cama digital media event 11-16-2011
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The Digital Media Roadmap: Are You Off-Roading
NOVEMBER 16, 2011
Twitter: #digitalroad
Co-Sponsored by:
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January 18, 2011Brand Butler: The New Rules of Servicing Customers
March 22, 2012Innovation Idols: Stories of Marketing Geniuses
May 16, 2012The F-Factor: Friends, Fans & Followers
Visit www.chicagoama.org/currentevents.html for more information and registration
Save the Date for Chicago AMAUpcoming Events:
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Thank you to our Chapter Wide Sponsors
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Program Overview:
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Larry Kramer, AuthorC-Scape: Conquer the Forces of Changing Business Today
Deborah PowsnerHead of Research & Marketing, B2B,Government &Local Markets
Casey WintersDirector, Online & Interactive Marketing
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The Digital Media Roadmap
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The Four “C’s”
ConsumerContentCurationConvergence
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The Consumer is in Control• In control of when,
where and how they consume.
• Have many more options to evaluate products
• More choices to buy products: – Goods: Stores, Box
Stores, Digital Stores, Digital “Aggregators” like Amazon and Gilt
– Content: TV, Radio, Tablet, Phone, Computer, etc.
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The Viewer Gradually Takes Control: It all started with The Remote
• 1956: the TV remote controller first entered American home. The first TV remote control called "Lazy Bones," was developed in 1950 by Zenith Electronics Corporation
• 1972: Pay TV was created with the launching of Home Box Office over the Wilkes-Barre, PA cable system
• 1976: Sony introduces BetaMax/ VHS follows shortly thereafter• 1979/1980: ESPN and CNN are launched, dawn of the modern cable era• 1983: Direct Broadcast Satellite launched• 1997: DVD format introduced in US• 1997: WebTV enters the Market• 2000: Tivo first put into production by Phillips• 2005: Slingbox created by 2 SF Giants fans sick of missing games on the road • 2005: YouTube created• 2005: Apple introduces TV Shows on ITunes.• 2005: Networks put shows on Internet• 2007: FIOS created, Cell phone networks carry video• 2007: Hulu created• 2008: NetFlix begins digital delivery of TV shows and Movies.• 2010: IPad introduced• 2011: Cable MSO’s allows customers to also get their shows on IPads and Net.
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The Purchase Funnel Cracks
Old: Buying a TV
– See an ad, “simple awareness”
– more meaningful familiarity with a brand – details of new technologies
– consideration of how they might fulfill your desires
– Go to the store
New: Buying a TV
– See an ad – Click on ad for more information– Check out Bloggers for intel on
the product and the technology– Check out Consumer Reviews to
see how the claims pan out– Check out side issues of
interest, like environmental impact or company policies
– Check out Comparative Shopping Sites
– Online vs. Store
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Content is King
• Distribution systems being usurped by digital platforms
• Everything is Content• The best content will
win out in the end• Refine content based on
changing Consumer Habits
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Content trumps Distribution
The Old Days• Few Producers• Monopoly Distributors
– TV Networks (licensed)– Cable Systems (licensed)– Satellite Systems (High
Cost of Entry– DVD
• Controlled Distribution– Time and Day– Windows
The New Days• Massive Growth in
Production• Multiple Delivery Options
(No More Monopolies)– Broadcast -- Telephony– Cable -- WiFi– Satellite -- Internet– US Mail -- DVD
• Confused Distribution Patterns
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The Growing Need for Curation
• Information explosion is overwhelming
• Creating and trying to manage information overload
• New media mix unique quality content with curation of outside content
• Companies CAN be curators for their customers because of their expertise
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Information Overload
• 1989: Saul Bellow complains that if you read the entire Sunday NY Times you would “constipate your intelligence for a long time to come”
• Now you can make a single search on Google return, in 2 or 3 seconds, more “results” than the entire Sunday NY Times
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Convergence Redefines Content and Organizations
• The New Storytelling: Words, Pictures, Video, Audio, Interactivity converge on one platform
• Marketing, PR, Sales converge within companies and agencies• Selling Movie Tickets Converges with Publishing Movie
Reviews, selling electronics • Selling electronics converges with writing about technological
trends. • Markets converge: TV Viewers also on IPads or Mobile
Phones.
