facing the digital economy
DESCRIPTION
Prezentacija "Facing the digital economy" koju je Damjan Arsovski održao na konferenciji iFront 2010 u junu 2010. godine.TRANSCRIPT
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Facing the Digital Economy
Damjan ArsovskiiFront, 10.06.2010
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About…
• Interactive Marketing Specialist at Blueliner Marketing, New York
• Co-Founder and Project Manager at IWM Network, Macedonia
• Co-Founder and Editor in Chief at IT.com.mk, Macedonia
• Shareholder and User Experience/Marketing Consultant at Copa TV, California
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About Blueliner• Internet marketing and web development firm • HQ on Wall Street, NYC with offices in India & Bangladesh• Recognized for hybrid on/offshore model, award-winning design, and ROI-driven, online
marketing campaigns• Core services: web design (dev/e-commerce) and internet marketing strategies (7 Pillars)
Arman Rousta, Co-Founder & CEO
- Successful entrepreneur;- Guided prior acquisitions- Inventor of 7 Pillars of Internet Marketing - Featured on CNNfn, Newsweek, Success Mag., Crain’s NY and Barron’s
David Houle, Chief Business Strategist
- VP Sales for launch of MTV, VH1, CNN Headline News- 25+ yrs in media, advertising sales, and programming- Won a Peabody, two Emmys and was nominated for an Academy Award- Public Speaker, Author, Featured Columnist on Oprah.com
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Blueliner New YorkBlueliner New York
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Blueliner BangladeshBlueliner Bangladesh
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About IWM Network
• Macedonian portal for information and communication technology
• Web 2.0 medium
• Mission: support, educate and promote the Macedonian IT potential
• Mix between interactive marketing agency and consulting company
• Specializes in branding, design, web development and e-marketing
• Private company established in 2008
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Blueliner’s 7 Pillars of e-MarketingBlueliner’s 7 Pillars of e-Marketing
Pillar 1. Search Engine Optimization
Pillar 2. Online Advertising (PPC, CPM)
Pillar 3. Email Marketing
Pillar 4. Interactive PR
Pillar 5. Affiliate Marketing (CPA/CPL)
Pillar 6. Web Analytics
Pillar 7. Social Media
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THE AGE OF DIGITAL ECONOMYTHE AGE OF DIGITAL ECONOMY
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Example #1: Money/PaymentExample #1: Money/Payment
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Example #2: ServicesExample #2: Services
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Example #3: InformationExample #3: Information
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Example #4: BusinessExample #4: Business
24 yr old musician Tihomir Cvetkovski from Prilep, Macedonia
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Example #5: Decision MakingExample #5: Decision Making
Status question: Good pizza in Skopje, Macedonia?
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Example #5: Decision Making (cont.)Example #5: Decision Making (cont.)
People I’ve neverdirectly met or I’ve
been introduced to….
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Example #5: Decision Making (cont.)Example #5: Decision Making (cont.)
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WHAT’S CHANGED…?WHAT’S CHANGED…?
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InformationInformation
"So why did we build a new search indexing system? Searchers want to find the latest relevant content and publishers
expect to be found the instant they publish." - Google blog post "Our new search index: Caffeine"
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Old School…Old School…
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New School…New School…
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WHAT ELSE HAS CHANGED?WHAT ELSE HAS CHANGED?
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WELL, NOW USERS WELL, NOW USERS PWN THE WORLD!PWN THE WORLD!
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Users pwn the Web!Users pwn the Web!
• They can use millions of easy available tools to publish info and say what they want to say, without censorship…
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Users pwn the Web!Users pwn the Web!
• They have voice and are also well connected between each other on a global level via multiple platforms….
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Users pwn the Web!Users pwn the Web!
• They control the situation and can cause serious damage…• Ex. Toyota, BP Oil Spil, Iran, Mumbai…
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Users pwn the Web!Users pwn the Web!
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Users pwn the Web!Users pwn the Web!
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Users pwn the Web!Users pwn the Web!
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Users pwn the Web!Users pwn the Web!
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Clients are always right…
… except when they are NOT!
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Clients are not always right!?Clients are not always right!?
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Clients are not always right!?Clients are not always right!?
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SO, WHAT TO DO ABOUT THIS?SO, WHAT TO DO ABOUT THIS?
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1) Learn to Compete on a Global Level1) Learn to Compete on a Global Level
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2) Learn to Communicate2) Learn to Communicate
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3) Be Brave and Innovative…3) Be Brave and Innovative…
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3) Start Thinking Outside the Box3) Start Thinking Outside the Box
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4) Invest and Experiment4) Invest and ExperimentCLIENT BENEFITS FROM TOP SEARCH ENGINE RANKINGS
“Honeymoon vacation” 60,000 searches per month!
1st page of Google, 5th listing
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SEM Case Study: Lufthansa AirlinesSEM Case Study: Lufthansa AirlinesClient:
Lufthansa serves more than 330 destinations in over 90 countries. It is renowned
for its service to Germany, Europe and beyond. The identified challenges we faced:
the airline needed to overcome the high price-point perception to successfully target
the economically savvy ethnic consumer while competing against multiple non-stop
carriers.
Campaign Objective:
Identify and increase overall market share within untapped U.S. communities.
Shift leisure sales from agents to weflyhome.com.
Services Rendered:
Market research and consumer preference analysis; Marketing strategy
development; creative solutions; Targeted media planning and buying; Online ip-
targeting;
PR and multicultural relations and Consulting on market preferences and trends.
Results:
Traffic to special online booking portal increased from 0 to 300,000 unique web
users in 6 months; Ticket revenue surpassed business case target by 91% in 2005
and 130% in 2006. In 2008, October’s movie night campaign garnered 16,000 new
visitors to the microsite.
In January 2009 advanced bookings to India increased by 30% compared to last
year – in a downturn economy.
Client Testimonial:
“ Without a doubt our marketing activities and efforts have made a strong
contribution towards this success ,” Dirk Janzen, Director, Leisure & Online Sales.
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5) Use the Tools5) Use the Tools
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6) Learn to Adapt to New Things6) Learn to Adapt to New Things
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Learn to adapt quickly or…Learn to adapt quickly or…
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Tnx!Tnx!
Damjan ArsovskiDamjan [email protected]@bluelinerny.com
[email protected]@iwmnetwork.com
+1 914 410-6323+1 914 410-6323+389 71 60 30 81+389 71 60 30 81
@arsovski@arsovski