Emerging Media & It's Impact on Marketing
Post on 12-May-2015
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http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
EmergingMedia&It’sImpactonMarketing
http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
Digitalisnotabouttechnology.It’saboutHumanBehaviorandtechnologies’seamlessintegrationintoourdailylife.
http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
Today,allbrandssufferfromGMOOT
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‘Get Me One Of Those’
…a phenomenon that helps explain why there are so many
lousy viral videos and new-media initiatives out there.
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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.
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WhatIsEmergingMedia?
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EmergingMedia–RulesoftheRoad Authenticity
– Grassrootsstartcreatedvaluefor“real”– Peoplewanttohearavoice– Communicationisconversational,notcanned– Whatyouareforlunchdoesmatter
Transparency– Don’tthink“clingwrap”– Communitymemberswanttoknowwhoistalking– Openlycommunicate&solveproblems– Youdon’thavetoshoweverything
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EmergingMedia–RulesoftheRoad Reciprocity
– Tradingcomments– Followingback– Forwardinginformationonbysharing
UserGeneratedContent– Hasgreatervaluethancorporate– Hasauthenticity&transparencybuiltin– Hasalteredexpectationsfortheonlineeconomy
http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
EmergingMedia–RulesoftheRoad GivingCredit
– Alwayscreditother’scontent– Linktoothersitesinblogposts– Createacorporateblogrolltoacknowledgeregularcontentcreators
Listening– Taketimetofollowandobserve– Evaluatecommunicationoveraperiodoftime– Usetoolsforlistening&monitoring
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WhatWeAreUsedTo
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WhatWeShouldBeDoing
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WhyItMatters
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http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
Mobilityandnewplatforms
Localization
ContentisfragmentedEverythingissocial
Newbusinessmodels
FiveThingsDrivingDigitalMedia
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“Marketingshouldn’tbeaboutsendingeverybodytoapoint…itshouldbeaboutpeopleandtheinteractionsbetweenpeople.”
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ALessonInEvolution
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NetworkstoCreate&Share
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EvolutionofConsumers
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Consumerbeforeemergingmedia
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Andnow…
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ConsumersUsedtoWatch
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NowTheyCreate
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NowTheyControl
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TheyDefineBrands
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TheyHaveInstantInformation
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EvolutionofMedia
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TheyMadeIt–YouConsumedIt
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Nowweallhaveon‐demandaccesstoeverything.
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AndThenThere’s….UserGeneratedContent
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EvolutionofBrands
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Not anymore
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Createutilities
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EvolutionofCreativity
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Brandsarelookingfornewsourcesofcreativecontent
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http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
“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.”
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http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
TheAppMarket
300,000+apps 30,000+apps
AsSmartPhones,Android,iPhoneandWindowsPhonescontinuetogrowinthemarket,thenumberofavailableappswillcontinuetoincreaseforallouron‐the‐goneeds
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GamingConsoles
52.1million 85.3million48.1million
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Sohowisemergingmediabeingusedtoday?
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Proximity Marketing
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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
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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
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LBS‐Color Colorisanewsmartphoneapplicationthatallowsyoutobevirtuallyall‐seeing
CombinesauniqueeverythingispublictoeveryoneprivacypolicyusingTwitterandFacebookprofilesconnectedtoourphones
Colorfollowstheuserswherevertheygowiththeirphones,connectingthemtootherColorusersbasedonproximity(location)
Howdoesitwork–imagineyourselfataweddingwhereeveryoneistakingpicturesandvideowiththeirphonespostingthemtoColor
Allthepictureswillbeimmediatelysharedwithallthesurroundingphones–aswellasanyotherpicturessharedwiththeapp
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LBS‐Whrrl 300,000users “Checkin,UnlockSocieties,UnleashyourFootstream”
MarektingOpportunities– CustomSocieties– SocietyRewards
NotableBrands– RedBull– CaesarsPalace– CirquedeSoleil– JiveRecords
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LBS–LooptStar 4MillionUsersacrossallLooptPlatforms
MarketingOpportunities– Customreal‐worldrewards– Coupons,e‐mailcodes,displayed
codesforcashiers CaseStudy–VirginAmerica
– 2‐for‐1tacosandticketstoMexico
– 5thhighestsalesdayinVirginAmericahistory
NotableBrands– Gap– BurgerKing
http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
LBS‐BrightKite 5.5MillionUsers Thesimplewaytokeepupwithfriends
&places MarketingOpportunities
– Highlytargetedmediaplacement– Loyaltyprograms
CaseStudy–Starbucks– Location&CompetitorTargeting– Badges,CouponsandHappy
Hours NotableBrands
– McDonald’s– DentyneGum– BestBuy– P&G– CBSTelevision
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StarbucksandBrightKite
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48 full-time moderators
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AugmentedReality
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WhatisAdverGaming?
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Thepracticeofusingcustombrandedorsponsoredvideogamestoadvertiseaproduct,
service,organizationorviewpoint.
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Mostvisitedaspectofbrandwebsitesandbecomingan
integratedpartofbrandmediaplanninginanincreasinglyfractured
mediaenvironment.
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Associatingabrandwiththefunofgamingisknowntoliftbrand
metricssuchasbrandawareness,messageassociationandpurchase
intent
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Consumersaremorelikelytoremembernotjustthebrandorproductitself,buttoassociatespecificbrandattributeswithit
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Viraladvergames
GettheGlasswasacampaignfor“GotMilk”thatgeneratedover4millionvisitorsspendingandaverageof9minutes/visit.
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Viraladvergames
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Viraladvergames
TeamGeistwasanAdidascampaignthathadover500,000visitsinthefirstthreeweeksonthecampaign
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Viraladvergames
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Socialadvergames
JeTueUnAmiwasacampaigntohireassassinstokillyourFacebookfriends.
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Socialadvergames 221Bwasbuiltaroundthelaunchofthe“SherlockHolmes”movietojoinyourFacebookfriendshelpSherlockHolmessolvehiscase.
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Q&A‐Aardvark
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Q&A‐Quora
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QRCodes 2DBarcodesoneverything HowIsItUsed?
– DistributeURLs,TextandPhoneNumbers
– NewHyperlinks– Coupons
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http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled
BrandedEntertainment
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IKEA‐EasytoAssemble
OnlinewebseriescreatedbyIlleanaDouglasandfinancedbyIKEA
Scored1.5millionviewspermonthinitssecondseason Brandfinancedprojectsarefindingmajorviewershiponline
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BeganasbrandedwebseriesfinancedbySuaveShampoo,SprintandMSN
Aftergettingbigviewership,theserieswasboughtbyABCforaTVversion.
Forthefirsttime,abrandbecamealicensorofintellectualpropertytoabroadcaster.ABCpaidthebrandstousetheirbrandedcontent.
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