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Integrating Web and Mobile
            into your Marketing Mix
                  By Dave Duarte



Silver Sponsors
Internet & Mobile are HUGE in SA!



   Mobile Phones > Taxis + TVs + Radios

   SA no. 6 in Mobile Web Access Globally
...
...Besides the many benefits


                      Reach
      Direct ROI                   Momentum



                ...
Digital Marketing can be
Intrusive and Annoying
Industrial Economy Campaign Value




                                 V              $
             Big Idea             ...
Content          Attention




Print   Recordings   Cinema   Radio     Television   Internet   Web 2.0   Mobile

         ...
Content          Attention




        Industrial Economy                           Attention Economy




Print   Recordin...
Content          Attention




          Industrial Economy                           Attention Economy
        Publishers...
Content          Attention




Print   Recordings   Cinema   Radio     Television   Internet   Web 2.0   Mobile
Content          Attention




Print   Recordings   Cinema   Radio     Television   Internet   Web 2.0   Mobile
Content          Attention



        Industrial Economy                            Attention Economy

        Keyword for...
Fact:


Annoying and Intrusive Marketing
         Doesn’t Work
Content          Attention




Print   Recordings   Cinema   Radio     Television   Internet   Web 2.0   Mobile
Content          Attention




Print   Recordings   Cinema   Radio     Television   Internet   Web 2.0   Mobile
Know who’s in charge
Web Search
             Users Establish Context




             Marketers are Prepared for this moment!
Mobile Web Search




                                    Monetizing
                                    Attention +
     ...
Efficacy correlates with User Control
Fact:


   The Best Digital Marketing
 is Useful, Relevant and Timely
ATTENTION PROFILING




                    }
          Browse


          Connect


         Read


          Say
Attention Economy Campaign Value

                                                Users co-create
                  Add, I...
Elements of Success in Digital
                   Evolve and Adapt


                Tools                 Events
        ...
THANK YOU #Netprophet




           Lunchtime!!
              DaveDuarte.co.za

            Twitter.com/DaveDuarte
Dave Duarte - Intergrate web & mobile into your marketing mix - Net Prophet 2009
Dave Duarte - Intergrate web & mobile into your marketing mix - Net Prophet 2009
Dave Duarte - Intergrate web & mobile into your marketing mix - Net Prophet 2009
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Dave Duarte - Intergrate web & mobile into your marketing mix - Net Prophet 2009

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Dave Duarte - Intergrate web & mobile into your marketing mix - Net Prophet 2009

  1. 1. Integrating Web and Mobile into your Marketing Mix By Dave Duarte Silver Sponsors
  2. 2. Internet & Mobile are HUGE in SA!  Mobile Phones > Taxis + TVs + Radios  SA no. 6 in Mobile Web Access Globally (Opera)  “The Cables are coming” - @art2gee
  3. 3. ...Besides the many benefits Reach Direct ROI Momentum Measurability Stickiness Immediacy
  4. 4. Digital Marketing can be Intrusive and Annoying
  5. 5. Industrial Economy Campaign Value V $ Big Idea Start picking outfits for the Loeries Lots of Meetings to ensure Keep the campaign as long as viability of idea possible to recoup large upfront investment Careful placement on Big upfront production the biggest channels Test it out on a few users before launching into the open market
  6. 6. Content Attention Print Recordings Cinema Radio Television Internet Web 2.0 Mobile Mass Media
  7. 7. Content Attention Industrial Economy Attention Economy Print Recordings Cinema Radio Television Internet Web 2.0 Mobile
  8. 8. Content Attention Industrial Economy Attention Economy Publishers, Advertisers and People, Geeks and Producers have the power Marketers have the power Print Recordings Cinema Radio Television Internet Web 2.0 Mobile
  9. 9. Content Attention Print Recordings Cinema Radio Television Internet Web 2.0 Mobile
  10. 10. Content Attention Print Recordings Cinema Radio Television Internet Web 2.0 Mobile
  11. 11. Content Attention Industrial Economy Attention Economy Keyword for Marketers: Keyword for Marketers: Prevalence Relevance Print Recordings Cinema Radio Television Internet Web 2.0 Mobile
  12. 12. Fact: Annoying and Intrusive Marketing Doesn’t Work
  13. 13. Content Attention Print Recordings Cinema Radio Television Internet Web 2.0 Mobile
  14. 14. Content Attention Print Recordings Cinema Radio Television Internet Web 2.0 Mobile
  15. 15. Know who’s in charge
  16. 16. Web Search Users Establish Context Marketers are Prepared for this moment!
  17. 17. Mobile Web Search Monetizing Attention + Intention Click to Call
  18. 18. Efficacy correlates with User Control
  19. 19. Fact: The Best Digital Marketing is Useful, Relevant and Timely
  20. 20. ATTENTION PROFILING } Browse Connect Read Say
  21. 21. Attention Economy Campaign Value Users co-create Add, Improve or Change www value with constantly Producers Campaign and Clarify your Product is Offer with a publicized by lead Community users in relevant communities Users provide constant testing and feedback
  22. 22. Elements of Success in Digital Evolve and Adapt Tools Events Ecosystem Clear Work Content Purpose It!
  23. 23. THANK YOU #Netprophet Lunchtime!! DaveDuarte.co.za Twitter.com/DaveDuarte

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