Robert Phillips Future Trends In Digital Deck 2


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Robert Philips, Digital strategist, Marsteller Interactive presentation from "Thriving and Surviving in Uncertain Times: Digital Marketing Techniques for Non-Profits" in Dallas, TX

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  • Robert Phillips Future Trends In Digital Deck 2

    1. 1. Future Trends in Digital Marketing Robert Philips, Digital Strategist Burson-Marsteller
    2. 2. Who is in control? “ The power is with the consumer. Consumers are beginning, in a very real sense, to own our brands and participate in their creation. We need to begin to learn to let it go…” - A.G. Lafley, CEO, P&G Company
    3. 3. Dawn of the Dialog Age Eras of Communication Merchant to Customer (pre-1930’s) Mass Marketing (1930-present) Dialog Age (present-?) Depth: Deep Breadth: Narrow Depth: Shallow Breadth: Broad Depth: Deep Breadth: Broad We Are Here Scott Anderson Hewlett-Packard
    4. 4. Way Back Yesterday Now Media Individual Radio TV Newspapers Media Individual TV Remote Internet E-mail Media Individual Search Engines Blogs TIVO Social Networks
    5. 5. 21 st Century Economy = The exponential power of Internet influencers : = 20 th Century Economy
    6. 6. Forrester Research and Intelliseek 0 20 40 60 80 100 Text ads on mobile phones Online banner ads Product Placements Ads before movies Search engine ads Brand sponsorships Radio TV Magazine Newspaper Consumer opinions posted online Email I signed up for Brand Web sites Recommendations from consumers Trust Somewhat Trust “completely”
    7. 7. <ul><li>As a Result </li></ul><ul><li>Digital marketing is </li></ul><ul><li>greatly increasing, while </li></ul><ul><li>traditional marketing is </li></ul><ul><li>decreasing. </li></ul><ul><li>Many of the popular </li></ul><ul><li>digital marketing </li></ul><ul><li>channels (YouTube, </li></ul><ul><li>Google, Facebook) </li></ul><ul><li>provide special </li></ul><ul><li>opportunities for </li></ul><ul><li>nonprofits </li></ul>
    8. 8. <ul><li>Video is Leading the Way </li></ul><ul><li>Marketers are bypassing </li></ul><ul><li>televisions in the hopes of </li></ul><ul><li>create the next viral </li></ul><ul><li>video sensation. </li></ul><ul><li>For nonprofit organizations, </li></ul><ul><li>online videos can be a very </li></ul><ul><li>effective way to help gain </li></ul><ul><li>online exposure. </li></ul>
    9. 9. <ul><li>Websites </li></ul><ul><li>Websites can no longer be a </li></ul><ul><li>static e-brochures. </li></ul><ul><li>Open source tools have </li></ul><ul><li>leveled the playing field for </li></ul><ul><li>Websites. </li></ul><ul><li>Nonprofit organizations can </li></ul><ul><li>position their Web sites as </li></ul><ul><li>an online destination for </li></ul><ul><li>volunteers, donors, media, </li></ul><ul><li>policy makers and other </li></ul><ul><li>target audiences. </li></ul>Note strong calls to donate, participate and help raise awareness
    10. 10. <ul><li>Mobile, Mobile, Mobile </li></ul><ul><li>Recent Past </li></ul><ul><ul><li>Mobile Websites were typically </li></ul></ul><ul><ul><li>reserved for large online </li></ul></ul><ul><ul><li>publishers </li></ul></ul><ul><li>Today </li></ul><ul><ul><li>iPhones and Blackberries are </li></ul></ul><ul><ul><li>cheaper and greatly increasing </li></ul></ul><ul><ul><li>the # of visitors accessing mobile sites. </li></ul></ul><ul><ul><li>Technology via new CMS is </li></ul></ul><ul><ul><li>making it easier to produce mobile </li></ul></ul><ul><ul><li>sites. </li></ul></ul>
    11. 11. <ul><li>Growing Your Online Presence </li></ul><ul><li>The online environment is </li></ul><ul><li>becoming very decentralized. </li></ul><ul><li>Having a Website as your </li></ul><ul><li>online presence is no longer </li></ul><ul><li>sufficient. </li></ul><ul><li>Organizations, including </li></ul><ul><li>nonprofits, need to evaluate </li></ul><ul><li>and perhaps establish its </li></ul><ul><li>presence on social media </li></ul><ul><li>sites. </li></ul>Will the future online environment follow Skittles lead?
    12. 12. <ul><li>Search Engine Optimization </li></ul><ul><li>Past </li></ul><ul><ul><li>Keyword Stuffing </li></ul></ul><ul><ul><li>Rampant Link Exchanges </li></ul></ul><ul><ul><li>Strategic Keyword </li></ul></ul><ul><ul><li>Placement </li></ul></ul><ul><li>Today </li></ul><ul><ul><li>Quality Content </li></ul></ul><ul><ul><li>Fierce Competition </li></ul></ul><ul><li>Future </li></ul><ul><ul><li>Online “Hubs” </li></ul></ul>Search engines – modern newspaper front page
    13. 13. <ul><li>Growing Your Online Presence </li></ul><ul><li>Raising Awareness </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Now Public </li></ul></ul><ul><li>Raising Funds </li></ul><ul><ul><li>Network for Good </li></ul></ul><ul><ul><li>Neon Fundraising </li></ul></ul><ul><ul><li>Good Search </li></ul></ul>
    14. 14. <ul><li>Social Networking Sites </li></ul><ul><li>Past </li></ul><ul><ul><li>Younger audience </li></ul></ul><ul><ul><li>More limited competition </li></ul></ul><ul><ul><li>Simpler functionality/tools </li></ul></ul><ul><li>Today & the Future </li></ul><ul><ul><li>Attract wider range of ages which will continue to grow </li></ul></ul><ul><ul><li>Fierce competition </li></ul></ul><ul><ul><li>Widely utilized by nonprofit organizations and causes </li></ul></ul>Facebook’s growth has been monumental, but will it last?
    15. 15. <ul><li>Online Media Relations </li></ul><ul><li>Past </li></ul><ul><ul><li>Press Releases </li></ul></ul><ul><ul><li>Media Events </li></ul></ul><ul><ul><li>Pitching Journalists </li></ul></ul><ul><ul><li>Daily Media Monitoring </li></ul></ul><ul><li>Today & Future </li></ul><ul><ul><li>Social Media Press Releases </li></ul></ul><ul><ul><li>Online Media Events </li></ul></ul><ul><ul><li>Daily Social Media </li></ul></ul><ul><ul><li>Monitoring </li></ul></ul>AP is now including online events in their day books.
    16. 16. Questions and Panel Discussion