American Marketing Association - Marketech '08 - 2008 Marketing Technology That Matters

MARKETECH 08 American Marketing Association Members Only Webcast December 6, 2007 Also see the PDF Guide: Market ech 08: Using Emerging Media in Marketing Updates at: www.mtg08.com

AMA | Marketech 08

Marketing technologies and concepts for 2008

Specifics like:

Social media mining

Video

Widgets & gadgets

Social media optimization

Virtual everything

Universal search

Web 3.0 for marketers

Check out www.mtg08.com for ongoing updates

Market ech 08 Guide

Check out the Marketech 08 PDF guide to 2008’s most viable marketing technologies

Keep pace with the updates at: www.mtg08.com

Marketech ‘08 “ Technology changes, humans don’t.”

Where Everything Is Headed 2006 2050? Digital Non-Digital Today Source: Google 1996

Market rends 08 | Where Are Users Online?

75% of people don't believe that companies tell the truth in advertisements. (Yankelovich)

62% of consumers read consumer-written product reviews on the Internet. (Deloitte & Touche)

43% of retailers have reviews – double in one year (Marketing Sherpa, February 2007)

RSS study: Burpee measured a 43% higher click through on RSS feeds with reviews than without. (Burpee)

26% of Search Results Link to Consumer Generated Content (Nielsen BuzzMetrics)

Facebook: Users have grown by nearly 300 percent to 18.5 million since last July . Half those users log in every day--making Facebook about eight times better read than the New York Times. (2/07)

Social Media Mining

Success with marketing technology predicated on a successful customer listening strategy – getting ROI – “return on influence”

Capture the ‘long tails’

Always listen before engaging (blogging, video, anything…)

DIY – build expertise in-house (see left) or outsource - Nielsen, Umbria, Cymphony, others (see resources)

What’s next: New measurement attributes, Unstructured data mining, CGM growth, Text mining & intelligence

Social Media Mining >> Where to Look

Online Video

2008 represents a mass-market benchmark

more than 50% of the US population - 155.2 million people - will watch video online.

43% watch less TV

How this audience reacts to online video advertising will ultimately shape the format (eMarketer)

Ad spending 2X 2007 #’s

Convergence of Radio, TV & Video

The "Digital Video Barometer" survey of more than 270 industry executives find that:

90% believe that Internet distribution will account for at least 40% of all video content by 2012.

23% believe the Internet will account for 60% of content while

9% think that the Internet will have 80% of video share.

66% thought TV would have at least 60% of all video consumption in five years.

"Most of the dollars are going to go into television even then," said Peter Winkler, chief marketing officer at Teletrax.

Widgets & Gadgets

Small applications that meet specific needs

Backed by high value data source

Brings your assets to a customers desktop / homepage / website

Cannot standalone – needs marketing ‘seeding support’

Widgets & Gadgets

Universal Search – Micro-content

Holistic view of search and content

Includes all content sources (no silos)

Diminish the supremacy of web page search

Could increase importance of vertical search

Long Tail of Digital Asset Demand 100% of Assets Thousands of products (SKUs) & brand messages Demand

Types of Assets – More Than You Think? Example: Technology Company’s Assets Example: Technology Company 14 Brand families 12,732 Products and services 6 Broad go-to-market themes 42 Industry solutions 6.1MM Web pages 349 Case studies 1,942 Product data sheets 431 White papers 109 Webcasts 31,000 Press articles 219 Events with presence 13 Major sponsorships 432 Active employee blogs 395 Print ads 17 TV spots 421 Major global partners 227 HR initiatives 28 Languages More…

Blogging (Transparency)

STILL a hot topic for marketers

<10% of Fortune 500 on board

Metaphor for:

Transparent communication

Authenticity

Responsibility

Reputation

Blogosphere doubles: 5-7mos

High Level Blog Implementation

Investigate

Create

Activate

{ Assess Your Market Space Determine Goals For Blogging Map Blogging To Marketing Strategy Consider Inherent Challenges Develop a Weblog Publishing Strategy Develop a Weblog Publishing Strategy Select a Weblog Publishing Platform Set Blogging Guidelines For Organization { { Blogger Recruitment Implement Weblog Solution Blogging Promote Your Blog Track and Measure Blogging Initiative

RSS & Syndication

Part of a smart SEO strategy

Leverage for:

Inbound traffic

Spam-free channel

Advertising

Rich media distribution

Set your content free

Combine with widgets

Social Media (Optimization)

Generate ROI (influence) in Social Media

1% create content >> 10% enrich content and 90% consume it

Form of SEM (not SEO)

Leverage CGM for marketing

Virtual Online Events

Add value without the travel

Driven by:

Content

Connections

Reputation

Clean data collection & web 2.0 integration

Leverage assets for SMO and U-Search

Includes Second Life

Honorable Mentions: 2008 Marketing Technology PODCASTING While podcasting is a high profile marketing technology, it is very much like blogs, and the metaphors of blogging, mixed with the metaphors from radio apply to the medium. Look for more from this medium as we reach ubiquity with mobile phones that thoroughly integrate music and data storage into them, and as radio stations around the country, still stuck in a 1960’s model, get with the program and start offering more of their content in podcast mode. MASHUP A mashup isn’t so much something that a marketer would produce as much as your fans and customers would product on your behalf. The key to allowing your customers to create mashups on your behalf is to open up data such as a directory or something similar of worthwhile information that can be combine with something else to create a valuable web based tool (like a widget)

Honorable Mentions: 2008 Marketing Technology MOBILE MARKETING The major problem that mobile marketing faces is one of acceptance. 75% of adults surveyed have no interest in receiving marketing messages on the mobile phones. Mobile marketing is almost always combined with another promotion or integrated marketing vehicle, such as an in-store contest, television or radio ad, pass along viral MMS video or something that requires an SMS message interaction to engage in the marketing message. Mobile marketing or marketing with SMS is popular, and is poised for growth in 2008, but it has not yet reached critical mass in the US VIRTUAL WORLDS, SECOND LIFE, AVATARS In this case, the fiction has predicted a major new paradigm where interactive marketing is concerned. Businesses and individuals are looking towards Second Life as a new medium to grab attention and promote their products and themselves. Wells Fargo Bank, Sun Microsystems, Coca-Cola, and Toyota have all started building stuff and doing stuff in Second Life as a method for marketing themselves online. In August, Susanne Vega became the first musician to perform a ”live” concert in SL space, through her avatar.

Web 3.0 for Marketers