Digital strategies in the networked society

Marketing coaching to build stronger digital teams - post questions at DigitalTrainingAcademy.com/web2© 2000-2008 Digital Strategy Consulting & Partners. All rights reserved.Falling in Love 2.0

© 2007 Digital Strategy Consulting & Partners. All rights reserved.

Danny Meadows-Klue: Danny@DigitalStrategyConsulting.comwww.DigitalStrategyConsulting.com/downloads www.DigitalTrainingAcademy.com/web2

Falling in Love 2.0Digital marketing strategies for the networked society The rules of the marketing game have changed. The command and control television era where big brands delivered heavyweight messaging every night to the nation, has finally melted away. In its place a radically new structure has emerged that will dominate the next twenty years of marketing. Cultural evolution, catalysed by technology and typified by the web, has empowered media-savvy consumers with the tools to filter and select in a way never before possible. Customer expectations are huge and brands are failing. Trust has switched from institutions to friends, and the barriers to the flow of information have melted. The smallest of customers can have the loudest of voices. Society will never go back.



Marketing strategies for the Digital

Networked Society Falling in Love 2.0


Marketing coaching to build stronger digital teams - post questions at DigitalTrainingAcademy.com/web2© 2000-2008 Digital Strategy Consulting & Partners. All rights reserved.

Marketing strategies for the Marketing strategies for the Digital Networked SocietyDigital Networked Society

How to get in touch…

Mail me more of your questions

Danny Meadows-KlueCEO, Digital Training AcademyCEO, Digital Strategy Consulting

Previously…Co-founder IAB: UK, Europe, many

moreVice-president: NBC’s European

web servicesPublisher: UK’s first online

newspaperHelped coach or train 7000

companies

Trainer | Commentator | Strategist | Coach

[email protected]+44 (0) 20 7244 9661

About these notes

These notes are the handout materials to accompany the lecture series about marketing in the Digital Networked Society, reaching the FaceBook generation the way they want. The talk is accompanied by:- An academic paper in the Journal of Data, Direct and Digital Marketing- An online discussion at DigitaTrainingAcademy.com/web2- And a booklet available at our conference events

The argument is that the principles of marketing are changing fast and that the new digital toolkits have created a set of economics of individuality that were not possible before.

As society has changed, consumers looked for individuality and the web has unlocked a massive shift in consumer attitudes and behaviours, releasing pent-up demand for change in the relationships between firms and their customers.

The scale of change is compared to the arrival of television, and parallels drawn in the challenges of a new media appearing in the marketing industry.

A series of themes for successful marketing to the FaceBook generation are highlighted. They include the migration from interruptive to engagement marketing, the role of social media to facilitate conversations about a brand, the timeshifting and personal scheduling of media and the potential for customers to become content creators.


What to do after these notes?What to do after these notes?Explore digital marketing in 4 ways…Course handouts and accompanying study materials:

1. Discussion / commentYou can post your questions in the online classroomwww.DigitalTrainingAcademy.com/web2

2. Reports on ‘Blended’ marketing and ‘Digital Media Planning’Download these reports that accompany the talkwww.DigitalStrategyConsulting.com/insight

3. Enjoy our fortnightly digital marketing news service for freeEmail for your guest [email protected]

4. Try our marketing management and strategy [email protected]

1 Digital Marketing Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.


SummarySummaryTen themes for marketing in Ten themes for marketing in the digital networked societythe digital networked society

1. Create participatory marketing…nurture communities and

the pass-on effect

2. Create communication people actually want

… replace interruption with engagement

3. Celebrate individuality…get the technologies

working for you

4. Champion brand truths…be truthful and passionate

5. Timing: deliver on their terms…personal media scheduling

6. Blending media together …a new era for integrated

marketing communications

7. Dialogue not monologue… build meaningful consumer

relationships that evolve over time

8. Develop new models…harnessing blended media

that connect with the digitally networked consumer

9. Build platforms…be truthful and passionate

10. Harness the permanence of the web…replacing the transient

campaign based thinking of classic channels


The journey of The journey of mediamediaThe old ‘new’ media


Every channel has its timeEvery channel has its time


1994 Marketing enters a new era1994 Marketing enters a new era

HotWired and AT&T: 468 x 60 banner October 25 1994.



Long journeyLong journeyIn a short time In a short time November November ‘‘9494

From the quietest of startsUnclear content modelUnclear marketing role

Cloudy future Marginalised

Geeky ;-)


Your journey?Your journey?And to help you after todayAnd to help you after today……

• An online classroom

• 2 research reports

• Question sheets for individual comments

• Further digital marketing coaching training


Customers are changingMarketing is changing

The advertisers’ worlds are changing

Some firms change fast, others change slowly

Industrial revolutions expose weaknesses


ItIt’’s also all about Trusts also all about TrustUnderstanding why marketers are turning to viral and buzz marketing techniques



Trust: Cultural shift in society

Individuals, Friends, People like me

Brands, Celebrities, Institutions, Government

Tip for your marketing toolboxRethink your market for trust builders Track the influencers among your target groups


Who is a person like me?

