Reach New Heights with Interactive Communication

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Web 2.0 developments, interactive marketing trends 2007 - 2012 and its implication for marketing communications.

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Reach New Heights with Interactive Communication

  1. 1. Reaching New Heights with Interactive Communication
  2. 2. Let’s Interact On… <ul><li>Today: Web 2.0 </li></ul><ul><li>Tomorrow: Interactive Marketing Trends </li></ul><ul><li>3. What does this mean for Communicators? </li></ul>
  3. 3. http:// www.youtube.com/watch?v = HrzeiUvDZog http://www.youtube.com/watch?v=G_FS2TiK3AI
  4. 4. Interactive (R)evolution Internet Browser Wireless Broadband Multiple Platforms Rich Media Multiple Channels Video Audio Animation PC Mobile iPod >> Web Search Blog Social
  5. 5. Today… <ul><li>Monitor </li></ul>
  6. 6. Today: Web 2.0
  7. 7. Today: Web 2.0 Information Transaction Co-Creation Digital Life Image: http://danzinde.files.wordpress.com/2006/10/zen2.jpg
  8. 8. Web 2.0 technologies : Key functions <ul><li>Enable users to develop content </li></ul><ul><li>Provide new means to reach a target audience </li></ul><ul><li>Provide richer, more interactive applications that give visitors more control </li></ul><ul><li>Word of Mouth has become Word of Mouse </li></ul>
  9. 9. Influencing Behaviour <ul><li>How has these changes influenced us as human beings? </li></ul><ul><li>QUESTION? </li></ul>
  10. 10. A New Generation Blip <ul><li>BOOMERS: Post WW2 </li></ul>GEN Y: Post WWW 52 + 18 - 27
  11. 11. Left Brain Stuff <ul><li>Now, for those who like stats: </li></ul><ul><li>What does research reveal and predict? </li></ul>
  12. 12. Tomorrow…
  13. 13. Consumers Embrace New Online Technologies Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012
  14. 14. “ In a typical week, how many hours do you spend doing each of the following?” 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 GenY vs. Boomers Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012
  15. 15. “ In a typical week, how many hours do you spend doing each of the following?” 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 GenY vs. Boomers GenY sacrifice TV to free up time for other media. Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012
  16. 16. Interactive Traditional Increasing effectiveness Decreasing effectiveness 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
  17. 17. “ 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
  18. 18. Marketer Maturity Will spend next 5 years building case for I.M. Stragglers <ul><li>Online display ads </li></ul><ul><li>Email </li></ul><ul><li>Search </li></ul>Mainstreamers <ul><li>Emerging Channels </li></ul><ul><li>Online Video </li></ul><ul><li>Mobile </li></ul><ul><li>Social Media </li></ul>Early Adopters
  19. 19. Interactive Marketing <ul><li>Interactive Marketing will top </li></ul><ul><li>$61 billion by 2012 </li></ul>Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012
  20. 20. Forecast: US Interactive Mkt. Spend ‘07-’12 Online Video Emerging Channels Email Online Display Search Engine Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012
  21. 21. Forecast: US Emerging Channel Spend ‘07-’12 Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012
  22. 22. What does this mean…?
  23. 23. What does this mean for marketing? <ul><li>Interactive marketing budgets and effectiveness will grow </li></ul><ul><li>Interactive spend will better align with consumers’ media behaviour </li></ul>
  24. 24. What does this mean for marketing? Steps into the light Display Advertising Growth in strategy and Social media will drive Growth in video advertising Video emerging channels to $10.6 billion by 2012. Emerging Media integration services Email CPC increase; greater focus on long tail. Triple in 5 years Search
