Digital Marketing - The Future is Now! Istanbul, November 21, 2006 Casper M øller, CEO
<ul><li>INDEX SLIDE INSERTED HERE!!! </li></ul><ul><li>INDEX </li></ul><ul><li>Introduction </li></ul><ul><li>What is Digi...
Introduction
 
BRAND
HOW CAN YOU STAND OUT?
BRAND COMMUNICATION Who can shout the loudest?
Noise! This is what the consumers hear…
HOW DO YOU PLAN ON STANDING OUT?
<ul><li>THE WORLD </li></ul><ul><li>IS CHANGING </li></ul>…  WHETHER WE LIKE IT OR NOT
“ If you don’t like change, you’re going to like irrelevance even less.” General Eric Shinseki, Chief of Staff, U.S. Army
Female Fever Eco-ecosystem Post-consumerism Modernism Generation C Transumerism Innovation Hypertasking LIFE CACHING MASSC...
IT’S NOT ABOUT TRENDS… CHANGE
IT’S ABOUT FUNDAMENTAL CHANGES CHANGE
ELVIS HAS LEFT THE BUILDING The marketing rule book has been torn up and thrown out the window
<ul><li>Supplier/customer relationships have changed: </li></ul><ul><li>Customers are less loyal to brands and  companies ...
<ul><li>Hyperreality </li></ul><ul><li>Fragmentation </li></ul><ul><li>Consumer power </li></ul><ul><li>Experience economy...
People live their lives across multiple or alternative existences HYPERREALITY It’s one big virtual Disneyland out there!
HYPERREALITY “ The World”, Dubai, United Arab Emirates
HYPERREALITY Las Vegas
HYPERREALITY Virtual, rather than real, communication Young people are scorning social interaction for virtual relationshi...
HYPERREALITY MySpace has 120 million members
HYPERREALITY A sample MySpace profile
HYPERREALITY “ Anika” was created by MTV and T-Viral for a marketing campaign IMPRESSIVE NUMBERS …  ESPECIALLY CONSIDERING...
Proliferation of media and consumption choices has meant that the rulebook gets thrown out the window FRAGMENTATION
300 FRAGMENTATION In the UK alone there are more than 300 TV channels
Demographics are no longer enough FRAGMENTATION
ONE “SIZE” NO LONGER FITS ALL
Product and media consumption proliferates ONE “SIZE” NO LONGER FITS ALL
Consumers have got a VOICE… and can make or break a brand CONSUMER POWER
EXPERIENCE ECONOMY Luxury consumption has shifted
THE OLD VALUE CHAIN
<ul><li>Resources </li></ul>Goods/services Solutions EXPERIENCES THE NEW VALUE CHAIN
<ul><li>EXPERIENCES </li></ul><ul><li>= </li></ul><ul><li>KNOWLEDGE! </li></ul>
“ OPPOSITE”-ISM =
STIMULI ORGANISM RESPONSE WHITE NOISE ??? INDIFFERENCE THE COMMUNICATION MODEL The old model is now officially dead!
TRADITIONAL COMMUNICATION Above the Line: One to many communication BRAND X CUSTOMERS
Perceived, rather than real, customer feedback AUTO-COMMUNICATION
BRAND COMMUNICATION + CUSTOMERS = RESPONSE APATHY or DO YOU GET A RESPONSE? Do your customers care about what you try to t...
EVOLVED COMMUNICATION BRAND X THE  CUSTOMER One-to-one communication: a TRUE dialogue. BTL at its best.
THE NEW MARKETING PARADIGM The power of digital channels CUSTOMERS CUSTOMERS
<ul><li>BRANDS </li></ul><ul><li>ARE NO LONGER </li></ul><ul><li>IN CONTROL </li></ul>
IT’S MORE IMPORTANT THAN EVER… <ul><li>To know your customers </li></ul><ul><li>To know how to communicate WITH your custo...
ARE THESE PEOPLE YOUR CUSTOMERS?
…  OR ARE THESE YOUR CUSTOMERS?
From auto communication… CLARITY
CLARITY To true INTERACTION, CUSTOMER DIALOGUE & PURCHASES
BRAVE NEW WORLD Are you ready for it?
What is Digital Marketing?
Email on the move TECHNOLOGY IS CHANGING
UMPC – Ultra-mobile PC. Laptop power in the size of a PDA TECHNOLOGY IS CHANGING
Get content anywhere TECHNOLOGY IS CHANGING
View content anywhere TECHNOLOGY IS CHANGING
The Media Center PC – the new heart of the home? TECHNOLOGY IS CHANGING
Watch your TV away from home TECHNOLOGY IS CHANGING
CONTENT VS. MEDIA Not necessarily all life-changing… + ?
DIGITAL CHANNELS DIGITAL CHANNELS PODCASTS GAMES E-MAIL MOBILE PHONES VIRAL ELEMENTS VIDEO INSTANT MESSAGING BLOGS WEB SIT...
WEB <ul><ul><li>Sell products and services online </li></ul></ul>
WEB <ul><ul><li>Increase brand awareness </li></ul></ul>
WEB <ul><ul><li>Bring your brand to life </li></ul></ul>
WEB <ul><ul><li>Build your own car… and DRIVE it! </li></ul></ul>
WEB <ul><ul><li>Online origami from BMW </li></ul></ul>
Source: IAB 2006 MTV Starzine – Creative Showcase winner, September 2005 WEB – EXCITING AD FORMATS <ul><ul><li>Rich media,...
User makes a search Contact A company  presents itself in the search engine WEB - SEM <ul><ul><li>Search Engine Optimisati...
