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Vpk Digital Marketing042009

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Ulkoisten verkkopalvelujen kehittäminen  Antti Leino Interactive producer / advisor 27 April 2009
Digitaalisuuden trendejä Verkkopalvelun  rooli markkinointiviestinnässä Digitaalisen markkinoijan mahdollisuuksia: sosiaaliset mediat, podcasting, blogit....
Trend in Digital Communication
Key technology trends ,[object Object],[object Object]
Digitaalisuudessa ei ole kyse teknologiasta vaan siitä miten  teknologian suomat mahdollisuudet  muokkaavat käyttäytymistapojamme kuluttaa viestejä, jaella viestejä ja luoda omia viestejä. " "
Web 1.0 vs Web 2.0 vs … 2.0 1.0 Source:  http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html   DoubleClick, bannerit  Google AdSense, semanttinen mainonta Kodak Ofoto  Flickr Akamai  BitTorrent mp3.com  Napster Britannica Online  Wikipedia Omat kotisivut  Blogit –verkkopäiväkirjat URL-varailu   Hakukoneoptimointi Sivunäytöt  (CPM)  Osuman hinta  (CPC, cost per click) Julkaiseminen  Osallistuminen Sisällönhallinta-järjestelmät  Wikit Hakemistot (Taksonomia)  Tagit ("folksonomia") Kiinteät  sisällöt  Sisällön syndikointi
[object Object],[object Object],[object Object],[object Object],[object Object]
Vpk Digital Marketing042009
Vpk Digital Marketing042009
Vpk Digital Marketing042009
Digitaalisuuden uudet mahdollisuudet
Digital Opportunities
Vpk Digital Marketing042009
Vpk Digital Marketing042009
“ Play” vs. “Search” SEARCH INFORMATION PLAY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Both functionalities are needed for a successful online service. Focus of the digital efforts define the more dominant dimension.
Inform Activate Engage
Objectives: activating and engaging consumers
Objectives: Informing consumers
Objectives: informing, activating, engaging consumers
Bought media Earned media Own media
Key questions for marketers ,[object Object],[object Object],[object Object]
All marketing efforts are are tied together with a web site WWW See  ad (Tv,print, radio,..) E-mail Campaign (mini site) Event Competition ym... Brochure Order e-mail Join the site Order brochure Invitation Sign-in for event
Some digital opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Digital communication objectives Example: e-mail newsletter ,[object Object],[object Object],[object Object],[object Object],[object Object],“ 5s”
SOCIAL MEDIA
What is ”social media”? ,[object Object],[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Consumers are creating their own media 21% suomalaisista Facebookissa aktiivisia  (1,1M)
User-generated content will be next big challenge
User-generated content creates stickyness and loyalty
User-generated content is often authentic and “real”...
User-generated content / sharing
Vpk Digital Marketing042009
Vpk Digital Marketing042009
Case Igglo.fi
Vpk Digital Marketing042009
Virtual communities will be “just communities”
Yhteisön luomisen muistisääntöjä ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Some examples ,[object Object],[object Object],[object Object],[object Object],[object Object]
Wiki : yhteinen muisti ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Background thoughts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Mavswiki, collaboration
Benefits of wiki ,[object Object],[object Object],[object Object],[object Object],[object Object]
Yritysbloggaus ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Informaation jakelu : podcasting ,[object Object],[object Object],[object Object]
Informaation jakelu : RSS syöte ,[object Object],[object Object],[object Object]
Widgets: ole läsnä ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
Mobile: 7th massmedia
Consumer Driven Innovation ,[object Object]
P&G: Tremor innovation panels Tremor is a marketing service - powered by The Procter & Gamble Company - that develops word-of-mouth marketing programs.  http://www.tremor.com/
P&G: closes innovation loop
Mercedes: integrate content from enthusiasts
Tripadvisor: Ratings by clients http://www.tripadvisor.com/
Ducati: Clients participate in product development SportClassic - More than 12.000 answers
Thank you! Antti Leino [email_address] www.lowreality.com www.linkedin.com/in/anttileino Two favorite promotional sites http://www.vitaminwater.com/ http://www.comeclean.com

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