Dynamic Digital Marketing Strategies

David Mullings

Fun Facts

If Facebook was a country, it would be the World’s 4th largest

Figures for the week ending March 13, 2010 showed that Facebook accounted for 7.1% of US web traffic, compared with Google’s 7.0%

Why Digital?

•“Audience on demand” - digital will allow marketers to buy an audience instead of space in media

•Create relationships for a new era

•Get invited to the consumer conversation - social

Purpose

•Only one part of the marketing mix

•“Prove that you are listening...”

•“Awareness is over-rated. Focus on building positive opinion”

•“Influencing Opinion is key”

Web 1.0 Strategy“Pull” Strategy

users website ads

Web 2.0 Strategy“Push” Strategy

users content

users

users

Digital Outposts

Opportunities

•Digital Marketing

•email marketing

•banner advertising

•search engine marketing

•social media

•blogging

Tim Armstrong, President, Advertising and Commerce, North America, Google

“Interrupting people is not as important as being with them”

Email Marketing

Want to know?

•How many people received?

•How many people opened?

•What did they click on?

•Did they share it?

Now You Can

Clicks

Track History

Case Studies

Creating Relationships

Relationships for a New Era

Social Advertising - Does it work?

•Focus on creating a conversation with consumers - value exchange is key

•Couponing and custom products - Levi’s/Air Jordan

Levi’s and Air Jordan

•2,323 sets only

•US$395 per set

•Press release

•Facebook countdown widget

•Sold out in 30 mins

Real Campaign

Case Studies•Mariah Carey Fan Club Remix competition

•Original song and video

•The RealVibez Approach

•Results?

Results?•45,000 views in 2 weeks

•Placed 20th out of 1,200 entries

•Secured direct link to Nick Cannon (He likes the remix)

•Video picked up by RE TV locally

•Song picked up by Zip, Fame, Hot 102

•Cezar contacted numerous times for interviews

•Lots of blog and forum exposure

Balancing Innovation, Results

& Predictability

•Digital age has challenges - the tyranny of ‘more’

•Marketing is the only public function

Balancing Innovation, Results

& Predictability•Get customers to see and use you

differently

•Ready, Fire, Aim - experience is better than planning

•80/20 rule

Balancing Innovation, Results

& Predictability•Avoid the short-term trap

•Marketplace results matter most

•ROI total vs. Individual totals

•What is new vs. Last year

•Sometimes you just go for it

Michael Linton, SVP & CMO, eBay

“You may not need to be everywhere if it does not fit your business model”

Social Advertising - Does it work?

•Not ‘social media marketing’, ‘social influence marketing’ - Terry, Avenue A|Razorfish

•Creating a community around a brand

Sam Chadha’s Rules

Director of Marketing, Deodorants, Unilever

The distribution strategy is just as important as the creative strategy

Viral is an outcome, not something you build

Forget about ‘cool’, ‘relevance’ is what matters

Create engaging, relevant and quality content for users in your target

demographic

Social Advertising - Does it work?

•“If you are still measuring just CTR, get a new agency”

•Engagement matters and social applications and networks offer that in spades

Final Thought"Whether it's over the air or on the Internet, it's about content, and online it's our strategy to reach people wherever they are and bring our content to them."

Leslie Moonves, President and CEO, CBS Corp.

Questions?

David Mullingsdavid@kaizenadv.com

facebook.com/david.mullingslinkedin.com/davidmullings

407-513-2801