• People indicated greater trust in information about a company delivered by a person who shares their interests and values, but not necessarily their gender or ethnicity.

“There was a time when we defined “people like me”in a general sense, and, quite often, they were our

neighbours and people in our social circle, but now they’re people who, first and foremost, share our interests. Without exception, that holds true in all

the countries we surveyed. With the rise of social media—blogs and Web sites

devoted to every topic imaginable—we can find people in all parts of the world with kindred interests,

even in the most specialised fields.

So instead of putting our trust in a few people we know well, we tend to have webs of acquaintances.”

Pam Talbot, President/CEO Edelman USA

Source: Edelman Trust Barometer 2007


Source: Edelman Trust Barometer 2007 Marketing coaching to build stronger digital teams - post questions at DigitalTrainingAcademy.com/web2© 2000-2008 Digital Strategy Consulting & Partners. All rights reserved.

Paradigm shifts Paradigm shifts demand new modelsdemand new modelsEngagement replaces interruption



If your approach to marketing does not adapt, it will weaken to the point of failure.

Understand the new rules and engage on their terms.


Building stronger digital teams

Themes for successMarketing in the digital networked societyDigital Training Academy


Ten themes for marketing in Ten themes for marketing in the digital networked societythe digital networked society


the pass-on effect




working for you














Championing the brand’s truths Marketing in the digital networked societyDigital Training Academy



Case study Case study Dove Campaign for real beauty Dove Campaign for real beauty

Champion brand truthsChampion brand truths


Dove: Campaign for real beautyDove: Campaign for real beauty

Since 2000, the Dove brand has been an online pioneer. Their work with the IAB and MSN in North America created landmark research in optimising the media budgets in a campaign between the web and TV. In 2007 their integrated marketing work in the "Campaign for real beauty" saw the brand repositioned as it triggered a massive wave of discussion and debate about what beauty is all about. Dove's ownership of the space, and the extensive reach of their viral messaging, is a great model for other brands to consider. This video clip was at the heart of the effort and it is an excellent example of how the web could be used by a consumer brand to build community, debate and discussion. It’s also creating challenges for regulators who are considering how online advertising works.http://www.youtube.com/v/iYhCn0jf46U


Dove: Marketing modelsDove: Marketing models• The brand explores a core truth of its consumers

• The brand sparks conversation

• The brand follows through by architecting a platform for engagement, funding women’s groups, backing up the promise of its ‘big idea’

• Consumer discussion drives a change in brand perception

Brand awareness grows, brand image changes significantly, brand messaging achieves cut-through, brand adorers grow, purchase intent follows



Timing: an on-demand cultureMarketing in the digital networked societyDigital Training Academy



Case studies Case studies BBC.co.ukBBC.co.uk

Personal media schedulingPersonal media scheduling



Watching the 6am news; now.Watching the 6am news; now.


OnOn--demand: Marketing modelsdemand: Marketing models• Brands need to let consumers connect at the time they

choose

• Brands need to acknowledge consumers are in control of their media schedules

• Marketers need to be highly sensitive to how communication is filtered out

• Communication which consumers actually want will find its audiences



This decade is the This decade is the transitiontransitionWe are the transition generation of marketers


Channel switching Channel switching


Your audiencesYour audiences’’ ((un)dividedun)divided attention?attention?

•7%

•28%

•3%

•9%

•12%

•15%

•10%

•4%

•6%

•18%

•4%

•11%

•14%

•25%

•19%

•6%

•6%

•8%

•5%

•10%

•11%

•20%

•15%

•6%

•3%

•3%

•4%

•9%

•9%

•8%

•8%

•6%

•10%

•4%

•6%

•11%

•10%

•8%

•10%

•6%

•68%

•37%

•77%

•48%

•43%

•23%

•35%

•70%

Watch TV and listen to the radio at the same time

Surf the Internet while watching TV

Listen to the radio over the internet while watching TV

Listen to the radio over the internet while surfing theInternet

Listen to the radio while surfing the Internet

Read newspapers / magazines while watching TV

Read newspapers / magazines while listening to theradio

Read newspapers / magazines while listening to theradio over the Internet

•At least once a day •Once a day to several times a week•Once a week •Once a month•Less than once a month •Never

•How often do you…





Case studies of co-authorship and platformMarketing in the digital networked societyDigital Training Academy


Case studiesCase studiesSTA Travel STA Travel

Participatory marketing, engagement, anParticipatory marketing, engagement, anservices customers loveservices customers love


