dana vanden heuvel | the marketingsavant group [email protected] |
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Dana VanDen Heuvel | The MarketingSavant Group
[email protected] | www.marketingsavant.com
Dana VanDen HeuvelDana VanDen HeuvelThe MarketingSavant GroupThe MarketingSavant Group
Dana is the founder of The MarketingSavant Group and a widely recognized specialist in emerging marketing technologies such as blogging, social media, RSS, Internet communities and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana is the creator of the American Marketing Association “TechnoMarketing” training series and the author of the AMA Marketech ’08 guide to marketing technology.
Marketech ‘08Marketech ‘08
Marketing has not fundamentally changed since the creation on the marketing concept and our branching out as a child of modern economic theory. What has changed is how we, as marketers, talk with our customers and the tools, techniques and especially the technologies that we employ in those conversations.
This guide is meant to serve as an overview of the marketing technologies available to you, the seasoned marketer. We’ve provided you with the most accessible and actionable tools in this guide.
Overview & AgendaOverview & Agenda
9:00 // Begin Overview of TechnoMarketing Word-of-Mouth Marketing and the Power of CGM 10:45 // Break Mining the Social Media Space for Customer Intelligence Customer Community Online Video & Videoblogging Blogs, Podcasts and RSS Emerging TechnoMarketing tools (widgets, Twitter, etc) Putting it to work at in your organization 12:30 // Lunch
EXPECTATIONS!EXPECTATIONS!
What brought you here? What do you need to
bring back? How will you know when
you have it? What do you expect to
DO? How should success
LOOK, FEEL and SOUND?
6
TO APPRECIATE NEW MARKETING: FIRST YOU HAVE TO UNDERSTAND WHAT’S BROKEN WITH TRADITIONAL MARKETING.
7
TRADITIONAL MARKETING & ADVERTISING
ADVERTISING CLUTTERMEDIA FRAGMENTATIONCONSUMERS TUNED OUTDOESN’T SCALELESS EFFECTIVEMORE EXPENSIVELESS TRUSTEDLOWER ROI
8
Crisis In Mass MarketingCrisis In Mass Marketing 18%: Proportion of TV advertising campaigns generating positive ROI 54 cents: Average return in sales for every $1 spent on advertising 256%: The increase in TV advertising costs (CPM) in the past decade 84%: Proportion of B2B marketing campaigns resulting in falling sales 100%: The increase needed in advertising spend to add 1-2% in sales 14%: Proportion of people who trust advertising information 90%: Proportion of people who can skip TV ads who do skip TV ads 80%: Market share of video recorders with ad skipping technology in
2008 95%: The failure rate for new product introductions 117: The number of prime time TV spots in 2002 needed to reach 80% of
adult population – up from just 3 in 1965 3000: Number of advertising messages people are exposed to per day 56%: Proportion of people who avoid buying products from companies
who they think advertise too much 65%: Proportion of people who believe that they are constantly
bombarded with too much advertising 69%: Proportion of people interested in technology or devices that
enable them to skip or block advertising
WHAT’S CHANGED?WHAT’S CHANGED?
"We can't compete on price. We also can't compete on quality, features or service.
That leaves fraud, which I'd like you to call marketing."
Dilbert’s Boss
cc 3
.0,
Megaqw
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y
CONTENTCONTENT
CONTEXTCONTEXT
CONNECTIONS CONNECTIONS
COMMUNITY COMMUNITY
Marketing Into the FutureMarketing Into the Future
Marketing in the education, corporate, non-profit and small business environments is changing in ways that we’re just beginning to grasp.
The changes we see are taking shape on three fronts.
Technology Changes Technology Changes MarketingMarketing Social media Video Widgets & gadgets Mobile Everything Virtual everything Universal search Web 2.0/3.0/4.0
Where Where EverythingEverything Is Headed Is Headed
2006 2050?
Digital
Non-Digital
Today
Source: Google1996
The Revolution will not be televised~ Gil Scott Heron
The Revolution will not be televised~ Gil Scott Heron
Information ProliferationInformation Proliferation
Media Fragmentation - Then, and Now1960 Now
6 TV channels/home 1308,400 Magazines 17,3004,400 Radio stations 13,500None Internet stations35,000
+None Pages on Google 10 B +None Blogs 150 M +
360360 Digital Marketing World Digital Marketing World
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Online Media
NewsCommunity
sites
Special Interest
Portals
EmaileNewsletterseCardseMail
Social Computing
Wikis
FolksonomySocial
Bookmarking
Digital Devices Phones DVR
(Tivo)PDAs Game
ConsolesMicrocasting
VBlogsDigital Radio
WebcastingPodcasting
Syndication
Real Simple Syndication (RSS)
Content Partnerships
ConversationsBlogs
Listservs
Message Boards
Chat Rooms/Events
IM
Text-messaging
Photo Blogs
Viral Content
Web SitesPress Rooms
w/RSSOnline Advertising
Games & Contests
Search
Keyword Marketing
Blog Aggregators
Blog Search Engines
Search Engine Optimization
eAdvocacy
Manifestos
eAlerts
Citizen Action
Meetups
Influencer outreach
Source: Ogilvy
Social Behavior Changes Social Behavior Changes MarketingMarketing Search Networked Low-fidelity Hierarchy of social needs
Social Hierarchy of NeedsSocial Hierarchy of Needs
Adapted by Amy Jo Kim - http://socialarchitect.typepad.com/
Physiological Food clothing Shelter, health,
System access, retain management of system identity
Security and Safety Protection from crimes and war, living in a just society
Protection from hacking and trolling, privacy, level playing field
Social Ability to give and receive love, belonging to a group
Belonging to a community as a whole, and swarms (subgroups)
Self-esteem Ability to earn self respect, respect of others and ability to contribute
Ability to contribute and be recognized for those contributions
Self Actualization Develop skills Take on new roles and new opportunities
Focus on the “Long Tail”Focus on the “Long Tail”
Reach out to the entire web
To the edges and not just to the centre, to the long tail and not the just the head
Leverage customer-self service e.g. Google, StumbleUpon, orkut
Harnessing Collective Harnessing Collective IntelligenceIntelligenceNetwork effects from user contribution are the key to market dominance in Web 2.0 era
The Wisdom of crowds
Users add value
Amazon, ebay - User reviews, similar items, most popular,
Wikipedia – content can be added/edited by any web user,
Flickr – tagging images
Cloudmark – Spam emails
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The New Economy of The New Economy of MarketingMarketing ROI is within easy grasp (for you, and
them!) Can your R&D keep up with your market? Transparency reduces cost
In the future, organizations will compete on:
Who can create a rich user community where users interact with each other to improve products
Internet Business Models – 5 Internet Business Models – 5 Years Out Years Out Advertiser-Supported Advertising: Brands are increasingly
launching their own content platforms. Some, like Budweiser's BudTV, go it alone. Others partner with online media properties. P&G, for example, embedded Capessa inside Yahoo Health.
