The document discusses the evolution and impact of the internet on communication and marketing, highlighting significant historical milestones and the exponential growth of online content. It stresses the importance of adapting to new marketing strategies, particularly through internet marketing, social media, and mobile platforms, which are reshaping consumer behavior and business opportunities. Ultimately, the document serves to guide future investment and strategic direction in the digital marketing landscape.

1. Internet:
Revolucija komunikacije i
marketinga
escape d.o.o.
miroslav@escapestudio.net

2. Zašto sam ovdje?
1. Da predstavim svoju sliku interneta
2. Da objasnim gdje i koliko se danas ulaže
3. Da Vam pokažem put u kojem smjeru se
razvijati
4. Da Vam pokažem gdje se nalaze poslovi
budućnosti
5. Jer je Dario uspio organizirati moje
predavanje

3. .Početak
First Arpanet connection:
29. October 1969 between Charley
Kline at UCLA and Bill Duvall at
Stanford.
http://www.guardian.co.uk/technology/interactive/2009/oct/23/internet-arpanet
@mvarga

4. .prve domene/web-sjedišta: 15.03.1985.
Danas se
mjesečno
dodaje oko 2
mil. novih!
@mvarga

5. .domene su
vrijednost
Domenm do
posla:
Branimir Bračun
Marija Pranjić

6. .internet je promijenio naš život
“...The amount of information on the web is really exploding. They say that from the
beginning of human history all the way up thru 2003 you took all the information that
has ever been recorded, you take all the books that have been written, all the films
that’s been produced, that’s about 40 egzabytes of information that was produced in
all human history up to 2003. This year (2011) the World is producing about 800
egzabytes of information... and all that lines up on the web...”,
DENIS WOODSIDE, SOURCE: http://www.youtube.com/watch?v=pK02FzSKotc
@mvarga

7. .internet utječe na maloprodaju
....Over $155 billion worth of consumer goods was
purchased online in the U.S. in 2009, yet a far
larger portion of offline sales were influenced by
online research, according to a March report from
Forrester Research. Forrester estimates that $917
billion worth of retail sales last year were “web-
influenced,” with online and web-influenced offline
sales combined accounting for 42% of total retail
sales. That percentage will grow to 53% by 2014,
when the web will influence $1.4 trillion worth of
in-store sales.....
Source: http://selnd.com/dk0CTb
@mvarga

8. .na internetu je Internet marketinga
Internet marketing je dio tkz. NEW MARKETING!
“..I define Old Marketing as the act of interrupting masses of people with ads about
average products.
New Marketing leverages scarce attention and creates interactions among communities
with similar interests…” Seth Godin, Meatball Sundae
“…In normal marketing, we do research and bidding and guessing and demographic /
psychographic / behavior targeting and so much more just to guess when to interrupt
people with a message about our brand.
Utility marketing is about delivering such incredible value that you simply become
part of your audience's life!
Mobile platforms present an opportunity to achieve every marketer's dream: right
message at the right time to the right person at the right place.
But they do demand that we forget traditional unimaginative ways of creating
experiences and delivering value like relying on shouting/guessing. The opportunity
has not exploded yet, but we are approaching that moment…”
Avinash Kaushik, http://www.kaushik.net/avinash/mobile-marketing-customer-data-acquisition-behavior-targeting/
@mvarga

9. .internet marketing ulaganja
Google ~ 40mlrdU$, Facebook ~ 4mlrdU$
http://www.businessinsider.com/like-hell-facebook-is-killing-google-2011-12?nr_email_referer=1&utm_source=Triggermail&utm_medium=email&utm_term=SAI%20Select&utm_campaign=SAI%20Select%20Mondays%202012-01-03
@mvarga

10. 1. SEARCH

11. .search
sem = seo + sea (ppc)
SEA (PPC)
SEO

12. .ppc or Google AdWords
Ian Ayres:
“…Even small statistical datasets
are more accurate than human prediction…”
PPC
SEO Using AdWords to
find a job:
Alec Brownstein