Participatory marketingParticipatory marketing


Steps to create your journalSteps to create your journal



Photos, maps, memoriesPhotos, maps, memories



STA: Marketing modelsSTA: Marketing models

• The brand architects the framework

• Consumers create content and discussion

• Consumers drive traffic through peer groups

• The brand creates a media property

Brand awareness grows, brand image rises, long term loyalty rises, purchase intent follows


Case studies Case studies You Tube You Tube

Creativity of a thousand filmmakersCreativity of a thousand filmmakers



YouTubeYouTubePotterPotter--mania on You Tubemania on You Tube


Harry Potter: The marketing modelHarry Potter: The marketing model• The brand stimulates creativity

• Consumers create content

• Consumers drive awareness through peer groups

• The marketing gains its own life

Brand awareness grows, brand engagement grows, brand adorers grow, discussion and buzz grows



Case studies of generating discussionMarketing in the digital networked societyDigital Training Academy


Case studies Case studies Dove: ReDove: Re--engaging and repositioningengaging and repositioning



PositioningPositioning


Dove: marketing challengeDove: marketing challenge• Continuing the repositioning of the brand

• Building brand values

• Achieving cut-through in a cluttered media landscape

• Gaining implied endorsement and referral from a peer group

• Sparking conversation and creating social capital

• Building collateral that can be used as a base for future campaigns


Dove Onslaught Dove Onslaught http://http://youtube.com/watch?vyoutube.com/watch?v=JaH4y6ZjSfE=JaH4y6ZjSfE


Dove: The marketing modelDove: The marketing model• Creating powerful content

• Releasing it to open platforms: YouTube

• Paid-for placement in key media

• Encouraging the word of mouth effect

• Tracking play rates

• Tracking for qualitative feedback



ConclusionsConclusionsThe Dove campaign proves the power of viral

• Viral can deliver exceptional impact on brand image

• Viral can deliver complex brand values

• Viral can achieve cut-through

• Viral can deliver audience reach

• Viral can extend the period a campaign is in market

• Viral can self-select its audience to match a specific target group

• Viral can be measured and the half-life of a campaign tracked and anticipated


Case studyCase studySun MicrosystemsSun MicrosystemsCorporations with a voiceCorporations with a voice


Sun's President and COO Jonathan Schwartz blogs

http://blogs.sun.com/jonathan

Corporations with a voiceCorporations with a voice


““Our reputation for open source leadershipOur reputation for open source leadership””-- An April Fools joke from SunAn April Fools joke from Sun



Sun: The marketing modelSun: The marketing model• Creating powerful content their audience become loyal to

• Architecting the environment for discussion

• Delivering thought-leadership and a framework for the debate


• Tracking traffic and awareness

• Building stakeholder engagement



Case studies of championing personalityMarketing in the digital networked societyDigital Training Academy


Case study Case study Will it blend? Will it blend?

Champion personalityChampion personality


Will it blend?Will it blend?

How do you make kitchen electricals sexy? Take some heavyweight appliances, a heap of schoolboy mischief, a chef in a white coat, a sprinkle of viral marketing and a splash of social media; then pour the contents into a blender and watch the ingredients bond together to create the perfect recipe for viral marketing. WillItBlend has become legendary in less than six months. It’s made Tom a superstar, transformed a parochial firm into a global brand and boosted sales of $800 smoothie makers. Few firms have the nerve, vision, guts or raw creativity to try this; but when you get the formula right, the results taste awesome.http://www.youtube.com/v/qg1ckCkm8YI



BlendTecBlendTec: Marketing models: Marketing models• The brand creates entertaining content

• The content creates/builds brand personality

• Social networks build awareness

• Personality and awareness build purchase intent

• The brand follows through by architecting a platform for engagement, funding women’s groups, backing up the promise of its ‘big idea’

• Consumer discussion drives a change in brand perception

Brand awareness grows, brand image changes significantly, brand messaging achieves cut-through, brand adorers grow, purchase intent follows


Case studyCase studyCocaCoca--ColaCola

Case studies of generating discussionCase studies of generating discussion


Marketing models Marketing models Building discussion among consumersBuilding discussion among consumers

Case study: Coke in Grand Theft Auto http://video.google.com/videoplay?docid=3913745262811179417


Marketing models Marketing models Building discussion among consumersBuilding discussion among consumers

• Building discussion among key target markets through creating content and assets that grow from online experiences

Marketing models• Social media content• Using online gaming

characters and visualisationsto build brand equity

• Case study: Coke in Grand Theft Auto http://video.google.com/videoplay?docid=3913745262811179417



Coke: Marketing modelsCoke: Marketing models• The brand exploits an icon of digital entertainment

