O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Digital Marketing Trends 2012

7.810 visualizações

Publicada em

A presentation made by Janette Toral at the "Business Review: Highlights and Foresights" event last January 31, 2012 at AIM Acceed Conference Center. The event was organized by the Asian Centre for Enterprise Development (http://ascendph.com).

Publicada em: Negócios, Tecnologia
  • Entre para ver os comentários

Digital Marketing Trends 2012

  1. Digital  Marke-ng  Trends  2012 Jane5e  Toral   h5p://digitalfilipinoclub.com   h5p://searchprofileindex.com   1  
  2. Digital  Society  •  Digital  Na-ves  –  Gen  Y  –  Millenials  1977  –   1994  •  GenX  –  1965  –  1976  (34  –  44  largest   demographic)  •  Boomers  –  1946  –  1964  (aged  47  to  65)  •  Tech-­‐savvy  seniors  Silver  Surfers  •  Genera-on  Z  (kids  today)  
  3. Despite  this  stability,  overall  engagement  is  on  the  rise.  Social  networking  now  dominates…   Select  Monthly  Online  Ac/vi/es  (%)     2009   2010   2011   Visi-ng  Social  Networking  sites     51*   53   82   Search       58   76   80   Instant  messaging     63   68   69   Internet  Portal     54   73   67   Visi-ng  public  chat  rooms   54   67   65   Email     63   65   64   Played  games  online     53   45   54   Listen  to  songs  in  music  websites   -­‐   -­‐   45   Downloaded  or  uploaded  music  files  online     25   37   37   Shared/posted  something  online  that  you  created   15   24   36   Realign  resources  to  adopt  social  media!   Ac-vi-es  showing  significant  increase  at  95%  confidence  levels  between  2009  and  2011   *  Note.  The  2009  figure  for  social  networking  includes  community  groups  /forums   Base:  Past  month  Internet  users  aged  10+  across  Na-onal  Urban  Philippines   Source:  Yahoo!-­‐Nielsen  Net  Index  2010,  2011  
  4. Social Lives at the Top of the Funnel   Source:  SEOMoz.org  
  5. Conversion Rate !Optimization !is a !Critical !Practice   Source:  SEOMoz.org  
  6. How  Will  You  Get  Visitors  Into  Your  Funnel?   Branding/Awareness Free Trial Retargeting Email Social OAuth Mailing Address Phone Number R  Mul-ple  paths  can  work,  so  long  as  you  segment  them  when  tracking  Conversion  Rate  +  Customer  Life-me  Value   Source:  SEOMoz.org  
  7. Every One of These Marketing Tactics   News/Media/PR   SEO   Email   Blogs  +  Blogging   Research/White  Papers   Infographics   Comment  Marke-ng   Social  Networks   Online  Video   INBOUND  MARKETING!   R   Local  Portals   Forums   (AKA  all  the  “free”  traffic  sources)   Webinars  Social  Bookmarking   Word  of  Mouth   Direct/Referring  Links   Podcas-ng   Type-­‐In  Traffic   Q+A  Sites   Helps Every Other One   Source:  SEOMoz.org  
  8. Source:  Sidneyeve  Matrix,    Sidneyevematrix.com  
  9. Social  Media  ROI  •  ROI=[gain  from  investment  –  cost  of   investment]/cost  of  investment   –  Business  metric,  not  media  metric.   Non-­‐financial   financial   investment   ac-on   reac-on   impact   impact   Very  important  but  not  where  ROI  is   Source:  Stefanos  Karagos,  Xplain.co  
  10. The  backdrop  to  e-­‐commerce  in  Philippines   Tradi/onal   Presence  of   High  reliance  on   IT  and  Banking   counterfeits  and   inter-­‐personal   infrastructure   trade  legacy   knock-­‐offs   rela/onships   “evolving”   Lack  of   ‘accredita-on  and   Buyers  need   Buyers  feel   Low  levels  of   guarantees…by   to  ensure   the  comfort,   confidence/ default  modern   trade  actually   quality  by   dealing  with   trust  in   encourages   physical   known   transac-ng   des-na-on   inspec-on   vendors   online   shopping   There  is  an  inherent   reluctance  to  “trade”   through  the  Internet  Source:  Yahoo!-­‐Nielsen  Net  Index  2011  
  11. Help  me  belong…  Help  me  be  significant…   Source:  h5p://mobileyouth.org  
  12. Home,  Hangout,  Hideout  Study  the  market  where  they  are.   Source:  h5p://mobileyouth.org  
  13. Social  influencers  •  People  who  have  influence  on  their  peers   heavily  influenced  by  the  quality  and  volume   of  content  they  share  online  to  their  peers.   –  Referent  influencers     –  Expert  influencers     –  Posi-onal  influencers  (peers)   Source:  Social  Media  Marke-ng  for  Dummies   (Shiv  Singh)  
  14. New  Genera-on  Influencers  •  Teenage  hackers  •  Cashless  innovators  •  Disrup-ve  Diva  10%  influences  the  90%  •  Needs  to  belong  •  Needs  to  be  significant  •  Is  your  community  or  brand  a  Home,  Hangout,   Hideout?   Source:  MobileYouth.org  
  15. Disrup-ve  Diva  •  Social  tools  (product,  story,  usage  behaviors)   to  reclaim:   –  Social  space   –  Social  arrival   Source:  h5p://mobileyouth.org  
  16. Brand  vs.  fan  ambassador  •  No  more  big  ideas.  •  Ideas  from  ground-­‐ up.   Yahoo  Purple  Hunt  2009  
  17. Lose  users  •  Isola-on  •  Risk  •  Loss  of  control  •  Youth  wants  many-­‐to-­‐many   rather  than  one-­‐on-­‐one.   Source:  h5p://mobileyouth.org  
  18. Cashless  Innovators  •  Niche  groups  with  a  knowledge   barrier  to  entry.   –  SMS   –  Facebook   –  MP3   Source:  h5p://mobileyouth.org  
  19. Co-­‐Crea-on  •  Youth  as  partners  rather  than  des-na-on.   Source:  h5p://mobileyouth.org  
  20. We  buy  with   emo-on  and   jus-fy  with   logic  Source:  h5p://mobileyouth.org  
  21. Know  the  mobile  user  
  22. Behavior  vs.  demographics  
  23. TV   PRINT   POS   CRM   digital   digital   digital   digital   social   social   social   social   game   game   game   game   mobile   mobile   mobile   mobile   Be  everywhere!  Changes  the  rules  of  engagement.  
  24. We  need  more     e-­‐commerce  start-­‐ups..    DigitalFilipino  Startup  100  Project!   h5p://digitalfilipinoclub.com  
  25. For  the  growth  of  e-­‐commerce  in   the  Philippines!  h5p://slideshare.net/jane5etoral  h5p://twi5er.com/digitalfilipino