Digital Marketing: 101: An Introduction To The Digital Marketing For Traditional Marketers and Agencies

DIGITAL+ MARKETING : 101
An introduction to the Digital Marketing for traditional marketers and agencies
Presented By: Joanna Pena-Bickley VP, Interactive Group Creative Director
DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM
MARKETING TO CONSUMERS
Consumers are who we work, create and think for Consumers are fragmented, into niche audiences with passions and lives As creative marketers we should looking to play in the consumers life As creators we want our stories to influence human behavior Consumers want a say in how we create Consumers want us to tell a story that makes their conversations more interesting Today's Consumer truths
Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I dont like to look like a liar
Page 2
OUR CHANGING LANDSCAPE

Our industry is changing because the consumers we market to and create for have changed. For the first time in a long time we are being forced to listen to consumers and what they are thinking, feeling and now commenting about the brands we represent. The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2
Page 3
TECHNOLOGY AND ITS ROLE IN OUR WORLD

First marketers and media mavens controlled how we consumed media.
Your contract with the network when you get the show is that youre going to watch the spots Any time you skip a commercial youre actually stealing the programming - Jamie Kellner, CEO of Turner Broadcasting, April 2002
Then. The Power Shifted
Anytime - Any Place - Any Way

Alain Thys - FutureLab
Page 4
THE COUNTER-CULTURE IS THE MAINSTREAM

In which (semi-)amateurs start to play for real
Blogs vs. Mainstream News Media : Early days, yet traffic is growing
NEWS MEDIA BBC Newlsline Ticker CNN New York Times Drudge Report Washington Post Reuters Online Guardian Unlimited Al Jazeera Wall Street Journal Le Monde The Huffington Post The Economist Daily Kos (State of theNation) Crooks&Liars (John Amato) 19,550 /million 18,600 8,740 4,210 3,755 3,680 2,985 2,925 1,995 990 959 740 722 525
Xu Jing Lei 56,750/million 1,000-4,000 comments per article
Every Citizen is a Reporter
Page 5
MAINSTREAM CULTURE SHIFTS MEDIA

In which (semi-)amateurs start to play for real
YouTube TOP 3 (20 nov 2006)

Evolution of Dance Pokemon Theme Music Quick Change Artists 35.7 MM 17.3 12.7
Nielsen Rating Nov 6- Nov 12

1.
2. 3.
Desperate Housewives
Dancing With the Stars CSI: Crime Scene Investigation
ABC
ABC CBS
22.3 million
22.0 20.8
Page 6
THE SHIFT - THE MEDIUM CATCH UP

ONLINE MEDIA PLAY CATCH UP WITH TRADITIONAL OUTLETS
July 2006
(cc) Lynette Webb, 2006

Page 7
THE BIGGEST DIGITAL MEDIA PLAYER - THE LONG TAIL

THE BIGGEST PLAYER IS
The long, long, long, long, long tail
1-200,000
1,000-200,000
Page 8
DONT CREATE DIGITAL TACTICS - CREATE CONVERSATIONS

Often marketers think that creating a slick website, a video on YouTube or an email is the answer to their marketing needs and can move product off shelves.
It is not.
The paradigm shift has happened.
The noise we have made over the years has frustrated consumers and they have tuned us and our advertising out. Now we are mono-loging like the nut in the corner of the room talking to ourselves.
We are in the Conversation Economy.
(David Armano)
Page 9
STOP THE MONOLOG - START THE DIALOG
Art by: Andrew Davies
Page 10
WHAT CREATES CONSUMER CONVERSATIONS?
76%
of consumers dont believe that companies tell the truth in advertisements
Yankelowich
Page 11
CONVERSATIONS START WITH PEOPLE
THERE IS STILL ONE TRUSTED MEDIUM LEFT IN THE WORLD
MY FRIENDS THEIR FRIENDS AND ALL THOSE WE COLLECTIVELY RESPECT

Page 12
PEOPLE TRUST PEOPLE - NOT MARKETERS

When forming an opinion of a company, how credible would the information be from
Edelman Trust Barometer 2006