• The brand creates content that parody’s one of the world’s leading games

• The content builds brand personality and re-engagement

• Social networks build awareness of the content

• Personality and awareness build purchase intent; create purchasetriggers

Brand image strengthens, brand messaging achieves cut-through, brand adorers grow, purchase intent follows



Triggering the pass-on effectMarketing in the digital networked societyDigital Training Academy


Case studies Case studies LastMinute.comLastMinute.com

Engagement and integration in digitalEngagement and integration in digital


Engaging, not shoutingEngaging, not shouting



The marketing modelThe marketing model• Creating brand building

entertaining email content

• Releasing it to carefully segmented groups

• Supporting it with relevantretail offers


• Tracking open rates


Case studies Case studies Organ donationOrgan donation


Organ donation: Organ donation: social marketingsocial marketing


Organ donation: Marketing modelsOrgan donation: Marketing models• An engaging message triggers direct response

• The social message is spread through peer networks

• The call to action is seamless; two clicks through the website to register

• The proposition talks to a core truth in people’s values

• The process is effortless and achieves massive adoption

• Some consumer discussion also drives a change in perception of state healthcare

Massive direct response straight away



Case studies Case studies Sprite: building brand and buzzSprite: building brand and buzz


Sprite: marketing challengeSprite: marketing challenge• Retaining the edginess of the brand

• Building brand values




• Building collateral that can be used as a base for future campaigns


Sprite Viral AdSprite Viral Adhttp://http://youtube.com/watch?vyoutube.com/watch?v=SX1=SX1--650KIsU650KIsU


The marketing modelThe marketing model• Creating powerful content

• Releasing it to open platforms: YouTube

• Paid-for placement in key media






ConclusionsConclusionsThe Sprite campaign proves the power of viral

• Viral can deliver exceptional impact on brand image

• Viral can deliver complex brand values

• Viral can achieve cut-through

• Viral can deliver audience reach

• Viral can extend the period a campaign is in market

• Viral can self-select its audience to match a specific target group

• Viral can be measured and the half-life of a campaign tracked and anticipated


Guiding principlesGuiding principlesWhy the pace of change won’t change


Metcalfe's loreMetcalfe's lore“The value of a network equals approximately

the square of the number of users”


Apply Metcalfe toApply Metcalfe to• Your own website

• Your social media sites and partners

• Any new digital channel

• The whole of the web

Use it to appreciate that the biggest impacts are yet to come…




Case studies of connecting to niche peer groupsMarketing in the digital networked societyDigital Training Academy


Case studies Case studies Simple Plan: Raising awareness and Simple Plan: Raising awareness and

discoverability, building brand adorersdiscoverability, building brand adorers


Simple Plan: marketing challengeSimple Plan: marketing challenge• Building brand awareness

• Connecting with target audiences

• Letting their brand advocates reach like-minded consumers





Simple Plan: Brand websiteSimple Plan: Brand website



Simple Plan: Facebook appsSimple Plan: Facebook apps• ‘Number 1' fan quiz competition

• Users compete against each other and their friends to be the number 1 fan - and win great prizes along the way (from signed albums to dinner with the band)

• Targets European fans only - UK, Fr, Ger, Sp, It but quickly delivers fans from USA, Canada, Brazil and Japan playing (even though it was clear they could not win prizes)

• Facebook application traffic grew to over 3,000 uniques everyday for an 8 week period: by campaign end over 40 fans had points higher than 20,000... which means they had answered at least 20,000 questions correctly

• Nearly 100 users spent an average of 3hours a day on the quiz

• The average engagement time for most users was 5 minutes.

• Application produced on an open development model for any social/ community platform -from Facebook to MySpace to Bebo to Bloggerto own fan sites - even widgets and mobile Marketing coaching to build stronger digital teams - post questions at DigitalTrainingAcademy.com/web2

© 2000-2008 Digital Strategy Consulting & Partners. All rights reserved.

The marketing modelThe marketing model• Creating powerful content

• Getting brand adorers talking

• Getting brand adorers pushing the message through their own networks

• Releasing it through open platforms: Facebook


• Creating a cult experience




Case studyCase studySnowbooksSnowbooks

Creativity on a small budgetCreativity on a small budget






SnowbooksSnowbooks• The blog – this is the epicentre of all their activity

• Book lovers, people from the publishing industry and aspiring authors• Roughly 800 visits a day, average of 8000 unique visitors a month

• The website – it is fully transactional so they get revenue from it

• Second Life – they were the first publisher to have a shop there• Host events around their books• People can click through to buy books from online retailers• Read first chapters, watch videos

• Scribd / Myspace / Facebook / Squidoo / Twitter / Youtube• Primarily as a way of directing traffic to the blog

• Reviews from other blogs• Dovegreyreader, Random Jottings, Bluestalking reader, the Guardian blog • Some books have been ignored by the mainstream reviewers but have had a

rave reception on the blogs


SnowbooksSnowbooks



On using only online marketing channels:“…not just for reasons of cost but because it’s a natural environment for spreading the word based on merit.”

