This document discusses the evolution of digital consumers and marketing strategies. It notes how consumers have changed from hardware-driven in the 1970s to being software/content and connection focused today. Marketers are advised to use an integrated approach that follows customers along their journey from awareness to loyalty. The campaign process should include planning, development, execution and follow up. Media mixing should utilize both mass and targeted media. Marketers are reminded to respect consumers, engage and entertain them, focus on relevance and quality, and never lie. Technology alone is not the solution; communication must involve whispering rather than shouting.
This document discusses the evolution of digital consumers and media consumption over time. It notes how technology and media have changed from hardware-driven in the 1970s to being more software/content and connection focused today. Examples are given of different technologies and media and how their usage has changed from 1970s to 1990s to 2000s. The document also discusses the rise of social networking and its impact. It suggests that marketers need to understand and communicate with the new digital consumer in more relevant ways rather than just spamming. Marketers are encouraged to listen to consumers and focus on building connections rather than just pushing messages.
TNS Integrated Marketing - A Shift to Digitalklein_bui
The document discusses Vietnam's shift to digital media and advertising. It finds that while television remains the most consumed media, time spent online has significantly increased in recent years as internet and smartphone usage rises. The data shows Vietnamese digital consumers are highly engaged online and very open to brand interactions across different digital activities, suggesting opportunities for advertisers to connect with consumers through integrated digital campaigns.
Obama proved in 2008 that social networking and the Internet are key to winning an election campaign. Purple Forge builds on that by allowing supporters from mobile devices to share political information, and for candidates to poll and survey the public anytime, anywhere.
Social Media Boot Camp at NORAD NORTHCOMguest3b9e35d
The document provides an overview of a social media boot camp. It discusses the benefits of social media and how it has changed news consumption and media relations. It also covers best practices for using social media, including developing a message map, controlling communications, and adapting to different news cycles. The document warns of the consequences of uncontrolled communications and stresses the importance of transparency, ease of use, and cultivating unofficial spokespeople on social media.
Mobile devices now account for 24% of the 7.3 hours that the average French person spends consuming media daily. According to a study, 92% of French mobile users notice mobile ads on their phones, and 43% feel as comfortable with mobile ads as TV or online ads. Mobile advertising is impacting consumer purchasing decisions across the funnel, with 66% reporting mobile ads introduced them to something new and 30% saying it influenced an in-store purchase. By next year, 57% of French mobile users are expected to spend money on activities like apps, games, and travel via their phones.
Brands have a huge amount to gain from having a social media presence. The question is no longer “why”, but “what, and how?” And of course, how do we measure it?
How technology platforms are changing newspaper and magazine publishingAndrew Duck
This presentation looks at technology changes that are affecting the publishing industry and how these technology changes can be seen as opportunities rather than threats.
This document discusses the evolution of digital consumers and media consumption over time. It notes how technology and media have changed from hardware-driven in the 1970s to being more software/content and connection focused today. Examples are given of different technologies and media and how their usage has changed from 1970s to 1990s to 2000s. The document also discusses the rise of social networking and its impact. It suggests that marketers need to understand and communicate with the new digital consumer in more relevant ways rather than just spamming. Marketers are encouraged to listen to consumers and focus on building connections rather than just pushing messages.
TNS Integrated Marketing - A Shift to Digitalklein_bui
The document discusses Vietnam's shift to digital media and advertising. It finds that while television remains the most consumed media, time spent online has significantly increased in recent years as internet and smartphone usage rises. The data shows Vietnamese digital consumers are highly engaged online and very open to brand interactions across different digital activities, suggesting opportunities for advertisers to connect with consumers through integrated digital campaigns.
Obama proved in 2008 that social networking and the Internet are key to winning an election campaign. Purple Forge builds on that by allowing supporters from mobile devices to share political information, and for candidates to poll and survey the public anytime, anywhere.
Social Media Boot Camp at NORAD NORTHCOMguest3b9e35d
The document provides an overview of a social media boot camp. It discusses the benefits of social media and how it has changed news consumption and media relations. It also covers best practices for using social media, including developing a message map, controlling communications, and adapting to different news cycles. The document warns of the consequences of uncontrolled communications and stresses the importance of transparency, ease of use, and cultivating unofficial spokespeople on social media.
Mobile devices now account for 24% of the 7.3 hours that the average French person spends consuming media daily. According to a study, 92% of French mobile users notice mobile ads on their phones, and 43% feel as comfortable with mobile ads as TV or online ads. Mobile advertising is impacting consumer purchasing decisions across the funnel, with 66% reporting mobile ads introduced them to something new and 30% saying it influenced an in-store purchase. By next year, 57% of French mobile users are expected to spend money on activities like apps, games, and travel via their phones.
Brands have a huge amount to gain from having a social media presence. The question is no longer “why”, but “what, and how?” And of course, how do we measure it?
