Post on 12-Sep-2021
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
As society undergoes this transformation, what matters to marketers, and why? Engagement is replacing interruption, consumers are playing a role in the creation of the marketing message, and the shift in focus from one media channel to another is well underway. Marketing techniques are changing and at a speed much faster than most firms can accommodate. Digital Strategy’s team have been coaching brand managers on digital marketing strategy since 2000, and in this session we explore our take on the key trends impacting in the medium term.
Strategic themes in the changing digital advertising landscapeDigital Marketing Trends Academy
Digital Marketing Futures – the journey
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
About this seminar• These notes are from a workshop examining the trends
and models for marketing and advertising in the Digital Networked Society.
• In this workshop we explore how marketing is changing, how the era of interruptive advertising is drawing to a close, and how the marketing sector is responding.
• Supporting material can be accessed online, including • Links to examples of online video content that shows how
brands have positioned themselves as media properties• Reports tracking the changes in advertising spend over time
in the US and UK• Key issues for regulatory groups in the digital sector
…The seminar is intended to raise questions and these should be sent to Danny@DigitalStrategyConsulting.com
Research is available for
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Executive AcademyStrategic insights for leadership teams
Management coaching and strategy development for media groups in 20 countries
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Related material: DigitalStrategyConsulting.com/downloads
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Digital historyWhere were you in 1994?
Market insight: The first banner
HotWired and AT&T: 468 x 60 banner October 25 1994.
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Google not yet a teenager, but 1 trillion web pages
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
21.7%
18.7%
11.2% 5.1%
3.3%
0.9%6.7%
15.1%
19.3%
TelevisionPress - DisplayInternetPress - ClassifiedDirect MailDirectoriesOutdoorRadioCinema
Business models of conventional media under threat2008 market share 18.7% (15.3% in 2007)
% share of revenues for January to December 2008
IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures.
Total advertisingTotal advertisingmarket approxmarket approx
££18bn18bn
Source: PricewaterhouseCoopers / Advertising Association / Internet Advertising Bureau / WARC / Radio Advertising Bureau. Directories are estimated.
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
2009Internet ad spend overtakes TV Within 5 years internet ad spend will exceed 30% of all adspend
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Example:Paradigm shifts in marketingToday will last forever(Whether a brand likes it or not)
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Today will last foreverTrip advisorA blessing or curse for every hotelier
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Today will last foreverHSBC protest from graduates It started on Facebook, archived on BBC news
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Paradigm shifts (and challenges)
The shift to engagement from interruption
The first truly global medium
But also…
A conversation with brands
Democratised production of media
Consumer co-creation of advertising
Consumer-selected exposure to advertising
Equality between brands and consumers
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
What is ‘advertising’ in an
era of convergence with
content?
Rethinking the paradigm
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Advertising will be only a tiny part of marketing
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Paradigm shiftIt’s twilight in the era of buying time to interrupt
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Why advertising will be only a tiny part of marketingMedia snacking grows
YouTubeMade for media
snacking
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Media multi-tasking
•7%
•28%
•3%
•9%
•12%
•15%
•10%
•4%
•6%
•18%
•4%
•11%
•14%
•25%
•19%
•6%
•6%
•8%
•5%
•10%
•11%
•20%
•15%
•6%
•3%
•3%
•4%
•9%
•9%
•8%
•8%
•6%
•10%
•4%
•6%
•11%
•10%
•8%
•10%
•6%
•68%
•37%
•77%
•48%
•43%
•23%
•35%
•70%
Watch TV and listen to the radio at the same time
Surf the Internet while watching TV
Listen to the radio over the internet while watching TV
Listen to the radio over the internet while surfing theInternet
Listen to the radio while surfing the Internet
Read newspapers / magazines while watching TV
Read newspapers / magazines while listening to theradio
Read newspapers / magazines while listening to theradio over the Internet
•At least once a day •Once a day to several times a week•Once a week •Once a month•Less than once a month •Never
•How often do you…
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Media multi-taskingYou are competing for their divided attention28% surf while watching TV, daily
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
What are the new approaches?
