digital marketing future

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Digital Marketing

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The future of digital marketing to include mobile affiliate advertising

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Page 1: Digital marketing future

Digital Marketing

Page 2: Digital marketing future

Digital MarketingSlide Number 2

1. Where we are now and what the market looks like

2. Future Online

3. Where Mobile is Going

4. Opportunity and Value Chain

5. Processes and barriers

6. Zamano Future

7. SWOT Analysis

8. Summary of what definitely is happening

Agenda

zamano Confidential (March 2010)

Page 3: Digital marketing future

2008/9

Internet

More of the same worked if promoted cleverly

Mobile InternetUsage growth

Richer experiencePaid for content when convenient & impulsive

2006/7

Print & TV

Content Taker

High price

2010/11App storesMainstream

Price low or freeDispersal & abundance of

app stores

InternetUser sophistication rises

fuelling higher expectationsFree content

Consumers Journey

Page 4: Digital marketing future

Mobile Market Evolution

BrandedSales

Relationship Based selling

Value-based Selling

Customer Loyalty

Customer Sophisticatio

n

HighLow

High

Low

Transactional Sales

BrandedSales

Relationship Based selling

Value-based Selling

Customer Loyalty

Customer Sophisticatio

n

HighLow

High

LowTransactional

Sales

Page 5: Digital marketing future

Digital Marketing

Affiliates

Page 6: Digital marketing future

Content Networks

Online advertising

Affiliate Networks

Advertisers

Search engines

Independent affiliate networks

Social networks

Publishers

Page 7: Digital marketing future

FUTURE ONLINE

Page 8: Digital marketing future

Digital Marketing

...according to Gareth

Social MediaBehavioural Targeting

CPA Adfunded content

Mobile growthlocation based marketing

Page 9: Digital marketing future

Digital Marketing

Video

Real time bidding

Mobile no.1

Display advertising

App stores death

...according To Google

A look into the future of advertising as told by Neal Mohan, vice president of product management at Google, and Barry Salzman, managing director of media and platforms at Google.

Page 10: Digital marketing future

Digital Marketing

Targeted, Timely, Wanted, Valuable

Data is the new oil

Interaction before transaction

...according to Gerd Leonhard, Media Futurist

A presentation from Gerd at Adtech London 2010

Page 11: Digital marketing future

Digital Marketing

Social Media

Visibility of service good and bad

...according to Smarta

A presentation from Smarta at Adtech London 2010

Page 12: Digital marketing future

Digital Marketing

Paid – Owned - Earned

According to Ford

‘We had impact that was greater than a super bowl ad. We had 500,000 people go to www.fordvehicles.com’ Scott Monty, Social Media Director

Page 13: Digital marketing future

Digital Marketing

Increased appetite for SEO, PPC and social media.

The social media exponential growth

...according to UK SEM Benchmark Report 2010

Page 14: Digital marketing future

Digital Marketing

From $160 million in 2008 to $3.1 billion in 2013

(Mobi Thinking)

Revenues in online search & advertising are going mobile

(Comscore)

Mobile internet will be bigger than desktop < 5 years

(Everyone)

Smartphone sales increase of 300 million in next 4 years

(Juniper)

Where mobile is going

Next decade will see 99% messaging, media & entertainment 1% voice mobile users

(Slide Share)Content to be bundled with phones

(Slide Share)

Page 15: Digital marketing future

Where mobile is going

Closed or open?

Apple and Google on the acquisition trail – AdMob, Quatrtro Wireless

Smaller number of players – infancy or future?

Page 16: Digital marketing future

SO WHERE IS OUR OPPORTUNITY?

Page 17: Digital marketing future

Digital Marketing

Online source PC Mobile

Free Content Big Growing

Location Limited

Immediacy Limited

Always with you

Screen size potential

Payment MNO

Credit card Emerging

Personal privacy

Bandwidth

Analytics

SEO

Mobile / Online

Page 18: Digital marketing future

Digital Marketing

Opportunity

Connect all of these in one service?

There are many different affiliate programs and content

networks

There are many different SEO companies

Mobile web services are in their infancy

Page 19: Digital marketing future

Digital Marketing

Product Advertiser Publisher Sale

Value chain

OS Developer and

manufacturers

Industry trends

New technology

Networks

Page 20: Digital marketing future

Advertiser

Cost Effective

ROI

Where to go?

CPM > CPC > CPA....

LTV?

Page 21: Digital marketing future

Publisher

Affiliate networks

PPC, Social Media,

SEO, Content

Networks

Where to go?

ROI

Living Social

Page 22: Digital marketing future

Digital Marketing

Online Channels Us Publisher Visitor /

Buyer $$$

Value chain

Mobile

SEO

Fragmented

market

Optimisation

Page 23: Digital marketing future

Digital Marketing

Buying Process

TransactionsDirect Response

Page 24: Digital marketing future

Affiliate process

20,000600£105,600£5,2803%015

Clicks: 20,000Sales: 600Transaction Value:£105,600Commission: £5,280Conversion rate: 3%

Page 25: Digital marketing future

BARRIERS

Page 26: Digital marketing future

SEO

Page 27: Digital marketing future

Digital Marketing

1. Search Engine Tools

2. Bid Management Technology

1. Advertisers with 100K+ budget use third party tool.

(+33% use Dart Manager )

2. Search Centre (Omniture)

3. Coremetrics

4. DCStorm

Competitors in Tools

Page 28: Digital marketing future

Digital Marketing

One Platform One Solution

Page 29: Digital marketing future

Digital Marketing

Performance based model

Social engagement not selling

Mobile web mainstream!

Higher levels of expectation and sophistication

Where the market IS going

Page 30: Digital marketing future

THANK YOU