Evolution of advertising traditional to digital final

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Presented by Jenna Rutschman on behalf of Terralever to the Arizona Marketing Educators chapter retreat in Sedona, Arizona. All views and case studies are sited and not work done by Terralever but used to make points to the DECA educators.

Evolution of advertising traditional to digital final

  1. 1. January / 24 / 2013 Evolution from Traditional to Digital Presented by Jenna Rutschman to the Arizona Marketing EducatorsTuesday, February 26, 13
  2. 2. Agenda 01 Introductions 02 History of Advertising 03 Looking Inside: Advertising Agencies 04 Budgets 05 What Success Looks Like | Case Studies 06 What Success Looks Like | Verticals 07 Resources / Q&ATuesday, February 26, 13
  3. 3. Agenda 01 Introductions 02 History of Advertising 03 Looking Inside: Advertising Agencies 04 Budgets 05 What Success Looks Like | Case Studies 06 What Success Looks Like | Verticals 07 Resources / Q&ATuesday, February 26, 13
  4. 4. Tuesday, February 26, 13
  5. 5. Tuesday, February 26, 13
  6. 6. Methodology | Terralever Philosophy • Utilize data-driven statistics, industry trends and intuition to drive online marketing results • We strive for results that will make your company reach its goals and increase Science Results Art revenue • All campaigns are first tested and then refined to achieve continued business goals • Development of solution-based online content that is optimized per execution (search, email, social, web, etc.)Tuesday, February 26, 13
  7. 7. Agenda 01 Introductions 02 History of Advertising 03 Looking Inside: Advertising Agencies 04 Budgets 05 What Success Looks Like | Case Studies 06 What Success Looks Like | Verticals 07 Resources / Q&ATuesday, February 26, 13
  8. 8. Definition of Advertising • What is advertising? • Definition: • A form of communication used to persuade an audience (viewers, readers or listeners) to take some action with Results respectTuesday, February 26, 13
  9. 9. History of Advertising 1917 - the 4A’s was born 1950 1st Political TV Ad 1920 1st Radio Spot 1939 Government WWII Propaganda 1957 Birth of the longest used jingle 1925 Birth of Consumerism 1941 1st TV CommercialTuesday, February 26, 13
  10. 10. History of Advertising 1980 1984 1963 David Ogilvy 1970 1994 1981 1995Tuesday, February 26, 13
  11. 11. History of Advertising 1995 1997 First Mobile Ad 1996 2001 2000 1995-2000 2002 - $7.53 Million TV SpotTuesday, February 26, 13
  12. 12. History of AdvertisingTuesday, February 26, 13
  13. 13. Agenda 01 Introductions 02 History of Advertising 03 Looking Inside: Advertising Agencies 04 Budgets 05 What Success Looks Like | Case Studies 06 What Success Looks Like | Verticals 07 Resources / Q&ATuesday, February 26, 13
  14. 14. Looking Inside: Traditional Advertising AgenciesTuesday, February 26, 13
  15. 15. Traditional Advertising Agency Madison Avenue The Pitch Art Director & Copy Writing Teams One Stop Shop Creative Director Agency of Record Big Budget Broadcast Super Bowl Spots :30 TV Spots Print Evolving into Integrated Glamor Mad Men-Esque Account Planning “The” Idea Public Relations Dog and Pony Show Specialists Advertising Executive Consumerism EntertainmentTuesday, February 26, 13
  16. 16. Looking Inside: Digital Advertising AgenciesTuesday, February 26, 13
  17. 17. Digital Advertising Agency Measurement & Optimization Solving Business Problems Strategy Generalists & Specialists Mobile & Tablet Results Driven User Experience Anywhere USA Focused Web Development Discovery Phase Pay-Per-Click Cutting Edge Innovative Paid Media Community Management Content Marketing Search Engine Optimization Social MediaTuesday, February 26, 13
  18. 18. Agenda 01 Introductions 02 History of Advertising 03 Looking Inside: Advertising Agencies 04 Budgets 05 What Success Looks Like | Case Studies 06 What Success Looks Like | Verticals 07 Resources / Q&ATuesday, February 26, 13
  19. 19. Shift in Budget from Traditional to Digital Marketing* % of total Increased measurability and accountability Increased customer engagement Lower cost of customer engagement Better ability to glean customer insights Results Better customer conversion Lower cost per lead Lower cost of impression Real-time nature of customer data gathered 0 5 10 15 20 *all data pulled from February 2012 eMarketerTuesday, February 26, 13
  20. 20. Time Spend vs Ad Spending Share* Time Spend Share Ad Spending Share TV Internet Radio Mobile Newspapers Magazines 0 12.5 25 37.5 50 *all data pulled from December 2011 eMarketerTuesday, February 26, 13
  21. 21. US TV vs Online Ad Spending 2011-2014* TV Ad Spend Online Ad Spend 70 52.5 35 17.5 0 2011 2012 2013 2014 *all data pulled from January 2012 eMarketerTuesday, February 26, 13
  22. 22. Local Online & Traditional Ad Spend Growth* Online Traditional Total 2012 2013 2014 2015 2016 -3.75 0 3.75 7.5 11.25 15 *all data pulled from March 2012 eMarketerTuesday, February 26, 13
  23. 23. 54% of responding companies are spending under 30% of their marketing budgets on digital channels and 31% are investing more than half of their marketing budgets in digital However, 71% of companies surveyed derive up to 50% of their total revenues from digital marketing spend. 18% of client-side respondents indicate they derive more than 70% of their earnings from their investment in digital marketing.Tuesday, February 26, 13
