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Presentation from Unsummit08 held at The Local, Minneapolis, MN.

Presentation from Unsummit08 held at The Local, Minneapolis, MN.

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Unsummit08 Unsummit08 Presentation Transcript

  • Traditional meets Digital Wednesday, October 1, 2008
  • Wednesday, October 1, 2008
  • The Setup
    • Traditional Media is Dead.
    • Dying?
  • The Setup
    • Broadcast viewership is declining
    Graph by Chris Anderson – www.thelongtail.com
  • The Setup
    • Print is declining
    Graph by Newspaper Association of America
  • The Setup
    • Radio is declining
    Chart by TNS Media Intelligence
  • The Setup
    • Yet, traditional media is as alive as ever.
    • Channels are shifting – media is not.
  • The Setup
    • Digital Video is growing
    Chart by eMarketer – www.eMarketer.com
  • The Setup
    • Citizen Journalism is on the rise
    Figures from Technorati State of the Blogosphere Report, 2008
  • The Setup
    • Digital Radio is growing rapidly
    Graph from Wikimedia collection – Blue shows television radio listeners, Green represents internet listeners, and Red shows satellite device listeners.
  • The Setup
    • Sapient reinforces the shift to digital
    • Brand Marketers’ Top 10 Wish List for Agencies of the Future
  • The Setup
      • More than three quarters rated interactive/digital as important/very important
      • More than a third surveyed are not confident their current agency is well-positioned to take their brand through the unchartered waters of online digital marketing and interactive advertising
      • Nearly half of the respondents have switched agencies (or plan to) for one with greater digital knowledge
    1> Greater knowledge of the digital space
  • The Setup
    • 90% agree it is becoming increasingly important that their agency use pull interactions to engage consumers
    Image by rustman via Flickr 2> More use of pull interaction
  • The Setup
    • 94% expressed interest in leveraging virtual communities (public and private) to understand more about their target audience
    3> Leverage virtual communities Visual created by David Armano – darmano.typepad.com
  • The Setup
      • 92% said it was somewhat/very important that agency employees use the technologies they are recommending
    4> Agency executives using the technology they are recommending Visual created by David Armano – darmano.typepad.com
  • The Setup
      • 43% said agencies with chief digital officers are more appealing than those without
    Visual Map created by iA.jp 5> Chief Digital Officers make agencies more appealing
  • The Setup
      • 63% said that an agency’s Web 2.0 and social media capabilities are important/very important when it comes to agency selection
    6> Web 2.0 and social media savvy Visual created by David Armano – darmano.typepad.com
  • The Setup
      • 76% deemed this as an important/very important aspect of their agency’s online digital marketing and interactive advertising area of expertise
    Image by rustman via Flickr 7> Agencies that understand consumer behavior
  • The Setup
      • 77% ranked strategy/brain trust capabilities at the top of their agency wish list
    Image by tharpo via Flickr 8> Demonstrate strategic thinking
  • The Setup
      • 67% ranked branding at the top of their agency wish list
      • 76% ranked creative capabilities as important/very important
    9> Branding and creative capabilities
  • The Setup
      • It’s no surprise that marketers want an agency that can report on where campaigns succeeded, fell short and where they should be fine-tuned
      • 65% ranked analytics at the top of their agency wish list
    Image by Jenica26 via Flickr 10> Ability to measure success
  • Wednesday, October 1, 2008
  • The Story
    • So why digital, why now?
    • Brands are looking for a voice to guide them through the storm.
  • The Story
    • Digital is a cultural shift
    • Stone Age
    • Bronze Age
    • Iron Age
    • Greek/Roman Age
    • Middle Ages
    • Renaissance Age
    • Reformation
    • Age of Enlightenment
    • Industrial Age
    • Digital Age
    • Internet Age
  • The Story
    • Citizenship replaces Consumerism
      • Messages become responses
      • One off becomes sustainable
      • Demographics become Psychographics
      • Products and Services become Experiences
      • Preference becomes Public Opinion
      • Market research becomes Social Networks
    Jules Peck & Robert Phillips, “Citizen Renaissance”
  • The Story
    • Finite solutions are gone.
    • Replaced by engagement in the new debate.
  • The Story
    • I love OXO.
    • Are you familiar with them?
    • How about now?
    • Now?
  • The Story
    • OXO has four criteria for filtering feedback
    • You must be able to understand what it does just by looking at it
    • Knowing how to use it has to be obvious
    • It must be thought provoking
    • It should warrant consistent use
  • The Story
    • I’ll never own another peeler.
  • The Story
    • They have found that their customers can't articulate their problems well.
  • The Story
    • I added this.
  • The Story
    • It leaks.
  • The Story
    • And more.
  • Wednesday, October 1, 2008
  • The Pitch
    • So What’s Needed?
    • First, understanding
    • Not more experts, just understanding
  • The Pitch
    • Digital is not a channel .
    • Why are we treating it as one?
  • The Pitch
    • Marketing and Advertising have always been about responding to customer needs and wants
    • Now, it’s done with Action , not Messages
  • The Pitch
    • What else?
    • Accountability .
    • Measurement that justifies.
  • The Pitch Image by smitty42 via Flickr
  • The Pitch
    • How many measurements are needed to justify digital expenditure?
    • Hits
    • Page Views
    • Visitors (Unique)
    • Attention
    • Engagement
    • Net Promoter Score
    • Customer Lifetime Value
  • The Pitch
    • Only one measurement is needed.
    • Unfortunately, it changes .
    • Depending on accountability.
  • The Pitch
    • But is there more?
    • Yes .
  • The Pitch
    • We desperately need leaders .
    • Digital creates fragmentation .
    • That’s what we have. Thousands of voices in thousands of places.
  • Wednesday, October 1, 2008
    • Thank You
    • And now . . . ?