Where to now?

The death of traditional marketing?

Newspaper advertising revenue plunged 27 per cent in the United States last year to its lowest level since 1986

TV networks have taken a 12% hit in advertising revenue compared to 2009.

Advertising revenue from direct mail is expected to plunge 39%

Australian commercial radio industry finished 2010 with annual growth in advertising revenue of 2.25%, first growth in several years

Decade Ago Now

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More importantly this is what the consumer NOW thinks . . .

Consumer recommendations are the most credible form ofadvertising among 78% of thestudy’s respondents.Source ACNielsen

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Check this out . . .

“Customers trust, rely and act on advice from people they know . . .• 90% of people trust their spouse, • 82% their friends and • 69% their work colleagues but only…• 27% trust manufacturers/ retailers• 14% trust advertisers and • 8% trust celebrities”

(Henley Centre)

What’s Changed?ADecade Ago Now

The Web Information Gathering Relationship Building

The Tools 1.0 SearchBroadcast 2.0 Collaboration Dialogue

Openness Suspicion of Brands Openness to Brands

Scalability Limited by budget Viralness Limited by geography No borders Positioned products Mass customisation

Key Measure Brand Awareness Brand Word of Mouth Brand Satisfaction/Equity Brand

Participation/Relevance

Which means . . .

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A Social Media Plan

Hootsuite.com

HootSuite allows you to connect to multiple social networks from one website.

Justin TamsettB.Ed (Phys & Health Education)

Feel free to contact JT: jt@activemgmt.com.au or +61438 015 677

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Pericles