This document discusses the evolution of marketing from traditional to digital channels. It provides examples of traditional marketing campaigns and how brands have adapted to new online and mobile channels. The key trends highlighted are the rise of mobile apps and location-based marketing, social media and search, and augmented reality. The document argues that future marketing will require an integrated, cross-channel approach combining traditional, online and mobile strategies to most effectively reach target audiences.

1. “The Era of Marketing 2.0”

2. A bit of… History

4. Presentation outline

5. Traditional marketing channels Radio Newspapers Magazines Television Outdoor Direct Mail

6. The fundamentals of marketing

7. Traditional marketing with a use case Campaign Name: The Marlboro Man Campaign Type: Traditional Multichannel Product Category: Tobacco industry Social Media Channels Used: TV, Posters, Branding, Radio Target Audience: Men entitled to smoke Appeal: Muscularity Date initiated: 1955 Date closed: 1999

9. Small market share

10. $5 billion in sales

11. 1957 20$ billion in sales

12. Marlboro transforms to the principle of muscularity

14. Presentation outline

15. About Online Marketing digital marketing, ORe-marketing, ORe-commerce, ORi-marketing, ORtechnology mediated marketing > TV owners

16. Easiness to create, manipulate and measure Step 1: 15 minutes on Blogger Builds you a blog FREE Step 2: Buy a wordpress SEO plugin and you can have something more unique $7.95/yr plus $3.95/mo for hosting Step 3: Some hours on the most popular Social media and you can have an established Corporate ID FREE Step 4: Create content and provide continuous feed. Then interact with your visitors Content providers charge Step 5: $100 On Google adwords and Social media ads and you have a promotion engine 100$ Step 6: Monitor and analyze your traffic and marketing campaigns and restate your tactics FREE

17. Easiness to create, manipulate and measure This cannibalization of traditional media will bring about a decline in overall advertising budgets, death to obsolete agencies, a publisher awakening, and a new identity for the marketing section. KarstenWeide, program director, Digital Media and Entertainment at IDC

18. Current online marketing channels INBOUND OUTBOUND Display Search engine PPC

20. Using online marketing Campaign Name: Tipp-Ex Youtube Takeover Campaign Campaign Type: Viral Product Category: Products and services Campaign URL: http://www.youtube.com/user/tippexperience Social Media Channels Used: Youtube Target Audience: Youtube users Appeal: God complex Date: September 2010

22. daily average increase of over 1,000%.

23. 12th most subscribed channel globally in its category with almost 37k subscribers

25. 95% of purchasing agents use the web to research products and services, (Source: B2B Magazine Survey).

26. 73% of C-Level executives depend on the Internet to learn about new products or services (Source: E-marketer).68.3% of Internet users utilize search engines during the consideration 42.6% use search engines to make their decision, (Source: Enquiro)

27. Presentation outline

28. What about mobile marketing?

29. What about mobile marketing?

30. Mobile marketing channels Local Search - Mobile except its use for global search it is the Νο.1 tool for local search - Microsoft has stated that over half (53%) of mobile searches on Bing have a local intent — an impressive statistic - Google’s 20% of the results are mapped

31. Mobile marketing channels Location Based & Social media services in a joint force

32. Mobile marketing channels Appvertising

34. $1 million revenues from sales

35. New expansion to the Android

37. Traditional VS. Online VS. Mobile

38. Comparative criteria Because more channels provide more options and wider population reach Because both methods are needed for a complete marketing plan Because 2morrow is great, but uncertain. Today is vital for a business Because the Game is played in segmentation and niche market targeting

39. Position in today’s market For 2009 ~ 85-86 % Trad. 13-14% Online 1< Mobile For 2010 ~ 81-84 % Trad. 15-19% Online 1% Mobile Mobile No.1: 54% of the population. ¼ mob.internet ExactTarget Stanley Morgan Emarketer Forrester Desktop internet 1.8 billion T.V. 1.8 billion. But T.V. channels are location-specific 65% are satisfied with mobile ROMI 40% satisfaction with T.V. ROMI Mobile campaign norms 4.5 to 5 times higher than online 7% of firms rely JUST to traditional 16% of firms rely JUST to digital Most traditional marketing channels are in descending path

40. Comparative criteria Because more channels provide more options and wider population reach Because both methods are needed for a complete marketing plan Because the Game is played in segmentation and niche market targeting Because 2morrow is great, but uncertain. Today is vital for a business