How technology platforms are changing newspaper and magazine publishingAndrew Duck
This presentation looks at technology changes that are affecting the publishing industry and how these technology changes can be seen as opportunities rather than threats.
This document summarizes a report from the Tunisia Media and Internet Survey 2010. The survey covered television, radio, movies, newspapers, games, internet and e-commerce usage in Tunisia. It contains 112 exhibits presenting data on topics like TV and radio viewing habits, movie attendance, internet and technology usage. The report is 82 pages and provides comprehensive data on media consumption in Tunisia.
The document discusses trends in networking, consumers, media, and advertising in a Web 2.0 world. Regarding networking, it notes growing internet access worldwide through technologies like DSL and FTTH, as well as increasing hours spent online on a monthly basis. For consumers, it describes how they are becoming "über-informed" through user-generated content and social networks. Media is shifting to more digital/interactive formats. Advertising is leveraging viral marketing, interactive campaigns including in online games, and branded entertainment.
This document discusses niche marketing websites and analytics platforms. It describes niche websites that specialize in specific business areas and provide targeted content and advertising. It also discusses technology platforms that create partner networks between thousands of niche sites to reach interested customers. Finally, it mentions analytics platforms that capture comprehensive data and provide insights into what the data means.
Tablets are a rapidly growing market, with ownership expected to reach 375 million globally by 2016. While the iPad originally dominated the market, tablets running Google's Android operating system are seeing faster growth. There are now over 50 Android tablet brands on the market. Tablets are used for activities like news, email, games and social media. Advertisers have an opportunity to reach tablet audiences through formats like full page interstitials, banners, and interactive/rich media ads within tablet editions of newspapers and magazines. Analytics are helping advertisers measure campaign effectiveness on tablets.
Slides from the keynote of Jens Begemann at the Virtual Goods Summit in Berlin (May 25th 2001).
Social Games: Why Brands and Publishers are Obsolete
Throughout game industry history, “Publishers” played an important role. Data gathering, market analysis, portfolio planning, IP aggregation, marketing, manufacturing, distribution, sales, and customer service were the Publisher’s value-add. Developers created the games, but publishers provided the scale to build big business.
With the rise of online game distribution the Publisher’s role diminished in importance. The social games ecosystem pushes it into obsolescence. There is no media to press, no boxes to ship. There are no “gold masters” to handoff. Game services require direct and immediate feedback & iteration loops between consumers and creatives. Facebook provides near-instant access to a captive global audience of hundreds of millions, and built-in contextual, targeted marketing mechanisms to effectively reach almost any audience within that huge constituency.
Other companies provide fully-featured tools for monetization, scalable ops, analytics, and customer acquisition. In short – the social game ecosystem enables and requires direct access to huge audiences and major-league tools. Who needs a Publisher anymore?
Speaker:
Jens Begemann, Founder & CEO, wooga
The document summarizes the results of a multimedia campaign in Spain in 2011 that utilized television, print, and YouTube advertising. The campaign reached 94.3% of its target audience with high frequencies across channels. YouTube reached 9.1% of the target audience, including many who had low television exposure. Those exposed to the YouTube ads had better brand awareness and recall than those without exposure. The combination of television and YouTube was particularly effective at improving brand metrics for the portion of the target audience with low television viewing. Overall, the YouTube component of the campaign proved highly effective and cost-efficient.
How are people engaging with their mobile devices? How effective are mobile ads? The results from our global research study with InMobi on Mobile Media Consumption was officially released at this year's World Mobile Congress last week. In this second wave of research, we tracked how mobile devices have changed they way media is consumed across 14 countries. This report summarizes the findings for the APAC region.
The document provides insights from a 2011 study on mobile and tablet media usage across several European markets. It finds:
1) Mobile media penetration was highest in the UK (44%) and tablet penetration was still low across markets, ranging from 2-14%.
2) Smartphone ownership was growing rapidly, especially in Spain. The iPhone and BlackBerry dominated the market.
3) Most mobile media users were younger than 35, employed, and on pay monthly contracts with unlimited data plans.
4) Tablet usage was primarily for leisure at home, while smartphones supported on-the-go media consumption via browsers and apps.
The study provides opportunities for mobile and tablet advertising, finding consumers were
How are people engaging with their mobile devices? How effective are mobile ads? The results from our global research study with InMobi on Mobile Media Consumption was officially released at this year's World Mobile Congress last week. In this second wave of research, we tracked how mobile devices have changed they way media is consumed across 14 countries. This report summarizes the findings for China.
The document discusses emerging mobile technologies and their adoption rates. It provides statistics on mobile internet and video usage. Future technologies like RFID and image recognition are presented as having potential to transform consumer experiences through mobile apps and social interactions. The document suggests these mobile trends will continue growing and impacting behavior over the long term.
