1. DIGITAL MARKETING : 101 Presented By: Joanna Pena-Bickley VP, Interactive Group Creative Director An introduction to the Digital Marketing for traditional marketers and agencies +
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5. THE COUNTER-CULTURE IS THE MAINSTREAM NEWS MEDIA BBC Newlsline Ticker 19,550 /million CNN 18,600 New York Times 8,740 Drudge Report 4,210 Washington Post 3,755 Reuters Online 3,680 Guardian Unlimited 2,985 Al Jazeera 2,925 Wall Street Journal 1,995 Le Monde 990 The Huffington Post 959 The Economist 740 Daily Kos (State of theNation) 722 Crooks&Liars (John Amato) 525 Xu Jing Lei 56,750/million 1,000-4,000 comments per article Blogs vs. Mainstream News Media : Early days, yet traffic is growing Every Citizen is a Reporter In which (semi-)amateurs start to “play for real” Alain Thys - FutureLab
6. MAINSTREAM CULTURE SHIFTS MEDIA Nielsen Rating – Nov 6- Nov 12 YouTube TOP 3 (20 nov 2006) In which (semi-)amateurs start to “play for real” Alain Thys - FutureLab 20.8 CBS CSI: Crime Scene Investigation 3. 22.0 ABC Dancing With the Stars 2. 22.3 million ABC Desperate Housewives 1. 12.7 Quick Change Artists 17.3 Pokemon Theme Music 35.7 MM Evolution of Dance
7. THE SHIFT - THE MEDIUM CATCH UP ONLINE MEDIA PLAY CATCH UP WITH TRADITIONAL OUTLETS July 2006 (cc) Lynette Webb, 2006 Alain Thys - FutureLab
8. THE BIGGEST DIGITAL MEDIA PLAYER - THE LONG TAIL THE BIGGEST PLAYER IS The long, long, long, long, long tail 1-200,000 1,000-200,000 Alain Thys - FutureLab
11. WHAT CREATES CONSUMER CONVERSATIONS? of consumers don’t believe that companies tell the truth in advertisements 76% Yankelowich Alain Thys - FutureLab
12. CONVERSATIONS START WITH PEOPLE THERE IS STILL ONE TRUSTED MEDIUM LEFT IN THE WORLD Alain Thys - FutureLab MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT
13. PEOPLE TRUST PEOPLE - NOT MARKETERS A person like yourself or a peer Edelman Trust Barometer 2006 When forming an opinion of a company, how credible would the information be from … Alain Thys - FutureLab 15 Blogger 16 PR person 17 Entertainer 19 Union 29 CEO 33 Regular employee 36 Lawyer 53 Accountant 58 NGO Rep 58 Financial Analyst 61 Person like yourself/peer 62 Doctor or similar 62 Academic %
14. PEOPLE TRUST PEOPLE People Trust Humans 3 Radio 4 TV 4 Magazines 14 Other 14 Retailer information 16 Product/Company Information 21 Internet 25 Newspaper Coupons 33 Word-of-mouth from family & friends 36 In-store demonstration 49 In-store Sales Associate % Source Source: CMO Council’s Retail Fluency Report, 2005 Most influential information sources in purchasing electronic goods? (TOP 3) Alain Thys - FutureLab
15. PEOPLE TRUST PEOPLE - THE IGNORED REALITY This is not a “new hype” just an ignored reality 61% trust other people like themselves (as media) - Edelman Trust Barometer, 2006 2006 Diffusion studies found that WOM is 10x more effective than media advertising 2001 Word-of-Mouth (WOM) is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch and 2x as effective as radio advertising 1955 36% of surveyed consumers reported learning of an innovation through word-of-mouth, while 48% reported being influenced by WOM when making a purchase decision 1967 Alain Thys - FutureLab
29. DIGITAL MARKETING : 101 Presented By: Joanna Pena-Bickley VP, Interactive Group Creative Director An introduction to the Digital Marketing for traditional marketers and agencies + CONTINUE THE CONVERSATION AT HTTP://JOANNAPENABICKLEY.TYPEPAD.COM
Editor's Notes
This is a speech to go beyond the hype that marketing is dead, yet look at the most important word in the thunderstorm McKinsey captured in their 2005 article. TRADITIONAL marketing is dead. Traditional, as in what we’ve been doing for the last 40-50 years. Yet rather than advise all sorts of hype activities I wanted to dig deeper and look for the opportunities which are currently untapped.
And they considered the relationship with the viewer a contract. And nowhere I have found this contract better described as in the words of Jamie Kellner. Quote In other words, if you do not watch the adverts we splice between the wonderful programming, you are a BAD BAD BAD consumer ---- Yet then the power shifted. First we obtained the tools to take control of the one way, cnetrally directed information stream that was being pushed our way. From now on we could go straight to what we wanted, when we wanted it and how we wanted it. Suddently we could
In which some of the work we did started rivalling with traditional media programms, even though no traditional media executive would have given this work the light of day
In which some of the work we did started rivalling with traditional media programming, even though no traditional media executive would have given this work the light of day
Its not advertising
Because there is still one trusted medium left in the world … and that medium … is ME
THUS THE IMPORTANCE OF COMMUNITY
In communication terms, this trust in fellow humans leads us to word of mouth, which is still the major form of communication. It is what makes communites and strats viruses. See the epidemiology and history of AIDS in the early 80s
Between the time I wrote this slide and I have introduced it to you… it has changed again.
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