The New Wave of Marketing Technologies

The New Wave of Marketing Technologies

Passive, One way Experience

Interactive, Engaging Experience

Poll #1

Have you or your client’s interactive budgets gone up, down or stayed the same this year?

a) Increased

b) Decreased

c) Stayed the same

d) No budget for interactive marketing

Technology enables story-telling to be more interactive and engaging, and creates an emotional and memorable user experience

About The1stMovement

Multiple Consumer Touchpoints

Your Brand’s Digital Footprint

• There are so many channels now to spread a brand or push out a campaign • Flash reusability – more bang for your buck!• Match to your audience• Drive traffic appropriately• Track and measure!

What We’ll Be Covering

1) Social Media Technologies

2) 3D Explosion on the web

3) Going Beyond the Web

4) Mobile Technologies

5) Blurring the Line Between Online/Offline

5) The Future of Desktop Marketing

6) Integrated Campaigns (How to Use it all Together)

Social Media Technologies

Blogs

• Brands use Blogs to communicate with their customers directly• They offer a more honest and personal view than traditional marketing channels• Thought-leadership / Credibility• Low-cost or free Blog Platform (Blogger, WordPress, MoveableType)

Blogs

• Even more personal when CEO’s host their own personal blog• Thought-leadership both externally and internally

Blogs

• Blogs are not limited to just text • Photo / Audio / Video blogs (vlogs)• Utilize the same low-cost or free platforms • Use YouTube, Flickr and more to blog

Blogs

Poll #2

Do you tweet under your personal name or your company/brand?

a) Personal Name

b) Your Company/Brand

c) Both

d) I don’t use Twitter

Twitter

• The new blog (Micro-blogging)• Zappos: CEO Tony Hsieh has personal conversations and gives away product• Connects locally for events, giveaways, etc. • Fits perfectly with their customer-centric approach

Twitter

Twitter

• Apple vs. Skittles example• Apple using consumers to do marketing for them• Skittles pulling real-time “#skittles” tweets into their corporate site• Lack of filtering had a negative effect

Twitter

Offered free shipping and promoted in three ways:

Twitter – Real Results – The Wine Library

Initiative Cost Result

1) Direct marketing mailing $15,000 200 new customers

2) Billboard ad $7,500 300 new customers

3) Tweeted the promotion on Twitter free 1,800 new customers

Twitter - Real Results - The Wine Library

Widgets

• Excellent extension channel to any marketing campaign• Rich interactivity and “Viral”• On the Web with MySpace, Facebook, and Blogs• Also for Desktop (Yahoo, Apple, Google, AIR)• Not just B2C - also a strong tool for B2B marketing

Widgets

Putting it all together on the Web

AT&T Team USA Soundtrack Campaign

• Most-recalled sponsor feature during the Olympic game broadcast (Nielsen IAG, 8/18 – 9/14/2008, reported in AdWeek 9/22/08)• Download proceeds generated $1 million for Team USA • Over 20k visits per day on English & Spanish Microsites• 27k downloads of Soundtrack widgets on Facebook and MySpace.• Over 3k iTunes click through per day on iPhone site• Video content received over 2 million views throughout AT&T’s 3-screens

AT&T Team USA Soundtrack Campaign

3D Explosion on the Web

Papervision 3D and Away 3D

3D Navigation

Virtual Interaction with Product

3D Viral Campaigns / Games

Augmented Reality

BMW Z4 in 3D

Augmented Reality

/Going Beyond the Web

Interactive Exhibition

• Motion detection• Multi-touch ability• Collaboration with other users• Projectors, touchscreens, floor-based, tables, etc.• Tradeshows, in-store, store windows, museums, conferences, etc.

Interactive Exhibition

3D Immersion

Multi-touch Interactive Display

• “Minority Report” type interaction• Microsoft Surface / Apple iPhone technology leading charge• No keyboard, no mouse • The future of digital interaction!

Multi-touch Interactive Display

The Future of Interaction

Mobile Technologies

Poll #3

Does your brand have a reachable presence via mobile device?

a) Absolutely!

b) We have a mobile site

c) We have some neat mobile apps

c) I don’t think we have anything

• Mobile Applications / Games / Music / Ringtones• WAP sites• GPS enabled• Mobile Video increasingly popular

Mobile Technologies

• Each month, 10.3 million U.S. mobile phone subscribers access video content via their phones — up 14% from 2007• Among mobile video users, Apple’s iPhone is the most popular phone: as of Q3 2008, 11% of all streaming video users were using an Apple iPhone, and 35% of iPhone users reported regularly using mobile video (compared to about 5% of all mobile subscribers)

Mobile Video

iPhone Interaction

• iPhone Penetration to grow 164% by 2010, as opposed to Blackberry dropping 7%• 67% of total mobile internet traffic• 36k apps and counting• Redefining mobile games with Peer-to-Peer Bluetooth in Version 3.0 (Multiplayer games)• GPS enabled applications• ObjectiveC is the #2 most popular “new” language (behind ActionScript)

http://blogs.zdnet.com/Greenfield/?p=230

iPhone Interaction

• PDA, Mobile gaming, etc.• Thirty-six percent of heads of households play games on a wireless device, such as a cell phone or PDA, up from 20 percent in 2002• 190 million households will use a next-generation video game console in 2012• Of the above, 148 million households will have this console connected to the Internet

http://www.grabstats.com/statcategorymain.asp?StatCatID=13

Other Mobile Devices

• Over 800 million mobile devices have a Flash player installed• Flash is supported on mobile devices including mobile phones, PDAs, gaming devices (PS3, Nintendo Wii, PSP and more), music players, and digital cameras• Flash 10 player and AIR player coming soon (increases reusability and promotes an engaging interactive experience while lowering the production costs)

Flash on Mobile

Blurring the Line of Online/Offline

Interactive TV / Web Synchronizations

Interactive TV / Web Synchronizations

• Data / Animations / Videos real-time synchronizations between TV and Web• Turn passive TV watching experience into interactive• More user experiences increase time spent with your story, and your brand

The Future of Desktop Marketing

Adobe AIR

• Bring the Web to the Desktop• Endless possibilities!• Leverage existing Web technologies like Flash, HTML, JavaScript, and Flex• Customized and personalized applications• Also a great tool for internal marketing communications and sales team

Adobe AIR

Integrated Campaign

Integrated Campaign

• Technology channels really play along with the rest of a traditional marketing campaign • Critical in building awareness• Builds “viral” quality both online and offline• Holistic and integrated• R.O.I. trackable and measureable

Integrated Campaign

Poll #4

As a marketing professional, are you dedicated to pushing your brand with emerging technologies?

a) Yesb) No

Thanks! Q&A