Robert Philips, Digital strategist, Marsteller Interactive presentation from "Thriving and Surviving in Uncertain Times: Digital Marketing Techniques for Non-Profits" in Dallas, TX
1. Future Trends in Digital Marketing Robert Philips, Digital Strategist Burson-Marsteller
2. Who is in control? “ The power is with the consumer. Consumers are beginning, in a very real sense, to own our brands and participate in their creation. We need to begin to learn to let it go…” - A.G. Lafley, CEO, P&G Company
3. Dawn of the Dialog Age Eras of Communication Merchant to Customer (pre-1930’s) Mass Marketing (1930-present) Dialog Age (present-?) Depth: Deep Breadth: Narrow Depth: Shallow Breadth: Broad Depth: Deep Breadth: Broad We Are Here Scott Anderson Hewlett-Packard
4. Way Back Yesterday Now Media Individual Radio TV Newspapers Media Individual TV Remote Internet E-mail Media Individual Search Engines Blogs TIVO Social Networks
5. 21 st Century Economy = The exponential power of Internet influencers : = 20 th Century Economy
6. Forrester Research and Intelliseek 0 20 40 60 80 100 Text ads on mobile phones Online banner ads Product Placements Ads before movies Search engine ads Brand sponsorships Radio TV Magazine Newspaper Consumer opinions posted online Email I signed up for Brand Web sites Recommendations from consumers Trust Somewhat Trust “completely”