This document outlines a 10-week course on digital marketing. It discusses key digital marketing concepts and challenges including big data, social media, mobile and cross-channel shopping. Metrics for measuring digital campaigns like clicks, leads, and cost per thousand impressions are presented. Retargeting and real-time bidding for digital ads are covered. The importance of owned, earned, and paid media is explained.
Each year we product trends based to help us think about how the worlds of technology and media will change over the next few years.
There are lots of things happening, and we hope we have chosen some the most interesting
This year we look at:
Smart Devices
Push Notifications
Bluetooth Beacons
Frictionless Payments
Location & Local
Deliveries
Health
Actionable Intelligence
Polarisation
Borrowed Formats
This presentation covers some of the major trends in marketing that are now taking hold. It covers whether newspapers as we know them will survive, cable television, yellow pages and what will replace them as they die.
Next Generation Media Quarterly October 2012 dentsu
This is the thirteenth in a series of presentations using statistics and stories to show how the media world is evolving from day to day.
By Dan Calladine - Aegis Media
dan[dot]calladine[at]aemedia[dot]com
Why the time for digimarketing (digital marketing) is now, and how it will change marketing. The 4 P's of digimarketing.
Presented in Hanoi by Ian Fenwick (digiAindra) with Le Thuy Hanh, to launch the Vietnamese edition of DigiMarketing: The Esential Guide to New Media & Digital Marketing
Each year we product trends based to help us think about how the worlds of technology and media will change over the next few years.
There are lots of things happening, and we hope we have chosen some the most interesting
This year we look at:
Smart Devices
Push Notifications
Bluetooth Beacons
Frictionless Payments
Location & Local
Deliveries
Health
Actionable Intelligence
Polarisation
Borrowed Formats
This presentation covers some of the major trends in marketing that are now taking hold. It covers whether newspapers as we know them will survive, cable television, yellow pages and what will replace them as they die.
Next Generation Media Quarterly October 2012 dentsu
This is the thirteenth in a series of presentations using statistics and stories to show how the media world is evolving from day to day.
By Dan Calladine - Aegis Media
dan[dot]calladine[at]aemedia[dot]com
Why the time for digimarketing (digital marketing) is now, and how it will change marketing. The 4 P's of digimarketing.
Presented in Hanoi by Ian Fenwick (digiAindra) with Le Thuy Hanh, to launch the Vietnamese edition of DigiMarketing: The Esential Guide to New Media & Digital Marketing
Marketers are starting to use the second screen (smartphones, tablets, PCs) to complement the first screen (TV). While it’s still early days—with tactics so far ranging from basic to innovative—this report highlights the potential here for brands, with examples to illustrate.
MTM - 2021 Seminar - Bright Side of Technology - Feb 2021SamuelWarner9
With lockdown shaping much of our experience in 2020 - and having a continued impact into 2021, the role of digital tools and platforms has never been more prominent. As a result, our relationship with technology - how we use it, and how we feel about it (or perhaps more importantly, how it makes us feel) is undergoing a transformation. The same digital platforms and devices we have told ourselves to detox from have become the only means of keeping in touch with others, providing us with endless entertainment and offering us community.
As we kick into 2021, we ask how brands can adapt to these changes, reaching out to displaced, remote consumers and meeting their expectation of a more positive role of tech.
Social Commerce Camp - Killer Social Commerce ExperienceSteven Fisher
This is a presentation given at Social Commerce Camp DC on the foundations and components of social commerce. This includes a case study of Browncoats: Redemption, a fan film for charity that is using social commerce to raise $500,000 for charity.
We have seen changes in technology that we could never have imagined. In this slideshow, I am going to show the various areas that consumers use technology and the impact that this technology has had on our lives as consumers and businesses.
To read more on this subject and watch a video presentation, please follow this link: https://bit.ly/3lKQMIA
With thousands of sessions, a packed exhibit hall floor, hundreds of party and networking opportunities, and dozens of ancillary activities, this year’s SXSW Interactive, which took place March 7-11 in Austin, Texas, was a place ripe for curiosity and exploration. To paraphrase one panelist: SXSW is a living, breathing manifestation of the Internet and culture.
This report highlights 10 overriding themes from the 21st annual festival, based on on-the-ground reporting, input from JWT and Digitaria colleagues in attendance and secondary research.
