CAMA Digital Media Event 11-16-2011

The Digital Media Roadmap: Are You Off-Roading

NOVEMBER 16, 2011

Twitter: #digitalroad

Co-Sponsored by:

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January 18, 2011Brand Butler: The New Rules of Servicing Customers

March 22, 2012Innovation Idols: Stories of Marketing Geniuses

May 16, 2012The F-Factor: Friends, Fans & Followers

Visit www.chicagoama.org/currentevents.html for more information and registration

Save the Date for Chicago AMAUpcoming Events:

Thank you to our Chapter Wide Sponsors

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Program Overview:

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Larry Kramer, AuthorC-Scape: Conquer the Forces of Changing Business Today

Deborah PowsnerHead of Research & Marketing, B2B,Government &Local Markets

Casey WintersDirector, Online & Interactive Marketing

The Digital Media Roadmap

6

The Four “C’s”

ConsumerContentCurationConvergence

7

The Consumer is in Control• In control of when,

where and how they consume.

• Have many more options to evaluate products

• More choices to buy products: – Goods: Stores, Box

Stores, Digital Stores, Digital “Aggregators” like Amazon and Gilt

– Content: TV, Radio, Tablet, Phone, Computer, etc.

8

The Viewer Gradually Takes Control: It all started with The Remote

• 1956: the TV remote controller first entered American home. The first TV remote control called "Lazy Bones," was developed in 1950 by Zenith Electronics Corporation

• 1972: Pay TV was created with the launching of Home Box Office over the Wilkes-Barre, PA cable system

• 1976: Sony introduces BetaMax/ VHS follows shortly thereafter• 1979/1980: ESPN and CNN are launched, dawn of the modern cable era• 1983: Direct Broadcast Satellite launched• 1997: DVD format introduced in US• 1997: WebTV enters the Market• 2000: Tivo first put into production by Phillips• 2005: Slingbox created by 2 SF Giants fans sick of missing games on the road • 2005: YouTube created• 2005: Apple introduces TV Shows on ITunes.• 2005: Networks put shows on Internet• 2007: FIOS created, Cell phone networks carry video• 2007: Hulu created• 2008: NetFlix begins digital delivery of TV shows and Movies.• 2010: IPad introduced• 2011: Cable MSO’s allows customers to also get their shows on IPads and Net.

The Purchase Funnel Cracks

Old: Buying a TV

– See an ad, “simple awareness”

– more meaningful familiarity with a brand – details of new technologies

– consideration of how they might fulfill your desires

– Go to the store

New: Buying a TV

– See an ad – Click on ad for more information– Check out Bloggers for intel on

the product and the technology– Check out Consumer Reviews to

see how the claims pan out– Check out side issues of

interest, like environmental impact or company policies

– Check out Comparative Shopping Sites

– Online vs. Store

Content is King

• Distribution systems being usurped by digital platforms

• Everything is Content• The best content will

win out in the end• Refine content based on

changing Consumer Habits

11

Content trumps Distribution

The Old Days• Few Producers• Monopoly Distributors

– TV Networks (licensed)– Cable Systems (licensed)– Satellite Systems (High

Cost of Entry– DVD

• Controlled Distribution– Time and Day– Windows

The New Days• Massive Growth in

Production• Multiple Delivery Options

(No More Monopolies)– Broadcast -- Telephony– Cable -- WiFi– Satellite -- Internet– US Mail -- DVD

• Confused Distribution Patterns

The Growing Need for Curation

• Information explosion is overwhelming

• Creating and trying to manage information overload

• New media mix unique quality content with curation of outside content

• Companies CAN be curators for their customers because of their expertise

13

Information Overload

• 1989: Saul Bellow complains that if you read the entire Sunday NY Times you would “constipate your intelligence for a long time to come”

• Now you can make a single search on Google return, in 2 or 3 seconds, more “results” than the entire Sunday NY Times

Convergence Redefines Content and Organizations

• The New Storytelling: Words, Pictures, Video, Audio, Interactivity converge on one platform

• Marketing, PR, Sales converge within companies and agencies• Selling Movie Tickets Converges with Publishing Movie

Reviews, selling electronics • Selling electronics converges with writing about technological

trends. • Markets converge: TV Viewers also on IPads or Mobile

Phones.

15

One quarter of Internet Users Access the Internet Through Their Television Sets: One Third of Those Who Don’t Are Very Interested in Doing So Set; One Third of Those Who

Don’t Are Very Interested In Doing So

Base: Total sample, N=2482. Q84.1 Do you ever access the Internet through your TV set? This could include browsing the Internet, watching YouTube or Hulu, visiting Facebook or using services like Flickr directly on your TV set.Base: Those who don’t access the Internet through TV set or not sure, N=2090. Q 84.1.1 How interested would you be in accessing the Internet through your TV set?

Do you ever access the Internet through your TV set? If not, how interested would you be in doing so?

Consumers Access the Internet Through Their TV Set Primarily Through Connected Consoles – Especially Young Males

Base: Those who access the Internet through their TV set, N=392. Q84.2 How do you access the Internet through your TV set?

Access Via PlayStation 3*

How to read chart: “30% of males 8-17 who access the Internet on their TV set do so via PS3.”*small sampleConsole Ownership in US:

• Wii: 62% of HH• Xbox 360: 48% of HH• PlayStation 3: 42% of HH

Convergence Impacts Everything• Advertising converges with PR and Marketing:

• 2005: 38% of company marketing budgets spent on advertising• By 2015 that number will be cut in half – Veronis Suhler

• Marketing converges with Entertainment and Consumers converge with Producers.

