Digital marketing trends 2012

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Four key trends of digital marketing. Rise of mobile Internet
Multi-channel interactive communication
Theme preemption
Target marketing

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Digital marketing trends 2012

  1. 1. 8th Advanced Computing ConferenceSeoul, Sep 12Lotte Hotel Jamsil phttps://www.facebook.com/events/486878934675027/ Digital Marketing Trends g g Janghyuk Lee Associate Professor, Korea University Business School http://biz.korea.ac.kr/professor/janglee Twitter: janglee11
  2. 2. Digital Marketing Trends g g Rise of mobile Internet Multi-channel i t M lti h l interactive communication ti i ti Theme preemption Target marketing © 2012, All rights reserved. Janghyuk Lee 2
  3. 3. Rise of Mobile Internet Unlike traditional media Internet provides following advantages: Two-way communication T i ti Multiple contents (text, voice, video) User participation (e.g., community, forum) Easy transfer of information (e.g., post scrap) Mobile internet outperforms fixed internet through Instant usage (e.g., always on between tasks) (e g on, Context based customized service (e.g., location info) Ubiquitous coverage © 2012, All rights reserved. Janghyuk Lee 3
  4. 4. Rise of Mobile InternetVolkswagen GTI 2010 g © 2012, All rights reserved. Janghyuk Lee 4
  5. 5. Rise of Mobile InternetWatching YouTube via Mobile Device g © 2012, All rights reserved. Janghyuk Lee 5
  6. 6. Multi-channel Interactive CommunicationScuderia Ferrari © 2012, All rights reserved. Janghyuk Lee 6
  7. 7. Multi-channel Interactive CommunicationOld Spice ‘Your Man Could Smell Like’ p Number of videos made: 180+ Number of video views: 5.9 million Number of comments: 22,500 © 2012, All rights reserved. Janghyuk Lee 7
  8. 8. Theme Pre-emption pNike ‘True City’ City guide of 6 major cities In 1 month of campaign, Google search 1.3M, App D/L 140K (iTunes store #1 in Europe) ( # ) Smirnoff ‘Night Life Exchange’ g g Where were you? Unique experiences from 14 countries Offering invitation to other countries’ events © 2012, All rights reserved. Janghyuk Lee 8
  9. 9. Target MarketingMobile Coupon: iButterfly p y © 2012, All rights reserved. Janghyuk Lee 9
  10. 10. Target MarketingFinding Influentials: Vacuum cleaner gBob Vila @BobVila• Active professional blogger• www.bobvila.com• 1,141,439 followers• Based in New York © 2012, All rights reserved. Janghyuk Lee 10
  11. 11. Target MarketingFinding Influentials: Vacuum cleaner gAdam Montoya @SeaNanners• Video games, cooling, wine games cooling• www.youtube.com/seananners• 248,262 followers• Based in Los Angeles g © 2012, All rights reserved. Janghyuk Lee 11
  12. 12. Target MarketingUser Clustering g STMS clusters involved users based on the frequency of communication. It allows our client to conduct cluster specific target marketing. ll li t t d t l t ifi t t k ti Cluster size (914,981 users) Top influentials Cluster specific topics Tweets generated by cluster members © 2012, All rights reserved. Janghyuk Lee 12
  13. 13. Target MarketingTactics to Handle Influentials: Engadget (Ultrabook) g g ( )A: Descriptive Follower A (440,273): top 1% very popular user Tweet T eet # D (521) 37 tweets/day h per active (521): t eets/da hyper acti e professional user Psv 40.0 Following/follower ratio A (0.000136): extremely ego centric user who do listen to only some otherB: Usage pattern users Influencer index (‘inf’) A (94.0): extremely influential user in a given community Retweet rate (‘psv’) A (40): user who transfer 4 out of 10 tweets in generalC: Generated tweets Usage hour B: very regular 24 hours a day overall a week Mentioned topics D User influencers ED: Topic keywords Engadget could be influenced by Tim_Stevens, DanaWollman, es_engadget E: Indirect Influencers © 2012, All rights reserved. Janghyuk Lee 13
  14. 14. Recommendation!Being mobile!MobilizeM bili multiple channels! lti l h l !Create a unique compelling theme!Leverage network-based razor thin targeting! network based © 2012, All rights reserved. Janghyuk Lee 14

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