surveying the digital media landscape
DESCRIPTION
What are the latest trends in online marketing? This presentation was developed for Roy Busby's advertising students at the University of North Texas in Dallas. Presented by Numantra's Director of Strategic Services, Mike Heronime.TRANSCRIPT
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THE DIGITAL MEDIA LANDSCAPE OF 2009
Social MediaConsumer
Generated Media Online Video
Search MarketingWidgetsMobile
Online AdvertisingEmail
Websites
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the social network
explosion
the social network
explosion
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CURRENT STATS
• 105 million Americans contribute to social media• Social networking has grown 93% since 2006• 7 million Americans are "heavy" social media
contributors (6+ activities) who connect with 248 people on a 'one to many' basis in a typical week
• 54% of micro-bloggers post or "tweet" daily• 72% of micro-bloggers under age 18 post or "tweet"
daily• Facebook usage climbed 16 - 32% from Oct. - Feb.
while MS Outlook remained flat (among adult Windows Internet users)
• 88% of marketers now using social media to market their business (Social Success Summit 2009)
March 9, 2009, Netpop Research, "Media Shifts to Social"
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LA Times: Burger King sacrifices Facebook app after dispute
Burger King has decided to end its Whopper Sacrifice campaign, which asked Facebook users to remove 10 of their friends in order to earn a coupon for a free burger.
But not before 233,906 people were defriended, discovering that their friendships are worth less than one-tenth of a Whopper -- roughly 24 cents after tax. Ouch
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SOCIAL MEDIA
• Online communities of people• Share ideas, content, and recommendations• 74% of respondents choose companies or brands based on customer
service experiences shared by other Web users on the Internet. (Source: Brandweek/ Society for New Communications Research, Palo Alto, Calif)
• 81% of those polled said they believe blogs, online rating systems and discussion forums give consumers "a greater voice" in customer service. (Source: Brandweek/ Society for New Communications Research, Palo Alto, Calif)
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WALL STREET JOURNALAmerica's Newest Profession: Bloggers for Hire
In America today, there are almost as many people making their living as bloggers as there are lawyers. Already more Americans are making their primary income from posting their opinions than Americans working as computer programmers or firefighters.
Paid bloggers fit just about every definition of a microtrend: Their ranks have grown dramatically over the years, blogging is an important social and cultural movement that people care passionately about, and the number of people doing it for at least some income is approaching 1% of American adults.
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The Consumer is in Control
• Mastercard’s Priceless.com is Loaded with consumer video. “Priceless Picks are not necessarily endorsed by MasterCard”
• BMW’s use of a 1998 video of children opening their Nintendo on Christmas — paid to use it in new spot
• Anheuser Busch launches Bud.tv, videos made by Bud drinkers
• Doritos 30-second Superbowl ad
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• Daily traffic to YouTube has nearly doubled to 48% of adults
• 54% of adults now have high-speed Internet connections at home
• 48 % of respondents used a video-sharing site, up from last year's 33%
• 15% of the respondents used a video-sharing site in the day before they answered the survey (Source: Pew Internet & American Life Project )
Online Video
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• http://www.youtube.com/watch?v=gOk2PiAtj1Q&feature=related
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Websites Move Beyond Information
into Real Interaction
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BrandWeek: Permission-Based E-mail Affects Purchase Decisions
Much as consumers dislike being spammed, an Epsilon study released this week says those who've signed up to receive "permission-based e-mail" from retailers are happy to get it.
In the polling (fielded last October) of people who've opted in to receive such e-mails, 56 percent of respondents said the messages make them more likely to buy from a store that sent them. Nearly as many (52 percent) said the e-mails give them a more favorable opinion of the store, and 48 percent feel "more loyal" toward the retailer as a result of the messages
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• House lists over bought lists - bought lists produce spam and subsequently backlash
• Content driven - email’s value to the receiver is based on it’s content
• Sent rate, open rate, click-throughs are the primary metrics that determine an email campaign’s success
between
40% to
70% of all
email is
currently
getting
blocked by
spam
filters!
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Numantra is a very unique and results-driven advertising & marketing agency that was started
on the crest of a tidal wave of change that ushered in the 21st Century.
Our founding partners recognized the coming of this change and purposefully created a company shaped in the image of the unstoppable future.
Find out what Numantra can do for you.
Visit hire.numantra.com for more information.