This document discusses digital marketing in the Baltic countries. It notes that digital marketing is often misunderstood and focuses too much on technology rather than customer needs. More than half the population in Estonia, Latvia, and Lithuania is online, but brands are not effectively engaging with them. Digital marketing touches all parts of a business like customer care, HR, PR, IT, and marketing. The real digital revolution empowers consumers to make independent decisions through research rather than being reliant on marketing and advertising. Effective digital strategies focus on common sense and lighting small fires within an organization rather than on specific technologies.
5. 3 countries.
4 languages.
Bright bouquet of changes
shift of values,
and paradigms
Opportunities only
h"p://www.mycee.net/blog/wp-‐content/uploads/2009/02/keyboard-‐rubiks-‐cube.jpg
6. People & connections
ESTONIA 67%
LATVIA 61%
LITHUANIA 55%
More, than half is online.
Do they take decisions?
Data:
Euromonitor
,
h"p://epp.eurostat.ec.europa.eu/tgm/table.do?tab=table&init=1&language=en&pcode=.n00061&plugin=1
7. Or –
they make and impact decisons?
h"p://farm3.sta.c.flickr.com/2737/4508326696_241c787c74.jpg
8. People are online.
What do they do?
They talk
They watch
They listen
They care
(also known as socializing)
.
14. DIFFERENT CHANNEL, SAME PROBLEM
78% of consumers consider in-stream advertising
as “intrusive”. Half of viewers stop watching an
online video once they encounter an in-stream ad.
Source: Burstmedia, January 2008
29% of consumers leave a website that appears to
be cluttered with advertising.
Source: Burstmedia, December 2008
BANNER/AD BLINDNESS
Only 13% of UK consumers pay
attention to ads on social networking
NEW !! sites.
Source: Ebay Advertising, March 2009
TWITTER SPAM
Image: Alan Tys, FutureLab
15. Don’t focus on technology.
Focus on customer
needs,
wants
and behavior.
18. snake oil 2. 0. digital
Social MEDIA strategy?
Digital strategy?
Twitter concepts? Twitter strategy?
Skype strategy?
Or-
THE BUSINESS STRATEGY?
19.
20. Digital is more than marketing
Cust.
HR PR IT MKTG
care
It touches all of these
28. Light a lot of small fires
h"p://farm4.sta.c.flickr.com/3018/3071758742_152b8a1c63.jpg
29. Don’t focus on technology.
Focus on customer
needs,
wants
and behavior.
30. the real digital revolution is about
consumer empowerment,
ability to research
learn about products and services and
make decisions independent
of
marketing and advertising