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Robert Phillips Future Trends In Digital Deck 2
 

Robert Phillips Future Trends In Digital Deck 2

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Robert Philips, Digital strategist, Marsteller Interactive presentation from "Thriving and Surviving in Uncertain Times: Digital Marketing Techniques for Non-Profits" in Dallas, TX

Robert Philips, Digital strategist, Marsteller Interactive presentation from "Thriving and Surviving in Uncertain Times: Digital Marketing Techniques for Non-Profits" in Dallas, TX

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Robert Phillips Future Trends In Digital Deck 2 Robert Phillips Future Trends In Digital Deck 2 Presentation Transcript

  • Future Trends in Digital Marketing Robert Philips, Digital Strategist Burson-Marsteller
  • Who is in control? “ The power is with the consumer. Consumers are beginning, in a very real sense, to own our brands and participate in their creation. We need to begin to learn to let it go…” - A.G. Lafley, CEO, P&G Company
  • Dawn of the Dialog Age Eras of Communication Merchant to Customer (pre-1930’s) Mass Marketing (1930-present) Dialog Age (present-?) Depth: Deep Breadth: Narrow Depth: Shallow Breadth: Broad Depth: Deep Breadth: Broad We Are Here Scott Anderson Hewlett-Packard
  • Way Back Yesterday Now Media Individual Radio TV Newspapers Media Individual TV Remote Internet E-mail Media Individual Search Engines Blogs TIVO Social Networks
  • 21 st Century Economy = The exponential power of Internet influencers : = 20 th Century Economy
  • Forrester Research and Intelliseek 0 20 40 60 80 100 Text ads on mobile phones Online banner ads Product Placements Ads before movies Search engine ads Brand sponsorships Radio TV Magazine Newspaper Consumer opinions posted online Email I signed up for Brand Web sites Recommendations from consumers Trust Somewhat Trust “completely”
    • As a Result
    • Digital marketing is
    • greatly increasing, while
    • traditional marketing is
    • decreasing.
    • Many of the popular
    • digital marketing
    • channels (YouTube,
    • Google, Facebook)
    • provide special
    • opportunities for
    • nonprofits
    • Video is Leading the Way
    • Marketers are bypassing
    • televisions in the hopes of
    • create the next viral
    • video sensation.
    • For nonprofit organizations,
    • online videos can be a very
    • effective way to help gain
    • online exposure.
    • Websites
    • Websites can no longer be a
    • static e-brochures.
    • Open source tools have
    • leveled the playing field for
    • Websites.
    • Nonprofit organizations can
    • position their Web sites as
    • an online destination for
    • volunteers, donors, media,
    • policy makers and other
    • target audiences.
    Note strong calls to donate, participate and help raise awareness
    • Mobile, Mobile, Mobile
    • Recent Past
      • Mobile Websites were typically
      • reserved for large online
      • publishers
    • Today
      • iPhones and Blackberries are
      • cheaper and greatly increasing
      • the # of visitors accessing mobile sites.
      • Technology via new CMS is
      • making it easier to produce mobile
      • sites.
    • Growing Your Online Presence
    • The online environment is
    • becoming very decentralized.
    • Having a Website as your
    • online presence is no longer
    • sufficient.
    • Organizations, including
    • nonprofits, need to evaluate
    • and perhaps establish its
    • presence on social media
    • sites.
    Will the future online environment follow Skittles lead?
    • Search Engine Optimization
    • Past
      • Keyword Stuffing
      • Rampant Link Exchanges
      • Strategic Keyword
      • Placement
    • Today
      • Quality Content
      • Fierce Competition
    • Future
      • Online “Hubs”
    Search engines – modern newspaper front page
    • Growing Your Online Presence
    • Raising Awareness
      • Facebook
      • YouTube
      • Flickr
      • Wikipedia
      • Twitter
      • Now Public
    • Raising Funds
      • Network for Good
      • Neon Fundraising
      • Good Search
    • Social Networking Sites
    • Past
      • Younger audience
      • More limited competition
      • Simpler functionality/tools
    • Today & the Future
      • Attract wider range of ages which will continue to grow
      • Fierce competition
      • Widely utilized by nonprofit organizations and causes
    Facebook’s growth has been monumental, but will it last?
    • Online Media Relations
    • Past
      • Press Releases
      • Media Events
      • Pitching Journalists
      • Daily Media Monitoring
    • Today & Future
      • Social Media Press Releases
      • Online Media Events
      • Daily Social Media
      • Monitoring
    AP is now including online events in their day books.
  • Questions and Panel Discussion