Digital Media Landscape


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Numantra provides this excellent overview of the digital media scape for 2008 - 2009. What trends in consumer behavior and online marketing are having the greatest impact on advertising? And what do advertisers need to know to be effective in the constantly evolving digital world? Numantra helps set the stage for your online strategy with this look at the Digital Media Landscape.

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  • Digital Media Landscape

    1. Navigating the Digital Media Landscape
    2. THE DIGITAL MEDIA LANDSCAPE OF 2008-2009 Social Media Consumer Generated Media Online Video Search Marketing Widgets Mobile Web 2.0 Online Advertising Email Websites
    3. SOCIAL MEDIA <ul><li>Online communities of people </li></ul><ul><li>Share ideas, content, and recommendations </li></ul><ul><li>74% of respondents choose companies or brands based on customer service experiences shared by other Web users on the Internet. (Source: Brandweek/ Society for New Communications Research, Palo Alto, Calif) </li></ul><ul><li>81% of those polled said they believe blogs, online rating systems and discussion forums give consumers &quot;a greater voice&quot; in customer service. (Source: Brandweek/ Society for New Communications Research, Palo Alto, Calif) </li></ul>
    4. CONSUMER GENERATED MEDIA <ul><li>Consumer reviews on Amazon, Netflix </li></ul><ul><li>Consumer advertising on eBay, YouTube </li></ul><ul><li>Consumer created ads for Doritos, Heinz </li></ul><ul><li>Blogs created by consumers and adopted by major brands </li></ul><ul><li>Google Ads created by consumers to promote their hobbies, businesses, and affiliations </li></ul><ul><li>Websites created by fans of brands </li></ul>
    5. ONLINE VIDEO <ul><li>Daily traffic to YouTube has nearly doubled to 48% of adults </li></ul><ul><li>54% of adults now have high-speed Internet connections at home </li></ul><ul><li>48 % of respondents used a video-sharing site, up from last year's 33% </li></ul><ul><li>15% of the respondents used a video-sharing site in the day before they answered the survey (Source: Pew Internet & American Life Project ) </li></ul>
    6. SEARCH <ul><li>Search is the number one use of the Internet </li></ul><ul><li>Search Engine Optimization helps a marketer’s website become listed prominently on the Search Results Page of Search Engines (Google, Yahoo!, MSN) </li></ul><ul><li>Search Engine Marketing (SEM) ensures that a marketer’s website appears prominently on the Search Results Page of Search Engines (Google, Yahoo!, MSN) </li></ul><ul><li>Pay-per-click SEM sends qualified leads directly to your website or landing page </li></ul>
    7. WIDGETS <ul><li>Widgets help marketers to deliver their product and/or service to the desktops of consumers computers </li></ul><ul><li>Widgets are downloadable and/or are easily embedded on consumers own websites, Social Network Pages, or blogs. </li></ul><ul><li>Examples of widgets include calendars, calculators, traffic monitors, stock monitors, weather forecasts, news tickers, sports scores, sales monitors, slideshows, blog watchers, maps, driving directions, etc. </li></ul>
    8. MOBILE <ul><li>Of the 60% of consumers who will limit their discretionary spending (due to a slowed economy), 41% of consumers, however, have no plans to stop or cut-back on the purchase of cell phones, making it an increasingly viable advertising channel (Source: 2008 Harris Interactive study) </li></ul><ul><li>16% of U.S. homes are using wireless phones exclusively (Source: 2008 National Center for Health Statistics) </li></ul><ul><li>Non-digital media (print ads, direct mail, outdoor) are incorporating mobile text messaging call-to-actions to generate more immediate consumer responses </li></ul>Pens Mobile Club - Text PENS to 32623 to Join 
ant to stay connected with the Pens at all times? Sign up to receive free text message alerts! Whether there is a big trade, breaking news, or special offers - you will find out first.Alerts go out after every game and include the 3 stars of the game. There is no charge to receive Pens Text Alerts. Standard text messaging rates apply.
    9. WEB 2.0 <ul><li>Web 2.0 refers to the trend in web development that recognizes how people are using a website and uses that activity help shape the website experience for others </li></ul><ul><li>Some examples of Web 2.0 </li></ul><ul><ul><li>The “Most Popular Visited Pages” list of a website become the most useful links on that website </li></ul></ul><ul><ul><li>“ Consumers who ordered this product also ordered these” </li></ul></ul><ul><ul><li>Consumer reviews of products </li></ul></ul><ul><ul><li>Onsite Comments and Feedback </li></ul></ul><ul><ul><li>Tags and Buzzclouds </li></ul></ul>
    10. ONLINE ADVERTISING <ul><li>Contextually relevant ad placements (typical ad placements based on content that matches advertisers with areas of interest) </li></ul><ul><li>Behavioral targeting (ad networks track consumers that indicate an interest in a topic on one site and begin advertising to them about that topic on subsequent sites) </li></ul><ul><li>Re-targeting (people that visit your website are tagged and then shown ads on other websites after leaving your site) </li></ul><ul><li>Rich-media (transactions and data gathering are built directly into the ad unit) </li></ul><ul><li>Sponsorships (gaining tighter ties with relevant content) </li></ul><ul><li>Affiliations (ad serving networks that deliver click-throughs to your site) </li></ul>
    11. EMAIL <ul><li>House lists over bought lists - bought lists produce spam and subsequently backlash </li></ul><ul><li>Content driven - email’s value to the receiver is based on it’s content </li></ul><ul><li>Sent rate, open rate, click-throughs are the primary metrics that determine an email campaign’s success </li></ul>between 40% to 70% of all email is currently getting blocked by spam filters!
    12. WEBSITE <ul><li>Websites are becoming more transactional over informational </li></ul><ul><li>Microsites are increasing in popularity as a method for addressing specific events and supporting specific campaigns </li></ul>
    13. TOP 10 ONLINE MARKETING TRENDS <ul><li>10. Social networking will get more and more niche. </li></ul><ul><li>9. Viral campaign Web sites will have a purpose. </li></ul><ul><li>8. User-generated content will be a component on most new Web sites. </li></ul><ul><li>7. Email marketers will demand more strategy from their marketing agencies. </li></ul><ul><li>6. Great content is king. </li></ul><ul><li>5. Most successful companies will become media companies. </li></ul><ul><li>4. The Democrat majority in Congress swings the tide of online marketing. </li></ul><ul><li>3. Greater integration of video into all Web sites. </li></ul><ul><li>2. Email mantra: list segmentation + relevant content = improved results. </li></ul><ul><li>1. Thoughtful, cause-related (green) marketing is the biggest winner. </li></ul><ul><li>Source: </li></ul>
    14. WHAT TO LOOK FOR IN AN INTERACTIVE AGENCY <ul><li>Experience with online retail marketing </li></ul><ul><li>Experience with building and managing databases </li></ul><ul><li>Full-service interactive capabilities (strategic, creative, programming, hosting, email delivery, online ad development and support, web development and support) </li></ul><ul><li>Experience with successfully integrating traditional and interactive elements in ongoing marketing campaigns </li></ul><ul><li>Experience with Social Media </li></ul><ul><li>Experience with creating and implementing online video </li></ul><ul><li>Experience with implementing Web 2.0 standards </li></ul><ul><li>Experience with developing overall digital media strategies that extend beyond the website and email campaign </li></ul><ul><li>Experience with targeted online media and the development of rich-media campaigns </li></ul>
    15. Numantra is a very unique and results-driven advertising & marketing agency that was started on the crest of a tidal wave of change that ushered in the 21st Century. Our founding partners recognized the coming of this change and purposefully created a company shaped in the image of the unstoppable future. Find out what Numantra can do for you. Visit for more information.