Digital Marketing

Digital ≠ Marketing

Digital + Marketing

Marketing Leadership = Digital Leadership

Call to be Creative/Innovative

and Marketable!The Impetus for Change

What is Marketing?

• Every bit of contact any part of your business has with any segment of the public

• Goes beyond the 4Ps of Marketing• Evolve into the 4Cs

– Customer– Cost– Convenience– Communication

Traditionally..

• The three kings– Print– Radio– TV

• Most used because– Highest reach– Familiarity – Force of habit

But now…

• It has become a game of response• It’s all about the numbers

– Awareness– Trial– Purchase– Repeat Sales

• It’s all about ROI

Marketing

• All about– Efficiency– Being entrepreneurial– Doing the impossible

• Shift– Away from tri-media– Rise of below the line marketing

Spot the difference

Traditional Marketing

• Money• Advertise

• Aim at groups• Hard to measure

Guerilla Marketing

• Energy and Imagination

• Look at marketing weapons

• Aim at individuals• Easy to measure

A Look intoNon-Traditional Marketing

• Only three ways to communicate– Telephone– Telegraph– Tell a woman

• Concentrate marketing efforts on gift-with-purchase, purchase with purchase, sampling, in-store appearance, and make-up artists

General Motors

• Biggest auto advertiser, since 2002– Spending in traditional spending going down,

now at 50%– Increase in Internet spending– Increase in CRM– Increase in direct mail– Heavy increase in incentives (dealer and

customer cash rebates, sales bonuses, etc.)

Automakers have used celebrities to peddle their products before. Country music star Toby Keith promotes Ford; Grammy winner Celine Dion did ads for Chrysler, and golf legend Tiger Woods pitches for Buick

Powerful realities in marketingWe are Moving!

Check out the numbers, Love!!!

New Technology

• The internet has revolutionized how we live and and how we conduct work. Its conceptualization is leading new discoveries in technology.

• Since then, it has also begun to change how consumers relate to brands.

• It has made information access easy, making consumers marketing savvy…

• …and more demanding.

Consider this…• The number of internet users in the

U.S. went from 6.5 million in 1994 to 62 million in 1999.

• Worldwide, it went from 19 million to 129 million during the same period.

• In 2002, it was estimated that between 85 to 175 million people in the U.S. would have access to the internet…

• …and at least twice that number worldwide.

Consider this…• Looking at it another way, it took

13 years for television to be in the 50 million homes, 10 years for cable TV to do the same.

• The Internet on the other hand, from its origin in 1994, achieved the same growth in only 5 years!

• It has exploded from a “techy’ novelty to an accepted tool of communication and commerce.

Closer to Home…

• Aside from the 30% user growth year on year

• There are 1,500 internet cafes. The pre-paid internet market is getting bigger and is currently estimated to be almost 1 billion pesos

• Internet penetration is expected to pursue its continuous growth rate in the Philippines.

• In a study by Euro RSCG Worldwide, they saw the emergence of a new group of consumers.

• Their Global research papers confirm the shaping of new attitudes and behaviors.

• Goodbye, passive consumers.• Hello, marketing savvy and

demanding…

PROSUMERS!

A New Breed of Consumers

• A prosumer is simply a proactive, empowered consumer. The term suggests that the balance of power has shifted from the manufacturers, retailers, and marketers toward the end user.

• Characteristics common to prosumers:– Get a rush from discovering new things– Are transporters of trends– Pursue timeless value– Seek out challenges and new experiences– Recognize their value as consumers--and expect their brand

partners to recognize it too– Are marketing savvy and plugged in to multiple media sources– Demand top-notch customer service and unlimited access to

information

The Prosumer

Is this for real?

THEN NOW

The Prosumer

Multi-mediaMedia

Participative mediaPassive Media

Permission marketing/Whisper campaigns/Buzz marketing

Mass advertising

Standard messaging “Infotainment”

NarrowcastingBroadcasting

Connected SocietyFragmented Society

Marketing Convergence

www.ryanair.com

New Wave in Retail

What Industry Are You In?

Information Technology

• Information Technology takes over our lives… literally….

Information Technology

• Everything is IT!

• Falling in price, increasing in power– Small and cheaper

• IT will break the class barrier – information and communication will be for poor and rich alike

• Will not mean democracy and freedom, but more surveillance capability

$100 Laptop

NOW Media Cellphonesi-PodsBlackberry’sInternetVideo GamesWi-Fi

New Media is NOW media

Implications

• Cheaper IT will mean more competitors– Goliath, meet David

• Focus on service, not technology– To know more about…, press 168

• Ecommerce will be everywhere– Ecom component in every bite

Technology Reloaded — The Rise of Human Media

The Great Divide

Millenial Requests• You be the leader. This generation has grown up with

structure and supervision, with parents who were role models. The “You be the parent” TV commercials are right on. Millennials are looking for leaders with honesty and integrity. It’s not that they don’t want to be leaders themselves, they’d just like some great role models first.

• Challenge me. Millennials want learning opportunities. They want to be assigned to projects they can learn from. A recent Randstad employee survey found that “trying new things” was the most popular item. They’re looking for growth, development, a career path. 

• Let me work with friends. Millennials say they want to work with people they click with. They like being friends with coworkers. Employers who provide for the social aspects of work will find those efforts well rewarded by this newest cohort. Some companies are even interviewing and hiring groups of friends.

Millenial Requests

• Let’s have fun. A little humor, a bit of silliness, even a little irreverence will make your work environment more attractive.

• Respect me. “Treat our ideas respectfully,” they ask, “even though we haven’t been around a long time.”

• Be flexible. The busiest generation ever isn’t going to give up its activities just because of jobs. A rigid schedule is a sure-fire way to lose your Millennial employees

Millenials at Work

The New People Power

Top News Website in the World?

‘Vlogging’

Case Studies

Security Camera Shot

My Suggestion

Leadership is not an accident, but a choice.

So is Innovation and Creativity

And Spearheading Change

Challenge Everything

The Future is in Your Hands.

Thank you for your attention.