Navigating the Digital Media Landscape

THE DIGITAL MEDIA LANDSCAPE OF 2008-2009 Social Media Consumer Generated Media Online Video Search Marketing Widgets Mobile Web 2.0 Online Advertising Email Websites

SOCIAL MEDIA Online communities of people Share ideas, content, and recommendations 74% of respondents choose companies or brands based on customer service experiences shared by other Web users on the Internet. (Source: Brandweek/ Society for New Communications Research, Palo Alto, Calif) 81% of those polled said they believe blogs, online rating systems and discussion forums give consumers "a greater voice" in customer service. (Source: Brandweek/ Society for New Communications Research, Palo Alto, Calif)

Online communities of people

Share ideas, content, and recommendations

74% of respondents choose companies or brands based on customer service experiences shared by other Web users on the Internet. (Source: Brandweek/ Society for New Communications Research, Palo Alto, Calif)

81% of those polled said they believe blogs, online rating systems and discussion forums give consumers "a greater voice" in customer service. (Source: Brandweek/ Society for New Communications Research, Palo Alto, Calif)

CONSUMER GENERATED MEDIA Consumer reviews on Amazon, Netflix Consumer advertising on eBay, YouTube Consumer created ads for Doritos, Heinz Blogs created by consumers and adopted by major brands Google Ads created by consumers to promote their hobbies, businesses, and affiliations Websites created by fans of brands http://www.marklivesinikea.com

Consumer reviews on Amazon, Netflix

Consumer advertising on eBay, YouTube

Consumer created ads for Doritos, Heinz

Blogs created by consumers and adopted by major brands

Google Ads created by consumers to promote their hobbies, businesses, and affiliations

Websites created by fans of brands

ONLINE VIDEO Daily traffic to YouTube has nearly doubled to 48% of adults 54% of adults now have high-speed Internet connections at home 48 % of respondents used a video-sharing site, up from last year's 33% 15% of the respondents used a video-sharing site in the day before they answered the survey (Source: Pew Internet & American Life Project ) http://www.marklivesinikea.com

Daily traffic to YouTube has nearly doubled to 48% of adults

54% of adults now have high-speed Internet connections at home

48 % of respondents used a video-sharing site, up from last year's 33%

15% of the respondents used a video-sharing site in the day before they answered the survey (Source: Pew Internet & American Life Project )

SEARCH Search is the number one use of the Internet Search Engine Optimization helps a marketer’s website become listed prominently on the Search Results Page of Search Engines (Google, Yahoo!, MSN) Search Engine Marketing (SEM) ensures that a marketer’s website appears prominently on the Search Results Page of Search Engines (Google, Yahoo!, MSN) Pay-per-click SEM sends qualified leads directly to your website or landing page

Search is the number one use of the Internet

Search Engine Optimization helps a marketer’s website become listed prominently on the Search Results Page of Search Engines (Google, Yahoo!, MSN)

Search Engine Marketing (SEM) ensures that a marketer’s website appears prominently on the Search Results Page of Search Engines (Google, Yahoo!, MSN)

Pay-per-click SEM sends qualified leads directly to your website or landing page

WIDGETS Widgets help marketers to deliver their product and/or service to the desktops of consumers computers Widgets are downloadable and/or are easily embedded on consumers own websites, Social Network Pages, or blogs. Examples of widgets include calendars, calculators, traffic monitors, stock monitors, weather forecasts, news tickers, sports scores, sales monitors, slideshows, blog watchers, maps, driving directions, etc.

Widgets help marketers to deliver their product and/or service to the desktops of consumers computers

Widgets are downloadable and/or are easily embedded on consumers own websites, Social Network Pages, or blogs.

Examples of widgets include calendars, calculators, traffic monitors, stock monitors, weather forecasts, news tickers, sports scores, sales monitors, slideshows, blog watchers, maps, driving directions, etc.

MOBILE Of the 60% of consumers who will limit their discretionary spending (due to a slowed economy), 41% of consumers, however, have no plans to stop or cut-back on the purchase of cell phones, making it an increasingly viable advertising channel (Source: 2008 Harris Interactive study) 16% of U.S. homes are using wireless phones exclusively (Source: 2008 National Center for Health Statistics) Non-digital media (print ads, direct mail, outdoor) are incorporating mobile text messaging call-to-actions to generate more immediate consumer responses Pens Mobile Club - Text PENS to 32623 to Join ant to stay connected with the Pens at all times? Sign up to receive free text message alerts! Whether there is a big trade, breaking news, or special offers - you will find out first.Alerts go out after every game and include the 3 stars of the game. There is no charge to receive Pens Text Alerts. Standard text messaging rates apply.

