Unsummit08
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1) Traditional media such as broadcast, print, and radio are declining while digital media such as digital video, citizen journalism, and digital radio are growing. 2) Brand marketers want agencies that have a strong understanding of the digital space and can engage consumers through new digital technologies and measure the success of campaigns. 3) Digital represents a cultural shift from consumerism to citizenship where messages become ongoing responses to public opinion within social networks. Marketers are looking for guidance through this change.
Unsummit08
- 1. Traditional meets Digital Wednesday, October 1, 2008
- 2. Wednesday, October 1, 2008
- 3. The Setup Traditional Media is Dead. Dying?
- 4. The Setup Broadcast viewership is declining Graph by Chris Anderson – www.thelongtail.com
- 5. The Setup Print is declining Graph by Newspaper Association of America
- 6. The Setup Radio is declining Chart by TNS Media Intelligence
- 7. The Setup Yet, traditional media is as alive as ever. Channels are shifting – media is not.
- 8. The Setup Digital Video is growing Chart by eMarketer – www.eMarketer.com
- 9. The Setup Citizen Journalism is on the rise Figures from Technorati State of the Blogosphere Report, 2008
- 10. The Setup Digital Radio is growing rapidly Graph from Wikimedia collection – Blue shows television radio listeners, Green represents internet listeners, and Red shows satellite device listeners.
- 11. The Setup Sapient reinforces the shift to digital Brand Marketers’ Top 10 Wish List for Agencies of the Future
- 12. The Setup More than three quarters rated interactive/digital as important/very important More than a third surveyed are not confident their current agency is well-positioned to take their brand through the unchartered waters of online digital marketing and interactive advertising Nearly half of the respondents have switched agencies (or plan to) for one with greater digital knowledge 1> Greater knowledge of the digital space
- 13. The Setup 90% agree it is becoming increasingly important that their agency use pull interactions to engage consumers Image by rustman via Flickr 2> More use of pull interaction
- 14. The Setup 94% expressed interest in leveraging virtual communities (public and private) to understand more about their target audience 3> Leverage virtual communities Visual created by David Armano – darmano.typepad.com
- 15. The Setup 92% said it was somewhat/very important that agency employees use the technologies they are recommending 4> Agency executives using the technology they are recommending Visual created by David Armano – darmano.typepad.com
- 16. The Setup 43% said agencies with chief digital officers are more appealing than those without Visual Map created by iA.jp 5> Chief Digital Officers make agencies more appealing
- 17. The Setup 63% said that an agency’s Web 2.0 and social media capabilities are important/very important when it comes to agency selection 6> Web 2.0 and social media savvy Visual created by David Armano – darmano.typepad.com
- 18. The Setup 76% deemed this as an important/very important aspect of their agency’s online digital marketing and interactive advertising area of expertise Image by rustman via Flickr 7> Agencies that understand consumer behavior
- 19. The Setup 77% ranked strategy/brain trust capabilities at the top of their agency wish list Image by tharpo via Flickr 8> Demonstrate strategic thinking
- 20. The Setup 67% ranked branding at the top of their agency wish list 76% ranked creative capabilities as important/very important 9> Branding and creative capabilities
- 21. The Setup It’s no surprise that marketers want an agency that can report on where campaigns succeeded, fell short and where they should be fine-tuned 65% ranked analytics at the top of their agency wish list Image by Jenica26 via Flickr 10> Ability to measure success
- 22. Wednesday, October 1, 2008
- 23. The Story So why digital, why now? Brands are looking for a voice to guide them through the storm.
- 24. The Story Digital is a cultural shift Stone Age Bronze Age Iron Age Greek/Roman Age Middle Ages Renaissance Age Reformation Age of Enlightenment Industrial Age Digital Age Internet Age
- 25. The Story Citizenship replaces Consumerism Messages become responses One off becomes sustainable Demographics become Psychographics Products and Services become Experiences Preference becomes Public Opinion Market research becomes Social Networks Jules Peck & Robert Phillips, “Citizen Renaissance”
- 26. The Story Finite solutions are gone. Replaced by engagement in the new debate.
- 27. The Story I love OXO. Are you familiar with them? How about now? Now?
- 28. The Story OXO has four criteria for filtering feedback You must be able to understand what it does just by looking at it Knowing how to use it has to be obvious It must be thought provoking It should warrant consistent use
- 29. The Story I’ll never own another peeler.
- 30. The Story They have found that their customers can't articulate their problems well.
- 31. The Story I added this.
- 32. The Story It leaks.
- 33. The Story And more.
- 34. Wednesday, October 1, 2008
- 35. The Pitch So What’s Needed? First, understanding Not more experts, just understanding
- 36. The Pitch Digital is not a channel . Why are we treating it as one?
- 37. The Pitch Marketing and Advertising have always been about responding to customer needs and wants Now, it’s done with Action , not Messages
- 38. The Pitch What else? Accountability . Measurement that justifies.
- 39. The Pitch Image by smitty42 via Flickr
- 40. The Pitch How many measurements are needed to justify digital expenditure? Hits Page Views Visitors (Unique) Attention Engagement Net Promoter Score Customer Lifetime Value
- 41. The Pitch Only one measurement is needed. Unfortunately, it changes . Depending on accountability.
- 42. The Pitch But is there more? Yes .
- 43. The Pitch We desperately need leaders . Digital creates fragmentation . That’s what we have. Thousands of voices in thousands of places.
- 44. Wednesday, October 1, 2008 Thank You And now . . . ?