“We primarily aim to get materials in front of bloggers who can choose freely whether they want to talk about our books or not.”

Emma Barnes, MD Snowbooks


SnowbooksSnowbooks: Marketing models: Marketing models• The brand creates engaging content their audience seek out

• The brand remove barriers to that content by providing access across many platforms

• Social networks build brand awareness

• The content builds brand personality


Brand awareness grows, brand image is established, brand messaging achieves cut-through, brand adorers grow, purchase possibility and intent follows


Participatory Participatory marketingmarketingSocial media creates new landscapes and new networks


ConnectednessConnectedness

OpennessOpenness

CommunityCommunity

ConversationConversation

What characterises social media?What characterises social media?

ParticipationParticipation

Source: 2006



Three levels of involvement in Three levels of involvement in social mediasocial media

CreationSharing

Viewing


Digitisation of social networksDigitisation of social networks3 separate phenomena3 separate phenomena

The harnessing of the infrastructure of the digital networked society to accelerate social networks, creating new models for interaction and new expectations for participants

1. Existing networks move to online2. Existing networks accelerate3. New types of networks evolve



Takeout? Takeout? Marketing through social networksMarketing through social networks

Reaching out to customers in a way that makes them want to engage with you and tell their friends.

So marketing to the FaceBook Generation means rethinking all of their networks, not just the major social media brands.



Source

Seed groups of connectors

Handover point

2 degrees of separation from seed

Source: www.DigitalStrategyConsulting.com 2004

Super distribution

Applying diffusion theoryApplying diffusion theory



Handover point

2 degrees of separation from seed

Super distribution

Source: www.DigitalStrategyConsulting.com 2004

Appreciating risksAppreciating risks

Source

Super distribution

User involvementNone Unpredictable

GeographyLocal Uncontrolled

TimescaleImmediate Longterm / Unpredictable

Control by marketerLow None



Case studies of integrating search into the mixMarketing in the digital networked societyDigital Training Academy


Cop

yrig

ht, D

ave

Pilib

osia

n, 2

005

Making sense of a digital world

Carling: smart tactics for SEOSearch engine optimisation case studyDigital Search Academy

With millions of web pages competing with yours for attention you won’t appear on the first few pages of Google or Yahoo by chance. Ensuring the needle is found in the haystack is a complex process, Search should be a powerful marketing tool for your brand: we show you why, with the Carling Search case study



The drinks market: competitionThe drinks market: competition

Competing for ‘Share of Throat’

Competing for Share of Attention


Carling invest in the live musicCarling invest in the live musicUK searches

Yahoo Search Marketing - Keyword Assistant (09/06)

Carling brand related terms c. 1,500

Lager related terms c. 1,750

Live music related terms c. 25,500

Live music terms include

Live music, gig tickets, Carling Academy Glasgow, Brixton Academy, Carling Academy Newcastle, Hammersmith Apollo, Shepherds Bush Empire, London Barfly etc


Live musicLive music

Live Music: over 2,000 searches in September 2006(Yahoo Search Marketing - Keyword Assistant)


Carling Academy GlasgowCarling Academy Glasgow

Carling Academy Glasgow: c.2,000 searches in September(Yahoo Search Marketing - Keyword Assistant)



The engagementThe engagement

Search introduces > the site engages > user behaviour analysedMarketing coaching to build stronger digital teams - post questions at DigitalTrainingAcademy.com/web2

© 2000-2008 Digital Strategy Consulting & Partners. All rights reserved.

Carling: Marketing modelsCarling: Marketing models• The brand finds a sponsorship asset that fits perfectly with its consumers, point of sale and

brand values

• It creates headline sponsorship in offline events

• That headline sponsorship is translated into millions of brand exposures on thousands of websites

• The awareness becomes built into the marketing fabric of their partners

• Search engine marketing delivers brand association on each and every search event

• Awareness and proximity build message association and brand image

• Brand awareness and association is converted into sale at events; but wider increases in purchase intent raise sales more broadly

• Consumer discussion spreads brand association

Brand image grows, message association grows, brand messaging achieves cut-through, purchase and purchase intent rise


Implications?Implications?The strategic media mix has begun shifting…


Internet ?%

The strategic question:The strategic question:What should the mix be?What should the mix be?



Making sense of a digital world

Getting the media mix rightExplaining the process: the Dove studyDigital Media Planning Academy

Looking at the online media mix, it’s clear that web advertising should get a much higher percentage than it actually does. Theseground breaking studies let you see what the right media mix should have been. They build on research conducted on some of the largest online ad campaigns to prove what the most cost efficient use ofmedia should be. They consistently show that the budgets work harder on online and if press or television frequencies are reduced the overall effectiveness of the campaign can rise.