2018 will usher in an evolution of experience. We will see technology that empowers consumers, intelligent systems that will enhance our lives and the definition of reality and the
blending of physical and digital will begin to converge and redefine our world. Our new trend framework focuses on the core behaviors driving technology adoption and engagement. As a data-driven growth engine for clients, our goal is to look at every new technology and trend through a behavioral lens to understand why consumers gravitate to specific technologies and how those technologies establish and amplify new behaviors.
Our new trend framework focuses on the following three core areas:
Empower - Trends that allow consumers to own, create, and democratize experiences.
Enhance - Trends that enhance daily life activities and responsibilities through intelligent
systems and proxies.
Environment - Trends that lead to the frictionless connection between physical and digital experiences, reshaping our environment.
These three behavioral drivers align to provide consumers overall EXPERIENCE.
Why Mobile Social Media Matters - Statistics, Trends, TechnologiesDavid Berkowitz
This is a primer on mobile social media, including statistics, how people are using it, why people use it, and the future of mobile social media. While specific technologies and stats will change with any given month, the trends should prove to be more enduring.
Your feedback is welcome, whether via email (dberkowitz@360i.com), Twitter (@dberkowitz & @360i), or however else you choose.
A brief overview of bow how the internet has changed over the years, and the impact that it has on the lives of consumers. Created as part of my digital marketing course with the British Academy of Digital Marketing.
50 Powerful Statistics About Tech Mega Trends Affecting Every BusinessVala Afshar
There are five mega trends impacting the IT departments of every company: Mobile, Social, Cloud, Apps and Big Data. In this presentation, Vala Afshar reveals ten startling stats for each mega trend.
This is a presentation made for a seminar organized by EU-China exchange program. It replied three questions. 1- why look at China? 2- What online media brings to China? 3- Sources of innovations?
Curtis Marvis, President of Digital Media, Lionsgate, reveals how film studios are getting into the business of tackling the digital space. Learn about the creation of the Weeds Social Club and the Dirty Dancing Social Game, which became the #2 fastest growing facebook game in the world within two weeks of its launch. Lionsgate produces critically acclaimed television titles Mad Men, Weeds, and Nurse Jackie, and has released numerous box office hits including THE EXPENDABLES, THE LAST EXORCISM, SAW 3D, and PRECIOUS. Lionsgate continues to lead the way as an independent producer and distributor of motion pictures and television programming as it explores new opportunities in multi-platform and digitally delivered content.
UNLOCK YOUR DIGITAL VALUE POTENTIAL - BOOZ DIGITAL AMSTERDAM 2013Femke-Anna van Zanten
Most players see digital as incremental instead of transformative. Digital is not just an add-on, and as such, incremental steps will not be enough. Re-imagining in a broader context is key. Learn here how to Re-imagine your business, and create Digital Value: new insights, frameworks and case examples.
Marketers are starting to use the second screen (smartphones, tablets, PCs) to complement the first screen (TV). While it’s still early days—with tactics so far ranging from basic to innovative—this report highlights the potential here for brands, with examples to illustrate.
MTM - 2021 Seminar - Bright Side of Technology - Feb 2021SamuelWarner9
With lockdown shaping much of our experience in 2020 - and having a continued impact into 2021, the role of digital tools and platforms has never been more prominent. As a result, our relationship with technology - how we use it, and how we feel about it (or perhaps more importantly, how it makes us feel) is undergoing a transformation. The same digital platforms and devices we have told ourselves to detox from have become the only means of keeping in touch with others, providing us with endless entertainment and offering us community.
As we kick into 2021, we ask how brands can adapt to these changes, reaching out to displaced, remote consumers and meeting their expectation of a more positive role of tech.
Social Commerce Camp - Killer Social Commerce ExperienceSteven Fisher
This is a presentation given at Social Commerce Camp DC on the foundations and components of social commerce. This includes a case study of Browncoats: Redemption, a fan film for charity that is using social commerce to raise $500,000 for charity.
We have seen changes in technology that we could never have imagined. In this slideshow, I am going to show the various areas that consumers use technology and the impact that this technology has had on our lives as consumers and businesses.
To read more on this subject and watch a video presentation, please follow this link: https://bit.ly/3lKQMIA
With thousands of sessions, a packed exhibit hall floor, hundreds of party and networking opportunities, and dozens of ancillary activities, this year’s SXSW Interactive, which took place March 7-11 in Austin, Texas, was a place ripe for curiosity and exploration. To paraphrase one panelist: SXSW is a living, breathing manifestation of the Internet and culture.
This report highlights 10 overriding themes from the 21st annual festival, based on on-the-ground reporting, input from JWT and Digitaria colleagues in attendance and secondary research.