WEB - ADVERTAINMENT <ul><ul><li>Increase brand awareness </li></ul></ul>
WEB - ADVERTAINMENT
34% WEB - ADVERTAINMENT <ul><ul><li>…  and drive conversions </li></ul></ul>
WEB - ADVERTAINMENT <ul><ul><li>Even serious companies can do advertainment and viral marketing </li></ul></ul>
BLOGS <ul><ul><li>Social media marketing spend is becoming big business </li></ul></ul>
PODCASTS <ul><ul><li>Users actively choose to engage with social media </li></ul></ul>
EMAIL <ul><ul><li>Product focused email </li></ul></ul>
EMAIL <ul><ul><li>Loyalty focused email </li></ul></ul>
VIRAL MARKETING <ul><ul><li>Viral videos </li></ul></ul>
VIRAL MARKETING <ul><ul><li>Viral videos </li></ul></ul>
INSTANT MESSAGING <ul><ul><li>Channel extension and engagement </li></ul></ul>
DESKTOP APPLICATIONS <ul><ul><li>Useful tools for the user to have on their desktops… </li></ul></ul>
DESKTOP APPLICATIONS <ul><ul><li>And a great way to increase brand awareness </li></ul></ul>
Estimated cost to build: $80,000 Confirmed revenues: $20 million + DING… $ $ $
INTERACTIVE POSTERS What looks like an ordinary street poster
INTERACTIVE POSTERS Allows you to interact and download your own ring tone
INTERACTIVE POSTERS Or how about printing your own?
INTERACTIVE MIRRORS
HOLOGRAPHIC PROJECTIONS Just about any product can be re-produced in a 3D hologram
The Opportunity
Global, extensive reach More than 1 billion Internet users in the world 250 million have broadband Source: eMarketer, May ...
62% of UK population is now online & 71% are using broadband Source: IAB 2005 Broadband users are far more active online, ...
It is currently a relatively small market… In Turkey: 16 million Internet users 2.5 million broadband users – 1.72 end of ...
But one that is growing fast!! In 2015: 24 million broadband users in Turkey CAGR: 31%! Source: Quantum-Web TURKEY
Phones: 20 million fixed lines in Turkey 48.7 million mobile phone users Source: Turkcell, Telecommunications Authority, 2...
<ul><li>26% of people’s </li></ul><ul><li>media time is </li></ul><ul><li>spent online </li></ul><ul><li>on an average </l...
Q:  If you had to live on a deserted island and could take only one of the following with you, which would you take? Base ...
<ul><li>Have these </li></ul><ul><li>changes had </li></ul><ul><li>an impact </li></ul><ul><li>on advertising? </li></ul>M...
GLOBAL ADVERTISING SPEND <ul><li>Internet ad spending will account for 7.0 percent of global ad spend in 2008   </li></ul>...
GLOBAL INTERNET ADVERTISING  $24.1bn An increase by 30 per cent this year.  A predicted increase by 84 per cent to 2008.  ...
US ONLINE ADVERTISING Source: 2004 AAF Survey of Industry Leaders on Advertising Trends  8.5% 15% 17% 2007 17.5% 10% 8.35%...
UK ADVERTISING Source: ZenithOptimedia report, Financial Times, 01/10/2006 The Internet’s share of UK advertising is forec...
£1,366.4m market in 2005   UK ONLINE ADVERTISING Source: IAB Equivalent to $2.587 billion USD
65.6% increase 2005 vs. 2004 UK ONLINE ADVERTISING Source: IAB
<ul><li>So where does </li></ul><ul><li>this money go? </li></ul>ONLINE ADVERTISING
EMERGING MARKETING TECHNIQUES Source: CMO Magazine, April 2005
ONLINE ADVERTISING SPEND Source: ZenithOptimedia report, Financial Times, 01/10/2006 Search engine marketing is believed t...
<ul><li>Who is spending it? </li></ul>ONLINE ADVERTISING
GLOBAL ADVERTISING SPEND Source: ZenithOptimedia report, MediaPost 2005 Biggest sectors in online ad spend   $  700 millio...
Why Use Digital Marketing?
WHY USE DIGITAL MARKETING? “ Catch the next wave before it catches you”
WHY?
BECAUSE IT WORKS!
Source: NMA Oct 2005, Brand Republic 2006 IT WORKS! Information now readily available to advertisers about online effectiv...
THE CONSUMER PROCESS Digital, unlike all other, channels offer a return path  Brand awareness measuring the level of famil...
Online advertising spend INTEGRATED CAMPAIGNS WORK Brand awareness lift - TV: 17% - TV & online: 45% Source: Dynamic Logic...
ADVERTISING EXPOSURE <ul><li>Additional ad exposure increases brand awareness </li></ul><ul><li>Awareness is 2.5 X higher ...
Branding effect Marketing spend Television Internet DIMINISHING RETURNS Synergy Pattern TV & Online
COST DRIVERS vs. ROI AWP % $/AWP % Ca. 20 % Internet TV COST/BENEFIT Source: MINDSHARE Using the  Internet is the most cos...
COST/BENEFIT Driving low cost awareness
Source: Dynamic Logic MarketNorms MarketNorms data through  June 30, 2004; N=199 European campaigns, n=163,262 respondents...
Percent Source: Dynamic Logic MarketNorms ONLINE BUILDS BRANDS Online Ad Effectiveness, European Averages  +5.4% +45.3% +2...
IMPACT ON BRAND ATTRIBUTES  % Lift Source: NFO/Infratest Study Both media impact key brand attributes separately yet are m...
As a result of using the Internet 42% 74% 76% 42 77% Changed  their mind about a brand they were going to buy and switched...
Source: IAB 2005 <ul><ul><li>Lots of case studies, research and data showing that online advertising improves brand metric...
Source: 2004 AAF Survey of Industry Leaders on Advertising Trends THE BENEFITS There are several benefits to using digital...
Source: 2004 AAF Survey of Industry Leaders on Advertising Trends THE BENEFITS Measurable ROI
Source: 2004 AAF Survey of Industry Leaders on Advertising Trends THE BENEFITS Geographic, demographic and psychographic t...
Source: 2004 AAF Survey of Industry Leaders on Advertising Trends THE BENEFITS Can massively increase effectiveness of tra...
<ul><li>Integrated campaigns offer more bang for the buck! </li></ul>KEY LESSON
<ul><li>10 – 15% </li></ul>Online advertising spend RECOMMENDED DIGITAL SPEND Optimal media mix includes 10 – 15% spend on...
<ul><li>US: 6% </li></ul><ul><li>UK: 7.8% </li></ul>Online advertising spend CURRENT DIGITAL MEDIA SPEND As a percentage o...
