Frontiers: Extending Your Brand into New Media
Bart CaylorBrainstorm
June 27, 2003
Preparations: Known Paths
Digital Marketing/Web Statistics: Global Online Populations
2002 580 million (Nielsen/NetRatings)
655 million (ITU)
2004 709.1 million (eMarketer)
945 million (Computer Industry Almanac)
Digital Marketing/Web Statistics: U.S. Households
Number of Sessions per Week 9
Number of Unique Sites Visited 19
Time Spent per Week 7: 31: 21
Time Spent During Surfing Session 49: 06
Duration of a Page viewed 01: 58
Nielsen//Net Ratings Audience Measurement Service. March 23, 2003
Digital Marketing/Web Statistics: High School Seniors
99% of prospective college students have access to the Internet at home or school
Sending and receiving email is primary reason for access, secondary homework. Fifth reason is college or career information
Spend 96 minutes a day online.
Digital Marketing/Web Statistics: Advertising Spending(in billions)
Year Advertising Digital Marketing
2000 $5.4 $1.5
2001 $5.7 $2.0
2002 $6.8 $3.7
2003 $8.6 $6.2
2004 $10.6 $9.5
2005 $12.9 $13.8
2006 $15.4 $19.3Source: Jupiter Media Metrix
Digital Marketing/Web Statistics: Industry Trends
Innovation continues with an entrepreneurial flair
- Speed of information (need vs. desire)
- Major shifts happen about every 6 months
- Ability to be agile and adaptable critical
Digital Marketing/Web Statistics: Industry Trends
Driving Forces:
- Personalization
- Expression
- Immediate Access
- Information/Content
Expectations: Who’s Out There?
Audience Focus: Millennials
New generation of prospective students and young alumni
Unlike any previous generation and do not fit traditional communications models
96 minutes of each day online.
55% of 14-18 year olds have own cell phones
83% communicate utilizing instant messaging
Accustomed to sophisticated digital communications, choice, and their own power as consumers.
Audience Focus: Millennials
A.K.A.: Generation Now, Generation Y, Echo Boomers, Digital Generation, Mosaics
Group of 6-25 years old
Diverse, confident, optimistic, laid-back, resourceful, style-conscious, fun-seeking
Tech-savvy communicators
Audience Focus: Millennials
Good News for Higher Ed: A generation of brand-loyal joiners, networkers, and volunteers
Challenges for Higher Ed:A group of sophisticated consumers with high expectations for electronic communications, personal control, and service on the Internet.
Audience Focus: U.S. Adult Profile(Harris Interactive February-March 2002)
Online All
Age
18 to 29 28% 22%30 to 39 23% 22%40 to 49 23% 20%50 to 64 24% 18%65+ 5% 16%Gender
Men 49% 48%Women 51% 52%
Audience Focus: U.S. Adult Profile(Harris Interactive February-March 2002)
Online All
Race/Ethnicity
White 76% 76%Black 12% 12%Hispanic 9% 10%Education
High school or less 37% 52%Some College 31% 26%College grad/post grad 32% 22%Household Income
$25,000 or less 18% 25%$25,001 to $50,000 25% 29%$50,001 and over 46% 32%
Barking Squirrels & Magpies
New Media Technologies
Web sites - delivery–Standard PC–Tablet PC–Handheld PC–Wireless PDA–Wireless Phone–Wrist PDA–Television
New Media Technologies
Email/E Newsletters–Text Email–HTML Email–Email Attachments
•Flash•.exe•Etc.
CD-Rom
–Full size–Business Card Size–Custom Size
New Media Technologies
Messaging–EMS (Enhanced Messaging Services)
–SMS (Short Message Service)–MMS (Multimedia Messaging Services)–Instant Messaging (AOL, etc.)
Skins/PersonalizationBlogs–Text and Writing–Instant Web Photo (cam7.com and uboot.com)
New Media Technologies
Digitizing of familiar technologies to add more use:
- Automobiles
- Appliances
- Televisions
- Radios
- Phones
- Clothing
The Expansion into the Frontier
Future – The “Web Lifestyle”
“Like the electricity lifestyle of before, the Web lifestyle will be characterized by rapid innovations in applications. Because the infrastructure for high speed connectivity has reached critical mass, it is giving rise to new software and hardware that will reshape people’s lives.”
Bill Gates, Business at the Speed of Thought. 1999.
Future – The “Web Lifestyle”
Broadband
- 3G
- Digital Cable
- WiFi
Access
Phones/Handhelds/Wearables
Television/PC
Future – The “Web Lifestyle” – Higher Ed
Communication will speed up with all constituents with immediate access to information. Communication strategies will need to be updated to reflect the including crisis management and e-alerts.
Prospective students will expect instant access to admissions counselors and/or self-service advisors and will demand personalized content in all communications.
Current students will demand accessibility through digital networks (WiFi, 3G, etc.)
Current students will want more customization, far beyond the walls of their dorm rooms with Blogs, WiFi, access, etc.
Future – The “Web Lifestyle” – Higher Ed
Parents will want to access all information ranging from crime statistics to other campus data up to date from Web. As will the media. See communication strategy.
Parents will demand ecommerce payments for tuition
Parent’s will be more involved through digital communication options, including communicating with students, interacting and participating through virtual options.
A true consumer-centric world
Future – The “Web Lifestyle” – Higher Ed
Alumni will expect to be more informed and on their terms
They will stay more involved (see Millennial traits) but only until there is nothing left for them.
Donors will want more flexibility in gifting options with ecommerce.
A deeper sense of community and opportunities for better relationships will be present.
Future – The “Web Lifestyle” – Higher Ed Other Digital Opportunities
XML will be a tool that will begin to tie the loose ends together
Digital on-demand printing will provide options for greater personalization and customizable content.
Electronic communication, ranging from E-newsletters and E-Alerts through email and messaging services will provide additional “touch points” and customized opportunities.
Your Next Steps
Next Steps
Communicate
- Talk to administration
- Talk to peers
- Talk to experts
Pay attention
- Educate yourself and others
- Watch and learn from students. Ask.
- Establish partnerships
Next Steps
Plan with Flexibility
- Begin to assess the opportunities
- Identify future challenges
- Design change into your plan
Prepare
- Make wise decisions with a forward thinking mind
- Review and hone frequently
Repeat As Needed
Questions, Interaction and Brainstorming
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