Transcript digital marketing : 101

DIGITAL + MARKETING : 101
An introduction to the Digital Marketing for traditional marketers and agencies
Presented By:
Joanna Pena-Bickley
VP, Interactive Group Creative Director
DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM
MARKETING TO CONSUMERS
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Consumers are who we work, create and think for…
Consumers are fragmented, into niche audiences with passions
and lives
As creative marketers we should looking to play in the consumers
life
As creators we want our stories to influence human behavior
Consumers want a say in how we create
Consumers want us to tell a story that makes their conversations
more interesting
Today's Consumer truths
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Make it something I really care about
Make it fun, credible and memorable
Make it something I can easily tell others
Be true, so I don’t like to look like a liar
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OUR CHANGING LANDSCAPE
• Our industry is changing because the consumers we market
to and create for have changed.
• For the first time in a long time we are being forced to listen
to consumers and what they are thinking, feeling and now
commenting about the brands we represent.
• The traditional marketing model is being challenged,
and (CMOs) can foresee a day when it will no longer
work. McKinsey Quarterly, 2005, Number 2
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TECHNOLOGY AND ITS ROLE IN OUR WORLD
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First marketers and media mavens controlled how we consumed media.
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“Your contract with the network when you get the show is that you’re going to watch the spots … Any time
you skip a commercial …you’re actually stealing the programming” - Jamie Kellner, CEO of Turner
Broadcasting, April 2002
Then…. The Power Shifted
Anytime - Any Place - Any Way
Alain Thys - FutureLab
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THE COUNTER-CULTURE IS THE MAINSTREAM
In which (semi-)amateurs start to “play for real”
Blogs vs. Mainstream News Media : Early days, yet traffic is growing
NEWS MEDIA
Xu Jing Lei
56,750/million
1,000-4,000
comments per
article
Every Citizen is a Reporter
BBC Newlsline Ticker
CNN
New York Times
Drudge Report
Washington Post
Reuters Online
Guardian Unlimited
Al Jazeera
Wall Street Journal
Le Monde
The Huffington Post
The Economist
Daily Kos (State of theNation)
Crooks&Liars (John Amato)
19,550 /million
18,600
8,740
4,210
3,755
3,680
2,985
2,925
1,995
990
959
740
722
525
Alain Thys - FutureLab
DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM
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MAINSTREAM CULTURE SHIFTS MEDIA
In which (semi-)amateurs start to
“play for real”
YouTube TOP 3 (20 nov 2006)
Evolution of Dance
35.7 MM
Pokemon Theme Music
17.3
Quick Change Artists
12.7
Nielsen Rating – Nov 6- Nov 12
1.
Desperate Housewives
ABC
22.3 million
2.
Dancing With the Stars
ABC
22.0
3.
CSI: Crime Scene Investigation
CBS
20.8
Alain Thys - FutureLab
DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM
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THE SHIFT - THE MEDIUM CATCH UP
ONLINE MEDIA PLAY CATCH UP WITH TRADITIONAL OUTLETS
July 2006
(cc) Lynette Webb, 2006
Alain Thys - FutureLab
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THE BIGGEST DIGITAL MEDIA PLAYER - THE LONG TAIL
THE BIGGEST PLAYER IS
The long, long, long, long, long tail
1-200,000
1,000-200,000
Alain Thys - FutureLab
DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM
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DON’T CREATE DIGITAL TACTICS - CREATE CONVERSATIONS
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Often marketers think that creating a slick website, a video on
YouTube or an email is the answer to their marketing needs and can
move product off shelves.
• It is not.
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The paradigm shift has happened.
– The noise we have made over the years has frustrated consumers and
they have tuned us and our advertising out.
– Now we are mono-loging like the nut in the corner of the room talking to
ourselves.
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We are in the Conversation Economy. (David Armano)
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STOP THE MONOLOG - START THE DIALOG
Art by: Andrew Davies
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WHAT CREATES CONSUMER CONVERSATIONS?
