Digital Marketing: - The Future Is Now!

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Digital Marketing - The Future is Now! Sao Paulo, May, 2007 Casper Møller, CEO

INDEX •INDEX Introduction SLIDE INSERTED HERE!!! • What is Digital Marketing? • The Opportunity • Why Use Digital Marketing? • How Can You Use Digital Marketing? • Digital Marketing Strategy www.bantinsom.com

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Introduction

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HOW CAN YOU STAND OUT?

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BRAND COMMUNICATION

Who can shout the loudest?

Noise!

This is what the consumers hear…

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HOW DO

YOU PLAN ON STANDING OUT? www.bantinsom.com

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THE WORLD IS CHANGING … WHETHER WE LIKE IT OR NOT

“If you don’t like change, you’re going to like irrelevance even less.”

General Eric Shinseki,

Former Chief of Staff, U.S. Army

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CONFUSION

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YOUNIVERSAL V I R T U A L Female Fever BRANDING ANTHROPOLOG Y B iaspora Management EING S G N I S I PACES SNOBMOD RT DITIESSYMPVE Eco-ecosystemPOP M U S I P L A I R T R U Y T NOUVEAU NICHE VERTISI A R E T N AIL G m s i Postn

n r e d o M

FLORID y t i n a ASATIO consumerism v Gra N

MASSCLUSIVIT

Y

InnovatHOME TROTTINGFE CACHING neration C e i I G L on pertasking PLANNED SPO IT-I NTANEITY SM Hy EARLY B IRDING 5*STAR*LIVING Counter-Googling

m D s i r o e rmandise m u s Tran

Too many trends, and not a lot you can do about them

CHANGE

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IT’S NOT ABOUT TRENDS… www.bantinsom.com

CHANGE

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IT’S ABOUT FUNDAMENTAL CHANGES

ELVIS HAS LEFT THE BUILDING

The marketing rule book has been torn up and thrown out the

HYPERREALITY

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“The World”, Dubai, United Arab Emirates

HYPERREALITY

Las Vegas

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HYPERREALITY

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Young people are scorning social interaction for virtual relationships.

Virtual, rather than real, communication

HYPERREALITY

MySpace has 120 million members

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HYPERREALITY

A sample MySpace profile

FRAGMENTATION

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Proliferation of media and consumption choices has meant that the rulebook gets thrown out the window

FRAGMENTATION

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300 In the UK alone there are more than 300 TV channels

FRAGMENTATION

Demographics are no longer enough

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ONE “SIZE” NO LONGER FITS ALL

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ONE “SIZE” NO LONGER FITS ALL

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CONSUMER POWER

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Consumers have got a VOICE… and can make or break a

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EXPERIENCE ECONOMY

Luxury consumption has shifted

THE OLD VALUE CHAIN

Resource s

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Goods/servic es

Solution s

THE NEW VALUE CHAIN Resources Goods/services Solutions EXPERIENCES

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EXPERIENCES = KNOWLEDGE! www.bantinsom.com

“OPPOSITE”-ISM

=

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THE COMMUNICATION MODEL

STIMULI WHITE NOISE

ORGANISM ???

The old model is now officially dead!

RESPONSE INDIFFERENCE

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TRADITIONAL COMMUNICATION BRAND X

CUSTOMER S

Above the Line: One to many communication www.bantinsom.com

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AUTO-COMMUNICATION

Perceived, rather than real, customer feedback

DO YOU GET A RESPONSE?

BRAND

+ COMMUNICATIO N

RESPONSE CUSTOMERS

=

or APATHY

Do your customers care about what you try to tell.. and

EVOLVED COMMUNICATION

BRAND X

THE CUSTOMER

One-to-one communication: a TRUE dialogue. BTL at its

THE NEW MARKETING PARADIGM CUSTOMER S

The power of digital channels

CUSTOMER S

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BRANDS ARE NO LONGER IN CONTROL

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IT’S MORE IMPORTANT THAN EVER… • To know your customers • To know how to communicate WITH your customers • To deliver what THEY want… when they want it

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ARE THESE PEOPLE YOUR CUSTOMERS?

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… OR ARE THESE YOUR CUSTOMERS?

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CLARITY

From auto communication…

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CLARITY

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BRAVE NEW WORLD

Are you ready for it?

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What is Digital Marketing? www.bantinsom.com

TECHNOLOGY IS CHANGING

Email on the move

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TECHNOLOGY IS CHANGING

UMPC – Ultra-mobile PC. Laptop power in the size of a PDA

TECHNOLOGY IS CHANGING

Get content anywhere

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TECHNOLOGY IS CHANGING

View content anywhere

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TECHNOLOGY IS CHANGING

The Media Center PC – the new heart of the home?