This document discusses building social businesses and addresses common questions around the topic. It explains that social media is shifting how people access and share information. When building a social business, organizations should consider how to align employee talent with goals, who will manage social media efforts, and how to measure success beyond just financial metrics. A blended governance model where authority is distributed but with central guidance is often most effective for social business. Measurement of social impact can be difficult but focusing on value creation over strict ROI is important.
The document provides an overview of a social media boot camp. It discusses the benefits of social media and how it has changed news consumption and media relations. It also covers best practices for using social media, including developing a message map, controlling communications, and adapting to different news cycles. The risks of social media if not used properly are also examined, such as unintended consequences and loss of control over messaging. Overall, the document emphasizes how organizations must adapt their communications strategies to the new media landscape.
Generation M2: Media in the Lives of 8- to 18-Year-OldsBrian Crotty
Generation M2: Media in the Lives of 8- to 18-Year-Olds is the third in a series of large-scale, nationally representative surveys by the Foundation about young people's media use. It includes data from all three waves of the study (1999, 2004, and 2009), and is among the largest and most comprehensive publicly available sources of information about media use among American youth.
Generation M2: Media in the Lives of 8-to-18-Year-OldsTravis Valentine
The document summarizes the methodology used in a Kaiser Family Foundation study on media use among 8-18 year olds. It involved:
- A survey of 2,002 youth ages 8-18 conducted in classrooms in 2008-2009.
- 702 youth also completed week-long media use diaries.
- Analysis was conducted by staff at Kaiser Family Foundation and outside researchers.
It presents data in charts on trends in time spent with different media over time, ownership of mobile devices, and multitasking behavior.
Corelio has evolved from a newspaper publisher into a multimedia group. It has expanded from newspapers into online, magazines, radio, television and printing. Corelio newspapers have the largest readership in Belgium and its brands are innovating to remain relevant across multiple platforms in a changing media world. Corelio's financial results have remained stable as it adapts to changes in the industry.
The document discusses how businesses can use new media like blogs to communicate more effectively in today's changing environment. It notes that customers, employees, and other stakeholders now expect fast, direct, and informal communications. Blogs allow businesses to connect worldwide at low cost while controlling content. Examples are given of large companies using blogs and podcasts successfully for marketing, media relations, knowledge sharing, and direct customer engagement. The document advocates that businesses establish a blog or use new media to communicate in today's digital age.
Glocal Conference - Inside Social Media: Changes in the media landscape and the resulting influences on society and consumer behavior.
Aspects of the changing media landscape, especially through the proliferation of digital media (Internet/IPTV) and increasing communication on Social Media platforms. Both societal issues as well as communication policy issues will be covered and a critical outlook on the long-term changes in these trends are given.
This document discusses disruption in TV advertising and how to adapt. It notes that digital and social media have disrupted traditional media environments. Statistics show a decline in newspaper, magazine and TV advertising spending between 2007-2012, with internet advertising spending increasing dramatically. While scheduled TV programming still attracts large audiences, consumption of TV content is shifting to on-demand viewing on computers and mobile devices. The future of TV advertising requires adapting to these changes in media consumption.
A Kaiser Family Foundation Study with Harris Interactive: Generation M2 - Media in the Lives of 8- to 18-Year-Olds (See the full study at http://www.kff.org)
Generation M2: Media in the Lives of 8 to 18 Year OldsLuis Barrueto
The document summarizes key findings from a study on media usage among 8 to 18 year olds conducted in 2010. It includes 10 charts showing trends and time spent with various media platforms from 1999 to 2009. Some of the main findings are that total media exposure has increased from 7.5 hours in 1999 to 10.5 hours in 2009, TV viewing time has decreased but is still the most used medium, and mobile media like cell phones and iPods have greatly increased in ownership and usage among youth.
1) Traditional media is losing control as consumers have more choices in how they consume information from various online sources.
2) Brands face challenges in reaching consumers who can now avoid advertisements.
3) People are more likely to trust peer recommendations and personal connections over institutional sources of information.
This document summarizes a report from the Tunisia Media and Internet Survey 2010. The survey covered television, radio, movies, newspapers, games, internet and e-commerce usage in Tunisia. It contains 112 exhibits presenting data on topics like TV and radio viewing habits, movie attendance, internet and technology usage. The report is 82 pages and provides comprehensive data on media consumption in Tunisia.
The document discusses trends in networking, consumers, media, and advertising in a Web 2.0 world. Regarding networking, it notes growing internet access worldwide through technologies like DSL and FTTH, as well as increasing hours spent online on a monthly basis. For consumers, it describes how they are becoming "über-informed" through user-generated content and social networks. Media is shifting to more digital/interactive formats. Advertising is leveraging viral marketing, interactive campaigns including in online games, and branded entertainment.