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
An example of native digital marketingLetting leaders leadHarnessing blogs effectively
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Letting leaders lead with blogsWhy blogging is key in reconnecting people within an organisation
• Blogging builds bridges from leaders to everyone in the firm
• Blogging sparks discussion when the leaders have something powerful to say
• Blogging creates content for audiences from suppliers and journalists to customers and staff
• Blogging gives brands significant control of one message channel
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Letting leaders lead with blogsConsumer and business facing corporate blogs
“Telling people what I’m eating and where I’m going. A great way to communicate with internal and external groups. A great opportunity because MDs are normally out of reach.”
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Letting leaders lead with blogsConsumer and business facing corporate blogs
Jonathan Schwartz, President, Sun MicrosystemsA powerful and engaging blog, avidly read by tens of thousands of opinion formers
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Blogs: When people write about youTesco’s: A supermarket sweep-up?
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Letting leaders leadRethinking your staff as the critical audience
• Staff members can be ambassadors or the destroyers of a brand’s image
• Tesco’s staff complained in public on Supermarket Sweep Up before it went offline
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Tesco
• An independent blog questioning Tesco’s growing dominance (www.supermarket-sweep-up.com)
• An online community
• People posting their comments
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
TescoEmployees posting their comments
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
VideoEvolving(Follow links to example material)
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
HistoryEverybody takes part in writing today’s history
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
New approachesInvolving consumers in the marketing process
Persuading consumers to
endorse
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Why advertising will be only a tiny part of marketingPersuading people to listen
• Brands need to find where their consumers have moved to
• Brands need to gain permission to be in their space
• Brands need radically new strategies to gain attention and respect
• Marmite is one of the brands switching strategies: on FaceBook there are over 100,000 fans
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Why advertising will be only a tiny part of marketingEngagement replaces interruption
• Consumers need reasons to engage
• Advertisers can fund content (BMWFilms.com)
• Advertisers can create tools for customers to use (STA travel’s ‘blog for every traveller’)
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Geography: blown to bits
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Geography: blown to bitsWhy globalised access to information destroys the scope for national barriers in messaging
• The web cares little for geography
• The location of the customer can be ambiguous (Hotmail)
• The location of the website can be ambiguous
• The payment obstacles for trade have been removed
• Cross-border trade has become part of the fabric of markets
• Consumers seek out non-national content
• Search engines know that relevancy is rarely driven by geography
• English and Spanish sites have a history of skewed geography
• Legislators fail to draw boundaries in cyberspace
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
GeographyBoundaries are hard to enforce
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
The journey of marketingHow the discipline evolves next
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
The journey of marketing“One to all” becomes “one to many”
• Henry Ford’s one to all era“Any car you like as long as it’s black”
• Classic media created the “one to many” model of social grade (ABC1) and simple segmentation (consumer magazines
• The segmentation became more precise as media choice proliferated
But the model was unchanged: broadcast, one message, interruption based marketing
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
IndividualityPeople crave individuality; databased net-centric consumer marketing will permanently change all our expectations
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
The ‘Martini’ cultureAnytime, anyplace, anywhere
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
The ‘Martini’ cultureWhy the networked consumer has ‘different’ needs
• Different mindset
• Different physical spaces
• Different duration of access
• Different size of display
• Different techniques for navigating
• Different manifestations of often similar underlying needs
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Post-iPhoneThe real mobile internet begins
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
TrendsLonger to impact than we expectMuch greater the change when they arrive
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
TransitionWe are in the early days of transition to the digital networked society
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Thank you
DigitalStrategyConsulting.com/downloads
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
As society undergoes this transformation, what matters to marketers, and why? Engagement is replacing interruption, consumers are playing a role in the creation of the marketing message, and the shift in focus from one media channel to another is well underway. Marketing techniques are changing and at a speed much faster than most firms can accommodate. Digital Strategy’s team have been coaching brand managers on digital marketing strategy since 2000, and in this session we explore our take on the key trends impacting in the medium term.
Strategic themes in the changing digital advertising landscapeDigital Marketing Trends Academy
Digital Marketing Futures – the journey to come
Digital Training Academy
© 2008 Digital Strategy Consulting & Partners. All rights reserved.
Making sense of the digital world