Source: NMR, Top 20 advertiser’s spend in 2005 UK TOP 20 ADVERTISERS   Total spend Internet spend  % spent online  % spend...
Source: NMR, Top 20 advertiser’s spend in 2005 UK TOP 20 ADVERTISERS  Total spend Internet spend  % spent online  % spend ...
Source: NMR, Top 20 advertisers’ spend in 2005 TOP 20 ADVERTISERS SPEND BY MEDIA  UK data 2005 TV 50 % Radio 6 % Outdoor 9...
BUT There is  ONE major problem afflicting  traditional advertising…
<ul><li>Falling </li></ul><ul><li>marginal </li></ul><ul><li>advertising </li></ul><ul><li>EFFECTIVENESS! </li></ul>
IN THE GOOD OLD DAYS… It was all about selling an image
Then it all became about telling a story IN THE GOOD OLD DAYS…
Then it all became about telling a story IN THE GOOD OLD DAYS…
<ul><li>THESE DAYS…  </li></ul>Online advertising spend
<ul><li>CONSUMERS  </li></ul><ul><li>ARE TIRED  </li></ul><ul><li>OF  </li></ul><ul><li>LISTENING! </li></ul>
…  Unless your story is very compelling to them or it has been promoted by a trusted third party consumer
INSTEAD OF TELLING  YOUR  STORY…
LET CONSUMERS TELL  THEIRS!
GIVE THEM A PLATFORM  Coke was initially slow to react  Do you know what can be done with a bottle of  Diet Coke and a han...
GIVE THEM A PLATFORM  But has now wholeheartedly embraced the phenomenon
Instead of TELLING A STORY … Create the  TOOLS  to allow a story to be told
CO-CREATION THE NAME OF THE GAME
Are not just about  CONSUMPTION It’s as much about  PARTICIPATION CONSUMERS…
THE PARTICIPATION ARENA
We’ve all heard about  Generation X And then came Generation Y
Now it is all about…  GENERATION C
GENERATION C(ONTENT) Self-broadcast
GENERATION C(ONTENT) Self-publish
GENERATION C(ONTENT) Self-publish
Generation C changes the rules of consumption
CURATED CONSUMPTION Bill
CURATED CONSUMPTION CURATED CONSUMPTION Josh
CURATED CONSUMPTION And Josh II
THIS IS A CHALLENGE …  and it has dangers
DANGERS DANGERS EVERYBODY can create content these days
DANGERS DANGERS Don’t try to fool your customers!
DANGERS DANGERS Great reach… shame about the target market BIG AD
How Can You Use Digital Marketing?
<ul><li>Branding  </li></ul><ul><li>Acquisition / Lead Generation  </li></ul><ul><li>Direct Response / Promotions   </li><...
CORPORATE TOUCHPOINTS Allowing companies to communicate with stakeholders 24/7
CORPORATE TOUCHPOINTS Allowing companies to communicate with stakeholders 24/7
PUBLIC SERVICES Allowing governments to communicate with citizens 24/7
CROSS-MEDIA INTEGRATION “ Anders & Henriette” financial services webisode
CONTENT EXTENSION  Big Brother in Second Life
COUNTRY BRANDING From Germany…
COUNTRY BRANDING … to Singapore
… and anywhere in between! COUNTRY BRANDING
COUNTRY BRANDING … even Turkey
COUNTRY BRANDING But… Is this REALLY the image Turkey wants to show the world?
COUNTRY BRANDING Particularly when you’ve got so much to offer?
COUNTRY BRANDING Denmark shows the way
COUNTRY BRANDING Denmark shows the way
Integrated clothing and technology PRODUCT DEVELOPMENT
NEW PRODUCT DEVELOPMENT PRODUCT DEVELOPMENT
PRODUCT DEVELOPMENT
PRODUCT DEVELOPMENT What will they think of next, eh?
EXAMPLE
BRITISH AIRWAYS British Airways web site
BRITISH AIRWAYS Executive Club
BRITISH AIRWAYS Executive Club
BRITISH AIRWAYS On Business – the business loyalty programme
BRITISH AIRWAYS E-mail newsletters
BRITISH AIRWAYS Banner advertising
BRITISH AIRWAYS Content sponsorships
BRITISH AIRWAYS B2B advertainment
EXAMPLE NIKE FOOTBALL
NIKE FOOTBALL Web sites and viral videos
NIKE FOOTBALL Branded games
Instant messaging applications NIKE FOOTBALL
NIKE ID Customise and buy your own football boots
EXAMPLE
EXAMPLE NISSAN
NISSAN NOTE – ICE AGE 2 Cross-channel campaign integration
NISSAN NOTE – ICE AGE 2 Cross-channel campaign integration
NISSAN NOTE – ICE AGE 2 Cross-channel campaign integration
NISSAN NOTE – ICE AGE 2 Cross-channel campaign integration
NISSAN NOTE – ICE AGE 2 Cross-channel campaign integration
EXAMPLE
Digital Marketing Strategy
<ul><li>Vision </li></ul><ul><li>New business concepts </li></ul><ul><ul><li>New products, services, experiences  </li></u...
<ul><li>Branding </li></ul><ul><li>Acquisition/Direct Response </li></ul><ul><li>Dynamic/Interactive  </li></ul><ul><li>Me...
THE PROCESS
Traditional marketing view Traditional on- and off-line communication Traditional on- and off-line communication Below the...
Marketing View Below the line Above the line CRM Digital New on- and off-line communication New on- and off-line communica...
<ul><li>Identify  ideal scenario </li></ul><ul><li>Measure  current position </li></ul><ul><li>Determine  waypoints </li><...
STRATEGIC DIRECTION The shortest way is not always the right way
STRATEGIC CHOICES You may find your strategy changes along the way
STRATEGIC PROCESS Constant goal setting, project planning and alignment
Where, why and how search visit info action Information requested Buy online (direct/retailer) Buy in store Information se...
STRATEGY CONCEPT DESIGN PRODUCTION EXECUTION Channel independent Channel dependent THE DIGITAL PROCESS Similarities, diffe...
<ul><li>What  do the users really need? </li></ul><ul><li>A process of identifying and matching the user’s particular need...
