The document provides an overview of the shifting landscape of digital marketing and new media, emphasizing the decline of traditional print media in favor of mobile and online platforms. It discusses the increasing importance of Web 2.0 and social media for brand management, highlighting the necessity for businesses to adapt to the changing digital environment. Additionally, it notes the growth of mobile usage in South Africa and the challenges faced by traditional media outlets in the era of new media.

1. Overview of the DIGITAL MIXDigital marketing master classwww.rickjoubert.com24 August 2009Johannesburg, RSA

2. Once upon a time, long, long ago …There was, in a land far away …24 August 2009New MediaA Handsome Print(s)

3. Now, enter another character …She’s new, she’s cool, she’s rocking the world…24 August 2009New MediaShe’s Princess Broadcast!

4. Now, meet the most memorable character of them all …24 August 2009New MediaHe’s ugly but he’s cute

5. He’s popular and one of us

6. He has weird ears andmagical powers … Super-quickHumungousRoughEver-evolvingKoolAnd his name is NEW MEDIA.

7. Oh wait, what would a fairytale be without a monster?24 August 2009New Media

8. US Q1 2009 print ad revenues DOWN 29.7% on same period year ago...Attributed mainly to radically changing media consumption habits and the move to new mediaThe notion that information on the web “wants to be free” is being challenged by publishers out of sheer desperationTraditional media under pressureMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.6

9. Amazon KINDLE: the iPhone of E-readers?May 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.7

10. The newspaper is dead. Long live the newspaper! Subscriptions are auto-delivered wirelessly to your Kindle, every morning. The New York Times

11. Los Angeles Times

12. Chicago Tribune

13. The Boston Globe

14. The Wall Street Journal

15. The Washington Post

16. USA Today

17. Financial TimesThe SEVEN mass media: COLD & HOThttp://smlxtralarge.com/publications/white-papers/Mobile as the 7th mass media (Alan Moore)

18. Copyright © Tomi T Ahonen 2007www.tomiahonen.com6th Mass Media: InternetFirst media that could do everything that the previous five media could doFirst interactive mediaSource: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006

19. Copyright © Tomi T Ahonen 2007www.tomiahonen.com7th Mass Media: MobileCan do everything the previous SIX media can doPersonal mass media, always-on media, always carried media, with built-in payment channel; as creative tool - is always present at point of creative impulse; most accurate audience infoSource: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006

20. Copyright © Tomi T Ahonen 2007www.tomiahonen.com7 Mass Media / Content FormatsSource: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006

21. South Africa – Mobile connections vs usersMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.13

22. Reported mobile operator statsYes, but includes duplication and machinesGoldstuck (June 2009) reporting 37M flesh and blood usersThat’s 77% population penetration!Over 50 million cellphone connections in South Africa?May 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.14

23. Africa - real time mobile engagement with US president....May 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.15

24. Sample of SMS to President Obama during his speech in Ghana..May 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.16

25. Continental picture...May 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.17

26. Continental picture.....May 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.18

27. Internet in Africa24 August 2009New Media

28. OPA / Nielsen Netratings (www.opa.org.za)May 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.20

29. Online media investment (OPA)May 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.21

30. 2008 rate-carded media spend: R200M (RJ)2008 CRM & DIRECT spend: R750M (RJ)10M unique mobile web users (RJ)- Only 30% have easy access to PC Web14M registered Mxit users globally (Mxit-June)- Unclear how many RSA registrations3.2M unique monthly vodafone live! Users (Vodacom)23M unique user across networks exposed to “Please Call Me” ad tags every month (Vodacom)Mobile landscape numbers - South AfricaMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.22

31. Mobile Marketing Association – Local CouncilMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.23www.mmaglobal.com

32. Web 2.024 August 2009New Media“Web 2.0 is a living term describing changing trends in the use of World Wide Web technology and web design that aims to enhance creativity, information sharing, collaboration and functionality of the web. Web 2.0 concepts have led to the development and evolution of web-based communities and hosted services, such as social-networking sites, video sharing sites, wikis, blogs, etc.” (http://en.wikipedia.org/wiki/Web_2.0)

33. Social MediaMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.25

34. The “active” new mediaMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.26

35. Universal McCann – “Power to the people” study (Wave 4)May 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.27

36. Social Media is for young people (not)Social MediaMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.28

37. My 64 year old father on Facebook!May 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.29

38. New media is not just something that you buy, it is also something that you doWeb site?

39. Mobile site?

40. SMS?

41. Search?

42. SEO?

43. Blogging strategy?

44. E-mail?

45. Social Media?The business of brand management has changed fundamentallyMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.30

46. Give the people control, and they will use it(JARVIS)Power to the peopleMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.31

47. Power to the peopleMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.32

48. A concept you cannot ignore in new mediaMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.33

49. Yourworst customer is your best friend(JARVIS)Do you trust your customers?May 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.34

50. DELL HELLMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.35

51. Dell has learned how to have a conversation May 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.36

52. Has Telkom developed a positive blogging strategy?May 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.37

53. Life is public, so is business(JARVIS)Reveal moreMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.38

54. Pushing the company agenda in my private timeMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.39

55. Twitter for businessMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.40

56. Micro blogging or streaming CRM?May 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.41

57. Micro blogging or streaming CRM?May 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.42

58. Soon Twitter will enable location awarenessMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.43

59. Web 2.0 conversations are open and multi-nodalRef.Facebook WallLinkedIn recommendationsMxit chat sessionTwitterWhat are implications for your brand?May 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.44

60. LinkedInMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.45

61. Building your brand May 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.46

62. If you’re not searchable, you won’t be found(JARVIS)Google is your friendMay 2009All Rights Reserved © 2009 Vodacom (Pty) Ltd.47