Simon Digital Marketing Presentation


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Simon Digital Marketing Presentation

  1. 1. parneet gosal digital marketer blog: | twitter: @parneetg | LI: /in/parneetgosal november 2009
  2. 3. digital marketing is about understanding alternative reward systems and currencies <ul><li>mycoke rewards </li></ul><ul><li>customer loyalty campaign </li></ul><ul><li>buy coke, enter code, collect points </li></ul><ul><li>redeem for free product, sweepstakes and magazine subscriptions </li></ul><ul><li>paranormal activity </li></ul><ul><li>indie horror flick with viral marketing campaign </li></ul><ul><li>marketed via WOM – youtube, facebook, and individual microblogs </li></ul><ul><li>production cost = <15k; grossed = $100MM </li></ul>
  3. 4. digital marketing is about understanding alternative reward systems and currencies …Cont’d <ul><li>barack obama’s presidential campaign </li></ul><ul><li>first wired, networked, open source political campaign </li></ul><ul><li> launched by chris hughes </li></ul><ul><li>24/7 access, live streaming, viral tools </li></ul><ul><li>anyone can do it </li></ul><ul><li> features youtube videos posted by a kid lip-synching to the black eyed peas’ boom boom pow…recorded in apple’s nyc store. </li></ul><ul><li>flash mobs are occurring everywhere – from UPenn pillow fights to “i gotta feeling” in chicago. </li></ul>
  4. 5. digital marketing is about understanding alternative reward systems and currencies …Cont’d its not always about leading the herd. its about getting it right. first mover advantage is way overrated. <ul><li>second life </li></ul><ul><li>3D metaverse by linden labs </li></ul><ul><li>1MM users, time spent trounces world of warcraft – the world’s most subscribed MMORPG </li></ul><ul><li>limited # of premium subscriptions, possibility of taxation of virtual transactions </li></ul>do you know anyone who’s using it today? me neither
  5. 6. components of digital marketing <ul><li>website management </li></ul>video mobile strategy email servicing & marketing search engine optimization (SEO) search engine marketing (SEM) community blogs analytics: search, web analytics, panel-based metrics social media
  6. 7. 1. website management <ul><li>on-site strategy </li></ul><ul><li>site strategy depends on the business model </li></ul><ul><li>good websites are user-focused, navigable, shareable, customizable and actionable </li></ul><ul><li>with a flexible content management system </li></ul><ul><li>users can get to it from SERPs (Search Engine Results Pages) </li></ul>
  7. 8. <ul><li>off-site strategy </li></ul><ul><li>. hulu has replicated it’s on-site experience on it’s youtube channel – in clips instead of full-length videos. as a competitor (albeit with a different business model than youtube), hulu also refuses to share any revenue with youtube by not placing any ads in it’s channel. </li></ul><ul><li>circle of moms treats it’s facebook fan page as a mini website – it’s often hard to distinguish it from it’s real website. </li></ul>
  8. 9. 2. search engine optimization (SEO) <ul><li>SEO is the process of improving the volume and quality of traffic to a website from search engines via “natural” or “organic” search results. </li></ul>On-page SEO Off-page SEO Better Natural Page Rankings
  9. 10. <ul><li>“ facebook” was the #1 searched term on google over the past 4 weeks. </li></ul><ul><li>wedding wire beats the knot at it’s own game. </li></ul>
  10. 11. <ul><li>obama is tops for “failure”. stephen colbert no longer the “greatest living american”. </li></ul>
  11. 12. 3. search engine marketing (SEM) & PPC campaigns
  12. 13. <ul><li>facebook has turned display ad targeting into a science. </li></ul>
  13. 14. 4. social media <ul><li>entrenched sites are beginning to catch-up with APIs and third party innovators e.g. twitter lists allow users to create lists of people others can follow with one-click. </li></ul>
  14. 15. <ul><li>business is going where the consumer is. </li></ul><ul><li>the search for viral content is sparking innovation. </li></ul>The Brazen Careerist – career advice for the 20 something
  15. 16. how you can make it work for you – straight from chris brogan <ul><li>make your own game </li></ul><ul><li>build your tribe </li></ul><ul><li>establish trust </li></ul>
  16. 17. how you can make it work for you – the basics <ul><li>linkedin </li></ul><ul><li>blog, even if you’re shy </li></ul><ul><li>industry meet-ups, tweetups </li></ul><ul><li>subscribe to feeds </li></ul><ul><li>monitor what’s being said about you </li></ul><ul><li>tweet it up </li></ul><ul><li>flaunt your credentials </li></ul><ul><li>make genuine but calculated commentary </li></ul>