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The Digital & Social Marke2ng Environment or How we lost the funnel! June 20, 2014 Global Marketing Workshop for Academic Leaders June 18–20, 2014 • SUNY Global Center • New York City

The future of digital marketing for higher education

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Kurt Holstein is one of the most experienced and thoughtful digital marketing executives. He is painting a vivid picture at the INTEAD Global Marketing Workshop in New York of what effective personalized digital marketing looks like and shows great examples. He also gives a glimpse of the future capabilities and delivery channels of digital marketing.

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Page 1: The future of digital marketing for higher education

The  Digital  &  Social  Marke2ng  Environment    or  

 How  we  lost  the  funnel!    

June  20,  2014  

Global Marketing Workshop for Academic Leaders

June 18–20, 2014 • SUNY Global Center • New York City  

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Introduc)on

•  Kurt Holstein  President  Azoic  Ventures –  Cornell  ’82  Opera2ons  Research  &  Industrial  Engineering  –  Spent  16  years  at  P&G  in  Brand  Management  before  leaving  to  start  RoseOa  in  1998  –  Grew  RoseOa  from  two  employees  to  one  of  the  top  5  digital  agencies  in  the  US  with  

1,200+  Employees  –  Sold  RoseOa  to  Publicis  in  July  2011  for  $575mm  –  Re2red  for  3  months…was  bored  out  of  my  mind  –  Started  Azoic  Ventures  in  Nov  2011  as  an  early  stage  venture  fund.  11  investments  to  

date  –  Also  the  Marke2ng  Services  Advisor  to  AEA  Investors,  one  of  the  oldest  PE  firms  in  NYC  

with  $7.2B  under  management  

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What  We’ll  Cover  Today

1)  Discuss  how  digital  ini2ally  changed  marke2ng    

2)  Consumer  expecta2ons  in  a  digital  and  social  marke2ng  environment  

3)  How  mobile  and  tablet  devices  are  changing  the  user  experience  

4)  Where  we  are  headed  next  

 

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UNDERSTAND  HOW  DIGITAL  HAS  CHANGED  MARKETING  &  ADVERTISING    

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Wow..That’s  Really  Old  

1979  -­‐  Apple  II  Introduced  by  Steve  Job’s  &  Wosniack          1981  -­‐  IBM  introduces  it’s  first  PC          1983  -­‐  First  Compaq  “PORTABLE”    

1982    Kurt  Starts  as  an  Assistant  Brand  manager  at  P&G  

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Marke)ng 33.3%

GP 33.3%

COGS 33.3%

%  of  Net  Income  

Tradi)onal  CPG  Brand  Economics

0%  

20%  

40%  

60%  

80%  

100%  

50%  

10%  

40%  Promo2on  

Print/Radio  

TV  

Marke2ng    investments  and  programs  were  simple  and  narrowly  defined  

%  of  Marke2ng  Spend  

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• Search  (SEO/SEM)  • Banner  Ads  • Email  lists  

• e-­‐Commerce  Sites  • Microsites  • Blogs    • IM  Bots  

• Personalized  DM  • Desktop  Widgets  • Toolbars  • Template-­‐driven  emails  • Online  Points  Prgms  

Web  1.0 Advances in digital technology changed the way people interact with and experience a brand (late 1990’s – early 2000’s)

Awareness  &  Acquisi)on

Engagement   &  Conversion

Consumer  Rela)onship   &  Loyalty  Marke)ng

Digitally Enabled

“Top Down” Approach

Tradi2onal  Print,  TV,  PR  and  Radio  Ads  

FSCIs,  Circulars,  POS,  Catalogs  and  Call  Centers  

Direct  Mail,  email,  Frequent  Shopper  Cards  

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Digital  Marke)ng  Tac)cs  Evolved  Quickly  through  2010   Very rapid evolution from static “One Size Fits All” to dynamic digital marketing tool

Search • SEM  keywords   • Keyword  Op2miza2on  • AOribu2on  Models  • Image  search  • Video  in  search  

Web sites • Sta2c  web  pages  • Forums  • News  groups  • html  

• Dynamic  Web  pages  • Web  services  • Rich  Internet  Applica2ons  • Apps/Online  Tools  

Email • Image-­‐based  sta2c  emails  

• Template,  decision  rule  driven  dynamic  emails  

• Image  rich/video  embedded  

Ad Banners • Flat  sta2c  banner  ads   • Rich  media  ads  • Real  Time  Bidding  

Web 1.0 Web 2.0 Tactics:

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Community

Web  3.0:    Web  3.0    

Social  Communi2es  are  the  New  Major  Marke2ng  Channel  

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(percentages may not total 100% because of rounding)

Decrease  Increase   Stay  the  same  Social  media  

Mobile  

Online  video  Game  marke2ng  

Email  Sta2c  display  ads  

Direct  mail  

Radio  Outdoor  

Magazines  Telemarke2ng  Yellow  pages  Newspapers  

86%   11%   4%

84%   13%   3%

83%   15%   2%

83%   13%   4%

78%   19%   3%

73%   17%   11%

62%   23%   15%

21%   37%   42%

18%   41% 41%  

16%   49%   35%

15%   59%   26%

11%   49%   40%

11%   37%   53%

8%   29%   64%

6%   33%   61%

Search  engine  marke2ng  

Interac2ve  display  ads  

Increasing  effec2veness  

Declining  effec2veness  

Trad

i)on

al

Interac)ve

Source:  Forrester  Research  US  Interac2ve  Marketer  Online  Survey  n=235  Marketers  

Social Media and other interactive marketing channels are expected to show the greatest increase in marketing effectiveness over the next 3 years.

