The document discusses new media marketing strategies and tools. It outlines various new media channels including display advertising, search, email, affiliates, social media, websites, mobile, and why new media is important. Marketers now have more ways to connect with audiences using these new media tools and need to understand how to effectively use channels like social media, email, video, blogs, search, and e-commerce to drive results.

1. New Media Marketing 101 Sarah Gallagher February 2009

2. What is New Media? Banner Advertising Search E-Mail Affiliates Mobile Social Media Website Technologies

3. Display & Gadgets Display = traditional banner ads Widgets and Gadgets = mini applications, like photo galleries, news feeds, videos… The North Face Let consumers put content where they want it Push content and info to widgets and gadgets Outperform traditional banners

4. Search Nike Own the experience Control Vendors Provide Options Home Depot Search “Sitemap” Paid vs. Natural Control Brand

5. Email Effective & Cost Efficient Personalize by Action Casual Male Reinforce Site Merchandising L.L.Bean Use functional emails for branding

6. Affiliates Advertisers Pay Publishers for Shoppers who buy Auto Parts Warehouse Average 30% growth month-over-month Ramp up time: Six months Affiliate Ecomm Site Affiliate Broker

7. Social Media Blogging Company Blogs Targeted Blog Outreach / WOM Microblogging / Twitter Home Depot Use as Customer Service Channel Social Networks Facebook/MySpace YouTube Videos Flickr Photos Jeep Use Facebook to Share Content with Enthusiasts Communities

8. Website Technologies Social Bookmarking and Sharing Forward to a Friend Share on Facebook/Digg/BuzzUp Ratings and Reviews Integrated Forums RSS Feeds Personalization Dynamic Search Syndicated Content SEO (Search Engine Optimization)

9. Mobile Text Messaging Campaigns Incoming: Sign up for contest Answer polls Sign up for sale alerts Outgoing: Send promo alerts Send news

10. Why is New Media Important? Total Traffic is Increasing

11. Why is New Media Important? Media Spending Out of Synch

12. Why is New Media Important? Consumers Constantly Changing *Source: Alexa.com December 2008

13. Why is New Media Important? Online Sales Growth Source: North American Technographics® Benchmark Survey, 2007 2006 2007 2008 2009 2010 2011 Online % of total category sales in 2011 Total US online sales (US$ billions) $132.1 $157.4 $184.4 $212.6 $241.6 $271.6 9% Apparel, accessories, and footwear $13.8 $16.4 $19.3 $22.2 $25.2 $28.2 12% Home furnishings $10.2 $12.5 $15.0 $17.7 $20.3 $23.0 14% Appliances and tools $5.9 $7.0 $8.3 $9.6 $11.0 $12.5 7% Autos and auto parts $15.9 $19.0 $22.2 $25.5 $28.6 $31.4 30% Baby products $1.6 $1.9 $2.3 $2.6 $2.8 $3.1 30% Books $5.3 $5.9 $6.4 $6.8 $7.1 $7.5 22% Computer hardware and software $16.8 $19.0 $21.2 $23.2 $25.5 $27.8 53% Computer peripherals $1.4 $1.5 $1.6 $1.7 $1.8 $1.8 18% Consumer electronics $9.8 $11.9 $14.4 $17.1 $20.1 $23.4 24%

14. What is the New Media Marketing Toolkit? Marketers have an increasing number of ways to connect with audiences and need to understand how to use these tools to effectively drive results.

15. Example: Nike.com Social Email Video Brand Site Technology Blog Outreach E-commerce Search