TECHNOLOGY + ADVERTISING

Modern Ad Campaigns

Technology Behind Digital Marketing

New Technology

Emerges

Technology Gains

Popularity; Appears in Marketing

Radar

Innovative Marketers

Explore the Emerging

Technology to Connect with

Target Audience

Technology Becomes

Mainstream; Adopted as

Standard Marketing

Practice

Consumer 2.0

InterconnectivityLevel the

Information Playing Field

Relevance Filtering

Niche Aggregation Micropublishing of Personal Content

On-Demand: Anytime, Anyplace,

Anywhere

Interconnectivity

• Consumers able to connect with each other with greater ease and access (via Email, IM, Texting, Social Networks)

• Interaction has become global• Virtual communities

Leveling Information Playing Field

• Content can be created, published, accessed and consumed quickly and easily

• Consumers can conduct their own research for products/services (ex: Travel Industry)

• Knowledge is power = Power shifting to consumers

Relevance Filtering• Consumers filter what is relevant to them• Ignore messaging that they perceive irrelevant• Personalization of messages received (email

subscriptions, customized RSS feeds)

Niche Aggregation• Abundance and diversity of online content• Consumers can indulge in special interests and

hobbies• Aggregation of like minded individuals online

Micropublishing• Consumers can express themselves online• Publish own content at little to no cost• Post opinions on forums and feedback forms

On-Demand• Consumers can satisfy needs more quickly• Less barriers

Digital Audience

Increasingly comfortable with digital media

Want it all and want it now

They’re in control

Fickle buyers

Vocal

Demographic Audiences

The advertising industry breaks down target demographics into the following age cells, and then by gender.

Demographic Market SegmentationM = Men, W = Women, A = Adults (or P = Persons)• 12 – 17• 18 – 24• 25 – 34• 35 – 44• 45 – 54• 55 – 64• 65+

GAMECHANGERSGoogle & Facebook

Pioneers: Innovating Advertising

GOOGLE• Ad Words• Direct targeting to

consumers

FACEBOOK• Word of Mouth• Opened up opportunities

for marketers to execute more accountable, influential, and multidimensional campaigns

Changing the Rules of Engagement

Old• Traditional Media Plans• Target Mass Media• Brand Awareness

New• Digital Media Plans• Microtargeting • Consumer Response

Digital Enables…

Consumer response management

Real-time tracking to creative material

Personalized experience

Insight on how to reach consumers

Better word of mouth advertising via peer recommendations

Google Effect

Marketing Problem: Waste & AccountabilityGoogle Solution: directly target consumers when they are looking for a product or service

How? Paid Search + Ad Words.- Match advertisers to searches for information

Facebook Effect

• More social networks• Simple interface = prevail against competitors• Biggest website globally• Magnified the power of word of mouth• Transparency with users forces transparency

with brands

Facebook Effect for Advertisers

• Data is key• What’s Working vs. What’s Not• Accessible 24/7• “Share” Factor• Microtargeting