MARKETECH 08

Also see the PDF Guide:

Marketech 08: Using Emerging Media in Marketing

Updates at:

www.mtg08.comDana VanDen Heuvel - MarketingSavant

AMA | Marketech 08

Marketing technologies and concepts for 2008

Specifics like:

Social media mining

Video

Widgets & gadgets

Social media optimization

Virtual everything

Universal search

Web 3.0 for marketers

Check out www.mtg08.com for ongoing updates

Marketech 08 Guide

Check out the

Marketech 08 PDF

guide to 2008‟s most

viable marketing

technologies

Keep pace with the

updates at:

www.mtg08.com

Marketech „08

“Technology changes, humans don’t.”

Where Everything Is Headed

2006 2050?

Digital

Non-Digital

Today

Source: Google1996

Where Everything Is Headed

Marketrends 08 | Where Are Users Online?

75% of people don't believe that companies tell the truth in

advertisements. (Yankelovich)

62% of consumers read consumer-written product reviews on the

Internet. (Deloitte & Touche)

43% of retailers have reviews – double in one year (Marketing

Sherpa, February 2007)

RSS study: Burpee measured a 43% higher click through on RSS

feeds with reviews than without. (Burpee)

26% of Search Results Link to Consumer Generated Content

(Nielsen BuzzMetrics)

Facebook: Users have grown by nearly 300 percent to 18.5 million

since last July. Half those users log in every day--making Facebook

about eight times better read than the New York Times. (2/07)

Social Media Mining

Success with marketing technology predicated on a

successful customer listening strategy – getting ROI

– “return on influence”

Capture the „long tails‟

Always listen before engaging (blogging, video,

anything…)

DIY – build expertise in-house (see left) or

outsource - Nielsen, Umbria, Cymphony, others (see

resources)

What‟s next: New measurement attributes,

Unstructured data mining, CGM growth, Text

mining & intelligence

Social Media Mining >> Where to Look

Online Video

2008 represents a mass-market

benchmark

more than 50% of the US population -

155.2 million people - will watch video

online.

43% watch less TV

How this audience reacts to online video

advertising will ultimately shape

the format (eMarketer)

Ad spending 2X 2007 #‟s

Convergence of Radio, TV & Video

The "Digital Video Barometer" survey of more than 270 industry executives

find that:

90% believe that Internet distribution will account for at least 40% of all video content by

2012.

23% believe the Internet will account for 60% of content while

9% think that the Internet will have 80% of video share.

66% thought TV would have at least

60% of all video consumption in

five years.

"Most of the dollars are going to go

into television even then," said Peter

Winkler, chief marketing officer

at Teletrax.

Widgets & Gadgets

Small applications that meet specific

needs

Backed by high value data source

Brings your assets to a customers

desktop / homepage / website

Cannot standalone – needs marketing

„seeding support‟

Widgets & Gadgets

Universal Search – Micro-content

Holistic view of search and

content

Includes all content sources

(no silos)

Diminish the supremacy of

web page search

Could increase importance

of vertical search

15

100% of Assets

Thousands of products (SKUs) &

brand messages

Demand

Long Tail of Digital Asset Demand

16

Types of Assets – More Than You Think?

Example: Technology Company’s Assets Example:

Technology

Company 14 Brand families

12,732 Products and services

6 Broad go-to-market themes

42 Industry solutions

6.1MM Web pages

349 Case studies

1,942 Product data sheets

431 White papers

109 Webcasts

31,000 Press articles

219 Events with presence

13 Major sponsorships

432 Active employee blogs

395 Print ads

17 TV spots

421 Major global partners

227 HR initiatives

28 Languages

More…

Blogging (Transparency)

STILL a hot topic for marketers

<10% of Fortune 500 on board

Metaphor for:

Transparent communication

Authenticity

Responsibility

Reputation

Blogosphere doubles: 5-7mos

High Level Blog Implementation

Investigate

Create

Activate

{Assess Your Market Space

Determine Goals For Blogging

Map Blogging To Marketing Strategy

Consider Inherent Challenges

Develop a Weblog Publishing Strategy

Develop a Weblog Publishing Strategy

Select a Weblog Publishing Platform

Set Blogging Guidelines For Organization{

{Blogger Recruitment

Implement Weblog Solution

Blogging

Promote Your Blog

Track and Measure Blogging Initiative

RSS & Syndication

Part of a smart SEO strategy

Leverage for:

Inbound traffic

Spam-free channel

Advertising

Rich media distribution

Set your content free

Combine with widgets

Social Media (Optimization)

Generate ROI (influence) in Social Media

1% create content >> 10% enrich content

and 90% consume it

Form of SEM (not SEO)

Leverage CGM for marketing

Virtual Online Events

Add value without the travel

Driven by:

Content

Connections

Reputation

Clean data collection & web 2.0 integration

Leverage assets for SMO and U-Search

Includes Second Life

Honorable Mentions:

2008 Marketing Technology

PODCASTINGWhile podcasting is a high profile marketing

technology, it is very much like blogs, and the

metaphors of blogging, mixed with the metaphors from

radio apply to the medium. Look for more from this

medium as we reach ubiquity with mobile phones that

thoroughly integrate music and data storage into them,

and as radio stations around the country, still stuck in a

1960‟s model, get with the program and start offering

more of their content in podcast mode.MASHUP

A mashup isn‟t so much something that a

marketer would produce as much as

your fans and customers would product

on your behalf. The key to allowing your

customers to create mashups on your

behalf is to open up data such as a

directory or something similar of

worthwhile information that can be

combine with something else to create a

valuable web based tool (like a widget)

Honorable Mentions:

2008 Marketing Technology

MOBILE MARKETINGThe major problem that mobile marketing faces

is one of acceptance. 75% of adults surveyed

have no interest in receiving marketing

messages on the mobile phones. Mobile

marketing is almost always combined with

another promotion or integrated marketing

vehicle, such as an in-store contest, television or

radio ad, pass along viral MMS video or

something that requires an SMS message

interaction to engage in the marketing

message. Mobile marketing or marketing with

SMS is popular, and is poised for growth in

2008, but it has not yet reached critical mass in

the US

VIRTUAL WORLDS, SECOND LIFE, AVATARSIn this case, the fiction has predicted a major new

paradigm where interactive marketing is concerned.

Businesses and individuals are looking towards Second

Life as a new medium to grab attention and promote their

products and themselves. Wells Fargo Bank, Sun

Microsystems, Coca-Cola, and Toyota have all started

building stuff and doing stuff in Second Life as a method

for marketing themselves online. In August, Susanne Vega

became the first

musician to

perform a ”live”

concert in SL

space, through

her avatar.

Web 3.0 for Marketers

Open authorship, wiki-base community

Nuanced permission

All media is rich media

Local/GEO IP is perfected

Personas are the new target markets

Device agnostic marketing experience

„Search‟ behavior is second nature

Marketing has always been unplugged

Virtual reality has always been available when the real thing failed

Brand‟s autobiography written in real time

Marketech 08 Guide

Check out the

Marketech 08 PDF

guide to 2008‟s most

viable marketing

technologies

Keep pace with the

updates at:

www.mtg08.com

MARKETECH 08

DISCUSSION

Q&A

Updates at:

www.mtg08.com