% Academic Doctor or similar Person like yourself/peer 62 62 61
Financial Analyst
58
58 53 36 33 29 19 17 16 15
A person like yourself or a peer
NGO Rep
61% 51% 33% 55%
Accountant Lawyer Regular employee CEO Union Entertainer PR person
2003
2004
2005
2006
Blogger
Page 13
PEOPLE TRUST PEOPLE

Most influential information sources in purchasing electronic goods? (TOP 3)
Source In-store Sales Associate In-store demonstration Word-of-mouth from family & friends % 49 36 33
Newspaper Coupons Internet Product/Company Information Retailer information Other Magazines TV Radio
25 21 16 14 14 4 4 3
Source: CMO Councils Retail Fluency Report, 2005
People Trust Humans

Page 14
PEOPLE TRUST PEOPLE - THE IGNORED REALITY
This is not a new hype just an ignored reality

1955
Word-of-Mouth (WOM) is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch and 2x as effective as radio advertising
1967 36% of surveyed consumers reported learning of an innovation through word-ofmouth, while 48% reported being influenced by WOM when making a purchase decision
2001 Diffusion studies found that WOM is 10x more effective than media advertising 2006 61% trust other people like themselves (as media) - Edelman Trust Barometer, 2006
Page 15
DIGITAL MARKETING & COMMUNITY

Its is all about the audience. Playing in the digital landscape Using promotions that give consumers something to talk and that are relevant to our consumers lives We will tell brand stories that encourage Word of Mouth (WOM) and positive brand experiences
Page 16
DOING DIGITAL RIGHT

If we are to be a trusted member of a community we must appeal to consumers on an emotional level and give them stories that are worth repeating. The principals of emotional branding create lift and word of mouth qualities by using these 10 human experience building principles in every aspect of the digital marketing. 1. From Consumers To People - Consumers buy, people live. 2. From Product To Experience - Products fulfill needs. Experiences fulfill desires. 3. From Honesty To Trust - Honesty is expected. Trust is engaging and intimate. It needs to be earned. 4. From Quality To Preference - Quality for the right price is a given today. Preference creates the sale. 5. From Notoriety To Aspiration - Being known does not mean that you are also loved! 6. From Identity To Personality - Identity is recognition. Personality is about character and charisma! 7. From Function To Feel - The functionality of a product is about practical or superficial qualities only. Sensorial design is about experiences. 8. From Ubiquity To Presence - Ubiquity is seen. Emotional presence is felt. 9. From Communication To Dialogue - Communication is telling. Dialogue is sharing. 10. From Service To Relationship - Service is selling. Relationship is acknowledgment.
Page 17
DIGITAL BRAND EXPERIENCES

On the web, in a game or on the phone we are creating strategic design. We create brand identities and consumer interfaces. Our three rules:
User Interface = Brand Design is how it looks & works. Simplicity.
The introduction of Interactive and Experience Design The Introduction to Consumer Engagement Mapping
Which communicates the story that you are telling consumers
Interaction Design (ID) is the professional discipline that defines the behavior of interactive products and how products communicate their functionality to the people who use them.
Good interaction design makes products ranging from computer software to clock radios to cars more useful, usable, and desirable. In today's world of ubiquitous technology, practitioners of interaction design play an increasingly important role in the design of successful products. Through well-executed interaction design, businesses can increase their revenues, reduce development costs, and attract, satisfy, and retain loyal customers
Page 18
MICROSITES & DIGITAL MEDIA- How do they work?

