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Via Media CEO, Anthony Coles, explaining to marketers in Adelaide where the responsibility for innovation lies in the changing media landscape.
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The Marketing
Revolution
New Rules. New Ideas.
Your Role in the Revolution
Anthony ColesVia Media Communications
Friday 29th August, 2008
Roles
Leadership
Roles
Character
Roles
Ideas
Roles
Sacrifice
Roles
Inspiration
Your Role?
Lead?
Follow?
Follow Old Roles?
“Traditional” Media “Direct” Media
Lead In New Roles?
Lead In New Roles?
Where to for help?
1 Search marketing· Search engine
optimisation (SEO)· Pay Per Click (PPC)· Trusted feed
2 Online PR· Media alerting services· Portal representation· Blogs and RSS
3 Online Partnerships· Link-building· Affiliate marketing· Sponsorship· Co-branding
4 Interactive ads· Display ads/banners· Rich-media· Dynamic/behavioural· Sponsorship
5 Opt-in e-mail· Cold (rented list)· Co-branded e-mail· 3rd party e-newsletters· House list e-mails
6 Viral marketing· Pass-along· Prompted· Incentivised
Web siteand
microsites
Offline communications1. Advertising2. Personal selling3. Sales promotion4. PR5. Sponsorship
Offline communications6. Direct mail7. Exhibitions8. Merchandising9. Packaging10. Word-of-mouth
Online communications Offline communications
google.com/adsensesearchmarketing.yahoo.com/en_au/
Where to for help?
1 Search marketing· Search engine
optimisation (SEO)· Pay Per Click (PPC)· Trusted feed
2 Online PR· Media alerting services· Portal representation· Blogs and RSS
3 Online Partnerships· Link-building· Affiliate marketing· Sponsorship· Co-branding
4 Interactive ads· Display ads/banners· Rich-media· Dynamic/behavioural· Sponsorship
5 Opt-in e-mail· Cold (rented list)· Co-branded e-mail· 3rd party e-newsletters· House list e-mails
6 Viral marketing· Pass-along· Prompted· Incentivised
Web siteand
microsites
Offline communications1. Advertising2. Personal selling3. Sales promotion4. PR5. Sponsorship
Offline communications6. Direct mail7. Exhibitions8. Merchandising9. Packaging10. Word-of-mouth
Online communications Offline communications
dgm-au.comcommissionmonster.com.au
clixgalore.com.au
Where to for help?
1 Search marketing· Search engine
optimisation (SEO)· Pay Per Click (PPC)· Trusted feed
2 Online PR· Media alerting services· Portal representation· Blogs and RSS
3 Online Partnerships· Link-building· Affiliate marketing· Sponsorship· Co-branding
4 Interactive ads· Display ads/banners· Rich-media· Dynamic/behavioural· Sponsorship
5 Opt-in e-mail· Cold (rented list)· Co-branded e-mail· 3rd party e-newsletters· House list e-mails
6 Viral marketing· Pass-along· Prompted· Incentivised
Web siteand
microsites
Offline communications1. Advertising2. Personal selling3. Sales promotion4. PR5. Sponsorship
Offline communications6. Direct mail7. Exhibitions8. Merchandising9. Packaging10. Word-of-mouth
Online communications Offline communications
doubleclick.com/atlassolutions.com/
eyeblaster.com/
Where to for help?
1 Search marketing· Search engine
optimisation (SEO)· Pay Per Click (PPC)· Trusted feed
2 Online PR· Media alerting services· Portal representation· Blogs and RSS
3 Online Partnerships· Link-building· Affiliate marketing· Sponsorship· Co-branding
4 Interactive ads· Display ads/banners· Rich-media· Dynamic/behavioural· Sponsorship
5 Opt-in e-mail· Cold (rented list)· Co-branded e-mail· 3rd party e-newsletters· House list e-mails
6 Viral marketing· Pass-along· Prompted· Incentivised
Web siteand
microsites
Offline communications1. Advertising2. Personal selling3. Sales promotion4. PR5. Sponsorship
Offline communications6. Direct mail7. Exhibitions8. Merchandising9. Packaging10. Word-of-mouth
Online communications Offline communications
adma.com.au
Where to for help?
1 Search marketing· Search engine
optimisation (SEO)· Pay Per Click (PPC)· Trusted feed
2 Online PR· Media alerting services· Portal representation· Blogs and RSS
3 Online Partnerships· Link-building· Affiliate marketing· Sponsorship· Co-branding
4 Interactive ads· Display ads/banners· Rich-media· Dynamic/behavioural· Sponsorship
5 Opt-in e-mail· Cold (rented list)· Co-branded e-mail· 3rd party e-newsletters· House list e-mails
6 Viral marketing· Pass-along· Prompted· Incentivised
Web siteand
microsites
Offline communications1. Advertising2. Personal selling3. Sales promotion4. PR5. Sponsorship
Offline communications6. Direct mail7. Exhibitions8. Merchandising9. Packaging10. Word-of-mouth
Online communications Offline communications
youtube.commarketingsherpa.c
omadage.com/digital/
aimia.com.au
Where to for help?
1 Search marketing· Search engine
optimisation (SEO)· Pay Per Click (PPC)· Trusted feed
2 Online PR· Media alerting services· Portal representation· Blogs and RSS
3 Online Partnerships· Link-building· Affiliate marketing· Sponsorship· Co-branding
4 Interactive ads· Display ads/banners· Rich-media· Dynamic/behavioural· Sponsorship
5 Opt-in e-mail· Cold (rented list)· Co-branded e-mail· 3rd party e-newsletters· House list e-mails
6 Viral marketing· Pass-along· Prompted· Incentivised
Web siteand
microsites
Offline communications1. Advertising2. Personal selling3. Sales promotion4. PR5. Sponsorship
Offline communications6. Direct mail7. Exhibitions8. Merchandising9. Packaging10. Word-of-mouth
Online communications Offline communications
REVOLUTION?
E-commerce / Direct sales
Manager
Conversion/Proposition
Development
Acquisition (E-marketing
Manager)
DirectAcquisition
PartnerAcquisition
PPC search specialist
SEO search specialist
Interactive ad specialist
Affiliate specialist
Sponsorship specialist
Online PR specialist
Development :planning
Requirementsanalyst
Informationarchitect
Usability analyst
Development &change manager
Development :implementation
Web designer
Web developer (coding or admin)
Project manager
Creative & copycreation
Contentmanagement
Onlinecopywriter
Translator
Content/metadata administrator
Retention
E-CRM Manager
PromotionsExec
E-mail marketing.Messaging
E-CRM(cust data)Executive
Sales analyst
Operations
Customerservice
Online Support agent
Telesales/Customer support
Analysis &Reporting
Commercialanalyst (MI)
Web analytics
Creative & copyspecialist
Customerservice also
within retention
Infrastructure
ServiceLevel manager
Business,country
marketing
IT orAgency
Agency,business,country
marketing
Finance/Bus.
Reporting
Business,country
marketing
Operations,ContactCentre
IT orhosting
company
Community manager
The e-Marketing Organisation
