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Top 10 Marketing Predictions FinalPresentation Transcript
Top 10 Trends for Interactive Marketers in 2008 Presentation to TIMA By Howard Greenstein President and Social Media Evangelist, The Harbrooke Group [email_address] http://www.harbrooke.com Search I’m Feeling Lucky
The average online video viewer consumed 72 videos.
In December 2007
In December 2007
334 Million videos
Nielsen Ratings from Last week
Some Stats on Online Video
In total,nearly 141 million Americans viewed online video in December. Google Sites also captured the largest online video audience with 79 million unique viewers, followed by Fox Interactive Media with 43.9 million and Yahoo! Sites with 38.2 million.
*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.
You Tube Now and 5 years from now
20% with Ads,
40% of those ads watched
= 13MM year business in 2008
55% with ads,
40% of those watched,
= 1.056B/year business
*Based on Comscore 3.3B in Dec 07 **Ads currently only on partner videos ***75% of ads were watched in recent tests.
6. Life 3.0
“ The use of Real Life Events to make Virtual Connections that help you make Real (and Valuable) Connections ”
5. Letting Go of Control
“ A Brand is no longer what we tell the consumer it is – it is what consumers tell each other it is .” - Scott D. Cook, Founder and Chairman, Intuit, Board Member, Proctor and Gamble
RockYou-Sweeney Todd Created co-branded quiz within the Likeness application titled “Best Johnny Depp Characters” to promote Sweeney Todd debut. Newsfeed Promotion On-page Click-thru to Learn More About Movie Results:
186k quizzes taken in 1 month, generating 2MM impressions
7MM additional impressions on matches page, with 46K click-thrus to movie site
Additional Play Examples
4. Virtual Worlds Get “More Real”
Harry Potter Campaign in Second Life
"As far as everyone can tell, this was the highest one-on-one branded interaction known to date that ever took place on Second Life," said Greg Foster, chairman and president of Imax Filmed Entertainment. "Reaching 15,000 people in exactly the demographic you're shooting over seven days is sort of hitting the marketing bonanza.”
Second Life Is Too Hard
Not enough people
Difficult to use, navigate, create items and places
Discovery too hard (where things are going on)
But hey, it’s a start
WWE and Habbo
Extremely successful to drive new viewers to PPV events
Huge participation (no public numbers)
Creating avatars, purchasing virtual goods
The Next Gen of Virtual Worlds
To quote Eric Rice: “What if, EA, who already has plenty of experience in 3D, environments, personalization, sim residences, and community, found a way that made each safehouse inside of any given racing franchise?”
What kind of new marketing methods are your clients asking for they weren’t asking for last year?
Customer Rentention Marketing
More use of video…Content is still king.
Text Messaging is Dead - everyone will have mobile email..
Partner and alternate selling/distribution channels
Blue Ocean strategies
Maximizing the value of the existing customer base
Understanding the Return on Marketing Investment (ROMI)”, knowing the Basics
Results Management, Accountability, Measurability, Proving what works with valid testing methods, avoiding hype and gimmicks.
2) Approximately how much will you spend on the above items per year?
3. Mobile Gets Agile
Your Remote Control for the world
Outdoor Interactive Voting: “Develop a Point of View”
Billboard for BBC World and BBDO Goal: Promote launch of BBC America with an interactive billboard
Located at gateway to NYC’s Times Square (Broadway & 50 th )
Pedestrian and automotive traffic text their vote and watch the display change in real time
One month event with a new interactive poll each week
Outdoor Interactive “Develop a Point of View” Billboard
Outdoor + Your Mobile
iPhone Users 50X more search requests
Google reports that it receives 50 times more search requests from Apple iPhones than any other mobile phone on the market. It also said mobile search will out pace regular computer internet search in the next few years …Initially it thought there must be some errors, but later analysis proved that it did come from iPhones according to Vic Gundotra, head of Google’s mobile operations
In the Last Few Years Search=$
Ads around Search were the driving force for Google’s rise
As phones surface location data, a search for “Coffee” near “201 East Hargett St., 27601” has a price
I’m not a big believer in ads pushed to your phone, but asking for them is another story
2. Widgets Change the Location of Your Info/Message to “Anywhere”
Facebook for Mobile Platform
New phone browsers allow desktop-like social experiences
Can You Spot the Ad on this page?
Facebook And The Power of Social Applications
Facebook opened their platform to independent developers in May 2007 in the interest of attracting top development talent to help make the Facebook experience more fun and engaging
There are now nearly 14,000 applications on Facebook totaling 520 Million installations
After the integration of social applications, Facebook’s user base grew from 26 million to 60 million Unique Active Users
85% of Facebook users have added at least one application to their profile since the May launch
Source : Adonomics, Nielsen//NetRatings, Sept 07
MySpace Open(social) to Developers
Open Social is a platform that allows developers to write widgets once, and display them on MySpace as well as other Social Networks. This makes it even easier to write widgets once, reach people everywhere.
Has Google Won the Search Engine War?
1. Google vs. the World
2008 is the year of major Google backlash
People can only make so much on Google AdWords
Google has created “Knowl” to go up against Wikipedia, Mahalo, Ask, and Squidoo
None of those sites are going to want to carry Google Ads if they’re competing (note that Ask does still carry Google Ads)
Their opposition to MSFT/Y! merger is not going over well…
Google’s Mobile Strategy
The Chairman of WPP - Google is a “Frienemy”
“ It's going to be very interesting to see how it shakes out,” Sorrell said. “We buy about £200m of their media and that's up from about £150m last year . Google is a short-term friend and a long-term enemy and probably the shorter term just got a little bit shorter and the longer term got a bit closer as a result of the DoubleClick acquisition,” he said.
WPP acquired 24/7 RealMedia in May of 2007
New search marketing war brewing - Everyone vs. Google (hence the Y!/MSFT discussions, Y!/Newscorp, Y!/AOL, etc.)
Google your google with google….
Deep inside Google’s Halls…
What Shall we do tonight, Larry?
Same thing we do every night, Serge. Try and take over the world!
“ Don’t Be Evil”
"Don't be evil" is said to recognize that large corporations can often maximize short-term profits with actions that destroy long-term brand image and competitive position. By instilling a Don't Be Evil culture, the corporation establishes a baseline for decision making that can enhance the trust and image of the corporation that outweighs short-term gains from violating the Don't Be Evil principles.
Is This What’s Next?
Are we looking for salvation from an underpowered model?
That’s a story for another day…. [email_address] http://www.harbrooke.com/ http://www.howardgreenstein.com/ Thank you for your time and attention