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Interactive Marketing101 Cl2009 En

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Introducing Interactive Marketing. …

Introducing Interactive Marketing.
The Facts, Digital Trends, Cases, Opportunities and Challenges

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  • 1. Interactive Marketing 101 Oct. 2009 Mauricio Olguin Olguin Mauricio Interactive Director. Wunderman Chile Chile Interactive Director. Wunderman
  • 2. Agenda 1.  Introducing Interactive Marketing 2.  The Facts 3.  The Power of Three 3.1 Digital Trends 3.2 Cases 3.3 Opportunities and Challenges Mauricio Olguin Interactive Director. Wunderman Chile
  • 3. 1. Introducing Interactive Marketing Mauricio Olguin Interactive Director. Wunderman Chile
  • 4. “I skate to where the Puck is going to be, Not where it has been.” Wayne Gretzky Mauricio Olguin Interactive Director. Wunderman Chile 4
  • 5. The changing landscape We are living through a paradigm shift in marketing and advertising stimulated by the technology Mauricio Olguin Interactive Director. Wunderman Chile
  • 6. Mauricio Olguin Interactive Director. Wunderman Chile
  • 7. CRM Customers Really Manage Mauricio Olguin Slide 7 Interactive Director. Wunderman Chile 9 enero 2009
  • 8. Consumers are in control We must engage with consumers as participants and not just as prospects Mauricio Olguin Interactive Director. Wunderman Chile
  • 9. Ideas for digital marketing are fundamentally different Ideas need to be designed for participation and not as in the traditional model for broadcasting Mauricio Olguin Interactive Director. Wunderman Chile
  • 10. So we conceive our ideas as the start and not the end of the conversations Mauricio Olguin Slide 10 Interactive Director. Wunderman Chile October, 2009
  • 11. We find the catalyst that sparks the conversations Mauricio Olguin Slide 11 Interactive Director. Wunderman Chile October, 2009
  • 12. Content is consumed, shared and reshaped across media Mauricio Olguin Interactive Director. Wunderman Chile
  • 13. The right conversations change everything Mauricio Olguin Slide 13 Interactive Director. Wunderman Chile October, 2009
  • 14. 2. The facts Mauricio Olguin Interactive Director. Wunderman Chile
  • 15. Population, Connectivity, Usage, Spending, Trending Mauricio Olguin Interactive Director. Wunderman Chile
  • 16. Latin America Internet General Profile   570 million residents, 170 million people using the Internet   865% is the growth for the region’s online consumers, since 2000 to 2009 Mauricio Olguin Interactive Director. Wunderman Chile 16
  • 17. Internet Usage and Population Statistics LTA 2009 Country Population Internet Usage, Latest % Population User Growth (2000-2009) % Users in Table. ( 2009 Est. ) date (Penetration) Argentina 40,913,584 20,000,000 48.9 % 700.0 % 11.6 % Bolivia 9,775,246 1,000,000 10.2 % 733.3 % 0.6 % Brazil 198,739,269 67,510,400 34.0 % 1,250.2 % 39.3 % Chile 16,601,707 8,368,719 50.4 % 376.2 % 4.9 % Colombia 43,677,372 18,234,822 41.7 % 1,976.9 % 10.6 % Costa rica 4,253,877 1,500,000 35.3 % 500.0 % 0.9 % Cuba 11,451,652 1,450,000 12.7 % 2,316.7 % 0.8 % Dominican Republic 9,650,054 3,000,000 31.1 % 5,354.5 % 1.7 % Ecuador 14,573,101 1,634,828 11.2 % 808.2 % 1.0 % El Salvador 7,185,21 763,00 10.6 % 1,807.5 % 0.4 % Guatemala 13,276,517 1,320,000 9.9 % 1,930.8 % 0.8 % Honduras 7,833,696 658,500 8.4 % 1.546.3 % 0.4 % Mexico 111,211,789 27,400,000 24.6 % 910.2 % 15.9 % Nicaragua 5,891,199 155,000 2.6 % 210.0 % 0.1 % Panama 3,360,474 778,800 23.2 % 1,630.7 % 0.5 % Paraguay 6,995,655 530,300 7.6 % 2,551.5 % 0.3 % Peru 29,546,963 7,636,400 25.8 % 205.5 % 0.6 % Puerto Rico 3,966,213 1,000,000 25.2 % 400.0 % 0.6 % Uruguay 3,494,382 1,340,000 38.3 % 262.2 % 0.8 % Venezuela 26,814,843 7,552,570 28.2 % 695.0 % 4.4 % Mauricio Olguin Slide 17 Interactive Director. Wunderman Chile 569,212,811 TOTAL October, 2009 171,833,339 30.2 % 865.7 % 100.0 %
  • 18. LTA MM Internet Users Mauricio Olguin Slide 18 Interactive Director. Wunderman Chile October, 2009
  • 19. Where is the online users in LTA? Behavioral –  Heavy users of e-mail, instant message services, comunities, general website navigation; Participation –  YouTube, Wikipedia, Fotolog/ Flickr, Blogs, buzz marketing activities, WOM; Social networks –  Facebook, twitter, Orkut, LinkedIn. Mauricio Olguin Interactive Director. Wunderman Chile