The Presentation Layer
This layer controls the look and feel as well as the consumer interacts with the site or media HTML, Flash, Ajax, XSL, JavaScript Vector Design Files
The Business Logic

This layer controls how the site works, takes in information, pushes out confirmations Object Oriented Programming
XML,PHP, ASP, JSP
.asp, .php. jsp pages not seen by the consumer Business Logic is functional
The Data Layer

Databases and stored procedures
MS SQL Server, My SQL, Oracle
Universal symbol for database
Page 19
THE PRESENTATION LAYER

Programming = Design
Page 20
THE BUSINESS LOGIC LAYER

A Business Objective Gets Turned in to an application
A Business Objective Gets Turned in to an application
Page 21
THE DATA LAYER

Capturing Consumer Information & reporting
Page 22
MICROSITES, MEDIA & ANALYTICS

The Website / Microsite What is a Hit? A server hit is a call to the web server to serve information graphics or applications. A hit is not indicative of a user. What is a Unique User? According to IFABC Global Web Standards, a unique user is "An IP address plus a further identifier. Sites may use User Agent, Cookie and/or Registration ID. What is a registered User? A consumer who has gone to your website and register information in to your database. What is a Referring URL? This term is used when trying to track where a user came from. If I did a search for the Chicago Bears My referring URL would be sports.yahoo.com What is a Click Stream? A click stream is the sequence of clicks or pages requested as a visitor explores a Web site. What is Cache? Your Cache is located in the system folders of all Macs and PCs that stores temporary internet files which allows the consumer faster browsing. What is a cookie? A cookies is a small application that is placed in the cache of the consumer computer that helps record their interactions as well as stores personal data. What is a Pixel? This is a 1x1 transparent gif that assists the tracking of consumers coming from a particular banner ad or ad network. What is Tracking Tracking is often a report generated by an analysis of a web servers activity log reports
Page 23
MICROSITES, MEDIA AND ANALYTICS

Online Media
What is a Click tag?
A click tag is a line of code that ad servers use serve that ad and record the impression and clicks.
What is an Ad Server?
A central ad server is a computer server that stores advertisements and delivers them to website visitors. Ad servers come in two flavors: local ad servers and third-party or remote ad servers. Local ad servers are typically run by a single publisher and serve ads to that publisher's domains, allowing finegrained creative, formatting, and content control by that publisher. Remote ad servers can serve ads across domains owned by multiple publishers. They deliver the ads from one central source so that advertisers and publishers can track the distribution of their online advertisements, and have one location for controlling the rotation and distribution of their advertisements across the web. is media that uses multiple forms of information content and information processing (e.g. text, audio, graphics, animation, video, interactivity) to inform or entertain the (user) audience.
Interactive video advertising (not an TV AD - a video experience All inventory that is not premium inventory on a publishers website Cost Per Mille, Cost Per Click, Cost Per Acquisition (or Actions) Real-time reporting is a dashboard feature that most online advertising servers and or ad networks offer advertisers to view the performance of their creative and ad placements. It allows marketers to make iterative changes to their campaigns for high impact.
What is Rich Media?
What is Interactive Pre-roll?

What is remnant inventory? What is CPM, CPC or CPA? What is Real-Time reporting?
Page 24
THE DIGITAL MEDIUM

1. 2. Rapid Response Culture Integrated interactive media channels
Corporate website Microsite Email Mobile Online Media On Demand User Clicks User Registrations Traffic Optimization All = Engagement measurement factors Just because we launch it does not mean our job is done - WEVE ONLY JUST BEGUN The internet is a live and interactive medium where the consumer expects and often demands fresh and innovative content and experiences
An iterative medium
3.
Immediate Results

4.
Optimization of sites and OLA Online Media campaigns
Page 25
THE CHANGING LANDSCAPE
Page 26
EVERYTHING STARTS WITH DESIGN & A GREAT STORY

