How Consumers Spend 33% of Their Time Online
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This document discusses the importance of understanding internet usage and how marketers can strategically leverage the internet. It notes that consumers now spend about 33% of their time online for information, communication, entertainment, convenience and a sense of belonging. When used strategically and not just tactically, the internet can be used successfully in online retailing, financial services, education, travel, research, and collaboration. The document provides examples of how brands can create fan bases, do direct marketing and communication, strengthen their brand equity, do research, and build trust online. It advocates developing an internet segmentation strategy, defining internet objectives, and measuring results to make internet marketing part of an effective total communications plan.
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How Consumers Spend 33% of Their Time Online
- 3. Good or Bad, it cannot be ignored Consumers depend on the internet. And as smart marketers, it’s our job to understand why and exploit that understanding.
- 4. It’s strategic. Not tactical! Internet Marketing Seminar. Bratislava. Sep 29, 2010.
- 5. 33% of the consumer’s time In the consumer’s life, internet usage can take up 33% of their time. What are they likely to be doing, when they are on-line?
- 6. Internet time is ‘me’ time For information. For personal communications. For entertainment. For convenience (e.g. shopping). For a feeling of belonging.
- 7. It’s a successful business model On-line retailing. On-line financial services. On-line learning. Travel & Tourism. Research and information. Cross-border collaboration.
- 8. Internet communications ... Low cost. Quick turnaround. Measurable. Interactive. It’s BTL. Fear of being left out. ... wrong reasons
- 9. Smart planning will make internet strategic S T E M
- 10. Segmentation of internet users (example)
- 11. 2 common & 3 uncommon uses Creating a fan base. Direct Marketing & Communications. Strengthen Brand Equity. Research. Build Trust.
- 14. Thank you. For more information : + 36 30 554 1579.sam.moorthy@icons-images.com (Copyrights : This presentation is the intellectual property of Icons & Images Kft. All film and picture copyrights are acknowledged and belong to their respective owners.)
Editor's Notes
- It challenged our thinking – in fantasy and in reality.Boundaries between real and virtual blurred.Real time messaging became chatting.We started thinking differently.But the internet was very simple those days.
- Fast forward to present day.It’s tough to think of any aspect of our lives that the internet hasn’t touched.But the debate about ‘good’ or ‘bad’ still goes on. Resolving that is not our job.
- We’re still discovering the true potential of the internet.Marketers and communication experts want to know how far they can take it.Thinking about the internet as a tactical tool is wrong.
- Quality time that the consumer spends on the internet is limited to a max of 8 hours a day.What’s he likely to be doing at that time?
- Internet time is spent on activities that bring pleasure.Or on things that make life easier.It’s not a serious activity.
- Equally, businesses have understood this and have developed tools to exploit it.So far, it’s all limited to transactions.
- The internet offers vast opportunities for those willing to exploit it.Fact is that using the internet as a communication tool requires a change in mind-set.A different approach to planning, and developing communications.
- Speak about the details of the STEM model.
- Talk through the segmentation example.
- Introduce the thoughts.
- HOG is more than an owner’s group. It’s a way oh thinking and a way of life.Sziget is the annual gathering of music fans in Central Europe. Lately, large bands have come in.
- On-line retailing elevated to a fine art.
- Pedigree website does not talk about dog food alone!The AXE website allows you to play games in line with brand equity and images.
- Naming of the new bridge across the Danube in Budapest. Almost became a fiasco.The online research prompted a change in ending for the film ‘Snakes on a Plane’
- If BP (during the gulf oil spill) and various airlines or Eurocontrol (during the ash cloud crisis) had stayed in touch with the affected public, a huge embarrassment could have been avoided.Missed opportunities.
- Talk through
- Talk through.
- Wrap up.