  • 20. Broadband Adoption   Fast adoption of broadband connections will increase even more the full experience of rich internet applications and web2.0   Region currently experience growth rates much higher than most regions   Broadband penetration should achieve 20-25% in 2010 Mauricio Olguin Interactive Director. Wunderman Chile
  • 21. Argentina   Population: 40,913,584   Internet users: 20,000,000   % Penetration: 48.9 %   Growth rate (2000-2009): 700.0 % Mauricio Olguin Interactive Director. Wunderman Chile
  • 22. Brasil   Population: 198,739,269   Internet users: 67,510,400   % Penetration: 34.0 %   Growth rate (2000-2009): 1,250.2 % Mauricio Olguin Interactive Director. Wunderman Chile
  • 23. Chile   Population: 16,601,707   Internet users: 8,368,719   % Penetration: 50.4 %   Growth rate (2000-2009): 376.2 % Mauricio Olguin Interactive Director. Wunderman Chile
  • 24. Colombia   Population: 43,677,372   Internet users: 18,234,822   % Penetration: 41.7 %   Growth rate (2000-2009): 1,976.9 % Mauricio Olguin Interactive Director. Wunderman Chile
  • 25. Mexico   Population: 111,211,789   Internet users: 27,400,000   % Penetration: 24.6 %   Growth rate (2000-2009): 910.2 % Mauricio Olguin Interactive Director. Wunderman Chile
  • 26. Venezuela   Population: 26,814,843   Internet users: 7,552,570   % Penetration: 28.2 %   Growth rate (2000-2009): 695.0 % Mauricio Olguin Interactive Director. Wunderman Chile
  • 27. e-Commerce   e-commerce is still in early stages when compared to NAM or Europe, but is presenting a steadily and considerable growth over the years. Electronics is the sixth largest category online, with between 11 to 19% of total online sales. Mauricio Olguin Interactive Director. Wunderman Chile
  • 28. Rooted in the way the web empowers people Amazon and Dell and ebay have changed the way people shop by changing how products are defined, recommended, and sold – by the people doing the buying themselves Mauricio Olguin Interactive Director. Wunderman Chile
  • 29. 3. The power of three 3.1 Digital trends 3.3 Cases 3.3 Opportunities and challenges Mauricio Olguin Interactive Director. Wunderman Chile
  • 30. 3.1 Digital trends Mauricio Olguin Interactive Director. Wunderman Chile
  • 31. Social Media Trend Social media is a conversations. Content, recommendations, ratings and public statements created by people using accessible publishing technologies. Mauricio Olguin Interactive Director. Wunderman Chile
  • 32. Listen, learn and change Consumers are demanding that agencies and their clients listen,free andand People are learn are demanding their voices be heard. change We have changed – we have taken control Mauricio Olguin Interactive Director. Wunderman Chile
  • 33. People trust people 2001 Diffusion studies found that WOM is 10x more effective than media advertising 2006 61% trust other people like themselves (as media) - Edelman Trust Barometer, 2006 A person like yourself or a peer Mauricio Olguin Interactive Director. Wunderman Chile
  • 34. Digital marketing and community Its is all about the audience. Playing in the digital landscape Using promotions that give consumers something to talk and that are relevant to our consumers lives We will tell brand stories that encourage Word of Mouth (WOM) and positive brand experiences Mauricio Olguin Interactive Director. Wunderman Chile
  • 35. Social democrat media Blogs vs Mainstream news media. CC Chapman Blogger In which some of the work we did started rivalling with traditional media programmes, even though no traditional media executive would have given this work the light of day Every Citizen is a Reporter Mauricio Olguin Interactive Director. Wunderman Chile
  • 36. “76% of consumers don’t believe that companies tell the truth in advertisements” —Yankelowich Source: Alain Thys: http://blog.futurelab.net Mauricio Olguin Interactive Director. Wunderman Chile
  • 37. media conversations start with people Mauricio Olguin Interactive Director. Wunderman Chile
  • 38. We are social media Mauricio Olguin Interactive Director. Wunderman Chile
  • 39. 800 million People Use Social Media Source: Jan. 2008 Strategy Analytics Mauricio Olguin Interactive Director. Wunderman Chile
  • 40. This is a old idea, Some people are passionate about their interests Mauricio Olguin Interactive Director. Wunderman Chile
  • 41. Passionate people can influence many Telephone & Mail facilitated Tupperware Parties We have always shared what we are Mauricio Olguin passionate about Interactive Director. Wunderman Chile
  • 42. But now, Social software tools are amplifying our messages, creations and passions Mauricio Olguin Interactive Director. Wunderman Chile
