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1 Digitaalisen markkinointiviestinnän mahdollisuudet (ja sudenkuopat) Antti Leino Interactive producer / advisor SYKSY 2009 thanks to Sami Salmenkivi for several slides

VPK24 2009 Digital Marketing

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Esitys Viestintäpäällikön koulutusohjelmassa aiheesta Digitaalinen markkinointiviestintä syksyllä 2009. Kiitos Sami Salmenkivelle useista kalvoista ja ajatuksista.

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Page 1: VPK24 2009 Digital Marketing

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Digitaalisen markkinointiviestinnän mahdollisuudet(ja sudenkuopat)

Antti Leino

Interactive producer / advisor

SYKSY 2009thanks to Sami Salmenkivi for several slides

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Internetistä tulossa tärkein media

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Internet on 4 -vuotias!

26 m

illio

n

1 bi

llion

1 tr

illio

n

http://googleblog.blogspot.com/2008/07/we-knew-web-was-big.htmlhttp://googleblog.blogspot.com/2005/09/we-wanted-something-special-for-our.htmlhttp://googleblog.blogspot.com/2004/11/googles-index-nearly-doubles.html

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• Microprocessors • Storage technologies

• Telecommunications • Development tools

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Trends in consumer behaviour

Consumers will take control to fast forward, skip, or delete.

Market segments are defined by needs and preferences.

Consumer are content providers - personal blogs, sharing videos, photos and illustrations, giving comments and spending time in virtual worlds

Multiple consumer touchpoints.

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Digitaalisuudessa ei ole kyseteknologiasta vaan siitä miten

teknologian suomat mahdollisuudet muokkaavat käyttäytymistapojamme

kuluttaa viestejä, jaella viestejä ja luoda omia viestejä.

"

"

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Tekniikka- lähtöinen

Käytettävyys-lähtöinen

Luovuus- lähtöinen

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Ihmis- lähtöinen

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Digital Opportunities

Search Engine Optimization

Mash -ups

Newspaper andMagazines Online

eCommerce

Local Classifieds

Auction Sites

IM/ChatSMS

Mobile PhotoMessaging

Mobile VideoMessaging

GPS Advertising

Bluecasting

Mobile TVBlogs

Moblogs Vlogs

RSS

RSS Readers

PodcastsMetablogs

Social Networking

Social News

Media Sharing

Wikis

Wikitorials

Streaming Video

Webcasts

VOD

RadioOn-demand

Broadband TVNetworksIPTV

Communities

Paid MusicDownloads

Paid Video Downloads

Ringtones

Peer -to-Peer

Consumer -generated Video

Consumer -generated Audio

Casual Gaming

Online Gambling Gaming Subscriptions

MassivelyMultiplayer Gaming

MMPG Marketplaces Gaming Network

Head -to-HeadOnline Gaming

Metasearch Shopping Search

Video SearchVoice SearchPaid SearchSMS Search

Local Search

Metatagging

Social Bookmarking

Social Search

Blog SearchGamingPublishing

Corporate Webprise

Email

Streaming Content

Newsgroups

P2P File Sharing

Personal Web Pages

Search Engines

ERP

CRM

E-tail

Exhibit II – Digital Opportunities

The Internet

Search Engine Optimization

Mash -ups

Newspaper andMagazines Online

eCommerce

Local Classifieds

Auction Sites

IM/ChatSMS

Mobile PhotoMessaging

Mobile VideoMessaging

GPS Advertising

Bluecasting

Mobile TVBlogs

Moblogs Vlogs

RSS

RSS Readers

PodcastsMetablogs

Social Networking

Social News

Media Sharing

Wikis

Wikitorials

Streaming Video

Webcasts

VOD

RadioOn-demand

Broadband TVNetworksIPTV

Communities

Paid MusicDownloads

Paid Video Downloads

Ringtones

Peer -to-Peer

Consumer -generated Video

Consumer -generated Audio

Casual Gaming

Online Gambling Gaming Subscriptions

MassivelyMultiplayer Gaming

MMPG Marketplaces Gaming Network

Head -to-HeadOnline Gaming

Metasearch Shopping Search

Video SearchVoice SearchPaid SearchSMS Search

Local Search

Metatagging

Social Bookmarking

Social Search

Blog SearchGamingPublishing

Corporate Webprise

Email

Streaming Content

Newsgroups

P2P File Sharing

Personal Web Pages

Search Engines

ERP

CRM

E-tail

Exhibit II – Digital Opportunities

The Internet

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Marketing is a service.