13. .traženje posla
Iskoristili smo sličan model i zakupili smo imena i prezimena nekoliko
desetaka direktora onih tvrtki za koje smo procijenili da bi mogli svoje
proizvode plasirati putem web-shopa:
Pozdrav Emil Tedeschi
Imam prijedlog povećanja prodaje
Atlantic-grupe pomoću interneta!
Escapestudio.net/Miroslav
Uložili smo u kampanju oko 40,00kn i uspjeli smo doći do
razgovora s nekim ključnim osobama u tvrtkama gdje prije
nismo mogli preskočiti niti portira. Probajte i sami 

14. .slanje poruke
BP je potrošio oko 40 milijuna dolara u AdWords kampanju kako bi ublažio
loše posljedice na imidž tvrtke nakon izazvane ekološki katastrofu.
Naš klijent se naljutio što konkurencija oglašava njegov brend i pokrenuo je
ovakvu kampanju:
Može i opcija čestitanja ‘zakupom’ imena i prezimena osobe uz prikazivanje
oglasa:
Hej, Miroslav Varga (Ovo je bio vrlo popularan način
Sretan rođendan i puno sreće čestitanja rođendana prije masovnog
želi ti Od sveg srca tvoja Tanja! korištenja Facebooka i Twittera)
Escapestudio.net/Miroslav

15. .zgodan primjer

16. 2. DISPLAY

17. .display/banner/contextual/RMA
@mvarga

18. .display
Samo ako je
sadržaj/kontekst
web stranice
odgovarajući
zakupljenim
ključnim riječima
oglas se prikazuje

19. .RMA – Rich media ads:
Rich media YoY (2011) +66%.
Predviđanja: 50% bannera će
biti RMA u 2015.
Rich media ad IKEA
http://www.youtube.com/watch?v=XwPHlp8OK70&list=PLA570C901AB66E15F&context=C379777eADOEgsToPDskLAk-ewp_4vHKyqPtydISA7
@mvarga

20. .segmentacija & remarketing +300% prihod
http://www.youtube.com/watch?feature=player_detailpage&v=DpWzcjcBNtQ#t=188s
@mvarga

21. 3. MOBILE

22. .započelo 1973.
@mvarga

23. .mobilni internet
http://www.google.com/events/thinkmobile2011/livestream.html

24. .SOLOMO: social – locale- mobile
@mvarga

25. .# korisnika
@mvarga

26. .# uređaja
http://www.businessinsider.com/the-future-of-mobile-deck-2012-3
@mvarga

27. .mobilni Internet – uvijek blizu korisnika
@mvarga

28. .this is not (y)our future
http://www.youtube.com/watch?v=nJVoYsBym88&feature=share&list=P
http://youtu.be/iuvyN4iZiP8

29. .što se događa u Svijetu?
The mobile web is growing 8x faster than the equivalent desktop web
from 10 years ago.
http://searchengineland.com/schmidt-great-stage-search-is-autonomous-personal-50014
@mvarga

30. 4. SOCIAL

31. .social
Social media interactions grow almost quadratic. In the real
life some interactions are not being used.
The number of connections is according to Metcalfe’s law:
n (n-1)
Connections =
2
The number of interactions is twice the number of
connections because 1 connection can support 2 interactions
A => B and B => A.
If the number of connections (n) is very big the number of
interactions is almost n 2
29 October 1969...at 10.30pm...a computer was
Two phones have one connection bur two interaction.
connected...to a second computer.... Twelve years 5 phones have 10 connections and 20 interactions.
later...there were still only 213 computers on the 12 phones have 66 connections and 132 interactions.
network.
‘...on New Year's Day 1994...there were an estimated 623 websites. In total. On the whole internet....’
http://www.guardian.co.uk/technology/2009/oct/23/internet-40-history-arpanet
@mvarga