  25. 25. What does this mean for communicators? <ul><li>Web 2.0 marks a shift in how you interact with consumers, with increased focus on longer term relationships </li></ul><ul><li>Understanding your visitors and customers over time is an increasingly important aspect of this new paradigm </li></ul><ul><li>(Lifetime Individual Visitor Experience (LIVE) Profile* </li></ul>Source: Core Metrics – Winning in a Web 2.0 World: Metrics Driven Success
  26. 26. Brand More Important than Ever
  27. 27. Brand More Important than Ever
  28. 28. Brand More Important than Ever
  29. 29. Brand Identity Alignment VISION MISSION VALUES PRODUCTS SERVICE IMAGE INTERNAL CULTURE EXPERIENCE ALIGNMENT
  30. 30. Total Online Experience DESIGN CONTENT FUNCTIONALITY VISION MISSION PRODUCTS SERVICE VALUES NAVIGATION
  31. 32. Brand Management DESIGN CONTENT NAVIGATION FUNCTIONALITY <ul><li>YOU CAN CONTROL </li></ul><ul><li>Domain URL </li></ul><ul><li>Search Engines </li></ul><ul><li>Links </li></ul><ul><li>Partners / Affiliates / Listings </li></ul><ul><li>Online Advertising </li></ul>Total Online Brand Experience
  32. 33. Brand Management DESIGN CONTENT NAVIGATION FUNCTIONALITY Total Online Brand Experience <ul><li>YOU CAN CONTROL </li></ul><ul><li>E-News / E-mail </li></ul><ul><li>Traditional Marketing & </li></ul><ul><li>Advertising </li></ul>
  33. 34. Brand Management DESIGN CONTENT NAVIGATION FUNCTIONALITY Total Online Brand Experience <ul><li>YOU CAN NOT CONTROL </li></ul><ul><li>Blogosphere </li></ul><ul><li>RSS </li></ul><ul><li>Podcasts </li></ul><ul><li>Social Marketing / Chat </li></ul><ul><li>Rooms / News Groups </li></ul><ul><li>Unsolicited Listings </li></ul>
  34. 35. Brand Management DESIGN CONTENT NAVIGATION FUNCTIONALITY Total Online Brand Experience <ul><li>YOU CAN INFLUENCE </li></ul><ul><li>Blogosphere </li></ul><ul><li>RSS </li></ul><ul><li>Podcasts </li></ul><ul><li>Social Marketing </li></ul><ul><li>Unsolicited Listings </li></ul>
  35. 36. Reaching New Interactive Heights
  36. 37. Web 2.0 Values <ul><li>Authenticity </li></ul><ul><li>Democracy </li></ul><ul><li>Innovation </li></ul><ul><li>Co-creation </li></ul><ul><li>How do you protect your brand with its </li></ul><ul><li>personality and positioning in the fluid </li></ul><ul><li>interactive environment? </li></ul>
  37. 38. Thriving in an interactive world <ul><li>Monitor </li></ul>1. Monitor
  38. 39. <ul><li>2. Influence </li></ul>Thriving in an interactive world BLOG RSS FEED PODCAST VIDEO VIRAL SOCIAL VIRTUAL REALITY
  39. 40. <ul><li>Personality / Positioning </li></ul><ul><li>Mission </li></ul><ul><li>Vision </li></ul><ul><li>Values </li></ul><ul><li>Brand Promise </li></ul><ul><li>Key messages </li></ul>Thriving in an interactive world 3. Stay true to who you are:
  40. 41. <ul><li>Set goals </li></ul><ul><li>Determine conversions </li></ul><ul><li>Measure results and adjust the mix as needed </li></ul>Thriving in an interactive world 4. Use the Right Metrics
  41. 42. Summary <ul><li>The online world is changing </li></ul><ul><li>Marketing & communications becoming increasingly interactive </li></ul><ul><li>Customer relationships are more important than ever </li></ul><ul><li>Brand is a critical part of the relationship </li></ul><ul><li>Your role is to protect and manage your brand in an online world </li></ul>
  42. 43. Endless Possibilities http://www.youtube.com/watch?v=PbqS9x7sBZA
  43. 44. For further information: <ul><li>If you like what you’ve seen or are interested in </li></ul><ul><li>a workshop or presentation, contact us at: </li></ul><ul><li>Applecore Interactive </li></ul><ul><li>+(709) 753-3652 </li></ul><ul><li>[email_address] </li></ul><ul><li>http://www.applecore.ca </li></ul>

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