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The Future of the Online Marketing Campaign


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This is the presentation from the discussion session I lead on Day 1 of the 2010 Social Cruise covering The Future of the Online Marketing Campaign.

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The Future of the Online Marketing Campaign

  1. 1. THE FUTURE OF THE ONLINE MARKETING CAMPAIGN Adam Q. Holden-Bache Social Cruise December 3, 2010
  2. 2. Campaign A connected series of coordinated efforts designed to achieve a goal
  3. 3. Ultimate Goal for Marketers? Personalized experiences based on previous interactivity? Engaging leads and customers cross-channel? True one-to-one marketing?
  4. 4. Current Campaign Channels <ul><li>By today’s standards, what channels are considered part of a typical online marketing campaign? </li></ul><ul><li>Web? </li></ul><ul><li>Email? </li></ul><ul><li>Search? </li></ul><ul><li>Social? </li></ul><ul><li>Others? </li></ul>
  5. 5. Current Campaign Channels <ul><li>What channels will become standard in future online marketing campaigns? </li></ul><ul><li>Video? </li></ul><ul><li>Mobile </li></ul><ul><li>GeoSocial? </li></ul><ul><li>Content Marketing? </li></ul><ul><li>User Generated Content? </li></ul><ul><li>Others? </li></ul>
  6. 6. Campaign Evolution <ul><li>SOCIAL MARKETING </li></ul><ul><li>Requires average of 3+ years to integrate social media into corporate marketing structure </li></ul><ul><li>Less than half of those with 3+ years experience are fully integrated. </li></ul><ul><li>DISCUSSION: </li></ul><ul><li>How long will it be before social media will be fully integrated into the marketing picture at the majority of businesses? </li></ul><ul><li>What will happen once social media is standard practice and pervasive? </li></ul>
  7. 7. Campaign Evolution <ul><li>EMAIL MARKETING </li></ul><ul><li>- 42% of active social networkers check their email account four or more times a day, compared to just 27% of their non-networked counterparts </li></ul><ul><li>DISCUSSION: </li></ul><ul><li>Will email marketing become more or less relevant over time? </li></ul><ul><li>Will email and social (cross-channel) communications merge for personal AND professional communications? </li></ul><ul><li>Will “white label” systems like Facebook Messages deter marketers from using email? </li></ul>
  8. 8. Campaign Evolution
  9. 9. Campaign Evolution <ul><li>SEARCH MARKETING </li></ul><ul><li>- Forrester predicts paid search marketing spending to rise from 14.96mm in 2010 to 26.51mm in 2014. </li></ul><ul><li>DISCUSSION: </li></ul><ul><li>Does social marketing devalue search? </li></ul><ul><li>Will social search capabilities eventually kill search engine marketing? </li></ul>Monthly Searches 88 billion 24 billion 8.4 billion 2.4 billion
  10. 10. Campaign Evolution <ul><li>VIDEO MARKETING </li></ul><ul><li>35 hours of video now uploaded to YouTube each minute </li></ul><ul><li>YouTube serves 1 billion videos a day </li></ul><ul><li>The average person watches 182 online videos per month </li></ul><ul><li>DISCUSSION: </li></ul><ul><li>What role does video play in the digital marketing space? </li></ul><ul><li>Will video be as effective once it’s being used by more marketers? </li></ul>
  11. 11. Emerging Channels <ul><li>MOBILE MARKETING </li></ul><ul><li>Mobile marketing to grow at a 40% compound annual growth rate over the next 5 years. </li></ul><ul><li>Mobile marketing revenue expected to reach 24 billion by 2013 </li></ul><ul><li>DISCUSSION: </li></ul><ul><li>When will mobile marketing become standard practice in the US? </li></ul><ul><li>How will mobile marketing influence social behavior? </li></ul>
  12. 12. Emerging Channels <ul><li>LOCATION/GEO-SOCIAL MARKETING </li></ul><ul><li>- Only 4% of online adults use geo-social services </li></ul><ul><li>DISCUSSION: </li></ul><ul><li>Will accessibility to geo-social/check-in data empower marketers to focus on local marketing? </li></ul><ul><li>Is push marketing in the future for mobile marketers? </li></ul>
  13. 13. Emerging Channels <ul><li>CONTENT MARKETING </li></ul><ul><li>60% of marketers play to increase their spending on content marketing </li></ul><ul><li>DISCUSSION : </li></ul><ul><li>Will all brands need to become content publishers to survive? </li></ul><ul><li>By providing all this content are we shortening or lengthening the sales cycle? </li></ul>
  14. 14. Emerging Channels <ul><li>USER GENERATED CONTENT </li></ul><ul><li>- 95.3 million people created content this year </li></ul><ul><li>DISCUSSION: </li></ul><ul><li>In what ways does user generated content help marketers? </li></ul><ul><li>Have consumers come to expect the ability to interact, comment or participate in a brand’s online presence? </li></ul>
  15. 15. Tools
  16. 16. Tools <ul><li>HOW WILL WE MANAGE OUR CAMPAIGNS? </li></ul><ul><li>An all-in-one platform? </li></ul><ul><li>Multiple platforms all connected via API? </li></ul><ul><li>Multiple platforms with a dashboard interface? </li></ul>
  17. 17. Tools <ul><li>WHAT TOOLS WILL EVOLVE TO LEAD THE WAY IN PROVIDING CAMPAIGN MANAGEMENT SOLUTIONS? </li></ul><ul><li>Email Service Providers? </li></ul><ul><li>Search Tools? </li></ul><ul><li>Social Media Management Platforms? </li></ul><ul><li>CRM Systems? </li></ul>
  18. 18. <ul><li>The future of marketing: </li></ul><ul><li>challenging </li></ul><ul><li>cross-channel </li></ul><ul><li>dynamic </li></ul><ul><li>real-time </li></ul><ul><li>engaging </li></ul>
  19. 19. THANK YOU Adam Q. Holden-Bache 8701 Mallard Creek Dr. Charlotte, NC 28262 704-706-2670 x200 [email_address] Twitter: @adamholdenbache