Marketing Innovations
WE HAVE CHANGED
IT’S NOT A TECHNOLOGICAL CHANGE
…BUT CULTURAL, BEHAVIOURISTIC, CONSUMERS CHANGE
THE WAY WE CONSUME MEDIA, INFO,KNOWLEDGE AND ENTERTAINMENT
DESCION MAKING PROCESS HAS CHANGED
DESCION MAKING PROCESS HAS CHANGED
CONSUMERS ENVOLVEMENT
CIRCLES OF FRIENDS, ACQUAINTANCES, INFLUENCERS
NORTH AMERICA - DIGITAL NATION
ISRAEL - A DIGITAL NATION
internetworldstats.comמקור:
%Pop. Population Users YEAR STATE
18.2% 6,986,639 1,270,000 2000 ISRAEL
74.0% 7,112,358 5,263,146 2008 ISRAEL
74.1% 307,212,123 227,636,000 2008 United States
79.8% 48,755,000 61,113,205 2008 UK
85.4% 14,272,700 16,715,999 2008 Netherlands
74.0% 94,000,000 127,078,679 2008 Japan
67.7% 42,050,465 62,150,775 2008 France
67.1% 55,221,183 82,329,758 2008 Germany
דיגיטלית - אומה ישראל
WEBSITE UNIQUE USERS
(MILLIONS)
MONTHLY FREQUENCY
TIME PER VISIT
(MINUTES)
General 4.03 62.6 28.3Google 3.09 34.6 1.4
Walla 2.56 29.6 6.0Facebook 2.3 29.6 6.5
Youtube 2.2 10.6 9.5Ynet 1.7 11.7 3.4
Source: Comscore, September 2009
DIGITAL WITH A SPOON
WHAT HAS NOT CHANGED?
PEOPLE NEED BRANDS
NEW WAYS TO CONNECT PEOPLE WITH BRANDS
8MARKETING TRENDS
• DIGITAL EVOLUTION
• CONVERSATION MARKETING
• REAL TIME MARKETING
• CELLULAR AND APPS
• LOCATION BASED SERVICES
• CO-CREATING
• INFLUENCERS MARKETING
• FREE
1DIGITAL EVOLUTION
DIGITAL IS NOT ANOTHER CHANNEL
ADVERTISING
PR
POS
R&D
DIGITAL
CUSTOMER SERVICE
Source: CAN’T REMEMBER
ADVERTISING
PR
POS
R&D
DIG
ITAL
CUSTOMER SERVICE
DIGITAL CAN RE-DEFINE ANY CHANNEL
DIGITAL CUSTOMER SERVICE
R&D CREATES DIGITAL CONTENT
DIGITAL POS
DIGITAL SEGMENTATION
DIGITAL ‘OFFLINE’ ADVERTISING
2CONVERSATION
AGE OF CONVERSATION
•LISTEN•JOIN•CREATE
BRANDS ARE THEIR CONTENT
BUZZ CAMPAINGS
3REAL-TIME
MAKE THE MOST OF NOW
•SERVICE - NOW•INFO - NOW•CONTENT - NOW
REAL TIME NEWS
REAL TIME SEARCH
TRENDING TOPICS
TWITTER OFFERS A NEW MARKETING BENCHMARK
REAL TIME SERVICE
REAL TIME WEBSITES
REAL TIME UPDATES
REAL TIME CONSUMPTION
REAL TIME BRAND MONITORING
4CELLULAR AND APPS
Life Goes Mobile
FROM CELLULARS TO
MULTIMEDIA COMPUTERS
APPS STORES
DEALS ALERTS MORTGAGE BANK ACCOUNT
FOLLOW YOUR MONEY
SHOPPING LIST
NEAREST ATM
WISDOM OF CROWDS GPS
LIVE BROADCAST
5LOCATION BASED SERVICES
EAT AND TELL / SHOP AND TELL
TELLS YOU WHAT YOU SEE SERVICE
POTENTIAL DATES ARE AROUND
INDEXING TRAFFIC
TOP NIGHTLIFE SPOTS
MOBILE BUSINESSES
6CO-CREATION
MARKET WITH AND NOT TO
Why Brainstorming if you can Webstorming?
FOR PROFESSIONALS
7INFLUENCERS MARKETING
BLOGERS ARE MESSENGERS
HIRING ACCORDING TO SOCIAL POTENTIAL
8FREE
FREE AS A BUSINESS MODEL
WE ARE SPOILED
POSITIVE CONVERSATIONS RATIO FROM 25% TO 51% ִ170,000 170,000$ THE COST OF 568,000 CUPS
FREE BUYS YOU MEDIA
FREE BUYS YOU PR
FREE FOR REVIEWS AND TRIALS
SUMMARY
DIGITAL OFFERS A NEW PARADIGM
NICHESMASS
CONNECTCOMMUNICATE
UTILITIESCAMPAIGNS
MESSAGES CONTENT
CONSUMERS AMBASSADORS
IT’S DIGITIME