The first answerThe first answerWhat should the mix be?What should the mix be?

Results in an 8% boost in overall branding metricsAnd 14% increase in purchase intent

Same budget, better results

OriginalAllocation

2% Online

ButInstead…

15% Online

Increasing onlineIncreasing online’’s share produces dramatic increases in impact s share produces dramatic increases in impact for Dovefor Dove


Animated ad Individual “Frames” of animated ad

Online ads: Dove Online ads: Dove NutriumNutrium barbar


Diminishing returnsDiminishing returns

As the effectiveness As the effectiveness curve flattens, curve flattens,

incremental impact incremental impact becomes more and becomes more and

more expensivemore expensive

Not a new concept for marketersNot a new concept for marketers100

908070605040302010

01 2 3 4 5 6 7 8 9 100

% P

urch

ase

inte

nt/B

rand

met

rics

Number of exposures



Increase in purchase intentIncrease in purchase intent• Campaign then

optimised

• Combination of Online and Offline worked better

• Cost per customer falls to 65% of original total

8.7%

11.5%

13.0%

14.2%

Pre-campaign

Offline Only

Online 1.7freq & Offline

Online 3.1freq & Offline

Data tracked over six weeksTV reach=85%, frequency=6.0 Magazine reach=50%, frequency=2.6

Purchase Intent

.65

.75

1.00

Cost Index


60%

What they learnedWhat they learned

Rea

ch

10% in original

plan

10%

50%

85%

TV Print Internet

Reach: the initial plan was far from optimally allocatedReach: the initial plan was far from optimally allocated

New PlanNew Plan


What they learnedWhat they learned3.1 Impressions

(up from 1.7)

Online

5.5 impressions (down from 6.0)

TV

2.0 impressions(down from 2.6)

Print

Frequency: online underFrequency: online under--used compared to traditional mediaused compared to traditional media


Now rethink the mix againNow rethink the mix again



Internet 15% - >60%?

The new strategic question:The new strategic question:What should the mix be?What should the mix be?

Influenced by

• Audience connectivity• Role of brand website in

marketing experience• Role of online media

exposure in marketing experience

• Role of creative


Not in isolation, but Not in isolation, but working with classic working with classic channelschannelsHundreds more formats and tools…


TV

Newspapers

Transport media

Editorial

SponsorshipEvents

Paid For magazines

Inbound call centres

Media ‘firsts’Video and DVD

Directories

The classic media mixThe classic media mix

Advertorial

Sponsorships

Out of homeDelivering integrationAmbient media

Exhibitions

Interstitials

Outdoor

Brochures

Leaflets

Sales teams

Satellite TV

Door-to-door

National press

Video ads

mail

Guerrilla marketing

Magazines

Phone directories

PR

In-storeAdvertorial

CD giveaways

TV informercials

Radio

Regional press

telemarketing


Exceptional times in Exceptional times in media and marketingmedia and marketing



MediaMediaExponential

change…

• 2004: Google gets 138,000 requests a minute in 90 languages.• 2004: Facebook makes friends.• 2004: 1 in 5 people under 30 say Internet is main information source.• 2004: $21 billion spent on online ads in U.S. alone.• 2004: Wi-fi cell phone/cameras are replacing some computers.• 2004: 1.5 billion cell phones worldwide.• 2005: 2 billion mobile phone customers worldwide.• 2005: Camera phones create instant citizen photojournalists.• 2005: Wikipedia has 750,000 online encyclopedia articles in 50

languages.• 2005: YouTube post its first video.• 2006: Push email sends an alert when a letter arrives.• 2006: Skype Internet phone system reports 100 million customers.• 2006: Phone companies deliver video by IPTV (Internet Protocol

Television).• 2006: Average American watches 4 hours 35 minutes of TV daily, a

record..• 2006: 100 million websites with domain names and content.• 2006: Average American encounters an estimated 3,000 marketing

messages daily.• 2007: iPhone surfs Web, emails, plays videos, iTunes, makes phone

calls, takes pictures.• 2007: Mobile TV service for cell phones builds a customer base.• 2007: Nation of Estonia is nearly shut down by botnet attack. Web

War One?

• 2000: 40 million mobile wireless users worldwide, most in Europe, Asia.