Of the 60% of consumers who will limit their discretionary spending (due to a slowed economy), 41% of consumers, however, have no plans to stop or cut-back on the purchase of cell phones, making it an increasingly viable advertising channel (Source: 2008 Harris Interactive study)

16% of U.S. homes are using wireless phones exclusively (Source: 2008 National Center for Health Statistics)

Non-digital media (print ads, direct mail, outdoor) are incorporating mobile text messaging call-to-actions to generate more immediate consumer responses

WEB 2.0 Web 2.0 refers to the trend in web development that recognizes how people are using a website and uses that activity help shape the website experience for others Some examples of Web 2.0 The “Most Popular Visited Pages” list of a website become the most useful links on that website “ Consumers who ordered this product also ordered these” Consumer reviews of products Onsite Comments and Feedback Tags and Buzzclouds

Web 2.0 refers to the trend in web development that recognizes how people are using a website and uses that activity help shape the website experience for others

Some examples of Web 2.0

The “Most Popular Visited Pages” list of a website become the most useful links on that website

“ Consumers who ordered this product also ordered these”

Consumer reviews of products

Onsite Comments and Feedback

Tags and Buzzclouds

ONLINE ADVERTISING Contextually relevant ad placements (typical ad placements based on content that matches advertisers with areas of interest) Behavioral targeting (ad networks track consumers that indicate an interest in a topic on one site and begin advertising to them about that topic on subsequent sites) Re-targeting (people that visit your website are tagged and then shown ads on other websites after leaving your site) Rich-media (transactions and data gathering are built directly into the ad unit) Sponsorships (gaining tighter ties with relevant content) Affiliations (ad serving networks that deliver click-throughs to your site)

Contextually relevant ad placements (typical ad placements based on content that matches advertisers with areas of interest)

Behavioral targeting (ad networks track consumers that indicate an interest in a topic on one site and begin advertising to them about that topic on subsequent sites)

Re-targeting (people that visit your website are tagged and then shown ads on other websites after leaving your site)

Rich-media (transactions and data gathering are built directly into the ad unit)

Sponsorships (gaining tighter ties with relevant content)

Affiliations (ad serving networks that deliver click-throughs to your site)

EMAIL House lists over bought lists - bought lists produce spam and subsequently backlash Content driven - email’s value to the receiver is based on it’s content Sent rate, open rate, click-throughs are the primary metrics that determine an email campaign’s success between 40% to 70% of all email is currently getting blocked by spam filters!

House lists over bought lists - bought lists produce spam and subsequently backlash

Content driven - email’s value to the receiver is based on it’s content

Sent rate, open rate, click-throughs are the primary metrics that determine an email campaign’s success

WEBSITE Websites are becoming more transactional over informational Microsites are increasing in popularity as a method for addressing specific events and supporting specific campaigns

Websites are becoming more transactional over informational

Microsites are increasing in popularity as a method for addressing specific events and supporting specific campaigns

TOP 10 ONLINE MARKETING TRENDS 10. Social networking will get more and more niche. 9. Viral campaign Web sites will have a purpose. 8. User-generated content will be a component on most new Web sites. 7. Email marketers will demand more strategy from their marketing agencies. 6. Great content is king. 5. Most successful companies will become media companies. 4. The Democrat majority in Congress swings the tide of online marketing. 3. Greater integration of video into all Web sites. 2. Email mantra: list segmentation + relevant content = improved results. 1. Thoughtful, cause-related (green) marketing is the biggest winner. Source: marketingprofs.com

10. Social networking will get more and more niche.

9. Viral campaign Web sites will have a purpose.

8. User-generated content will be a component on most new Web sites.

7. Email marketers will demand more strategy from their marketing agencies.

6. Great content is king.

5. Most successful companies will become media companies.

4. The Democrat majority in Congress swings the tide of online marketing.

3. Greater integration of video into all Web sites.

2. Email mantra: list segmentation + relevant content = improved results.

1. Thoughtful, cause-related (green) marketing is the biggest winner.

Source: marketingprofs.com

WHAT TO LOOK FOR IN AN INTERACTIVE AGENCY Experience with online retail marketing Experience with building and managing databases Full-service interactive capabilities (strategic, creative, programming, hosting, email delivery, online ad development and support, web development and support) Experience with successfully integrating traditional and interactive elements in ongoing marketing campaigns Experience with Social Media Experience with creating and implementing online video Experience with implementing Web 2.0 standards Experience with developing overall digital media strategies that extend beyond the website and email campaign Experience with targeted online media and the development of rich-media campaigns

Experience with online retail marketing

Experience with building and managing databases

Full-service interactive capabilities (strategic, creative, programming, hosting, email delivery, online ad development and support, web development and support)

Experience with successfully integrating traditional and interactive elements in ongoing marketing campaigns

Experience with Social Media

Experience with creating and implementing online video

Experience with implementing Web 2.0 standards

Experience with developing overall digital media strategies that extend beyond the website and email campaign

Experience with targeted online media and the development of rich-media campaigns

Numantra is a very unique and results-driven advertising & marketing agency that was started on the crest of a tidal wave of change that ushered in the 21st Century. Our founding partners recognized the coming of this change and purposefully created a company shaped in the image of the unstoppable future. Find out what Numantra can do for you. Visit hire.numantra.com for more information.