The march of the marketeers
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The march of the marketeers

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    The march of the marketeers The march of the marketeers Presentation Transcript

    • The March of the Marketeers Dr. Ian Brown [email_address]
      • This presentation will probably involve audience discussion, which will create action items. Use PowerPoint to keep track of these action items during your presentation
      • In Slide Show, click on the right mouse button
      • Select “Meeting Minder”
      • Select the “Action Items” tab
      • Type in action items as they come up
      • Click OK to dismiss this box
      • This will automatically create an Action Item slide at the end of your presentation with your points entered.
    • Outline
      • 20 th century marketing
      • The digital difference
      • Nightmares for advertisers
      • The marketeers fight back
      • Better ways forward
    • 20 th century marketing
      • Mass media
        • ITV, tabloids, commercial radio
        • C4, broadsheets, magazines
      • Q1 2002 1.364bn direct mails, up 3.9%
    • The digital difference
      • Proliferation of channels lead to niche audiences – sometimes unmeasurably small
      • Bang per buck of expensive adverts reduced
      • Better targetting therefore required
    • Interactive TV
      • “ Such systems would allow, say insurers to differentiate risk-averse conservatives from high-living show-offs, and then tailor both marketing messages and risk scoring systems accordingly.” – Neal Muranyi, Database Group
      • “ There is no privacy. It’s all public relations. It’s all perception.” –Jack Myers, Myers Report
      • “ Once you get their credit card number, you can get their whole history. There's no stopping you!” –Bob Williams, Addressable Media Coalition
    • Web adverts
      • Cheap to design and distribute
      • But very low click-through rate – around ½%
      • Often only funding source for content sites
      • Attempts to do very sophisticated profiling and targetting…
    • DoubleClick
      • 5bn ads served per week (1999)
      • Manages database with info on 2bn transactions (1999)
      • Attempted to merge databases in 2000, but stopped by consumer pressure
    • Spam
      • Virtually zero marginal cost
      • Lists of tens of millions of addresses for sale
      • Currently mass-mails; advanced customisation likely in future
    • Nightmares for advertisers
      • Personal Video Recorders are easy-to-use VCRs with hard disks
      • Viewers can use digital fast forward on content… including adverts
    • What the studios think
      • “ Any time you skip a commercial or watch the button you're actually stealing the programming… I guess there's a certain amount of tolerance for going to the bathroom.”
      • – Jamie Kellner, Chairman and CEO, Turner Broadcasting
    • More nightmares
      • Automatic, real-time ad blocking
      • Cookie management
                                                                   
    • Adware
      • Ad-hiding and replacing
      • “ [I]t's about whispering in [a customer’s] ear something they ought to know about in context of where they are.”
      • In Gator Wallet, KaZaa and AudioGalaxy – 16m users
    • Canning Spam
      • “ Open Relay” blackholes
      • Spam spotters: headers and text styles; centralised and collaborative lists of known spam messages
    • The marketeers fight back
      • Rights holders suing ReplayTV and Gator
      • ReplayTV “ violates the rights of copyright owners in unprecedented ways” (31/10/01)
      • “ Gator Corp. is essentially a parasite that free rides on the hard work and investment” of the publishers (25/6/02)
    • Watching users
      • “ The Court has determined that the need for disclosure outweights the interest in maintaining the alleged confidentiality of the information” (26/4/02)
      • “ the Court is persuaded to reverse the Magistrate Judge's Order on the grounds that it impermissibly requires defendants to create new data which does not now exist.” (31/5/02)
    • Other ways forward
      • Sponsorship
      • Product placement
      • Tie-ins
      • Subscription