THE PAST Quaint… and ineffective
To the point – and sole reason why! THE FUTURE › Everything that’s already in the world  when you’re born is just normal.‹...
We help brands connect with their audiences! We help brands establish trust! We help brands interact with their customers!
 
Casper M ø ller CEO, T-Viral E:   [email_address] T:  +44 (0)20 7231 1320 42 Pump House Close London SE16 7HS United Kingd...
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T Viral Istanbul 21112006

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A presentation I did for the Turkish advertising association in Istanbul, November 2006. It looks at the various societal changes that have meant the rise of new ways of communication and gives examples and cases of how to use digital media to conduct your marketing communications.

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  • T Viral Istanbul 21112006

    1. 1. Digital Marketing - The Future is Now! Istanbul, November 21, 2006 Casper M øller, CEO
    2. 2. <ul><li>INDEX SLIDE INSERTED HERE!!! </li></ul><ul><li>INDEX </li></ul><ul><li>Introduction </li></ul><ul><li>What is Digital Marketing? </li></ul><ul><li>The Opportunity </li></ul><ul><li>Why Use Digital Marketing? </li></ul><ul><li>How Can You Use Digital Marketing? </li></ul><ul><li>Digital Marketing Strategy </li></ul>
    3. 3. Introduction
    4. 5. BRAND
    5. 6. HOW CAN YOU STAND OUT?
    6. 7. BRAND COMMUNICATION Who can shout the loudest?
    7. 8. Noise! This is what the consumers hear…
    8. 9. HOW DO YOU PLAN ON STANDING OUT?
    9. 10. <ul><li>THE WORLD </li></ul><ul><li>IS CHANGING </li></ul>… WHETHER WE LIKE IT OR NOT
    10. 11. “ If you don’t like change, you’re going to like irrelevance even less.” General Eric Shinseki, Chief of Staff, U.S. Army
    11. 12. Female Fever Eco-ecosystem Post-consumerism Modernism Generation C Transumerism Innovation Hypertasking LIFE CACHING MASSCLUSIVITY PLANNED SPONTANEITY CONFUSION Too many trends, and not a lot you can do about them Gravanity FLORIDASATION 5*STAR*LIVING Counter-Googling Dormandise EARLY BIRDING Diaspora Management HOME TROTTING IT-ISM MATURIALISM NOUVEAU NICHE POP-UP RETAIL SNOBMODDITIES SYMPVERTISING TRYVERTISING YOUNIVERSAL BRANDING VIRTUAL ANTHROPOLOGY BEING SPACES
    12. 13. IT’S NOT ABOUT TRENDS… CHANGE
    13. 14. IT’S ABOUT FUNDAMENTAL CHANGES CHANGE
    14. 15. ELVIS HAS LEFT THE BUILDING The marketing rule book has been torn up and thrown out the window
    15. 16. <ul><li>Supplier/customer relationships have changed: </li></ul><ul><li>Customers are less loyal to brands and companies than ever </li></ul><ul><li>Customers’ perceived and real needs are changing faster than ever </li></ul><ul><li>Some customers represent significantly higher LTV in comparison to “Mr. Average” </li></ul>RELATIONSHIPS
    16. 17. <ul><li>Hyperreality </li></ul><ul><li>Fragmentation </li></ul><ul><li>Consumer power </li></ul><ul><li>Experience economy </li></ul><ul><li>“ Opposite”-ism </li></ul>FUNDAMENTAL CHANGES The new reality
    17. 18. People live their lives across multiple or alternative existences HYPERREALITY It’s one big virtual Disneyland out there!
    18. 19. HYPERREALITY “ The World”, Dubai, United Arab Emirates
    19. 20. HYPERREALITY Las Vegas
    20. 21. HYPERREALITY Virtual, rather than real, communication Young people are scorning social interaction for virtual relationships.
    21. 22. HYPERREALITY MySpace has 120 million members
    22. 23. HYPERREALITY A sample MySpace profile
    23. 24. HYPERREALITY “ Anika” was created by MTV and T-Viral for a marketing campaign IMPRESSIVE NUMBERS … ESPECIALLY CONSIDERING SHE DOESN’T EXIST!
    24. 25. Proliferation of media and consumption choices has meant that the rulebook gets thrown out the window FRAGMENTATION
    25. 26. 300 FRAGMENTATION In the UK alone there are more than 300 TV channels
    26. 27. Demographics are no longer enough FRAGMENTATION
    27. 28. ONE “SIZE” NO LONGER FITS ALL
    28. 29. Product and media consumption proliferates ONE “SIZE” NO LONGER FITS ALL
    29. 30. Consumers have got a VOICE… and can make or break a brand CONSUMER POWER
    30. 31. EXPERIENCE ECONOMY Luxury consumption has shifted
    31. 32. THE OLD VALUE CHAIN
    32. 33. <ul><li>Resources </li></ul>Goods/services Solutions EXPERIENCES THE NEW VALUE CHAIN
    33. 34. <ul><li>EXPERIENCES </li></ul><ul><li>= </li></ul><ul><li>KNOWLEDGE! </li></ul>
    34. 35. “ OPPOSITE”-ISM =
    35. 36. STIMULI ORGANISM RESPONSE WHITE NOISE ??? INDIFFERENCE THE COMMUNICATION MODEL The old model is now officially dead!
    36. 37. TRADITIONAL COMMUNICATION Above the Line: One to many communication BRAND X CUSTOMERS
    37. 38. Perceived, rather than real, customer feedback AUTO-COMMUNICATION
    38. 39. BRAND COMMUNICATION + CUSTOMERS = RESPONSE APATHY or DO YOU GET A RESPONSE? Do your customers care about what you try to tell.. and SELL?
    39. 40. EVOLVED COMMUNICATION BRAND X THE CUSTOMER One-to-one communication: a TRUE dialogue. BTL at its best.
    40. 41. THE NEW MARKETING PARADIGM The power of digital channels CUSTOMERS CUSTOMERS
    41. 42. <ul><li>BRANDS </li></ul><ul><li>ARE NO LONGER </li></ul><ul><li>IN CONTROL </li></ul>
    42. 43. IT’S MORE IMPORTANT THAN EVER… <ul><li>To know your customers </li></ul><ul><li>To know how to communicate WITH your customers </li></ul><ul><li>To deliver what THEY want… when they want it </li></ul>
    43. 44. ARE THESE PEOPLE YOUR CUSTOMERS?
