1. 1
Digitaalisen markkinointiviestinnän
mahdollisuudet
(ja sudenkuopat)
Antti Leino
Interactive producer / advisor
SYKSY 2009
thanks to Sami Salmenkivi for several slides

2. Internetistä tulossa
tärkein media

3. Internet on 4 -vuotias!
26million
1billion
1trillion
http://googleblog.blogspot.com/2008/07/we-knew-web-was-big.html
http://googleblog.blogspot.com/2005/09/we-wanted-something-special-for-our.html
http://googleblog.blogspot.com/2004/11/googles-index-nearly-doubles.html

4. 4
• Microprocessors • Storage technologies
• Telecommunications • Development tools

5. 5
Trends in consumer behaviour
Consumers will take control to fast forward, skip, or delete.
Market segments are defined by needs and preferences.
Consumer are content providers - personal blogs, sharing videos, photos
and illustrations, giving comments and spending time in virtual worlds
Multiple consumer touchpoints.

6. 6
Digitaalisuudessa ei ole kyse
teknologiasta vaan siitä miten
teknologian suomat mahdollisuudet
muokkaavat käyttäytymistapojamme
kuluttaa viestejä, jaella viestejä ja
luoda omia viestejä.
"
"

7. 7

8. 8

9. Tekniikka-
lähtöinen
Käytettävyys-
lähtöinen
Luovuus-
lähtöinen

10. Ihmis-
lähtöinen

15. 15

19. 19
Digital Opportunities
Search Engine Optimization
Mash -ups
Newspaper and
Magazines Online
eCommerce
LocalClassifieds
Auction Sites
IM/Chat
SMS
MobilePhoto
Messaging
MobileVideo
Messaging
GPS Advertising
Bluecasting
Mobile TV
Blogs
Moblogs Vlogs
RSS
RSS Readers
Podcasts
Metablogs
Social Networking
Social
News
Media
Sharing
Wikis
Wikitorials
Streaming Video
Webcasts
VOD
Radio
On-demand
Broadband TV
Networks
IPTV
Communities
Paid Music
Downloads
PaidVideo
Downloads
Ringtones
Peer -to-Peer
Consumer -
generated Video
Consumer -
generated Audio
Casual Gaming
Online Gambling Gaming Subscriptions
Massively
Multiplayer Gaming
MMPG Marketplaces Gaming Network
Head-to-Head
OnlineGaming
Metasearch
Shopping Search
Video Search
Voice Search
Paid Search
SMS Search
Local Search
Metatagging
Social
Bookmarking
Social Search
Blog SearchGamingPublishing
Corporate
Webprise
Email
Streaming
Content
Newsgroups
P2P File
Sharing
Personal
Web Pages
Search
Engines
ERP
CRM
E-tail
Exhibit II – Digital Opportunities
The Internet
Search Engine Optimization
Mash -ups
Newspaper and
Magazines Online
eCommerce
LocalClassifieds
Auction Sites
IM/Chat
SMS
MobilePhoto
Messaging
MobileVideo
Messaging
GPS Advertising
Bluecasting
Mobile TV
Blogs
Moblogs Vlogs
RSS
RSS Readers
Podcasts
Metablogs
Social Networking
Social
News
Media
Sharing
Wikis
Wikitorials
Streaming Video
Webcasts
VOD
Radio
On-demand
Broadband TV
Networks
IPTV
Communities
Paid Music
Downloads
PaidVideo
Downloads
Ringtones
Peer -to-Peer
Consumer -
generated Video
Consumer -
generated Audio
Casual Gaming
Online Gambling Gaming Subscriptions
Massively
Multiplayer Gaming
MMPG Marketplaces Gaming Network
Head-to-Head
OnlineGaming
Metasearch
Shopping Search
Video Search
Voice Search
Paid Search
SMS Search
Local Search
Metatagging
Social
Bookmarking
Social Search
Blog SearchGamingPublishing
Corporate
Webprise
Email
Streaming
Content
Newsgroups
P2P File
Sharing
Personal
Web Pages
Search
Engines
ERP
CRM
E-tail
Exhibit II – Digital Opportunities
The Internet

20. 20

21. Marketing is a service.
1

28. 28
“Play” vs. “Search”
SEARCH
INFORMATION
PLAY
KEY ISSUES:
• Experiences
• Entertainment
• Surprises
• Appealing to feelings
• Branding
KEY ISSUES:
• Usability
• Logicality
• Rapid response
• Rationality
• Branding