This document discusses niche marketing websites and analytics platforms. It describes niche websites that specialize in specific business areas and provide targeted content and advertising. It also discusses technology platforms that create partner networks between thousands of niche sites to reach interested customers. Finally, it mentions analytics platforms that capture comprehensive data and provide insights into what the data means.
Tablets are a rapidly growing market, with ownership expected to reach 375 million globally by 2016. While the iPad originally dominated the market, tablets running Google's Android operating system are seeing faster growth. There are now over 50 Android tablet brands on the market. Tablets are used for activities like news, email, games and social media. Advertisers have an opportunity to reach tablet audiences through formats like full page interstitials, banners, and interactive/rich media ads within tablet editions of newspapers and magazines. Analytics are helping advertisers measure campaign effectiveness on tablets.
Slides from the keynote of Jens Begemann at the Virtual Goods Summit in Berlin (May 25th 2001).
Social Games: Why Brands and Publishers are Obsolete
Throughout game industry history, “Publishers” played an important role. Data gathering, market analysis, portfolio planning, IP aggregation, marketing, manufacturing, distribution, sales, and customer service were the Publisher’s value-add. Developers created the games, but publishers provided the scale to build big business.
With the rise of online game distribution the Publisher’s role diminished in importance. The social games ecosystem pushes it into obsolescence. There is no media to press, no boxes to ship. There are no “gold masters” to handoff. Game services require direct and immediate feedback & iteration loops between consumers and creatives. Facebook provides near-instant access to a captive global audience of hundreds of millions, and built-in contextual, targeted marketing mechanisms to effectively reach almost any audience within that huge constituency.
Other companies provide fully-featured tools for monetization, scalable ops, analytics, and customer acquisition. In short – the social game ecosystem enables and requires direct access to huge audiences and major-league tools. Who needs a Publisher anymore?
Speaker:
Jens Begemann, Founder & CEO, wooga
The document summarizes the results of a multimedia campaign in Spain in 2011 that utilized television, print, and YouTube advertising. The campaign reached 94.3% of its target audience with high frequencies across channels. YouTube reached 9.1% of the target audience, including many who had low television exposure. Those exposed to the YouTube ads had better brand awareness and recall than those without exposure. The combination of television and YouTube was particularly effective at improving brand metrics for the portion of the target audience with low television viewing. Overall, the YouTube component of the campaign proved highly effective and cost-efficient.
How are people engaging with their mobile devices? How effective are mobile ads? The results from our global research study with InMobi on Mobile Media Consumption was officially released at this year's World Mobile Congress last week. In this second wave of research, we tracked how mobile devices have changed they way media is consumed across 14 countries. This report summarizes the findings for the APAC region.
The document provides insights from a 2011 study on mobile and tablet media usage across several European markets. It finds:
1) Mobile media penetration was highest in the UK (44%) and tablet penetration was still low across markets, ranging from 2-14%.
2) Smartphone ownership was growing rapidly, especially in Spain. The iPhone and BlackBerry dominated the market.
3) Most mobile media users were younger than 35, employed, and on pay monthly contracts with unlimited data plans.
4) Tablet usage was primarily for leisure at home, while smartphones supported on-the-go media consumption via browsers and apps.
The study provides opportunities for mobile and tablet advertising, finding consumers were
How are people engaging with their mobile devices? How effective are mobile ads? The results from our global research study with InMobi on Mobile Media Consumption was officially released at this year's World Mobile Congress last week. In this second wave of research, we tracked how mobile devices have changed they way media is consumed across 14 countries. This report summarizes the findings for China.
The document discusses emerging mobile technologies and their adoption rates. It provides statistics on mobile internet and video usage. Future technologies like RFID and image recognition are presented as having potential to transform consumer experiences through mobile apps and social interactions. The document suggests these mobile trends will continue growing and impacting behavior over the long term.
This document discusses building social businesses and addresses common questions around the topic. It explains that social media is shifting how people access and share information. When building a social business, organizations should consider how to align employee talent with goals, who will manage social media efforts, and how to measure success beyond just financial metrics. A blended governance model where authority is distributed but with central guidance is often most effective for social business. Measurement of social impact can be difficult but focusing on value creation over strict ROI is important.
The document provides an overview of a social media boot camp. It discusses the benefits of social media and how it has changed news consumption and media relations. It also covers best practices for using social media, including developing a message map, controlling communications, and adapting to different news cycles. The risks of social media if not used properly are also examined, such as unintended consequences and loss of control over messaging. Overall, the document emphasizes how organizations must adapt their communications strategies to the new media landscape.
Generation M2: Media in the Lives of 8- to 18-Year-OldsBrian Crotty
Generation M2: Media in the Lives of 8- to 18-Year-Olds is the third in a series of large-scale, nationally representative surveys by the Foundation about young people's media use. It includes data from all three waves of the study (1999, 2004, and 2009), and is among the largest and most comprehensive publicly available sources of information about media use among American youth.
