Kurt Holstein is one of the most experienced and thoughtful digital marketing executives. He is painting a vivid picture at the INTEAD Global Marketing Workshop in New York of what effective personalized digital marketing looks like and shows great examples. He also gives a glimpse of the future capabilities and delivery channels of digital marketing.
A Critique of the Proposed National Education Policy Reform
The Future of Digital Marketing for Higher Education
1. The
Digital
&
Social
Marke2ng
Environment
or
How we lost the funnel!
June
20,
2014
Global Marketing Workshop for
Academic Leaders
June 18–20, 2014 • SUNY Global Center • New
York City
2. Introduc)on
• Kurt Holstein
President Azoic Ventures
– Cornell
’82
Opera2ons
Research
&
Industrial
Engineering
– Spent
16
years
at
P&G
in
Brand
Management
before
leaving
to
start
RoseOa
in
1998
– Grew
RoseOa
from
two
employees
to
one
of
the
top
5
digital
agencies
in
the
US
with
1,200+
Employees
– Sold
RoseOa
to
Publicis
in
July
2011
for
$575mm
– Re2red
for
3
months…was
bored
out
of
my
mind
– Started
Azoic
Ventures
in
Nov
2011
as
an
early
stage
venture
fund.
11
investments
to
date
– Also
the
Marke2ng
Services
Advisor
to
AEA
Investors,
one
of
the
oldest
PE
firms
in
NYC
with
$7.2B
under
management
3. What We’ll Cover Today
1) Discuss
how
digital
ini2ally
changed
marke2ng
2) Consumer
expecta2ons
in
a
digital
and
social
marke2ng
environment
3) How
mobile
and
tablet
devices
are
changing
the
user
experience
4) Where
we
are
headed
next
5. Wow..That’s
Really
Old
1979
-‐
Apple
II
Introduced
by
Steve
Job’s
&
Wosniack
1981
-‐
IBM
introduces
it’s
first
PC
1983
-‐
First
Compaq
“PORTABLE”
1982
Kurt
Starts
as
an
Assistant
Brand
manager
at
P&G
6. Marke)ng
33.3%
GP
33.3%
COGS
33.3%
%
of
Net
Income
Tradi)onal CPG Brand Economics
0%
20%
40%
60%
80%
100%
50%
10%
40%
Promo2on
Print/Radio
TV
Marke2ng
investments
and
programs
were
simple
and
narrowly
defined
%
of
Marke2ng
Spend
7. • Search
(SEO/SEM)
• Banner
Ads
• Email
lists
• e-‐Commerce
Sites
• Microsites
• Blogs
• IM
Bots
• Personalized
DM
• Desktop
Widgets
• Toolbars
• Template-‐driven
emails
• Online
Points
Prgms
Web 1.0
Advances in digital technology changed the way people interact with and experience a
brand (late 1990’s – early 2000’s)
Awareness
& Acquisi)on
Engagement
& Conversion
Consumer Rela)onship
& Loyalty Marke)ng
Digitally
Enabled
“Top Down”
Approach
Tradi2onal
Print,
TV,
PR
and
Radio
Ads
FSCIs,
Circulars,
POS,
Catalogs
and
Call
Centers
Direct
Mail,
email,
Frequent
Shopper
Cards
8. Digital Marke)ng Tac)cs Evolved Quickly through 2010
Very rapid evolution from static “One Size Fits All” to dynamic digital marketing tool
Search • SEM
keywords
• Keyword
Op2miza2on
• AOribu2on
Models
• Image
search
• Video
in
search
Web sites
• Sta2c
web
pages
• Forums
• News
groups
• html
• Dynamic
Web
pages
• Web
services
• Rich
Internet
Applica2ons
• Apps/Online
Tools
Email
• Image-‐based
sta2c
emails
• Template,
decision
rule
driven
dynamic
emails
• Image
rich/video
embedded
Ad Banners
• Flat
sta2c
banner
ads
• Rich
media
ads
• Real
Time
Bidding
Web 1.0 Web 2.0Tactics:
9. Community
Web
3.0:
Web
3.0
Social
Communi2es
are
the
New
Major
Marke2ng
Channel
10. (percentages may not total 100% because of rounding)
Decrease
Increase
Stay
the
same
Social
media
Mobile
Online
video
Game
marke2ng
Email
Sta2c
display
ads
Direct
mail
Radio
Outdoor
Magazines
Telemarke2ng
Yellow
pages
Newspapers
86%
11%
4%
84%
13%
3%
83%
15%
2%
83%
13%
4%
78%
19%
3%
73%
17%
11%
62%
23%
15%
21%
37%
42%
18%
41%
41%
16%
49%
35%
15%
59%
26%
11%
49%
40%
11%
37%
53%
8%
29%
64%
6%
33%
61%
Search
engine
marke2ng
Interac2ve
display
ads
Increasing
effec2veness
Declining
effec2veness
Tradi)onal
Interac)ve
Source:
Forrester
Research
US
Interac2ve
Marketer
Online
Survey
n=235
Marketers
Social Media and other interactive marketing channels are expected to show the greatest increase in
marketing effectiveness over the next 3 years.
