Marketing in a Consumer Led World -- Done in 2006
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This was a review of the market and the recommendations we needed to make to stay competitive. Although done in 2006 many of the ideas still apply today.
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Marketing in a Consumer Led World -- Done in 2006
- 1. © 2006 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice Marketing in a Consumer-Led World Scott Berg
- 2. 2 March 4, 2019 User generation, Participation and Syndication of content FROM TO DoubleClick Google AdSense Britannica Online Wikipedia oFoto Flickr personal websites blogging page views page feeds publishing participation content management systems wikis directories (taxonomy) tagging ("folksonomy") stickiness syndication RSS feeds
- 3. 3 March 4, 2019 Social Computing Technologies Value capture Blogs Social networking Word-of-mouth marketing RSS Podcasting Source: Forrester Value creation Wikis Widgets Tagging Social search Mashups
- 4. 4 March 4, 2019 The Environment MediaProducers Consumers Metadata Explicit Implicit Producers (Hollywood & podcasters) Enthusiasts (fans & critics) Remixers (playlists & mash-ups) Consumers (casual viewers & listeners) Original media Production metadata Descriptive metadata Attention metadata Remixed media Usage metadata Source: Yahoo!, presentation to HP, 11/29/06
- 5. 5 March 4, 2019 Spheres of Influence E-Community Social NetworksBlogs and Online News Reputation Aggregators
- 6. 6 March 4, 2019 Marketing in Web 2.0 Press Release Marketing Collateral Interviews Media Tour Event Customer Reference Data Sheets RSS Feed Social Network Webcast Blog Community Advocate Podcast E-Newsletters Source: Larry Weber, Chairman, W2 Group, Inc
- 7. 7 March 4, 2019 Marketing’s Role is Changing • Aggregator of product content, trends, issues, events • Facilitator of communities • Transactional sites to social networks • Stickiness & eyeballs to engagement • Advertising to bring traffic to communities
- 8. 8 March 4, 2019 Top 10 Broadband Countries Wo rldwide Source: Point Topic, December 2006 Ranked by Broadband Lines Q3 2006 (millions) 6.1 7.6 8.4 12.3 12.6 12.7 13.9 25.8 48.6 54.6 Canada Italy UK France Germany South Korea China US Japan Spain
- 9. 9 March 4, 2019 Broadband Content Se le ct Co untrie s % Adult At Home Broadband Users 76 40 48 52 55 45 43 88 36 41 48 47 34 37 48 42 60 48 59 44 53 Music videos Film clips or whole films Film trailers China* France Germany Italy* Japan UK US Note: Ages 18-64; *ages 18-54 Source: Office of Communications (Ofcom)- UK with Synovate, November, 2006
- 10. 10 March 4, 2019 Web Site Favorites US US Adults Watch Online Video Content, 2006 (% of respondents) 43.5% 41.0% 26.5% 24.5% 22.0% 16.5% 13.5% 17.5% YouTube TV network sites Google video MSN video Yahoo! Video MySpace AoL Other
- 11. 11 March 4, 2019 Devices of choice US Devices on which US Young Adults Would Watch a TV Show (% of respondents) 47% 41% 42% 40% 7% 12% 10% 9%9% 9% 7% 7% 47% 49% 46% 51% Computer Mobile phone Video iPod or similar None of the above
- 12. 12 March 4, 2019 Implications for Marketers • People expect sight, sound and motion − For entertainment − Increasingly for information − In search results − On all devices • Marketers must respond with video-based content
- 13. 13 March 4, 2019 WW Media Mix Newspaper 27% Magazine 15% TV 27% Radio 6% Outdoor 1% Interactive 22% Emerging Technology 2% 2006 target media mix 24% Actual 28% 2007 Goal
Editor's Notes
- Wiki - A type of website that allows the visitors themselves to easily add, remove and otherwise edit and change some available content, sometimes without the need for registration Mashup - A website or web application that seamlessly combines content from more than one source into an integrated experience BYOD – Bring Your Own Data Social Networking – A a social structure made of nodes which are generally individuals or organizations. It indicates the ways in which they are connected through various social familiarities ranging from casual acquaintance to close familial bonds Folksonomy - an Internet-based information retrieval methodology consisting of collaboratively generated, open-ended labels that categorize content such as Web pages, online photographs, and Web links. A folksonomy is most notably contrasted from a taxonomy in that the authors of the labeling system are often the main users (and sometimes originators) of the content to which the labels are applied.
- When you think about the sites that influence us today, there are potentially many more sources to consider. Blogs have become a source of news from both sites we’ve consulted for a number of years - like CNET – as well as newer ones that have been launched by authoritative voices like Michael Arrington on Valleywag. Google, Yahoo and MSN have always aggregated news from a variety of sources and they continue to play that role. Other properties like Techmeme aggregate vertical information for tech, while Podzinger is a resource for tech news from all over. eCommunities have been around for many years. Increasingly they encourage users to participate in content generation. For example, Epinions let users post reviews of products, iVillage encourages xxx. Social networks go further in letting users created personalized pages, invite friends in their network to post messages. Linked in allows business professionals to establish a network of contacts. Cyworld originated in Korea and is now in beta mode in U.S. It allows users to trade virtual goods and maintain customized, personalized avatar-based environments.