Post on 20-Aug-2015
Earned media “the result”
Paid media“the catalyst”
Owned media
“the portable brand”
The Digital Media Model – Not “New Media”
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Generic Online Ad SpendingSearch
Portals
Top Publishers
NetworksSocial Media,
Widgets, Mobile, Virtual Worlds
SpecialtyWebsites
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Pricing
CPM – cost per thousand impressions– 100,000 impressions @ $10 CPM = $1,000
CPC – cost per click– 200 clicks @ $5 CPC = $1,000
CPL – cost per lead– 25 leads @ $40 CPL = $1,000
CPA – cost per acquisition– 10 sales @ $100 CPA = $1,000
Branding
DirectResponse
HighQuality
Low Quality
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Paid Search
• Ads that appear contextually via search queries on the main search engines
• Pay per click (PPC) –historically efficient use of media dollars
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Text Display
• Contextual Facebook / YouTube text ads / LinkedIn
• Contextual mobile app ads
• Best-performing non-”paid search” media
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Display Media
• Static and rich-media banner ads
• Direct Response + Branding
• Banners work best within the context of a display + paid search campaign
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Online Video
• Video Pre-Roll yields a significant CTR– Editing of pre-existing video
content– Animation using display
display assets
• :15 and :30 spots can run in front of YouTube, Hulu and other video heavy sites (i.e. CNN.com, ABC.com, etc.)
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Offline Digital• Digital Out-of-Home
– Display creative (banners) would be leveraged across DOOH platforms
• Digital Billboards• Digital Display
– Coffee shops, supermarket check-outs, gas stations
• In-store Video Advertising– In-Store, Closed-Circuit
Television (Walmart TV, Home Depot)
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Email Drops
• Publisher Email Drops
• Email re-contact for up-selling program benefits (re-targeting)
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Offline/Online Integration
• Incorporate interactive into traditional “offline” media– Integrate “Text for more info” call to action
• Radio– Traffic updates
– Events
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Social Media• Social media will
further integrate with multiple types of organizations:– Increased customer
service– Tightly target
audiences based on social media activity
– Help users interact more with the brand and its offerings
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Online Influencer Outreach• Reach out to influential individuals who are more likely to write / talk
about brands
• Online – Influential bloggers / twitters / podcasters
• Offline/Online – Posters sent to offline influencers with online interactive (text for more info)– Free clinics, churches, employment agencies, green organizations, etc.
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Search Engine Optimization• Improving the volume and quality of traffic to a Web
site from search engines via "organic" search results for targeted keywords
• The higher a Web site ranks, the greater the chance that it will be visited by users
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Websites
• Principal home of brand messaging– The Website is the principal piece of customer
interaction architecture• As important as physical architecture
– Users will quickly assess their opinions of brands based upon their interaction with the Website
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Social Media (again)• Large number of users &
pageviews• Lots of information about
users• Customizable pages - apps• Privacy concerns• Drive users between social
media pages and multiple online properties
• Further extend the brand’s look and feel
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Mobile• SMS• MMS• Screensavers• Ringbacks• RFID• Location-based services• Geocaching• iPhones, Androids and
Tablets (oh my)
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Metrics – New & Improved
• What matters most?– Interaction or Engagement?– Engagement or Enchantment?– Enchantment or Enjoyment?– Interaction with customers
• Beyond the click– New metrics allow us to ore accurately and
thoroughly how customers are interacting with ads and social media through advanced tools.
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Futurecast• Technological leaps occur at increasingly smaller
intervals .– Moore’s Law predicts that technology “doubles”
every 18-24 months.
• This exponential doubling will drive emerging technologies forward until at least 2015 (and possibly beyond).
• Customers’ experiences with utilities will carry across multiple channels as users continue to interact among themselves in shaping a utility’s image and reputation.
• Utilities will find themselves blindsided by the technological advances as policy requirements mandate increased monitoring of and interaction with energy use.
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Tablets• Top 10 tablets for 2011:
– #1: iPad remains on top. The factors that keep it on top include it’s usability, battery life, massive catalog of apps, and the price.
– #2—HP TouchPad– #3—The Amazon Tablet– #? – Motorola Xoom
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Cloud Computing• Cloud computing is an increasingly broad
topic that encompasses everything from:– Google Apps to data center services– virtualization to software– infrastructure- and platform-as-a service.
• Nevertheless, cloud adoption remains in the single digits amid security concerns.
• Key players include: – IBM, HP, Google, Microsoft, Amazon Web
Services, Salesforce.com, NetSuite, VMware as well as dozens of others.
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Popular Apps• Popular Apps
– Foursquare and other Location-based services (LBS)
– Dropbox—upload photos & video in bulk, import files from Mail, Word and other apps, and chose folders to save them to.
– Angry Birds/Tiny Wings—game with different levels, objective is to get rid of pigs by shooting different birds at them.
– Fahrenheit—Weather and Temperature on your Home Screen. displays the current temperature as an icon badge.
– Words with Friends
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RFIDs
• RFID technology will allow people to use their mobile phones to quickly pay for small transactions by swiping their phone near a payment base
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New Realities
• Smartphone omnipresence
• End of mass reach vehicles
• Marketing = content
• Death of “digital” – digital is everywhere
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