76%
of consumers don’t believe
that companies tell the
truth in advertisements
Yankelowich
Alain Thys - FutureLab
DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM
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CONVERSATIONS START WITH PEOPLE
THERE IS
STILL ONE
TRUSTED
MEDIUM
LEFT IN THE
WORLD
MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT
Alain Thys - FutureLab
DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM
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PEOPLE TRUST PEOPLE - NOT MARKETERS
When forming
an opinion of a
company, how
credible would
the
information be
from …
A person like yourself or a peer
61%
51%
55%
33%
2003
2004
2005
2006
Edelman Trust Barometer 2006
%
Academic
62
Doctor or similar
62
Person like yourself/peer
61
Financial Analyst
58
NGO Rep
58
Accountant
53
Lawyer
36
Regular employee
33
CEO
29
Union
19
Entertainer
17
PR person
16
Blogger
15
Alain Thys - FutureLab
DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM
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PEOPLE TRUST PEOPLE
Most influential information sources in
purchasing electronic goods? (TOP 3)
Source
%
In-store Sales Associate
49
In-store demonstration
36
Word-of-mouth from family & friends
33
Newspaper Coupons
25
Internet
21
Product/Company Information
16
Retailer information
14
Other
14
Magazines
4
TV
4
Radio
3
Source: CMO Council’s Retail Fluency Report, 2005
People Trust Humans
Alain Thys - FutureLab
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PEOPLE TRUST PEOPLE - THE IGNORED REALITY
This is not a “new hype”
just an ignored reality
1955
Word-of-Mouth (WOM) is 7x more effective than newspaper advertising, 5x stronger
than a personal sales pitch and 2x as effective as radio advertising
1967 36% of surveyed consumers reported learning of an innovation through word-ofmouth, while 48% reported being influenced by WOM when making a purchase
decision
2001 Diffusion studies found that WOM is 10x more effective than media advertising
2006 61% trust other people like themselves (as media) - Edelman Trust Barometer, 2006
Alain Thys - FutureLab
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DIGITAL MARKETING & COMMUNITY
Its is all about the audience.
Playing in the digital landscape…
Using promotions that give consumers something to talk and
that are relevant to our consumers lives
We will tell brand stories that encourage Word of Mouth
(WOM) and positive brand experiences
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DOING DIGITAL RIGHT
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If we are to be a trusted member of a community we must appeal to consumers on an
emotional level and give them stories that are worth repeating.
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The principals of emotional branding create lift and word of mouth qualities by using
these 10 human experience building principles in every aspect of the digital marketing.
1. From Consumers To People - Consumers buy, people live.
2. From Product To Experience - Products fulfill needs. Experiences fulfill desires.
3. From Honesty To Trust - Honesty is expected. Trust is engaging and intimate. It
needs to be earned.
4. From Quality To Preference - Quality for the right price is a given today. Preference
creates the sale.
5. From Notoriety To Aspiration - Being known does not mean that you are also loved!
6. From Identity To Personality - Identity is recognition. Personality is about character
and charisma!
7. From Function To Feel - The functionality of a product is about practical or
superficial qualities only. Sensorial design is about experiences.
8. From Ubiquity To Presence - Ubiquity is seen. Emotional presence is felt.
9. From Communication To Dialogue - Communication is telling. Dialogue is sharing.
10. From Service To Relationship - Service is selling. Relationship is acknowledgment.
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DIGITAL BRAND EXPERIENCES
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On the web, in a game or on the phone we are creating strategic design.
We create brand identities and consumer interfaces.
Our three rules:
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User Interface = Brand
Design is how it looks & works.
Simplicity.
The introduction of Interactive and Experience Design
The Introduction to Consumer Engagement Mapping
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Which communicates the story that you are telling consumers
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Interaction Design (ID) is the professional discipline that defines the behavior of
interactive products and how products communicate their functionality to the
people who use them.
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Good interaction design makes products ranging from computer software to
clock radios to cars more useful, usable, and desirable. In today's world of
ubiquitous technology, practitioners of interaction design play an increasingly
important role in the design of successful products. Through well-executed
interaction design, businesses can increase their revenues, reduce development
costs, and attract, satisfy, and retain loyal customers
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MICROSITES & DIGITAL MEDIA- How do they work?
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The Presentation Layer
– This layer controls the look and feel as
well as the consumer interacts with the
site or media
– HTML, Flash, Ajax, XSL, JavaScript
– Vector Design Files
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The Business Logic
– This layer controls how the site works,
takes in information, pushes out
confirmations
– Object Oriented Programming
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XML,PHP, ASP, JSP
.asp, .php. jsp
pages not seen
by the consumer
Business Logic
is functional
The Data Layer
– Databases and stored procedures
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MS SQL Server, My SQL, Oracle
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Universal
symbol for
database
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THE PRESENTATION LAYER
Programming
=
Design
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THE BUSINESS LOGIC LAYER
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A Business Objective Gets Turned in to an application
• A Business
Objective Gets
Turned in to an
application
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THE DATA LAYER
• Capturing Consumer Information & reporting
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MICROSITES, MEDIA & ANALYTICS
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The Website / Microsite
– What is a Hit?
• A server hit is a call to the web server to serve information graphics or applications. A hit is
not indicative of a user.
– What is a Unique User?
• According to IFABC Global Web Standards, a unique user is "An IP address plus a further
identifier. Sites may use User Agent, Cookie and/or Registration ID.
– What is a registered User?
• A consumer who has gone to your website and register information in to your database.
– What is a Referring URL?
• This term is used when trying to track where a user came from. If I did a search for “the
Chicago Bears” My referring URL would be sports.yahoo.com
– What is a Click Stream?
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A click stream is the sequence of clicks or pages requested as a visitor explores a Web site.
– What is Cache?
• Your Cache is located in the system folders of all Macs and PCs that stores temporary
internet files which allows the consumer faster browsing.
