Dave Duarte

Silver Sponsors

Integrating Web and Mobileinto your Marketing Mix

By Dave Duarte

Internet & Mobile are HUGE in SA!

Mobile Phones > Taxis + TVs + Radios

SA no. 6 in Mobile Web Access Globally (Opera)

“The Cables are coming” - @art2gee

...Besides the many benefits

Momentum

Measurability

Direct ROI

StickinessImmediacy

Reach

Digital Marketing can beIntrusive and Annoying

Industrial Economy Campaign Value

VBig upfront production

Start picking outfits for the Loeries

Keep the campaign as long as possible to recoup large upfront

investment

Lots of Meetings to ensure viability of idea

Test it out on a few users before launching into the open market

Big Idea

Careful placement on the biggest channels

$

Print Recordings Cinema Radio Television Internet Web 2.0 Mobile

Content Attention

Mass Media

Print Recordings Cinema Radio Television Internet Web 2.0 Mobile

Content Attention

Industrial Economy Attention Economy

Print Recordings Cinema Radio Television Internet Web 2.0 Mobile

Content Attention

Industrial Economy

Publishers, Advertisers and Producers have the power

Attention Economy

People, Geeks and Marketers have the power

Print Recordings Cinema Radio Television Internet Web 2.0 Mobile

Content Attention

Print Recordings Cinema Radio Television Internet Web 2.0 Mobile

Content Attention

Print Recordings Cinema Radio Television Internet Web 2.0 Mobile

Content Attention

Industrial Economy

Keyword for Marketers:Prevalence

Attention Economy

Keyword for Marketers:Relevance

Fact:

Annoying and Intrusive Marketing Doesn’t Work

Print Recordings Cinema Radio Television Internet Web 2.0 Mobile

Content Attention

Print Recordings Cinema Radio Television Internet Web 2.0 Mobile

Content Attention

Know who’s in charge

Web SearchUsers Establish Context

Marketers are Prepared for this moment!

Mobile Web Search

Click to Call

Monetizing Attention + Intention

Efficacy correlates with User Control

Fact:

The Best Digital Marketingis Useful, Relevant and Timely

ATTENTION PROFILING

}Browse

Connect

Read

Say

Attention Economy Campaign Value

www Campaign and Product is

publicized by lead users in relevant

communities

Clarify your Offer with a Community

Users provide constant testing and feedback

Add, Improve or Change constantly

Users co-create value with Producers

Elements of Success in DigitalEvolve and Adapt

Clear Purpose

Tools Ecosystem

Content

Events

Work It!

THANK YOU #Netprophet

Lunchtime!!DaveDuarte.co.za

Twitter.com/DaveDuarte