Vpk Digital Marketing042009

Ulkoisten verkkopalvelujen kehittäminen Antti Leino Interactive producer / advisor 27 April 2009

Digitaalisuuden trendejä Verkkopalvelun rooli markkinointiviestinnässä Digitaalisen markkinoijan mahdollisuuksia: sosiaaliset mediat, podcasting, blogit....

Trend in Digital Communication

Key technology trends ,[object Object],[object Object]

Digitaalisuudessa ei ole kyse teknologiasta vaan siitä miten teknologian suomat mahdollisuudet muokkaavat käyttäytymistapojamme kuluttaa viestejä, jaella viestejä ja luoda omia viestejä. " "

Web 1.0 vs Web 2.0 vs … 2.0 1.0 Source: http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html DoubleClick, bannerit  Google AdSense, semanttinen mainonta Kodak Ofoto  Flickr Akamai  BitTorrent mp3.com  Napster Britannica Online  Wikipedia Omat kotisivut  Blogit –verkkopäiväkirjat URL-varailu  Hakukoneoptimointi Sivunäytöt (CPM)  Osuman hinta (CPC, cost per click) Julkaiseminen  Osallistuminen Sisällönhallinta-järjestelmät  Wikit Hakemistot (Taksonomia)  Tagit ("folksonomia") Kiinteät sisällöt  Sisällön syndikointi

[object Object],[object Object],[object Object],[object Object],[object Object]

Digitaalisuuden uudet mahdollisuudet

“ Play” vs. “Search” SEARCH INFORMATION PLAY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Both functionalities are needed for a successful online service. Focus of the digital efforts define the more dominant dimension.

Objectives: activating and engaging consumers

Objectives: Informing consumers

Objectives: informing, activating, engaging consumers

Bought media Earned media Own media

Key questions for marketers ,[object Object],[object Object],[object Object]

All marketing efforts are are tied together with a web site WWW See ad (Tv,print, radio,..) E-mail Campaign (mini site) Event Competition ym... Brochure Order e-mail Join the site Order brochure Invitation Sign-in for event

Some digital opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Digital communication objectives Example: e-mail newsletter ,[object Object],[object Object],[object Object],[object Object],[object Object],“ 5s”

What is ”social media”? ,[object Object],[object Object],[object Object]

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Consumers are creating their own media 21% suomalaisista Facebookissa aktiivisia (1,1M)

User-generated content will be next big challenge

User-generated content creates stickyness and loyalty

User-generated content is often authentic and “real”...

User-generated content / sharing

Virtual communities will be “just communities”

Yhteisön luomisen muistisääntöjä ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Some examples ,[object Object],[object Object],[object Object],[object Object],[object Object]

Wiki : yhteinen muisti ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Background thoughts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Benefits of wiki ,[object Object],[object Object],[object Object],[object Object],[object Object]

Yritysbloggaus ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Informaation jakelu : podcasting ,[object Object],[object Object],[object Object]

Informaation jakelu : RSS syöte ,[object Object],[object Object],[object Object]

Widgets: ole läsnä ,[object Object],[object Object],[object Object],[object Object],[object Object]

Consumer Driven Innovation ,[object Object]

P&G: Tremor innovation panels Tremor is a marketing service - powered by The Procter & Gamble Company - that develops word-of-mouth marketing programs. http://www.tremor.com/

Mercedes: integrate content from enthusiasts

Tripadvisor: Ratings by clients http://www.tripadvisor.com/

Ducati: Clients participate in product development SportClassic - More than 12.000 answers

Thank you! Antti Leino [email_address] www.lowreality.com www.linkedin.com/in/anttileino Two favorite promotional sites http://www.vitaminwater.com/ http://www.comeclean.com

Vpk Digital Marketing042009

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