Dana VanDen Heuvel | The MarketingSavant Groupdana@danavan.net | www.marketingsavant.com

Dana VanDen HeuvelThe MarketingSavant GroupDana is the founder of The MarketingSavant Group and a widely recognized specialist in emerging marketing technologies such as blogging, social media, RSS, Internet communities and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana is the creator of the American Marketing Association TechnoMarketing training series and the author of the AMA Marketech 08 guide to marketing technology.

Marketech 08Marketing has not fundamentally changed since the creation on the marketing concept and our branching out as a child of modern economic theory. What has changed is how we, as marketers, talk with our customers and the tools, techniques and especially the technologies that we employ in those conversations.This guide is meant to serve as an overview of the marketing technologies available to you, the seasoned marketer. Weve provided you with the most accessible and actionable tools in this guide.

Overview & Agenda9:00 // BeginOverview of TechnoMarketingWord-of-Mouth Marketing and the Power of CGM10:45 // BreakMining the Social Media Space for Customer IntelligenceCustomer CommunityOnline Video & VideobloggingBlogs, Podcasts and RSS Emerging TechnoMarketing tools (widgets, Twitter, etc)Putting it to work at in your organization12:30 // Lunch

EXPECTATIONS!What brought you here?What do you need to bring back?How will you know when you have it?What do you expect to DO?How should success LOOK, FEEL and SOUND?

*TO APPRECIATE NEW MARKETING: FIRST YOU HAVE TO UNDERSTAND WHATS BROKEN WITH TRADITIONAL MARKETING.

*TRADITIONAL MARKETING & ADVERTISINGADVERTISING CLUTTERMEDIA FRAGMENTATIONCONSUMERS TUNED OUTDOESNT SCALELESS EFFECTIVEMORE EXPENSIVELESS TRUSTEDLOWER ROI

*Crisis In Mass Marketing18%: Proportion of TV advertising campaigns generating positive ROI54 cents: Average return in sales for every $1 spent on advertising256%: The increase in TV advertising costs (CPM) in the past decade84%: Proportion of B2B marketing campaigns resulting in falling sales100%: The increase needed in advertising spend to add 1-2% in sales14%: Proportion of people who trust advertising information90%: Proportion of people who can skip TV ads who do skip TV ads80%: Market share of video recorders with ad skipping technology in 200895%: The failure rate for new product introductions117: The number of prime time TV spots in 2002 needed to reach 80% of adult population up from just 3 in 19653000: Number of advertising messages people are exposed to per day56%: Proportion of people who avoid buying products from companies who they think advertise too much65%: Proportion of people who believe that they are constantly bombarded with too much advertising69%: Proportion of people interested in technology or devices that enable them to skip or block advertising

WHATS CHANGED?

"We can't compete on price. We also can't compete on quality, features or service.

That leaves fraud, which I'd like you to call marketing."

Dilberts Bosscc 3.0, Megaqwerty

CONTENT

CONTEXT

CONNECTIONS

COMMUNITY

Marketing Into the FutureMarketing in the education, corporate, non-profit and small business environments is changing in ways that were just beginning to grasp.

The changes we see are taking shape on three fronts.

Technology Changes MarketingSocial mediaVideoWidgets & gadgetsMobile EverythingVirtual everythingUniversal searchWeb 2.0/3.0/4.0

Where Everything Is Headed20062050?DigitalNon-DigitalTodaySource: Google1996

The Revolution will not be televised ~ Gil Scott Heron

Information ProliferationMedia Fragmentation - Then, and Now1960Now6TV channels/home1308,400Magazines17,3004,400Radio stations13,500NoneInternet stations35,000 +NonePages on Google10 B +NoneBlogs150 M +

360 Digital Marketing World*Online MediaNewsCommunity sitesSpecial InterestPortalsEmaileNewsletterseCardseMailSocial ComputingWikisFolksonomySocial BookmarkingDigital DevicesPhonesDVR (Tivo)PDAsGame ConsolesMicrocastingVBlogsDigital RadioWebcastingPodcastingSyndicationReal Simple Syndication (RSS)Content PartnershipsConversationsBlogsListservsMessage BoardsChat Rooms/EventsIMText-messagingPhoto BlogsViral ContentWeb SitesPress Rooms w/RSSOnline AdvertisingGames & ContestsSearchKeyword MarketingBlog AggregatorsBlog Search EnginesSearch Engine OptimizationeAdvocacyManifestoseAlertsCitizen ActionMeetupsInfluencer outreachSource: Ogilvy

Social Behavior Changes MarketingSearchNetworkedLow-fidelityHierarchy of social needs

Social Hierarchy of NeedsAdapted by Amy Jo Kim - http://socialarchitect.typepad.com/

PhysiologicalFood clothing Shelter, health, System access, retain management of system identitySecurity and SafetyProtection from crimes and war, living in a just societyProtection from hacking and trolling, privacy, level playing fieldSocialAbility to give and receive love, belonging to a groupBelonging to a community as a whole, and swarms (subgroups)Self-esteemAbility to earn self respect, respect of others and ability to contributeAbility to contribute and be recognized for those contributionsSelf ActualizationDevelop skillsTake on new roles and new opportunities

Adapted by Amy Jo Kim - http://socialarchitect.typepad.com/

Building Blocks of the Social WebIdentityA way of uniquely identifying people in the system

Presence A way of knowing who is online, available or otherwise nearby

RelationshipsA way of describing how two users in the system are related

ConversationsA way of talking to other people through the system

GroupsA way of forming communities of interest

ReputationA way of knowing the status of other people in the system

SharingA way of sharing things that are meaningful to participants (like photos or videos) Gene Smith: http://www.atomiq.com

Focus on the Long TailReach out to the entire web

To the edges and not just to the centre, to the long tail and not the just the head

Leverage customer-self service e.g. Google, StumbleUpon, orkut

Harnessing Collective IntelligenceNetwork effects from user contribution are the key to market dominance in Web 2.0 era

The Wisdom of crowds

Users add value

Amazon, ebay - User reviews, similar items, most popular, Wikipedia content can be added/edited by any web user,Flickr tagging images Cloudmark Spam emails

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The New Economy of MarketingROI is within easy grasp (for you, and them!)Can your R&D keep up with your market?Transparency reduces cost

In the future, organizations will compete on:Who can create a rich user community where users interact with each other to improve products

Internet Business Models 5 Years Out Advertiser-Supported Advertising: Brands are increasingly launching their own content platforms. Some, like Budweiser's BudTV, go it alone. Others partner with online media properties. P&G, for example, embedded Capessa inside Yahoo Health. Advertiser-Subsidized Devices: Content is a commodity. The barriers to entry are obliterated. Still, this means we all need to make choices - human attention doesn't scale. So how do you get consumers to choose your stuff? Simple. Use incentives. Marketers will partner with consumer electronic companies to co-brand white-label gadgets. For example, a Gap-branded set-top box could come with exclusive video podcast subscriptions Just-in-Time Advertising: Digital advertising creative and planning, like any marketing discipline, follows an arc. It's planned, placed, measured and eventually evaluated, tweaked or tossed. However, in the digital world, brands need to be more nimble. With the help of new technology, marketers will rely on "just-in-time" campaigns that adapt to conditions. Ad creative will morph based on certain triggers. This will include sales/ERP data, blog chatter/consumer feedback, weather/external conditions and more.

Out With the Old Business ModelsThe next generation of marketing will be a high-touch, low scale, targeted investment of time & human capital rather than a flood of dollars to win hearts and mindsGive something of value away for freeValue forwardBrand second (last?)Rapidly emerging opportunities (skunkworks budget)Participation trumps focus group

Emerging Economies Lead Future Online GrowthCAGR of Online Population (2006 to 2011)Online Penetration in 2011Note: Not all countries are included. Size of bubble indicates relative size of the online population in 2011. World averages in 2011USUKAustraliaJapanGermanySingaporeCzech RepublicIsraelItalyChileBulgariaRomaniaArgentinaUAEMexicoSouth AfricaEgyptRussiaBrazilChinaIndiaIndonesiaPhilippinesFranceNetherlandsSwedenSaudi ArabiaSource: JupiterResearch Worldwide Internet Population Model, 5/07CanadaNorway

Open authorship, wiki-base communityNuanced permissionAll media is rich mediaLocal/GEO IP is perfectedPersonas are the new target marketsDevice agnostic marketing experienceSearch behavior is second natureMarketing has always been unpluggedVirtual reality has always been available when the real thing failedBrands autobiography written in real time

Web 3.0 for Marketers

Where Do We Go From Here?Web as a platformSoftware above a single deviceData as the new Intel insideHarnessing collective intelligenceLightweight business models (Saas)Rich Internet applicationsLeverage the long tail

So Much to Learn - Reading!Naked Conversa