Balticspark

Digital marketing

Baltic’s.

LIENE KUPCA 17.04.2010

The biggest

problem about

Digital marketing

is the term itself

h"p://farm1.sta.c.flickr.com/59/200094536_562e30b967.jpg  

A revolution does not happen, when society

adapts new tools.

Revolution starts, when people adapt new behaviors.

(C.Shirky, US NOW)

The scene

3 countries.

4 languages.

Bright bouquet of changes

shift of values,

and paradigms

Opportunities only

h"p://www.mycee.net/blog/wp-­‐content/uploads/2009/02/keyboard-­‐rubiks-­‐cube.jpg  

People & connections

ESTONIA 67%

LATVIA 61%

LITHUANIA 55%

More, than half is online.

Do they take decisions?

Data:  Euromonitor  ,  h"p://epp.eurostat.ec.europa.eu/tgm/table.do?tab=table&init=1&language=en&pcode=.n00061&plugin=1  

Or – they make and impact decisons?

h"p://farm3.sta.c.flickr.com/2737/4508326696_241c787c74.jpg  

People are online. What do they do?

They talk

They watch

They listen

They care

(also known as socializing)

.

About things, that are really important to

them

2/1.

  Search Google (LV/LT) Neti.ee

  E-mail

  Social : one.lt. Draugiem.lv facebook.ee

But what are brands doing online?

still scream. Interupt. Do not listen.

Image: Alan Tys, FutureLab

78% of consumers consider in-stream advertising as “intrusive”. Half of viewers stop watching an online video once they encounter an in-stream ad. Source: Burstmedia, January 2008

29% of consumers leave a website that appears to be cluttered with advertising.

Source: Burstmedia, December 2008

Only 13% of UK consumers pay attention to ads on social networking sites. Source: Ebay Advertising, March 2009

BANNER/AD BLINDNESS

NEW !! TWITTER SPAM

DIFFERENT CHANNEL, SAME PROBLEM

Image: Alan Tys, FutureLab

Don’t focus on technology.

Focus on customer

needs,

wants

and behavior.

Heals everything?

“It always protects,

always trusts,

always hopes,

always perseveres.”

snake oil 2. 0. digital

  Social MEDIA strategy?

  Digital strategy?

  Twitter concepts? Twitter strategy?

  Skype strategy?

Or-

THE BUSINESS STRATEGY?

Digital is more than marketing

Cust. care

HR PR IT MKTG

It touches all of these

h"p://www.180360720.no/  

Think outside the bubble. What happens online, should not end

online. It must go offline

“The workers should

appropriate the means of production”

there is an ever expanding universe to play with

Image: Alan Tys, FutureLab

Play with it

  Websites

  Blog

  Twitter

  Engage in social portals

  Youtube, Slideshare

  Watch, what’s new

It is all about common sense and

inside the organisation

Digital is like violin.

Complicated and slowly learned But must have in the orchestra.

Technologies are becoming simplier.

Marketers have to figure out how to make information more human

Light a lot of small fires h"p://farm4.sta.c.flickr.com/3018/3071758742_152b8a1c63.jpg  

Don’t focus on technology.

Focus on customer

needs,

wants

and behavior.

the real digital revolution is about

consumer empowerment,

ability to research learn about products and services and

make decisions independent of

marketing and advertising

LIENE.KUPCA@GMAIL.COM

TWITTER.COM/LKUPCA LINKED IN: LIENE.KUPCA

THANKS!