digital marketing trends 2009

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    The Digital Age

    Marketing Trends in 2009

    Mat Harris

    3/20/2009

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    Marketing in the Digital Age

    BIGGEST TRENDS IN 2009:

    Widespread availability of digital tools

    Economic turmoil

    What can we expect for marketing

    & advertising in 2009/2010?

    Slimmer budgets Demand for innovation

    Intense demand for measureable ROI

    8/3/2010 2Good Goliath, LLC

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    Marketing in the Digital Age

    Books I am (re)reading right now:

    The Millennium Matrix, Rex Miller

    What Would Google Do?, Jeff Jarvis

    Wikinomics, Tapscott/Williams

    Leading the Revolution, Gary Hamel

    The 1:1 Future, Peppers/Rogers

    The Future of Advertising, Joe Cappo

    8/3/2010 3Good Goliath, LLC

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    Marketing in the Digital Age

    Whats happening now?

    Communication paradigms:

    Oral

    Print 1450

    Broadcast 1902

    Digital 1998

    8/3/2010 4Good Goliath, LLC

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    Marketing in the Digital Age

    Communication paradigms shape how we

    think, and define our economy.

    Why is it so difficult to make the transition?

    What are we holding onto?

    8/3/2010 5Good Goliath, LLC

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    Marketing in the Digital Age

    8/3/2010 6Good Goliath, LLC

    Oral

    Broadcast

    Print

    Digital

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    Marketing in the Digital Age

    THE DIGITAL AGE

    What tools are emerging?

    Search Web 2.0 user-created content,

    feedback loops, blogs, social networks

    Mass-collaboration engines

    Mass-customization Customer relationship management

    (CRM)

    8/3/2010 7Good Goliath, LLC

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    Marketing in the Digital Age

    What does this mean for:

    Brochures & catalogs?

    TV & radio advertising?

    Banner ads?

    E-newsletters?

    8/3/2010 8Good Goliath, LLC

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    Marketing in the Digital Age

    THE DIGITAL AGE

    New tools = new strategies +

    tactics Search

    Web 2.0 user-created content,

    feedback loops, blogs, socialnetworks

    Customer relationship management

    (CRM)

    8/3/2010 9Good Goliath, LLC

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    Marketing in the Digital Age

    THE DIGITAL AGE

    What becomes possible?

    What becomes unnecessary?

    What trends are emerging?

    8/3/2010 10Good Goliath, LLC

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    Marketing in the Digital Age

    THE DIGITAL AGE - trends

    Share of customer, not share of

    market Smaller markets, higher saturation

    Platforms for open development

    Frictionless economy Good-bye to middlemen, agencies

    Disruptive innovation as a way of life

    8/3/2010 11Good Goliath, LLC

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    Marketing in the Digital Age

    THE DIGITAL AGE is the age of

    search

    Customers, partners, employers findyou on:

    Google, LinkedIn, Facebook, MySpace

    Social networks put you in control of

    your online identity

    8/3/2010 12Good Goliath, LLC

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    Marketing in the Digital Age

    THE DIGITAL AGE is the age of

    partnership and collaboration

    Good customers are the advertisers Bad customers are partners in quality

    control

    Transparency and collaboration make

    the digital age a very public place

    Wikipedia, Jigsaw, Yelp!

    8/3/2010 13Good Goliath, LLC

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    8/3/2010 Good Goliath, LLC 14

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    Marketing in the Digital Age

    THE DIGITAL AGE is the age of

    disruptive innovation as a way of

    life Platforms for development:

    I-phone apps

    Facebook apps

    Google apps

    Salesforce.com apps (computing cloud)

    8/3/2010 15Good Goliath, LLC

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    Marketing in the Digital Age

    THE DIGITAL AGE is the age of

    intense customer focus

    Waning terminology: Market share/market segmentation

    Target audience, ratings, demographics

    Digital thinking:

    Share of customer/share of wallet

    Personal, customized, 1:1

    8/3/2010 16Good Goliath, LLC

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    Marketing in the Digital Age

    THE DIGITAL AGE is the age of

    intense customer focus

    Focus on meeting customerneedsas many of them as are

    feasible

    ABC Pest & Lawn

    Dell

    Google

    Marketing & Sales are ONE

    8/3/2010 17Good Goliath, LLC

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    Marketing in the Digital Age

    What Good Goliath is doing:

    Returning our focus to the original

    vision Leveraging our core strengths in new

    ways

    Collaborating with customers

    Innovating web platforms for vertical

    growth

    8/3/2010 18Good Goliath, LLC