Simon Digital Marketing Presentation

parneet gosaldigital marketer

blog: parneetg.wordpress.com | twitter: @parneetg | LI: /in/parneetgosal

november 2009

digital marketing is about understanding alternative reward systems and currencies

mycoke rewards

customer loyalty campaign buy coke, enter code, collect points redeem for free product, sweepstakes and

magazine subscriptions

paranormal activity

indie horror flick with viral marketing campaign

marketed via WOM – youtube, facebook, eventful.com and individual microblogs

production cost = <15k; grossed = $100MM

digital marketing is about understanding alternative reward systems and currencies

…Cont’d

barack obama’s presidential campaign

first wired, networked, open source political campaign

MyBO.com launched by chris hughes 24/7 access, live streaming, viral tools

anyone can do it

boingboing.net features youtube videos posted by a kid lip-synching to the black eyed peas’ boom boom pow…recorded in apple’s nyc store.

flash mobs are occurring everywhere – from UPenn pillow fights to “i gotta feeling” in chicago.

digital marketing is about understanding alternative reward systems and currencies

…Cont’d

its not always about leading the herd. its about getting it right. first mover advantage is way overrated.

second life

3D metaverse by linden labs 1MM users, time spent trounces world of warcraft – the world’s most subscribed MMORPG limited # of premium subscriptions, possibility of taxation of virtual transactions

do you know anyone who’s using it today? me neither

components of digital marketing

website management

video

mobile strategy

email servicing & marketing

search engine optimization (SEO)

search engine marketing (SEM)community

blogs

analytics: search, web analytics, panel-based metrics

social media

1. website managementon-site strategy

• site strategy depends on the business model• good websites are user-focused, navigable, shareable, customizable and actionable• with a flexible content management system• users can get to it from SERPs (Search Engine Results Pages)

off-site strategy

. hulu has replicated it’s on-site experience on it’s youtube channel – in clips instead of full-length videos. as a competitor (albeit with a different business model than youtube), hulu also refuses to share any revenue with youtube by not placing any ads in it’s channel.

• circle of moms treats it’s facebook fan page as a mini website – it’s often hard to distinguish it from it’s real website.

2. search engine optimization (SEO)• SEO is the process of improving the volume and quality of traffic to a website from search

engines via “natural” or “organic” search results.

On-page SEO Off-page SEO Better Natural Page Rankings

• “facebook” was the #1 searched term on google over the past 4 weeks.

• wedding wire beats the knot at it’s own game.

• obama is tops for “failure”. stephen colbert no longer the “greatest living american”.

3. search engine marketing (SEM) & PPC campaigns

• facebook has turned display ad targeting into a science.

4. social media• entrenched sites are beginning to catch-up with APIs and third party innovators e.g. twitter lists

allow users to create lists of people others can follow with one-click.

• business is going where the consumer is.• the search for viral content is sparking innovation.

The Brazen Careerist – career advice for the 20 something

how you can make it work for you – straight from chris broganmake your own game

build your tribe

establish trust

how you can make it work for you – the basicslinkedin

blog, even if you’re shy

industry meet-ups, tweetups

subscribe to feeds

monitor what’s being said about you

tweet it up

flaunt your credentials

make genuine but calculated commentary