• 2000: The dot.com industry crashes.• 2000: 3G (3rd generation) licenses sold for wireless internet.• 2001: Average American adult watches 4 hours of TV daily.• 2001: Personal headsets display movies, video games, spreadsheets.• 2001: The iPod music player.• 2002: A Wi-Fi-equipped laptop, the Tablet PC also recognizes writing.• 2002: On the Web, creators of online journals, or "web logs," now

"blog on."• 2002: UK workers spend more time with email than with their children.• 2002: Pop-ups and pop-unders clutter computer screens.• 2002: Worldwide PC sales pass one-billion mark.• 2003: MySpace.com. • 2003: The online iTunes Music Store offers tunes for 99 cents.• 2003: Some U.S. states tax Internet bandwidth.• 2003: Amazon.com scans texts of 120,000 books for Internet users.• 2003: Estimated 5 trillion unwanted messages set on the Internet..• 2003: World has 159 million cell phone users.• 2004: Worldwide cell phone revenues surpass fixed-phone revenues.


The media strategy:The media strategy:TouchpointTouchpoint media strategymedia strategy

TV

Radio

Outdoor

Print

Web

Others

PR


The media strategy:The media strategy:WebWeb--centric media strategy?centric media strategy?

Brand Brand websitewebsite

TV Print

Email Text


The media strategy:The media strategy:Consumer advocacy Consumer advocacy strategy?strategy?Energising customers to comment on the brand Energising customers to comment on the brand messagemessagePress

Digital

Other channels


Handover point




Case studies of new models of integrationMarketing in the digital networked societyDigital Training Academy


Marketing modelsMarketing modelsUsing radio to trigger a visit to a siteUsing radio to trigger a visit to a site


Marketing modelsMarketing modelsUsing radio to trigger a visit to a siteUsing radio to trigger a visit to a site

• Popular way of building traffic

• Radio commercials with strong calls to action and clear URLs

• Encourages consumer to visit the website or visit Google and click through to the website

Marketing models• Using radio to build awareness of the URL and

prompt an immediate action

• Works well for office workers

• Use websites to deliver deeper and richer information, leading the customer to purchase, or further along the purchase journey


Marketing modelsMarketing modelsUsing television for the Using television for the ‘‘drive to webdrive to web’’

• Popular in motoring, finance and recruitment

• High impact television commercials deliver a strong call to action: go online

Marketing models• Using television to build brand awareness,

excitement and interest in products with complex customer journeys that require additional information to achieve sales




Marketing modelsMarketing modelsUsing rich media for the TV experienceUsing rich media for the TV experience

Campaign for VW, by Tribal


Marketing models Marketing models Using print classifieds to cross Using print classifieds to cross promote a web addresspromote a web address


Marketing models Marketing models Using print classifieds to cross Using print classifieds to cross promote a web addresspromote a web address

• Popular way of building traffic

• Print can contain detailed URL information, coupon messages and numerous product descriptions

• Encourages consumer to visit the website directly

Marketing models• Using press to build awareness of the URL and

prompt an immediate action

• Works well for consumers who are seeking out a product or service; combine specialist media buys in niche consumer sectors or classified listings



Marketing models Marketing models Using sister web media to extend Using sister web media to extend reach of a campaignreach of a campaign



Marketing models Marketing models Using sister web media to extend Using sister web media to extend reach of a campaignreach of a campaign

• Simple way of building reach while retaining the right environment

• Easy migration for less digitally experienced brands into using online media

• Unlocks media efficiencies within the media owner

Marketing models• Using sister web media to extend reach of a

campaign running in classic media

• Works well for extending reach when customer profile is the same but individual audiences vary

• Online creative can go further in explaining the proposition, delivering deeper engagement or richer information, leading the customer to purchase, or further along the purchase journey


Connecting to customers through their new Connecting to customers through their new channel of choice: channel of choice: Travel is an Travel is an ‘‘early adopterearly adopter’’ categorycategory


Connecting to customers through their new Connecting to customers through their new channel of choice: channel of choice: Travel is an Travel is an ‘‘early adopterearly adopter’’ categorycategory

• Selecting the channel the customer wants to use

• Finding the right way to connect

• Delivering information that matches specific known customer interests in a way that is timely and relevant

Marketing models• Using outdoor and press advertising

to build awareness and awareness of the website

• Using telephone call centres to build personality, enhance customer service and build incremental sales


Marketing models Marketing models Outdoor and ambient media in virtual worldsOutdoor and ambient media in virtual worlds



Marketing models Marketing models Outdoor and ambient media in virtual worldsOutdoor and ambient media in virtual worlds

• Finding the right way to connect to key target markets where their entertainment experience has migrated from traditional platforms such as cinema and DVDs to the emerging platforms of virtual worlds and multi-player gaming

Marketing models• Mirroring classic experience of

outdoor or ambient media in the new virtual worlds

• Building reach by touching consumers who have tuned out of classic media, or building frequency; to boost brand metrics

• Delivering a brand experience within an exciting virtual world platform


Combining or choosing between traditional Combining or choosing between traditional and digital local mediaand digital local media


Combining or choosing between traditional Combining or choosing between traditional and digital local mediaand digital local media

• Local classic media or locally exposed digital media?