41. Inbound & Outbound capabilities

42. Comparative criteria Because more channels provide more options and wider population reach Because both methods are needed for a complete marketing plan Because the Game is played in segmentation and niche market targeting Because 2morrow is great, but uncertain. Today is vital for a business

43. Cost per lead Marketing channels & technologies HIGH LOW TV Cost per lead / Cost of applying changes Newspaper Direct mail Display marketing E-mail marketing Mobile apps Radio SEO Social media Blogging Viral online Location based Cost of applying changes LOW HIGH Mobile Online Traditional

44. Targeting capability Marketing channels & technologies Social media HIGH LOW Location based Targeting capability / amount of marketing channels Mobile apps E-mail marketing SEO Direct mail Blogging Viral online Display marketing Radio TV Newspaper Technological options LOW HIGH Mobile Online Traditional

45. Comparative criteria Because more channels provide more options and wider population reach Because the Game is played in segmentation and niche market targeting Because both methods are needed for a complete marketing plan Because 2morrow is great, but uncertain. Today is vital for a business

46. Performance measurement

47. Comparative criteria Because more channels provide more options and wider population reach Because the Game is played in segmentation and niche market targeting Because both methods are needed for a complete marketing plan Because 2morrow is great, but uncertain. Today is vital for a business

48. Use cases against Marketing earnings

49. comparative overview A. B. Changing the role of traditional media - Traditional media may not be converting customers but, stimulating internet search C. The purchasing funnel reinvented

50. Presentation outline

51. Envisioning future trends is a difficult task August 2010 December 2010

53. More than seven billion apps

54. Over 125 million iOS users (Mobile marketingwatch.com) Apps are already used for marketing either as standalone applications that companies create instead of a mobile site or in other cases as sponsored applications and are continuously gaining the consumers preference.

55. Trends 1. Game Based Marketing Fun is the future of business MMO’s playing “everyday games” has become an obsession that’s entered the popular culture Top 6 apps A digital virtual agent sold the club $ 635,000 in the largest transaction ever made in the online game.. Appdata.com

57. GeoAPI.com (Twitter) intentions in an open API

58. Facebook Connect is one-sided open in Facebook’s benefit Whrll SimpleGeo Facebook places Gowalla CitySearch Twitter Loopt

59. Trends 3.Social (Facebook) search Mark Zuckerberg in F8 declared an open API named the “Open Graph” so that all web sites in the world to be listed in facebook search What Google lacks is intimate knowledge of our interests and plans to proactively deliver information to us and this is precisely the advantage that Facebook has over Google. Teresa Sperti

60. Trends 4. Mobile tagging – QR Codes Bridging the gap between traditional and digital marketing channels

61. Trends 5. Augmented reality Books wont tell a story, they will show it. Preview online information for offline places and products “Expect Google to develop a product that maps physical products with their online information, making them yet the middleman for Internet advertising -- again," Juniper Research Jeremiah Owyang – Digital strategist

62. Smartphones changing mobile usage 1. New People and media relationship People have changed their habits and time spent on media

63. Reading the signs 1. New People and media relationship In New media there is great room for further exploitation

64. Reading the signs 2. Rising of social networks pushes changes Desktop internet is not enough for social networks. It’s just a good start

65. Reading the signs 2. Rising of social networks pushes changes Desktop internet is not enough for social networks. It’s just a good start

66. Reading the signs 3. Mobile industry is gaining importance 3G adoption is one of the key factors People just want to go social. Anytime, anywhere Smartphones will soon dominate the market During 2010 the penetration is approximately 20% and is estimated to reach 43 % in 2014. 20 % in 2009 42% in 2010 almost 1 billion users already subscribed to major social networks the Yield to Year is estimated at 32% increase in subscriptions and 50% in time spent

67. The marketing process that will prevail Are you thinking of what do these future trends have all in common? Interactivity Traditional marketing is continuously dropping …But still holds 80% of the budget Online marketing offers excellent channels and data analysis… …But many marketers do not possess the required skills for it. Mobile marketing is very creative and effective …But adaptation of technologies will make the difference Which will eventually prevail…

68. The proposed marketing process The cross channel process Integrating emerging channels with traditional channels through cross-channel marketing enables marketers to attain the "Holy Grail" of marketing: reaching the right person with the right offer through the right channel at the right time-reducing the cost and improving the effectiveness of marketing efforts.