Digital Marketing Strategy:Now/Next

Minne Hong Ho, USC University Communications

USC Alumni Leadership ConferenceSeptember 21, 2012

The Growing Tide: Big Data

Source: McKinsey Global Institute, May 2011

http://vimeo.com/20928251Martin Hilbert, Provost’s Fellow, USC Annenberg

Impact on Marketing

Content creation --------------> Data analysis

Outbound Messaging --------------> User-controlled experience

New Tools

Radian6

• Traditional• Social• Real-time

Responsive Design

http://www.thismanslife.co.uk/projects/lab/responsiveillustration/

http://news.usc.edu/

Challenge Our Assumptions

• Facebook has more users over age 45 than any other age group

• More than 80% of Pinterest users women

• LinkedIn users spend an average of 8 minutes on the site

http://mashable.com/2012/03/09/social-media-demographics/

Offer A Multi-layered Experience

• In-person experience• Digital experience• Real-time• Photo• Video

Takeaways

• Know your audience

• Give opportunities for feedback and engagement

• "Narrowcast" instead of "broadcast”

Contact: @minnehongho / minneho@usc.edu