sema 2011: changing landscape of media | automotive marketing
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© 2010 Levelwing. All rights reserved | www.levelwing.com 1
Hi.
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presentation available at: www.levelwing.com/sema/MediaLandscape jeff@levelwing.com
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www
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= “I want”
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“I want”
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In 1993 __________ pages
existed on the worldwide web.1
1United Nations Data, 1994 2Google, October, 2011
Today, ____________ pages are being indexed on Google alone for the term “auto parts”.2
50
354,000,000
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The earliest days (ARPANET)
Source: Wikipedia, 2010
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Mosaic
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Video-streaming
Fee-based subscriptions
Segmented content
Pop-up ads
Electronic billing
Geo-location software
Sources: USA TODAY research, Adult Video News, Nielsen/NetRatings, Reuters
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Sources: USA TODAY research, Adult Video News, Nielsen/NetRatings, Reuters Source: Erik Qualman, 2011
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Origins of “Social Media”?
1995 Source: Erik Qualman, 2011
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The power of the Tweet
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A practical use
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A customer service tool
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Source: YouTube/Google, Inc. December 13, 2010’ comScore VideoMetrix 2009
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Source: YouTube/Google, Inc. December 13, 2010’ comScore VideoMetrix 2009
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Source: YouTube/Google, Inc. December 13, 2010’ comScore VideoMetrix 2009
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Online time equal to watching TV
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The new Media Landscape
Owned
Your Website(s) LinkedIn Profile
YouTube Channel
Bought
Advertising
Sponsorships PR
Earned
All things Social
Blogs, Emoticons, Feedback, Posts, Ratings, Reviews, Shares, Tweets, Videos, Wikis
Your Customers
Strangers
Interested Parties
Fans
Haters
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Owned
The new New Media
Earned
Bought
CONTROL
REA
CH
Low
High
High
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Would you give up some control?
…to be more in-demand
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Source: Marketing Vox and Nielsen BuzzMetrics SES Magazine June 8 page 24-25
Understanding that…
25% of Search Results For the World’s Top 20 brands are Links to user-generated content 34%_of_bloggers_post_opinions_about_products
my brand
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“Frenemy”
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Brand Hijacking
Source: Twitter 2010
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Shift to “listening” brand
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So what are you doing in social?
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No CD’s or DVD’s by 2015
Source: Dean Donaldso, 2011
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In-Auto Advertising Out-Of-Home
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We are content consumers and creators
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Mobile Exploding US Mobile Queries (Indexed) 100
80
60
40
20
0
2007 2008 2009 2010 2011
4x growth
in past year
Source: Internal Google data, 2011
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Source: Rei Inamoto, 2011
80% < 1,000 downloads
1% > 1MM downloads
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Nearly half of shoppers used their phone to visit competitors’ sites while in a store.
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Mobile Wallet (RFID Chip/Taipei's MRT)
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Mobile Wallet
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Smart Paper
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The future mobile search
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Fluid Surface Technology
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“Snapshot” from Progressive
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Tracking break-ups on Facebook
Source: Facebook, 2010
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“Data is the most consumed product and it affects all others.”
- Eric Schmitt 5 exabytes
(5.0x10ˆ19) = all info created
through 2003 5 exabytes created
every 48 hours
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Reject faith-based decisions
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Make evidence-based decisions
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The filter of all filters – Search!
Image Source: Wired magazine
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Parts, Tires, Service & Accessories
4 in 10
Source: Custom Compete, Inc. data, 2011
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Parts, Tires, Service & Accessories
2 in 10
Source: Custom Compete, Inc. data, 2011
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Search Was Used Early And Often
42%
12% 10%
31%
Tires
Service
41%
10% 10%
37%
51%
13%
8%
23%
Parts
47%
7% 4%
41%
Accessories
Source: Custom Compete, Inc. data, 2011
• Over a third of users utilized search throughout the research process.
Used beginning Used middle Used at end Used throughout entire process
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Continual evolution of search
Relevance
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A more relevant web
Relevance
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A more relevant web
Relevance
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A more relevant web
Relevance
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Image Source: Family Guy, Seth McFarlane
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9/8/2011 – Google Buys Zagat
58
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Local Search
59
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Future of Search?
60
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Why is this Important?
61
59% of online shoppers customer product reviews have a significant impact on their buying behavior
Source: Marketing Charts, 9/2011
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Why is this Important?
62
on Yelp ratings…
Source: Michael Luca, 2011
= 9% revenue increase
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Key takeaways 1. Embrace the chaos & transparency 2. Cheapest customers are found in demand-driven
channels 3. Leverage data & create accountability 4. Test & fail quickly 5. Don’t be a selfish lover
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Thank you.
Or: email: jeff@levelwing.com phone: +1 646 216 8334 twitter: @jeffadelsonyan blog: www.AskingSmarterQuestions.com
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