Digital Marketing Trends 2012
-
Upload
janette-toral -
Category
Business
-
view
6.378 -
download
2
description
Transcript of Digital Marketing Trends 2012
![Page 1: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/1.jpg)
1
Digital Marke-ng Trends 2012
Jane5e Toral h5p://digitalfilipinoclub.com h5p://searchprofileindex.com
![Page 2: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/2.jpg)
Digital Society
• Digital Na-ves – Gen Y – Millenials 1977 – 1994
• GenX – 1965 – 1976 (34 – 44 largest demographic)
• Boomers – 1946 – 1964 (aged 47 to 65)
• Tech-‐savvy seniors Silver Surfers • Genera-on Z (kids today)
![Page 3: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/3.jpg)
Select Monthly Online Ac/vi/es (%) 2009 2010 2011
Visi-ng Social Networking sites 51* 53 82
Search 58 76 80
Instant messaging 63 68 69
Internet Portal 54 73 67
Visi-ng public chat rooms 54 67 65
Email 63 65 64
Played games online 53 45 54
Listen to songs in music websites -‐ -‐ 45
Downloaded or uploaded music files online 25 37 37
Shared/posted something online that you created 15 24 36
* Note. The 2009 figure for social networking includes community groups /forums Base: Past month Internet users aged 10+ across Na-onal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010, 2011
Ac-vi-es showing significant increase at 95% confidence levels between 2009 and 2011
Despite this stability, overall engagement is on the rise. Social networking now dominates…
Realign resources to adopt social media!
![Page 4: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/4.jpg)
![Page 5: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/5.jpg)
Social Lives at the Top of the Funnel
Source: SEOMoz.org
![Page 6: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/6.jpg)
Conversion Rate !Optimization !is a !Critical !Practice
Source: SEOMoz.org
![Page 7: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/7.jpg)
R
How Will You Get Visitors Into Your Funnel?
Mul-ple paths can work, so long as you segment them when tracking Conversion Rate +
Customer Life-me Value
Retargeting
Social OAuth
Phone Number Mailing Address
Branding/Awareness Free Trial
Source: SEOMoz.org
![Page 8: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/8.jpg)
R
Blogs + Blogging
Comment Marke-ng
News/Media/PR SEO
Social Networks
Word of Mouth
Q+A Sites
Forums
Online Video
Podcas-ng
Webinars
Research/White Papers
Infographics
Social Bookmarking
INBOUND MARKETING! (AKA all the “free” traffic sources)
Direct/Referring Links
Type-‐In Traffic
Local Portals
Every One of These Marketing Tactics
Helps Every Other One Source: SEOMoz.org
![Page 9: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/9.jpg)
Source: Sidneyeve Matrix, Sidneyevematrix.com
![Page 10: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/10.jpg)
Social Media ROI
• ROI=[gain from investment – cost of investment]/cost of investment – Business metric, not media metric.
investment ac-on reac-on Non-‐financial
impact financial impact
Very important but not where ROI is
Source: Stefanos Karagos, Xplain.co
![Page 11: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/11.jpg)
The backdrop to e-‐commerce in Philippines
There is an inherent reluctance to “trade” through the Internet
Lack of ‘accredita-on and guarantees'…by default modern trade actually encourages des-na-on shopping
Presence of counterfeits and
knock-‐offs
High reliance on inter-‐personal rela/onships
IT and Banking infrastructure “evolving”
Tradi/onal trade legacy
Buyers need to ensure quality by physical inspec-on
Buyers feel the comfort, dealing with
known vendors
Low levels of confidence/trust in
transac-ng online
Source: Yahoo!-‐Nielsen Net Index 2011
![Page 12: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/12.jpg)
Help me belong…
Help me be significant…
Source: h5p://mobileyouth.org
![Page 13: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/13.jpg)
Home, Hangout, Hideout
Study the market where they are.
Source: h5p://mobileyouth.org
![Page 14: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/14.jpg)
Social influencers
• People who have influence on their peers heavily influenced by the quality and volume of content they share online to their peers. – Referent influencers – Expert influencers – Posi-onal influencers (peers)
Source: Social Media Marke-ng for Dummies (Shiv Singh)
![Page 15: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/15.jpg)
New Genera-on Influencers
• Teenage hackers • Cashless innovators • Disrup-ve Diva
10% influences the 90% • Needs to belong • Needs to be significant • Is your community or brand a Home, Hangout, Hideout?
Source: MobileYouth.org
![Page 16: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/16.jpg)
Disrup-ve Diva
• Social tools (product, story, usage behaviors) to reclaim: – Social space – Social arrival
Source: h5p://mobileyouth.org
![Page 17: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/17.jpg)
Brand vs. fan ambassador • No more big ideas. • Ideas from ground-‐up.
Yahoo Purple Hunt 2009
![Page 18: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/18.jpg)
Lose users
• Isola-on • Risk • Loss of control • Youth wants many-‐to-‐many rather than one-‐on-‐one.
Source: h5p://mobileyouth.org
![Page 19: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/19.jpg)
Cashless Innovators
• Niche groups with a knowledge barrier to entry. – SMS – Facebook – MP3
Source: h5p://mobileyouth.org
![Page 20: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/20.jpg)
Co-‐Crea-on
• Youth as partners rather than des-na-on.
Source: h5p://mobileyouth.org
![Page 21: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/21.jpg)
We buy with emo-on and jus-fy with
logic
Source: h5p://mobileyouth.org
![Page 22: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/22.jpg)
Know the mobile user
![Page 23: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/23.jpg)
Behavior vs. demographics
![Page 24: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/24.jpg)
Be everywhere!
TV PRINT POS CRM
digital
social
game
digital
social
game
digital
social
game
digital
social
game
mobile mobile mobile mobile
Changes the rules of engagement.
![Page 25: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/25.jpg)
We need more e-‐commerce start-‐ups..
DigitalFilipino Startup 100 Project!
h5p://digitalfilipinoclub.com
![Page 26: Digital Marketing Trends 2012](https://reader033.fdocuments.in/reader033/viewer/2022052619/5557a2a9d8b42a696c8b460f/html5/thumbnails/26.jpg)
For the growth of e-‐commerce in the Philippines!
h5p://slideshare.net/jane5etoral h5p://twi5er.com/digitalfilipino