Pärnu Turunduskonverents 2009 Craig Hanna Econsultancy

1. 13.05.2009
Selling e-marketing to the
board
7th May 2009
Trainer/s: Craig Hanna
About Econsultancy
 Community of 85,000+ digital folk
 50%+ non UK
 500,000 pages + content
– Best practice guides, template files, buyers guides, round
table notes etc
 Training and qualifications
 Offices in London and New York +?
 Training Director
– Online since 1992
– Used to run a top 30 UK digital agency
Special conference offer
50% of our membership rates for this month
Individual membership just 100 Euro for 12
months
E-mail me directly.
Craig.hanna@econsultancy.com
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2. 13.05.2009
Digital - an extensive mix!
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The fog of digital marketing
“As we know, there are known knowns. There are things we know
we know.
We also know there are known unknowns. That is to say we know
there are some things we do not know.
But there are also unknown unknowns, the ones we don’t know we
don’t know.”
Donald Rumsfeld,
former Secretary of Defence, USA
Digital is much more than just a
marketing channel
It’s a new way of thinking
It provides the potential to communicate in a
completely different way
It offers the potential for new business models
and added value services
It will drive growth and innovation for most
companies over the next decade
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3. 13.05.2009
Consumers are certainly embracing it
ESTONIA
–854,600 Internet users as of Dec/08, 65.4%
penetration, per ITU.
–277,800 Internet broadband connections as of
Nov/08
POLAND
–20,020,362 Internet users as of Nov/08, 52.0%
penetration
–3,427,600 Internet broadband connections as of
Nov/08
LATVIA
–1,324,800 Internet users as of Mar./08, 59.0%
penetration
–248,711 Internet broadband connections as of
March/07
Your competitors and future
competitors are embracing it
New business models are emerging
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4. 13.05.2009
http://www.go2web20.net/
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A new customer is emerging that
wants different things
OLD NEW
Interruption Engagement
Targeting Permission
Broadcast Customisation
Passive Interactive
Push Pull
We need to treat them differently
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5. 13.05.2009
Out with consumer 1.0
“Strapped to a
chair, fed content,
craps cash.”
Christopher J. Alden CEO Rojo
In with consumer 2.0
User
Customer Salesman
Audience Connector
Participant
Am I the only one to think so?
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6. 13.05.2009
“[As a CMO], you’re not going to
get shot or fired if you invest a little
more money in the digital area.”
--Sir Martin Sorrell
How do we get the board (and the
reset of the company) onboard
Digital is a business change issue
Evolve or die
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7. 13.05.2009
Digital is a strategic issue not an
opinion
Educate
Innovate
Challenge
Test
Organise demonstrations
Organise training
Create a learning resource
–centralised RSS feeds
Monthly briefings
Educate
Innovate
Challenge
Test
Good ideas always shine through
Think differently
–Where is the value in your business
–Don’t just do what you do offline – online
–Keywords to consider
•community, tracking, sharing, data, metadata,
archive, services, money
Persistently put well thought out and researched ideas
forward
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8. 13.05.2009
Educate
Innovate
Challenge
Test
People default to their comfort zone
Create working groups
Mobilize the digital champions
Educate
Innovate
Challenge
Test
Digital is the art of losing money slowly
Then making it quickly
“Iterate. the first step if
“Trying is it.” build it, and
“If something works,
it doesn’t, kill
Don’t pontificate.”
--Paul Maidment, Forbes.com
towards failure.”
--Rishad Tobaccowala, Denuo
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9. 13.05.2009
Thank you for your time
Twitter: cragster
E-mail: craig.hanna@e-consultancy.com
Web: http://econsultancy.com
Find business cases for most major channels on our website
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