Saving Digital from Failure by Marketing with Meaning

Saving Digital from Failure byMarketing with MeaningBob Gilbreath – Chief Marketing StrategistBridge Worldwide

Digital Media is Improving Our Lives Everywhere

But Digital Marketing Is Not Yet Working
“If consumers are spending 30% of their time online, why are Brand Managers only spending 5% of their marketing budgets online?”
- Typical Digital Services Provider

“Why should I spend more money online? I never click on banner ads, and hardly anyone is ‘friending’ my brand on Facebook.”
- Typical Brand Manager

Some of you believe we should adapt to the rules of traditional media

Just make the banner bigger!
What do we do when people ignore these, too?

Just embrace Pre-Roll video!
Google reports a 50% abandon rate

Just start reporting Reach and Frequency (GRPs)
But isn’t their business model based on “Consumer is Boss”?

Digital marketing is on the verge of failure, again

This was supposed to be our year
People are spending more time than ever onlineDigital media is much cheaper to produce, test and purchase

But…
Total online spending is down 3%The first decline since 2002Display is down 17%
PricewaterhouseCoopers

Over 6 million Firefox users have installed Adblock
Before Adblock
After Adblock

A free, ad-supported mobile service could only convince 2% of teens to take it

Traditional marketing is on the verge of failure, too

“There's simply too much money and corporate energy devoted to this cause for those budgets, and hopes, to disappear overnight” - Jeff Goodby

There is no guarantee that the old model will survive

We have to try something different

Some are winning by trying something new

And a common theme is emerging

30% of users return to the site more than once per week
Grew profits by 8%

10 million site visits in 3Q’08 alone
Over $150 million in revenue by Year 2

Featured in iTunes app store at $.99
Hit 3-year download goal in just weeks

Isn’t this the kind of work that attracted you to digital in the first place?

Marketing that people choose to engage with
Marketing that itself improves people’s lives

It can come from a different way to apply existing planning tools and processes

Business Objective:a opportunity to grow or a problem that is holding you back
Insight:how people think and feel, and how you might help them on a higher-level need

Business Objective:improve return on investment in coupons
Insight:offers are important, but cutting coupons is less attractive to people

More than 100,000 registrations in first month
Drives shopper card and email registration, complete fraud protection, and unprecedented data analysis

Business Objective:reduce the amount of in-progress order queries
Insight:tracking online orders has become a national obsession

Used in over 1 million orders in the first 2 months
Online orders account for 28% of all Domino’s sales
and the tracker is used by 75% of these customers

Business Objective:uncover new revenue streams with greater profitability
Insight:people have an insatiable craving for personalized products

One 7-oz pack for $12.99,
Minimum 3 packs, plus shipping and handling
Credited with “revitalizing the brand”

Business Objective:increase consumption of Glucerna products for people with diabetes
Insight:newly diagnosed are unsure of what changes they must make in their diets

People are testing more and losing weight
Participants buy 3x more Abbott Products

It works for B2B

Business Objective:increase loyalty to the Trane brand of heating and cooling equipment
Insight:service professionals are under constant pressure to understand new systems

First online course attracted 1,200 people

It works for non-profits

Business Objective:retain and grow share of believers among young people in developing nations
Insight:as an earthly representative of the faith, the Pope offers a unique, personal connection

The Pope is texting
There are 46 million mobile phone users in the Philippines alone

It works for…banners!

Business Objective:deliver on the brand purpose of“sparking unexpected fun”
Insight:people are compelled to take dares…

See the Ad Here:
http://bit.ly/10ucnw

And you can still win awards…

(The Bonus Outtakes)

This Model Even Works for New-New Media

New Technology “Leapfrogs” the Old in Developing Nations

Mobile is Leapfrogging Banners to Apps

Gaming is Leapfrogging Billboards to “Extras”

The world is waiting for a marketing model
Digital should be the center of this new model
Will you lead us?

iPhone read-along app:
http://bit.ly/haTCf
www.marketingwithmeaning.com
@mktgwithmeaning