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Presentation from Unsummit08 held at The Local, Minneapolis, MN.

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  1. 1. Traditional meets Digital Wednesday, October 1, 2008
  2. 2. Wednesday, October 1, 2008
  3. 3. The Setup <ul><li>Traditional Media is Dead. </li></ul><ul><li>Dying? </li></ul>
  4. 4. The Setup <ul><li>Broadcast viewership is declining </li></ul>Graph by Chris Anderson – www.thelongtail.com
  5. 5. The Setup <ul><li>Print is declining </li></ul>Graph by Newspaper Association of America
  6. 6. The Setup <ul><li>Radio is declining </li></ul>Chart by TNS Media Intelligence
  7. 7. The Setup <ul><li>Yet, traditional media is as alive as ever. </li></ul><ul><li>Channels are shifting – media is not. </li></ul>
  8. 8. The Setup <ul><li>Digital Video is growing </li></ul>Chart by eMarketer – www.eMarketer.com
  9. 9. The Setup <ul><li>Citizen Journalism is on the rise </li></ul>Figures from Technorati State of the Blogosphere Report, 2008
  10. 10. The Setup <ul><li>Digital Radio is growing rapidly </li></ul>Graph from Wikimedia collection – Blue shows television radio listeners, Green represents internet listeners, and Red shows satellite device listeners.
  11. 11. The Setup <ul><li>Sapient reinforces the shift to digital </li></ul><ul><li>Brand Marketers’ Top 10 Wish List for Agencies of the Future </li></ul>
  12. 12. The Setup <ul><ul><li>More than three quarters rated interactive/digital as important/very important </li></ul></ul><ul><ul><li>More than a third surveyed are not confident their current agency is well-positioned to take their brand through the unchartered waters of online digital marketing and interactive advertising </li></ul></ul><ul><ul><li>Nearly half of the respondents have switched agencies (or plan to) for one with greater digital knowledge </li></ul></ul>1> Greater knowledge of the digital space
  13. 13. The Setup <ul><li>90% agree it is becoming increasingly important that their agency use pull interactions to engage consumers </li></ul>Image by rustman via Flickr 2> More use of pull interaction
  14. 14. The Setup <ul><li>94% expressed interest in leveraging virtual communities (public and private) to understand more about their target audience </li></ul>3> Leverage virtual communities Visual created by David Armano – darmano.typepad.com
  15. 15. The Setup <ul><ul><li>92% said it was somewhat/very important that agency employees use the technologies they are recommending </li></ul></ul>4> Agency executives using the technology they are recommending Visual created by David Armano – darmano.typepad.com
  16. 16. The Setup <ul><ul><li>43% said agencies with chief digital officers are more appealing than those without </li></ul></ul>Visual Map created by iA.jp 5> Chief Digital Officers make agencies more appealing
  17. 17. The Setup <ul><ul><li>63% said that an agency’s Web 2.0 and social media capabilities are important/very important when it comes to agency selection </li></ul></ul>6> Web 2.0 and social media savvy Visual created by David Armano – darmano.typepad.com
  18. 18. The Setup <ul><ul><li>76% deemed this as an important/very important aspect of their agency’s online digital marketing and interactive advertising area of expertise </li></ul></ul>Image by rustman via Flickr 7> Agencies that understand consumer behavior
  19. 19. The Setup <ul><ul><li>77% ranked strategy/brain trust capabilities at the top of their agency wish list </li></ul></ul>Image by tharpo via Flickr 8> Demonstrate strategic thinking
  20. 20. The Setup <ul><ul><li>67% ranked branding at the top of their agency wish list </li></ul></ul><ul><ul><li>76% ranked creative capabilities as important/very important </li></ul></ul>9> Branding and creative capabilities