Generation M2: Media in the Lives of 8-to-18-Year-OldsTravis Valentine
The document summarizes the methodology used in a Kaiser Family Foundation study on media use among 8-18 year olds. It involved:
- A survey of 2,002 youth ages 8-18 conducted in classrooms in 2008-2009.
- 702 youth also completed week-long media use diaries.
- Analysis was conducted by staff at Kaiser Family Foundation and outside researchers.
It presents data in charts on trends in time spent with different media over time, ownership of mobile devices, and multitasking behavior.
Corelio has evolved from a newspaper publisher into a multimedia group. It has expanded from newspapers into online, magazines, radio, television and printing. Corelio newspapers have the largest readership in Belgium and its brands are innovating to remain relevant across multiple platforms in a changing media world. Corelio's financial results have remained stable as it adapts to changes in the industry.
The document discusses how businesses can use new media like blogs to communicate more effectively in today's changing environment. It notes that customers, employees, and other stakeholders now expect fast, direct, and informal communications. Blogs allow businesses to connect worldwide at low cost while controlling content. Examples are given of large companies using blogs and podcasts successfully for marketing, media relations, knowledge sharing, and direct customer engagement. The document advocates that businesses establish a blog or use new media to communicate in today's digital age.
Glocal Conference - Inside Social Media: Changes in the media landscape and the resulting influences on society and consumer behavior.
Aspects of the changing media landscape, especially through the proliferation of digital media (Internet/IPTV) and increasing communication on Social Media platforms. Both societal issues as well as communication policy issues will be covered and a critical outlook on the long-term changes in these trends are given.
This document discusses disruption in TV advertising and how to adapt. It notes that digital and social media have disrupted traditional media environments. Statistics show a decline in newspaper, magazine and TV advertising spending between 2007-2012, with internet advertising spending increasing dramatically. While scheduled TV programming still attracts large audiences, consumption of TV content is shifting to on-demand viewing on computers and mobile devices. The future of TV advertising requires adapting to these changes in media consumption.
A Kaiser Family Foundation Study with Harris Interactive: Generation M2 - Media in the Lives of 8- to 18-Year-Olds (See the full study at http://www.kff.org)
Generation M2: Media in the Lives of 8 to 18 Year OldsLuis Barrueto
The document summarizes key findings from a study on media usage among 8 to 18 year olds conducted in 2010. It includes 10 charts showing trends and time spent with various media platforms from 1999 to 2009. Some of the main findings are that total media exposure has increased from 7.5 hours in 1999 to 10.5 hours in 2009, TV viewing time has decreased but is still the most used medium, and mobile media like cell phones and iPods have greatly increased in ownership and usage among youth.
1) Traditional media is losing control as consumers have more choices in how they consume information from various online sources.
2) Brands face challenges in reaching consumers who can now avoid advertisements.
3) People are more likely to trust peer recommendations and personal connections over institutional sources of information.
Understanding Digital Marketing and its implications in Latin AmericaJose Luis Lopez Mota
Digital marketing is growing rapidly in Latin America. Social networking has eclipsed portals as the most engaging online activity, with Facebook being the dominant social network. Entertainment sites like YouTube are also very popular. While internet and mobile penetration is increasing, there remain significant differences between countries due to factors like infrastructure, economics, and education. To be successful with digital marketing in Latin America, strategies must be hybrid, localized to each country, engage audiences authentically, and adapt continuously to a dynamic environment. Understanding local nuances is essential.
COVID-19 // Media Behaviours Report Vol.1 // Havas Media UK POVHavas
This report examines changes in media consumption and behaviors in the UK since the emergence of COVID-19 based on a survey of 1,478 respondents. Key findings include:
- Younger generations are more anxious about the situation and have seen more disruption to work, while older generations feel more informed
- Consumption of most media channels has increased, especially live TV, video streaming, and social media, while outdoor advertising and cinema have decreased
- Younger people are consuming more media across all channels to seek information, comfort, and escapism
- Social platforms like Facebook, WhatsApp, and Instagram have seen major increases in usage
- Gaming platforms are seeing huge rises in usage as people entertain themselves at home
Unleash your super powers seattle and usa 9-13-2012Melissa Kunde
Radio is thriving because it connects with listeners in powerful emotional ways. Radio has the greatest weekly reach of any major media among young adults and adults in both the US and Seattle. On average, 93% of people 12+ in the US and 94% in Seattle listen to radio for 2-3 hours each day. Radio engages listeners through emotional connections with personalities and influences opinions and purchasing decisions.
Information sources and the use of media in Italy (1)Quattrogatti.info
Television is the most widely used media in Italy, accessed by 97% of Italians at least once a week. However, Italians use other media like radio, newspapers, and the internet less than the European average. While internet use has increased in Italy and reached the same levels as newspapers and radio, traditional media have remained stable and television remains dominant. Younger generations are beginning to change media consumption habits, gaining news from various sources online rather than solely from television.
The document discusses trends affecting the role of print media in the media mix. It notes that newspaper and magazine advertising shares are expected to decline while internet advertising is expected to increase significantly. Younger digital natives are spending less time with traditional print media and more time online and engaged in other digital activities. However, innovations like enriched paper with new technologies and increased outdoor media use may help maintain a role for print. The media landscape is also shifting with new players like Google playing a more prominent role.
This document discusses media piracy and changes in mass media consumption and business models. Some key points:
1) Media consumption is up overall but through new channels like streaming, and many people access media without paying for it through piracy. Worldwide piracy visits totaled 300 billion in 2017, with TV, music and film the most pirated.
2) The US has the most piracy visits at 27.9 billion in 2017. Mobile devices account for 87% of piracy visits. Losses to industries from piracy have risen drastically, with the US losing the most.
3) Media consolidation over time has led to just a few corporations dominating the mass media industry and owning most content
This document discusses the rise of smartphones and tablets. It notes that consumer usage of these devices is evolving, with many using them throughout the day for tasks like banking, news, and entertainment. Advertising on mobile and tablets is also growing rapidly compared to online. Many brands are now using these devices in their marketing in innovative ways like providing extra product information scanning codes in-store. Forward-thinking brands are taking a holistic approach across devices.
Vol.9: Havas Media Italy conducted a quantitative ad hoc research on 706 cases 18+, a sample that represents Italian citizens.
The aim is to investigate how Italian habits are changing since the start of the COVID-19 pandemic.
Beyond the mobile and Social Media, what marketers need to be aware about ? Exclusive presentation given as introduction keynote at last YAHOO Marketing Summit in Bali last July
Metrics and Measurement for Digital MarketersGregory Birgé
CPC, CPP, CPPCPCPP....can we stop the non sense of the non relevant metrics ?
Measurement means achieving a Goal, means setup a target, it means having an impact on my company and ideally should it be sales or related.
They call it Digital CRM. I think they mistaken. They should call it CRM in a digital world.
Exclusive presentation given to IDN members in Dublin 2012
(c) Gregory Birge. Contact me for any information.
The document discusses mobile social media and its evolution. It touches on several key points:
1) The migration of online communities to mobile platforms and social media's next phase in the mobile world.
2) International examples of social networks utilizing mobile technology.
3) Developing a 360 degree approach to mobile social media, its impact on consumers, and the evolution of business models and advertising.
4) How platforms will evolve to meet consumer needs and expectations.
The document discusses the dynamics of multi-channel marketing. It notes that marketing is no longer about using a single channel or multiple channels independently, but rather integrating channels. The document outlines the history of marketing and advertising channels from the 18th century to present day. It emphasizes that marketers can no longer use new media the way they want and must adapt to how consumers now control brands. The right approach involves understanding each channel's role and engaging consumers across a personalized journey using various touchpoints.
The document discusses strategies for building customer loyalty through digital engagement. It advocates for a consumer-centric approach that develops long-term relationships through personalized communication across multiple touchpoints. A successful loyalty program focuses on emotional connections, treats customers as individuals, and engages them consistently over time.
The document discusses strategies for long term engagement with youth through marketing. It provides examples of social media campaigns and websites used to target younger audiences. Key points emphasized include focusing on the consumer, developing a systematic strategic approach, and linking online and offline tactics to maximize engagement at each stage.
The document discusses various types of media including paid, owned, and earned media. It provides definitions of these terms from sources like Forrester and MarketingProfs. It also includes copyright notices and discusses challenges with adapting marketing strategies to new media formats and ensuring integrated, measurable campaigns.
The document discusses driving consumer engagement in the digital age. It notes that consumers now have more control over brands due to the rise of online platforms. Effective engagement requires understanding what consumers want and adding value to their lives rather than just pushing messages. Multiple touchpoints should be used to engage consumers through a personalized journey. Innovation requires focusing on consumer needs rather than just using new technologies. Measurement must focus on what really matters to consumers.
This document discusses a loyalty program called Family Rewards for Philips. It proposes testing email subject lines and content to maximize registration for the program. Initial tests showed registration increased by 45% with personalized subject lines. The full launch achieved a 39% open rate and 12% click through rate. Boosters were then sent to increase profile completion and coupon redemption rates. The document concludes by outlining an engagement plan with timelines and KPIs to keep customers engaged over time.
The document discusses how marketing is moving increasingly online, with companies allocating 20-30% or more of their marketing budgets to digital efforts. It also discusses how social media adoption is growing rapidly among companies. However, it notes that some social media marketing campaigns have failed due to not understanding the new media or respecting communities. The new dynamic real-time web requires a new approach from marketers that is more conversational and gives control to consumers.
The document discusses the rise of consumer engagement over time, from mass communication in the 1950s-1960s to consumers endorsing and enhancing brands today. It provides an overview of how engagement has evolved from brands having control to giving control to consumers. The presentation also outlines key principles for successful consumer engagement, such as being real, answering consumer questions, and adapting messages to chosen media.
The document summarizes a keynote presentation on whether digital media is conquering all. It discusses how marketers and agencies are reluctant to adopt new digital strategies due to lack of understanding and education. It also notes that consumers are surrounded by digital innovations and marketers must focus on engaging consumers in collaborative ways rather than just pushing messages. Finally, it emphasizes that the focus should be on measuring marketing impact and sales rather than just clicks and impressions.
The document discusses trends from a 2009 workshop on future media. It includes an agenda for the workshop covering topics like social networking, audience engagement, revenue generation, and future trends. One section discusses how consumers now control brands rather than vice versa. Other sections outline potential future trends like artificial intelligence, virtual worlds, mobile phones, personalization, and online video/internet TV. It also discusses distributing applications via web services and targeting international audiences.
This document outlines the agenda for a workshop on legal, moral, and ethical issues related to social networking. It discusses the differences between moral, ethics, and legal issues. It raises questions about whether social media sites act ethically. It also discusses common frauds, spam blogs, issues with personal information sharing, intrusive advertising, ownership of content, and recommendations for creating a matrix of risks, values, ethics and morals to address these challenges.
The document discusses steps for creating a successful social networking site. It covers analyzing the current social media landscape, optimizing audience engagement, generating revenue, addressing legal issues, and future trends. The presentation provides guidance on quick decision metrics, adapting to user evolution, changing site features, using a web funnel to drive traffic and conversions, and monetization strategies like advertising and subscriptions. Success requires clear objectives, technical expertise, engaging content, effective design, and ongoing maintenance. A case study of an F1 fan site in Singapore is also examined.
The document discusses optimizing audience engagement using social networking. It provides an agenda for a workshop on the topic, including sessions on the current social networking marketplace, optimizing audience engagement, revenue generation and goals, and future trends. Examples are given of how brands can engage consumers in social media through forums, blogs, and advertising on relevant sites. Opportunities for social media marketing are discussed, along with examples of successful social media campaigns.
The document provides a list of over 200 social networking sites and platforms. It begins with professional and business-focused networks, then lists sites oriented around dating and relationships, mobile-based networks, photo and media sharing sites, blogging platforms, and virtual worlds. The document emphasizes the large number of options that currently exist in the social media space.
The document discusses emerging trends in digital media and consumer technology. It notes that new media increasingly allows for more targeted and personalized experiences. The document provides advice on how companies can adapt to these changes, such as focusing on consumer needs over technology, testing new approaches, and giving consumers control and choice. It also highlights emerging technologies like semantic search and contextual advertising that may allow for more customized advertising experiences based on a user's interests and online behavior.
This document discusses the evolution of digital consumers and new marketing approaches. It begins with statistics about mobile phone and internet usage growth. It then covers topics like how consumer segmentation is changing, the impact of social networking, and new forms of user-generated content. The document advocates listening to customers and focusing on relevance, quality and solving problems over pushy advertising. It suggests integrating marketing across channels in a 360-degree approach and following customers along their journey. The conclusion emphasizes basics like persistence, respecting customers, and pulling them in instead of pushing messages.
Essential Tools for Modern PR Business .pptxPragencyuk
Discover the essential tools and strategies for modern PR business success. Learn how to craft compelling news releases, leverage press release sites and news wires, stay updated with PR news, and integrate effective PR practices to enhance your brand's visibility and credibility. Elevate your PR efforts with our comprehensive guide.
An astonishing, first-of-its-kind, report by the NYT assessing damage in Ukraine. Even if the war ends tomorrow, in many places there will be nothing to go back to.
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El Puerto de Algeciras continúa un año más como el más eficiente del continente europeo y vuelve a situarse en el “top ten” mundial, según el informe The Container Port Performance Index 2023 (CPPI), elaborado por el Banco Mundial y la consultora S&P Global.
El informe CPPI utiliza dos enfoques metodológicos diferentes para calcular la clasificación del índice: uno administrativo o técnico y otro estadístico, basado en análisis factorial (FA). Según los autores, esta dualidad pretende asegurar una clasificación que refleje con precisión el rendimiento real del puerto, a la vez que sea estadísticamente sólida. En esta edición del informe CPPI 2023, se han empleado los mismos enfoques metodológicos y se ha aplicado un método de agregación de clasificaciones para combinar los resultados de ambos enfoques y obtener una clasificación agregada.
Here is Gabe Whitley's response to my defamation lawsuit for him calling me a rapist and perjurer in court documents.