TECHNOLOGY IS CHANGING

Watch your TV away from home

CONTENT VS. MEDIA

+

Not necessarily all life-changing…

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DIGITAL CHANNELS E-MAIL

VIDEO

BLOGS

GAMES

WEB SITES BANNERS

DIGITAL CHANNELS INSTANT MESSAGING

PODCASTS

SEM MOBILE PHONES VIRAL ELEMENTS

Some examples of digital channels

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WEB

Sell products and services online

WEB

Increase brand awareness

WEB

Build your own car… and DRIVE it!

WEB

Online origami from BMW

WEB – EXCITING AD FORMATS

MTV Starzine – Creative Showcase winner, September 2005

Source: IAB 2006

Rich media, video banners, tenancies, micro sites,

WEB - SEM User makes a search

Contact A company presents itself in the search engine

Search Engine Optimisation

WEB - ADVERTAINMENT

Increase brand awareness

WEB - ADVERTAINMENT

WEB - ADVERTAINMENT

34% … and drive conversions

WEB - ADVERTAINMENT

Even serious companies can do advertainment and viral

BLOGS

Social media marketing spend is becoming big business

PODCASTS

Users actively choose to engage with social media

EMAIL

Product focused email

VIRAL MARKETING

Viral videos

VIRAL MARKETING

Viral videos

INSTANT MESSAGING

Channel extension and engagement

DESKTOP APPLICATIONS

Useful tools for the user to have on their desktops…

DESKTOP APPLICATIONS

And a great way to increase brand awareness

DING…$ $ $ Estimated cost to build: $80,000 Confirmed revenues:

$20 million +

INTERACTIVE POSTERS

What looks like an ordinary street poster

INTERACTIVE POSTERS

Allows you to interact and download your own ring tone

INTERACTIVE POSTERS

Or how about printing your own?

INTERACTIVE MIRRORS

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HOLOGRAPHIC PROJECTIONS

Just about any product can be re-produced in a 3D

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The Opportunity

THE NUMBERS

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More than 1 billion Internet users in the world 250 million have broadband

Global, extensive reach

Source: eMarketer, May 2006

UPTAKE HAS BEEN FAST Broadband users are far more active online, spending twice as long online as narrowband users and viewing 3.5 times as many web pages *

58%

45%

47%

Jun 2001

Dec 2001

50%

51%

Jun 2002

Dec 2002

53%

60%

62%

54%

41.3% 38% 31% 28% 23% 19%

6%

Dec 1995

8%

Jun 1996

10%

Dec 1996

13.5%

Jun 1987

15.6%

Dec 1997

Jun 1998

Dec 1998

Jun 1999

Dec 1999

Jun 2000

Dec 2000

Jun 2003

Dec 2003

Jun 2004

Dec 2004

Jun 2005

Source: IAB 2005

62% of UK population is now online & 71% are using

TURKEY

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In Turkey: 16 million Internet users Source: CIA World Factbook, 2005

2.5 million broadband users – 1.72 end of Source: wi-fitechnology.com & 2005 Quantum-Web

It is currently a relatively small market…

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TURKEY In 2015:

24 million broadband users in Turkey

CAGR: 31%! Source: Quantum-Web

But one that is growing fast!!

TURKEY

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Phones: 20 million fixed lines in Turkey 48.7 million mobile phone users Source: Turkcell, Telecommunications Authority, 2006

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MEDIA CONSUMPTION

26% of people’s media time is spent online on an average weekday Source: BMRB Internet Monitor 2005

CHANGING MEDIA CONSUMPTION Q: If you had to live on a deserted island and could take only one of the following with you, which would you take?

INTERNET

Newspaper subscription Cell phone

1%

Radio

6%

TV

6%

4%

Large supply of books

18 %

Computer with Internet access

64 %

Base = 1,000 online households Source: Ipsos U.S. Express, August 2004

Consumers can’t live without the Internet

MEDIA CONSUMPTION

Have these changes had an impact on advertising?

GLOBAL ADVERTISING SPEND Internet ad spending will account for 7.0 percent of global ad spend in 2008 Online advertising spend is expected to reach – $23.9 billion in 2006 – $28.6 billion in 2007 – $32.5 billion in 2008 Sources:billion ZenithOptimedia = an increase of 75% from the $18.5 in report, ClickZ 2005

ONLINE ADVERTISING

So where does this money go?

EMERGING MARKETING TECHNIQUES

Source: CMO Magazine, April 2005

ONLINE ADVERTISING SPEND Search engine marketing is believed to account for more than half of all Internet advertising spend. Source: ZenithOptimedia report, Financial Times, 01/10/2006

ONLINE ADVERTISING

Who is spending it?

