Interactive Marketing
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Interactive Marketing

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Presentation made at SPAACS the ad school in Sri Lanka

Presentation made at SPAACS the ad school in Sri Lanka

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Interactive Marketing Interactive Marketing Presentation Transcript

  • Web 2.0 Introduction to interactive media Presented By Sanjay Mendis Cofounder 230 Interactive Pvt Ltd
  • The Presentation • Understanding you • Web 2.0 • Websites • The online user • Brand examples • Online advertising • Tribes • Create your own
  • Understanding the audience Over to you! View slide
  • What is Interactive Marketing “Interactive Marketing refers to the evolving trend in marketing whereby marketing has moved from a transaction- based effort to a conversation” John Deighton at Harvard, View slide
  • Web 2.0
  • Why do they exist? Revenue generation from online advertising • US first quarter spending U$ 5.5 billion (IAB) • Google earned U$ 5.5 billion during the same period • Facebook expected to earn U$ 550 million in '09 (Silicon Alley Insider) • Second Life forecast U$ 100 million 2009 • Global market forecast U$ 65 billion in 2010
  • Web 2.0 Sites • www.slideshare.net • www.twitter.com • www.flickr.com • www.hi5.com • www.digg.com • www.myspace.com • www.facebook.com • www.youtube.com • www.tripadvisor.com • www.wikipedia.com
  • The Web User Defined by Forrester Research
  • The Social Technographics ™ Ladder Publish a blog Publish your own Web pages Creators make social content Creators Upload video you created go. They write blogs or upload Upload audio/music you created Write articles or stories and post them video, music, or text. Groups include people participating in at least one of the activities monthly.
  • The Social Technographics ™ Ladder Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Critics respond to content from Post ratings/reviews of products/services others. They post reviews, Comment on someone else’s blog Critics comment on blogs, participate in Contribute to online forums Contribute to/edit articles in a wiki forums, and edit wiki articles. Groups include people participating in at least one of the activities monthly.
  • The Social Technographics ™ Ladder Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Critics Contribute to online forums Contribute to/edit articles in a wiki Collectors organize content for themselves or others using RSS Use RSS feeds Collectors Add “tags” to Web pages or photos feeds, tags, and voting sites like “Vote” for Web sites online Digg.com Groups include people participating in at least one of the activities monthly.
  • The Social Technographics ™ Ladder Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Critics Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Joiners connect in social net- Maintain profile on a social networking site works like MySpace and Face- Joiners Visit social networking sites book Groups include people participating in at least one of the activities monthly.
  • The Social Technographics ™ Ladder Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Critics Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Joiners Visit social networking sites Spectators consumer social Read blogs content including blogs, user- Watch video from other users Listen to podcasts Spectators generated video, podcasts, for- Read online forums Read customer ratings/reviews ums, or reviews Groups include people participating in at least one of the activities monthly.
  • The Social Technographics ™ Ladder Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Critics Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Joiners Visit social networking sites Read blogs Watch video from other users Spectators Listen to podcasts Read online forums Read customer ratings/reviews Inactives neither create nor consumer social content of any Inactives None of the above kind Groups include people participating in at least one of the activities monthly.
  • Brand Examples • www.skittles.com – Facebook – Youtube – Wikipedia – Flickr – Twitter
  • • Pringles – Online ads – Website – Google • Brand Paracetol – www.makeawishforsrilanka.com – Sites – youtube, facebook, blog
  • Online Advertising • Search engines – Organic search – Pay per click • Pay per impressions – Online brand building
  • Search Engines • Pay per click • Organic search Low budget
  • Pay Per Impression • Examples High Budget
  • Value Chain example Source : Jessica Butcher, Partnerships Manager, isango!
  • Tribes • Harley Davidson was there before Internet marketing • People want to belong • You can be a leader Introduction to Tribes
  • Choose your target * Seth Godin
  • www.230i.com