The New Wave of Marketing Technologies


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"The New Wave of Marketing Technologies" - an Adobe webinar on 05.06.09 by The1stMovement\'s CEO Ming Chan, and Creative Director David Schell

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  • The New Wave of Marketing Technologies

    1. 1. The New Wave of Marketing Technologies
    2. 2. Passive, One way Experience Interactive, Engaging Experience
    3. 3. Poll #1 Have you or your client’s interactive budgets gone up, down or stayed the same this year? a) Increased b) Decreased c) Stayed the same d) No budget for interactive marketing
    4. 4. Technology enables story-telling to be more interactive and engaging, and creates an emotional and memorable user experience
    5. 6. About The1stMovement
    6. 8. Multiple Consumer Touchpoints
    7. 9. Your Brand’s Digital Footprint
    8. 10. • There are so many channels now to spread a brand or push out a campaign • Flash reusability – more bang for your buck! • Match to your audience • Drive traffic appropriately • Track and measure!
    9. 11. What We’ll Be Covering 1) Social Media Technologies 2) 3D Explosion on the web 3) Going Beyond the Web 4) Mobile Technologies 5) Blurring the Line Between Online/Offline 5) The Future of Desktop Marketing 6) Integrated Campaigns (How to Use it all Together)
    10. 12. Social Media Technologies
    11. 13. Blogs
    12. 14. • Brands use Blogs to communicate with their customers directly • They offer a more honest and personal view than traditional marketing channels •  Thought-leadership / Credibility •  Low-cost or free Blog Platform (Blogger, WordPress, MoveableType) Blogs
    13. 15. • Even more personal when CEO’s host their own personal blog • Thought-leadership both externally and internally Blogs
    14. 16. <ul><li>Blogs are not limited to just text </li></ul><ul><li>Photo / Audio / Video blogs (vlogs) </li></ul><ul><li>Utilize the same low-cost or free platforms </li></ul><ul><li>Use YouTube, Flickr and more to blog </li></ul>Blogs
    15. 17. Poll #2 Do you tweet under your personal name or your company/brand? a) Personal Name b) Your Company/Brand c) Both d) I don’t use Twitter
    16. 18. Twitter
    17. 19. • The new blog (Micro-blogging) • Zappos: CEO Tony Hsieh has personal conversations and gives away product • Connects locally for events, giveaways, etc. • Fits perfectly with their customer-centric approach Twitter
    18. 20. Twitter
    19. 21. • Apple vs. Skittles example • Apple using consumers to do marketing for them • Skittles pulling real-time “#skittles” tweets into their corporate site • Lack of filtering had a negative effect Twitter
    20. 22. Offered free shipping and promoted in three ways: Twitter – Real Results – The Wine Library Twitter - Real Results - The Wine Library Initiative Cost Result <ul><li>Direct marketing mailing </li></ul>$15,000 200 new customers <ul><li>Billboard ad </li></ul>$7,500 300 new customers <ul><li>Tweeted the promotion on Twitter </li></ul>free 1,800 new customers
    21. 23. Widgets
    22. 24. • Excellent extension channel to any marketing campaign • Rich interactivity and “Viral” • On the Web with MySpace, Facebook, and Blogs • Also for Desktop (Yahoo, Apple, Google, AIR) • Not just B2C - also a strong tool for B2B marketing Widgets
    23. 25. Putting it all together on the Web
    24. 26. AT&T Team USA Soundtrack Campaign
    25. 27. <ul><li>• Most-recalled sponsor feature during the Olympic game broadcast (Nielsen IAG, 8/18 – 9/14/2008, reported in AdWeek 9/22/08) • Download proceeds generated $1 million for Team USA • Over 20k visits per day on English & Spanish Microsites • 27k downloads of Soundtrack widgets on Facebook and MySpace. </li></ul><ul><li>Over 3k iTunes click through per day on iPhone site • Video content received over 2 million views throughout AT&T’s 3-screens </li></ul>AT&T Team USA Soundtrack Campaign
    26. 28. 3D Explosion on the Web
    27. 29. Papervision 3D and Away 3D
    28. 30. 3D Navigation
    29. 31. Virtual Interaction with Product
