reach new heights with interactive communication

Reaching New Heightswith Interactive Communication

Let’s Interact On…

1. Today: Web 2.0

2. Tomorrow: Interactive Marketing Trends

3. What does this mean for Communicators?

http://www.youtube.com/watch?v=HrzeiUvDZog

http://www.youtube.com/watch?v=G_FS2TiK3AI

Interactive (R)evolutionInternet

Browser

WirelessBroadband

Multiple PlatformsRich Media Multiple Channels

Video

Audio

Animation

PC

Mobile

iPod >>

Web

Search

Blog

Social

1. Monitor

Today…

Today: Web 2.0

Today: Web 2.0Information

Transaction

Co-Creation

Digital Life

Image: http://danzinde.files.wordpress.com/2006/10/zen2.jpg

Web 2.0 technologies: Key functions

1. Enable users to develop content

2. Provide new means to reach a target audience

3. Provide richer, more interactive applications that give visitors more control

Word of Mouth has become Word of Mouse

Influencing Behaviour

How has these changes influenced us as human beings?

QUESTION?

A New Generation Blip

BOOMERS: Post WW2

GEN Y: Post WWW

52 +

18 - 27

Left Brain Stuff

Now, for those who like stats:

What does research reveal and predict?

Tomorrow…

Consumers Embrace New Online Technologies

14%

16%

19%

21%

87%

94%

Read Blogs

Use Social Netw orking sites (e.g. MySpace, LinkedIn)

Watch Internet Video/ Streaming video (e.g. CNN.com)

Read Customer Ratings and Review s

Use Search Engines

Use Email

Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012

4.2

2.7

0.9

2.8

3.2

5.5

2.5

14

6.9

1.2

1.7

4.4

4.6

6

7.1

8.9

10.4

12.7

Boomers GenYers

Using Internet for personal and work

Watching TV

Using a Cell Phone

Listening to the Radio

Watching DVDs or VHS

Using the Internet for Work

Playing Video Games

Reading Magazines

Reading Newspapers

“In a typical week, how many hours do you spend doing each of the following?”

GenY vs. Boomers

Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012

4.2

2.7

0.9

2.8

3.2

5.5

2.5

14

6.9

1.2

1.7

4.4

4.6

6

7.1

8.9

10.4

12.7

Boomers GenYers

Using Internet for personal and work

Watching TV

Using a Cell Phone

Listening to the Radio

Watching DVDs or VHS

Using the Internet for Work

Playing Video Games

Reading Magazines

Reading Newspapers

“In a typical week, how many hours do you spend doing each of the following?”

GenY vs. Boomers

GenY sacrifice TV to free up time for other media.

Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012

6%

8%

11%

11%

15%

16%

21%

18%

62%

73%

78%

83%

83%

84%

86%

33%

29%

37%

49%

59%

49%

37%

41%

23%

17%

19%

13%

15%

13%

11%

61%

64%

53%

40%

26%

35%

42%

41%

15%

11%

3%

4%

2%

3%

4%

Newspapers

Yellow Pages

Telemarketing

Magazines

Outdoor

Radio

Direct Mail

Static Display Ads

Email

Interactive Display Ads

Game Marketing

Online Video

Mobile

Search Engine Marketing

Social Media

Inte

ract

ive

Trad

ition

alIncreasing

effectiveness

Decreasingeffectiveness

Increase

Same

Decrease

“In the next 3 years, do you think marketing’s effectiveness will increase, stay the same, or decrease in each of the following media?”

Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012

19%

7%

8%

29%

37%

9%

6%

20%

8%

32%

Radio

Magazines

Newspapers

Internet Time

Watching TV

“In a typical week, how many hours do you spend doing each of the following?”

Interactive Marketing Out of Sync

Percent of ad spending on each media type in 2007

Percent of tot. media time individuals spend in typical week

Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012

Marketer Maturity

Early Adopters •Emerging Channels•Online Video •Mobile •Social Media

Mainstreamers •Online display ads•Email •Search

Stragglers Will spend next 5 years building case for I.M.

