Digital Landscape
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The document discusses the evolution of the digital landscape and internet marketing. It provides information on key aspects of the digital ecosystem including hardware providers, software companies, web hosting, search engines, content sites, and internet marketing. It also summarizes the growth of internet users globally and in countries like the US, India, and China. The document highlights trends in digital advertising spending and revenue for various digital channels over time. It also outlines consumers' online behaviors like curating, producing, commenting, sharing, and watching content. Finally, it contrasts pre-digital and digital marketing approaches and lists some popular social media marketing platforms.
Digital Landscape
- 1. The Digital Landscape Then, Now and Forever….
- 2. The Internet Ecosystem IT Consulting and ISPs / Backbone Software Hardware Providers Solutions Networks Companies Companies Web Hosting, Search Engines / Caching, Content Content Sites SaaS / ASP Portals Delivery Internet Marketing, Email Marketing Ad Agencies Ad Networks Advertising and and Support Web Design E-Commerce B2B E-Commerce Marketers
- 3. Evolution of the World Wide Web 1958 - 1994 1995 - 2000 2001 - 2010 Basic Internet Amazon.com Wikipedia developed eBay iTunes First email system Craigslist Technorati TCP/IP Protocol IE v1.0 Mozilla 1.0 Term www is RealAudio MySpace coined Yahoo Google AdSense Mosaic Browser v1.0 Google launched Web 2.0 First Search PPC ads Facebook Engines Launched NASDAQ Peaks Blogs First Banner Ad Ajax appears YouTube First ecom transaction Social Networking Twitter
- 4. World Internet Users Germany, 54 India, 81 China, Japan, 96 360 USA, 220 Figures in Millions
- 5. US Advertising Spends In $Billions 368 Digital 16% 367 TV 37% 366 365 Print 364 30% Digital 363 Invest 17% 362 2009 2010 Source: Annual Advertising and Marketing Study 2009, Outsell Inc.
- 6. Years to Reach $20B in Ad Revenue Online Cable TV Broadcast TV Years Radio Newspaper 0 20 40 60 80 100 120 140 Source: Universal McCann, IAB Internet Advertising Report, Booz & Company Analysis
- 7. Advertising Share in India Functionality Perception Internet 5% Engaging Radio Others the 1% 15% consumer 20% Lead Generation 50% Print Brand Building 27% TV and 52% Creating Awareness 30% Source: Webchutney, Juxt Consulting: Digital Media Outlook 2009: A Study of the Indian Digital Marketing Scenario.
- 8. Internet Advertising Revenue - India Viral Advertising Mobile Internet 6% Advertising 2% Email Develop and Marketing Maintain 14% Websites 30% Social Media Marketing 15% Ad Networks 17% Display and Banner Advertising 16% Source: Webchutney, Juxt Consulting: Digital Media Outlook 2009: A Study of the Indian Digital Marketing Scenario.
- 9. Consumers’ Online Behaviour • Curating: Curating – Moderate or are heavily involved in online communities, for ex. Wikipedia, fan pages, or discussion Producing boards; Invested in success of a product, service, or community, want to give back, or be recognized Commenting • Producing – Create and publish their own content, websites, blogs, or Sharing podcasts ; Want to express identity, own content, be heard, or be recognized Watching Source: Understand Your Customers’ Social Behaviors – Charelene Li, Jeremiah Owyang, Altimeter Group
- 10. Consumers’ Online Behaviour • Commenting Curating – Respond to others’ content, comment on blogs or news stories, review or rate Producing products; Actively participate, support, or contribute ideas/opinions Commenting • Sharing – Update status on social sites or Twitter, upload photos, videos, Sharing articles, etc; Want to share the information they have with peers, both to support others, and demonstrate Watching knowledge Source: Understand Your Customers’ Social Behaviors – Charelene Li, Jeremiah Owyang, Altimeter Group
- 11. Consumers’ Online Behaviour Curating • Watching: – visit social Producing networking sites, read blogs, watch videos; Commenting – To seek social-created content to help with making decisions, Sharing learning from peers, or entertainment Watching Source: Understand Your Customers’ Social Behaviors – Charelene Li, Jeremiah Owyang, Altimeter Group
- 12. Evolution of Marketing Activity Pre-Digital Digital Who – Know Segments and Targeting: Socio- Segments and Targeting: Interests who your Demographic and Affinities customers are Insights : Research Insights: Real-Time What – Be clear One Message: Different Messages: what your For all consumers / For different situations consumers /situations brand offers Advertising created by Content created by Brand Brand/Consumer Channels: How – Choose Channels: Offline and Online how to Offline, One-way Push Two way Push and communicate Pull
- 13. Some Social Media Marketing platforms Popular micro-sharing World’s leading social A Social Network site for platform, a “real-time networking site where users business professionals information network” can add friends, send 75 m users total, 1.8 m in messages and build their own profile. 60 m users total, 2.5 in India India. used for keyword search 400 m users total, 12.4 m in monitoring, track what India people are saying about you Great for engaging people Effective for personal and your competitors. who like your brand, want branding and demonstrating to share their opinions, and your Organization’s participate in giveaways and professional prowess. Offers unique opportunities competitions. for website integration and engaging with customers Employees can maintain Facebook Brand Pages are complete profiles to great for brand exposure strengthen your team’s reputation.