Future Trends in Digital Marketing

Robert Philips, Digital StrategistBurson-Marsteller

Who is in control?Who is in control?

“The power is with the consumer. Consumers are beginning, in a very real sense, to own

our brands and participate in their creation. We need to begin to learn to let it

go…”

- A.G. Lafley, CEO, P&G Company

“The power is with the consumer. Consumers are beginning, in a very real sense, to own

our brands and participate in their creation. We need to begin to learn to let it

go…”

- A.G. Lafley, CEO, P&G Company

Dawn of the Dialog Age

Eras of Communication

Merchant to Customer

(pre-1930’s)

MassMarketing(1930-present)

DialogAge

(present-?)

Depth: DeepBreadth: Narrow

Depth: ShallowBreadth: Broad

Depth: DeepBreadth: Broad

We AreHere

Scott AndersonHewlett-Packard

Way Back Yesterday Now

Media

Individual

RadioTVNewspapers

Media

Individual

TV RemoteInternetE-mail

Media

Individual

Search EnginesBlogsTIVO

Social Networks

21st Century Economy

=

The exponential power of Internet influencers :

=

20th Century Economy

Forrester Research and Intelliseek

Trust Somewhat Trust “completely”

0 20 40 60 80 100

Text ads on mobile phones

Online banner ads

Product Placements

Ads before movies

Search engine ads

Brand sponsorships

Radio

TV

Magazine

Newspaper

Consumer opinions posted online

Email I signed up for

Brand Web sites

Recommendations from consumers

As a Result• Digital marketing is greatly increasing, while traditional marketing is decreasing. • Many of the popular digital marketing channels (YouTube, Google, Facebook) provide special opportunities for nonprofits

Video is Leading the Way• Marketers are bypassing televisions in the hopes of create the next viral video sensation.• For nonprofit organizations, online videos can be a very effective way to help gain online exposure.

Websites• Websites can no longer be a static e-brochures.• Open source tools have leveled the playing field for Websites. • Nonprofit organizations can position their Web sites as an online destination for volunteers, donors, media, policy makers and other target audiences.

Note strong calls to donate, participate and help raise awareness

Mobile, Mobile, Mobile

Recent Past• Mobile Websites were typically reserved for large online publishers

Today• iPhones and Blackberries are cheaper and greatly increasing the # of visitors accessing mobile

sites.• Technology via new CMS is making it easier to produce mobile sites.

Growing Your Online Presence• The online environment is becoming very decentralized.• Having a Website as your online presence is no longer sufficient.• Organizations, including nonprofits, need to evaluate and perhaps establish its presence on social media sites.

Will the future online environment follow

Skittles lead?

Search Engine Optimization

Past • Keyword Stuffing• Rampant Link Exchanges• Strategic Keyword Placement

Today• Quality Content• Fierce Competition

Future• Online “Hubs”

Search engines – modern newspaper front page

Growing Your Online PresenceRaising Awareness

• Facebook• YouTube• Flickr• Wikipedia• Twitter• Now Public

• Raising Funds• Network for Good• Neon Fundraising• Good Search

Social Networking SitesPast

• Younger audience• More limited competition• Simpler functionality/tools

Today & the Future• Attract wider range of ages which will continue to grow• Fierce competition• Widely utilized by nonprofit organizations and causes

Facebook’s growth has been monumental, but will

it last?

Online Media Relations

Past • Press Releases• Media Events• Pitching Journalists• Daily Media Monitoring

Today & Future• Social Media Press Releases • Online Media Events• Daily Social Media Monitoring

AP is now including online events in their day books.

Questions and Panel Discussion