Digital media for marketing meeting 2011
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Digital media for marketing meeting 2011

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  • While the adoption of QR codes in some markets has been slow to take off, the technology is gaining some traction in the smartphone market. Many Android, Nokia, and Blackberry phones come with QR code readers pre-installed. QR reader software is available for most mobile platforms.

Digital media for marketing meeting 2011 Presentation Transcript

  • 1.  
  • 2. Digital Media Update
      • [thanks to Sprout Park!]
  • 3. Agenda
        • Overview
        • Trends
        • Key aspects
        • Insights
        • Influencers
        • Learnings
  • 4.
            • Overview
  • 5.  
  • 6. A ‘Bit’ of Data
    • 2 billion users
    • 800 billion GB information
    • SWEDEN:
    • 100% of 15-24 year olds were on the web last summer
    • 50% of 4 years-olds were on the web 4 times per week
    • the majority is viewers, ie. people who just want to watch stuff
    • the minority is reviewers and contributors; ie. bloggers etc.
  • 7. Time it took for media to become mass media:
    • Radio – 38 years
    • Tv – 13 years
    • Internet – 5 years
    • Time it took for digital media
    • to become mass media:
    • msn – 10 mill in 4 yrs
    • skype – 200 mill in 3 yrs
    • ashton kutcher – 4 mill in 1 yr
  • 8. Digital class divide
    • Digital immigrants = have had to learn how to use the web
    • versus
    • Digital natives = grown up with it
    • A digital upper class
    • versus
    • the analogue poor
  • 9. Twitter growth – 2006-2010
  • 10. TV according to Digital Natives
    • We need “campfire stories”, “watercooler moments”
    • We need to deliver that experience
    • Packages that create larger experiences that coexist and build on each other, across media.
  • 11. Trends
  • 12. Viewer behaviour
    • MULTITASKING
    • ie. watching film whilst checking
    • facebook.
    • We can exploit this:
    • Ex: call to action online whilst
    • watching TV. Create a complete
    • cross-platform experience.
  • 13. Mixing the physical and the digital world
    • Skål poken
  • 14. Augmented Reality - iButterfly
    • iButterfly
  • 15. Augmented Reality - adidas
    • Adidas
  • 16. Key aspects
    • “ It's about demand fulfilment, not demand creation”
    • Main areas:
    • banners
    • E-mail newsletter
    • social media
    • QR codes
    • widgets
  • 17. Banners
    • 0.75% click-through rate
    • still, 90% of marketing budgets
    • end up here
    • Build in activity that will drive activity itself. There needs to be an incentive for the audience.
    • Examples:
    • - freebies
    • - competitions
    • - call to action
  • 18. E-mail newsletter
    • Email communication is by far the best way of driving sales
    • - build database
    • - email must include a benefit for
    • the reader
  • 19. Social media
    • - Facebook: 700 mill users
    • - be available
    • - be useful
    • - give the audience
    • something extra
    • Ex: behind the scenes,
    • gossip, free downloads,
    • previews, etc.
  • 20. Social media – Starbucks on Facebook
  • 21. Social media - 3 on Facebook
  • 22. Social media - Twitter
    • tweetcloud.com
    • tweeting bird
    80s    Assuh    att    avsnitt    avsnittet    BLANK    bli    boda    BretEastonEllis    café    Chuckhar    copia    copiado    det    durbaniser    episode    ett    fel    förhoppningsvis    glamourama    glomde    going    Haha    har    inatt    inför    inte it-bag    jag    Kate    kollar    leído    målgrupper    maskingevär    massor    måste    med    michaelaforni    mig    min    mitt    mood    När    ner    nya    nytt    och    ondineta    Park    party    Punk    Review    riktiga    riktigt    såg    sängen    skäms    skriva    Slösurfar    snacket    snart    som    spontant    Sweden    Syns    tror    TV3    underverk    VADzolquintero    vestido    vet    vill    yeah    Zethraeus    zolquintero   
  • 23. Social Media - The Influencers
    • How to identify & engage the influencers in the social media landscape?
    • *proprietary & other software tools that capture usage/info/data
    • *incentivise the influencers by actively working with them
    • Measurement –viral conversion (passing it on)
  • 24. Social Media - The Influencers: Bloggers
    • Working with bloggers – how to spin it:
    • We have a competition that gives YOU the power to give out free tickets.
    • Build database of friends/bloggers.
  • 25. QR codes qr video
  • 26. Quick Response in Retail
  • 27. Widgets
    • Tv guide as widget - sweden
    • Guitar Hero widget – sony told them to close it down despite there being 4 million widgets out there.
  • 28. To Do
    • Digital media campaign integration
    • -reallocate banner budget
    • establish channels + series
    • on facebook
    • consider building viewer database
    • nurture bloggers relationships
    • Prioritise staying on top of digital
    • media trends
  • 29. Insights
    • *TV (Mass Awareness) + Online (Activation/Engagement) = Brand Traction
    • Brand Building Case :
    • -Old Spice (US) the man your man can smell like
    • Integrated campaign made up of TV spots, print advertising, and online display ads, as well as social media.
    • -compare the meerkat.com (UK)
    • aleksanderorlov
  • 30. Insights continued
    • *Evolved PR : it’s a conversation not a marketing medium
    • What are the ‘social’ rules or manners around each channel eg twitter , facebook.
    • *Facebook –strength of built in viral functionality but privacy issues at stake…
    • will it move from broad platform to niche one ?
    • “ trespassers will be persecuted”.
    • *Small shifts in behaviour influencing the way the industry changes (transactions online = mass acceptance)
  • 31. Key considerations
    • *Start with the brief
    • -What do we want to achieve ? Why
    • -Identify key objectives (be single-minded)
    • *Keep in mind experiments involve risk
    • -pioneers win
    • *Invest in the organisation to think digital.
    • Add a digital layer to our competence
    • *Think Campaign Integration
  • 32. But, you could disregard all this because:
    • [Wise words of the trekkie monster]
  • 33.