GLOBAL ADVERTISING SPEND Biggest sectors in online ad spend Financial services

$1.6 billion

Telecommunications

$1.5 billion

Retailers

$1.3 billion

Automobile

$ 700 million Source: ZenithOptimedia report, MediaPost

2005

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Why Use Digital Marketing?

WHY USE DIGITAL MARKETING?

“Catch the next wave before it catches you”

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WHY?

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BECAUSE IT WORKS!

IT WORKS!

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Source: NMA Oct 2005, Brand Republic 2006

Information now readily available to advertisers about online

THE CONSUMER PROCESS Brand awareness measuring the level of familiarity with the brand

Message association measuring how messages are linked to brand

Brand favourability see if respondents have positive opinions to brand

Purchase consideration likelihood of consumer purchasing the brand

Actual purchase

Digital, unlike all other, channels offer a return path

INTEGRATED CAMPAIGNS Online advertising spend WORK Brand awareness lift - TV: 17% - TV & online: 45% Source: Dynamic Logic Europe

Online works well with other media

ADVERTISING EXPOSURE Effective Frequency For Brand Awareness 8

6.7 6

5.1

Point Change

4

3.9 3.4 2.9

2

0 1

2

3

4 to 9

Exposure Frequency

Effective frequency

10 +

• Additional ad exposure increases brand awareness • Awareness is 2.5 X higher among those with 10 exposures versus those with 1 exposure • Diminishing effectiveness after three exposures

Branding effect

DIMINISHING RETURNS

Internet

Television

Marketing spend

Synergy Pattern TV & Online

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COST/BENEFIT COST DRIVERS vs. ROI $/AWP %

Internet

TV

Ca. 20 %

AWP %

Source: MINDSHARE

Using the Internet is the most cost-efficient way to create your first 20%

COST/BENEFIT

Driving low cost awareness

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ONLINE BUILDS BRANDS 100

80

68.9

72.6

Exposed

Which of the following [brands, products] have you heard of before?” • Of those who had not seen the online ad, 68.9% were aware of the brand • Of those who had seen the online ad, 72.6% were aware of the brand • So, the ad caused a 5.4% increase in awareness

60

Percent

Control

+5.4%

40

20

0

Brand Awareness

Ad Recall

Message Association

Brand Favourability

Purchase Intent

Source: Dynamic Logic MarketNorms MarketNorms data through June 30, 2004; N=199 European campaigns, n=163,262 respondents

Online Ad Effectiveness, European Averages

ONLINE BUILDS BRANDS 100

Control

+5.4% 80

68.9

Exposed 72.6

+5.6% 60

Percent

+45.3% 34

40

44.6

+21.6%

23.4

+5.0%

47.1

38.3 40.2

33.2 27.3

20

0

Brand Awareness

Ad Recall

Message Association

Brand Favourability

Purchase Intent

Source: Dynamic Logic MarketNorms

Online Ad Effectiveness, European Averages

IMPACT ON BRAND ATTRIBUTES % Lift

35 30 25 20 15 10 5 0

Unique

I nnovative

TV only

Modern

Online only

Trendy

Likeable

TV + Online Source: NFO/Infratest Study

Both media impact key brand attributes separately yet are more powerful together

PERCEPTION AND BEHAVIOUR As a result of using the Internet Changed their mind about a brand they were going to buy and switched to a different brand

42%

Have personally researched and looked for information about a product or service before making a purchase

74%

Felt that the internet helps them make a more informed purchase decision

76%

Agreed that if they saw a negative review on the internet about a product or brand they would think twice about buying it

77% 42World Research Source: AOL Brand 2005

Changing perceptions and behaviours through online

IT IS EFFECTIVE

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Source: IAB 2005

Lots of case studies, research and data showing that online advertising improves brand metrics such as awareness and favourability

THE BENEFITS

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Source: 2004 AAF Survey of Industry Leaders on Advertising Trends

There are several benefits to using digital and online

THE BENEFITS

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Source: 2004 AAF Survey of Industry Leaders on Advertising Trends

Measurable ROI

THE BENEFITS

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Source: 2004 AAF Survey of Industry Leaders on Advertising Trends

Geographic, demographic and psychographic targeting

THE BENEFITS

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Source: 2004 AAF Survey of Industry Leaders on Advertising Trends

Can massively increase effectiveness of traditional

KEY LESSON

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Integrated campaigns offer more bang for the buck!