• Coca Cola sends 3 kids around the world – one year, 275,000 miles -- to every country (186 in all) where Coke is Sold – Expedition 206. Asked people what made them Happy. Posted 400 Videos on YouTube, also Twitter, Facebook, etc.

• Chevy Sonic scavenger hunt – 600 people in Rochester used clues on mobile phones in a 2-hour hunt. Winners – two RIT students -- got a Sonic!

Case Study: The Newsroom of The Future

• Built around it’s target audience, NOT a medium. Business, not newspapers; Sports, not TV.

• Control delivery of content to all possible outlets

• Have multiple revenue models to best monetize “Business Class” and “Coach”

• Curate outside sources of valuable content• Build Digital Storytelling tools and team.

19

Why Advertisers and Content Companies Need To Work Together

• No Fear: Advertising and Content can and should appeal to same audience. Both are content. Both changing how they tell stories.

• Does NOT have to cross editorial lines. But they can relate to audiences in the same way: Both need to SERVE the reader

• Targeting in every way possible. (Ads in the IPad edition reflecting stores within 500 feet; Bars with Happy Hours with 5 miles; Sales in stores in the mall you are in)

• Competitors are doing it: Fandango, MenuPages etc

20

Why Every Company Will Become a Media Company

• Every company has a story to tell• Every company has multiple constituencies

and wants to reach them directly:• Every company has a changing customer base

that is changing habits; They must stay close to those changes.

• Every company needs to listen to its customers in real time

21

22

Google Confidential and Proprietary

Deborah PowsnerHead of Research & MarketingB2B, Govt. & Local MarketsNovember 16, 2011

Google Confidential and ProprietaryGoogle Confidential and Proprietary

The Myth of the Four Minute Mile

Google Confidential and Proprietary 25


The Traditional Mental Model of Marketing

Stimulus

26

Second Moment of Truth

First Moment of Truth


The New Path to Purchase

27

78% of US Internet users go online to search for information about products and services.

Sources: “Online Product Research,” Pew Research Center, September 2010

32% have posted productreviews or comments online.

Google Confidential and ProprietaryGoogle Confidential and ProprietarySource: Google User Behavior Study 2010, Google Internal Data 2010 Google Confidential and Proprietary

Mobile is NOW and will only grow in importance

28

74% purchased due to using their smartphone while shopping

79% of users use smartphones to help shop

Up to 20% of our searches on Black Fridaywere from mobile


New Behavior Drives a Surge in Search VolumeIncrease in Search Volume Since 1/09

29Source: Google Internal Data, 2011.

Travel+109%

Real Estate+95%

Finance+104%

Auto+115%


The New “Four Moments” Mental Model

30

First Moment of

Truth

Second Moment of

Truth

Stimulus

Which becomes the next person’s ZMOT


Across All Categories, Shoppers Are Using Stimulus, ZMOT and FMOT EquallyAll three moments critical to the shopping process.

31Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?Base: N=5,003

Stimulus

76%

ZMOT

84%

FMOT

77%


How to Win at ZMOT:

32

1 Put someone in charge

2 Find your Zero Moments

3 Answer the questions people are asking

4 Optimize for ZMOT

5 Be fast

6 Don't forget video

7 Jump in!


Put Someone in Charge1



Find Your Zero Moments

34

2

[Your Brand] Search

[Your Brand] Review Search

Best [Your Category] Search


Answer the Questions People are Asking

35

3


Optimize for ZMOT

36

…only 21%of our top advertisers have a mobile-optimized website

4

91MMobile Internet

users in the U.S…

Source: eMarketer 2011; Google Internal Data

Google Confidential and ProprietaryGoogle Confidential and Proprietary 37

Optimizefor ZMOT4


Be Fast5


Don't Forget Video

39

6


Jump in!7



www.ZeroMomentOfTruth.com

41


Deborah PowsnerHead of Research & MarketingB2B, Govt. & Local Markets


44

Being in the Moment with Digital Media

45

Who am I?

• Online & Interactive Marketing Director at GrubHub

• Previously worked at Apartments.com and Homefinder.com

• Email: [email protected]

• Twitter: @onecaseman

• Blog: caseyaccidental.com

46

What is GrubHub?

• Show restaurants near you that you can order delivery and pickup from

• Order online from your phone or computer

• Founded in 2004

• Five rounds of venture capital funding

• Show menus for over 20,000 restaurants in 20+ cities

• On pace to drive over $200 million in revenue to local restaurants in 2011

47

GrubHub is a Zero Moment of Truth

• People use GrubHub to figure out which restaurant to order from tonight

• Very important for us to learn what information helps them make that decision

• So we talk to our diners a lot• Phone interviews• Follow-up emails after an order• Surveys

48

What we changed

• Emailed every diner after an order for a review and rating and post them to the site even if negative

• Added Yelp ratings because our diners trusted them and were already using them to help decide where to order

• Fired some of our restaurant partners if our diners said they were not providing good service

49

Timing, Don’t Forget the Timing

• Email marketing

• Search engine marketing

• Retargeting

• Transit advertising

50

Build and interact with where your customers are, not where you want them to be

• Mobile

• 24/7 Customer Service

• Twitter

• Please Reply

51

Takeaways

• Do some research with your customers to understand where the moments of truth are for your product. They will be in different spots for different products and at different times.

• Think about how to improve your timing, access and responsiveness in these moments to maximize the likelihood of a purchase. Don’t be a afraid to fail initially.

• Take control of and respond to every customer touch point you can. Email, Twitter, whatever the case may be. Monitor those channels for customer feedback and reply if at all relevant in a timely manner. These are valuable marketing channels that brands time and time again ignore that prevent abandonment and drive repeat usage and word of mouth.

52

Thank You!

• Email: [email protected]

• Twitter: @onecaseman• Blog: caseyaccidental.com

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