Digital Fundamentals Presentation

The Media Revolution.... and what it means for marketers

What’s hot and what’s not!

Research and Trends in Digital Marketing

Digital Marketing Challenges

I. The Media Revolution

Changing Media....

“Every day new technology is tearing down old ways of doing business. In the process it is driving us away from a mass media where news and entertainment was centrally controlled and towards consumers.”

Rupert Murdoch, CEONews Corporation

A crisis for mass media?

.......Yes!

.......Digital Media and Content Today

Community!

Search

Real Time

Rising trends

So what does this mean for marketers?

Interruption Marketing

“Solution for businesses is to change business practicesto suit the new marketplace – not to try to adapt the oldbusiness models to new world.”

“We recognise that we are entering an era in which travellers are in control: producing and distributing content. Gone is the time

when conversations were a one way broadcast model – now dynamic conversations are taking place. Customers interact with our marketing messages, reshaping them and distributing them

through social media channels.”

Social Media Manager, Turkish Airlines

‘The Internet Doesn’t Forget!’

II. Digital Media and Marketing ..... What’s hot

and what’s not!

What’s Not Hot ..........

Your website (probably)

The Problem?

Go where the party is ...social media sites etc

Source: Brian Solis, 2009

What’s Hot..............

Social Media

Search Marketing

E-Newsletters...

Analytics

III. Digital Media and Marketing ..... Research and

Trends

SEO and Email: Best RoI

PPC Down!

Social Media Rol increasing

Digital Marketing Return on Investment

SEO Objectives

Social Media Objectives

Email Marketing Priorities

Digital Media and Marketing ..... Budgets

Digital Budgets to Increase

72% in 2011

Source: Econsultancy, 2010

Only 4% decrease

Over 50% of companies plan to increase their

digital budgets by up to

30% Source: Econsultancy, 2010

More than half of agencies surveyed

58%say their clients will be reducing investment in offline marketing channels in 2011

Source: Econsultancy, 2010

Channels: Biggest Budget rises in 2011 are for...........

Social Media

Email Marketing

Mobile Marketing

Corporate Website

SEOSource: Econsultancy, 2011

75% of companies to increase budgets for off-site social media

(Facebook and Twitter) . 64% are increasing budgets for on-site social media activity (ratings and reviews and blogs).

Source: Econsultancy, 2011

Digital budget decreases among companies for:

Pay Per Click Advertising 14%

Online Display Advertising 12%Source: Econsultancy, 2011

CIM Ireland - Online Marketing Poll May 2011

“Northern Ireland businesses understand

the benefits of online

marketing.........however, concerns over

online brand reputation, lack of resources

and difficulty measuring success are definite

barriers.”

Channel Usage:

88% use social media as an online marketing tool

Email marketing 70% and analytics

70%

Reasons for investment:

“promoting the brand online” 82%

“driving sales/leads” 73%

“improving customer service” 73%

“lack of human resources to manage

online campaigns” 48.5% “measuring return on investment”

45.5%

“lack of budget” 39.4%

Barriers to online marketing

Online reputation management concerns

59.4% concerned about the impact negative comments and reviews online can have on their brand.

VI. Challenges for Marketers in the Digital Age

Mastering Social Media

Becoming ‘radically transparent’

Becoming kings of content

Learning and Training Selling Digital marketing to management

Integrated Marketing

IV. Digital Marketing Challenges for Marketers

Social Media:

getting it right

and

managing the risks

Social Media is About....

Engagement

Sharing

Managing Social Media Risks .... If you need to.

Belfast City Council and Lennox the Dog

Developing Strategies, Policies etc .

“Stop hiding behind media and marketing... Reach out to your customers through social media, blogs and search engines”

Data and Insights

Marketers have to become data managers. Why?

No point driving people to sites and not measuring what’s happening!

But this is a good thing!

Become a king of content!

Content marketing is about delivering unique, interesting and useful content to your customer base ....... Through your website, Facebook, Flickr etc

Meet Tom, the world best content marketer....

You choose the channels best for

your business and your

objectives!

Source: Brian Solis, 2009

Start with your goals Q. Are we clear on our objectives for each search and visit?

Prominent Unique phone number for

tracking

IncentivisedLead generation

form

Conversion goals+ OVP

Answer customers’ concerns

SEO Relevance headings0

Key brand messages

1 Generate sale or lead (on &

offline)– Visit conversion rate– Lead – E-mail address– Call back

2 Engage audience– Reduce bounce rate– Increase value events– Increase return rate

3 Answer the visitors’ questions:– Entry or subsequent page – New to company– Customer or prospect – Targeted segments

4 Showcase range of products (cross-sell)5 Reinforce key brand messages (99% won’t convert in single session)6 Attract visitors = SEO

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Source: Dave Chaffey, Smart Insights

www.linkedin.com/in/paulmcgarrity

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