digital marketing future
DESCRIPTION
The future of digital marketing to include mobile affiliate advertisingTRANSCRIPT
Digital Marketing
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)
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
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
Digital Marketing
Affiliates
Content Networks
Online advertising
Affiliate Networks
Advertisers
Search engines
Independent affiliate networks
Social networks
Publishers
FUTURE ONLINE
Digital Marketing
...according to Gareth
Social MediaBehavioural Targeting
CPA Adfunded content
Mobile growthlocation based marketing
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.
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
Digital Marketing
Social Media
Visibility of service good and bad
...according to Smarta
A presentation from Smarta at Adtech London 2010
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
Digital Marketing
Increased appetite for SEO, PPC and social media.
The social media exponential growth
...according to UK SEM Benchmark Report 2010
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)
Where mobile is going
Closed or open?
Apple and Google on the acquisition trail – AdMob, Quatrtro Wireless
Smaller number of players – infancy or future?
SO WHERE IS OUR OPPORTUNITY?
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
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
Digital Marketing
Product Advertiser Publisher Sale
Value chain
OS Developer and
manufacturers
Industry trends
New technology
Networks
Advertiser
Cost Effective
ROI
Where to go?
CPM > CPC > CPA....
LTV?
Publisher
Affiliate networks
PPC, Social Media,
SEO, Content
Networks
Where to go?
ROI
Living Social
Digital Marketing
Online Channels Us Publisher Visitor /
Buyer $$$
Value chain
Mobile
SEO
Fragmented
market
Optimisation
Digital Marketing
Buying Process
TransactionsDirect Response
Affiliate process
20,000600£105,600£5,2803%015
Clicks: 20,000Sales: 600Transaction Value:£105,600Commission: £5,280Conversion rate: 3%
BARRIERS
SEO
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
Digital Marketing
One Platform One Solution
Digital Marketing
Performance based model
Social engagement not selling
Mobile web mainstream!
Higher levels of expectation and sophistication
Where the market IS going
THANK YOU