    30. 32. 3D Viral Campaigns / Games
    31. 33. Augmented Reality
    32. 34. BMW Z4 in 3D Augmented Reality
    33. 35. / Going Beyond the Web
    34. 36. Interactive Exhibition
    35. 37. • Motion detection • Multi-touch ability • Collaboration with other users • Projectors, touchscreens, floor-based, tables, etc. • Tradeshows, in-store, store windows, museums, conferences, etc. Interactive Exhibition
    36. 38. 3D Immersion
    37. 39. Multi-touch Interactive Display
    38. 40. • “ Minority Report” type interaction • Microsoft Surface / Apple iPhone technology leading charge • No keyboard, no mouse • The future of digital interaction! Multi-touch Interactive Display
    39. 41. The Future of Interaction
    40. 42. Mobile Technologies
    41. 43. Poll #3 Does your brand have a reachable presence via mobile device? a) Absolutely! b) We have a mobile site c) We have some neat mobile apps c) I don’t think we have anything
    42. 44. <ul><li>Mobile Applications / Games / Music / Ringtones </li></ul><ul><li>• WAP sites </li></ul><ul><li>• GPS enabled </li></ul><ul><li>• Mobile Video increasingly popular </li></ul>Mobile Technologies
    43. 45. • Each month, 10.3 million U.S. mobile phone subscribers access video content via their phones — up 14% from 2007 • Among mobile video users, Apple’s iPhone is the most popular phone: as of Q3 2008, 11% of all streaming video users were using an Apple iPhone, and 35% of iPhone users reported regularly using mobile video (compared to about 5% of all mobile subscribers) Mobile Video
    44. 46. iPhone Interaction
    45. 47. <ul><li>• iPhone Penetration to grow 164% by 2010, as opposed to Blackberry dropping 7% </li></ul><ul><li>67% of total mobile internet traffic </li></ul><ul><li>36k apps and counting </li></ul><ul><li>• Redefining mobile games with Peer-to-Peer Bluetooth in Version 3.0 (Multiplayer games) </li></ul><ul><li>•  GPS enabled applications </li></ul><ul><li>ObjectiveC is the #2 most popular “new” language (behind ActionScript) </li></ul><ul><li> </li></ul>iPhone Interaction
    46. 48. • PDA, Mobile gaming, etc. • Thirty-six percent of heads of households play games on a wireless device, such as a cell phone or PDA, up from 20 percent in 2002 • 190 million households will use a next-generation video game console in 2012 • Of the above, 148 million households will have this console connected to the Internet Other Mobile Devices
    47. 49. <ul><li>• Over 800 million mobile devices have a Flash player installed </li></ul><ul><li>Flash is supported on mobile devices including mobile phones, PDAs, gaming devices (PS3, Nintendo Wii, PSP and more), music players, and digital cameras </li></ul><ul><li>Flash 10 player and AIR player coming soon (increases reusability and promotes an engaging interactive experience while lowering the production costs) </li></ul>Flash on Mobile
    48. 50. Blurring the Line of Online/Offline
    49. 51. Interactive TV / Web Synchronizations
    50. 52. Interactive TV / Web Synchronizations • Data / Animations / Videos real-time synchronizations between TV and Web • Turn passive TV watching experience into interactive • More user experiences increase time spent with your story, and your brand
    51. 53. The Future of Desktop Marketing
    52. 54. Adobe AIR
    53. 55. • Bring the Web to the Desktop • Endless possibilities! • Leverage existing Web technologies like Flash, HTML, JavaScript, and Flex • Customized and personalized applications • Also a great tool for internal marketing communications and sales team Adobe AIR
    54. 56. Integrated Campaign
    55. 57. Integrated Campaign
    56. 58. • Technology channels really play along with the rest of a traditional marketing campaign • Critical in building awareness • Builds “viral” quality both online and offline • Holistic and integrated • R.O.I. trackable and measureable Integrated Campaign
    57. 59. Poll #4 <ul><li>As a marketing professional, are you dedicated to pushing your brand with emerging technologies? </li></ul><ul><li>Yes </li></ul><ul><li>No </li></ul>
    58. 60. Thanks! Q&A