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

Slide 1: MARKETECH 08 Also see the PDF Guide: American Marketing Association Marketech 08: Members Only Webcast Using Emerging Media in Marketing December 6, 2007 Updates at: www.mtg08.com

Slide 2: 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

Slide 3: Marketech 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

Slide 4: Marketech ‘08 “Technology changes, humans don’t.”

Slide 5: Where Everything Is Headed Today Digital Non-Digital 1996 2006 2050? Source: Google

Slide 7: Marketrends 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)

Slide 8: 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

Slide 9: Social Media Mining >> Where to Look

Slide 10: 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

Slide 11: 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.

Slide 12: 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’

Slide 13: Widgets & Gadgets

Slide 14: 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

Slide 15: Long Tail of Digital Asset Demand 100% of Assets Demand Thousands of products (SKUs) & brand messages 15

Slide 16: Types of Assets – More Than You Think? Example: Example: Technology Company’s Assets 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 16 More…

Slide 17: 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

Slide 18: High Level Blog Implementation Assess Your Market Space { Determine Goals For Blogging • Investigate Map Blogging To Marketing Strategy Consider Inherent Challenges Develop a Weblog Publishing Strategy { Develop a Weblog Publishing Strategy • Create Select a Weblog Publishing Platform Set Blogging Guidelines For Organization Blogger Recruitment { Implement Weblog Solution Blogging • Activate Promote Your Blog Track and Measure Blogging Initiative

Slide 19: 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

Slide 20: 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

Slide 21: 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

Slide 22: 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 MASHUP around the country, still stuck in a 1960’s model, get with the program and start offering more of A mashup isn’t so much something their content in podcast mode. 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)

Slide 23: Honorable Mentions: 2008 Marketing Technology 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 MOBILE MARKETING products and themselves. Wells Fargo Bank, Sun Microsystems, Coca-Cola, and Toyota The major problem that mobile marketing faces is have all started building stuff and doing stuff one of acceptance. 75% of adults surveyed have in Second Life as a method for marketing no interest in receiving marketing messages on themselves online. In August, Susanne Vega the mobile phones. Mobile marketing is almost became the first always combined with another promotion or musician to integrated marketing vehicle, such as an in-store perform a ”live” contest, television or radio ad, pass along viral concert in SL MMS video or something that requires an SMS space, through message interaction to engage in the marketing her avatar. 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

Slide 24: Web 3.0 for Marketers • • Open authorship, wiki-base Virtual reality has always been community available when the real thing failed • Nuanced permission • Brand’s autobiography written • All media is rich media in real time • Local/GEO IP is perfected • Personas are the new target markets • Device agnostic marketing experience • ‘Search’ behavior is second nature • Marketing has always been unplugged

Slide 25: Marketech 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

Slide 26: MARKETECH 08 Also see the PDF Guide: DISCUSSION Marketech 08: Using Emerging Media in Marketing Q&A Updates at: www.mtg08.com