Market  Dynamic

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CONSUMERS  EXPECTATIONS  in  a  DIGITAL  &  SOCIAL  ENVIRONMENT    

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•  Is  your  program  personalized  for  your  audience  based  on  their  preferences?  

Personalized  

•  Does  your  program  engage  and  add  value  to  your  audience?  

Engaging  

•  Are  you  leveraging  digital  technologies  for  real-­‐2me  communica2ons  and  connec2ons  with  your  brand?    

Real  Time  

•  Do  you  allow  your  audience  to  par2cipate  in  and  contribute  to  marke2ng  ac2vi2es?  

Par2cipatory  

•  Are  you  providing  value  and  u2lity  to  your  audience  beyond  your  product  aOributes?  

Useful  

5  Ways  To  Be  Compe22ve  within  Digital  Marke2ng  

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PERSONALIZED, REAL TIME, TECHNOLOGY ENABLED, HELPFUL

Domino’s  shows  you  the  real-­‐2me  status  of  your  custom  built  pizza,  from  order  to  delivery

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PERSONALIZED, REAL TIME, TECHNOLOGY ENABLED, HELPFUL

Domino’s  shows  you  the  real-­‐2me  status  of  your  custom  built  pizza,  from  order  to  delivery

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PARTICIPATORY

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PARTICIPATORY

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REAL TIME, ENGAGING

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REAL TIME, ENGAGING

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Personalized

Engaging

Real  Time

Par)cipatory

Useful

ü  

ü  

ü  

 ?  

ü  

REAL TIME, PRODUCT PERSONALIZATION TOOL www.mykleenextissue.com

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www.shaveeverywhere.com  became  the  #1  seller  in  Personal  Grooming  category  on  Amazon.com  for  the  first  two  months  aver  campaign  launch.  

ENTERTAINING?

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•  Does  your  program  align  itself  with  a  philanthropic  purpose  and  invite  your  audience  to  give  back  to  a  larger  cause?  

Socially  Conscious  

•  How  are  you  using  digital  technologies  to  help  service  your  audience  needs?  

Helpful  

•  Does  your  program  allow  for  interac2ons  between  your  audience  and  their  community?  

Social  Interac2ons  

•  How  does  your  marke2ng  program  influence  the  product  development  process?  

Product  Development  

•  Your  audience  will  pay  for  good  content,  are  you  providing  it  to  them?  Content  

5  Ways  To  Be  Compe22ve  in  Social  Marke2ng  

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Within 48 hours of the Haiti earthquake the app was built and available

REAL TIME

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The  Obama  campaign  in  2008  generated  a  massive  stream  of  mo2va2ng,  engaging  content  that  they  successfully  distributed  across  email  and  social  media  plaxorms;  YouTube,  TwiOer  and  Facebook  and  their  own  websites  

SOCIAL – CONTENT is KEY!

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By  the  2012  campaign  in  2012  Obama  used  Facebook  as  it’s  primary  plaxorm  to  engage  volunteers  

SOCIAL – CONTENT is KEY!

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The  engagement  results  were  DRAMATICALLY  different!  

SOCIAL – CONTENT is KEY!

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Obama  averaged  almost  20mm  YouTube  views  over  4  weeks  leading  up  to  the  elec2on  and  WON  with  only  61mm  total  votes    

SOCIAL – CONTENT is KEY!

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Goal: Help BOTH the Consumer (save money) and the Brand (make money)

PERSONALIZED, HELPFUL AND PROFITABLE!

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Engaging

Real  Time

Par)cipatory

Useful

ü  

ü  

ü  

ü  

Personalized

ü  

PERSONALIZED, REAL TIME, HELPFUL

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HOW  MOBILE  &  TABLETS  DEVICES  ARE  CHANGING  THE  USER  EXPERIENCE    

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The  Mobile  Explosion  

Consumer mobile device penetration increased 10x in the last two years

-- Manhattan Research

2013

The year when the number of Mobile internet users SURPASSED the number of Desktop internet users. 

--"Internet Trends," Morgan Stanley.

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US  Smartphone  Adop2on  is  Entering  the  Late  Majority  Phase    

source:  Horace  Dediu.  Asymco  

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Size  Really  Does  MaXer!

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Where  are  we  Headed?  Wearable  technology  that  extend  the  reach  of  brand  marke2ng  and  interac2ons  to  your  body    

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Flexible  Displays  

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Wearable  Technology  

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PERSONALIZED, HELPFUL

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PERSONALIZED, HELPFUL

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Final  Thoughts    

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CONFIDENTIAL

© 2007 Rosetta 42

DILBERT   BY  SCOTT  ADAMS  

Final  Thoughts?

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Technology  will  con2nue  to  change  our  lives    

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The  Future  will  be  very  cool!