Digital Marketing(Final)


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A presentation by KGBTexas Public Relations / Advertising for members of the Greater San Antonio Chamber of Commerce.

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Digital Marketing(Final)

  1. 1. Digital Marketing What every CEO should Know ?
  2. 2. <ul><li>Online in context </li></ul><ul><li>The online landscape </li></ul><ul><li>New marketing </li></ul><ul><li>The new online consumer </li></ul><ul><li>The Long Tail </li></ul><ul><li>What you need to know you already know….. </li></ul>Can We Talk?
  3. 3. Online In Context
  4. 4. Google consolidated its position as the largest advertising agency—and advertising medium in the world.
  5. 5. Apple dropped “computer” from its name, in anticipation of the mobile phone becoming the new web access device.
  6. 6. The automobile industry moved billions of dollars from traditional media (TV, Radio, Newspaper & Magazine) into digital media, not as a trial, but as the result of experience
  7. 7. Mothers in America spend seven times as long on the web as they do watching television
  8. 8. <ul><li>Online advertising expenditure leapt by 50% from the previous year </li></ul><ul><li>YouTube serves more than 200 million videos a day online </li></ul><ul><li>The Queen of England started her own YouTube channel </li></ul><ul><li>The Dalai Lama now “Tweets” </li></ul><ul><li>The Vatican launched its own daily podcast… so why are we talking about digital again? </li></ul>Why are we talking about digital?
  9. 9. Because… <ul><li>Every conceivable consumer is now online to stay, en masse </li></ul><ul><li>Digital marketing is no longer a peripheral experiment, but an essential fundamental in the strategy of every serious marketing effort </li></ul><ul><li>Yet while the avant-garde of marketers are building online customer relationships, the majority are still building websites </li></ul>
  10. 10. A website is not enough, no matter how “optimized” it may be In fact, websites as you know them may be quite unnecessary if your digital marketing is dynamic and focused
  11. 11. But, There is Good News <ul><li>It is not too late for marketers to back out of this pretentious, site-centric, cul-de-sac and rediscover: </li></ul><ul><ul><li>The infinite potential of the world-wide-web </li></ul></ul><ul><ul><li>The creativity </li></ul></ul><ul><ul><li>The connectivity </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Marketing 2.0 </li></ul></ul><ul><ul><li>Web 2.0 </li></ul></ul><ul><ul><li>Web 3.0 </li></ul></ul><ul><ul><li>Mobile marketing </li></ul></ul>
  12. 12. But, You Have to Act Now <ul><li>If your current approach to digital marketing consists of a website, a few banner advertisements, and a budget for Search Engine Optimization (SEO), you are not really taking the new consumer seriously </li></ul><ul><li>It is time to rethink your strategic vision </li></ul><ul><li>Customer centric online marketing is your future, or you’re history </li></ul>
  13. 13. The online Landscape
  14. 14. The True Digital Revolution <ul><li>What most of us think of as digital are nothing more than appliances; computers, cameras, iPhones, printers or cell phones </li></ul><ul><li>The true digital revolution is not in the appliances, but in the PROCESSES that they improve such as: </li></ul><ul><ul><li>Designing, learning, sharing, communicating, job-searching, dating, researching, purchasing, exploring and, yes, new marketing </li></ul></ul>
  15. 15. What did being online do to these PROCESSES? <ul><li>It made doing things: </li></ul><ul><ul><li>Cheaper </li></ul></ul><ul><ul><li>Faster </li></ul></ul><ul><ul><li>More reliable </li></ul></ul><ul><ul><li>More convenient </li></ul></ul><ul><ul><li>More satisfying </li></ul></ul><ul><li>If you build it, they will come, voraciously! </li></ul>
  16. 16. So What Changed?
  17. 17. In Short, We Did
  18. 18. How? – Real Time <ul><li>It took 125 years for landline telephones to reach 1 billion people (2001) </li></ul><ul><li>In 2002, the number of mobile phone users passed the billion mark, it took 21 years </li></ul><ul><li>From there, the mobile phone global user base shot to 3 billion people in a mere 5 years </li></ul><ul><li>Then where did we go……. </li></ul>
  19. 19. We Went Online <ul><li>By the end of 1993 there were 50 websites </li></ul><ul><li>A mere six years later there were 17 million sites </li></ul><ul><li>By 2008 there were an estimated 25 billion web pages, and one sixth of the world’s population (1.4 billion people) had internet access </li></ul><ul><li>Oh we have changed all right…. </li></ul><ul><li>How has your business changed? </li></ul>
  20. 20. New Marketing
  21. 21. It is about… <ul><li>Consumers who have suddenly developed minds and muscles and the will to use them and </li></ul><ul><li>The competitive environment in which geography has become irrelevant, barriers to entry have disappeared, and traditional media have lost their audiences </li></ul><ul><li>Whether you like it or not consumers now have the ability and the will – to control the messages and the media with which they engage </li></ul><ul><li>Why do we have “New Marketing?” </li></ul>
  22. 22. The New Online Consumer
  23. 23. Implications are Profound <ul><li>Brand-centric websites of the 1990s led to the proliferation of mundane narrow minded web strategy </li></ul><ul><li>This is making it hard for marketing departments to embrace the chaotic flux of the web 2.0 world </li></ul><ul><li>Marketing today should not be conceived as a series of online campaigns </li></ul>
  24. 24. Leverage the informality of social networks <ul><li>Marketing needs to become a dynamic evolving capacity enabled by: </li></ul><ul><ul><li>User-created content </li></ul></ul><ul><ul><li>Contextualized search and retrieval </li></ul></ul><ul><ul><li>Personal interaction </li></ul></ul><ul><li>You should be doing everything you can to make available the tools and policies that encourage the development of social networks and to stimulate or support informal experience sharing </li></ul>
  25. 25. The Demand Curve Number of Buyers The Head The Tail Available Solutions
  26. 26. Online – Bigger is not better <ul><li>In the US, 4 out of every 10 small businesses receive more than 75% of their income from the web </li></ul><ul><li>Small businesses account for 99% of US companies, so the web has proven to be massively important </li></ul><ul><li>Half of all US companies are home based </li></ul><ul><li>Online businesses have evolved from simply selling physical products via a web store </li></ul>
  27. 27. Today the internet is a marketing channel <ul><li>Of all consumers with internet access, more than 6 out of 10 use the web as their dominant source of product information and for window shopping– 10 times more than those who use television as an information source </li></ul><ul><li>The new online consumer turns to the web to research solutions to particular needs, and if you do not have an effective web presence, you simply do not exist </li></ul>
  28. 28. Final Thoughts <ul><li>Customer-focus, not programming skill or artistic talent, is what brings about enduring business success online </li></ul><ul><li>The better you know your target as individuals, not as a mass, the better you are </li></ul><ul><li>Anyone in business should know enough about the technology and design to manage and direct the work of coders and artists </li></ul><ul><li>But, never simply hand over all decision-making to them </li></ul><ul><li>Develop an internet strategy, not just a website </li></ul>
  29. 29. Questions & Discussion
  30. 30. Why KGBTexas? Experience. Integrity. Passion. We build brands that build business. Full-service agency with a veteran bench.