Digital Marketing Trends 2012
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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).
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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
- 5. Social Lives at the Top of the Funnel Source: SEOMoz.org
- 6. Conversion Rate ! Optimization ! is a ! Critical ! Practice Source: SEOMoz.org
- 7. 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
- 8. 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
- 9. Source: Sidneyeve Matrix, Sidneyevematrix.com
- 10. 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
- 11. 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
- 12. Help me belong… Help me be significant… Source: h5p://mobileyouth.org
- 13. Home, Hangout, Hideout Study the market where they are. Source: h5p://mobileyouth.org
- 14. 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)
- 15. 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
- 16. Disrup-ve Diva • Social tools (product, story, usage behaviors) to reclaim: – Social space – Social arrival Source: h5p://mobileyouth.org
- 17. Brand vs. fan ambassador • No more big ideas. • Ideas from ground-‐ up. Yahoo Purple Hunt 2009
- 18. Lose users • Isola-on • Risk • Loss of control • Youth wants many-‐to-‐many rather than one-‐on-‐one. Source: h5p://mobileyouth.org
- 19. Cashless Innovators • Niche groups with a knowledge barrier to entry. – SMS – Facebook – MP3 Source: h5p://mobileyouth.org
- 20. Co-‐Crea-on • Youth as partners rather than des-na-on. Source: h5p://mobileyouth.org
- 21. We buy with emo-on and jus-fy with logic Source: h5p://mobileyouth.org
- 22. Know the mobile user
- 24. 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.
- 25. We need more e-‐commerce start-‐ups.. DigitalFilipino Startup 100 Project! h5p://digitalfilipinoclub.com
- 26. For the growth of e-‐commerce in the Philippines! h5p://slideshare.net/jane5etoral h5p://twi5er.com/digitalfilipino