3. New technologies,
fragmented media, and a new
generation of empo wered consumers
are rapidly changing the world
of advertising...
4. Weʼre Spending Less Time Here...
Radio TV Print
-19% -33% -30%
Decline in time spent with traditional media
due to increase in time spent online
Arbitron Research: Internet and Multimedia Study
5. ...And More Time Here.
New technologies are captivating consumers
6. Social Media
Social Media is the new Mass Media
200 million
200
150
120 million
millions
98 million
100
50
32 million
3.6 million
0
MySpace Facebook Super Bowl American Idol People Magazine
7. Media fragmentation
is increasing.
In 1971, the average
person encountered
approximately
500
ad messages a day
David Schenk, Marketing Smog
8. 8
Today,
that number
is almost
5,000
making it harder to
engage consumers.
David Schenk, Marketing Smog
9. dvert ising
On line A flat with
ates have been
R
“CPM ults for the past 2 years.”
declining res now .01%
ough rates
Average click thr
Online Promotion
spen s
ding expected to tr
iple over the
next 5 years surpa
ssing all other
online advertising c
Borell Associa
te
ategories.
s: The Big Shif
t Research Re
port (April 20
08)
10. Digital Consumers
are shifting from passive shoppers to active brand participants
200 million 36 million
US consumers have shopped online Download music or video*
Over 875 million worldwide***
user
40 million
110 million mobile
Browse the web from
their mobile phone**
Participate in customer
Social Networks*
PASSIVE
95 million
Participate in community producer 50 million
online Contests Have created online content*
& Sweepstakes****
participant
*Pew Internet & American Life **Nielson Mobile study *** ComScore ****NY Times E-Commerce Report Image: David Armano
11. 30.0
2008 2012
22.5
($ in Billions)
15.0
7.5
0
Promotions Email Search Video Display
Online Promotions
Spending expected to surpass other online advertising
categories over the next 5 years.
Source: Borell Associates inc. 2008
12. Because promotions deliver results...
60% 80% 82%
of US consumers of online of consumers
have purchased consumers have will provide personal
a brand due to a entered a information in exchange
promotion.* sweepstakes.** for a chance to win.***
*IMI International **eMarketer ***Jupiter Research: Online Privacy Report
13. The New Marketing Mix
Advertising + Digital Promotions
Quadrant 4 = most value
Increased Value
Increased Value
High
Promotions + Advertising
4 Increased relevance & entertainment
By combining digital promotions &
2 4 advertising both relevance &
entertainment value is increased
@
moving closer to Quadrant 4.
@ Relevant
Television Advertising
3 Low Relevance - High Entertainment
1 3 2 Internet Advertising
High Relevance - Low Entertainment
Mass Marketing
1
Low
Low Relevance - Low Entertainment
Low @ Entertaining @ High
Relevance & Entertainment
2 axis that create consumer value in marketing:
While all marketing is capable of playing in quadrant
four, no single medium has broken through.
Source: Joseph Jaffe
14. Old Marketing New Marketing
Spray & Pray Attract & Engage
Large Audience Smaller Audiences
Low Relevance High Relevance
Low Return High Return
16. Digital Promotions
From Brand Awareness to Engagement
High Consumer Involvement
>
UGC
Instant win
Brand Engagement
Brand Awareness
Advergames
Social
> >
Mobile
Sweepstakes
Core Audience
Extended Audience
>
Low Consumer Involvement
17. 70%
of CPG Super Bowl Advertisers
used interactive promotions at the core of their 2008 campaigns.
Source: Promo Magazine
18. User Generated Contests
deep brand engagement & active participation
Doritos changes the game
Contest winner beats out madison avenue
winning USA TODAY'S 2009 Super Bowl Ad Meter
19. Advergames
brand messages become viral brand experiences
30% of Super Bowl viewers say they are more likely to visit an
advertiser's Web site after seeing a Super Bowl commercial*
*2009, Harris Interactive Poll
20. Advergames
brand messages become viral brand experiences
40
30
20
10
0
Advergames Video Tell-a-Friend
Advergames/ Online Viral Social
Tell-a-friend
Microsites Contests Video Bookmarking
Viral Marketing Tactics with “Greatest Results”*
* 2008 eMarketer, Viral Marketing Survey
21. Mobile Integration
participation anytime or anywhere
Largest US SMS Promotion New technologies driving innovation
97% of consumers carry their phone at retail*
* Promotion Marketing Association Digital Summit
22. Inclusive Experiences
Everyone wins something. Someone wins everything.
One person wins a trip to the World Series One college wins a private concert
Everyone wins a taco if base with the Dave Matthews Band
is stolen during the game Everyone watches online
23. Social Promotions
promotions worth talking about
78% of consumers
trust consumer recommendations over advertising
Nielsen “Trust in Advertising Study” 2007
26. Axl Rose vs. Dr. Pepper
Everyone in America gets a Dr. Pepper (sort of)
No Artist Approval + No Rules + Technical Problems = Pending Lawsuit
27. Rock the Vote
Starbucks and Krispy Kreme face penalties for election day giveaways
Federal Statute prohibits any organization from
“providing rewards for voting.”
28. Pepsi Stuffed
Harrier Jet a steal at 700,000,000 points
Student sues over deceptive advertising & business practices
after acquiring enough points to purchase Jet.
Result: Out of court settlement and a whole lot of bad PR.
31. Mobile Dominates
Mobile & Wireless devices will become the next
dominant consumer platform
65 Million U.S. Mobile Internet users in 2008 and growing*
* Promotion Marketing Association Digital Summit
32. Social Media Expands
Social Media is bigger than you think... and it’s just getting started
U.S. Social Network Usage
All Adults 35%
Adults 18-24 75%
* Pew Internet & American Life Project, December 2008
33. Legal Issues Continue
Privacy & Legal issues will continue to
create new challenges for marketers
34. teamDigital
teamDigital is an interactive marketing agency
specializing in technology driven promotions that
leverage new channels and technologies including
online, mobile, & social networks to engage
consumers and create measurable brand value.
Email
info@teamDigital.com
+
Website
www.teamDigital.com
Blog
www.Promotions2.com