    44. 45. … OR ARE THESE YOUR CUSTOMERS?
    45. 46. From auto communication… CLARITY
    46. 47. CLARITY To true INTERACTION, CUSTOMER DIALOGUE & PURCHASES
    47. 48. BRAVE NEW WORLD Are you ready for it?
    48. 49. What is Digital Marketing?
    49. 50. Email on the move TECHNOLOGY IS CHANGING
    50. 51. UMPC – Ultra-mobile PC. Laptop power in the size of a PDA TECHNOLOGY IS CHANGING
    51. 52. Get content anywhere TECHNOLOGY IS CHANGING
    52. 53. View content anywhere TECHNOLOGY IS CHANGING
    53. 54. The Media Center PC – the new heart of the home? TECHNOLOGY IS CHANGING
    54. 55. Watch your TV away from home TECHNOLOGY IS CHANGING
    55. 56. CONTENT VS. MEDIA Not necessarily all life-changing… + ?
    56. 57. DIGITAL CHANNELS DIGITAL CHANNELS PODCASTS GAMES E-MAIL MOBILE PHONES VIRAL ELEMENTS VIDEO INSTANT MESSAGING BLOGS WEB SITES SEM BANNERS Some examples of digital channels
    57. 58. WEB <ul><ul><li>Sell products and services online </li></ul></ul>
    58. 59. WEB <ul><ul><li>Increase brand awareness </li></ul></ul>
    59. 60. WEB <ul><ul><li>Bring your brand to life </li></ul></ul>
    60. 61. WEB <ul><ul><li>Build your own car… and DRIVE it! </li></ul></ul>
    61. 62. WEB <ul><ul><li>Online origami from BMW </li></ul></ul>
    62. 63. Source: IAB 2006 MTV Starzine – Creative Showcase winner, September 2005 WEB – EXCITING AD FORMATS <ul><ul><li>Rich media, video banners, tenancies, micro sites, sponsorships, email </li></ul></ul>
    63. 64. User makes a search Contact A company presents itself in the search engine WEB - SEM <ul><ul><li>Search Engine Optimisation </li></ul></ul>
    64. 65. WEB - ADVERTAINMENT <ul><ul><li>Increase brand awareness </li></ul></ul>
    65. 66. WEB - ADVERTAINMENT
    66. 67. 34% WEB - ADVERTAINMENT <ul><ul><li>… and drive conversions </li></ul></ul>
    67. 68. WEB - ADVERTAINMENT <ul><ul><li>Even serious companies can do advertainment and viral marketing </li></ul></ul>
    68. 69. BLOGS <ul><ul><li>Social media marketing spend is becoming big business </li></ul></ul>
    69. 70. PODCASTS <ul><ul><li>Users actively choose to engage with social media </li></ul></ul>
    70. 71. EMAIL <ul><ul><li>Product focused email </li></ul></ul>
    71. 72. EMAIL <ul><ul><li>Loyalty focused email </li></ul></ul>
    72. 73. VIRAL MARKETING <ul><ul><li>Viral videos </li></ul></ul>
    73. 74. VIRAL MARKETING <ul><ul><li>Viral videos </li></ul></ul>
    74. 75. INSTANT MESSAGING <ul><ul><li>Channel extension and engagement </li></ul></ul>
    75. 76. DESKTOP APPLICATIONS <ul><ul><li>Useful tools for the user to have on their desktops… </li></ul></ul>
    76. 77. DESKTOP APPLICATIONS <ul><ul><li>And a great way to increase brand awareness </li></ul></ul>
    77. 78. Estimated cost to build: $80,000 Confirmed revenues: $20 million + DING… $ $ $
    78. 79. INTERACTIVE POSTERS What looks like an ordinary street poster
    79. 80. INTERACTIVE POSTERS Allows you to interact and download your own ring tone
    80. 81. INTERACTIVE POSTERS Or how about printing your own?
    81. 82. INTERACTIVE MIRRORS
    82. 83. HOLOGRAPHIC PROJECTIONS Just about any product can be re-produced in a 3D hologram
    83. 84. The Opportunity
    84. 85. Global, extensive reach More than 1 billion Internet users in the world 250 million have broadband Source: eMarketer, May 2006 THE NUMBERS
    85. 86. 62% of UK population is now online & 71% are using broadband Source: IAB 2005 Broadband users are far more active online, spending twice as long online as narrowband users and viewing 3.5 times as many web pages * UPTAKE HAS BEEN FAST
    86. 87. It is currently a relatively small market… In Turkey: 16 million Internet users 2.5 million broadband users – 1.72 end of 2005 Source: CIA World Factbook, 2005 Source: wi-fitechnology.com & Quantum-Web TURKEY
    87. 88. But one that is growing fast!! In 2015: 24 million broadband users in Turkey CAGR: 31%! Source: Quantum-Web TURKEY
    88. 89. Phones: 20 million fixed lines in Turkey 48.7 million mobile phone users Source: Turkcell, Telecommunications Authority, 2006 TURKEY
    89. 90. <ul><li>26% of people’s </li></ul><ul><li>media time is </li></ul><ul><li>spent online </li></ul><ul><li>on an average </li></ul><ul><li>weekday </li></ul><ul><li>Source: BMRB Internet Monitor 2005 </li></ul>MEDIA CONSUMPTION
    90. 91. Q: If you had to live on a deserted island and could take only one of the following with you, which would you take? Base = 1,000 online households Source: Ipsos U.S. Express, August 2004 CHANGING MEDIA CONSUMPTION Consumers can’t live without the Internet INTERNET Newspaper subscription 1 % Cell phone 4 % Radio 6 % TV 6 % Large supply of books 18 % Computer with Internet access 64 %
    91. 92. <ul><li>Have these </li></ul><ul><li>changes had </li></ul><ul><li>an impact </li></ul><ul><li>on advertising? </li></ul>MEDIA CONSUMPTION
    92. 93. GLOBAL ADVERTISING SPEND <ul><li>Internet ad spending will account for 7.0 percent of global ad spend in 2008 </li></ul><ul><li>Online advertising spend is expected to reach </li></ul><ul><ul><li>$23.9 billion in 2006 </li></ul></ul><ul><ul><li>$28.6 billion in 2007 </li></ul></ul><ul><ul><li>$32.5 billion in 2008 </li></ul></ul><ul><ul><li>= an increase of 75% from the $18.5 billion in 2005 </li></ul></ul>Sources: ZenithOptimedia report, ClickZ
