media will drive
Emerging Media emerging channels to $10.6 billion by 2012.
Video Growth in video advertising
Display Advertising
Steps into the light
What does this mean for communicators?
• Web 2.0 marks a shift in how you interact with consumers, with increased focus on longer term relationships
• Understanding your visitors and customers over time is an increasingly important aspect of this new paradigm
• (Lifetime Individual Visitor Experience (LIVE) Profile*
Source: Core Metrics – Winning in a Web 2.0 World: Metrics Driven Success
Brand More Important than Ever
Brand More Important than Ever
Brand More Important than Ever
Brand Identity Alignment
VISION
MISSION
VALUES
PRODUCTS
SERVICE
IMAGE
INTE
RN
AL C
ULTU
RE
EX
PE
RIE
NC
E
ALIGNMENT
Total Online Experience
DESIG
N
CO
NTEN
T
FUN
CTIO
NA
LITY
VISION
MISSION
PRODUCTS
SERVICE
VALUES
NA
VIGA
TION
Brand Management
DESIG
N
CO
NTEN
T
NA
VIGA
TION
FUN
CTIO
NA
LITY
YOU CAN CONTROL
• Domain URL
• Search Engines
• Links
• Partners / Affiliates / Listings
• Online Advertising
Total Online Brand Experience
Brand Management
DESIG
N
CO
NTEN
T
NA
VIGA
TION
FUN
CTIO
NA
LITY
Total Online Brand Experience
YOU CAN CONTROL
• E-News / E-mail
• Traditional Marketing &
Advertising
Brand Management
DESIG
N
CO
NTEN
T
NA
VIGA
TION
FUN
CTIO
NA
LITY
Total Online Brand Experience YOU CAN NOT CONTROL
• Blogosphere
• RSS
• Podcasts
• Social Marketing / Chat
Rooms / News Groups
• Unsolicited Listings
Brand Management
DESIG
N
CO
NTEN
T
NA
VIGA
TION
FUN
CTIO
NA
LITY
Total Online Brand Experience YOU CAN INFLUENCE
• Blogosphere
• RSS
• Podcasts
• Social Marketing
• Unsolicited Listings
Reaching New Interactive Heights
Web 2.0 Values
• Authenticity• Democracy• Innovation• Co-creation
How do you protect your brand with its personality and positioning in the fluid interactive environment?
Thriving in an interactive world
1. Monitor
1. Monitor
2. Influence
BLOG
RSS FEED
PODCAST
VIDEO
VIRAL
SOCIAL VIRTUAL REALITY
Thriving in an interactive world
• Personality / Positioning• Mission• Vision• Values• Brand Promise• Key messages
Thriving in an interactive world
3. Stay true to who you are:
• Set goals• Determine conversions• Measure results and
adjust the mix as needed
Thriving in an interactive world
4. Use the Right Metrics
Summary
• The online world is changing
• Marketing & communications becoming increasingly interactive
• Customer relationships are more important than ever
• Brand is a critical part of the relationship
• Your role is to protect and manage your brand in an online world
Endless Possibilities
http://www.youtube.com/watch?v=PbqS9x7sBZA
For further information:
If you like what you’ve seen or are interested ina workshop or presentation, contact us at: Applecore Interactive+(709) [email protected]://www.applecore.ca