1

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“Play” vs. “Search”

SEARCHINFORMATION

PLAY

KEY ISSUES:• Experiences• Entertainment• Surprises• Appealing to feelings• Branding

KEY ISSUES:• Usability• Logicality• Rapid response• Rationality• Branding

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Inform Activate Engage

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Objectives: activating and engaging consumers

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Objectives: Informing consumers

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Objectives: informing, activating, engaging consumers

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Consumers create?

2

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Taustakuva: springm

Willigness and tools.Willigness and tools.

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Willingness = audienceWillingness = audience

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1

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50duncan davidson

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10000

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Yhteisön luomisen muistisääntöjä

• Vanhankansan viisaus verkossa osallistumisesta menee jokseenkin näin– 1% osallistuu sisällön tuottamiseen– 10% osallistuu kommentointeihin ja arvioihin– 89% kuluttaa

• Forresterin kyselytutkimukset jakaa käyttäjät osallistumisen mukaan– 13% luo sisältöä– 19% osallistuu blogien kommentoinneilla ja arvosteluilla– 15% keräilee rss-syötteitä ja merkitsee sivuja del.icio.us tai technorati -palveluilla– 19% liittyy sosiaalisen median yhteisöihin– 33% kuluttaa lukemalla blogeja, katsomalla videoita, podcasteja– 52% ei osallistu lainkaan sosiaalisiin medioihin

• Viisi vihjettä osallistumisen suunnitteluun:– Ymmärrä kohderyhmäsi sosiaalisen median käyttöprofiili– Kartoita käyttäjien osallistumistavat – nyt ja tulevaisuudessa– Luo useita osallistumispisteitä– Tee luomisesta ja osallistumisesta helppoa ja nopeaa– Varustaudu osallistumisen tuomaan avoimuuteen ja kritiikkiin

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If you challenge people to create, do it right.

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Mercedes: integrate content from enthusiasts

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Tripadvisor: Ratings by clients http://www.tripadvisor.com/

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Decentralized marketing communication

3

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PERINTEINEN MAINONTA

Yritys-viesti

TV

Printti

Radio

Kauppa

PERINTEINEN WEBMAINONTA

Yritys-sivut

Kauppa sisältö-yhteisty ö

hakusana -mainonta

mainonta

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Yritys-jatuotesivut

24/7VERKOSTO

Embeddable content

Widgets and Applications

verkostoi-tumis-

palvelut

Social networks

displaymainonta

displaymainonta

displaymainonta

Display advertising

RSS-feeds

Social bookmarking

kampanjasivut

displaymainonta

Campaign sites

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BanneriBanneri NettisivutNettisivutMediaMedia

InterestInterest DesireDesireAwarenessAwareness InterestInterest

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Internet is not a medium. It’s a platform, on which brands should build long term, non-linear ecosystem.

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Likeability:Added value to customers log-term

Cost efficiency:People as the media

OwnedmediaOwnedmedia

EarnedmediaEarnedmedia

Risk management: - traffic - awareness - critical mass

(advertising)

BoughtmediaBoughtmedia

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(1) Centralized

(2) De-centralized

(3) Distributed

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1332%1332%

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Marketing is based on earned media optimized bits

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Transmedia Storytelling.

4

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Interesting stories are culturally relevant and get passed on from person to person.

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You alone are not telling the story.

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Trans-media StorytellingInteresting stories are culturally relevant

and get passed on from person to person.

Long term - non-linear

Digital heart

Earned media optimized reactive bits

Own media geared for adding value

Media used as a vehicle to carry the story forward

Each medium has a pre-set role

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TV-Ensi-iltaBig Brother, UK,

1 näytös

Cadbury Gorillan sosiaalisen median katsojaluvut

Spooffit ilmestyy

Gorilla Facebook groupit

Blogit “löytävät” spooffit

n. 5 000 000 sosiaalisen median katselua

Source: 1000heads

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TV-ensi-ilta

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Media used as a vehicle to carry the story forward, each medium has a pre-set role

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Think. How to utilize all opportunities?

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Social Media Manager?

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Future is mobile

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Mobile: 7th massmedia

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Final thoughts

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Digital marketing objectives

•Save

•Sell

•Serve

•Speak

•Sizzle

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Digital marketing benefits

•Speed

•24/7

•Reach

•Targeting

•Interactive

•Measurable

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Digital marketer rules

• Content is a king

• Contact is even more king

• Response is a message, not the medium

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Thank you!Antti Leinocv: www.linkedin.com/in/anttileinofollow me: www.twitter.com/anttileinoinquiries: www.lowreality.comblog: lowreality.blogspot.com