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One quarter of Internet Users Access the Internet Through Their Television Sets: One Third of Those Who Don’t Are Very Interested in Doing So Set; One Third of Those Who
Don’t Are Very Interested In Doing So
Base: Total sample, N=2482. Q84.1 Do you ever access the Internet through your TV set? This could include browsing the Internet, watching YouTube or Hulu, visiting Facebook or using services like Flickr directly on your TV set.Base: Those who don’t access the Internet through TV set or not sure, N=2090. Q 84.1.1 How interested would you be in accessing the Internet through your TV set?
Do you ever access the Internet through your TV set? If not, how interested would you be in doing so?
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Consumers Access the Internet Through Their TV Set Primarily Through Connected Consoles – Especially Young Males
Base: Those who access the Internet through their TV set, N=392. Q84.2 How do you access the Internet through your TV set?
Access Via PlayStation 3*
How to read chart: “30% of males 8-17 who access the Internet on their TV set do so via PS3.”*small sampleConsole Ownership in US:
• Wii: 62% of HH• Xbox 360: 48% of HH• PlayStation 3: 42% of HH
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Convergence Impacts Everything• Advertising converges with PR and Marketing:
• 2005: 38% of company marketing budgets spent on advertising• By 2015 that number will be cut in half – Veronis Suhler
• Marketing converges with Entertainment and Consumers converge with Producers.
• Coca Cola sends 3 kids around the world – one year, 275,000 miles -- to every country (186 in all) where Coke is Sold – Expedition 206. Asked people what made them Happy. Posted 400 Videos on YouTube, also Twitter, Facebook, etc.
• Chevy Sonic scavenger hunt – 600 people in Rochester used clues on mobile phones in a 2-hour hunt. Winners – two RIT students -- got a Sonic!
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Case Study: The Newsroom of The Future
• Built around it’s target audience, NOT a medium. Business, not newspapers; Sports, not TV.
• Control delivery of content to all possible outlets
• Have multiple revenue models to best monetize “Business Class” and “Coach”
• Curate outside sources of valuable content• Build Digital Storytelling tools and team.
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Why Advertisers and Content Companies Need To Work Together
• No Fear: Advertising and Content can and should appeal to same audience. Both are content. Both changing how they tell stories.
• Does NOT have to cross editorial lines. But they can relate to audiences in the same way: Both need to SERVE the reader
• Targeting in every way possible. (Ads in the IPad edition reflecting stores within 500 feet; Bars with Happy Hours with 5 miles; Sales in stores in the mall you are in)
• Competitors are doing it: Fandango, MenuPages etc
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Why Every Company Will Become a Media Company
• Every company has a story to tell• Every company has multiple constituencies
and wants to reach them directly:• Every company has a changing customer base
that is changing habits; They must stay close to those changes.
• Every company needs to listen to its customers in real time
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Google Confidential and Proprietary
Deborah PowsnerHead of Research & MarketingB2B, Govt. & Local MarketsNovember 16, 2011
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Google Confidential and ProprietaryGoogle Confidential and Proprietary
The Myth of the Four Minute Mile
Google Confidential and Proprietary 25
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Google Confidential and Proprietary
The Traditional Mental Model of Marketing
Stimulus
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Second Moment of Truth
First Moment of Truth
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Google Confidential and ProprietaryGoogle Confidential and Proprietary
The New Path to Purchase
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78% of US Internet users go online to search for information about products and services.
Sources: “Online Product Research,” Pew Research Center, September 2010
32% have posted productreviews or comments online.
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Google Confidential and ProprietaryGoogle Confidential and ProprietarySource: Google User Behavior Study 2010, Google Internal Data 2010 Google Confidential and Proprietary
Mobile is NOW and will only grow in importance
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74% purchased due to using their smartphone while shopping
79% of users use smartphones to help shop
Up to 20% of our searches on Black Fridaywere from mobile
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Google Confidential and Proprietary
New Behavior Drives a Surge in Search VolumeIncrease in Search Volume Since 1/09
29Source: Google Internal Data, 2011.