2018 will usher in an evolution of experience. We will see technology that empowers consumers, intelligent systems that will enhance our lives and the definition of reality and the
blending of physical and digital will begin to converge and redefine our world. Our new trend framework focuses on the core behaviors driving technology adoption and engagement. As a data-driven growth engine for clients, our goal is to look at every new technology and trend through a behavioral lens to understand why consumers gravitate to specific technologies and how those technologies establish and amplify new behaviors.
Our new trend framework focuses on the following three core areas:
Empower - Trends that allow consumers to own, create, and democratize experiences.
Enhance - Trends that enhance daily life activities and responsibilities through intelligent
systems and proxies.
Environment - Trends that lead to the frictionless connection between physical and digital experiences, reshaping our environment.
These three behavioral drivers align to provide consumers overall EXPERIENCE.
Why Mobile Social Media Matters - Statistics, Trends, TechnologiesDavid Berkowitz
This is a primer on mobile social media, including statistics, how people are using it, why people use it, and the future of mobile social media. While specific technologies and stats will change with any given month, the trends should prove to be more enduring.
Your feedback is welcome, whether via email (dberkowitz@360i.com), Twitter (@dberkowitz & @360i), or however else you choose.
A brief overview of bow how the internet has changed over the years, and the impact that it has on the lives of consumers. Created as part of my digital marketing course with the British Academy of Digital Marketing.
50 Powerful Statistics About Tech Mega Trends Affecting Every BusinessVala Afshar
There are five mega trends impacting the IT departments of every company: Mobile, Social, Cloud, Apps and Big Data. In this presentation, Vala Afshar reveals ten startling stats for each mega trend.
This is a presentation made for a seminar organized by EU-China exchange program. It replied three questions. 1- why look at China? 2- What online media brings to China? 3- Sources of innovations?
Curtis Marvis, President of Digital Media, Lionsgate, reveals how film studios are getting into the business of tackling the digital space. Learn about the creation of the Weeds Social Club and the Dirty Dancing Social Game, which became the #2 fastest growing facebook game in the world within two weeks of its launch. Lionsgate produces critically acclaimed television titles Mad Men, Weeds, and Nurse Jackie, and has released numerous box office hits including THE EXPENDABLES, THE LAST EXORCISM, SAW 3D, and PRECIOUS. Lionsgate continues to lead the way as an independent producer and distributor of motion pictures and television programming as it explores new opportunities in multi-platform and digitally delivered content.
UNLOCK YOUR DIGITAL VALUE POTENTIAL - BOOZ DIGITAL AMSTERDAM 2013Femke-Anna van Zanten
Most players see digital as incremental instead of transformative. Digital is not just an add-on, and as such, incremental steps will not be enough. Re-imagining in a broader context is key. Learn here how to Re-imagine your business, and create Digital Value: new insights, frameworks and case examples.
Millions of dollars have been invested in the Metaverse by some of the largest companies in the world. And brands are buying into the Metaverse to position themselves for the next revolution in digital marketing. Discover what brands are doing in the Metaverse and how your company can take advantage of this unique and burgeoning opportunity. Technology is increasing at an exponential rate providing competitive advantage opportunities for those companies that can not only innovate but have a roadmap of continuous innovation. The Metaverse creates new opportunities for innovation around products, marketing, business models, and disruptive forces that will impact every industry. Are you ready?
Darren Evans explores several emerging digital trends and the impact on user experience specialists. He talks through the rise of user-generated content, shifting trends and emerging new technologies – both on the PC and beyond.
Rethinking publishing in the content marketing eraMatthew Buckland
The internet has instigated a dramatic fall in the economics of media. Competition for both revenue & reader attention. Media & advertisers need to figure out a new paradigm: platforms, ad formats, content types, distribution & business models
Digital Transformation in Corporate BankingScopernia
The world of finance and insurance is changing. Digital is impacting every aspect of banking, not just for B2C but also for B2B. This presentation for Belfius Corporate Banking, shows the signs of disruption while offering a framework to deal with digital transformation.
Présentation 9 : Guy Huyberechts : Big Data and Big Analytics – new reality and/or new tools for marketers?
Notes de cours distribuées le 24 novembre dans le cadre de la Formation Digitale de la BMMA
Presentation 7 : Erik Portier ; Automated media trading & Real-time-bidding ; new sales model for multiple screen digital video advertising du 3 novembre 2014
Notes de cours distribuées le 6 octobre dans le cadre de la Formation Digitale de la BMMA. 4e session donnée par JOHANNES SCHNACK : "Congratulations, you're on FB! What now?"
