The Digital Media Explosion


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Social media, online video, consumer generated media, search marketing, mobile/apps, online advertising, and email. The latest in online marketing.

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The Digital Media Explosion

  1. 1. The Digital Media Explosion
  2. 2. THE DIGITAL MEDIA LANDSCAPE OF 2009-10 Social Media Consumer Generated Media Online Video Search Marketing Mobile/Apps Online Advertising Email Websites
  3. 3. Social Media Surges Ahead Social Media Surges Ahead
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  5. 6. LA Times: Burger King sacrifices Facebook app after dispute Burger King has decided to end its Whopper Sacrifice campaign, which asked Facebook users to remove 10 of their friends in order to earn a coupon for a free burger. But not before 233,906 people were defriended, discovering that their friendships are worth less than one-tenth of a Whopper -- roughly 24 cents after tax. Ouch
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  8. 12. The Consumer Takes Over
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  10. 15. Doritos Ups The Pot For Super Bowls Ad Contest USA Today Frito-Lay is announcing today that it's adding some spice to what already seems like a Super Bowl tradition: the annual consumer-generated commercials for Doritos , Bruce Horovitz reports. Three, rather than two, 30-second executions will be aired and the company is offering up to $5 million in prize money, rather than the $1 million that two unemployed brothers won last year by finishing first in USA Today 's Ad Meter poll. This year, an Ad Meter top-prize winner will get $1 million; a second place will garner $600,000; third, $400,000. If the spots finish 1-2-3 in the polling, each will get a $1 million bonus. &quot;This is a new world where one person (online) can make a difference to millions,&quot; says Ann Mukherjee, group vp of marketing at Frito-Lay. &quot;If we can trust them with our brand, they become better ambassadors than we can ever be.&quot; But a payoff is assured only for Frito-Lay, notes Kathy Sharpe, owner of Sharpe Partners. &quot;Even if [the ads] don't win Ad Meter, they still get buzz and engage consumers with their brand.&quot; <ul><li> </li></ul>
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  15. 20. Online Video Draws a Crowd
  16. 21. <ul><li>Daily traffic to YouTube has nearly doubled to 48% of adults </li></ul><ul><li>54% of adults now have high-speed Internet connections at home </li></ul><ul><li>48 % of respondents used a video-sharing site, up from last year's 33% </li></ul><ul><li>15% of the respondents used a video-sharing site in the day before they answered the survey (Source: Pew Internet & American Life Project ) </li></ul>Online Video
  17. 22. <ul><li>78.5 percent of the total U.S. Internet audience viewed online video. </li></ul><ul><li>The average online video viewer watched 309 minutes of video, or more than 5 hours. </li></ul><ul><li>98.9 million viewers watched 5.9 billion videos on (59.2 videos per viewer). </li></ul><ul><li>48.7 million viewers watched 367 million videos on (7.6 videos per viewer). </li></ul><ul><li>The duration of the average online video was 3.2 minutes. </li></ul><ul><li>The duration of the average online video viewed at Hulu was 10.1 minutes, higher than any other video property in the top ten. </li></ul><ul><li>ComScore video statistics for December 2008 </li></ul>Online Video
  18. 25. Per BMW, the site allows content to be uploaded to a video library from any country. It will also have high-definition videos with embedded hotspots that can launch superimposed information or video windows. That feature will be on things like a &quot;car configurator&quot; program, where one can research and personalize a vehicle. <ul><li> </li></ul>
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  20. 27. Everybody’s Searching for Something
  21. 30. Mobile is Finally Going Places
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  24. 37. Technology Helps Advertising Work Harder
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  28. 41. Websites Move Beyond Information into Real Interaction
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  32. 45. Email is Hard at Work
  33. 46. BrandWeek: Permission-Based E-mail Affects Purchase Decisions Much as consumers dislike being spammed, an Epsilon study released this week says those who've signed up to receive &quot;permission-based e-mail&quot; from retailers are happy to get it. In the polling (fielded last October) of people who've opted in to receive such e-mails, 56 percent of respondents said the messages make them more likely to buy from a store that sent them. Nearly as many (52 percent) said the e-mails give them a more favorable opinion of the store, and 48 percent feel &quot;more loyal&quot; toward the retailer as a result of the messages
  34. 47. EMAIL <ul><li>House lists over bought lists - bought lists produce spam and subsequently backlash </li></ul><ul><li>Content driven - email’s value to the receiver is based on it’s content </li></ul><ul><li>Sent rate, open rate, click-throughs are the primary metrics that determine an email campaign’s success </li></ul>between 40% to 70% of all email is currently getting blocked by spam filters!
  35. 50. DISCUSSION