  • 43. The Red Hat Ladies is an organization of women who meet for tea wearing red hats and purple dresses. Red Hat Society: they share stories and passions Mauricio Olguin Slide 43 | 20/4/10 Interactive Director. Wunderman Chile
  • 44. they use the Web to recruit and stay connected 1.5 million members 50+ women are using: YouTube + Email + Flickr to organize a global movement Mauricio Olguin Interactive Director. Wunderman Chile
  • 45. 853,000 videos on the Web 4,330,000 images on the Web It’s not just for kids Mauricio Olguin Interactive Director. Wunderman Chile
  • 46. The red hat ladies have spread around the world, showing up in local cultures and places you never would have expected. Social software helps them connect with other women across the globe. Mauricio Olguin Interactive Director. Wunderman Chile
  • 47. Using social software, we network for information, entertainment and freedom Mauricio Olguin Interactive Director. Wunderman Chile
  • 48. How are we using social software? (Tribs) Mauricio Olguin Interactive Director. Wunderman Chile
  • 49. What we can do? Create, Inspire, Facilitate Conversations Mauricio Olguin Interactive Director. Wunderman Chile
  • 50. We are using GPS to network Mauricio Olguin Interactive Director. Wunderman Chile
  • 51. Technology facilitates global connections Between pc networks, social people networks and soon things networks Technology breaks down the boundaries. Today technology facilitates global connections Mauricio Olguin Interactive Director. Wunderman Chile
  • 52. Marketing to consumers   Consumers are who we work, create and think for…   Consumers are fragmented, into niche audiences with passions and lives   As creative marketers we should looking to play in the consumers life   As creators we want our stories to influence human behavior   Consumers want a say in how we create   Consumers want us to tell a story that makes their conversations more interesting   Consumer truths –  Make it something I really care about –  Make it fun, credible and memorable –  Make it something I can easily tell others –  Be true, so I don’t like to look like a liar Mauricio Olguin Interactive Director. Wunderman Chile
  • 53. Create conversations. Experiences Don’t create digital tactics - create conversations D. Armano Mauricio Olguin Interactive Director. Wunderman Chile
  • 54. Digital media. How do they work?   The Presentation Layer   The Business Logic   The Data Layer Mauricio Olguin Page 54 Interactive Director. Wunderman Chile
  • 55. The digital medium 1.  Integrated interactive media channels •  Corporate website •  Microsite •  Email •  Mobile •  Online Media •  On Demand 2.  Immediate Results •  User Clicks •  User Registrations •  Traffic •  Optimization •  All = Engagement measurement factors 3.  Optimization of sites and Online Media campaigns •  Just because we launch it does not mean our job is done - WE’VE ONLY JUST BEGUN •  The internet is a live and interactive medium where the consumer expects and often demands fresh and innovative content and experiences Mauricio Olguin Interactive Director. Wunderman Chile
  • 56. More Digital Trends 1.  Web 2.0 –  Rapid growth and maturation of Web 2.0 incorporating: Community, Viral, User Generated Content, and messaging –  Explosion of video content online and microbloging 2.  Mobile moves closer to being a lifestyle enhancer –  Mobile as a brand extension –  Mobile how services plataform (maps, share, backup) –  Impact of Web 2.0 on mobile 3.  Online Search gets personal and more relevant –  Maps drive geographic content –  Local Content Explodes –  Impact of Web 2.0 and mobile on search 4. IPTV Mauricio Olguin Interactive Director. Wunderman Chile 56
  • 57. 1) Web 2.0? Mauricio Olguin Interactive Director. Wunderman Chile 57
  • 58. 3 key elements of Interactive media Mauricio Olguin Interactive Director. Wunderman Chile 58
  • 59. Creating and supporting communities Classmates.com supports more than 40 million Facebook supports 2500 Colleges and 22,000 High members across more than 200,000 schools. It has Schools and has added more than 1000 Companies. It recently expanded it’s offerings to its members to just opened its doors to the general public in an attempt include dating services to compete with the newer communities. Mauricio Olguin Interactive Director. Wunderman Chile 59