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Marketing as a Primary Revenue Driver - Lee Levitt
Bmma hugues rey formationdigitale2014 session 1 - version 15092014short
1. 10 lundis pour rattraper le train du digital
Don’t Miss The Digital Train!
Session 1 The framework : Digital marketing in practice
15th of September 2014
Hugues L. Rey
2. rattraper le train du 10 lundis pour rattraper le train du digital
Agenda or Bingo ?
2
Big Data
Long Tail
Dwell (Rate)
Crowd Sourcing
Cloud Computing
Gamification
Media Meshing
SoLoMo
Mash Up
Cookie
Freemium
3. rattraper le train du 10 lundis pour rattraper le train du digital
Marketing ...
3
is the process of communicating
the value of
a product or service to customers.
Wikipedia
4. rattraper le train du 10 lundis pour rattraper le train du digital
Digital...
4
is most commonly used in computing and electronics, especially
where real-world information is converted
6. 10 lundis pour rattraper le train du digital
Challenges Facing Digital Marketers
•Proliferation of digital channels
•Intensifying competition
•Exploding data volumes.
7.
8. 10 lundis pour rattraper le train du digital
Total reach of Internet Websites
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
27
33
38
43
50
54
59
62
63
62
66
69
Total Reach of Internet Website
Internet total reach has more than doubled to reach 69% of the 12+ in 2012
Sources : CIM PMP 2001-2012
9. Power of the Newcomers !
2006
2013
GOOGLE.BE
GOOGLE.BE
LIVE.COM
FACEBOOK.COM
SKYNET.BE
YOUTUBE.COM
EBAY.BE
LIVE.COM
TELENET.BE
WIKIPEDIA.ORG
WIKIPEDIA.ORG
BLOGGER.COM
YAHOO.COM
SKYNET.BE
FREE.FR
YAHOO.COM
AUTOZONE.BE
TELENET.BE
ADOBE.COM
WORDPRESS.COM
16. Web 3.0
Web x.0
Semantic / Objects Web
Meta Web
Web 1.0
Web 2.0
The Web
Social Web
Degree of Social Connectivity
17. Web 2.0 was/is about participation
Portable, personal web, focused on the individual, on lifestream, on consolidating content, and which is powered by widgets, drag and drop, and mash-ups of
user engagement.
cc licensed ( BY ) flickr photo by Mykl Roventine: http://flickr.com/photos/myklroventine/3867744073/
18. 10 lundis pour rattraper le train du digital
“Web 2.0” ? – 6 Rules !
Unique, hard-to-recreate data sources
The web as platform
Harnessing the collective intelligence
Above the level of single device
Lightweight programming models (Mash Up,...)
Leveraging the long tail through customer self-service
24. In 15 years,
Amazon went from 1 category (books) to 16 main categories
WEB AS A SERVICE
25. Amazon began with books…
Competition
Market was large and fragmented.
Contrary to the concentrated music
industry, no player would
have the power to freeze out a new entrant.
Product
A book does not have to be accurately described:
it is a universal and simple object.
Book distributors were
already exchanging digitalized listing.
Search
Search would make it easy for customers to find books among the
entire database.
Amazon repeatedly
appears first on Google‟s results page.
Source: Robert Spector, Amazon.com: Get Big Fast (2002)
26. Example Kindle: A service, not a device
“The vision for Kindle is every book ever in print in any language - all available in less than 60 seconds.” Jeff Bezos
Amazon struggles with publishers to implement its vision:
• Lowering prices, even if it requires temporarily selling at a loss
• Increasing selection: 900,000 books available
• Pressuring them with Print on Demand and auto-publishing
Like iTunes, it is a seamlessly integrated ecosystem. Amazon wants to become a one-stop shop:
• Kindle‟s 3G chip
• Access to the ebook catalog through the Kindle or the apps
Even if the Kindle is the best device to read for a long time, it is more of a platform than a device:
• A device-agnostic experience thanks to mobile and desktop application (Whispersync1)
• A streamlined interface and user experience dedicated to reading on many devices
1Whispersync enables a seamless synchronization of the reading progress and bookmarks across devices. Icons from Oxygen.
30. Au second trimestre 2011, 51 % de la musique dématérialisée a été consommée sur Internet contre 49 % en téléchargement. Un Suédois sur neuf paie un abonnement à Spotify : avec la même proportion, nous pourrions retrouver des ventes à un niveau antérieur à la crise.
