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Cmo Conference Zurich 2008 Online Marketing
 

Cmo Conference Zurich 2008 Online Marketing

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More info's: http://www.cmo-conference.org/

More info's: http://www.cmo-conference.org/

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    Cmo Conference Zurich 2008 Online Marketing Cmo Conference Zurich 2008 Online Marketing Presentation Transcript

    • 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 ‹Nr.› 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 ‹Nr.› 3 www.serranetga.com www.namics.com
    • What do these numbers mean? = 2.5 = 6 ‹Nr.› 4 www.serranetga.com www.namics.com
    • Worldwide Revenue Development [PricewaterhouseCoopers 2008; eMarketer 2008] ‹Nr.› 5 www.serranetga.com www.namics.com
    • US Internet Ad Market (by Category) [PricewaterhouseCoopers 2008] ‹Nr.› 6 www.serranetga.com www.namics.com
    • US Internet Ad Market (by Industry Category) [PricewaterhouseCoopers 2008] ‹Nr.› 7 www.serranetga.com www.namics.com
    • US Internet Ad Market (by Consumer Category) [PricewaterhouseCoopers 2008] ‹Nr.› 8 www.serranetga.com www.namics.com
    • Internet Services: Viral Disruption Internet Services have a very fast adoption! ‹Nr.› 9 www.serranetga.com www.namics.com
    • (1) TV & Video Ad: Channel Switch Ad TV zapping Advertisment TV Interaction > Internet Link ‹Nr.› 10 * As of December 2007 www.serranetga.com www.namics.com
    • (1) TV & Video Ad: Spiegel.de ‹Nr.› 11 www.serranetga.com www.namics.com
    • (1) TV & Video Ad: FAZ.net 15 sec Video Pre-roll Ad News Video: Unlimited (1 - 5 min) Blocked time Full control ‹Nr.› 12 www.serranetga.com www.namics.com
    • (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 ‹Nr.› 13 www.serranetga.com www.namics.com
    • (2) Mobile Display Ad Landing page SMS altert Test drive Entering Portal Mobile content Inter. campaign SMS altert ‹Nr.› 14 www.serranetga.com www.namics.com
    • (2) Mobile Advertising: iPhone Examples Mobile Banner Mobile Landing Page ‹Nr.› 15 www.serranetga.com www.namics.com
    • (2) Mobile Advertising: iPhone Examples Local Mobile Ads Mobile Video Ads ‹Nr.› 16 www.serranetga.com www.namics.com
    • (2) Mobile Advertising Market Players ‹Nr.› 17 www.serranetga.com www.namics.com
    • (3) Internet Communities: e.g. Facebook ‹Nr.› 18 www.serranetga.com www.namics.com
    • (3) Internet Community Ads All Swiss Users: From 7.5 mio 8.8 % of all Swiss In Switzerland: 659‘880 users ‹Nr.› 19 www.serranetga.com www.namics.com
    • (3) Internet Community Ads Will be show only to targeted users Feedback ‹Nr.› 20 www.serranetga.com www.namics.com
    • 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 ‹Nr.› 21 www.serranetga.com www.namics.com
    • The Future of Digital Branding Golf consumer „Teitleist“ „Rolex“ „Porsche“ Sailing „Sunseeker“ St.Moritz „Paul & Shark“ „Corviglia“ „Pommery“ (Strübi, echolot, 2008) ‹Nr.› 22 www.serranetga.com www.namics.com
    • The future of digital marketing   More customer data   More channels   More automation   More measurability   Less cost per contact ‹Nr.› 23 www.serranetga.com www.namics.com
    • 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 ‹Nr.› 24 www.serranetga.com www.namics.com