Marketing in the era of Web 2.0

Copyright May 29, 2009 Satama. All rights reserved. What is happening in the modern marketing scene? Why should I care? What should we do? Tommi Pelkonen Strategist June 8, 2007 MARKETING IN THE ERA OF WEB 2.0

Souce: OECD, June 2006 Consumers are online! What is happening?

Consumers living online, too! What is happening?

Copyright © 2007 Satama Interactive 200,000,000 blogs 7.2 million residents >100,000,000 videos (65,000/day) www.ebay.com 21 Nov 2006 14,463,346 auctions Almost 4,000,000 articles (10 languages) 33,347,000 profiles

“ It’s only just begun” – this is just the beginning

1 Billion intrernet users – and expanding rapidly

Global presence, global opportunity

New ways of working

New ways of networking

Evolution / Transformation – from information to communication

What is happening?

What is happening? For US consumers below 25-years PC is more important then TV! Source: Forrester, 2007

What is happening? Broadband-users spend approximately half of their free-time online! Source: Forrester, 2006

What is happening? Broadband Brings TV online!

What is happening?

Marketeer follow the audiences US Internet ad revenues totaled $16.9 bn in 2006, up 35% from 2005. Broadcast TV down 5.3% in Q1/2007 compared to Q1/2006. UK 2006: 12,4 %! Global average: 5,8 %

Search is becoming a mainstream medium 80% of online visits include using search 60% of online search related in to buying the product 40% of online marketing is search based! Other online advertising forms will grow faster than SEM (now almost 40%)

More control over what, how, when they buy, from whom and at what price to buy

Division of attention over multiple (digital) channels at the same time

Access to comparison services for price, quality and experiences

Empowered consumers Consumer CHANGE

Copyright © 2007 Satama Interactive A person like yourself or a peer Souce: Edelman Trust Barometer 2006 When forming an opinion of a company, how credible would the information be from … Peer-to-peer media builds trust to brands % Academic 62 Doctor or similar 62 Person like yourself/peer 61 Financial Analyst 58 NGO Rep 58 Accountant 53 Lawyer 36 Regular employee 33 CEO 29 Union 19 Entertainer 17 PR person 16 Blogger 15

In the US:

Over 30% of US retail sales is influenced by online (direct +indirect effect) in 2007

NOTE: not only the obviour sectors, but also: Ford Direct: ~15% of all new cars via the internet

2nd hand car market: ~50% online, eBay Motors market share in the U.S. ~40 %

Forecast: European Online Retail Sales By Country, 2006 To 2011

Online shopping is becoming a pleasant experience … finally

Case: TUI I Finnmatkat 2000: ≺ 5 % of online sales 2006: Online sales over 50% of all sales

The era of building brands namely through mass media advertising is over . We need to find ways to get consumers to invite brands into their lives. BusinessWeek New era in marketing.

Fitting the user needs (utility)

Easy to use (usability)

Pleasurable experience (satisfaction)

Good Experience I tell 4 people  Bad Experience I tell 18 people 

Recommendations 2: Innovate in all campainging areas # . Copyright May 29, 2009 Satama. All rights reserved. Innovate in pre-research Innovate in promotion Innovate in service design Innovate in performance measurement and react to results during the campaign

Recommendation 3: Plan throughout the customer lifecycle Copyright © 2007 Satama Interactive How to improve search presence? How to reach our target groups? How to get site visitors interested? How to present users options and facilitate selection? How to make deals online? How to build coherent (online) services? How to service customer the best online? How to use online to reduce churn and keep our customers happy? Example planning areas:

Example: The Satama Framework

The 3 x C Model of Marketing Communication Target

From pre-internet awareness driven marketing… Customers Eyeballs Focus: Awareness €

… to Post-internet Conversion-Driven Marketing = ongoing insight based activities + marketing performance management Focus: Customer understanding Customers Eyeballs €

Transparent Campaign Steering Framework

Satama REAN framework for Marketing activity planning – and steering:

Ensures customer-lifecycle-based planning

Offers visible KPI setting

Enables dynamic marketing activity (campaign) management and steering

Makes planning transparent (internally and externally)

= Planned activity = Planned activity, not fulfilling the set KPI = Plan B activity = Integration between activities = Plan B integrations = Milestone for measurement and flagging X X

Towards great online services…. Opportunities Copyright © 2007 Satama Interactive Invest in search Innovate in marketing methods (on-/offline) Develop attractive, logical and compelling entries and offerings Develop tools to facilitate online sales and selection Build supporting tools for deal making Develop eBusiness tools world-wide, leverage international reach and know-how. Harmonise offerings and their branding Start online retention program and develop back-office capabilities for it Tell the company story and focus on customer benefits Develop consistent (online) services