You have to read it to believe it, but after you read it, you won't believe it. And I included eight examples of defamatory statements/
Acolyte Episodes review (TV series) The Acolyte. Learn about the influence of the program on the Star Wars world, as well as new characters and story twists.
11. 38 Years saved in 83 Years…
1998 1 year How much
time does it
1994 5 years
take to
1971 10 years
reach
500M
1952 13 years
People ?
1915 38 years
Source : Forrester
25. Who are they ?
MORE LESS
" Connected " Loyal
" Mobile " Focus
" Responsive " Patient
" Multitasking " Easy to trick
Communities Quantity Share Fragmented
Connections Fast Vocal Competitive
26. Fight for space
Media spent,
Newspaper, 43%
Media spent, TV,
34% Media exposure /
Media exposure / day, Online, 32%
day, TV, 28%
Media exposure /
day, Radio, 23%
Media exposure /
day, Newspaper, exposure /
Media
10% day, Magazines, Media spent,
Media spent, Media spent, Others, 8%
7%
Magazines, 6% Radio, 6% Media spent,
Media exposure /
Online, 2%
day, Others, 0
Media exposure /day Media spent
Source : Synovate Asia, Nielsen Media research
27. But fight at the right place
Medi Media spent, TV,
34% Media exposure /
a Media exposure / day, Online, 32%
day, TV, 28%
Media exposure /
day, Radio, 23%
Media exposure /
day, Newspaper, exposure /
Media
Medi Media spent,
10% day, Magazines,
a
Media spent, Media spent, Others, 8%
7%
Magazines, 6% Radio, 6%
Media exposure /
day, Others, 0
Media exposure /day Media spent
Source : Synovate Asia, Nielsen Media research
28. Mushroom Advertising Effect
Test Saturation techno break New saturation
Simple Competitive New Eldorado Intrusive
One Way Innovative Copy Paste Disruptive
Before 1980 1980-2000 2000-2005 Since 2006
Press TVs Cinema Online Video Games
Radio Product Placement Banners Web 2.0
Outdoor
Mobile phone
41. YES, We have the solution
CUSTOMER INSIGHTS
Customer knows…
Pre analysis - Survey – analysis –
compilation – reports – meeting –
decision – market test – sampling –
first draft – campaign launch
42. Actually, maybe not, (sorry…)
Future is unknown
Success is a fragile recipe
New consumers are less rationals
Consumer insights is just a validation process
Not what, but HOW you use it
43. Do we know how to fly ?
YES it is a plane BUT
Old communication
Different technology
Different speed
Different pilots
Different teaching
Different training
New communication
44. Danger Zone
Users Marketers
Faster Adapt
Performance Focus
Personal Respect
More Risks Careful
Traditional rules should apply
Pilots are human beings
Relevance, Quality
Answer the real questions
46. Drive through a customer journey
Awareness
evangelism Interest
Loyalty Connection
Conversion
47. Back to basics, campaign process
Planning Development Execution Follow up
Wrap up
Objective Definition Campaign Strategy Implementation reports
Customer Segmentation 360 wheel evaluation Monitoring Positive
Learning
Contact Strategy Tactics by audience Gap measurement Improvement
and action plans points
Metrics Definition Creative development Follow up
planning
48. Optimize your media mix
• Selective Media • Targeted Media • Mass Media • Passive media
• Mass messaging or • Privileged Consumer • Brand image • No interaction
Focused targeting relation • Step by Step teasing • Volume marketing
• Brand image • Selected Moment • Increased interactivity
• Passive interaction
TV Press Outdoor Radio
• Accurate targeting • Mass Media • Emerging Media
• Quality Media • Targeting is needed • Accurate targeting
• Captive audience • Enrich consumer • Very Dynamic
experience interaction
• Dynamic and tight • Personalized marketing
interaction • Potentially Intrusive
Internet
Cinema Mobile
2.0
examples
49. 10 TRICS 4 TRICS
1. Technology is not the solution
2. Whisper and not Shout
3. Respect to be respected
4. Pull instead of Push
5. Accept mistakes and to loose control
6. Take risks
7. Engage, entertain
8. Be relevant, focus on excellence
9. Never lie
10. Online is a zoom activator
examples
52. Engagement example
Immersion and lifestyle
Intrigue Entertain Discover
Offline Online
Microsite Banners SEO Communities On line PR
- Simulate ambiance - 3 different approach - Mix organic and paid - Ambassador - Traditional product
and feeling of to match customer search selection in technical test
captivating sound and needs and strategy - Organic will maintain communities - Placement program
immersive experience phase product visibility - Ambiance games in beyond usage
- Generate envy to test - Selected sites based - Paid search will friendship
the product on timing / event leverage activity communities
- 2 Phases, Games and - Atmosphere
infomative presence linked to
events
All activities are trackable, measurable, drive customers to the next step of engagement to drive to sales
Actions are customer tailored to answer needs and CTA
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