Il y aura donc 3 formes de diffusion de la musique numérique:
1.L’achat à la carte, type iTunes,
2. L’accès à travers l’abonnement simple (Spotify) ou couplé (Deezer- Belgacom)
3. La gratuité financée par la publicité.
31. New
horizons
Web 3.0 refers to a third generation of internet-based services that collectively allow the emergence of
the Objects / Semantic web.
cc licensed ( BY ) flickr photo by paul (dex): http://flickr.com/photos/dexxus/3146028811/
32. 10 lundis pour rattraper le train du digital
Data Augmented Reality
Connected life
40. 10 lundis pour rattraper le train du digital
Data Augmented Reality
Connected mobility
Data Augmented Reality
Connected consumer journey
41.
42. the RetailNext system collects over 100 petabytes of raw data across more than 500 million shopping trips per year. This information comes in from more than 65,000 sensors across thousands of stores from more than 100 brand named retailers in 20 countries.
45. 10 lundis pour rattraper le train du digital
INTENSIFYING COMPETITION
46. 10 lundis pour rattraper le train du digital
Challenges Facing Digital Marketers Intensifying competition
•Digital channels are « relatively cheap », compared with traditional media
•Making them within reach of practically every business of every size
•As a result, it’s becoming a lot harder to capture consumers’ attention.
47. We've gone from being exposed to about 500 brand messages a day back in the 1970s to as many as 5,000 a day today. Jay Walker-Smith Yankelovich Consumer Research
48. See: 5,000 Engage: 76 Recall: 12 Act on: 5
Yankelovich Consumer Research
49. See: 5,000 Engage: 76 Recall: 12 Act on: 5
Yankelovich Consumer Research
you have to be the 0.1%
56. www.grp.be
GRP SYMPOSIUM « Media is back ! » 22/09/11
« You are exposed to this brand through the following »
OPINION OF FRIENDS & FAMILY, WORD-OF-MOUTH, OPINION OF SURFERS (BLOGS, FORUMS), SOCIAL NETWORKS AND PRESS COVERAGE
ADVERTISING IN MEDIA (TV, INTERNET, RADIO, OUTDOOR, PRESS) MAILINGS, E-MAILINGS, PROMOTIONAL GIFTS, TRADE EXHIBITIONS, SPONSORED EVENTS
WEB SITES, POINT OF SALES.
P
O
E
P.O.E Integration
57. 10 lundis pour rattraper le train du digital
In advertising we trust.
58. 10 lundis pour rattraper le train du digital
Moment
of
purchase
...close to THE Decision Cycle Process
Initial Consideration Set
Trigger
Loyalty loop
Active evaluation
Information gathering, shopping
Postpurchase experience
Ongoing exposure
The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points.
Ultimately, the consumer selects a brand at the moment of purchase.
Consumers add or substract brands as they evaluate what they want.
After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey.
1
2
3
4
Cross selling via Owned
•Website
•Customer Care
•POS
Owned
•Website
•Customer Care
•POS Earned
Paid Past + actual campaigns Owned
•Website + Branches Earned
•WOM/Peers + Social Media
Product Owned
•Website + branches => customer care
Paid
•SEO+SEA+ campaign Owned
•Website + Branches Earned
•WOM / Peers + Social Media
71. 10 lundis pour rattraper le train du digital
P.O.E. sort the Digital Mediamix
PAID
OWNED
EARNED
P
O
E
Display
SEA
Affiliate
Video Ads
SEO
Email / list broking
Video Channels
Social Media
Location based
Brand Awareness
Brand Preference
Customer Acquisition
Customer Loyality
Brand Engagement
STRATEGY
Media mix priority
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72. 10 lundis pour rattraper le train du digital
EXPLODING DATA VOLUMES
73. 10 lundis pour rattraper le train du digital
Challenges Facing Digital Marketers Exploding data volumes
•Consumers leave behind a huge trail of data in digital channels
•Extremely difficult to get a handle on all that data
•Find the right data within exploding data volumes
•Can help in the right decisions making
74. 10 lundis pour rattraper le train du digital
Objectives & Related KPI’s
E-Acquisition / Promo
•Recruit : E-Prospects / e-Leads / (Loyal) e-Customer /
•People who: Buy / Ask for Appoinment / Ask Info / Look for Dealer
•Conversion Rate, Repeated Visits, C/Conversion, leads
Engagement
•Let’s live a full Digital (and more) experience
• Brand Ambassador, Advocacy, Story Tellers, Influencers
•Time spent, Dwell (Rate / Time), Virality, Repeated Visits