  • 60. People taking control of defining content del.icio.us lets people make and share lists of websites and then use their own one-word “tags” to define those flickr uses tags to help people find photos…. websites and also lets other people their own photos flickr lets people upload and share search on those Acquired by Yahoo 2005 tags… Acquired by Yahoo in 12/05 Mauricio Olguin Interactive Director. Wunderman Chile
  • 61. Wikipedia: The Most Used Online Reference AstraZeneca and than 31 million monthly readers Wikipedia’s more key products such as Casodex, not Arimidex, Crestor, Nexium, information but write, edit, only rely on the website for and Toprol are defined here and referenced and tag millions of too review, validate,by tens ofthe articles readers a month Mauricio Olguin Interactive Director. Wunderman Chile
  • 62. Empowering personal content creation Blogger is the #1 blog network online with more than 20 YouTube owns more than 40 percent of the video- million visitors per month – of whom 19% are 45+ and sharing market, with over 60,000 new videos posted 14% are 55+ and 82% of whom have a HHI of more than daily. The site boasts more than 16 million viewers per 39k month and serves more than 100 million videos a day Mauricio Olguin Interactive Director. Wunderman Chile
  • 63. 2) Mobile enhanced   Better overall: •  More capable handsets with more features that are easier to use •  Better networks with more reliability and faster connection speeds •  Customized content and interactive offerings designed for mobile users   Functionality where you want it and need it: •  Get what you want easier with your phone’s help •  Navigate, search, find in simpler and more powerful ways •  More local and more on-demand   Targeted packages designed to fit your lifestyle and needs •  From brands you trust •  Unique combinations of content and features in a brand/lifestyle wrapper Mauricio Olguin Interactive Director. Wunderman Chile
  • 64. Brands entering the mobile market From a brand you trust Special features and functionality for parents Mauricio Olguin Interactive Director. Wunderman Chile
  • 65. Mobile Advertising (US)   E-Marketer studies (US) show 800% growth in investments in Mobile Advertising between 2006 and 2011.   Promotions based on SMS and distribution of wallpapers and ringtones are still the most common formats of mobile actions. Bluetooth Marketing and voting are starting to be used as well. Mauricio Olguin Interactive Director. Wunderman Chile
  • 66. Services emerging as capabilities mature As mobile devices have matured and as access has become more convenient – new services have emerged. Mauricio Olguin Interactive Director. Wunderman Chile
  • 67. Integration driven by behavior & user needs Finding directions has morphed into finding opportunities with the advent of advanced local search capabilities combined with the GPS capabilities of even basic phones Mauricio Olguin Interactive Director. Wunderman Chile
  • 68. Mobile Enhanced   Implications •  Mobile is growing as a connecting device that enriches a user’s life by access to relevant information on-demand at their moment of need   Opportunities •  More than a reminder device – this is now a relationship management tool that should be integrated into every program •  Mobile penetration very high in the US market but use of data features and services still looking for “killer app” •  Usage of mobile as another touch-point in a seamless RM program   Challenges •  Creating logical and desired “uses” for mobile interaction •  Even though mobile video creates ad friendly environment – lower penetration in US than other markets Mauricio Olguin Interactive Director. Wunderman Chile
  • 69. 3) Search Evolution   More Local: •  Data mining capabilities and technologies are enabling new relationships to emerge to add depth and relevance to search •  Huge explosion in content and advertising for the search portals   More Geo-Targeted: •  Local means where you live and work and even where you are now •  Navigate, search, find in simpler and more powerful ways with advanced map display technology that blends satellite imagery with graphics   Focus on relevance driving innovation: •  The notion that finding information is easy but finding the valuable information is hard is driving innovation Mauricio Olguin Interactive Director. Wunderman Chile
  • 70. Growth and opportunity The search engines have found new gold in an explosion of revenue from local search advertising as companies and organizations market to local audiences. Notice how packed this is with Web 2.0 functionality. Yahoo users can search for doctors by the ratings of other users – and can see other user’s comments and recommendations – this is a sea-change moment in Healthcare Mauricio Olguin Interactive Director. Wunderman Chile
