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The Drastic Changing Landscape of Digital Marketing

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  • 1. The Drastic Changing Landscape of Digital Marketing Christian C Carlsson (@chris_carlsson) Digital Leader and Strategist, IBM Denmark © 2011 IBM CorporationSource: http://www.publicdomainpictures.net/pictures/10000/velka/dramatic-landscape-11282918483cmn7.jpg
  • 2. The distinct characteristics of a SocialBusinessEngaged—deeply connecting people, including customers, employees,and partners, to be involved in productive, efficient ways.Transparent—removing boundaries to information, experts and assets,helping people align every action to drive business results.Nimble—speeding up business with information and insight toanticipate and address evolving opportunities. … and Consistency! © 2011 IBM Corporation
  • 3. Search & DiscoveryTwo competing paradigms vie for dominance of search & discovery, and it is IBM’s strategy toreengineer what we do in IBM Marketing & Communications to leverage these two paradigms: The Google The Facebook Paradigm Paradigm © 2011 IBM Corporation
  • 4. What we know… © 2011 IBM CorporationSource: Forrester Research
  • 5. … has for sure changed! © 2011 IBM CorporationSource: Forrester Research
  • 6. Challenge: CMO underpreparedness 50% Global Nordic Data explosion 71% 88% Social media * 68% 88% Growth of channel and device choices 65% 79% Shifting consumer demographics 63% 75% Financial constraints 59% 60% Decreasing brand loyalty 57% 60% Emerging market opportunities 56% 71% ROI accountability 56% 75% Customer collaboration and influence 56% 70% Privacy considerations 55% * Global outsourcing 54% * Regulatory considerations 50% 67% Corporate transparency 47% 44% © 2011 IBM CorporationSource: IBM CMO Study
  • 7. Why: On-site vs. Off-site © 2011 IBM Corporation
  • 8. The Irrelevant Corporate Website The Corporate Website—an unbelievable collection of hyperbole, artificial branding, and pro-corporate content. Rest of the Web—As a result, trusted decisions are beining made on other locations on the web, often before a prospect even visits the corporate website. © 2011 IBM CorporationSource: Found in "Sociale medier? Glem bara B2C!", 7. marts 2012, Andreas Johansson, Klean, with reference to Jeremiah Owyang (web-strategist.com)
  • 9. Why: Where the real Brand experience is © 2011 IBM Corporation
  • 10. Why: Go where our influencers are (i.e. journalists) What’s the ne Resea xt stor rch fo y r a sto What ry exper ts to i … ntervi ew © 2011 IBM Corporation
  • 11. Why: Trust and Credibility © 2011 IBM CorporationSource: Edelman Trust Barometer
  • 12. Why: Closing the Content Gap © 2011 IBM Corporation
  • 13. Why: Change is coming faster than we canimagineThe gap is closing Bring Your Own Device & “Follow me” B2B B2C © 2011 IBM Corporation
  • 14. Becoming the “shepherd” © 2011 IBM CorporationSource: http://familjenhakansson.se/assets/images/db_images/db_Album_02_1977_056.jpg
  • 15. Becoming the “shepherd” B lie nt h ec vet Mo A © 2011 IBM Corporation
  • 16. Becoming the “shepherd” B B lie nt h ec vet Mo ? A A © 2011 IBM Corporation
  • 17. Becoming the “shepherd” B B lie nt h ec vet Mo ? A A B ? A © 2011 IBM Corporation
  • 18. Becoming the “shepherd dog”! B B lie nt h ec vet Mo ? A A B B ? ? A A © 2011 IBM Corporation
  • 19. Becoming the “shepherd dog”! B B lie nt h ec Micro Engagements vet Mo ? A A Conversation Presentation POW in a blog B Comments B to a discussion Article Webinar Q&A ? ? A A SME speaker at an event © 2011 IBM Corporation
  • 20. Every employee can be an expert at something Distributing or publishing content on social channels | Connecting experts and building relationships Leading expert communities | Providing thought leadership on a particular topics © 2011 IBM Corporation
  • 21. Social Engagement You © 2011 IBM Corporation
  • 22. twitter.com/chris_carlsson bit.ly/pwBHwc linkedin.com/in/christiancarlsson christian.carlsson@dk.ibm.com +45-28 80 45 53 © 2011 IBM CorporationSource: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/