Interactive Marketing

Interactive Marketing will top $61 billion by 2012

Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012

Forecast: US Interactive Mkt. Spend ‘07-’12

$0

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

2007 2008 2009 2010 2011 2012Inte

ract

ive

Mar

ketin

g Sp

end

(US$

Mill

)

Online Video

Emerging Channels

Email

Online Display

Search Engine

Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012

$0

$2,000

$4,000

$6,000

$8,000

$10,000

$12,000

2007 2008 2009 2010 2011 2012Emer

ging

Cha

nnel

Mar

ketin

g Sp

end

(US$

Mill

)

Social Media Mobile Marketing In-game Advertising

Forecast: US Emerging Channel Spend ‘07-’12

Source: Forrester – US Interactive Marketing Forecast, 2007 - 2012

What does this mean…?

What does this mean for marketing?

• Interactive marketing budgets and effectiveness will grow

• Interactive spend will better align with consumers’ media behaviour

What does this mean for marketing?Search CPC increase; greater focus

on long tail. Triple in 5 years

Growth in strategy and

Email integration services

Social media will drive

Emerging Media emerging channels to $10.6 billion by 2012.

Video Growth in video advertising

Display Advertising

Steps into the light

What does this mean for communicators?

• Web 2.0 marks a shift in how you interact with consumers, with increased focus on longer term relationships

• Understanding your visitors and customers over time is an increasingly important aspect of this new paradigm

• (Lifetime Individual Visitor Experience (LIVE) Profile*

Source: Core Metrics – Winning in a Web 2.0 World: Metrics Driven Success

Brand More Important than Ever

Brand More Important than Ever

Brand More Important than Ever

Brand Identity Alignment

VISION

MISSION

VALUES

PRODUCTS

SERVICE

IMAGE

INTE

RN

AL C

ULTU

RE

EX

PE

RIE

NC

E

ALIGNMENT

Total Online Experience

DESIG

N

CO

NTEN

T

FUN

CTIO

NA

LITY

VISION

MISSION

PRODUCTS

SERVICE

VALUES

NA

VIGA

TION

Brand Management

DESIG

N

CO

NTEN

T

NA

VIGA

TION

FUN

CTIO

NA

LITY

YOU CAN CONTROL

• Domain URL

• Search Engines

• Links

• Partners / Affiliates / Listings

• Online Advertising

Total Online Brand Experience

Brand Management

DESIG

N

CO

NTEN

T

NA

VIGA

TION

FUN

CTIO

NA

LITY

Total Online Brand Experience

YOU CAN CONTROL

• E-News / E-mail

• Traditional Marketing &

Advertising

Brand Management

DESIG

N

CO

NTEN

T

NA

VIGA

TION

FUN

CTIO

NA

LITY

Total Online Brand Experience YOU CAN NOT CONTROL

• Blogosphere

• RSS

• Podcasts

• Social Marketing / Chat

Rooms / News Groups

• Unsolicited Listings

Brand Management

DESIG

N

CO

NTEN

T

NA

VIGA

TION

FUN

CTIO

NA

LITY

Total Online Brand Experience YOU CAN INFLUENCE

• Blogosphere

• RSS

• Podcasts

• Social Marketing

• Unsolicited Listings

Reaching New Interactive Heights

Web 2.0 Values

• Authenticity• Democracy• Innovation• Co-creation

How do you protect your brand with its personality and positioning in the fluid interactive environment?

Thriving in an interactive world

1. Monitor

1. Monitor

2. Influence

BLOG

RSS FEED

PODCAST

VIDEO

VIRAL

SOCIAL VIRTUAL REALITY

Thriving in an interactive world

• Personality / Positioning• Mission• Vision• Values• Brand Promise• Key messages

Thriving in an interactive world

3. Stay true to who you are:

• Set goals• Determine conversions• Measure results and

adjust the mix as needed

Thriving in an interactive world

4. Use the Right Metrics

Summary

• The online world is changing

• Marketing & communications becoming increasingly interactive

• Customer relationships are more important than ever

• Brand is a critical part of the relationship

• Your role is to protect and manage your brand in an online world

Endless Possibilities

http://www.youtube.com/watch?v=PbqS9x7sBZA

For further information:

If you like what you’ve seen or are interested ina workshop or presentation, contact us at: Applecore Interactive+(709) 753-3652contact@applecore.cahttp://www.applecore.ca