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Balticspark

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Short intro for digital thinking in marketing for young entrepreneurs at Baltic Spark 2010

Short intro for digital thinking in marketing for young entrepreneurs at Baltic Spark 2010

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  • 1. Digital marketing Baltic’s. LIENE KUPCA 17.04.2010
  • 2. The biggest problem about Digital marketing is the term itself h"p://farm1.sta.c.flickr.com/59/200094536_562e30b967.jpg  
  • 3. A revolution does not happen, when society adapts new tools. Revolution starts, when people adapt new behaviors. (C.Shirky, US NOW)
  • 4. The scene
  • 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) .
  • 9. About things, that are really important to them
  • 10. 2/1.   Search Google (LV/LT) Neti.ee   E-mail   Social : one.lt. Draugiem.lv facebook.ee
  • 11. But what are brands doing online?
  • 12. still scream. Interupt. Do not listen. Image: Alan Tys, FutureLab
  • 13. 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
  • 14. Don’t focus on technology. Focus on customer needs, wants and behavior.
  • 15. Heals everything? “It always protects, always trusts, always hopes, always perseveres.”
  • 16. snake oil 2. 0. digital   Social MEDIA strategy?   Digital strategy?   Twitter concepts? Twitter strategy?   Skype strategy? Or- THE BUSINESS STRATEGY?
  • 17. Digital is more than marketing Cust. HR PR IT MKTG care It touches all of these
  • 18. h"p://www.180360720.no/  
  • 19. Think outside the bubble. What happens online, should not end online. It must go offline
  • 20. there is an ever expanding universe to play with “The workers should appropriate the means of production” Image: Alan Tys, FutureLab
  • 21. Play with it   Websites   Blog   Twitter   Engage in social portals   Youtube, Slideshare   Watch, what’s new
  • 22. It is all about common sense and inside the organisation
  • 23. Digital is like violin. Complicated and slowly learned But must have in the orchestra.
  • 24. Technologies are becoming simplier. Marketers have to figure out how to make information more human
  • 25. Light a lot of small fires h"p://farm4.sta.c.flickr.com/3018/3071758742_152b8a1c63.jpg  
  • 26. Don’t focus on technology. Focus on customer needs, wants and behavior.
  • 27. the real digital revolution is about consumer empowerment, ability to research learn about products and services and make decisions independent of marketing and advertising
  • 28. THANKS! LIENE.KUPCA@GMAIL.COM TWITTER.COM/LKUPCA LINKED IN: LIENE.KUPCA

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