• Using both channels in the same way, or using the web to take customers further?

Marketing models• Using online local media as an

alternative to traditional outdoor media

• Building awareness with outdoor media; letting customers make the connection online with search (both pay-per-click advertising and the ‘natural search’ editorial listings)


Integration: a new era of Integration: a new era of blended marketingblended marketing

80% above VW sales forecasts in one month



VW: Marketing modelsVW: Marketing models• The brand creates a message which is platform neutral

• Creative is designed to draw on the core strengths of the platform: social media, video, banners, classic media…

• The brand makes consumer connections across many platforms at many times of the day and many points in the customer’s journey to purchase


Brand awareness grows, brand image builds as consumer connections spread across media, brand messaging achieves greater impact, purchase intent rises


The consequences The consequences for marketersfor marketersThe consequences for marketers are manifold


Classic media planning: Classic media planning: Simple connection points throughout the daySimple connection points throughout the day

X

X

17

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16

X

X

18

XXXXXXWeb

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XPOS

XOutdoor

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22212019151413121110987Time & Channel



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• A simple model for a simple era of media

• Media budgets fragment to the point of inefficiency

• Today’s world has thousands of channels and audiences that no longer fit into these boxes

• Niche audiences cannot be cost effectively reached

• Media is on demand, consumers filter out irrelevant commercial messages

A new model for media planning is needed

Marketing coaching to build stronger digital teams - post questions at DigitalTrainingAcademy.com/web2© 2000-2008 Digital Strategy Consulting & Partners. All rights reserved.Digital Marketing Academy


TodayToday’’s media planning: s media planning: Finding consumers who want to give time and Finding consumers who want to give time and attention to brandsattention to brands


Case studies Case studies BMWFilms.comBMWFilms.com




BMW: Marketing modelsBMW: Marketing models• The brand creates compelling content

• The content explains complex selling propositions and brand image

• Social networks spread the message, building awareness and audience reach

• The delivery channel of entertainment avoids advertising regulation

• The model builds discussion


Brand awareness grows, brand image builds, brand messaging achieves greater impact, purchase intent rises


Real relationship Real relationship marketingmarketing



Relationship marketing to the

Facebook generationFalling in Love 2.0


Implications Implications & takeouts& takeouts



TakeoutsTakeoutsTen themes for marketing in Ten themes for marketing in the digital networked societythe digital networked society


the pass-on effect




working for you













What to do after these notes?What to do after these notes?Now get your downloads…Course handouts and accompanying study materials:

1. Discussion / commentYou can post your questions in the online classroomwww.DigitalTrainingAcademy.com/web2

2. Reports on ‘Blended’ marketing and ‘Digital Media Planning’Download these reports that accompany the talkwww.DigitalStrategyConsulting.com/insight

3. Enjoy our fortnightly digital marketing news service for freeSign up so you can learn more about online marketing www.DigitalStrategyConsulting.com/digitalbriefings4. Try our marketing management and strategy [email protected]


Ten themes for marketing in the digital Ten themes for marketing in the digital networked societynetworked society

Get in touch!

Harnessing the brand effectMail me more of your questions

Danny Meadows-KlueCEO, Digital Training AcademyCEO, Digital Strategy Consulting

Trainer | Commentator | Strategist | Coach

[email protected]+44 (0) 20 7244 9661

1. Create participatory marketing…nurture communities and the pass-on effect

2. Create communication people actually want … replace interruption with engagement

3. Celebrate individuality…get the technologies working for you


5. Timing: deliver on their terms …personal media scheduling

6. Blending media together …a new era for integrated marketing communications

7. Dialogue not monologue… build meaningful consumer relationships that evolve

over time

8. Develop new models… harnessing blended media that connect with the

digitally networked consumer


10. Harness the permanence of the web…replacing the transient campaign based thinking of

classic channels


TodayToday’’s Web 2.0 academys Web 2.0 academy

• Question sheets

• http://www.DigitalTrainingAcademy.com/web2

• Download extra resources

• Post questions for the next two weeks

• Champion digital in your firm





Falling in Love 2.0Digital marketing strategies for the networked society The rules of the marketing game have changed. The command and control television era where big brands delivered heavyweight messaging every night to the nation, has finally melted away. In its place a radically new structure has emerged that will dominate the next twenty years of marketing. Cultural evolution, catalysed by technology and typified by the web, has empowered media-savvy consumers with the tools to filter and select in a way never before possible. Customer expectations are huge and brands are failing. Trust has switched from institutions to friends, and the barriers to the flow of information have melted. The smallest of customers can have the loudest of voices. Society will never go back.

Digital strategies in the networked society

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