New Media Marketing 101 Sarah Gallagher February 2009
What is New Media? <ul><li>Banner Advertising </li></ul><ul><li>Search </li></ul><ul><li>E-Mail </li></ul><ul><li>Affiliat...
Display & Gadgets <ul><li>Display = traditional banner ads </li></ul><ul><li>Widgets and Gadgets =  mini applications, lik...
Search <ul><li>Nike </li></ul><ul><ul><li>Own the experience </li></ul></ul><ul><ul><li>Control Vendors </li></ul></ul><ul...
Email <ul><li>Effective & Cost Efficient </li></ul><ul><li>Personalize by Action </li></ul><ul><li>Casual Male </li></ul><...
Affiliates <ul><li>Advertisers Pay Publishers for Shoppers who buy </li></ul><ul><li>Auto Parts Warehouse  </li></ul><ul><...
Social Media <ul><li>Blogging </li></ul><ul><ul><li>Company Blogs </li></ul></ul><ul><ul><li>Targeted Blog Outreach / WOM ...
Website Technologies <ul><li>Social Bookmarking and Sharing </li></ul><ul><ul><li>Forward to a Friend </li></ul></ul><ul><...
Mobile <ul><li>Text Messaging Campaigns </li></ul><ul><ul><li>Incoming:  </li></ul></ul><ul><ul><ul><li>Sign up for contes...
Why is New Media Important? Total Traffic is Increasing
Why is New Media Important? Media Spending Out of Synch
Why is New Media Important? Consumers Constantly Changing *Source:  Alexa.com December 2008
Why is New Media Important? Online Sales Growth Source: North American Technographics® Benchmark Survey, 2007 2006 2007 20...
What is the New Media Marketing Toolkit? Marketers have an increasing number of ways to connect with audiences  and need t...
Example:  Nike.com Social Email Video Brand Site Technology Blog Outreach E-commerce Search
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New Media 101

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A 101 guide to the basics of New Media Marketing. What is it and how can businesses create an integrated marketing strategy that incorporates new media in an effective way?

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  • Some Facebook Stats • 101MM visitors +305% Y/Y (67MM+ active users), 20B minutes (#4 globally behind Yahoo!, Live,and YouTube), +363% Y/Y; 250K new registrations per day since 1/07; &gt;50% of active users return daily (Facebook 3/08, comScore 1/08) • 55K+ regional / work-related / collegiate / high school networks (&gt;50% outside of college); Fastest growing demographic is those 25+ years old; 85% market share of 4-year US universities (Facebook 3/08) • 14MM+ photos uploaded daily; 6MM+ active user groups on site (Facebook 3/08) • Top non-US active users: UK (8MM+), Canada (7MM+), Turkey, Australia, France, Sweden, Norway, Columbia, and South Africa (Facebook 3/08) Source: comScore global 1/08, Facebook 3/08, Morgan Stanley Research
  • Recognize need for site with ecommerce as a way to connect with customers. Often, emphasis is placed on building out the site. Post-launch, sales goals are not reached. E-Commerce is not a ‘Build it and They Will Come’ activity Integrated New Media Strategy will maximize your ecommerce investment by driving shoppers to (and back to) your site.
  • Transcript of "New Media 101"

