Post on 28-Oct-2014
description
Future Trends in Digital Marketing
Robert Philips, Digital StrategistBurson-Marsteller
Who is in control?Who is in control?
“The power is with the consumer. Consumers are beginning, in a very real sense, to own
our brands and participate in their creation. We need to begin to learn to let it
go…”
- A.G. Lafley, CEO, P&G Company
“The power is with the consumer. Consumers are beginning, in a very real sense, to own
our brands and participate in their creation. We need to begin to learn to let it
go…”
- A.G. Lafley, CEO, P&G Company
Dawn of the Dialog Age
Eras of Communication
Merchant to Customer
(pre-1930’s)
MassMarketing(1930-present)
DialogAge
(present-?)
Depth: DeepBreadth: Narrow
Depth: ShallowBreadth: Broad
Depth: DeepBreadth: Broad
We AreHere
Scott AndersonHewlett-Packard
Way Back Yesterday Now
Media
Individual
RadioTVNewspapers
Media
Individual
TV RemoteInternetE-mail
Media
Individual
Search EnginesBlogsTIVO
Social Networks
21st Century Economy
=
The exponential power of Internet influencers :
=
20th Century Economy
Forrester Research and Intelliseek
Trust Somewhat Trust “completely”
0 20 40 60 80 100
Text ads on mobile phones
Online banner ads
Product Placements
Ads before movies
Search engine ads
Brand sponsorships
Radio
TV
Magazine
Newspaper
Consumer opinions posted online
Email I signed up for
Brand Web sites
Recommendations from consumers
As a Result• Digital marketing is greatly increasing, while traditional marketing is decreasing. • Many of the popular digital marketing channels (YouTube, Google, Facebook) provide special opportunities for nonprofits
Video is Leading the Way• Marketers are bypassing televisions in the hopes of create the next viral video sensation.• For nonprofit organizations, online videos can be a very effective way to help gain online exposure.
Websites• Websites can no longer be a static e-brochures.• Open source tools have leveled the playing field for Websites. • Nonprofit organizations can position their Web sites as an online destination for volunteers, donors, media, policy makers and other target audiences.
Note strong calls to donate, participate and help raise awareness
Mobile, Mobile, Mobile
Recent Past• Mobile Websites were typically reserved for large online publishers
Today• iPhones and Blackberries are cheaper and greatly increasing the # of visitors accessing mobile
sites.• Technology via new CMS is making it easier to produce mobile sites.
Growing Your Online Presence• The online environment is becoming very decentralized.• Having a Website as your online presence is no longer sufficient.• Organizations, including nonprofits, need to evaluate and perhaps establish its presence on social media sites.
Will the future online environment follow
Skittles lead?
Search Engine Optimization
Past • Keyword Stuffing• Rampant Link Exchanges• Strategic Keyword Placement
Today• Quality Content• Fierce Competition
Future• Online “Hubs”
Search engines – modern newspaper front page
Growing Your Online PresenceRaising Awareness
• Facebook• YouTube• Flickr• Wikipedia• Twitter• Now Public
• Raising Funds• Network for Good• Neon Fundraising• Good Search
Social Networking SitesPast
• Younger audience• More limited competition• Simpler functionality/tools
Today & the Future• Attract wider range of ages which will continue to grow• Fierce competition• Widely utilized by nonprofit organizations and causes
Facebook’s growth has been monumental, but will
it last?
Online Media Relations
Past • Press Releases• Media Events• Pitching Journalists• Daily Media Monitoring
Today & Future• Social Media Press Releases • Online Media Events• Daily Social Media Monitoring
AP is now including online events in their day books.
Questions and Panel Discussion