The document discusses how digital marketing is changing as consumers increasingly use online and mobile platforms. It notes that mass marketing is no longer effective and companies must use targeted digital ads. Social media allows companies to build brand awareness and engage customers online. New technologies like smartphones and tablets are driving more internet usage on mobile devices. The key is for companies to measure their digital marketing efforts using analytics to see what strategies are most effective.

1. Prepared by Simon Miskimmin Prepared for Government Advertising Unit

2. The Future Of Digital

3. How do consumers reach local businesses today?

4. Your Customers are Becoming Digitized and the pace is increasing!

6. Online Marketing Spending

7. The Opportunity is Online!

8. The World is Digitizing

9. Preferred Communication Changing are you ready to change ?

10. History Repeats Itself “ Half the money I spend on advertising is wasted; the trouble is I don't know which half.” - John Wanamaker US department store merchant (1838 - 1922)

11. The Death Of Mass Marketing Mass Market is no longer effective. Users can be targeted specifically through Facebook with highly specific targeted ad which use up to 10 user characteristics to see who is shown the ad. Marketing experts have hailed Facebook’s sponsored links as a “dream marketing tool” Location based services will make targeting customers who are near shops very easy, in this regard we will see a massive increase in the use of text marketing.

12. The Decline Of Traditional Media? The most expensive advertising slot in the world is the Super Bowl. In 2011, Pepsi pulled out of Super Bowl advertising for the first time in 23 years, joining the likes of Fed Ex and GM who pulled out in 2010. A 30 second slot at the 2011 Super Bowl cost $2.5 million – compared to $3 million in 2010.

13. Growth & Goals Of Social Media Social Media is no longer for the sake of it, businesses can really benefit from using it to - Provide customer service. Build a community. Build brand awareness. Manage brand perception. Generate leads.

14. How Long Would It Take You To Reach 50 Million Users? Radio - 38 years Television - 13 Years Internet - 4 Years iPod - 3 Years Facebook - 100 Million Users In 9 Months

15. Facebook Changes New layout and feel for both personal and business pages. Aimed at giving more relevancy to the user. Facebook Email soon to be rolled out

16. Starting Revolutions Social Media was at the heart of the revolution in Egypt. Traditional media is state owned so no freedom of speech was allowed. Protestors turned to social media and arrange meetings and express their views freely. When the protests began, the Government blocked all access to Twitter, Facebook, G Mail and Google talk – and indication of how powerful these tools were.

17. iPad And Tablets The iPad 2 will be released the UK this Friday. It will once again try to revolutionise how users The iPad thriving in a highly competitive market with the Samsung Galaxy Tab and Blackberry Playbook (Launching soon). Users currently can subscribe to 3G data plans, but mobile will really take off when 4G is launched in 2012.

18. Universal Apps Blackberry and Android are working together on producing Universal Apps, Apple was asked to participate, but declined the offer. Blackberry are working on a Blackberry Messenger App which can be used on Android phones. Expanding the hugely populare BBM to not only Blackberry users. Microsoft recently paid Nokia $1 Billion dollars to use Windows Phone 7. Research in motion (RIM) Blackberry, are spearheading a project which will culminate universal phone charger.

19. Groupon / Foursquare 16,844 people “Like” the Belfast Groupon fan page and has 622 Twitter followers, creating a massive daily audience for their special offers. Foursquare is still struggling to establish itself in Northern Ireland, Belfast International Airport is one of the most popular NI locations on Foursquare with 589 people checked in already (1195 total check ins).

20. Crowdsourcing Sites Crowdsourcing is tipped to become one of the biggest things to watch in coming years. Crowdsourcing allows a user to submit a request, say for a logo design or even a car part. The whole community can then submit their entry or quote their price, then the user chooses who they want to use i.e best design or cheapest part etc. A very well known Crowdsourcing website has been established for many years – Istock Photography.

21. Twitter And YouTube Twitter is quickly becoming one of the most popular social media channels. In June 2008 there was 2 million Twitter users. Now – Nearly 200 Million. Twitter is used by nearly every celebrity, sports people, major brands, journalists and even The Queen. Charlie Sheen recently made the Guinness Book of Records by becoming the fastest person ever to reach 1 million followers. YouTube’s popularity is apparent by the number of videos which goes viral everyday, whole television shows have been made simply showing YouTube clips.

22. Newsworthy? Many of the world’s top reporters use Twitter to break news before it is shown on Television. The 140 character limit is perfect as many users don’t want to read a long winded story on every topic. Google actually ranks top rated Tweets very highly, often appearing on the first page of search results for searches involving news. We no longer have to go find the news, it finds us!

23. Google Changes 2009 – Google goes real time. 2010 – Google penalises bad publicity and bad reviews with lower rankings. 2010 – Emphasis on local search i.e Google Places 2011 – Google penalises duplicate content. Future – Google will continue to reward original written quality content.

24. Social Commerce Social Commerce is simply ecommerce using Social Media. It is now available on Facebook with many small retailers taking advantage of this very user friendly platform, with potentially a global audience. Examples – Dell used Twitter to feed details of special offers. Starbucks used Foursqaure to increase foot fall by offering check in deals.

25. Google Circles Google are turning their Midas touch to a social network within the next few weeks. Google Circles will allow users to share status updates, links, videos and other media. The USP is that you can share this information with only people in certain circles, i.e family/ colleague/ close friends. This makes Google Circles more private than other social networking sites such as Facebook and Twitter where you share with your entire network.

26. Mobile Mobile will be massive in the next few years. By 2013 Mobile Phones will take over PCs as the most used device to access the internet. Tablet computers such as the iPad are beginning to revolutionise how people access their emails, create documents and surf the web.

27. Mobile Mobile devices such as the iPad cannot support flash, this leaves huge gaps in many websites. Location based services will help 4G is a very exciting prospect and will be a massive milestone for technology. Experts say, 4G has the potential to give 100MBPS twice as fast as the quickest fibre optic broadband available in the UK.

28. Don’t Market If You Can’t Measure I cannot stress enough how important Google Analytics is, or any form of analytics software to measure the performance of your website. Marketing which is not measured is wasted marketing as you don’t know how successful it has been and if it is viable for you to rerun that campaign. Unique telephone numbers and promotional codes are the easiest way of finding out what works best for you.

29. What We Have Learnt Today... Northern Ireland local sites for display advertising. Video Opportunities. Social Media. Search. Mobile. The future – Users will decide.

30. A healthy digital marketing mix!

31. Thank you for taking the time to sit through our presentation! Presented by: Simon Miskimmin Certified WSI Digital Consultant [email_address] www.wsidigitalweb.com