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New Media 101

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A 101 guide to the basics of New Media Marketing. What is it and how can businesses create an integrated marketing strategy that incorporates new media in an effective way?

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New Media 101

  1. 1. New Media Marketing 101 Sarah Gallagher February 2009
  2. 2. What is New Media? <ul><li>Banner Advertising </li></ul><ul><li>Search </li></ul><ul><li>E-Mail </li></ul><ul><li>Affiliates </li></ul><ul><li>Mobile </li></ul><ul><li>Social Media </li></ul><ul><li>Website Technologies </li></ul>
  3. 3. Display & Gadgets <ul><li>Display = traditional banner ads </li></ul><ul><li>Widgets and Gadgets = mini applications, like photo galleries, news feeds, videos… </li></ul><ul><li>The North Face </li></ul><ul><ul><li>Let consumers put content where they want it </li></ul></ul><ul><ul><li>Push content and info to widgets and gadgets </li></ul></ul><ul><ul><li>Outperform traditional banners </li></ul></ul>
  4. 4. Search <ul><li>Nike </li></ul><ul><ul><li>Own the experience </li></ul></ul><ul><ul><li>Control Vendors </li></ul></ul><ul><ul><li>Provide Options </li></ul></ul><ul><li>Home Depot </li></ul><ul><ul><li>Search “Sitemap” </li></ul></ul><ul><ul><li>Paid vs. Natural </li></ul></ul><ul><ul><li>Control Brand </li></ul></ul>
  5. 5. Email <ul><li>Effective & Cost Efficient </li></ul><ul><li>Personalize by Action </li></ul><ul><li>Casual Male </li></ul><ul><ul><li>Reinforce Site Merchandising </li></ul></ul><ul><li>L.L.Bean </li></ul><ul><ul><li>Use functional emails for branding </li></ul></ul>
  6. 6. Affiliates <ul><li>Advertisers Pay Publishers for Shoppers who buy </li></ul><ul><li>Auto Parts Warehouse </li></ul><ul><ul><li>Average 30% growth month-over-month </li></ul></ul><ul><ul><li>Ramp up time: Six months </li></ul></ul>Affiliate Ecomm Site Affiliate Broker
  7. 7. Social Media <ul><li>Blogging </li></ul><ul><ul><li>Company Blogs </li></ul></ul><ul><ul><li>Targeted Blog Outreach / WOM </li></ul></ul><ul><ul><li>Microblogging / Twitter </li></ul></ul><ul><ul><li>Home Depot </li></ul></ul><ul><ul><ul><li>Use as Customer Service Channel </li></ul></ul></ul><ul><li>Social Networks </li></ul><ul><ul><li>Facebook/MySpace </li></ul></ul><ul><ul><li>YouTube Videos </li></ul></ul><ul><ul><li>Flickr Photos </li></ul></ul><ul><ul><li>Jeep </li></ul></ul><ul><ul><ul><li>Use Facebook to Share Content with Enthusiasts </li></ul></ul></ul><ul><li>Communities </li></ul>
  8. 8. Website Technologies <ul><li>Social Bookmarking and Sharing </li></ul><ul><ul><li>Forward to a Friend </li></ul></ul><ul><ul><li>Share on Facebook/Digg/BuzzUp </li></ul></ul><ul><ul><li>Ratings and Reviews </li></ul></ul><ul><ul><li>Integrated Forums </li></ul></ul><ul><ul><li>RSS Feeds </li></ul></ul><ul><li>Personalization </li></ul><ul><li>Dynamic Search </li></ul><ul><li>Syndicated Content </li></ul><ul><li>SEO (Search Engine Optimization) </li></ul>
  9. 9. Mobile <ul><li>Text Messaging Campaigns </li></ul><ul><ul><li>Incoming: </li></ul></ul><ul><ul><ul><li>Sign up for contest </li></ul></ul></ul><ul><ul><ul><li>Answer polls </li></ul></ul></ul><ul><ul><ul><li>Sign up for sale alerts </li></ul></ul></ul><ul><ul><li>Outgoing: </li></ul></ul><ul><ul><ul><li>Send promo alerts </li></ul></ul></ul><ul><ul><ul><li>Send news </li></ul></ul></ul>
  10. 10. Why is New Media Important? Total Traffic is Increasing
  11. 11. Why is New Media Important? Media Spending Out of Synch
  12. 12. Why is New Media Important? Consumers Constantly Changing *Source: Alexa.com December 2008
  13. 13. Why is New Media Important? Online Sales Growth Source: North American Technographics® Benchmark Survey, 2007 2006 2007 2008 2009 2010 2011 Online % of total category sales in 2011 Total US online sales (US$ billions) $132.1 $157.4 $184.4 $212.6 $241.6 $271.6 9% Apparel, accessories, and footwear $13.8 $16.4 $19.3 $22.2 $25.2 $28.2 12% Home furnishings $10.2 $12.5 $15.0 $17.7 $20.3 $23.0 14% Appliances and tools $5.9 $7.0 $8.3 $9.6 $11.0 $12.5 7% Autos and auto parts $15.9 $19.0 $22.2 $25.5 $28.6 $31.4 30% Baby products $1.6 $1.9 $2.3 $2.6 $2.8 $3.1 30% Books $5.3 $5.9 $6.4 $6.8 $7.1 $7.5 22% Computer hardware and software $16.8 $19.0 $21.2 $23.2 $25.5 $27.8 53% Computer peripherals $1.4 $1.5 $1.6 $1.7 $1.8 $1.8 18% Consumer electronics $9.8 $11.9 $14.4 $17.1 $20.1 $23.4 24%
  14. 14. What is the New Media Marketing Toolkit? Marketers have an increasing number of ways to connect with audiences and need to understand how to use these tools to effectively drive results.
  15. 15. Example: Nike.com Social Email Video Brand Site Technology Blog Outreach E-commerce Search

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