Saving Digital from Failure byMarketing with Meaning

Bob Gilbreath – Chief Marketing StrategistBridge Worldwide

Digital Media is Improving Our Lives Everywhere

But Digital Marketing Is Not Yet Working

“If consumers are spending 30% of their time online, why are Brand Managers only spending 5% of their marketing budgets online?”

- Typical Digital Services Provider

 

“Why should I spend more money online? I never click on banner ads, and hardly anyone is ‘friending’ my brand on Facebook.”

- Typical Brand Manager

Some of you believe we should adapt to the rules of traditional media

Just make the banner bigger!

What do we do when people ignore these, too?

Just embrace Pre-Roll video!

Google reports a 50% abandon rate

Just start reporting Reach and Frequency (GRPs)

But isn’t their business model based on “Consumer is Boss”?

Digital marketing is on the verge of failure, again

People are spending more time than ever online

Digital media is much cheaper to produce, test and purchase

This was supposed to be our year

Total online spending is down 3%

The first decline since 2002

Display is down 17%

But…

PricewaterhouseCoopers

Over 6 million Firefox users have installed Adblock

Before Adblock

After Adblock

A free, ad-supported mobile service could only convince 2% of teens to take it

Traditional marketing is on the verge of failure, too

“There's simply too much money and corporate energy devoted to this cause for those budgets, and hopes, to disappear overnight”

- Jeff Goodby

There is no guarantee that the old model will survive

We have to try something different

Some are winning by trying something new

And a common theme is emerging

30% of users return to the site more than once per week

Grew profits by 8%

10 million site visits in 3Q’08 alone

Over $150 million in revenue by Year 2

Featured in iTunes app store at $.99

Hit 3-year download goal in just weeks

Isn’t this the kind of work that attracted you to digital in the first place?

Marketing that people choose to engage with

Marketing that itself improves people’s lives

It can come from a different way to apply existing planning tools and processes

Business Objective:a opportunity to grow or a problem that is

holding you back

Insight:how people think and feel, and how you might help them on a higher-level need

Business Objective:improve return on investment in coupons

Insight:offers are important, but cutting coupons is

less attractive to people

More than 100,000 registrations in first month

Drives shopper card and email registration, complete fraud protection, and unprecedented data analysis

Business Objective:reduce the amount of in-progress order

queries

Insight:tracking online orders has become a

national obsession

Used in over 1 million orders in the first 2 months

Online orders account for 28% of all Domino’s salesand the tracker is used by 75% of these customers

Business Objective:uncover new revenue streams with greater

profitability

Insight:people have an insatiable craving for

personalized products

One 7-oz pack for $12.99,Minimum 3 packs, plus shipping and handling

Credited with “revitalizing the brand”

Business Objective:increase consumption of Glucerna products

for people with diabetes

Insight:newly diagnosed are unsure of what

changes they must make in their diets

People are testing more and losing weight

Participants buy 3x more Abbott Products

It works for B2B

Business Objective:increase loyalty to the Trane brand of

heating and cooling equipment

Insight:service professionals are under constant

pressure to understand new systems

First online course attracted 1,200 people

It works for non-profits

Business Objective:retain and grow share of believers among

young people in developing nations

Insight:as an earthly representative of the faith, the Pope offers a unique, personal connection

The Pope is texting

There are 46 million mobile phone users in the Philippines alone

It works for…banners!

Business Objective:deliver on the brand purpose of

“sparking unexpected fun”

Insight:people are compelled to take dares…

See the Ad Here:http://bit.ly/10ucnw

And you can still win awards…

(The Bonus Outtakes)

This Model Even Works for New-New Media

New Technology “Leapfrogs” the Old in Developing Nations

Mobile is Leapfrogging Banners to Apps

Gaming is Leapfrogging Billboards to “Extras”

The world is waiting for a marketing model

Digital should be the center of this new model

Will you lead us?

www.marketingwithmeaning.com

@mktgwithmeaning

iPhone read-along app:http://bit.ly/haTCf