What is User Centered Design?
User-centered design (UCD) is a method for designing ease of use into the total user experience with products. Key to this approach is the focus on understanding the userstheir environment, their goals and tasks necessary to achieve these goals, their skills, and their abilities. Throughout the development cycle, feedback and input from users is gathered to ensure that the design is based on real data, and not the product development teams imagination about what users do. This method enables the efficient design of effective interactive systems as UCD expedites and simplifies gathering user feedback and incorporates it into the design process. Specifically, user-centered design means that product teams start by observing and working with its users. Throughout the design process, users judge whether the product meets their requirements by evaluating prototypes. After a period of iterative evaluation and design, the technology is built to fit the mockups. User-centered design is about describing the whole user experience, not just what the users see on the page. It is about relating user goals to application functions, as opposed to taking requirements from someone and turning out web pages. The deliverable for user-centered design is a product that is useful, usable, and desirable to users, not just the final HTML, programming, or implementation. Note that user-centered design is different from and complementary to market research. Market research strives to answer the question, What product should be built? Marketing knows what customers are asking for, what drives their behavior at the point of sale, what they will pay for, and what determines their purchasing habits. User Experience, on the other hand, knows what customers actually do, what makes a product simple or difficult, usable or not. Thus, User Experience is better suited to answer the question, How should the product be designed? Marketing, User Experience, and Engineering offer a spectrum of perspectives in product development. Creating the right synergy between these functions so that a successful product is built is not an easy task. The section on Implementing User-Centered Design on p. 8 discusses not only how to build a User Experience team but also how to incorporate this triad of groups successfully into a product development team.
Page 27
User Centered Design = EXPERIENCE NOT NOISE The key to creating online experiences is all in the team you hire.
They must be great story tellers They must be consumers They must be strategic artists
It is important to have a well-balanced team that has the skills needed to implement a user-centered design approach to site, media and mobile, often referred to as User Experience (UE). Rarely are all these skills found in one person, so we will create a team of individuals who specialize in these areas who can contribute uniquely to the final product. YOUR BRAND.
Page 28
DIGITAL+ MARKETING : 101

An introduction to the Digital Marketing for traditional marketers and agencies
CONTINUE THE CONVERSATION AT HTTP://JOANNAPENABICKLEY.TYPEPAD.COM
Presented By: Joanna Pena-Bickley VP, Interactive Group Creative Director

Digital Marketing: 101: An Introduction To The Digital Marketing For Traditional Marketers and Agencies

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DIGITAL+ MARKETING : 101

An introduction to the Digital Marketing for traditional marketers and agencies

Presented By: Joanna Pena-Bickley VP, Interactive Group Creative Director

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

OUR CHANGING LANDSCAPE

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

TECHNOLOGY AND ITS ROLE IN OUR WORLD

Then. The Power Shifted

Anytime - Any Place - Any Way

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

THE COUNTER-CULTURE IS THE MAINSTREAM

Xu Jing Lei 56,750/million 1,000-4,000 comments per article

Every Citizen is a Reporter

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

MAINSTREAM CULTURE SHIFTS MEDIA

YouTube TOP 3 (20 nov 2006)

Nielsen Rating Nov 6- Nov 12

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

THE SHIFT - THE MEDIUM CATCH UP

(cc) Lynette Webb, 2006

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

THE BIGGEST DIGITAL MEDIA PLAYER - THE LONG TAIL

The long, long, long, long, long tail

Alain Thys - FutureLab

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

DONT CREATE DIGITAL TACTICS - CREATE CONVERSATIONS

We are in the Conversation Economy.

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

STOP THE MONOLOG - START THE DIALOG

Art by: Andrew Davies

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

WHAT CREATES CONSUMER CONVERSATIONS?

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

CONVERSATIONS START WITH PEOPLE

THERE IS STILL ONE TRUSTED MEDIUM LEFT IN THE WORLD

MY FRIENDS THEIR FRIENDS AND ALL THOSE WE COLLECTIVELY RESPECT

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

PEOPLE TRUST PEOPLE - NOT MARKETERS

Edelman Trust Barometer 2006

A person like yourself or a peer

61% 51% 33% 55%

Accountant Lawyer Regular employee CEO Union Entertainer PR person

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

PEOPLE TRUST PEOPLE

Source: CMO Councils Retail Fluency Report, 2005

People Trust Humans

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

PEOPLE TRUST PEOPLE - THE IGNORED REALITY

This is not a new hype just an ignored reality

Alain Thys - FutureLab

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

DIGITAL MARKETING & COMMUNITY

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

DOING DIGITAL RIGHT

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

DIGITAL BRAND EXPERIENCES

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

MICROSITES & DIGITAL MEDIA- How do they work?

The Business Logic

The Data Layer

DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM