Emerging Media & It's Impact on Marketing

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

EmergingMedia&It’sImpactonMarketing


Digitalisnotabouttechnology.It’saboutHumanBehaviorandtechnologies’seamlessintegrationintoourdailylife.


Today,allbrandssufferfromGMOOT


‘Get Me One Of Those’

…a phenomenon that helps explain why there are so many

lousy viral videos and new-media initiatives out there.


They're not the end result of a real strategy, but are done for the

sake of doing something because . . . well, because

everyone else is.


WhatIsEmergingMedia?


EmergingMedia–RulesoftheRoad Authenticity

– Grassrootsstartcreatedvaluefor“real”– Peoplewanttohearavoice– Communicationisconversational,notcanned– Whatyouareforlunchdoesmatter

Transparency– Don’tthink“clingwrap”– Communitymemberswanttoknowwhoistalking– Openlycommunicate&solveproblems– Youdon’thavetoshoweverything


EmergingMedia–RulesoftheRoad Reciprocity

– Tradingcomments– Followingback– Forwardinginformationonbysharing

UserGeneratedContent– Hasgreatervaluethancorporate– Hasauthenticity&transparencybuiltin– Hasalteredexpectationsfortheonlineeconomy


EmergingMedia–RulesoftheRoad GivingCredit

– Alwayscreditother’scontent– Linktoothersitesinblogposts– Createacorporateblogrolltoacknowledgeregularcontentcreators

Listening– Taketimetofollowandobserve– Evaluatecommunicationoveraperiodoftime– Usetoolsforlistening&monitoring


WhatWeAreUsedTo


WhatWeShouldBeDoing


WhyItMatters


Mobilityandnewplatforms

Localization

ContentisfragmentedEverythingissocial

Newbusinessmodels

FiveThingsDrivingDigitalMedia


“Marketingshouldn’tbeaboutsendingeverybodytoapoint…itshouldbeaboutpeopleandtheinteractionsbetweenpeople.”


ALessonInEvolution


NetworkstoCreate&Share


EvolutionofConsumers


Consumerbeforeemergingmedia


Andnow…

33

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled34


ConsumersUsedtoWatch


NowTheyCreate


NowTheyControl


TheyDefineBrands


TheyHaveInstantInformation


EvolutionofMedia


TheyMadeIt–YouConsumedIt


Nowweallhaveon‐demandaccesstoeverything.


AndThenThere’s….UserGeneratedContent


EvolutionofBrands


Not anymore


Createutilities

53


EvolutionofCreativity


Brandsarelookingfornewsourcesofcreativecontent


“People will not interface with flat digital spaces as they are

designed today … fluid, touch and three dimensional design will be embedded into people’s lives

everywhere.”


TheAppMarket

300,000+apps 30,000+apps

AsSmartPhones,Android,iPhoneandWindowsPhonescontinuetogrowinthemarket,thenumberofavailableappswillcontinuetoincreaseforallouron‐the‐goneeds


GamingConsoles

52.1million 85.3million48.1million


Sohowisemergingmediabeingusedtoday?


Proximity Marketing


LBS‐Gowalla 450,000users(“passportholders”)

“Keepupwithyourfriends,sharetheplacesyougo,anddiscovertheextraordinaryintheworldaroundyou.”

Marketingopportunities:

CuratedTrips

BrandedPins&Items

CaseStudy:TOMSShoes/AT&T

Celebrate1‐millionthshoeforneedy

Prizesforcheckins,virtualshoes

Notablebrands:Chevrolet,NBA,CNN,USAToday,Levi’s,NationalGeographic


LBS‐SCVNGR User-base stats not public yet

“Go places. Do challenges. Earn points!”

Marketing opportunities:

Custom Challenges, Treks, Badges

Rewards for completing Challenges

Case Study: Eat Pray Love

Custom trek with challenges

Eat Pray Love badges

Notable brands: New England Patriots, Journeys, National Geographic, Resident Evil, Tesla, Harvard University, MetLife


LBS‐Color Colorisanewsmartphoneapplicationthatallowsyoutobevirtuallyall‐seeing

CombinesauniqueeverythingispublictoeveryoneprivacypolicyusingTwitterandFacebookprofilesconnectedtoourphones

Colorfollowstheuserswherevertheygowiththeirphones,connectingthemtootherColorusersbasedonproximity(location)

Howdoesitwork–imagineyourselfataweddingwhereeveryoneistakingpicturesandvideowiththeirphonespostingthemtoColor

Allthepictureswillbeimmediatelysharedwithallthesurroundingphones–aswellasanyotherpicturessharedwiththeapp


LBS‐Whrrl 300,000users “Checkin,UnlockSocieties,UnleashyourFootstream”

MarektingOpportunities– CustomSocieties– SocietyRewards

NotableBrands– RedBull– CaesarsPalace– CirquedeSoleil– JiveRecords


LBS–LooptStar 4MillionUsersacrossallLooptPlatforms

MarketingOpportunities– Customreal‐worldrewards– Coupons,e‐mailcodes,displayed

codesforcashiers CaseStudy–VirginAmerica

– 2‐for‐1tacosandticketstoMexico

– 5thhighestsalesdayinVirginAmericahistory

NotableBrands– Gap– BurgerKing


LBS‐BrightKite 5.5MillionUsers Thesimplewaytokeepupwithfriends

&places MarketingOpportunities

– Highlytargetedmediaplacement– Loyaltyprograms

CaseStudy–Starbucks– Location&CompetitorTargeting– Badges,CouponsandHappy

Hours NotableBrands

– McDonald’s– DentyneGum– BestBuy– P&G– CBSTelevision


StarbucksandBrightKite


48 full-time moderators


AugmentedReality


WhatisAdverGaming?


Thepracticeofusingcustombrandedorsponsoredvideogamestoadvertiseaproduct,

service,organizationorviewpoint.


Mostvisitedaspectofbrandwebsitesandbecomingan

integratedpartofbrandmediaplanninginanincreasinglyfractured

mediaenvironment.


Associatingabrandwiththefunofgamingisknowntoliftbrand

metricssuchasbrandawareness,messageassociationandpurchase

intent


Consumersaremorelikelytoremembernotjustthebrandorproductitself,buttoassociatespecificbrandattributeswithit


Viraladvergames

GettheGlasswasacampaignfor“GotMilk”thatgeneratedover4millionvisitorsspendingandaverageof9minutes/visit.


Viraladvergames


Viraladvergames

TeamGeistwasanAdidascampaignthathadover500,000visitsinthefirstthreeweeksonthecampaign


Viraladvergames


Socialadvergames

JeTueUnAmiwasacampaigntohireassassinstokillyourFacebookfriends.


Socialadvergames 221Bwasbuiltaroundthelaunchofthe“SherlockHolmes”movietojoinyourFacebookfriendshelpSherlockHolmessolvehiscase.


Q&A‐Aardvark


Q&A‐Quora


QRCodes 2DBarcodesoneverything HowIsItUsed?

– DistributeURLs,TextandPhoneNumbers

– NewHyperlinks– Coupons


BrandedEntertainment


IKEA‐EasytoAssemble

OnlinewebseriescreatedbyIlleanaDouglasandfinancedbyIKEA

Scored1.5millionviewspermonthinitssecondseason Brandfinancedprojectsarefindingmajorviewershiponline


BeganasbrandedwebseriesfinancedbySuaveShampoo,SprintandMSN

Aftergettingbigviewership,theserieswasboughtbyABCforaTVversion.

Forthefirsttime,abrandbecamealicensorofintellectualpropertytoabroadcaster.ABCpaidthebrandstousetheirbrandedcontent.

Emerging Media & It's Impact on Marketing

Business

Transcript of Emerging Media & It's Impact on Marketing