RECOMMENDED DIGITAL Online advertising spend SPEND

10 – 15% Optimal media mix includes 10 – 15% spend on digital

CURRENT DIGITAL MEDIA Online advertising spend SPEND

US: 6% UK: 7.8% As a percentage of total advertising spend

UK TOP 20 ADVERTISERS Total spend

Internet spend

% spent online

% spend on all other media

1,757,128,753

30,683,912

1.75

98.25

Unilever UK Ltd

217,374,235

467,782

0.22

99.78

Procter & Gamble Ltd

183,764,561

531,664

0.29

99.71

COI Communications

168,949,805

1,536,482

0.91

99.09

BSkyB Ltd

104,769,013

9,832,258

9.38

90.62

L'Oreal Golden Ltd

103,712,826

171,439

0.17

99.83

DFS Furniture

93,461,848

0

0.00

100.00

Masterfoods

79,091,280

381,082

0.48

99.52

Orange Plc

77,778,373

5,842,074

7.51

92.49

BT Ltd

76,469,097

1,494,089

1.95

98.05

Nestle

68,510,585

283,873

0.41

99.59

Reckitt Benckiser Ltd

67,473,880

10,324

0.02

99.98

Vauxhall Motors Ltd

63,460,028

497,881

0.78

99.22

Tescos Plc

62,885,215

197,954

0.31

99.69

Ford Motor Company Ltd

62,807,418

867,839

1.38

98.62

Renault Uk Ltd

60,126,322

709,243

1.18

98.82

Kellogg Company

58,840,448

0

0.00

100.00

Lloyds TSB Plc

56,139,386

161,677

0.29

99.71

Sainsbury's

52,925,167

80,653

0.15

99.85

Vodafone Ltd

50,572,728

300,328

0.59

99.41

Capital One

48,016,538

7,317,270

15.24

84.76

Top 20 advertisers

Source: NMR, Top 20 advertiser’s spend in 2005

UK TOP 20 ADVERTISERS Total spend

Internet spend

% spent online

% spend on all other media

1,757,128,753

30,683,912

1.75

98.25

Unilever UK Ltd

217,374,235

467,782

0.22

99.78

Procter & Gamble Ltd

183,764,561

531,664

0.29

99.71

COI Communications

168,949,805

1,536,482

0.91

99.09

BSkyB Ltd

104,769,013

9,832,258

9.38

90.62

L'Oreal Golden Ltd

103,712,826

171,439

0.17

99.83

DFS Furniture

93,461,848

0

0.00

100.00

Masterfoods

79,091,280

381,082

0.48

99.52

Orange Plc

77,778,373

5,842,074

7.51

92.49

BT Ltd

76,469,097

1,494,089

1.95

98.05

Nestle

68,510,585

283,873

0.41

99.59

Reckitt Benckiser Ltd

67,473,880

10,324

0.02

99.98

Vauxhall Motors Ltd

63,460,028

497,881

0.78

99.22

Tescos Plc

62,885,215

197,954

0.31

99.69

Ford Motor Company Ltd

62,807,418

867,839

1.38

98.62

Renault Uk Ltd

60,126,322

709,243

1.18

98.82

Kellogg Company

58,840,448

0

0.00

100.00

Lloyds TSB Plc

56,139,386

161,677

0.29

99.71

Sainsbury's

52,925,167

80,653

0.15

99.85

Vodafone Ltd

50,572,728

300,328

0.59

99.41

Capital One

48,016,538

7,317,270

15.24

84.76

Top 20 advertisers

Source: NMR, Top 20 advertiser’s spend in 2005

TOP 20 ADVERTISERS SPEND BY MEDIA TV

50 %

Radio

6%

Outdoor

9%

Newspaper

13 %

Magazines

8%

Direct mail

9%

Cinema

3%

Internet

2%

Source: NMR, Top 20 advertisers’ spend in 2005

UK data 2005

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BUT There is ONE major problem afflicting traditional advertising…

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Falling marginal advertising EFFECTIVENESS!

IN THE GOOD OLD DAYS…

It was all about selling an image

IN THE GOOD OLD DAYS…

Then it all became about telling a story

IN THE GOOD OLD DAYS…

Then it all became about telling a story

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Online advertising spend

THESE DAYS…

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CONSUMERS ARE TIRED OF LISTENING!

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… Unless your story is very compelling to them or it has been promoted by a trusted third party consumer

INSTEAD OF TELLING YOUR STORY…

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LET CONSUMERS TELL THEIRS!

