Marketech 08: Using Emerging Media in Marketing – AMA Members-Only Webcast Today's service industry organizations depend on deeper and more relevant customer connections to drive loyalty, retention, referrals and reactivation within their coveted client base. These companies don't just need technology; however, they need a systems perspective on how to integrate the ever changing world of social media, social networking and Web 2.0 into their core business infrastructure to meet their customers in their medium, now and in the future. Register now to discover: * 2008 Emerging Media Vehicles * How to Use New Media Vehicles to Your Advantage * The Latest Internet & Marketing Technologies that can Impact Your 2008 Marketing Plans
- 1. MARKETECH 08 American Marketing Association Members Only
Webcast December 6, 2007 Also see the PDF Guide: Market ech
08:Using Emerging Media in Marketing Updates at: www.mtg08.com
2. AMA | Marketech 08
- Marketing technologies and concepts for 2008
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- Social media optimization
- Check outwww.mtg08.comfor ongoing updates
3. Market ech 08 Guide
- Check out the Marketech 08 PDF guide to 2008s most viable
marketing technologies
- Keep pace with the updates at: www.mtg08.com
4. Marketech 08 Technology changes, humans dont. 5.
WhereEverythingIs Headed 2006 2050? Digital Non-Digital Today
Source: Google 1996 6. 7. Market rends 08 | Where Are Users
Online?
- 75% of peopledon't believe that companies tell the truthin
advertisements. (Yankelovich)
- 62% of consumersread consumer-written product reviewson the
Internet. (Deloitte & Touche)
- 43% of retailers have reviews double in one year(Marketing
Sherpa, February 2007)
- RSS study: Burpee measured a43% higher click through on RSS
feedswith reviews than without. (Burpee)
- 26% of Search Results Link to Consumer Generated
Content(Nielsen BuzzMetrics)
- Facebook:Users have grown by nearly 300 percent to 18.5 million
since last July . Half those users log in every day--making
Facebook about eight times better read than the New York Times.
(2/07)
8. Social Media Mining
- Success with marketing technology predicated on a successful
customer listening strategy getting ROI return on influence
- Always listen before engaging (blogging, video, anything)
- DIY build expertise in-house (see left) or outsource - Nielsen,
Umbria, Cymphony, others (see resources)
- Whats next: New measurement attributes, Unstructured data
mining, CGM growth, Text mining & intelligence
9. Social Media Mining >> Where to Look 10. Online
Video
- 2008 represents a mass-market benchmark
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- more than 50% of the US population - 155.2 million people -
will watch video online.
-
- How this audience reacts to online video advertising will
ultimately shapethe format (eMarketer)
11. Convergence of Radio, TV & Video
- The "Digital Video Barometer" survey of more than 270 industry
executives find that:
-
- 90% believe that Internet distribution will account for at
least 40% of all video content by 2012.
-
- 23% believe the Internet will account for 60% of content
while
-
- 9% think that the Internet will have 80% of video share.
- 66% thought TV would have at least60% of all video consumption
infive years.
- "Most of the dollars are going to gointo television even then,"
said PeterWinkler, chief marketing officerat Teletrax.
12. Widgets & Gadgets
- Small applications that meet specific needs
- Backed by high value data source
- Brings your assets to a customers desktop / homepage /
website
- Cannot standalone needs marketing seeding support
13. Widgets & Gadgets 14. Universal Search Micro-content
- Holistic view of search and content
- Includes all content sources (no silos)
- Diminish the supremacy of web page search
- Could increase importance of vertical search
15. Long Tail of Digital Asset Demand 100% of Assets Thousands
of products (SKUs) & brand messages Demand 16. Types of Assets
More Than You Think? Example: Technology Companys AssetsExample:
Technology Company14Brand families 12,732 Products and services6
Broad go-to-market themes 42 Industry solutions 6.1MM Web
pages349Case studies 1,942Product data sheets 431 White papers 109
Webcasts 31,000 Press articles 219 Events with presence 13 Major
sponsorships 432 Active employee blogs 395 Print ads 17 TV spots
421 Major global partners 227HR initiatives 28 Languages More 17.
Blogging (Transparency)
- STILL a hot topic for marketers
- >10%enrich content and90%consume it
- Leverage CGM for marketing
21. Virtual Online Events
- Add value without the travel
- Clean data collection & web 2.0 integration
- Leverage assets for SMO and U-Search
22. Honorable Mentions: 2008Marketing Technology PODCASTING
While podcasting is a high profile marketing technology, it is very
much like blogs, and the metaphors of blogging, mixed with the
metaphors from radio apply to the medium.Look for more from this
medium as we reach ubiquity with mobile phones that thoroughly
integrate music and data storage into them, and as radio stations
around the country, still stuck in a 1960s model, get with the
program and start offering more of their content in podcast mode.
MASHUP A mashup isnt so much something that a marketer would
produce as much as your fans and customers would product on your
behalf.The key to allowing your customers to create mashups on your
behalf is to open up data such as a directory or something similar
of worthwhile information that can be combine with something else
to create a valuable web based tool (like a widget) 23. Honorable
Mentions: 2008Marketing Technology MOBILE MARKETING The major
problem that mobile marketing faces is one of acceptance.75% of
adults surveyed have no interest in receiving marketing messages on
the mobile phones.Mobile marketing is almost always combined with
another promotion or integrated marketing vehicle, such as an
in-store contest, television or radio ad, pass along viral MMS
video or something that requires an SMS message interaction to
engage in the marketing message.Mobile marketing or marketing with
SMS is popular, and is poised for growth in 2008, but it has not
yet reached critical mass in the USVIRTUAL WORLDS, SECOND LIFE,
AVATARS In this case, the fiction has predicted a major new
paradigm where interactive marketing is concerned. Businesses and
individuals are looking towards Second Life as a new medium to grab
attention and promote their products and themselves. Wells Fargo
Bank, Sun Microsystems, Coca-Cola, and Toyota have all started
building stuff and doing stuff in Second Life as a method for
marketing themselves online. In August, Susanne Vega became the
firstmusician toperform a liveconcert in SLspace, throughher
avatar. 24. Web 3.0 for Marketers
- Open authorship, wiki-base community
- Personas are thenew target markets
- Device agnostic marketing experience
- Search behavior is second nature
- Marketing has always been unplugged
- Virtual reality has always been available when the real thing
failed
- Brands autobiography written in real time
25. Market ech 08 Guide
- Check out the Marketech 08 PDF guide to 2008s most viable
marketing technologies
- Keep pace with the updates at: www.mtg08.com
26. MARKETECH 08 DISCUSSION Q&A Also see the PDF Guide:
Market ech 08:Using Emerging Media in Marketing Updates at:
www.mtg08.com
