Download - Digital Marketing Trends 2009
-
8/9/2019 Digital Marketing Trends 2009
1/18
The Digital Age
Marketing Trends in 2009
Mat Harris
3/20/2009
-
8/9/2019 Digital Marketing Trends 2009
2/18
Marketing in the Digital Age
BIGGEST TRENDS IN 2009:
Widespread availability of digital tools
Economic turmoil
What can we expect for marketing
& advertising in 2009/2010?
Slimmer budgets Demand for innovation
Intense demand for measureable ROI
8/3/2010 2Good Goliath, LLC
-
8/9/2019 Digital Marketing Trends 2009
3/18
Marketing in the Digital Age
Books I am (re)reading right now:
The Millennium Matrix, Rex Miller
What Would Google Do?, Jeff Jarvis
Wikinomics, Tapscott/Williams
Leading the Revolution, Gary Hamel
The 1:1 Future, Peppers/Rogers
The Future of Advertising, Joe Cappo
8/3/2010 3Good Goliath, LLC
-
8/9/2019 Digital Marketing Trends 2009
4/18
Marketing in the Digital Age
Whats happening now?
Communication paradigms:
Oral
Print 1450
Broadcast 1902
Digital 1998
8/3/2010 4Good Goliath, LLC
-
8/9/2019 Digital Marketing Trends 2009
5/18
Marketing in the Digital Age
Communication paradigms shape how we
think, and define our economy.
Why is it so difficult to make the transition?
What are we holding onto?
8/3/2010 5Good Goliath, LLC
-
8/9/2019 Digital Marketing Trends 2009
6/18
Marketing in the Digital Age
8/3/2010 6Good Goliath, LLC
Oral
Broadcast
Print
Digital
-
8/9/2019 Digital Marketing Trends 2009
7/18
Marketing in the Digital Age
THE DIGITAL AGE
What tools are emerging?
Search Web 2.0 user-created content,
feedback loops, blogs, social networks
Mass-collaboration engines
Mass-customization Customer relationship management
(CRM)
8/3/2010 7Good Goliath, LLC
-
8/9/2019 Digital Marketing Trends 2009
8/18
Marketing in the Digital Age
What does this mean for:
Brochures & catalogs?
TV & radio advertising?
Banner ads?
E-newsletters?
8/3/2010 8Good Goliath, LLC
-
8/9/2019 Digital Marketing Trends 2009
9/18
Marketing in the Digital Age
THE DIGITAL AGE
New tools = new strategies +
tactics Search
Web 2.0 user-created content,
feedback loops, blogs, socialnetworks
Customer relationship management
(CRM)
8/3/2010 9Good Goliath, LLC
-
8/9/2019 Digital Marketing Trends 2009
10/18
Marketing in the Digital Age
THE DIGITAL AGE
What becomes possible?
What becomes unnecessary?
What trends are emerging?
8/3/2010 10Good Goliath, LLC
-
8/9/2019 Digital Marketing Trends 2009
11/18
Marketing in the Digital Age
THE DIGITAL AGE - trends
Share of customer, not share of
market Smaller markets, higher saturation
Platforms for open development
Frictionless economy Good-bye to middlemen, agencies
Disruptive innovation as a way of life
8/3/2010 11Good Goliath, LLC
-
8/9/2019 Digital Marketing Trends 2009
12/18
Marketing in the Digital Age
THE DIGITAL AGE is the age of
search
Customers, partners, employers findyou on:
Google, LinkedIn, Facebook, MySpace
Social networks put you in control of
your online identity
8/3/2010 12Good Goliath, LLC
-
8/9/2019 Digital Marketing Trends 2009
13/18
Marketing in the Digital Age
THE DIGITAL AGE is the age of
partnership and collaboration
Good customers are the advertisers Bad customers are partners in quality
control
Transparency and collaboration make
the digital age a very public place
Wikipedia, Jigsaw, Yelp!
8/3/2010 13Good Goliath, LLC
-
8/9/2019 Digital Marketing Trends 2009
14/18
8/3/2010 Good Goliath, LLC 14
-
8/9/2019 Digital Marketing Trends 2009
15/18
Marketing in the Digital Age
THE DIGITAL AGE is the age of
disruptive innovation as a way of
life Platforms for development:
I-phone apps
Facebook apps
Google apps
Salesforce.com apps (computing cloud)
8/3/2010 15Good Goliath, LLC
-
8/9/2019 Digital Marketing Trends 2009
16/18
Marketing in the Digital Age
THE DIGITAL AGE is the age of
intense customer focus
Waning terminology: Market share/market segmentation
Target audience, ratings, demographics
Digital thinking:
Share of customer/share of wallet
Personal, customized, 1:1
8/3/2010 16Good Goliath, LLC
-
8/9/2019 Digital Marketing Trends 2009
17/18
Marketing in the Digital Age
THE DIGITAL AGE is the age of
intense customer focus
Focus on meeting customerneedsas many of them as are
feasible
ABC Pest & Lawn
Dell
Google
Marketing & Sales are ONE
8/3/2010 17Good Goliath, LLC
-
8/9/2019 Digital Marketing Trends 2009
18/18
Marketing in the Digital Age
What Good Goliath is doing:
Returning our focus to the original
vision Leveraging our core strengths in new
ways
Collaborating with customers
Innovating web platforms for vertical
growth
8/3/2010 18Good Goliath, LLC