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NEDMA Seminar: The Future of Interactive Marketing (And What To Do About It)

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On April 14, 2010, the New England Direct Marketing Association (NEDMA) hosted a breakfast meeting with Shar VanBoskirk, Vice President & Principal Analyst, Forrester Research, to discuss the future of interactive marketing (and what to do about it).

During the presentation, Shar addressed the following hot topics: What is the current state of interactive marketing? What are the greatest challenges the interactive marketer faces today? What best practices will help marketers overcome present challenges?

For more information on upcoming NEDMA events, visit: http://www.nedma.com/events

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NEDMA Seminar: The Future of Interactive Marketing (And What To Do About It)

  1. 1.
  2. 2.
  3. 3. THEME<br />Firms must accommodate an ever- changing set of marketing rules.<br /><br />
  4. 4. Agenda<br />What is the current state of interactive marketing?<br />What are the greatest challenges the interactive marketer faces today?<br />What best practices will help marketers overcome present challenges?<br />
  5. 5. Interactive marketing will near $55 billion by 2014<br />
  6. 6. 1) Monies are shifting from traditional to interactive<br />
  7. 7. Email replaces print and direct mail budgets<br />"Email is so inexpensive we are getting even more use. We are completely skipping the direct mail piece of our Student Campaign.“<br />-- Sovereign Bank<br />
  8. 8. 2) Marketers try to balance budgets with consumer media time<br />
  9. 9. 3) Empowered consumers expect interactive relationships<br />
  10. 10. 4) Interactive channels will increase in effectiveness<br />Increasing effectiveness<br />Decreasing<br />effectiveness<br />
  11. 11. Agenda<br />What is the current state of interactive marketing?<br />What are the greatest challenges the interactive marketer faces today?<br />What best practices will help marketers overcome present challenges?<br />
  12. 12. 1<br />The recession.<br />
  13. 13. Marketers are functioning with leaner teams than ever<br />
  14. 14. Most staff fewer than 10 people toward interactive<br />Source: Q3 2009 Global Interactive Marketing Organization And Agency Survey<br />
  15. 15. $<br />$<br />$<br />$<br />Media spend<br />And they are sacrificing branding in order to drive immediate transactions<br />Consideration<br />Buyers<br />Awareness<br />Preference<br />Purchase<br />Loyalty<br />Eyeballs<br />66% of online media buys will be performance based by 2014, up from 58% today<br />
  16. 16. 2<br />Finding the right audiences.<br />
  17. 17. Media proliferation means everything is a place to advertise<br />Even simple user-generated content like photos<br />
  18. 18. People want content to come to them wherever they are<br />
  19. 19. 3<br />Figuring out social media. <br />
  20. 20. <ul><li>The trend is irreversible
  21. 21. It has changed the balance of power
  22. 22. It creates rapid (and often uncontrollable) innovation</li></li></ul><li>This means more than just adopting a new set of marketing tools<br /><ul><li>Adidas “New School of Thought” campaign tapped online community
  23. 23. Feedback on concept, creative, offers, even font size
  24. 24. Germinated new “strike a pose” campaign</li></li></ul><li>“The radio’s morning show is talking about twitter. So now I am twittering about the radio’s morning show. The circle of life is complete.”<br />“I just got challenged to a dance-off by my friend’s kid. Sadly, I lost.”<br />Zappos uses Twitter to give its brand a human face<br />
  25. 25. 4<br />Mobile.<br />
  26. 26. Mobile has a lot of potential<br />
  27. 27. But the mobile supply chain complicates marketer experimentation<br /><ul><li> Brands
  28. 28. Agencies
  29. 29. Publishers
  30. 30. Mobile marketing enablers
  31. 31. Operators
  32. 32. Infrastructure providers</li></ul>Source: Michael Becker, iLoop Mobile, Inc., andThe Mobile Marketing Association<br />
  33. 33. So right now mobile experiments are “cool,” but hard to value<br /><ul><li>Ran mobile banners to drive Superpages iPhone app
  34. 34. Over 87 million ad impressions served in 7 weeks*
  35. 35. Resulted in more than 12,000 direct Superpages application downloads
  36. 36. Superpages reached a ranking of #9 in the Lifestyle app category</li></ul>So what?<br />
  37. 37. 5<br />The Splinternet.<br />
  38. 38. The Internet is entering a new era<br />
  39. 39. Proprietary standards will define interactive experiences<br />
  40. 40. Marketing will no longer be as we know it<br />
  41. 41. Agenda<br />What is the current state of interactive marketing?<br />What are the greatest challenges the interactive marketer faces today?<br />What best practices will help marketers overcome present challenges?<br />
  42. 42. !<br />Build interactive, not just digital strategies<br />
  43. 43. 1) Reduce the role of channels and channel specialists<br />
  44. 44. 2) Develop your interactive organization<br />
  45. 45. 3) Invest in data and data relationships<br />Data<br />Experian acts as the data agnostic hub, enabling the marketplace and connecting all relevant, available data to the client’s targeting and analytical requirements<br />Linkage <br />Experian enables a de-personalized data sharing network, with linkage between disparate datasets created via both personal & non-personal data variables<br />Trusted 3rd Party<br />As the trusted 3rd party, all participants in the data sharing ecosystem can leverage Experian technology & expertise to maintain the sanctity of their sensitive information<br />Privacy & Compliance<br />Experian ensures that its client’s compiled personal data is never shared with any 3rd party and that non-personal linkages are obtained with requisite notice, transparency & notice from reputable partners<br />
  46. 46. 4) Innovate to improve the customer experience<br />Does the innovation…?<br />Enhance<br />Improve a program already in place<br />Increase the margin of an existing effort<br />Include<br />Incorporate community perspective<br />Accept and apply continuous feedback<br />Empathize<br />Relate to user need<br />Humanize a brand<br />Iterate<br />Roll out in phases<br />Allow for outgoing enhancements<br />
  47. 47. 5) Assume a modular approach to campaign development<br />
  48. 48. Summary<br />Interactive marketing is poised for significant growth<br />But changes in media and technology bring challenges as well as opportunity<br />Marketers can tackle challenges by creating interactive, not just digital strategies<br />Reduce the role of channel in your strategy<br />Build out your interactive organization<br />Invest in data and data relationships<br />Innovate<br />Create campaigns modularly<br />
  49. 49. Shar VanBoskirk<br />+1 617.613.5845<br />svanboskirk@forrester.com<br />www.forrester.com <br />Thank you<br />

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