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

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.

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

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.

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.

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?

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.

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

Search Engine Optimization

Past

Keyword Stuffing

Rampant Link Exchanges

Strategic Keyword

Placement

Today

Quality Content

Fierce Competition

Future

Online “Hubs”

Growing Your Online Presence Raising Awareness Facebook YouTube Flickr Wikipedia Twitter Now Public Raising Funds Network for Good Neon Fundraising Good Search

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?

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

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.

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

Questions and Panel Discussion