Facing the digital economy

Facing the Digital Economy

Damjan ArsovskiiFront, 10.06.2010

About…

• Interactive Marketing Specialist at Blueliner Marketing, New York

• Co-Founder and Project Manager at IWM Network, Macedonia

• Co-Founder and Editor in Chief at IT.com.mk, Macedonia

• Shareholder and User Experience/Marketing Consultant at Copa TV, California

About Blueliner• Internet marketing and web development firm • HQ on Wall Street, NYC with offices in India & Bangladesh• Recognized for hybrid on/offshore model, award-winning design, and ROI-driven, online

marketing campaigns• Core services: web design (dev/e-commerce) and internet marketing strategies (7 Pillars)

Arman Rousta, Co-Founder & CEO

- Successful entrepreneur;- Guided prior acquisitions- Inventor of 7 Pillars of Internet Marketing - Featured on CNNfn, Newsweek, Success Mag., Crain’s NY and Barron’s

David Houle, Chief Business Strategist

- VP Sales for launch of MTV, VH1, CNN Headline News- 25+ yrs in media, advertising sales, and programming- Won a Peabody, two Emmys and was nominated for an Academy Award- Public Speaker, Author, Featured Columnist on Oprah.com

Blueliner New YorkBlueliner New York

Blueliner BangladeshBlueliner Bangladesh

Blueliner IndiaBlueliner India

About IWM Network

• Macedonian portal for information and communication technology

• Web 2.0 medium

• Mission: support, educate and promote the Macedonian IT potential

• Mix between interactive marketing agency and consulting company

• Specializes in branding, design, web development and e-marketing

• Private company established in 2008

Blueliner’s 7 Pillars of e-MarketingBlueliner’s 7 Pillars of e-Marketing

Pillar 1. Search Engine Optimization

Pillar 2. Online Advertising (PPC, CPM)

Pillar 3. Email Marketing

Pillar 4. Interactive PR

Pillar 5. Affiliate Marketing (CPA/CPL)

Pillar 6. Web Analytics

Pillar 7. Social Media

THE AGE OF DIGITAL ECONOMYTHE AGE OF DIGITAL ECONOMY

Example #1: Money/PaymentExample #1: Money/Payment

Example #2: ServicesExample #2: Services

Example #3: InformationExample #3: Information

Example #4: BusinessExample #4: Business

24 yr old musician Tihomir Cvetkovski from Prilep, Macedonia

Example #5: Decision MakingExample #5: Decision Making

Status question: Good pizza in Skopje, Macedonia?

Example #5: Decision Making (cont.)Example #5: Decision Making (cont.)

People I’ve neverdirectly met or I’ve

been introduced to….

Example #5: Decision Making (cont.)Example #5: Decision Making (cont.)

WHAT’S CHANGED…?WHAT’S CHANGED…?

InformationInformation

"So why did we build a new search indexing system? Searchers want to find the latest relevant content and publishers

expect to be found the instant they publish." - Google blog post "Our new search index: Caffeine"

Old School…Old School…

New School…New School…

WHAT ELSE HAS CHANGED?WHAT ELSE HAS CHANGED?

WELL, NOW USERS WELL, NOW USERS PWN THE WORLD!PWN THE WORLD!

Users pwn the Web!Users pwn the Web!

• They can use millions of easy available tools to publish info and say what they want to say, without censorship…

Users pwn the Web!Users pwn the Web!

• They have voice and are also well connected between each other on a global level via multiple platforms….

Users pwn the Web!Users pwn the Web!

• They control the situation and can cause serious damage…• Ex. Toyota, BP Oil Spil, Iran, Mumbai…

Users pwn the Web!Users pwn the Web!

Users pwn the Web!Users pwn the Web!

Users pwn the Web!Users pwn the Web!

Users pwn the Web!Users pwn the Web!

Clients are always right…

… except when they are NOT!

Clients are not always right!?Clients are not always right!?

Clients are not always right!?Clients are not always right!?

SO, WHAT TO DO ABOUT THIS?SO, WHAT TO DO ABOUT THIS?

1) Learn to Compete on a Global Level1) Learn to Compete on a Global Level

2) Learn to Communicate2) Learn to Communicate

3) Be Brave and Innovative…3) Be Brave and Innovative…

3) Start Thinking Outside the Box3) Start Thinking Outside the Box

4) Invest and Experiment4) Invest and ExperimentCLIENT BENEFITS FROM TOP SEARCH ENGINE RANKINGS

“Honeymoon vacation” 60,000 searches per month!

1st page of Google, 5th listing

SEM Case Study: Lufthansa AirlinesSEM Case Study: Lufthansa AirlinesClient:

Lufthansa serves more than 330 destinations in over 90 countries. It is renowned

for its service to Germany, Europe and beyond. The identified challenges we faced:

the airline needed to overcome the high price-point perception to successfully target

the economically savvy ethnic consumer while competing against multiple non-stop

carriers.

Campaign Objective:

Identify and increase overall market share within untapped U.S. communities.

Shift leisure sales from agents to weflyhome.com.

Services Rendered:

Market research and consumer preference analysis; Marketing strategy

development; creative solutions; Targeted media planning and buying; Online ip-

targeting;

PR and multicultural relations and Consulting on market preferences and trends.

Results:

Traffic to special online booking portal increased from 0 to 300,000 unique web

users in 6 months; Ticket revenue surpassed business case target by 91% in 2005

and 130% in 2006. In 2008, October’s movie night campaign garnered 16,000 new

visitors to the microsite.

In January 2009 advanced bookings to India increased by 30% compared to last

year – in a downturn economy.

Client Testimonial:

“ Without a doubt our marketing activities and efforts have made a strong

contribution towards this success ,” Dirk Janzen, Director, Leisure & Online Sales.

5) Use the Tools5) Use the Tools

6) Learn to Adapt to New Things6) Learn to Adapt to New Things

Learn to adapt quickly or…Learn to adapt quickly or…

Tnx!Tnx!

Damjan ArsovskiDamjan [email protected]@bluelinerny.com

[email protected]@iwmnetwork.com

+1 914 410-6323+1 914 410-6323+389 71 60 30 81+389 71 60 30 81

@arsovski@arsovski