The document discusses the evolution and value of digital media to B2B marketers. It outlines how digital media has evolved from Web 1.0 to today's Web 2.0 and emerging Web 3.0. Digital media provides B2B marketers precision in targeting through channels like display advertising, search marketing, and advanced lead generation. It also provides scale through email marketing, webinars, directories, communities, and social/buzz marketing. Further, digital media allows for high measurability of marketing efforts through analytics and online reputation management.

1. The value of Digital media to a B2B marketer

3. Web technology EVOLUTION TODAY Web technology has evolved over three stages

4. The evolution of digital media - Devices EVOLUTION TODAY Devices used to access the internet have evolved as well Cloud technology (which connects servers across the world into one integrated entity, enables several, traditionally ‘non-digital’ devices like electronic weighing scales, TV’s etc… to be inter-connected

5. The evolution of digital media – Marketing channels EVOLUTION TODAY The possibilities and channels available for marketers have changed as well From one way communication channels like emailers and websites, Web 2.0 opened up the possibility for powerful conversational channels like social networks, blogs and forums. However, in Web 3.0, marketers will both have the means and be forced to deliver an integrated digital brand experience to their customers across digital touch-points

6. The evolution of digital media – Implications EVOLUTION TODAY Web 1.0 exposed users to a global library – information from across the world Web 2.0 meant the age of conversations – where marketers had to evolve from one-way communication to customers to engaging conversations with them Web 3.0 however, will see customers expecting marketers to continuously understand them and be relevant to them in any given context The implications for marketers have changed as well

7. Example EVOLUTION TODAY Demandbase, essentially a CRM platform, connects to external industry directories and draws lead information from industry directories. Using this information, demandbase knows exactly who has come to your website and when.

8. Today EVOLUTION TODAY We are here We are currently in the transition phase from Web 2.0 to Web 3.0.

9. Reach of the internet EVOLUTION TODAY Total internet users: 1.97 billion Penetration: 28.7% of total population Total internet users: 825 million Penetration: 21.5% of total population Total internet users: 81 million Penetration: 6.9% of total population InternetWorldStats

10. Internet access points in urban India EVOLUTION TODAY IAMAI I-Cube 2009-2010

11. Usage of the internet by urban Indians EVOLUTION TODAY IAMAI I-Cube 2009-2010

12. Usage of the internet by urban Indians EVOLUTION TODAY IAMAI I-Cube 2009-2010 Internet usage statistics in India show that email and information search remain top uses of the internet. These are the best platforms where B2B marketers can engage their customers, through search, display, social media, websites, advertising in email accounts, emailers and directories.

14. The value of Digital media to a B2B marketer

15. “ The value of digital marketing to a B2B marketer is about: Precision , Scale and ultimate Measurability ” Jennifer Howard; Head B2B Markets, Google

16. 3 value points that Digital offers B2B Marketers Precision Scale Measurability

18. Display advertising PRECISION SCALE MEASURABILITY Display advertising is the most apparent form of digital marketing Display advertising offers marketers various formats like banners, videos, animations etc…

34. PRECISION SCALE MEASURABILITY The Texas Instruments E2E community ( http://e2e.ti.com/ ) provides a space for Engineers to discuss products, seek help from each other, get product support, network with peers etc… Influencers (top contributors) are rewarded with recognition

35. PRECISION SCALE MEASURABILITY The CREE LED community ( http://www.creeledrevolution.com/ ) promotes LED lighting as a ‘brighter’ alternative to traditional fluorescent lighting, in a fun campaign called the “Revolution”

36. PRECISION SCALE MEASURABILITY Clubdermaweb, a portal of courses, case studies, industry reports etc… is aimed at dermatologists (and has a significant user base of Indian dermatologists).

39. PRECISION SCALE MEASURABILITY DuPont used a campaign on ‘science stories’ in line with their branding of ‘the miracles of science’. This was a series of videos which were created and seeded in varioud portals on how DuPont products are behind several crucial products like bulletproof vests, fire fighter’s suits etc…

48. An integrated approach to high-value digital marketing for B2B marketers