Balticspark

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Short intro for digital thinking in marketing for young entrepreneurs at Baltic Spark 2010

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Balticspark

  1. 1. Digital marketing Baltic’s. LIENE KUPCA 17.04.2010
  2. 2. The biggest problem about Digital marketing is the term itself h"p://farm1.sta.c.flickr.com/59/200094536_562e30b967.jpg  
  3. 3. A revolution does not happen, when society adapts new tools. Revolution starts, when people adapt new behaviors. (C.Shirky, US NOW)
  4. 4. The scene
  5. 5. 3 countries. 4 languages. Bright bouquet of changes shift of values, and paradigms Opportunities only h"p://www.mycee.net/blog/wp-­‐content/uploads/2009/02/keyboard-­‐rubiks-­‐cube.jpg  
  6. 6. People & connections ESTONIA 67% LATVIA 61% LITHUANIA 55% More, than half is online. Do they take decisions? Data:  Euromonitor  ,  h"p://epp.eurostat.ec.europa.eu/tgm/table.do?tab=table&init=1&language=en&pcode=.n00061&plugin=1  
  7. 7. Or – they make and impact decisons? h"p://farm3.sta.c.flickr.com/2737/4508326696_241c787c74.jpg  
  8. 8. People are online. What do they do? They talk They watch They listen They care (also known as socializing) .
  9. 9. About things, that are really important to them
  10. 10. 2/1.   Search Google (LV/LT) Neti.ee   E-mail   Social : one.lt. Draugiem.lv facebook.ee
  11. 11. But what are brands doing online?
  12. 12. still scream. Interupt. Do not listen. Image: Alan Tys, FutureLab
  13. 13. DIFFERENT CHANNEL, SAME PROBLEM 78% of consumers consider in-stream advertising as “intrusive”. Half of viewers stop watching an online video once they encounter an in-stream ad. Source: Burstmedia, January 2008 29% of consumers leave a website that appears to be cluttered with advertising. Source: Burstmedia, December 2008 BANNER/AD BLINDNESS Only 13% of UK consumers pay attention to ads on social networking NEW !! sites. Source: Ebay Advertising, March 2009 TWITTER SPAM Image: Alan Tys, FutureLab
  14. 14. Don’t focus on technology. Focus on customer needs, wants and behavior.
  15. 15. Heals everything? “It always protects, always trusts, always hopes, always perseveres.”
  16. 16. snake oil 2. 0. digital   Social MEDIA strategy?   Digital strategy?   Twitter concepts? Twitter strategy?   Skype strategy? Or- THE BUSINESS STRATEGY?
  17. 17. Digital is more than marketing Cust. HR PR IT MKTG care It touches all of these
  18. 18. h"p://www.180360720.no/  
  19. 19. Think outside the bubble. What happens online, should not end online. It must go offline
  20. 20. there is an ever expanding universe to play with “The workers should appropriate the means of production” Image: Alan Tys, FutureLab
  21. 21. Play with it   Websites   Blog   Twitter   Engage in social portals   Youtube, Slideshare   Watch, what’s new
  22. 22. It is all about common sense and inside the organisation
  23. 23. Digital is like violin. Complicated and slowly learned But must have in the orchestra.
  24. 24. Technologies are becoming simplier. Marketers have to figure out how to make information more human
  25. 25. Light a lot of small fires h"p://farm4.sta.c.flickr.com/3018/3071758742_152b8a1c63.jpg  
  26. 26. Don’t focus on technology. Focus on customer needs, wants and behavior.
  27. 27. the real digital revolution is about consumer empowerment, ability to research learn about products and services and make decisions independent of marketing and advertising
  28. 28. THANKS! LIENE.KUPCA@GMAIL.COM TWITTER.COM/LKUPCA LINKED IN: LIENE.KUPCA

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