GIVE THEM A PLATFORM Do you know what can be done with a bottle of Diet Coke and a handful of Mentos? These guys do! www.bantinsom.com

Coke was initially slow to react

GIVE THEM A PLATFORM

But has now wholeheartedly embraced the phenomenon

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Instead of TELLING A STORY… Create the TOOLS to allow a story to be told

THE NAME OF THE GAME

COCREATION

CONSUMERS…

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Are not just about CONSUMPTION It’s as much about PARTICIPATION

THE PARTICIPATION ARENA

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We’ve all heard about

Generation X And then came

Generation Y

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Now it is all about…

GENERATION C

GENERATION C(ONTENT)

Self-broadcast

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GENERATION C(ONTENT)

Self-publish

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GENERATION C(ONTENT)

Self-publish

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Generation C changes the rules of consumption

CURATED CONSUMPTION

Bill

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CURATED CONSUMPTION

Josh

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CURATED CONSUMPTION

And Josh II

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DANGERS DANGERS

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BIG AD Great reach… shame about the target market

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How Can You Use Digital Marketing?

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WHAT IT IS USED FOR? DANGERS • Branding • Acquisition / Lead Generation • Direct Response / Promotions • CRM

CORPORATE TOUCHPOINTS

Allowing companies to communicate with stakeholders

CORPORATE TOUCHPOINTS

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Allowing companies to communicate with stakeholders

PUBLIC SERVICES

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Allowing governments to communicate with citizens 24/7

CROSS-MEDIA INTEGRATION

“Anders & Henriette” financial services

CONTENT EXTENSION

Big Brother in Second Life

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PRODUCT DEVELOPMENT

Integrated clothing and technology

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NEW PRODUCT DEVELOPMENT PRODUCT DEVELOPMENT

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PRODUCT DEVELOPMENT

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PRODUCT DEVELOPMENT

What will they think of next, eh?

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EXAMPLE

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BRITISH AIRWAYS

British Airways web site

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BRITISH AIRWAYS

Executive Club

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BRITISH AIRWAYS

Executive Club

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BRITISH AIRWAYS

On Business – the business loyalty

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BRITISH AIRWAYS

E-mail newsletters

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BRITISH AIRWAYS

Banner advertising

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EXAMPLE

NIKE FOOTBALL

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BRITISH AIRWAYS

Content sponsorships

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BRITISH AIRWAYS

B2B advertainment

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NIKE FOOTBALL

Web sites and viral videos

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NIKE FOOTBALL

Branded games

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NIKE FOOTBALL

Instant messaging applications

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NIKE ID

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Customise and buy your own football boots

EXAMPLE

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EXAMPLE

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Digital Marketing Strategy www.bantinsom.com

APPLYING THE KNOWLEDGE



Vision



New business concepts



New products, services, experiences



Marketing, advertising, PR

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THE STRENGTHS



Branding



Acquisition/Direct Response



Dynamic/Interactive



Measurable/Accountable

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THE PROCESS Picture 2

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DIGITAL MARKETING Traditional on- and off-line communication Above the line

TTL

BRAND

TTL

DIGITAL MARKETING

Below the line Traditional on- and off-line communication

Traditional marketing view

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DIGITAL MARKETING Marketing View New on- and off-line communication

Above the line

CRM

BRAND

Digital

Below the line New on- and off-line communication

The new marketing view

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DIGITAL STRATEGY ▪ Identify ideal scenario ▪ Measure current position ▪ Determine waypoints ▪ Plan process

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STRATEGIC DIRECTION

The shortest way is not always the rightwww.bantinsom.com way

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STRATEGIC CHOICES

You may find your strategy changes along the

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STRATEGIC PROCESS

Constant goal setting, project planning and alignment

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INTEGRATION Where, why and how

Information sent

Information requested

search SEO PPC

visit Sponsorship Partner Viral Advertising Etc.

info Campaign Product Service Brand Company

action

Buy online (direct/retailer) Buy in store

A simplified explanation of the process from usage to

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THE DIGITAL PROCESS

STRATEGY CONCEPT

Channel independent

DESIGN PRODUCTION

Channel dependent

EXECUTION

Similarities, differences and media agencies

USER NEEDS What do the users really need?  A process of identifying and matching the user’s particular needs to the company’s relevant products, services and online offerings  This process shapes each user’s individual experience at the digital touchpoints

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THE PAST

Quaint… and ineffective

THE FUTURE

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›Everything that’s already in the world when you’re born is just normal.‹ Douglas Adams, Author of The Hitchhiker's Guide to the Galaxy

To the point – and sole reason why!

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We help brands connect with their audiences! We help brands establish trust! We help brands interact with their customers!

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Casper Møller CEO, T-Viral

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E: [email protected] T: +44 (0)20 7231 1320 42 Pump House Close London SE16 7HS United Kingdom I: www.t-viral.com