A New Definition of “Digital” November 6, 2009.
“ Digital is not a technology, device, or channel; instead,  it is the collection of modern users’ habits and expectations...
Habit: “search” November 6, 2009. Page  1 Most modern users look no further than page 1 Expectation: “now”
The Modern Landscape has Changed November 6, 2009.
The Evolution of Media One-way Media Two-way Media banner ads search ads Always on  Always informed Always connected Many-...
People  ignore “interruption media”  and only pay attention to information they are seeking.  (“Purple Cow” by Seth Godin)...
The Evolution of Messaging Source: Digital Strategy Class at NYU SCPS, Taught by Dr. Augustine Fou Broadreach Demographics...
The Evolution of Marketing Channels/Tactics Source: Wireless Marketing Class at NYU SCPS, Taught by Dr. Augustine Fou 1 st...
By defining “Digital” as not the technology, device, or channel, the questions will no longer be “what are we doing on Fac...
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2009 11 06 New Definition Of Digital

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By defining “digital” as not the technology, device, or channel, but rather the habits and expectations of modern users, we are able to make practical decisions about which marketing tactics, technologies, devices, and channels to use to match these users’ habits and expectations. If you know their habit is to search, then you wouldn’t blow your whole budget on TV ads and have nothing for them to find online when they search. if you believe they expect to be able to find information from their iPhones, then you wouldn’t make your whole site high bandwidth, flashy, and Flash because they wont be able to view it at all.

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Transcript of "2009 11 06 New Definition Of Digital"

  1. 1. A New Definition of “Digital” November 6, 2009.
  2. 2. “ Digital is not a technology, device, or channel; instead, it is the collection of modern users’ habits and expectations – e.g. habit: search; expectation: now.” - Dr. Augustine Fou November 6, 2009.
  3. 3. Habit: “search” November 6, 2009. Page 1 Most modern users look no further than page 1 Expectation: “now”
  4. 4. The Modern Landscape has Changed November 6, 2009.
  5. 5. The Evolution of Media One-way Media Two-way Media banner ads search ads Always on Always informed Always connected Many-Way Media Source: Digital Strategy Class at NYU SCPS, Taught by Dr. Augustine Fou November 6, 2009.
  6. 6. People ignore “interruption media” and only pay attention to information they are seeking. (“Purple Cow” by Seth Godin) The Evolution of Customers <ul><li>Direct marketing </li></ul><ul><li>Email marketing </li></ul><ul><li>Online marketing </li></ul><ul><li>Sports marketing </li></ul><ul><li>Word of mouth marketing </li></ul><ul><li>Guerrilla marketing </li></ul><ul><li>Blog marketing </li></ul><ul><li>Event marketing </li></ul><ul><li>Product placement </li></ul><ul><li>In-game marketing </li></ul><ul><li>Sponsorships </li></ul><ul><li>Stealth marketing </li></ul><ul><li>Relationship marketing </li></ul><ul><li>Loyalty marketing </li></ul><ul><li>Theatre marketing </li></ul><ul><li>Consultative marketing </li></ul>PUSH PULL advertisers push message out users do their own research Source: Digital Strategy Class at NYU SCPS, Taught by Dr. Augustine Fou November 6, 2009.
  7. 7. The Evolution of Messaging Source: Digital Strategy Class at NYU SCPS, Taught by Dr. Augustine Fou Broadreach Demographics Segments Personas Individual 1 message several message many messages ? reach amount of info November 6, 2009.
  8. 8. The Evolution of Marketing Channels/Tactics Source: Wireless Marketing Class at NYU SCPS, Taught by Dr. Augustine Fou 1 st screen 2 nd screen 3 rd screen <ul><li>Television </li></ul><ul><li>Print </li></ul><ul><li>Radio </li></ul><ul><li>Display Ads </li></ul><ul><li>Search Ads </li></ul><ul><li>Search Optimization </li></ul><ul><li>Email </li></ul><ul><li>Social Marketing </li></ul><ul><li>Mobile Marketing </li></ul>awareness consideration choice purchase advocacy <ul><li>In-store </li></ul>November 6, 2009.
  9. 9. By defining “Digital” as not the technology, device, or channel, the questions will no longer be “what are we doing on Facebook” or “do we have an iPhone app?” Instead, by understanding modern users’ habits we can create the solution and deliver it using the most appropriate technology, device, and channel. November 6, 2009.

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