the new wave of marketing technologies
DESCRIPTION
"The New Wave of Marketing Technologies" - an Adobe webinar on 05.06.09 by The1stMovement\'s CEO Ming Chan, and Creative Director David SchellTRANSCRIPT
The New Wave of Marketing Technologies
Passive, One way Experience
Interactive, Engaging Experience
Poll #1
Have you or your client’s interactive budgets gone up, down or stayed the same this year?
a) Increased
b) Decreased
c) Stayed the same
d) No budget for interactive marketing
Technology enables story-telling to be more interactive and engaging, and creates an emotional and memorable user experience
About The1stMovement
Multiple Consumer Touchpoints
Your Brand’s Digital Footprint
• There are so many channels now to spread a brand or push out a campaign • Flash reusability – more bang for your buck!• Match to your audience• Drive traffic appropriately• Track and measure!
What We’ll Be Covering
1) Social Media Technologies
2) 3D Explosion on the web
3) Going Beyond the Web
4) Mobile Technologies
5) Blurring the Line Between Online/Offline
5) The Future of Desktop Marketing
6) Integrated Campaigns (How to Use it all Together)
Social Media Technologies
Blogs
• Brands use Blogs to communicate with their customers directly• They offer a more honest and personal view than traditional marketing channels• Thought-leadership / Credibility• Low-cost or free Blog Platform (Blogger, WordPress, MoveableType)
Blogs
• Even more personal when CEO’s host their own personal blog• Thought-leadership both externally and internally
Blogs
• Blogs are not limited to just text • Photo / Audio / Video blogs (vlogs)• Utilize the same low-cost or free platforms • Use YouTube, Flickr and more to blog
Blogs
Poll #2
Do you tweet under your personal name or your company/brand?
a) Personal Name
b) Your Company/Brand
c) Both
d) I don’t use Twitter
• The new blog (Micro-blogging)• Zappos: CEO Tony Hsieh has personal conversations and gives away product• Connects locally for events, giveaways, etc. • Fits perfectly with their customer-centric approach
• Apple vs. Skittles example• Apple using consumers to do marketing for them• Skittles pulling real-time “#skittles” tweets into their corporate site• Lack of filtering had a negative effect
Offered free shipping and promoted in three ways:
Twitter – Real Results – The Wine Library
Initiative Cost Result
1) Direct marketing mailing $15,000 200 new customers
2) Billboard ad $7,500 300 new customers
3) Tweeted the promotion on Twitter free 1,800 new customers
Twitter - Real Results - The Wine Library
Widgets
• Excellent extension channel to any marketing campaign• Rich interactivity and “Viral”• On the Web with MySpace, Facebook, and Blogs• Also for Desktop (Yahoo, Apple, Google, AIR)• Not just B2C - also a strong tool for B2B marketing
Widgets
Putting it all together on the Web
AT&T Team USA Soundtrack Campaign
• Most-recalled sponsor feature during the Olympic game broadcast (Nielsen IAG, 8/18 – 9/14/2008, reported in AdWeek 9/22/08)• Download proceeds generated $1 million for Team USA • Over 20k visits per day on English & Spanish Microsites• 27k downloads of Soundtrack widgets on Facebook and MySpace.• Over 3k iTunes click through per day on iPhone site• Video content received over 2 million views throughout AT&T’s 3-screens
AT&T Team USA Soundtrack Campaign
3D Explosion on the Web
Papervision 3D and Away 3D
3D Navigation
Virtual Interaction with Product
3D Viral Campaigns / Games
Augmented Reality
BMW Z4 in 3D
Augmented Reality
/Going Beyond the Web
Interactive Exhibition
• Motion detection• Multi-touch ability• Collaboration with other users• Projectors, touchscreens, floor-based, tables, etc.• Tradeshows, in-store, store windows, museums, conferences, etc.
Interactive Exhibition
3D Immersion
Multi-touch Interactive Display
• “Minority Report” type interaction• Microsoft Surface / Apple iPhone technology leading charge• No keyboard, no mouse • The future of digital interaction!
Multi-touch Interactive Display
The Future of Interaction
Mobile Technologies
Poll #3
Does your brand have a reachable presence via mobile device?
a) Absolutely!
b) We have a mobile site
c) We have some neat mobile apps
c) I don’t think we have anything
• Mobile Applications / Games / Music / Ringtones• WAP sites• GPS enabled• Mobile Video increasingly popular
Mobile Technologies
• Each month, 10.3 million U.S. mobile phone subscribers access video content via their phones — up 14% from 2007• Among mobile video users, Apple’s iPhone is the most popular phone: as of Q3 2008, 11% of all streaming video users were using an Apple iPhone, and 35% of iPhone users reported regularly using mobile video (compared to about 5% of all mobile subscribers)
Mobile Video
iPhone Interaction
• iPhone Penetration to grow 164% by 2010, as opposed to Blackberry dropping 7%• 67% of total mobile internet traffic• 36k apps and counting• Redefining mobile games with Peer-to-Peer Bluetooth in Version 3.0 (Multiplayer games)• GPS enabled applications• ObjectiveC is the #2 most popular “new” language (behind ActionScript)
http://blogs.zdnet.com/Greenfield/?p=230
iPhone Interaction
• PDA, Mobile gaming, etc.• Thirty-six percent of heads of households play games on a wireless device, such as a cell phone or PDA, up from 20 percent in 2002• 190 million households will use a next-generation video game console in 2012• Of the above, 148 million households will have this console connected to the Internet
http://www.grabstats.com/statcategorymain.asp?StatCatID=13
Other Mobile Devices
• Over 800 million mobile devices have a Flash player installed• Flash is supported on mobile devices including mobile phones, PDAs, gaming devices (PS3, Nintendo Wii, PSP and more), music players, and digital cameras• Flash 10 player and AIR player coming soon (increases reusability and promotes an engaging interactive experience while lowering the production costs)
Flash on Mobile
Blurring the Line of Online/Offline
Interactive TV / Web Synchronizations
Interactive TV / Web Synchronizations
• Data / Animations / Videos real-time synchronizations between TV and Web• Turn passive TV watching experience into interactive• More user experiences increase time spent with your story, and your brand
The Future of Desktop Marketing
Adobe AIR
• Bring the Web to the Desktop• Endless possibilities!• Leverage existing Web technologies like Flash, HTML, JavaScript, and Flex• Customized and personalized applications• Also a great tool for internal marketing communications and sales team
Adobe AIR
Integrated Campaign
Integrated Campaign
• Technology channels really play along with the rest of a traditional marketing campaign • Critical in building awareness• Builds “viral” quality both online and offline• Holistic and integrated• R.O.I. trackable and measureable
Integrated Campaign
Poll #4
As a marketing professional, are you dedicated to pushing your brand with emerging technologies?
a) Yesb) No
Thanks! Q&A