balticspark
DESCRIPTION
Short intro for digital thinking in marketing for young entrepreneurs at Baltic Spark 2010TRANSCRIPT
Digital marketing
Baltic’s.
LIENE KUPCA 17.04.2010
The biggest
problem about
Digital marketing
is the term itself
h"p://farm1.sta.c.flickr.com/59/200094536_562e30b967.jpg
A revolution does not happen, when society
adapts new tools.
Revolution starts, when people adapt new behaviors.
(C.Shirky, US NOW)
The scene
3 countries.
4 languages.
Bright bouquet of changes
shift of values,
and paradigms
Opportunities only
h"p://www.mycee.net/blog/wp-‐content/uploads/2009/02/keyboard-‐rubiks-‐cube.jpg
People & connections
ESTONIA 67%
LATVIA 61%
LITHUANIA 55%
More, than half is online.
Do they take decisions?
Data: Euromonitor , h"p://epp.eurostat.ec.europa.eu/tgm/table.do?tab=table&init=1&language=en&pcode=.n00061&plugin=1
Or – they make and impact decisons?
h"p://farm3.sta.c.flickr.com/2737/4508326696_241c787c74.jpg
People are online. What do they do?
They talk
They watch
They listen
They care
(also known as socializing)
.
About things, that are really important to
them
2/1.
Search Google (LV/LT) Neti.ee
Social : one.lt. Draugiem.lv facebook.ee
But what are brands doing online?
still scream. Interupt. Do not listen.
Image: Alan Tys, FutureLab
78% of consumers consider in-stream advertising as “intrusive”. Half of viewers stop watching an online video once they encounter an in-stream ad. Source: Burstmedia, January 2008
29% of consumers leave a website that appears to be cluttered with advertising.
Source: Burstmedia, December 2008
Only 13% of UK consumers pay attention to ads on social networking sites. Source: Ebay Advertising, March 2009
BANNER/AD BLINDNESS
NEW !! TWITTER SPAM
DIFFERENT CHANNEL, SAME PROBLEM
Image: Alan Tys, FutureLab
Don’t focus on technology.
Focus on customer
needs,
wants
and behavior.
Heals everything?
“It always protects,
always trusts,
always hopes,
always perseveres.”
snake oil 2. 0. digital
Social MEDIA strategy?
Digital strategy?
Twitter concepts? Twitter strategy?
Skype strategy?
Or-
THE BUSINESS STRATEGY?
Digital is more than marketing
Cust. care
HR PR IT MKTG
It touches all of these
h"p://www.180360720.no/
Think outside the bubble. What happens online, should not end
online. It must go offline
“The workers should
appropriate the means of production”
there is an ever expanding universe to play with
Image: Alan Tys, FutureLab
Play with it
Websites
Blog
Engage in social portals
Youtube, Slideshare
Watch, what’s new
It is all about common sense and
inside the organisation
Digital is like violin.
Complicated and slowly learned But must have in the orchestra.
Technologies are becoming simplier.
Marketers have to figure out how to make information more human
Light a lot of small fires h"p://farm4.sta.c.flickr.com/3018/3071758742_152b8a1c63.jpg
Don’t focus on technology.
Focus on customer
needs,
wants
and behavior.
the real digital revolution is about
consumer empowerment,
ability to research learn about products and services and
make decisions independent of
marketing and advertising