    1. 1. New Media Marketing 101 Sarah Gallagher February 2009
    2. 2. What is New Media? <ul><li>Banner Advertising </li></ul><ul><li>Search </li></ul><ul><li>E-Mail </li></ul><ul><li>Affiliates </li></ul><ul><li>Mobile </li></ul><ul><li>Social Media </li></ul><ul><li>Website Technologies </li></ul>
    3. 3. Display & Gadgets <ul><li>Display = traditional banner ads </li></ul><ul><li>Widgets and Gadgets = mini applications, like photo galleries, news feeds, videos… </li></ul><ul><li>The North Face </li></ul><ul><ul><li>Let consumers put content where they want it </li></ul></ul><ul><ul><li>Push content and info to widgets and gadgets </li></ul></ul><ul><ul><li>Outperform traditional banners </li></ul></ul>
    4. 4. Search <ul><li>Nike </li></ul><ul><ul><li>Own the experience </li></ul></ul><ul><ul><li>Control Vendors </li></ul></ul><ul><ul><li>Provide Options </li></ul></ul><ul><li>Home Depot </li></ul><ul><ul><li>Search “Sitemap” </li></ul></ul><ul><ul><li>Paid vs. Natural </li></ul></ul><ul><ul><li>Control Brand </li></ul></ul>
    5. 5. Email <ul><li>Effective & Cost Efficient </li></ul><ul><li>Personalize by Action </li></ul><ul><li>Casual Male </li></ul><ul><ul><li>Reinforce Site Merchandising </li></ul></ul><ul><li>L.L.Bean </li></ul><ul><ul><li>Use functional emails for branding </li></ul></ul>
    6. 6. Affiliates <ul><li>Advertisers Pay Publishers for Shoppers who buy </li></ul><ul><li>Auto Parts Warehouse </li></ul><ul><ul><li>Average 30% growth month-over-month </li></ul></ul><ul><ul><li>Ramp up time: Six months </li></ul></ul>Affiliate Ecomm Site Affiliate Broker
    7. 7. Social Media <ul><li>Blogging </li></ul><ul><ul><li>Company Blogs </li></ul></ul><ul><ul><li>Targeted Blog Outreach / WOM </li></ul></ul><ul><ul><li>Microblogging / Twitter </li></ul></ul><ul><ul><li>Home Depot </li></ul></ul><ul><ul><ul><li>Use as Customer Service Channel </li></ul></ul></ul><ul><li>Social Networks </li></ul><ul><ul><li>Facebook/MySpace </li></ul></ul><ul><ul><li>YouTube Videos </li></ul></ul><ul><ul><li>Flickr Photos </li></ul></ul><ul><ul><li>Jeep </li></ul></ul><ul><ul><ul><li>Use Facebook to Share Content with Enthusiasts </li></ul></ul></ul><ul><li>Communities </li></ul>
    8. 8. Website Technologies <ul><li>Social Bookmarking and Sharing </li></ul><ul><ul><li>Forward to a Friend </li></ul></ul><ul><ul><li>Share on Facebook/Digg/BuzzUp </li></ul></ul><ul><ul><li>Ratings and Reviews </li></ul></ul><ul><ul><li>Integrated Forums </li></ul></ul><ul><ul><li>RSS Feeds </li></ul></ul><ul><li>Personalization </li></ul><ul><li>Dynamic Search </li></ul><ul><li>Syndicated Content </li></ul><ul><li>SEO (Search Engine Optimization) </li></ul>
    9. 9. Mobile <ul><li>Text Messaging Campaigns </li></ul><ul><ul><li>Incoming: </li></ul></ul><ul><ul><ul><li>Sign up for contest </li></ul></ul></ul><ul><ul><ul><li>Answer polls </li></ul></ul></ul><ul><ul><ul><li>Sign up for sale alerts </li></ul></ul></ul><ul><ul><li>Outgoing: </li></ul></ul><ul><ul><ul><li>Send promo alerts </li></ul></ul></ul><ul><ul><ul><li>Send news </li></ul></ul></ul>
    10. 10. Why is New Media Important? Total Traffic is Increasing
    11. 11. Why is New Media Important? Media Spending Out of Synch
    12. 12. Why is New Media Important? Consumers Constantly Changing *Source: Alexa.com December 2008
    13. 13. Why is New Media Important? Online Sales Growth Source: North American Technographics® Benchmark Survey, 2007 2006 2007 2008 2009 2010 2011 Online % of total category sales in 2011 Total US online sales (US$ billions) $132.1 $157.4 $184.4 $212.6 $241.6 $271.6 9% Apparel, accessories, and footwear $13.8 $16.4 $19.3 $22.2 $25.2 $28.2 12% Home furnishings $10.2 $12.5 $15.0 $17.7 $20.3 $23.0 14% Appliances and tools $5.9 $7.0 $8.3 $9.6 $11.0 $12.5 7% Autos and auto parts $15.9 $19.0 $22.2 $25.5 $28.6 $31.4 30% Baby products $1.6 $1.9 $2.3 $2.6 $2.8 $3.1 30% Books $5.3 $5.9 $6.4 $6.8 $7.1 $7.5 22% Computer hardware and software $16.8 $19.0 $21.2 $23.2 $25.5 $27.8 53% Computer peripherals $1.4 $1.5 $1.6 $1.7 $1.8 $1.8 18% Consumer electronics $9.8 $11.9 $14.4 $17.1 $20.1 $23.4 24%
    14. 14. What is the New Media Marketing Toolkit? Marketers have an increasing number of ways to connect with audiences and need to understand how to use these tools to effectively drive results.
    15. 15. Example: Nike.com Social Email Video Brand Site Technology Blog Outreach E-commerce Search

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