32. .facebook
http://youtu.be/YmwwrGV_aiE
Do posla Facebookom i linkedinom:
http://www.youtube.com/watch?v=ZVP7XFPC80Y&feature=share&list=PLA570C901AB66E15F
@mvarga

33. .twitter
@mvarga

34. .6 najvećih društvenih mreža
www.businessinsider.com/chart-of-the-day-the-rise-of-pinterest-2012-2
@mvarga

35. .loši komentari pospješuju prodaju!
http://www.socialmediaexaminer.com/10-ways-to-deal-with-upset-customers-using-social-media/
http://www.retailgazette.co.uk/articles/04144-bad-online-reviews-actually-help-retailers
@mvarga

36. . starci stižu
% of population on social network
2005 2008 2009 2010
90
80
70
60
50
40
30
20
10
0
18-29 30-49 50-64 65+
Age @mvarga

37. .društvene mreže služe za:
IZVOR: What Do People Ask Their Social Networks, and Why?
A Survey Study of Status Message Q&A Behavior,
Meredith Ringel Morris, Jaime Teevan, Microsoft Research Redmond, WA, USA;
Katrina Panovich Massachusetts Institute of Technology Cambridge, MA, USA , December 2010
@mvarga

38. .nova zanimanja – community managers
.....The problem is when you are not a big company. If you have less than 30-50,000
fans, your social activity is not big enough to justify a full-time position. While you still
need to post something every day, the number of questions and responses you get is
not likely to take up 8 hours of your time....
IZVOR: http://www.baekdal.com/insights/can-you-really-outsource-social-media
@mvarga

39. 5. VIDEO

40. .video
1. Druga najveća tražilica na svijetu
2. YouTube postoji od veljače 2005.
Najveća je video mreža na svijetu.
3. Druga najveća video mreža je
m.youtube.com.
4. Svake sekunde se spremi 72 sata
video materijala na YouTube
5. Besplatan servis na kojem se
pogleda 4 mlrd filmova svaki dan
SOURCE: Googleblog
Don't get mad, get YouTube
@mvarga

41. .importance of smm?
Example 1:
Rolling Rock - 15 % increase sales
(look all the other media used also!!!):
http://www.youtube.com/watch?v=L26ojvPFPKY&feature=player_embedded
commercial: http://www.youtube.com/watch?v=s_5w0NvWdZE&feature=related
Example 2:
We have a company-policy and don’t care about SMM:
http://www.youtube.com/watch?v=5YGc4zOqozo
How much did it cost? Youtubom do posla
Answer: http://www.poslovni.hr/133615.aspx Miguel Durão
Example 3:
We have learned from United Airlines:
http://www.youtube.com/watch?v=PKUDTPbDhnA&feature=share&list=PLA570C901AB66E15F
http://www.youtube.com/watch?v=4ESU_PcqI38&feature=share&list=PLA570C901AB66E15F
Example 4:
Best ad targeting :
http://www.jutarnji.hr/srbija--samoubojice-i-inovativni-oglasi-na-rijeci/894302/
@mvarga

42. .trendovi
http://www.forbes.com/sites/roberthof/2011/08/26/online-ad-spend-to-overtake-tv/
Online Ad Spend to Overtake TV by 2016
Mobile ads will overtake social ads and email
marketing already this year (2011)
Social media will grow relatively slowly
…By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television
today. Search marketing, display advertising, mobile marketing, email marketing, and social media
will grow to 26% of all advertising spend as they are embedded in the marketing mix...
http://www.forrester.com/rb/Research/us_interactive_marketing_forecast%2C_2011_to_2016/q/id/59379/t/2
42
@mvarga

43. Hvala
Kontakt podaci: miroslav.escape@gmail.com
Čitajte blog: http://www.escapestudio.hr
Naći ćete me brzo
www.facebook.com/miroslawarga
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