  24. 24. Agenda 01 Introductions 02 History of Advertising 03 Looking Inside: Advertising Agencies 04 Budgets 05 What Success Looks Like | Case Studies 06 What Success Looks Like | Verticals 07 Resources / Q&ATuesday, February 26, 13
  25. 25. Case Study / 1 L’Oreal Marketing Reinvented* • $2.1 Billion ad spend in 2011 • 10% spend in digital • Remove the traditional barriers allowing Print and TV campaigns to dictate all marketing • Digital is the centerpiece for all marketers • Conversion & ROI Focused • Consumer Product Goods online campaigns are seeing a 9% lift within three months vs 8% lift from TV campaigns over 12 monthsTuesday, February 26, 13
  26. 26. Case Study / 1 L’Oreal Marketing Reinvented* • “In the old days, television was a shrine in people’s homes. They gathered around and watched. Advertisers had the power. Now, with more channels and more choices, people are more empowered. Video has a strong place in our hearts. That box in the living room is more than just live TV, it is on our mobile phones and laptops, and people are controlling how and when they watch. TV is unboxed.” • L’Oreal USA CMO Marc Speichert • L’Oreal realized they have to be present when the modern family is making evaluations and buying decisions • 50% of consumers research brands online before they make a purchaseTuesday, February 26, 13
  27. 27. Case Study / 2 Levi Strauss Global Go Forth Campaign • Appeal to aging Levi’s loyalists as well as the young artistic and hip • Market share has been hard in recent years with lower-end ripoffs and “luxury” brands Featuring “The Laughing Heart,” a poem by Charles Bukowski • Women’s jeans sales went from 5.4% in 2005 to 4.4% in 2010 • Men’s jeans sales went from 8.4% in 2005 to 7% in 2010 • Youth stirring tagline “Now is our time” • Launched “Go Forth” campaign with TV spot (“short film”) in 19 language versions • Including English, Japanese, French, Spanish and German • Used Walt Whitman’s poem “Pioneers! Oh Pioneers!”Tuesday, February 26, 13
  28. 28. Case Study / 2 Levi Strauss Global Go Forth Campaign • Included digital-engagement program featuring present-day pioneers from around the world with smart use of Facebook • Seeded videos throughout web within hip movement focused blogs, corporate FB and YouTube pages • Initially the “Go Forth” campaign featured online social challenge partnering with Water.org • Facebook advertising and Sponsored Stories will increase views among friends within 24 countries • Focus: • Digital • Digital & Event • Content Creation • During campaign revenue went up 9% over pervious year-long campaignTuesday, February 26, 13
  29. 29. Agenda 01 Introductions 02 History of Advertising 03 Looking Inside: Advertising Agencies 04 Budgets 05 What Success Looks Like | Case Studies 06 What Success Looks Like | Verticals 07 Resources / Q&ATuesday, February 26, 13
  30. 30. What Success Looks Like | IntegrationTuesday, February 26, 13
  31. 31. What Success Looks Like | Content Content Strategy ensures that all brand executions have a unified message across the platforms where consumers search for information. As Bryan Eisenberg states do the “sucking wind” checklist: • Do you offer a clear and valuable message? • Have you established trust and credibility? • Have you answered all the main objectives? • Have you addressed the emotional “ownership” of the sale? • Have you substantiated your claims? • Have you made the next steps clear? • Could you have said the same thing in one-third of the words?Tuesday, February 26, 13
  32. 32. What Success Looks Like | Social MediaTuesday, February 26, 13
  33. 33. What Success Looks Like | Mobile Mobile is the future the only media that has a gab between time spent and budget allocation is mobile. Consumers are savvier than ever and want to connect with brands and businesses who have a proper mobile experience. Time Spent Budget Allocation Responsive DesignTuesday, February 26, 13
  34. 34. What Success Looks Like | Measurement Retarget Paid Ads Social Media Website Mobile Site Email Social Media WOM Email SEO ATTRACT CONVERT RETAIN Pre Visit Planning Pre Visit Planning Post Visit VisitTuesday, February 26, 13
  35. 35. What Success Looks Like | Measurement - Success Measurements and Key Performance Indicators (KPIs) - Technical Implementation - Testing and Optimization - Customized Reporting & Recommendations - Refine, Adjust, Test & OptimizeTuesday, February 26, 13
  36. 36. Agenda 01 Introductions 02 History of Advertising 03 Looking Inside: Advertising Agencies 04 Budgets 05 What Success Looks Like 06 Verticals To Get Behind NOW 07 Resources / Q&ATuesday, February 26, 13
  37. 37. Resources & QA Everyday Blogs: • Convince & Convert • http://www.convinceandconvert.com/ • Mashable • http://mashable.com/ • eMarketer • http://www.emarketer.com/ • Bryan Eisenberg • http://www.bryaneisenberg.com • The Community for Education Leaders - Cisco’s Get Ideas • http://getideas.org/ Books: • Mark Schaefer Return on Influence: The Revolutionary Power of Klout, Social Scoring and Influence Marketing • Malcolm Gladwell (series) Blink: The Power of Thinking Without Thinking • Bryan & Jeffrey Eisenberg Call to Action: Secret Formulas to Improve Online ResultsTuesday, February 26, 13
  38. 38. Thank You Jenna Rutschman Account Strategist jennar@Terralever.com 480.334.7001Tuesday, February 26, 13

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