3. 40%
30%
$50b
20%
more to
come
10%
0%
Print Radio TV Internet
Time Money
KPCB’s Mary Meeker. Time from NA Technographics, spend Yahoo!
4. 100 Reach
TargeAng
Engagement
75 Viral
TransacAon
Relative Efficacy
50
25
0
Internet TV Print Radio Outdoor
KPCB’s Mary Meeker from Chetan Sharma January 2011
Zillion channels, all important\nAnd they interact, which is terrible\neach channel has it’s own ecosystem, it’s own behaviors\ncrazy complexity\n
Zillion channels, all important\nAnd they interact, which is terrible\neach channel has it’s own ecosystem, it’s own behaviors\ncrazy complexity\n
Zillion channels, all important\nAnd they interact, which is terrible\neach channel has it’s own ecosystem, it’s own behaviors\ncrazy complexity\n
Zillion channels, all important\nAnd they interact, which is terrible\neach channel has it’s own ecosystem, it’s own behaviors\ncrazy complexity\n
Zillion channels, all important\nAnd they interact, which is terrible\neach channel has it’s own ecosystem, it’s own behaviors\ncrazy complexity\n
Zillion channels, all important\nAnd they interact, which is terrible\neach channel has it’s own ecosystem, it’s own behaviors\ncrazy complexity\n
PPC ecosystem (Alex Cohens’)\n
Display is much much worse (Terry Kawaja’s) \n- example of channel shifting to quant\n
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\n
\n
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don’t have to talk about the first one, that should just make lots of people in this room happy\nproblem is that you have to deal with #2 and 3 to be successful\n
Relationship managers become business managers\n Performance orientation\n Strong across all disciplines\n Channel expertise\n Integrate channels and disciplines\n Matrixed CAT Teams = Creative/Analytical/Technology with channel expertise\n Shared cross-channel accountabilty\n
data = complexity (need attribution, basics like statistical significance)\nintelligence = what to do. solves people problem\n