Advertiser-Subsidized Devices: Content is a commodity. The barriers to entry are obliterated. Still, this means we all need to make choices - human attention doesn't scale. So how do you get consumers to choose your stuff? Simple. Use incentives.
Marketers will partner with consumer electronic companies to co-brand white-label gadgets. For example, a Gap-branded set-top box could come with exclusive video podcast subscriptions
Just-in-Time Advertising: Digital advertising creative and planning, like any marketing discipline, follows an arc. It's planned, placed, measured and eventually evaluated, tweaked or tossed. However, in the digital world, brands need to be more nimble.
With the help of new technology, marketers will rely on "just-in-time" campaigns that adapt to conditions. Ad creative will morph based on certain triggers. This will include sales/ERP data, blog chatter/consumer feedback, weather/external conditions and more.
Out With the Old Business Out With the Old Business ModelsModelsThe next generation of marketing will be a high-touch, low scale, targeted investment of time & human capital rather than a flood of dollars to win hearts and minds
Give something of value away for free
“Value forward” Brand second (last?) Rapidly emerging
opportunities (skunkworks budget)
Participation trumps focus group
Emerging Economies Lead Emerging Economies Lead Future Online GrowthFuture Online Growth
0%
25%
50%
75%
100%
0% 5% 10% 15%
CAGR of Online Population (2006 to 2011)
Onlin
e P
enetr
ati
on in 2
011
Note: Not all countries are included. Size of bubble indicates relative size of the online population in 2011.
World averages in 2011US
UK
Australia
Japan
Germany
Singapore
Czech Republic
Israel
Italy
Chile
Bulgaria Romania
Argentina
UAE
Mexico South Africa
Egypt
Russia
Brazil
China
IndiaIndonesia
Philippines
France
Netherlands
Sweden
Saudi Arabia
Source: JupiterResearch Worldwide Internet Population Model, 5/07
Canada
Norway
Open authorship, wiki-base community Nuanced permission All media is rich media Local/GEO IP is
perfected Personas are the new target markets Device agnostic marketing experience ‘Search’ behavior is second nature Marketing has always been unplugged Virtual reality has always been available when the real
thing failed Brand’s autobiography written in real time
Web 3.0 for MarketersWeb 3.0 for Marketers
Where Do We Go From Here?Where Do We Go From Here?
Web as a platform Software above a single device Data as the new “Intel inside” Harnessing collective intelligence Lightweight business models (Saas) Rich Internet applications Leverage the long tail
So Much to Learn - Reading!So Much to Learn - Reading! Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers (Robert Scoble)
The Medium is the Message (Marshall McLuhan)
Complex Responsive Processes in Organizations: Learning and Knowledge Creation (Ralph Stacey)
The World Is Flat: A Brief History of the Twenty-first Century (Thomas Friedman)
Informal Learning: Rediscovering the Natural Pathways That Inspire Innovation and Performance (Jay Cross)
Deschooling Society (Ivan Illich)
The Innovator's Solution: Creating and Sustaining Successful Growth (Clayton Christensen)
The Cluetrain Manifesto: The End of Business as Usual (Christopher Locke)
Convergence Culture: Where Old and New Media Collide (Henry Jenkins)
The Wealth of Networks: How Social Production Transforms Markets and Freedom (Yochai Benkler)
Open Business Models: How to Thrive in the New Innovation Landscape (Henry Chesbrough)
The Long Tail: Why the Future of Business is Selling Less of More (Chris Anderson)
Wikinomics: How Mass Collaboration Changes Everything (Don Tapscott)
Seeing What's Next: Using Theories of Innovation to Predict Industry Change (Clayton Christensen)
Technological Revolutions and Financial Capital: The Dynamics of Bubbles and Golden Ages (Carlota Perez)
The Social Life of Information (John Seely Brown)
The Wisdom of Crowds (James Surowiecki)
Complexity and Innovation in Organizations (Jose Fonseca)
Dana VanDen Heuvel | The MarketingSavant Group
[email protected] | www.marketingsavant.com