29. 29
Inform Activate Engage

30. 30
Objectives: activating and engaging consumers

31. 31
Objectives: Informing consumers

32. 32
Objectives: informing, activating, engaging consumers

33. Consumers create?
2

34. Taustakuva: springm
Willigness and tools.

35. Willingness =
audience

36. 1

37. 50
duncan davidson

38. 10000

39. 39
Yhteisön luomisen muistisääntöjä
• Vanhankansan viisaus verkossa osallistumisesta menee jokseenkin näin
– 1% osallistuu sisä llön tuottamiseen
– 10% osallistuu kommentointeihin ja arvioihin
– 89% kuluttaa
• Forresterin kyselytutkimukset jakaa käyttäjät osallistumisen mukaan
– 13% luo sisä ltöä
– 19% osallistuu blogien kommentoinneilla ja arvosteluilla
– 15% kerä ilee rss-syötteitä ja merkitsee sivuja del.icio.us tai technorati -palveluilla
– 19% liittyy sosiaalisen median yhteisöihin
– 33% kuluttaa lukemalla blogeja, katsomalla videoita, podcasteja
– 52% ei osallistu lainkaan sosiaalisiin medioihin
• Viisi vihjettä osallistumisen suunnitteluun:
– Ymmä rrä kohderyhmä si sosiaalisen median kä yttöprofiili
– Kartoita kä yttä jien osallistumistavat – nyt ja tulevaisuudessa
– Luo useita osallistumispisteitä
– Tee luomisesta ja osallistumisesta helppoa ja nopeaa
– Varustaudu osallistumisen tuomaan avoimuuteen ja kritiikkiin

41. If you challenge people to
create, do it right.

46. 46
Mercedes: integrate content from enthusiasts

47. 47
Tripadvisor: Ratings by clients http://www.tripadvisor.com/

48. Decentralized marketing
communication
3

49. PERINTEINEN
MAINONTA
Yritys-
viesti
TV
Printti
Radio
Kauppa
PERINTEINEN
WEBMAINONTA
Yritys-
sivut
Kauppa sisältö-
yhteisty ö
hakusana -
mainonta
mainonta

50. Yritys-ja
tuotesivut
24/7VERKOSTO
Embeddable
content
Widgets and
Applications
verkostoi-
tumis-
palvelut
Social networks
display
mainonta
display
mainonta
display
mainonta
Display
advertising
RSS-feeds
Social
bookmarking
kampanja
sivut
display
mainonta
Campaign sites

51. Banneri NettisivutMedia
Interest DesireAwareness Interest

52. Internet is not a medium.
It’s a platform, on which
brands should build long
term, non-linear
ecosystem.

53. Likeability:
Added value to
customers
log-term
Cost
efficiency:
People as the
media
Owned
media
Earned
media
Risk management:
- traffic
- awareness
- critical mass
(advertising)
Bought
media

54. (1) Centralized
(2) De-centralized
(3) Distributed

58. 1332%

59. Marketing is based on
earned media optimized
bits

60. Transmedia Storytelling.
4

61. Interesting stories are
culturally relevant and
get passed on from
person to person.

62. You alone are not telling
the story.

63. Trans-media Storytelling
Interesting stories are culturally relevant and
get passed on from person to person.
Long term - non-linear
Digital heart
Earned media optimized reactive bits
Own media geared for adding value
Media used as a vehicle to carry the story
forward
Each medium has a pre-set role

64. 2007-08-24
2007-08-31
2007-09-07
2007-09-14
2007-09-21
2007-09-28
2007-10-05
2007-10-12
2007-10-19
2007-10-26
2007-11-02
2007-11-09
TV-Ensi-ilta
Big Brother, UK,
1 näytös
Cadbury Gorillan sosiaalisen median katsojaluvut
Spooffit ilmestyy
Gorilla Facebook
groupit
Blogit “löytävät”
spooffit
n. 5 000 000
sosiaalisen
median katselua
Source: 1000heads

65. TV-ensi-ilta

69. Media used as a vehicle
to carry the story
forward, each medium
has a pre-set role

70. Think.
How to utilize all
opportunities?

71. 71

73. Social Media Manager?

74. 74
Future is mobile

75. 75
Mobile: 7th
massmedia

76. 76

77. Final thoughts

78. Digital marketing objectives
•Save
•Sell
•Serve
•Speak
•Sizzle

79. Digital marketing benefits
• Speed
• 24/7
• Reach
• Targeting
• Interactive
• Measurable

80. Digital marketer rules
• Content is a king
• Contact is even more king
• Response is a message, not the medium

81. 81
Thank you!
Antti Leino
cv: www.linkedin.com/in/anttileino
follow me: www.twitter.com/anttileino
inquiries: www.lowreality.com
blog: lowreality.blogspot.com