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Pärnu Turunduskonverents 2009 Craig Hanna Econsultancy
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13.05.2009
1
Selling e-marketing to the board
7th May 2009
Trainer/s: Craig Hanna
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13.05.2009
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Digital - an extensive mix!
| 4
The fog of digital marketing
�As we know, there are known knowns. There are things we know we know.
We also know there are known unknowns. That is to say we know there are some things we do not know.
But there are also unknown unknowns, the ones we don�t know we don�t know.�
Donald Rumsfeld,
former Secretary of Defence, USA
Digital is much more than just a marketing channel
It�s a new way of thinkingIt provides the potential to communicate in a completely different wayIt offers the potential for new business models and added value servicesIt will drive growth and innovation for most companies over the next decade
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Consumers are certainly embracing itESTONIA�854,600 Internet users as of Dec/08, 65.4% penetration, per ITU. �277,800 Internet broadband connections as of Nov/08
POLAND�20,020,362 Internet users as of Nov/08, 52.0% penetration�3,427,600 Internet broadband connections as of Nov/08
LATVIA�1,324,800 Internet users as of Mar./08, 59.0% penetration�248,711 Internet broadband connections as of March/07
Your competitors and future competitors are embracing it
New business models are emerging
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http://www.go2web20.net/
A new customer is emerging that wants different things
OLD NEWInterruption EngagementTargeting PermissionBroadcast CustomisationPassive InteractivePush Pull
We need to treat them differently
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Out with consumer 1.0
�Strapped to a chair, fed content,
craps cash.�Christopher J. Alden CEO Rojo
In with consumer 2.0
User
Participant
Connector
SalesmanCustomer
Audience
Am I the only one to think so?
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�[As a CMO], you�re not going to get shot or fired if you invest a little more money in the digital area.�
--Sir Martin Sorrell
How do we get the board (and the reset of the company) onboard
Digital is a business change issue
Evolve or die
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Digital is a strategic issue not an opinion
EducateInnovateChallengeTest
Organise demonstrations
Organise training
Create a learning resource
�centralised RSS feeds
Monthly briefings
EducateInnovateChallengeTest
Good ideas always shine throughThink differently
�Where is the value in your business�Don�t just do what you do offline � online�Keywords to consider�community, tracking, sharing, data, metadata, archive, services, money
Persistently put well thought out and researched ideas forward
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EducateInnovateChallengeTest
People default to their comfort zone
Create working groups
Mobilize the digital champions
EducateInnovateChallengeTest
Digital is the art of losing money slowly
Then making it quickly
�Iterate.
Don�t pontificate.�
--Rishad Tobaccowala, Denuo
�If something works, build it, and if it doesn�t, kill it.�
--Paul Maidment, Forbes.com
�Trying is the first step towards failure.�
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Thank you for your time
Twitter: cragster
E-mail: [email protected]
Web: http://econsultancy.com
Find business cases for most major channels on our website