  • 71. Real-world connections with services Geo-targeting has matured to a standard offering – another way of parsing a search result or finding a more relevant result. Driven by maturing technology and mobile usage. Mauricio Olguin Interactive Director. Wunderman Chile
  • 72. Search Evolution   Implications •  User ratings will continue to grow in usage until they cover every category – what we saw in commerce yesterday, what we see in local today, will be ubiquitous tomorrow •  The power of answers can’t be overstated   Opportunities •  Be prepared to define yourself, your brands, your products, your services, your partners, your markets – EVERYTHING •  Consumer insight can enable development of answers – driving message effectiveness in a world of questions   Challenges •  Managing the continuous and empowered scrutiny and feedback of your consumers in the marketplace in real-time •  Developing and delivering answers Mauricio Olguin Interactive Director. Wunderman Chile
  • 73. 3.2 Cases Mauricio Olguin Interactive Director. Wunderman Chile
  • 74. Nokia: One of the most transparent marketers in the world Mauricio Olguin Interactive Director. Wunderman Chile
  • 75. Ford: Puts the product in the hands of social media practitioners Mauricio Olguin Interactive Director. Wunderman Chile
  • 76. Jeep Share The Experience Jeep Listens and Features Brand evangelists.   Has added a “Share with Jeep” Function to the top navigation bar   The “Share” home page facilitates Jeep (brand)-oriented ways to serve up information   Offers links to user-generated “communities”   Rewards content creators by featuring their content on the Jeep site. http://www.jeep.com/en/ experience/community/ urban_ranger/# Mauricio Olguin Interactive Director. Wunderman Chile
  • 77. Pepsi Social Gaming Rock Band Partnered with MTV, Pepsi uses people’s desire for notoriety for their mad Rock Band skills to inspire people to create content for the brand. Mauricio Olguin Interactive Director. Wunderman Chile
  • 78. BurgerKing into social networks to inspire people to create meta content. La aplicación sacrifica a 10 amigos en Facebook por un Wopper que se descargaba desde el sitio whoppersacrifice.com que se incorpora a tu perfil. 82.771 personas sacrificaron a233.906 amigos por un Whopper Mauricio Olguin Interactive Director. Wunderman Chile
  • 79. Nike Plus social app to inspire people to create meta content. Los corredores pueden motivarse marcando metas, retando a otros usuarios a carreras virtuales o a alcanzar determinados objetivos, poniéndose en contacto con sus amigos el sitio. +160 millones de kilómetros +de 900.000 retos +1,7 millones de objetivos +140.000 programas de entrenamiento en todo el mundoVer Mauricio Olguin Interactive Director. Wunderman Chile
  • 80. Nescafe.cl Brand social network Conecting People into a comunity of sharing experience. Tips and events of “volver a tomar lo mejor de la vida” 170.000 Members. Grow 70% only in 2H2009 + 70.000 User activities + 30.000 tips and events upload by users + 60.000 coments by users + 30.000 Friends + 100.000 uniques visitors by moth + de 1,8 MM of pages views Full engagement! Creamos valor no sólo de la distribución primaria de la marca, sino también del contenido adicional resultante de las interacciones de los usuarios al compartir, participar, y propagar Mauricio Olguin contenido Interactive Director. Wunderman Chile
  • 81. 3.3 Opportunities & Challenges Next 3 years Mauricio Olguin Interactive Director. Wunderman Chile
  • 82. Mobil oportunities Mobil broadband 3G Mobil data and services Mobile mixing broadcast, interactive, retail and payment system in one device Mobil + GPS+ Maps+ Navigation Mauricio Olguin Interactive Director. Wunderman Chile
  • 83. Data flows Understand the triggers of behaviour Create new opportunities to connect with consumers Behavior targeting Social Monitoring Mauricio Olguin Interactive Director. Wunderman Chile
  • 84. thank you ;o) @molguinm molguinm Mauricio Olguin Interactive Director. Wunderman Chile
  • 85. ? @molguinm molguinm Mauricio Olguin Interactive Director. Wunderman Chile
  • 86. Sources Wunderman Univertity. Kevin Kelly. Ted.com Joanna Peña-Bickley. Wunderman Internet World Stats Daniel Armano Forrester research Emarketer Jesse James Garrett @molguinm molguinm Mauricio Olguin Interactive Director. Wunderman Chile