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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

Published in: Business, Technology

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  • Transcript

    • 1. Future Trends in Digital Marketing Robert Philips, Digital Strategist Burson-Marsteller
    • 2. 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
    • 3. 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
    • 4. Way Back Yesterday Now Media Individual Radio TV Newspapers Media Individual TV Remote Internet E-mail Media Individual Search Engines Blogs TIVO Social Networks
    • 5. 21 st Century Economy = The exponential power of Internet influencers : = 20 th Century Economy
    • 6. 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”
    • 7.
      • 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
    • 8.
      • 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.
    • 9.
      • 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
    • 10.
      • 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.
    • 11.
      • 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?
    • 12.
      • 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
    • 13.
      • Growing Your Online Presence
      • Raising Awareness
        • Facebook
        • YouTube
        • Flickr
        • Wikipedia
        • Twitter
        • Now Public
      • Raising Funds
        • Network for Good
        • Neon Fundraising
        • Good Search
    • 14.
      • 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?
    • 15.
      • 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.
    • 16. Questions and Panel Discussion

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