creuna online marketing seminar
TRANSCRIPT
Online Marketing Seminar April 2008
The new generation of marketing is all about understanding and
respecting the power of the user
The new generation of marketing is all about understanding and respecting the power of the user
!!There is a new generation of marketing: the power of users
!!Marketers are not sufficiently taking advantage of this change
!!Marketers need to embrace a new level of engagement with their
customers
There is a new generation of marketing: The power of users
!!Social networking is a strong trend
!!Technology for everyone
!!Permission driven communication is perceived as most credible and relevant
!!Consumers are demanding authentic value
Social networking is a strong trend
!!1.3 million blog posts daily
!!18 per second
Social networking is a strong trend
Social networking is a strong trend
There is a new generation of marketing: The power of users
!!Social networking is a strong trend
!!Technology for everyone
!!Permission driven communication is perceived as most credible and relevant
!!Consumers are demanding authentic value
Technology for everyone
Technology for everyone
Technology for everyone
There is a new generation of marketing: The power of users
!!Social networking is a strong trend
!!Technology for everyone
!!Permission driven communication is perceived as most credible and relevant
!!Consumers are demanding authentic value
Proliferation of media options
Source: Arbitron/Edison Media reseach Internet and Multimedia 2006: On-Demand Media Explodes and comScore Networks
Newspapers Broadcast TV
Magazines Broiadcast radio
Eight Track
1966
1986
Newspapers
Magazines Cable TV
Broadcast TV
Radoio Casette Tapes
Walkman VCR
PC
Console Video games
PC Video games
2008
Newspapers
Magazines Email
Bradcast TV Radio
D Player
Cable TV PC
Satellite TV Internet
Cell Phone
DVD Players Satellite Radio
MP3 Players Tivo/DVR
Slingbox
iPod Blogs
Online Video Mobile Internet
Console video
games MMORP Games
Mobile Games Text Messaging
Mobile Video
Download Movies Podcasts
Instant Messaging Social Networks
Permission driven communication is perceived as most credible and relevant
Permission driven communication is perceived as most credible and relevant
What I want
When I wanted it Permission driven
There is a new generation of marketing: The power of users
!!Social networking is a strong trend
!!Technology for everyone
!!Permission driven communication is perceived as most credible and relevant
!!Consumers are demanding authentic value
Authentic value
The next generation of marketing is all about understanding and respecting the power of the user
!!There is a new generation of marketing: the power of users
!!Marketers are not sufficiently taking advantage of this change
!!Marketers need to embrace a new level of engagement with their
customers
Marketers are not sufficiently taking advantage of this change
!!Consumers are changing their behavior, marketers are lagging behind.
!!Marketers need to better understand the nuances in the marketing
mix.
”Classic” marketing mix
Strategy
TV
/Cin
em
a
Ra
dio
Prin
t
Ou
tdo
ors
In-s
tore
Inte
rne
t
E-m
ail
Blo
g
SE
O
Us
ites
Mo
bile
Site
s
Greater nuances in the marketing-mix
Strategy
Tracking
TV
/Cin
em
a
Ra
dio
Prin
t
Ou
tdo
ors
In-s
tore
Offline – Online combination in Grandiosa ”Full Pakke”
!!Launch of new pizza with
integrated Sour cream
mix, and ”everything”
on….
Offline – Online combination in Grandiosa ”Full Pakke”
!!……and a special made
song and dance
Offline – Online combination in Grandiosa ”Full Pakke”
!!Over 300 000
downloads of the song
Offline – Online combination in Grandiosa ”Full Pakke”
!!Everybody can learn
the dance
Offline – Online combination in Grandiosa ”Full Pakke”
!!More than 2000 sent in
their own ”Full pakkke”
films.
!!This resulted in a new
ad.
The use of and access to Internet in 2007
!!Daily use: 2.577 mill
!!Monthly use: 3.109 mill
!!84% men
!!76 % women
!!Use according to age: !!12-19 years 97%
!!20-39 years 96%
!!40-59 years 86%
!!60+ years 45%
Kilde: TNS Gallup Interbuss og Forbruker & Media (befolkning 12+), Q3 2007
Spending 1997 – 2007
3922 19822
34131
97293 79355
110465
161620
219455
354050
458 696
640 920
0
100000
200000
300000
400000
500000
600000
700000
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
Increase in advertising 2006 vs 2007 (October )
The next generation of marketing is all about understanding and respecting the power of the user
!!There is a new generation of marketing: the power of users
!!Marketers are not sufficiently taking advantage of this change
!!Marketers need to embrace a new level of engagement with their
customers
Marketers need to embrace a new level of engagement with their customers
!!Truly understand the concept of B2U
!!Create truly engaging content that the customers are proud of
Truly understand the concept of B2U
!! It is about developing closer and stronger interactive relationships
!!Relationships need to be based on targeted, permission-based knowledge of the
customer’s specialised needs. The market of one.
!!Products have more opportunities for being successful because of word of mouth
!!Poor quality products and services get negative publicity quickly
Marketers need to embrace a new level of engagement with their customers
!!Truly understand the concept of B2U
!!Create truly engaging content that the customers are proud of
Create truly engaging content that the customers are proud of
!!Allow customers to share their enthusiasm
of the brand !! Video, Music
!! Advertising
!! Viral marketing
!! Campaigns
!! Research
!!Make the customers want to create and collaborate !! Games, Competitions
!! Videos
!! Blogs/Dialogue/Debates
Create truly engaging content that the customers are proud of
!!From ‘command and
control’ to ….
!!Engage and participate
!!Advocate
!!Influence and persuade
!!Informal and conversational
!!Support building genuine community
Create truly engaging content that the customers are proud of
Create truly engaging content that the customers are proud of
Create truly engaging content that the customers are proud of
The next generation of marketing is all about understanding and
respecting the power of the user
Check list
!!First !!What does the cosumer want of information from us?
!!Why make a campaign?
!!What is in it for the consumer/user?
!!Why would they want to spend time with us?
!!Second: Have you !!Understood the new power of users?
!!Exploited the possibilities offered by technology?
!!Created engaging and targeted communication?
!!Is your communication B2U – driven?
Thank you ;-) :-)