– What is a cookie?
• A cookies is a small application that is placed in the cache of the consumer computer that
helps record their interactions as well as stores personal data.
– What is a Pixel?
• This is a 1x1 transparent gif that assists the tracking of consumers coming from a particular
banner ad or ad network.
– What is Tracking
• Tracking is often a report generated by an analysis of a web servers activity log reports
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MICROSITES, MEDIA AND ANALYTICS
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Online Media
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What is a Click tag?
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What is an Ad Server?
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All inventory that is not premium inventory on a publishers website
What is CPM, CPC or CPA?
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Interactive video advertising (not an TV AD - a video experience
What is remnant inventory?
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is media that uses multiple forms of information content and information processing (e.g. text, audio,
graphics, animation, video, interactivity) to inform or entertain the (user) audience.
What is Interactive Pre-roll?
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A central ad server is a computer server that stores advertisements and delivers them to website
visitors. Ad servers come in two flavors: local ad servers and third-party or remote ad servers. Local ad
servers are typically run by a single publisher and serve ads to that publisher's domains, allowing finegrained creative, formatting, and content control by that publisher. Remote ad servers can serve ads
across domains owned by multiple publishers. They deliver the ads from one central source so that
advertisers and publishers can track the distribution of their online advertisements, and have one
location for controlling the rotation and distribution of their advertisements across the web.
What is Rich Media?
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A click tag is a line of code that ad servers use serve that ad and record the impression and clicks.
Cost Per Mille, Cost Per Click, Cost Per Acquisition (or Actions)
What is Real-Time reporting?
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Real-time reporting is a dashboard feature that most online advertising servers and or ad networks offer advertisers to view
the performance of their creative and ad placements. It allows marketers to make iterative changes to their campaigns for
high impact.
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THE DIGITAL MEDIUM
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Rapid Response Culture
Integrated interactive media channels
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Immediate Results
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Corporate website
Microsite
Email
Mobile
Online Media
On Demand
User Clicks
User Registrations
Traffic
Optimization
All = Engagement measurement factors
Optimization of sites and OLA Online Media campaigns
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Just because we launch it does not mean our job is done - WE’VE ONLY JUST
BEGUN
The internet is a live and interactive medium where the consumer expects and often
demands fresh and innovative content and experiences
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An iterative medium
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THE CHANGING LANDSCAPE
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EVERYTHING STARTS WITH DESIGN & A GREAT STORY
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What is User Centered Design?
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User-centered design (UCD) is a method for designing ease of use into the total user experience with
products. Key to this approach is the focus on understanding the users—their environment, their goals and
tasks necessary to achieve these goals, their skills, and their abilities. Throughout the development cycle,
feedback and input from users is gathered to ensure that the design is based on real data, and not the
product development team’s imagination about what users do. This method enables the efficient design of
effective interactive systems as UCD expedites and simplifies gathering user feedback and incorporates it
into the design process.
Specifically, user-centered design means that product teams start by observing and working with its users.
Throughout the design process, users judge whether the product meets their requirements by evaluating
prototypes. After a period of iterative evaluation and design, the technology is built to fit the mockups.
User-centered design is about describing the whole user experience, not just what the users see on the
page. It is about relating user goals to application functions, as opposed to taking requirements from
someone and turning out web pages. The deliverable for user-centered design is a product that is useful,
usable, and desirable to users, not just the final HTML, programming, or implementation.
Note that user-centered design is different from and complementary to market research. Market research
strives to answer the question, “What product should be built?” Marketing knows what customers are asking
for, what drives their behavior at the point of sale, what they will pay for, and what determines their
purchasing habits. User Experience, on the other hand, knows what customers actually do, what makes a
product simple or difficult, usable or not. Thus, User Experience is better suited to answer the question,
“How should the product be designed?”
Marketing, User Experience, and Engineering offer a spectrum of perspectives in product development.
Creating the right synergy between these functions so that a successful product is built is not an easy task.
The section on “Implementing User-Centered Design” on p. 8 discusses not only how to build a User
Experience team but also how to incorporate this triad of groups successfully into a product development
team.
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User Centered Design = EXPERIENCE NOT NOISE
• The key to creating online experiences is all in the team you
hire.
– They must be great story tellers
– They must be consumers
– They must be strategic artists
• It is important to have a well-balanced team that has the skills
needed to implement a user-centered design approach to site,
media and mobile, often referred to as User Experience (UE).
• Rarely are all these skills found in one person, so we will
create a team of individuals who specialize in these areas who
can contribute uniquely to the final product. YOUR BRAND.
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DIGITAL + MARKETING : 101
An introduction to the Digital Marketing for traditional marketers and agencies
CONTINUE THE CONVERSATION
AT HTTP://JOANNAPENABICKLEY.TYPEPAD.COM
Presented By:
Joanna Pena-Bickley
VP, Interactive Group Creative Director
DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM