Techinadvertising

Navigating the

Technology Landscape

What Does Technology Mean

to Advertising Agencies?

Navigating the

Technology Landscape

http://www.youtube.com/watch?v=MimCZikP8cY&feature=channel

Navigating the

Technology LandscapeTechnology

is a necessary

evil

Technology is a

Godsend

Is your client aTechnophile or Technophobe

Technology has flooded the mainstream

(your client has it,

your competition has it,

and your consumers have it)

ToolsLaptop: Mac or PC

iPhone or Blackberry

iPod

Flash/Thumb drive

Microsoft Office

Project/Time Management Software

Contact Management Software

Extranet/Intranet/FTP

Facebook/LinkedIn/Twitter/YouTube

Personal Website

Blog

Google

GoogleMaps/GPS

WebEx

ToolsLaptop: Mac or PC

iPhone or Blackberry

iPod

Flash/Thumb drive

Microsoft Office

Project/Time Management Software

Contact Management Software

Extranet/Intranet/FTP

Facebook/LinkedIn/Twitter/YouTube

Personal Website

Blog

Google

GoogleMaps/GPS

WebEx

How does technology help your

client?

How does technology help your agency?

Navigating the

Technology Landscape

THE DIGITAL MEDIA LANDSCAPE OF 2008-2009

Social MediaConsumer

Generated MediaOnline Video

Search Marketing

WidgetsMobile Web 2.0

Online Advertising Email

Websites

SOCIAL MEDIA

• Online communities of people• Share ideas, content, and recommendations• 74% of respondents choose companies or brands based

on customer service experiences shared by other Web users on the Internet. (Source: Brandweek/ Society for New Communications Research, Palo Alto, Calif)

• 81% of those polled said they believe blogs, online rating systems and discussion forums give consumers "a greater voice" in customer service. (Source: Brandweek/ Society for New Communications Research, Palo Alto, Calif)

SOCIAL MEDIA

http://www.whitepapersource.com/socialmediamarketing/report/

CONSUMER GENERATED MEDIA

• Consumer reviews on Amazon, Netflix• Consumer advertising on eBay, YouTube• Consumer created ads for Doritos, Heinz• Blogs created by consumers and adopted by

major brands• Google Ads created by consumers to promote

their hobbies, businesses, and affiliations• Websites created by fans of brands

http://www.marklivesinikea.com

ONLINE VIDEO• Daily traffic to YouTube has nearly doubled to 48% of

adults• 54% of adults now have high-speed Internet connections at

home• 48 % of respondents used a video-sharing site, up from last

year's 33%• 15% of the respondents used a video-sharing site in the

day before they answered the survey (Source: Pew Internet & American Life Project )

http://www.marklivesinikea.com

SEARCH

• Search is the number one use of the Internet• Search Engine Optimization helps a marketer’s website

become listed prominently on the Search Results Page of Search Engines (Google, Yahoo!, MSN)

• Search Engine Marketing (SEM) ensures that a marketer’s website appears prominently on the Search Results Page of Search Engines (Google, Yahoo!, MSN)

• Pay-per-click SEM sends qualified leads directly to your website or landing page

WIDGETS

• Widgets help marketers to deliver their product and/or service to the desktops of consumers computers

• Widgets are downloadable and/or are easily embedded on consumers own websites, Social Network Pages, or blogs.

• Examples of widgets include calendars, calculators, traffic monitors, stock monitors, weather forecasts, news tickers, sports scores, sales monitors, slideshows, blog watchers, maps, driving directions, etc.

MOBILE

• Of the 60% of consumers who will limit their discretionary spending (due to a slowed economy), 41% of consumers, however, have no plans to stop or cut-back on the purchase of cell phones, making it an increasingly viable advertising channel (Source: 2008 Harris Interactive study)

• 16% of U.S. homes are using wireless phones exclusively (Source: 2008 National Center for Health Statistics)

• Non-digital media (print ads, direct mail, outdoor) are incorporating mobile text messaging call-to-actions to generate more immediate consumer responses

Pens Mobile Club - Text PENS to 32623 to Joinant to stay connected with the Pens at all times? Sign up to receive free text message alerts! Whether there is a big trade, breaking news, or special offers - you will find out first.Alerts go out after every game and include the 3 stars of the game. There is no charge to receive Pens Text Alerts. Standard text messaging rates apply.

WEB 2.0

• Web 2.0 refers to the trend in web development that recognizes how people are using a website and uses that activity help shape the website experience for others

• Some examples of Web 2.0– The “Most Popular Visited Pages” list of a website become the most

useful links on that website– “Consumers who ordered this product also ordered these”– Consumer reviews of products– Onsite Comments and Feedback– Tags and Buzzclouds

ONLINE ADVERTISING

• Contextually relevant ad placements (typical ad placements based on content that matches advertisers with areas of interest)

• Behavioral targeting (ad networks track consumers that indicate an interest in a topic on one site and begin advertising to them about that topic on subsequent sites)

• Re-targeting (people that visit your website are tagged and then shown ads on other websites after leaving your site)

• Rich-media (transactions and data gathering are built directly into the ad unit)

• Sponsorships (gaining tighter ties with relevant content)• Affiliations (ad serving networks that deliver click-throughs to

your site)

EMAIL

• House lists over bought lists - bought lists produce spam and subsequently backlash

• Content driven - email’s value to the receiver is based on it’s content

• Sent rate, open rate, click-throughs are the primary metrics that determine an email campaign’s success

between

40% to

70% of all

email is

currently

getting

blocked by

spam

filters!

WEBSITE

• Websites are becoming more transactional over informational

• Microsites are increasing in popularity as a method for addressing specific events and supporting specific campaigns

TOP 10 ONLINE MARKETING TRENDS

10. Social networking will get more and more niche. 9. Viral campaign Web sites will have a purpose. 8. User-generated content will be a component on most new Web

sites.7. Email marketers will demand more strategy from their marketing

agencies. 6. Great content is king. 5. Most successful companies will become media companies. 4. The Democrat majority in Congress swings the tide of online

marketing. 3. Greater integration of video into all Web sites. 2. Email mantra: list segmentation + relevant content = improved

results. 1. Thoughtful, cause-related (green) marketing is the biggest winner.

Source: marketingprofs.com

WHAT TO LOOK FOR IN A MODERN AD AGENCY

• Experience with online retail marketing

• Experience with building and managing databases

• Full-service interactive capabilities (strategic, creative, programming, hosting, email delivery, online ad development and support, web development and support)

• Experience with successfully integrating traditional and interactive elements in ongoing marketing campaigns

• Experience with Social Media

• Experience with creating and implementing online video

• Experience with implementing Web 2.0 standards

• Experience with developing overall digital media strategies that extend beyond the website and email campaign

• Experience with targeted online media and the development of rich-media campaigns

Contact Mike Heronime

v: 214.635.2232e: [email protected]

a: 2900 Gateway Dr., Suite 620, Irving, TX 75063w: www.numantra.com

w: facebook.com/profile.php?id=834138855w: linkedin.com/in/mikeheronime

w: twitter.com/Heronime