This document discusses digital marketing in the Baltic countries. It notes that digital marketing is often misunderstood and focuses too much on technology rather than customer needs. More than half the population in Estonia, Latvia, and Lithuania is online, but brands are not effectively engaging with them. Digital marketing touches all parts of a business like customer care, HR, PR, IT, and marketing. The real digital revolution empowers consumers to make independent decisions through research rather than being reliant on marketing and advertising. Effective digital strategies focus on common sense and lighting small fires within an organization rather than on specific technologies.

1. Digital marketing
Baltic’s.
LIENE KUPCA
17.04.2010

2. The biggest
problem about
Digital marketing
is the term itself
h"p://farm1.sta.c.flickr.com/59/200094536_562e30b967.jpg

3. A revolution does not happen, when society
adapts new tools.
Revolution starts, when people adapt new
behaviors.
(C.Shirky, US NOW)

4. The scene

5. 3 countries.
4 languages.
Bright bouquet of changes
shift of values,
and paradigms
Opportunities only
h"p://www.mycee.net/blog/wp-­‐content/uploads/2009/02/keyboard-­‐rubiks-­‐cube.jpg

6. People & connections
ESTONIA 67%
LATVIA 61%
LITHUANIA 55%
More, than half is online.
Do they take decisions?
Data:
Euromonitor
,
h"p://epp.eurostat.ec.europa.eu/tgm/table.do?tab=table&init=1&language=en&pcode=.n00061&plugin=1

7. Or –
they make and impact decisons?
h"p://farm3.sta.c.flickr.com/2737/4508326696_241c787c74.jpg

8. People are online.
What do they do?
They talk
They watch
They listen
They care
(also known as socializing)
.

9. About things,
that are really important to
them

11. 2/1.
 Search Google (LV/LT) Neti.ee
 E-mail
 Social : one.lt. Draugiem.lv facebook.ee

12. But what are brands doing
online?

13. still scream. Interupt.
Do not listen.
Image: Alan Tys, FutureLab

14. DIFFERENT CHANNEL, SAME PROBLEM
78% of consumers consider in-stream advertising
as “intrusive”. Half of viewers stop watching an
online video once they encounter an in-stream ad.
Source: Burstmedia, January 2008
29% of consumers leave a website that appears to
be cluttered with advertising.
Source: Burstmedia, December 2008
BANNER/AD BLINDNESS
Only 13% of UK consumers pay
attention to ads on social networking
NEW !! sites.
Source: Ebay Advertising, March 2009
TWITTER SPAM
Image: Alan Tys, FutureLab

15. Don’t focus on technology.
Focus on customer
needs,
wants
and behavior.

16. Heals everything?
“It always protects,
always trusts,
always hopes,
always perseveres.”

18. snake oil 2. 0. digital
 Social MEDIA strategy?
 Digital strategy?
 Twitter concepts? Twitter strategy?
 Skype strategy?
Or-
THE BUSINESS STRATEGY?

20. Digital is more than marketing
Cust.
HR PR IT MKTG
care
It touches all of these

21. h"p://www.180360720.no/

22. Think outside the bubble.
What happens online, should not end
online.
It must go offline

23. there is an ever expanding universe
to play with
“The workers
should
appropriate
the means of
production”
Image: Alan Tys, FutureLab

24. Play with it
 Websites
 Blog
 Twitter
 Engage in social portals
 Youtube, Slideshare
 Watch, what’s new

25. It is all about common sense
and
inside
the organisation

26. Digital is like violin.
Complicated and slowly learned But must
have in the orchestra.

27. Technologies are becoming simplier.
Marketers have to figure out how to make
information more human

28. Light a lot of small fires
h"p://farm4.sta.c.flickr.com/3018/3071758742_152b8a1c63.jpg

29. Don’t focus on technology.
Focus on customer
needs,
wants
and behavior.

30. the real digital revolution is about
consumer empowerment,
ability to research
learn about products and services and
make decisions independent
of
marketing and advertising

31. THANKS!
LIENE.KUPCA@GMAIL.COM
TWITTER.COM/LKUPCA
LINKED IN: LIENE.KUPCA