  21. 21. The Setup <ul><ul><li>It’s no surprise that marketers want an agency that can report on where campaigns succeeded, fell short and where they should be fine-tuned </li></ul></ul><ul><ul><li>65% ranked analytics at the top of their agency wish list </li></ul></ul>Image by Jenica26 via Flickr 10> Ability to measure success
  22. 22. Wednesday, October 1, 2008
  23. 23. The Story <ul><li>So why digital, why now? </li></ul><ul><li>Brands are looking for a voice to guide them through the storm. </li></ul>
  24. 24. The Story <ul><li>Digital is a cultural shift </li></ul><ul><li>Stone Age </li></ul><ul><li>Bronze Age </li></ul><ul><li>Iron Age </li></ul><ul><li>Greek/Roman Age </li></ul><ul><li>Middle Ages </li></ul><ul><li>Renaissance Age </li></ul><ul><li>Reformation </li></ul><ul><li>Age of Enlightenment </li></ul><ul><li>Industrial Age </li></ul><ul><li>Digital Age </li></ul><ul><li>Internet Age </li></ul>
  25. 25. The Story <ul><li>Citizenship replaces Consumerism </li></ul><ul><ul><li>Messages become responses </li></ul></ul><ul><ul><li>One off becomes sustainable </li></ul></ul><ul><ul><li>Demographics become Psychographics </li></ul></ul><ul><ul><li>Products and Services become Experiences </li></ul></ul><ul><ul><li>Preference becomes Public Opinion </li></ul></ul><ul><ul><li>Market research becomes Social Networks </li></ul></ul>Jules Peck & Robert Phillips, “Citizen Renaissance”
  26. 26. The Story <ul><li>Finite solutions are gone. </li></ul><ul><li>Replaced by engagement in the new debate. </li></ul>
  27. 27. The Story <ul><li>I love OXO. </li></ul><ul><li>Are you familiar with them? </li></ul><ul><li>How about now? </li></ul><ul><li>Now? </li></ul>
  28. 28. The Story <ul><li>OXO has four criteria for filtering feedback </li></ul><ul><li>You must be able to understand what it does just by looking at it </li></ul><ul><li>Knowing how to use it has to be obvious </li></ul><ul><li>It must be thought provoking </li></ul><ul><li>It should warrant consistent use </li></ul>
  29. 29. The Story <ul><li>I’ll never own another peeler. </li></ul>
  30. 30. The Story <ul><li>They have found that their customers can't articulate their problems well. </li></ul>
  31. 31. The Story <ul><li>I added this. </li></ul>
  32. 32. The Story <ul><li>It leaks. </li></ul>
  33. 33. The Story <ul><li>And more. </li></ul>
  34. 34. Wednesday, October 1, 2008
  35. 35. The Pitch <ul><li>So What’s Needed? </li></ul><ul><li>First, understanding </li></ul><ul><li>Not more experts, just understanding </li></ul>
  36. 36. The Pitch <ul><li>Digital is not a channel . </li></ul><ul><li>Why are we treating it as one? </li></ul>
  37. 37. The Pitch <ul><li>Marketing and Advertising have always been about responding to customer needs and wants </li></ul><ul><li>Now, it’s done with Action , not Messages </li></ul>
  38. 38. The Pitch <ul><li>What else? </li></ul><ul><li>Accountability . </li></ul><ul><li>Measurement that justifies. </li></ul>
  39. 39. The Pitch Image by smitty42 via Flickr
  40. 40. The Pitch <ul><li>How many measurements are needed to justify digital expenditure? </li></ul><ul><li>Hits </li></ul><ul><li>Page Views </li></ul><ul><li>Visitors (Unique) </li></ul><ul><li>Attention </li></ul><ul><li>Engagement </li></ul><ul><li>Net Promoter Score </li></ul><ul><li>Customer Lifetime Value </li></ul>
  41. 41. The Pitch <ul><li>Only one measurement is needed. </li></ul><ul><li>Unfortunately, it changes . </li></ul><ul><li>Depending on accountability. </li></ul>
  42. 42. The Pitch <ul><li>But is there more? </li></ul><ul><li>Yes . </li></ul>
  43. 43. The Pitch <ul><li>We desperately need leaders . </li></ul><ul><li>Digital creates fragmentation . </li></ul><ul><li>That’s what we have. Thousands of voices in thousands of places. </li></ul>
  44. 44. Wednesday, October 1, 2008 <ul><li>Thank You </li></ul><ul><li>And now . . . ? </li></ul>