Brand/Communication Values Building
•Communicate in the most balanced & impressive way
•Customers, (Non) Users, Target Group
•Cov., OTS, Affinity, Context, Impact, Click, Interaction
BRAND EQUITY
76. 10 lundis pour rattraper le train du digital
E-metrics – linked to objectives
77. 10 lundis pour rattraper le train du digital
Ad Serving (Basic)
78. 10 lundis pour rattraper le train du digital
The last ad vs Reality
The “Last Ad” Standard
–Last Ad Clicked
–Last Ad Viewed
The Reality
Campaigns reach consumers multiple times, across multiple channels, over extended periods of time
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$
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$
$
Search
Google
Banner Yahoo
Rich Media & Sponsorship MSN
Banner CNet
Banner Sky Sports
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Remarketing
97% of new visitors do not convert after their first visits
80. 10 lundis pour rattraper le train du digital
The advertiser delivers the ad
The impression is auctionned
Buyers place a bid (CPM) according to the estimated value of each impression
<150 ms
ADVERTISING
1
3
5
The highest bid « wins » the impression
4
2
The Internet user visits a web page
Buy now !
0.52€
0.67€
0.75€
01.05€
cookie
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How does it work?
... inherited from search
81. 10 lundis pour rattraper le train du digital
Campaign delivery
When the concerned users go on our network, the customized ads are shown to the relevant users.
Products data collect (thanks to a cookie) We memorize the products of the users browsing / surfing on the the partners sites
Choice of the relevant strategy
1 Products consulted
2 Similar products to the products consulted or placed in the basket page of the site
3 Complementary products to the product purchased
Data collect
Strategy
Diffusion
Dynamic retargeting : concept
82. 10 lundis pour rattraper le train du digital
77%
95%
42%
16%
4%
57%
8%
1%
1%
Budget
Clicks
Leads
CPM (Context)
RTB
CPC Networks
Advanced Display: Efficiency
Source : Touring Assistance
83. 10 lundis pour rattraper le train du digital
Previous Ad
Next Ad
AdSmart
84. 10 lundis pour rattraper le train du digital
Previous Ad
Next Ad
AdSmart
85. 10 lundis pour rattraper le train du digital
Multiple the TV effect by data
87. 10 lundis pour rattraper le train du digital
TOTAL SOCIAL MESSAGES
TV REACH
x 100
REACH TV
=
88. 10 lundis pour rattraper le train du digital
The SRP in television buying
Buying optimization
Sponsoring evaluation
PAID OPTIMISATION
CONTENT OPTIMISATION
94. 10 lundis pour rattraper le train du digital
Plugins everywhere
Marketing operations
Marketing operations on Facebook
Main website
Mobile
95. 10 lundis pour rattraper le train du digital
Unique ID Forrest Gump
Tom Hanks
Programmatic marketing
Social Graph
(500 millions edges)
Open Graph
(40 millions objects)
Knowledge Graph (1 billion entities)
watched
Forrest Gump (on YouTube)
Cloud Atlas (on Flixster)
Clément
wants to watch
Unique ID Cloud Atlas
School friends
Coworkers
Jean
Forrest Gump (on Allociné)
(sponsored)
96. 10 lundis pour rattraper le train du digital
External Data
Programmatic marketing
Earned & Owned impact Effective & efficient Paid
Conversions
+
+
+
+
+
+
+
Data Management
Information Map
MFG Data Intelligence
Brand/products awareness
Engagement platform
97. rattraper le train du 10 lundis pour rattraper le train du digital
Main Challenge Manage an always Larger Palette
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“By 2017, the CMO will spend more on IT than
CTOs will. *Laura McLellan, Gartner
99. rattraper le train du 10 lundis pour rattraper le train du digital
A simple Rule ...
•Useful ?
•Usable ??
•Used ???
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100. rattraper le train du 10 lundis pour rattraper le train du digital
Conclusion - «3» rules
•3 minutes
–Reputation
•3 months
–Sales
•3 years
–Brand
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101. 10 lundis pour rattraper le train du digital
Wrap Up 3 Keys to Digital Marketing Success
•Manage complex customer relationships across a variety of channels – both digital and traditional.
•Respond to and initiate dynamic customer interactions.
•Extract value from data to make better decisions faster