Digital Marketing –
the Strategic Value Today and Tomorrow
Zurich, 25th Sep 2008
Dr. Martin Widmer
Managing Partner, Serranetga GmbH
‹Nr.› www.serranetga.com

Agenda
1. Status Quo of the Digital Marketing Market
2. Rules of Digital Marketing
3. Dimensions and Ways of Digital Marketing
4. Elaborating the Strategic Value
5. Connecting your Customer
6. The Future of Digital Marketing
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2 www.serranetga.com
www.namics.com

Digital Marketing World
Sponsored Display Ads
content Social media
Mobile
Consumer
companion
Product world
PR /
Promotion CRM
Search and
Sponsorships
Classifieds
Gaming and Direct
Entertainment marketing
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What do these numbers mean?
= 2.5
= 6
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Worldwide Revenue Development
[PricewaterhouseCoopers 2008; eMarketer 2008]
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US Internet Ad Market (by Category)
[PricewaterhouseCoopers 2008]
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US Internet Ad Market (by Industry Category)
[PricewaterhouseCoopers 2008]
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US Internet Ad Market (by Consumer Category)
[PricewaterhouseCoopers 2008]
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8 www.serranetga.com
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Internet Services: Viral Disruption
Internet Services have a very fast adoption!
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(1) TV & Video Ad: Channel Switch Ad
TV zapping Advertisment TV
Interaction > Internet Link
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10 * As of December 2007 www.serranetga.com
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(1) TV & Video Ad: Spiegel.de
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11 www.serranetga.com
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(1) TV & Video Ad: FAZ.net
15 sec Video Pre-roll Ad News Video: Unlimited (1 - 5 min)
Blocked time Full control
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12 www.serranetga.com
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(2) Rogers: Adoption of Innovation
….
3G phones
Early Late
majority majority
Early Laggards
Adopters
Innovators 2.5% 13.5% 34% 34% 16%
Adoption time of innovations
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13 www.serranetga.com
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(2) Mobile Display Ad
Landing page SMS altert Test drive
Entering Portal
Mobile content
Inter. campaign SMS altert
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14 www.serranetga.com
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(2) Mobile Advertising: iPhone Examples
Mobile Banner
Mobile Landing Page
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15 www.serranetga.com
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(2) Mobile Advertising: iPhone Examples
Local Mobile Ads
Mobile Video Ads
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16 www.serranetga.com
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(2) Mobile Advertising Market Players
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17 www.serranetga.com
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(3) Internet Communities: e.g. Facebook
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18 www.serranetga.com
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(3) Internet Community Ads
All Swiss Users:
From 7.5 mio
8.8 % of
all Swiss
In Switzerland:
659‘880 users
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19 www.serranetga.com
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(3) Internet Community Ads
Will be show only to
targeted users
Feedback
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Gartner Wave: What is strategic for you?
Video / IPTV Ads
Display Ads /
E-Mail
Mobile Leads /
Ads Affiliates Search /
Classifieds
Internet
In-Game Ads
Communities
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The Future of Digital Branding
Golf
consumer
„Teitleist“
„Rolex“
„Porsche“
Sailing „Sunseeker“
St.Moritz „Paul & Shark“
„Corviglia“
„Pommery“
(Strübi, echolot, 2008)
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The future of digital marketing
 More customer data
 More channels
 More automation
 More measurability
 Less cost per contact
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Thank you!
Dr. Martin Widmer
E-Mail: martin@serranetga.com
GSM: +41 76 573 02 75
Skype: milli_0815
XING: https://www.xing.com/hp/Martin_Widmer/
Linkedin: http://www.linkedin.com/in/martinwidmer
Presentations: http://www.slideshare.net/milli_0815
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