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A short history of Digital Marketing
Nov 9th 2016
Aims of this session are…1. To understand the idea of interactivity, and how
digital marketing has developed the way it has.
2. To understand different types of data and how it Is used in digital marketing and also digital storytelling
3. Show some megatrends in Digital Marketing
4. Understand the differences of earned, owned and bought and shared media.
In the last 24 months this has happened.
• Smartphone penetration is now at 78%(UK).
• Mobile and Tablet is the preferred way for new customers to find out about new brands/Events/Ideas.
• People can begin a journey with you from anywhere.
• Smart phones are the hub of people’s lives. They way they organize themselves. There is a place for you on someone’s phone.
I wanted to see how I had changed because of my use of smartphones, and the best way to do that was to go back just 7 years.
The golden age of mobile phones
Owned Media.
Bought Media
Earned Media
The 3 different media types
Side Effects of Social
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Less able to remember information as we crowd source answers from friends and Google.
We are less able to concentrate if we know we have a message on our phones.
Often what we think of as multi-tasking is in fact just task switching.
Distraction is hindering our ability to process memories and store them long term. (Long term effect unknown)
(Don’t worry this has happened before)
Some side effects
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This happened in the 2 months
Amazon Dash- Ariel, Play-doh, Durex and Nerf are amongst the launch buttons - Taking on the SuperMarkets.https://www.theguardian.com/technology/2016/aug/31/amazon-launches-dash-instant-order-internet-of-things-buttons-in-the-ukGoogle News - A new messaging app ‘Allo’ – with a search chatbothttp://www.computerworld.com/article/3123073/mobile-wireless/google-allo.htmlIndia has overtaken the US as the second largest online populationhttp://www.itu.int/en/mediacentre/Pages/2016-PR35.aspxTwitter streams its first live NFL game - Are we in the age of Social Television?https://www.wired.com/2016/09/nfl-twitter-future-live-tv/
What types of digital Marketing can you think of?
‘The emptiest vessel makes the loudest noise when banged.’ African Proverb.
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He/She that does not have a donkey is a donkey. Ethiopian Proverb.
Which is more important?
Data Creativity
The biggest issues in Digital Advertising at the moment.
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It all begins here.
• Oct 1994 – 1st Online ad appeared in Hot Wired Magazine.
• Advertisers were Zima, Club Med and AT&T
• 468x60 – pixel size – filled horizontal length of maximised browser. ( We had 15 inch screens back then).
• First form of advertising to offer accurate measurement
• Click Through Rate Born! - Very high at first.
What makes Digital Ad distinct?• Interactivity – Click Here!
• Measurability – ROI
• Targetability - Like never before
• Flexibility – A defining trait.
• We will be looking in depth at Data on Day 2.
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Expressed as % of clicks to impressions
CTR (Click Through Rate)= X/Y = CTR
Y = 1,000,000 impressions
X = 10,000 clicks
(10,000 / 1,000,000)x100 = 1% CTR
There is one big problem with a CTR.
The Basic Currency of Online Ads.
Think of engagement data as the chemical reaction between the viewer, the viewability of the story, the offer, and how busy that person was at the time.
A high CTR doesn’t mean that you will sell more products.
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Why is data used #1
Why is data used - #2
Why is data used #3
Why is data used #4
To make sure your message gets to the right person.
To measure how engaging the story was.
To try and get you to see the story.
To try and find more of you.
To optimise digital advertising, in campaigns in real time.
Why is data used #5
Why is data used #6
We all leave vapour trails of data.
Personal Data
Fitbit, Garmin, and Nike—say they don't sell personally identifiable information collected from fitness devices. But privacy advocates warn that the policies of these firms could allow them to sell data, if they ever choose to do so.
These tools come from marketing and so audience data is like this.
Marketers don’t care about the name of each animal – just the direction of the animals.
How does it all work?
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An example of how data is used. The chance of an Web user clicking on an ad and going straight to the purchase page is about as likely as a pedestrian hailing a taxi and asking the driver to take him or her directly to the place advertised on the side of the cab – VERY SMALL.
It is more likely the user will make a note and visit later. Online, you can measure exactly this: the branding effect.
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User Sees a banner, remembers it, but DOES NOT CLICK
Adserver sets a cookie set ininternet browser
Goes to site within 90 days and buys something
User Gets another cookie set inbrowser
Cookie sent backTo adserver / agency
Events Correlated
Post Click and Post View
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What happens when you clear your cookies?
Can you block ads?
What about free content?
Privacy - What do you think?
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To find which creative is working.
To find which sites worked.
To find which times worked best.
Optimise campaigns in real time.
To stop wasted money.
There is little choice.
To get increase ROI
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The stock Exchange & Real Time Bidding
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Ways that your data is used in distribution engine.
Data is often used very crudely.
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Why is re-targeting used so much?
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Is re-targeting the solution to the problems of digital marketing?
What are the other options?
Questions
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Old broadcast model is brokenThe consumer is in control; interruption just doesn't work any more.Brands that are not relevant will be ignored.Brands need to create situations where people seek to spend time with them.Keywords: explore, learn, share, question and play.Agencies create this time’.By the end of 2007, the forecast is that 50% of all media consumed shall be digital
Marketing 10 years ago – What is still true?
One of these models is very profitable for media agencies, one isn’t.
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Email: [email protected]
Twitter: @goldenanorak
Instagram: @goldenanorak
Message Me.
Christopher Hogg
