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View stunning SlideShares in full-screen with the new Android app!View stunning SlideShares in full-screen with the new iOS app!
YouTube (online video) #1 Justin Bieber - Baby ft. Ludacris; 476 million views Angry Birds (mobile gaming) As of December 2010 over 50 million copies have been sold across all platforms. FarmVille (social gaming) 25 Millions Facebook fans since September 2010 Over 62 million active usersMonday 30 May 2011
Engaging experiences can change behaviour... !Monday 30 May 2011
“Anywhere defines a world that connects all people and all the things we care about. A global communications network will free us to go wherever we want without leaving information, entertainment or anything else behind.” Anywhere: How Global Connectivity is Revolutionizing the Way We Do Business by Emily Nagle Green; McGraw-Hill; 2009 !Monday 30 May 2011
Evolution of Online Relationship Direct Results !! Value: Web as a relationship management Experimentation platform !! Value: !! Primary Goals: Web as a direct results platform Engaging prospects and customers outside of their Web site !! Value: !! Primary Goals: Web as a promotional vehicle Drive traffic and lead generation !! Secondary Goals: Lead generation, drive traffic, thought !! Primary Goals: !! Secondary Goals: leadership and branding Trial a new media concept, gain eyeballs, Thought leadership and branding build brand and drive awareness !! Measurements: Cost of sales, customer retention, !! Measurements: brand penetration and measurements !! Measurements: CPL, CPC, brand measurements from direct results stage Cost per impression confirmed through surveys !! Marketing Tactics: !! Marketing Tactics: !! Marketing Tactics: –! Company beachhead in –! Branding – buttons, banners –! Search ads relevant communities –! E-mail – newsletters, list rentals –! Lead generation – white papers, –! Integration of content in webcasts mobile apps –! Branding - IMUs, larger units, –! Lead nurturing via social CRM microsites –! Successful tactics from direct –! E-mail – list rentals results stage 1996-2003 2004-2009 2010-2015 Source: Toolbox.com 15Monday 30 May 2011