Market Dynamic
12. • Is
your
program
personalized
for
your
audience
based
on
their
preferences?
Personalized
• Does
your
program
engage
and
add
value
to
your
audience?
Engaging
• Are
you
leveraging
digital
technologies
for
real-‐2me
communica2ons
and
connec2ons
with
your
brand?
Real
Time
• Do
you
allow
your
audience
to
par2cipate
in
and
contribute
to
marke2ng
ac2vi2es?
Par2cipatory
• Are
you
providing
value
and
u2lity
to
your
audience
beyond
your
product
aOributes?
Useful
5
Ways
To
Be
Compe22ve
within
Digital
Marke2ng
13. PERSONALIZED, REAL TIME, TECHNOLOGY ENABLED, HELPFUL
Domino’s
shows
you
the
real-‐2me
status
of
your
custom
built
pizza,
from
order
to
delivery
14. PERSONALIZED, REAL TIME, TECHNOLOGY ENABLED, HELPFUL
Domino’s
shows
you
the
real-‐2me
status
of
your
custom
built
pizza,
from
order
to
delivery
20. www.shaveeverywhere.com
became
the
#1
seller
in
Personal
Grooming
category
on
Amazon.com
for
the
first
two
months
aver
campaign
launch.
ENTERTAINING?
21. • Does
your
program
align
itself
with
a
philanthropic
purpose
and
invite
your
audience
to
give
back
to
a
larger
cause?
Socially
Conscious
• How
are
you
using
digital
technologies
to
help
service
your
audience
needs?
Helpful
• Does
your
program
allow
for
interac2ons
between
your
audience
and
their
community?
Social
Interac2ons
• How
does
your
marke2ng
program
influence
the
product
development
process?
Product
Development
• Your
audience
will
pay
for
good
content,
are
you
providing
it
to
them?
Content
5
Ways
To
Be
Compe22ve
in
Social
Marke2ng
22. Within 48 hours of the Haiti earthquake the app was built and available
REAL TIME
23. The
Obama
campaign
in
2008
generated
a
massive
stream
of
mo2va2ng,
engaging
content
that
they
successfully
distributed
across
email
and
social
media
plaxorms;
YouTube,
TwiOer
and
Facebook
and
their
own
websites
SOCIAL – CONTENT is KEY!
24. By
the
2012
campaign
in
2012
Obama
used
Facebook
as
it’s
primary
plaxorm
to
engage
volunteers
SOCIAL – CONTENT is KEY!
29. HOW
MOBILE
&
TABLETS
DEVICES
ARE
CHANGING
THE
USER
EXPERIENCE
30. The
Mobile
Explosion
Consumer mobile device penetration
increased 10x in the last two years
-- Manhattan Research
2013
The year when the number of Mobile internet users SURPASSED
the number of Desktop internet users.
--"Internet Trends," Morgan Stanley.
31. US
Smartphone
Adop2on
is
Entering
the
Late
Majority
Phase
source:
Horace
Dediu.
Asymco