Travel+109%
Real Estate+95%
Finance+104%
Auto+115%
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Google Confidential and Proprietary
The New “Four Moments” Mental Model
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First Moment of
Truth
Second Moment of
Truth
Stimulus
Which becomes the next person’s ZMOT
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Google Confidential and Proprietary
Across All Categories, Shoppers Are Using Stimulus, ZMOT and FMOT EquallyAll three moments critical to the shopping process.
31Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?Base: N=5,003
Stimulus
76%
ZMOT
84%
FMOT
77%
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Google Confidential and Proprietary
How to Win at ZMOT:
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1 Put someone in charge
2 Find your Zero Moments
3 Answer the questions people are asking
4 Optimize for ZMOT
5 Be fast
6 Don't forget video
7 Jump in!
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Google Confidential and ProprietaryGoogle Confidential and Proprietary
Put Someone in Charge1
Google Confidential and Proprietary 33
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Google Confidential and ProprietaryGoogle Confidential and Proprietary
Find Your Zero Moments
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2
[Your Brand] Search
[Your Brand] Review Search
Best [Your Category] Search
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Google Confidential and ProprietaryGoogle Confidential and Proprietary
Answer the Questions People are Asking
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3
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Google Confidential and ProprietaryGoogle Confidential and Proprietary
Optimize for ZMOT
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…only 21%of our top advertisers have a mobile-optimized website
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91MMobile Internet
users in the U.S…
Source: eMarketer 2011; Google Internal Data
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Google Confidential and ProprietaryGoogle Confidential and Proprietary 37
Optimizefor ZMOT4
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Google Confidential and ProprietaryGoogle Confidential and Proprietary 38
Be Fast5
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Google Confidential and ProprietaryGoogle Confidential and Proprietary
Don't Forget Video
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Google Confidential and ProprietaryGoogle Confidential and Proprietary
Jump in!7
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Google Confidential and ProprietaryGoogle Confidential and Proprietary
www.ZeroMomentOfTruth.com
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Google Confidential and ProprietaryGoogle Confidential and Proprietary 42
Deborah PowsnerHead of Research & MarketingB2B, Govt. & Local Markets
Google Confidential and Proprietary
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Being in the Moment with Digital Media
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Who am I?
• Online & Interactive Marketing Director at GrubHub
• Previously worked at Apartments.com and Homefinder.com
• Email: [email protected]
• Twitter: @onecaseman
• Blog: caseyaccidental.com
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What is GrubHub?
• Show restaurants near you that you can order delivery and pickup from
• Order online from your phone or computer
• Founded in 2004
• Five rounds of venture capital funding
• Show menus for over 20,000 restaurants in 20+ cities
• On pace to drive over $200 million in revenue to local restaurants in 2011
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GrubHub is a Zero Moment of Truth
• People use GrubHub to figure out which restaurant to order from tonight
• Very important for us to learn what information helps them make that decision
• So we talk to our diners a lot• Phone interviews• Follow-up emails after an order• Surveys
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What we changed
• Emailed every diner after an order for a review and rating and post them to the site even if negative
• Added Yelp ratings because our diners trusted them and were already using them to help decide where to order
• Fired some of our restaurant partners if our diners said they were not providing good service
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Timing, Don’t Forget the Timing
• Email marketing
• Search engine marketing
• Retargeting
• Transit advertising
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Build and interact with where your customers are, not where you want them to be
• Mobile
• 24/7 Customer Service
• Please Reply
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Takeaways
• Do some research with your customers to understand where the moments of truth are for your product. They will be in different spots for different products and at different times.
• Think about how to improve your timing, access and responsiveness in these moments to maximize the likelihood of a purchase. Don’t be a afraid to fail initially.
• Take control of and respond to every customer touch point you can. Email, Twitter, whatever the case may be. Monitor those channels for customer feedback and reply if at all relevant in a timely manner. These are valuable marketing channels that brands time and time again ignore that prevent abandonment and drive repeat usage and word of mouth.
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