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Silver Sponsors
Integrating Web and Mobileinto your Marketing Mix
By Dave Duarte
Internet & Mobile are HUGE in SA!
Mobile Phones > Taxis + TVs + Radios
SA no. 6 in Mobile Web Access Globally (Opera)
“The Cables are coming” - @art2gee
...Besides the many benefits
Momentum
Measurability
Direct ROI
StickinessImmediacy
Reach
Digital Marketing can beIntrusive and Annoying
Industrial Economy Campaign Value
VBig upfront production
Start picking outfits for the Loeries
Keep the campaign as long as possible to recoup large upfront
investment
Lots of Meetings to ensure viability of idea
Test it out on a few users before launching into the open market
Big Idea
Careful placement on the biggest channels
$
Print Recordings Cinema Radio Television Internet Web 2.0 Mobile
Content Attention
Mass Media
Print Recordings Cinema Radio Television Internet Web 2.0 Mobile
Content Attention
Industrial Economy Attention Economy
Print Recordings Cinema Radio Television Internet Web 2.0 Mobile
Content Attention
Industrial Economy
Publishers, Advertisers and Producers have the power
Attention Economy
People, Geeks and Marketers have the power
Print Recordings Cinema Radio Television Internet Web 2.0 Mobile
Content Attention
Print Recordings Cinema Radio Television Internet Web 2.0 Mobile
Content Attention
Print Recordings Cinema Radio Television Internet Web 2.0 Mobile
Content Attention
Industrial Economy
Keyword for Marketers:Prevalence
Attention Economy
Keyword for Marketers:Relevance
Fact:
Annoying and Intrusive Marketing Doesn’t Work
Print Recordings Cinema Radio Television Internet Web 2.0 Mobile
Content Attention
Print Recordings Cinema Radio Television Internet Web 2.0 Mobile
Content Attention
Know who’s in charge
Web SearchUsers Establish Context
Marketers are Prepared for this moment!
Mobile Web Search
Click to Call
Monetizing Attention + Intention
Efficacy correlates with User Control
Fact:
The Best Digital Marketingis Useful, Relevant and Timely
ATTENTION PROFILING
}Browse
Connect
Read
Say
Attention Economy Campaign Value
www Campaign and Product is
publicized by lead users in relevant
communities
Clarify your Offer with a Community
Users provide constant testing and feedback
Add, Improve or Change constantly
Users co-create value with Producers
Elements of Success in DigitalEvolve and Adapt
Clear Purpose
Tools Ecosystem
Content
Events
Work It!
THANK YOU #Netprophet
Lunchtime!!DaveDuarte.co.za
Twitter.com/DaveDuarte
