Reaching New Heights with Interactive Communication

Let’s Interact On… Today: Web 2.0 Tomorrow: Interactive Marketing Trends 3. What does this mean for Communicators?

Today: Web 2.0

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)evolution Internet Browser Wireless Broadband Multiple Platforms Rich Media Multiple Channels Video Audio Animation PC Mobile iPod >> Web Search Blog Social

Today… Monitor

Monitor

Today: Web 2.0

Today: Web 2.0 Information Transaction Co-Creation Digital Life Image: http://danzinde.files.wordpress.com/2006/10/zen2.jpg

Web 2.0 technologies : Key functions Enable users to develop content Provide new means to reach a target audience Provide richer, more interactive applications that give visitors more control Word of Mouth has become Word of Mouse

Enable users to develop content

Provide new means to reach a target audience

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?

How has these changes influenced us as human beings?

QUESTION?

A New Generation Blip BOOMERS: Post WW2 GEN Y: Post WWW 52 + 18 - 27

BOOMERS: Post WW2

Left Brain Stuff Now, for those who like stats: What does research reveal and predict?

Now, for those who like stats:

What does research reveal and predict?

Tomorrow…

Consumers Embrace New Online Technologies Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012

“ 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

“ 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

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

“ 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 Will spend next 5 years building case for I.M. Stragglers Online display ads Email Search Mainstreamers Emerging Channels Online Video Mobile Social Media Early Adopters

Online display ads

Email

Search

Emerging Channels

Online Video

Mobile

Social Media

Interactive Marketing Interactive Marketing will top $61 billion by 2012 Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012

Interactive Marketing will top

$61 billion by 2012

Forecast: US Interactive Mkt. Spend ‘07-’12 Online Video Emerging Channels Email Online Display Search Engine Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012

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

Interactive marketing budgets and effectiveness will grow

Interactive spend will better align with consumers’ media behaviour

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

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

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*

Brand More Important than Ever

Brand More Important than Ever

Brand More Important than Ever

Brand Identity Alignment VISION MISSION VALUES PRODUCTS SERVICE IMAGE INTERNAL CULTURE EXPERIENCE ALIGNMENT

Total Online Experience DESIGN CONTENT FUNCTIONALITY VISION MISSION PRODUCTS SERVICE VALUES NAVIGATION

Brand Management DESIGN CONTENT NAVIGATION FUNCTIONALITY YOU CAN CONTROL Domain URL Search Engines Links Partners / Affiliates / Listings Online Advertising Total Online Brand Experience

YOU CAN CONTROL

Domain URL

Search Engines

Links

Partners / Affiliates / Listings

Online Advertising

Brand Management DESIGN CONTENT NAVIGATION FUNCTIONALITY Total Online Brand Experience YOU CAN CONTROL E-News / E-mail Traditional Marketing & Advertising

YOU CAN CONTROL

E-News / E-mail

Traditional Marketing &

Advertising

Brand Management DESIGN CONTENT NAVIGATION FUNCTIONALITY Total Online Brand Experience YOU CAN NOT CONTROL Blogosphere RSS Podcasts Social Marketing / Chat Rooms / News Groups Unsolicited Listings

YOU CAN NOT CONTROL

Blogosphere

RSS

Podcasts

Social Marketing / Chat

Rooms / News Groups

Unsolicited Listings

Brand Management DESIGN CONTENT NAVIGATION FUNCTIONALITY Total Online Brand Experience YOU CAN INFLUENCE Blogosphere RSS Podcasts Social Marketing Unsolicited Listings

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?

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 Monitor 1. Monitor

Monitor

2. Influence Thriving in an interactive world BLOG RSS FEED PODCAST VIDEO VIRAL SOCIAL VIRTUAL REALITY

2. Influence

Personality / Positioning Mission Vision Values Brand Promise Key messages Thriving in an interactive world 3. Stay true to who you are:

Personality / Positioning

Mission

Vision

Values

Brand Promise

Key messages

Set goals Determine conversions Measure results and adjust the mix as needed Thriving in an interactive world 4. Use the Right Metrics

Set goals

Determine conversions

Measure results and adjust the mix as needed

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

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 in a workshop or presentation, contact us at: Applecore Interactive +(709) 753-3652 [email_address] http://www.applecore.ca

If you like what you’ve seen or are interested in

a workshop or presentation, contact us at:

Applecore Interactive

+(709) 753-3652

[email_address]

http://www.applecore.ca