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The Media Revolution.... and what it means for marketers
What’s hot and what’s not!
Research and Trends in Digital Marketing
Digital Marketing Challenges
I. The Media Revolution
Changing Media....
“Every day new technology is tearing down old ways of doing business. In the process it is driving us away from a mass media where news and entertainment was centrally controlled and towards consumers.”
Rupert Murdoch, CEONews Corporation
A crisis for mass media?
.......Yes!
.......Digital Media and Content Today
Community!
Search
Real Time
Rising trends
So what does this mean for marketers?
Interruption Marketing
“Solution for businesses is to change business practicesto suit the new marketplace – not to try to adapt the oldbusiness models to new world.”
“We recognise that we are entering an era in which travellers are in control: producing and distributing content. Gone is the time
when conversations were a one way broadcast model – now dynamic conversations are taking place. Customers interact with our marketing messages, reshaping them and distributing them
through social media channels.”
Social Media Manager, Turkish Airlines
‘The Internet Doesn’t Forget!’
II. Digital Media and Marketing ..... What’s hot
and what’s not!
What’s Not Hot ..........
Your website (probably)
The Problem?
Go where the party is ...social media sites etc
Source: Brian Solis, 2009
What’s Hot..............
Social Media
Search Marketing
E-Newsletters...
Analytics
III. Digital Media and Marketing ..... Research and
Trends
SEO and Email: Best RoI
PPC Down!
Social Media Rol increasing
Digital Marketing Return on Investment
SEO Objectives
Social Media Objectives
Email Marketing Priorities
Digital Media and Marketing ..... Budgets
Digital Budgets to Increase
72% in 2011
Source: Econsultancy, 2010
Only 4% decrease
Over 50% of companies plan to increase their
digital budgets by up to
30% Source: Econsultancy, 2010
More than half of agencies surveyed
58%say their clients will be reducing investment in offline marketing channels in 2011
Source: Econsultancy, 2010
Channels: Biggest Budget rises in 2011 are for...........
Social Media
Email Marketing
Mobile Marketing
Corporate Website
SEOSource: Econsultancy, 2011
75% of companies to increase budgets for off-site social media
(Facebook and Twitter) . 64% are increasing budgets for on-site social media activity (ratings and reviews and blogs).
Source: Econsultancy, 2011
Digital budget decreases among companies for:
Pay Per Click Advertising 14%
Online Display Advertising 12%Source: Econsultancy, 2011
CIM Ireland - Online Marketing Poll May 2011
“Northern Ireland businesses understand
the benefits of online
marketing.........however, concerns over
online brand reputation, lack of resources
and difficulty measuring success are definite
barriers.”
Channel Usage:
88% use social media as an online marketing tool
Email marketing 70% and analytics
70%
Reasons for investment:
“promoting the brand online” 82%
“driving sales/leads” 73%
“improving customer service” 73%
“lack of human resources to manage
online campaigns” 48.5% “measuring return on investment”
45.5%
“lack of budget” 39.4%
Barriers to online marketing
Online reputation management concerns
59.4% concerned about the impact negative comments and reviews online can have on their brand.
VI. Challenges for Marketers in the Digital Age
Mastering Social Media
Becoming ‘radically transparent’
Becoming kings of content
Learning and Training Selling Digital marketing to management
Integrated Marketing
IV. Digital Marketing Challenges for Marketers
Social Media:
getting it right
and
managing the risks
Social Media is About....
Engagement
Sharing
Managing Social Media Risks .... If you need to.
Belfast City Council and Lennox the Dog
Developing Strategies, Policies etc .
“Stop hiding behind media and marketing... Reach out to your customers through social media, blogs and search engines”
Data and Insights
Marketers have to become data managers. Why?
No point driving people to sites and not measuring what’s happening!
But this is a good thing!
Become a king of content!
Content marketing is about delivering unique, interesting and useful content to your customer base ....... Through your website, Facebook, Flickr etc
Meet Tom, the world best content marketer....
You choose the channels best for
your business and your
objectives!
Source: Brian Solis, 2009
Start with your goals Q. Are we clear on our objectives for each search and visit?
Prominent Unique phone number for
tracking
IncentivisedLead generation
form
Conversion goals+ OVP
Answer customers’ concerns
SEO Relevance headings0
Key brand messages
1 Generate sale or lead (on &
offline)– Visit conversion rate– Lead – E-mail address– Call back
2 Engage audience– Reduce bounce rate– Increase value events– Increase return rate
3 Answer the visitors’ questions:– Entry or subsequent page – New to company– Customer or prospect – Targeted segments
4 Showcase range of products (cross-sell)5 Reinforce key brand messages (99% won’t convert in single session)6 Attract visitors = SEO
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Source: Dave Chaffey, Smart Insights
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