Digital Media: The New Face of Sales and Promotions Dave Hendricks Executive Vice President, Strategy and Planning Datran Media.

Digital Media: The New Face of Sales and Promotions

Dave HendricksExecutive Vice President, Strategy and PlanningDatran Media

• A primer on the important players and trends in Interactive Marketing• Walk away with practical issues you must consider to create effective digital marketing. • Understand the available products in both hardware and the new emerging software category. • How to reach new customers in the digital sales and marketing era. • What the heck this twitter thing is all about

What you’ll learn today:

What’s happening to the human race?

We are turning into a universal nerd culture

…And while we used to hide ourselves and our passions in the basement

…we’ve recently decided to go public…and mobile!

Culture is now mobile, and we take our gadgets with us

The Direct Marketing Universe has completely Changed

And the wish book of 15 years ago..

Has been replaced by today’s instant gratification of the Web

eCommerce was only the beginning

• Early ecommerce was ‘brochureware’• Established retailers started online versions of

brick and mortar stores• Marketing followed similar techniques from

olden days (email replaced catalogs)

In 1996 things started getting interesting:

• Laying the foundation for interactive marketing– 1995: Yahoo (Portal)– 1996: DoubleClick (display)– 1998: Google (search)– 2001: Datran Media (Acquisition email)

Web 2.0:

• Laying the foundation for interactive marketing– 2002: Friendster (Social Network)– 2003: RightMedia (ad network/exchange)– 2003: MySpace (Social)– 2003: Delicious– 2004: Facebook (Social Network)– 2004: Digg (Social News)– 2006: Twitter (micro-blogging)

Some other notables:

• Laying the foundation for interactive marketing– 1995: Craigslist (Classifieds)– 2000: Daily Candy (Fashion Community)– 2003: LinkedIn (networking)– 2003: Skype (communications)

Future Market is Mobile and SOCIAL

Future Market is Mobile and SOCIAL

Analysts predict that the worldwide mobile advertising market will explode from $700 million in 2008 to $7.2 billion by 2012

Consumers are driving the shift – not marketers

• Handset purchases outpacing PCs• More powerful processors• High Quality (not HD yet) graphics• Portable Storage Media• Photos• Music• Sharing

How Marketers can ride this wave

• Carefully• Make it easy to find your brand• Allow users to interact• Set it free• Bookmark it• Comment it• Socialize it

Social Media - Facebook

• Facebook– Fan Pages – Zappos, Nickelodeon, Tide– Feed – NYT, Wall Street Journal– Display Ads – Paramount Pictures– Applications – 10,000– Mobile – Blackberry and iPhone– Resource: www.insidefacebook.com

Facebook – Lifestyle Marketing

Facebook – Mobile Marketing

Social Media - MySpace

• MySpace– Fan Pages– Feeds– Email– Great for musicians and artists– Open platform for creation– Skewing older now (Lionel Richie)– Resource: http://www.nickjag.com/marketing

Social Media - MySpace

Digital Marketing Hardware Platforms

iPhone

Sony PS3Palm Pre

PC

There are currently 50,000 apps available for the Apple iPhone, as compared to:•4,900 Google (GOOG) Android apps•1,088 Nokia (NOK) Ovi Store apps•1,030 Research in Motion (RIMM) BlackBerry apps, and•18 apps

Reaching consumers using the new tools

• Embrace Social Media• Build a community• Let your customers interact with, criticize• Monitor your brand online• Act quickly for good, against bad

2009 ‘Apptervising’ Case Study: Burger King’s Whopper Sacrifice Campaign

Case Study :Karmaloop.com

Partying with their customers

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Web App Case Study:

Case Study:

More than 200 employees twittering including CEO!Twitter costs $0 to use. Leverage the Culture!

Zappos has over 700k followers on Twitter

Blog Case Study: Wine Library TV

http://tv.winelibrary.com/

•Over 650 episodes•Including Celebrity visits•Drives to Review Sites•Purchase option•Share with friends•Follow on Twitter

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