    93. 94. GLOBAL INTERNET ADVERTISING $24.1bn An increase by 30 per cent this year. A predicted increase by 84 per cent to 2008. Source: ZenithOptimedia report, Financial Times, 01/10/2006 2005 - 2008
    94. 95. US ONLINE ADVERTISING Source: 2004 AAF Survey of Industry Leaders on Advertising Trends 8.5% 15% 17% 2007 17.5% 10% 8.35% 2004 25% 2% 5.25% 2001 % Reporting “ Zero” Median Budget Allocated To Online Ads Year Percentage of Media Budget Allocated to Online Ads (average of all respondents)
    95. 96. UK ADVERTISING Source: ZenithOptimedia report, Financial Times, 01/10/2006 The Internet’s share of UK advertising is forecasted at 12.9% for 2006
    96. 97. £1,366.4m market in 2005 UK ONLINE ADVERTISING Source: IAB Equivalent to $2.587 billion USD
    97. 98. 65.6% increase 2005 vs. 2004 UK ONLINE ADVERTISING Source: IAB
    98. 99. <ul><li>So where does </li></ul><ul><li>this money go? </li></ul>ONLINE ADVERTISING
    99. 100. EMERGING MARKETING TECHNIQUES Source: CMO Magazine, April 2005
    100. 101. ONLINE ADVERTISING SPEND Source: ZenithOptimedia report, Financial Times, 01/10/2006 Search engine marketing is believed to account for more than half of all Internet advertising spend.
    101. 102. <ul><li>Who is spending it? </li></ul>ONLINE ADVERTISING
    102. 103. GLOBAL ADVERTISING SPEND Source: ZenithOptimedia report, MediaPost 2005 Biggest sectors in online ad spend $ 700 million Automobile $1.3 billion Retailers $1.5 billion Telecommunications $1.6 billion Financial services
    103. 104. Why Use Digital Marketing?
    104. 105. WHY USE DIGITAL MARKETING? “ Catch the next wave before it catches you”
    105. 106. WHY?
    106. 107. BECAUSE IT WORKS!
    107. 108. Source: NMA Oct 2005, Brand Republic 2006 IT WORKS! Information now readily available to advertisers about online effectiveness
    108. 109. THE CONSUMER PROCESS Digital, unlike all other, channels offer a return path Brand awareness measuring the level of familiarity with the brand Message association measuring how messages are linked to brand Brand favourability see if respondents have positive opinions to brand Purchase consideration likelihood of consumer purchasing the brand Actual purchase
    109. 110. Online advertising spend INTEGRATED CAMPAIGNS WORK Brand awareness lift - TV: 17% - TV & online: 45% Source: Dynamic Logic Europe Online works well with other media
    110. 111. ADVERTISING EXPOSURE <ul><li>Additional ad exposure increases brand awareness </li></ul><ul><li>Awareness is 2.5 X higher among those with 10 exposures versus those with 1 exposure </li></ul><ul><li>Diminishing effectiveness after three exposures </li></ul>Exposure Frequency Point Change Effective Frequency For Brand Awareness Effective frequency
    111. 112. Branding effect Marketing spend Television Internet DIMINISHING RETURNS Synergy Pattern TV & Online
    112. 113. COST DRIVERS vs. ROI AWP % $/AWP % Ca. 20 % Internet TV COST/BENEFIT Source: MINDSHARE Using the Internet is the most cost-efficient way to create your first 20% awareness
    113. 114. COST/BENEFIT Driving low cost awareness
    114. 115. Source: Dynamic Logic MarketNorms MarketNorms data through June 30, 2004; N=199 European campaigns, n=163,262 respondents Percent Online Ad Effectiveness, European Averages ONLINE BUILDS BRANDS +5.4% <ul><li>Which of the following [brands, products] have you heard of before?” </li></ul><ul><li>Of those who had not seen the online ad, 68.9% were aware of the brand </li></ul><ul><li>Of those who had seen the online ad, 72.6% were aware of the brand </li></ul><ul><li>So, the ad caused a 5.4% increase in awareness </li></ul>
    115. 116. Percent Source: Dynamic Logic MarketNorms ONLINE BUILDS BRANDS Online Ad Effectiveness, European Averages +5.4% +45.3% +21.6% +5.6% +5.0%
    116. 117. IMPACT ON BRAND ATTRIBUTES % Lift Source: NFO/Infratest Study Both media impact key brand attributes separately yet are more powerful together
    117. 118. As a result of using the Internet 42% 74% 76% 42 77% Changed their mind about a brand they were going to buy and switched to a different brand Have personally researched and looked for information about a product or service before making a purchase Felt that the internet helps them make a more informed purchase decision Agreed that if they saw a negative review on the internet about a product or brand they would think twice about buying it Source: AOL Brand World Research 2005 PERCEPTION AND BEHAVIOUR Changing perceptions and behaviours through online
    118. 119. Source: IAB 2005 <ul><ul><li>Lots of case studies, research and data showing that online advertising improves brand metrics such as awareness and favourability </li></ul></ul>IT IS EFFECTIVE
    119. 120. Source: 2004 AAF Survey of Industry Leaders on Advertising Trends THE BENEFITS There are several benefits to using digital and online marketing
    120. 121. Source: 2004 AAF Survey of Industry Leaders on Advertising Trends THE BENEFITS Measurable ROI
    121. 122. Source: 2004 AAF Survey of Industry Leaders on Advertising Trends THE BENEFITS Geographic, demographic and psychographic targeting
    122. 123. Source: 2004 AAF Survey of Industry Leaders on Advertising Trends THE BENEFITS Can massively increase effectiveness of traditional advertising
    123. 124. <ul><li>Integrated campaigns offer more bang for the buck! </li></ul>KEY LESSON
    124. 125. <ul><li>10 – 15% </li></ul>Online advertising spend RECOMMENDED DIGITAL SPEND Optimal media mix includes 10 – 15% spend on digital
    125. 126. <ul><li>US: 6% </li></ul><ul><li>UK: 7.8% </li></ul>Online advertising spend CURRENT DIGITAL MEDIA SPEND As a percentage of total advertising spend
    126. 127. Source: NMR, Top 20 advertiser’s spend in 2005 UK TOP 20 ADVERTISERS Total spend Internet spend % spent online % spend on all other media Top 20 advertisers 1,757,128,753 30,683,912 1.75 98.25 Unilever UK Ltd 217,374,235 467,782 0.22 99.78 Procter & Gamble Ltd 183,764,561 531,664 0.29 99.71 COI Communications 168,949,805 1,536,482 0.91 99.09 BSkyB Ltd 104,769,013 9,832,258 9.38 90.62 L'Oreal Golden Ltd 103,712,826 171,439 0.17 99.83 DFS Furniture 93,461,848 0 0.00 100.00 Masterfoods 79,091,280 381,082 0.48 99.52 Orange Plc 77,778,373 5,842,074 7.51 92.49 BT Ltd 76,469,097 1,494,089 1.95 98.05 Nestle 68,510,585 283,873 0.41 99.59 Reckitt Benckiser Ltd 67,473,880 10,324 0.02 99.98 Vauxhall Motors Ltd 63,460,028 497,881 0.78 99.22 Tescos Plc 62,885,215 197,954 0.31 99.69 Ford Motor Company Ltd 62,807,418 867,839 1.38 98.62 Renault Uk Ltd 60,126,322 709,243 1.18 98.82 Kellogg Company 58,840,448 0 0.00 100.00 Lloyds TSB Plc 56,139,386 161,677 0.29 99.71 Sainsbury's 52,925,167 80,653 0.15 99.85 Vodafone Ltd 50,572,728 300,328 0.59 99.41 Capital One 48,016,538 7,317,270 15.24 84.76
    127. 128. Source: NMR, Top 20 advertiser’s spend in 2005 UK TOP 20 ADVERTISERS Total spend Internet spend % spent online % spend on all other media Top 20 advertisers 1,757,128,753 30,683,912 1.75 98.25 Unilever UK Ltd 217,374,235 467,782 0.22 99.78 Procter & Gamble Ltd 183,764,561 531,664 0.29 99.71 COI Communications 168,949,805 1,536,482 0.91 99.09 BSkyB Ltd 104,769,013 9,832,258 9.38 90.62 L'Oreal Golden Ltd 103,712,826 171,439 0.17 99.83 DFS Furniture 93,461,848 0 0.00 100.00 Masterfoods 79,091,280 381,082 0.48 99.52 Orange Plc 77,778,373 5,842,074 7.51 92.49 BT Ltd 76,469,097 1,494,089 1.95 98.05 Nestle 68,510,585 283,873 0.41 99.59 Reckitt Benckiser Ltd 67,473,880 10,324 0.02 99.98 Vauxhall Motors Ltd 63,460,028 497,881 0.78 99.22 Tescos Plc 62,885,215 197,954 0.31 99.69 Ford Motor Company Ltd 62,807,418 867,839 1.38 98.62 Renault Uk Ltd 60,126,322 709,243 1.18 98.82 Kellogg Company 58,840,448 0 0.00 100.00 Lloyds TSB Plc 56,139,386 161,677 0.29 99.71 Sainsbury's 52,925,167 80,653 0.15 99.85 Vodafone Ltd 50,572,728 300,328 0.59 99.41 Capital One 48,016,538 7,317,270 15.24 84.76
    128. 129. Source: NMR, Top 20 advertisers’ spend in 2005 TOP 20 ADVERTISERS SPEND BY MEDIA UK data 2005 TV 50 % Radio 6 % Outdoor 9 % Newspaper 13 % Magazines 8 % Direct mail 9 % Cinema 3 % Internet 2 %
    129. 130. BUT There is ONE major problem afflicting traditional advertising…
    130. 131. <ul><li>Falling </li></ul><ul><li>marginal </li></ul><ul><li>advertising </li></ul><ul><li>EFFECTIVENESS! </li></ul>
    131. 132. IN THE GOOD OLD DAYS… It was all about selling an image
    132. 133. Then it all became about telling a story IN THE GOOD OLD DAYS…
    133. 134. Then it all became about telling a story IN THE GOOD OLD DAYS…
    134. 135. <ul><li>THESE DAYS… </li></ul>Online advertising spend
    135. 136. <ul><li>CONSUMERS </li></ul><ul><li>ARE TIRED </li></ul><ul><li>OF </li></ul><ul><li>LISTENING! </li></ul>
    136. 137. … Unless your story is very compelling to them or it has been promoted by a trusted third party consumer
    137. 138. INSTEAD OF TELLING YOUR STORY…
    138. 139. LET CONSUMERS TELL THEIRS!
    139. 140. GIVE THEM A PLATFORM Coke was initially slow to react Do you know what can be done with a bottle of Diet Coke and a handful of Mentos ? These guys do!
    140. 141. GIVE THEM A PLATFORM But has now wholeheartedly embraced the phenomenon
    141. 142. Instead of TELLING A STORY … Create the TOOLS to allow a story to be told
    142. 143. CO-CREATION THE NAME OF THE GAME
    143. 144. Are not just about CONSUMPTION It’s as much about PARTICIPATION CONSUMERS…
    144. 145. THE PARTICIPATION ARENA
    145. 146. We’ve all heard about Generation X And then came Generation Y
    146. 147. Now it is all about… GENERATION C
    147. 148. GENERATION C(ONTENT) Self-broadcast
    148. 149. GENERATION C(ONTENT) Self-publish
    149. 150. GENERATION C(ONTENT) Self-publish
    150. 151. Generation C changes the rules of consumption
    151. 152. CURATED CONSUMPTION Bill
    152. 153. CURATED CONSUMPTION CURATED CONSUMPTION Josh
    153. 154. CURATED CONSUMPTION And Josh II
    154. 155. THIS IS A CHALLENGE … and it has dangers
    155. 156. DANGERS DANGERS EVERYBODY can create content these days
    156. 157. DANGERS DANGERS Don’t try to fool your customers!
    157. 158. DANGERS DANGERS Great reach… shame about the target market BIG AD
    158. 159. How Can You Use Digital Marketing?
    159. 160. <ul><li>Branding </li></ul><ul><li>Acquisition / Lead Generation </li></ul><ul><li>Direct Response / Promotions </li></ul><ul><li>CRM </li></ul>DANGERS WHAT IT IS USED FOR?
    160. 161. CORPORATE TOUCHPOINTS Allowing companies to communicate with stakeholders 24/7
    161. 162. CORPORATE TOUCHPOINTS Allowing companies to communicate with stakeholders 24/7
    162. 163. PUBLIC SERVICES Allowing governments to communicate with citizens 24/7
    163. 164. CROSS-MEDIA INTEGRATION “ Anders & Henriette” financial services webisode
    164. 165. CONTENT EXTENSION Big Brother in Second Life
    165. 166. COUNTRY BRANDING From Germany…
    166. 167. COUNTRY BRANDING … to Singapore
    167. 168. … and anywhere in between! COUNTRY BRANDING
    168. 169. COUNTRY BRANDING … even Turkey
    169. 170. COUNTRY BRANDING But… Is this REALLY the image Turkey wants to show the world?
    170. 171. COUNTRY BRANDING Particularly when you’ve got so much to offer?
    171. 172. COUNTRY BRANDING Denmark shows the way
    172. 173. COUNTRY BRANDING Denmark shows the way
    173. 174. Integrated clothing and technology PRODUCT DEVELOPMENT
    174. 175. NEW PRODUCT DEVELOPMENT PRODUCT DEVELOPMENT
    175. 176. PRODUCT DEVELOPMENT
    176. 177. PRODUCT DEVELOPMENT What will they think of next, eh?
    177. 178. EXAMPLE
    178. 179. BRITISH AIRWAYS British Airways web site
    179. 180. BRITISH AIRWAYS Executive Club
    180. 181. BRITISH AIRWAYS Executive Club
    181. 182. BRITISH AIRWAYS On Business – the business loyalty programme
    182. 183. BRITISH AIRWAYS E-mail newsletters
    183. 184. BRITISH AIRWAYS Banner advertising
    184. 185. BRITISH AIRWAYS Content sponsorships
    185. 186. BRITISH AIRWAYS B2B advertainment
    186. 187. EXAMPLE NIKE FOOTBALL
    187. 188. NIKE FOOTBALL Web sites and viral videos
    188. 189. NIKE FOOTBALL Branded games
    189. 190. Instant messaging applications NIKE FOOTBALL
    190. 191. NIKE ID Customise and buy your own football boots
    191. 192. EXAMPLE
    192. 193. EXAMPLE NISSAN
    193. 194. NISSAN NOTE – ICE AGE 2 Cross-channel campaign integration
    194. 195. NISSAN NOTE – ICE AGE 2 Cross-channel campaign integration
    195. 196. NISSAN NOTE – ICE AGE 2 Cross-channel campaign integration
    196. 197. NISSAN NOTE – ICE AGE 2 Cross-channel campaign integration
    197. 198. NISSAN NOTE – ICE AGE 2 Cross-channel campaign integration
    198. 199. EXAMPLE
    199. 200. Digital Marketing Strategy
    200. 201. <ul><li>Vision </li></ul><ul><li>New business concepts </li></ul><ul><ul><li>New products, services, experiences </li></ul></ul><ul><li>Marketing, advertising, PR </li></ul>APPLYING THE KNOWLEDGE
    201. 202. <ul><li>Branding </li></ul><ul><li>Acquisition/Direct Response </li></ul><ul><li>Dynamic/Interactive </li></ul><ul><li>Measurable/Accountable </li></ul>THE STRENGTHS
    202. 203. THE PROCESS
    203. 204. Traditional marketing view Traditional on- and off-line communication Traditional on- and off-line communication Below the line Above the line TTL TTL DIGITAL MARKETING BRAND DIGITAL MARKETING
    204. 205. Marketing View Below the line Above the line CRM Digital New on- and off-line communication New on- and off-line communication BRAND DIGITAL MARKETING The new marketing view
    205. 206. <ul><li>Identify ideal scenario </li></ul><ul><li>Measure current position </li></ul><ul><li>Determine waypoints </li></ul><ul><li>Plan process </li></ul>DIGITAL STRATEGY
    206. 207. STRATEGIC DIRECTION The shortest way is not always the right way
    207. 208. STRATEGIC CHOICES You may find your strategy changes along the way
    208. 209. STRATEGIC PROCESS Constant goal setting, project planning and alignment
    209. 210. Where, why and how search visit info action Information requested Buy online (direct/retailer) Buy in store Information sent SEO PPC Sponsorship Partner Viral Advertising Etc. Campaign Product Service Brand Company INTEGRATION A simplified explanation of the process from usage to purchase
    210. 211. STRATEGY CONCEPT DESIGN PRODUCTION EXECUTION Channel independent Channel dependent THE DIGITAL PROCESS Similarities, differences and media agencies
    211. 212. <ul><li>What do the users really need? </li></ul><ul><li>A process of identifying and matching the user’s particular needs to the company’s relevant products, services and online offerings </li></ul><ul><li>This process shapes each user’s individual experience at the digital touchpoints </li></ul>USER NEEDS
    212. 213. THE PAST Quaint… and ineffective
    213. 214. To the point – and sole reason why! THE FUTURE › Everything that’s already in the world when you’re born is just normal.‹ Douglas Adams, Author of The Hitchhiker's Guide to the Galaxy
    214. 215. We help brands connect with their audiences! We help brands establish trust! We help brands interact with their customers!
    215. 217. Casper M ø ller CEO, T-Viral E: [email_address] T: +44 (0)20 7231 1320 42 Pump House Close London SE16 7HS United Kingdom I: www.t-viral.com
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