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Saving Digital from Failure by Marketing with Meaning


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Keynote presentation to the Cincinnati Digital Hub Initiative non-Conference on September 25, 2009 by Bob Gilbreath. In support of his new book, The Next Evolution of Marketing

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Saving Digital from Failure by Marketing with Meaning

  1. 1. Saving Digital from Failure byMarketing with MeaningBob Gilbreath – Chief Marketing StrategistBridge Worldwide<br />
  2. 2. Digital Media is Improving Our Lives Everywhere<br />
  3. 3. But Digital Marketing Is Not Yet Working<br />“If consumers are spending 30% of their time online, why are Brand Managers only spending 5% of their marketing budgets online?”<br /> - Typical Digital Services Provider <br /> <br />“Why should I spend more money online? I never click on banner ads, and hardly anyone is ‘friending’ my brand on Facebook.”<br /> - Typical Brand Manager<br />
  4. 4. Some of you believe we should adapt to the rules of traditional media<br />
  5. 5. Just make the banner bigger!<br />What do we do when people ignore these, too?<br />
  6. 6. Just embrace Pre-Roll video!<br />Google reports a 50% abandon rate<br />
  7. 7. Just start reporting Reach and Frequency (GRPs)<br />But isn’t their business model based on “Consumer is Boss”?<br />
  8. 8. Digital marketing is on the verge of failure, again<br />
  9. 9. This was supposed to be our year<br />People are spending more time than ever onlineDigital media is much cheaper to produce, test and purchase<br />
  10. 10. But…<br />Total online spending is down 3%The first decline since 2002Display is down 17%<br />PricewaterhouseCoopers<br />
  11. 11. Over 6 million Firefox users have installed Adblock<br />Before Adblock<br />After Adblock<br />
  12. 12. A free, ad-supported mobile service could only convince 2% of teens to take it<br />
  13. 13. Traditional marketing is on the verge of failure, too<br />
  14. 14.
  15. 15. “There&apos;s simply too much money and corporate energy devoted to this cause for those budgets, and hopes, to disappear overnight” - Jeff Goodby<br />
  16. 16. There is no guarantee that the old model will survive<br />
  17. 17. We have to try something different<br />
  18. 18. Some are winning by trying something new<br />
  19. 19. And a common theme is emerging<br />
  20. 20. 30% of users return to the site more than once per week<br />Grew profits by 8%<br />
  21. 21. 10 million site visits in 3Q’08 alone<br />Over $150 million in revenue by Year 2<br />
  22. 22. Featured in iTunes app store at $.99<br />Hit 3-year download goal in just weeks<br />
  23. 23. Isn’t this the kind of work that attracted you to digital in the first place?<br />
  24. 24. Marketing that people choose to engage with<br />Marketing that itself improves people’s lives<br />
  25. 25. It can come from a different way to apply existing planning tools and processes<br />
  26. 26. Business Objective:a opportunity to grow or a problem that is holding you back<br />Insight:how people think and feel, and how you might help them on a higher-level need<br />
  27. 27. Business Objective:improve return on investment in coupons<br />Insight:offers are important, but cutting coupons is less attractive to people<br />
  28. 28. More than 100,000 registrations in first month<br />Drives shopper card and email registration, complete fraud protection, and unprecedented data analysis<br />
  29. 29. Business Objective:reduce the amount of in-progress order queries<br />Insight:tracking online orders has become a national obsession<br />
  30. 30. Used in over 1 million orders in the first 2 months<br />Online orders account for 28% of all Domino’s sales<br />and the tracker is used by 75% of these customers<br />
  31. 31. Business Objective:uncover new revenue streams with greater profitability<br />Insight:people have an insatiable craving for personalized products<br />
  32. 32. One 7-oz pack for $12.99,<br />Minimum 3 packs, plus shipping and handling<br />Credited with “revitalizing the brand”<br />
  33. 33. Business Objective:increase consumption of Glucerna products for people with diabetes<br />Insight:newly diagnosed are unsure of what changes they must make in their diets<br />
  34. 34. People are testing more and losing weight<br />Participants buy 3x more Abbott Products<br />
  35. 35. It works for B2B<br />
  36. 36. Business Objective:increase loyalty to the Trane brand of heating and cooling equipment<br />Insight:service professionals are under constant pressure to understand new systems<br />
  37. 37. First online course attracted 1,200 people<br />
  38. 38. It works for non-profits<br />
  39. 39. Business Objective:retain and grow share of believers among young people in developing nations<br />Insight:as an earthly representative of the faith, the Pope offers a unique, personal connection<br />
  40. 40. The Pope is texting<br />There are 46 million mobile phone users in the Philippines alone<br />
  41. 41. It works for…banners!<br />
  42. 42. Business Objective:deliver on the brand purpose of“sparking unexpected fun”<br />Insight:people are compelled to take dares…<br />
  43. 43. See the Ad Here:<br /><br />
  44. 44.
  45. 45. And you can still win awards…<br />
  46. 46. (The Bonus Outtakes)<br />
  47. 47.
  48. 48.
  49. 49. This Model Even Works for New-New Media<br />
  50. 50. New Technology “Leapfrogs” the Old in Developing Nations<br />
  51. 51. Mobile is Leapfrogging Banners to Apps <br />
  52. 52. Gaming is Leapfrogging Billboards to “Extras” <br />
  53. 53. The world is waiting for a marketing model<br />Digital should be the center of this new model<br />Will you lead us?<br />
  54. 54. iPhone read-along app:<br /> <br /><br />@mktgwithmeaning<br />