Digital Marketing Trends 2012

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A presentation made by Janette Toral at the "Business Review: Highlights and Foresights" event last January 31, 2012 at AIM Acceed Conference Center. The event was organized by the Asian Centre for …

A presentation made by Janette Toral at the "Business Review: Highlights and Foresights" event last January 31, 2012 at AIM Acceed Conference Center. The event was organized by the Asian Centre for Enterprise Development (http://ascendph.com).

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  • 1. Digital  Marke-ng  Trends  2012 Jane5e  Toral   h5p://digitalfilipinoclub.com   h5p://searchprofileindex.com   1  
  • 2. Digital  Society  •  Digital  Na-ves  –  Gen  Y  –  Millenials  1977  –   1994  •  GenX  –  1965  –  1976  (34  –  44  largest   demographic)  •  Boomers  –  1946  –  1964  (aged  47  to  65)  •  Tech-­‐savvy  seniors  Silver  Surfers  •  Genera-on  Z  (kids  today)  
  • 3. Despite  this  stability,  overall  engagement  is  on  the  rise.  Social  networking  now  dominates…   Select  Monthly  Online  Ac/vi/es  (%)     2009   2010   2011   Visi-ng  Social  Networking  sites     51*   53   82   Search       58   76   80   Instant  messaging     63   68   69   Internet  Portal     54   73   67   Visi-ng  public  chat  rooms   54   67   65   Email     63   65   64   Played  games  online     53   45   54   Listen  to  songs  in  music  websites   -­‐   -­‐   45   Downloaded  or  uploaded  music  files  online     25   37   37   Shared/posted  something  online  that  you  created   15   24   36   Realign  resources  to  adopt  social  media!   Ac-vi-es  showing  significant  increase  at  95%  confidence  levels  between  2009  and  2011   *  Note.  The  2009  figure  for  social  networking  includes  community  groups  /forums   Base:  Past  month  Internet  users  aged  10+  across  Na-onal  Urban  Philippines   Source:  Yahoo!-­‐Nielsen  Net  Index  2010,  2011  
  • 4. Social Lives at the Top of the Funnel   Source:  SEOMoz.org  
  • 5. Conversion Rate !Optimization !is a !Critical !Practice   Source:  SEOMoz.org  
  • 6. How  Will  You  Get  Visitors  Into  Your  Funnel?   Branding/Awareness Free Trial Retargeting Email Social OAuth Mailing Address Phone Number R  Mul-ple  paths  can  work,  so  long  as  you  segment  them  when  tracking  Conversion  Rate  +  Customer  Life-me  Value   Source:  SEOMoz.org  
  • 7. Every One of These Marketing Tactics   News/Media/PR   SEO   Email   Blogs  +  Blogging   Research/White  Papers   Infographics   Comment  Marke-ng   Social  Networks   Online  Video   INBOUND  MARKETING!   R   Local  Portals   Forums   (AKA  all  the  “free”  traffic  sources)   Webinars  Social  Bookmarking   Word  of  Mouth   Direct/Referring  Links   Podcas-ng   Type-­‐In  Traffic   Q+A  Sites   Helps Every Other One   Source:  SEOMoz.org  
  • 8. Source:  Sidneyeve  Matrix,    Sidneyevematrix.com  
  • 9. Social  Media  ROI  •  ROI=[gain  from  investment  –  cost  of   investment]/cost  of  investment   –  Business  metric,  not  media  metric.   Non-­‐financial   financial   investment   ac-on   reac-on   impact   impact   Very  important  but  not  where  ROI  is   Source:  Stefanos  Karagos,  Xplain.co  
  • 10. The  backdrop  to  e-­‐commerce  in  Philippines   Tradi/onal   Presence  of   High  reliance  on   IT  and  Banking   counterfeits  and   inter-­‐personal   infrastructure   trade  legacy   knock-­‐offs   rela/onships   “evolving”   Lack  of   ‘accredita-on  and   Buyers  need   Buyers  feel   Low  levels  of   guarantees…by   to  ensure   the  comfort,   confidence/ default  modern   trade  actually   quality  by   dealing  with   trust  in   encourages   physical   known   transac-ng   des-na-on   inspec-on   vendors   online   shopping   There  is  an  inherent   reluctance  to  “trade”   through  the  Internet  Source:  Yahoo!-­‐Nielsen  Net  Index  2011  
  • 11. Help  me  belong…  Help  me  be  significant…   Source:  h5p://mobileyouth.org  
  • 12. Home,  Hangout,  Hideout  Study  the  market  where  they  are.   Source:  h5p://mobileyouth.org  
  • 13. Social  influencers  •  People  who  have  influence  on  their  peers   heavily  influenced  by  the  quality  and  volume   of  content  they  share  online  to  their  peers.   –  Referent  influencers     –  Expert  influencers     –  Posi-onal  influencers  (peers)   Source:  Social  Media  Marke-ng  for  Dummies   (Shiv  Singh)  
  • 14. New  Genera-on  Influencers  •  Teenage  hackers  •  Cashless  innovators  •  Disrup-ve  Diva  10%  influences  the  90%  •  Needs  to  belong  •  Needs  to  be  significant  •  Is  your  community  or  brand  a  Home,  Hangout,   Hideout?   Source:  MobileYouth.org  
  • 15. Disrup-ve  Diva  •  Social  tools  (product,  story,  usage  behaviors)   to  reclaim:   –  Social  space   –  Social  arrival   Source:  h5p://mobileyouth.org  
  • 16. Brand  vs.  fan  ambassador  •  No  more  big  ideas.  •  Ideas  from  ground-­‐ up.   Yahoo  Purple  Hunt  2009  
  • 17. Lose  users  •  Isola-on  •  Risk  •  Loss  of  control  •  Youth  wants  many-­‐to-­‐many   rather  than  one-­‐on-­‐one.   Source:  h5p://mobileyouth.org  
  • 18. Cashless  Innovators  •  Niche  groups  with  a  knowledge   barrier  to  entry.   –  SMS   –  Facebook   –  MP3   Source:  h5p://mobileyouth.org  
  • 19. Co-­‐Crea-on  •  Youth  as  partners  rather  than  des-na-on.   Source:  h5p://mobileyouth.org  
  • 20. We  buy  with   emo-on  and   jus-fy  with   logic  Source:  h5p://mobileyouth.org  
  • 21. Know  the  mobile  user  
  • 22. Behavior  vs.  demographics  
  • 23. TV   PRINT   POS   CRM   digital   digital   digital   digital   social   social   social   social   game   game   game   game   mobile   mobile   mobile   mobile   Be  everywhere!  Changes  the  rules  of  engagement.  
  • 24. We  need  more     e-­‐commerce  start-­‐ups..    DigitalFilipino  Startup  100  Project!   h5p://digitalfilipinoclub.com  
  • 25. For  the  growth  of  e-­‐commerce  in   the  Philippines!  h5p://slideshare.net/jane5etoral  h5p://twi5er.com/digitalfilipino