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Rx for agencies suffering from  Direct, Digital  and  Social Media  Confusion or Disorientation
Why Are We Still in This Business?
What Type of Agency Are We?
Direct Marketing Agency Digital Agency Social Media Agency Database Marketing Agency ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],The New Definition…”Digital”
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Recent Growth Of Social Media Exponentially Fueling Change
Top 5 Most Trafficked Sites July 2009 The Rise of Social Media Rank 2005 2009 1 2 3 4 5
[object Object],[object Object],[object Object],Why Consumers Find Social Networking  Online So Compelling
[object Object],Why Consumers Find Social Networking  Online So Compelling
 
[object Object],[object Object],Of marketers planning to increase budgets in 2009, 83% will increase spend in email marketing, followed by social media at 62% Strongmail/Zoomerng 2009 Marketing Trends Survey Convergence of Social Media  and Email Marketing
[object Object],Convergence of Social Media  and Email Marketing
Emergence of Social Media has Created a Land Grab Between Agencies & Within Marketing Departments!
Source: June 2009 Strongmail/Zoomerang Survey Which Marketing Function Owns Social Media Within Your Organization?
[object Object],Marketing Executives’ Attitudes to Social Media
[object Object],“ For what reasons do you use social media?” Marketing Executives’ Attitudes to Social Media
Marketing Executives’ Attitudes to Social Media
Marketing Executives’ Attitudes to Social Media “ How will you fund increases in your company’s Interactive/Social marketing budget?” By shifting money away from Traditional marketing: Increase budget with no change to Traditional marketing: Increase budget for both Traditional and Interactive Marketing: We have no plans to increase our Interactive Marketing budget: 60% 15% 14% 7% Source: Forrester Interactive Marketing Forecast 2009-2014
Marketing Executives’ Attitudes to Social Media “ Which of the following Traditional marketing budgets will you decrease in order to fund increased Interactive/Social marketing?” Direct Mail: Newspapers: Magazines: Television: Yellow Pages: Outdoor: Radio: Telemarketing: None of the above: Other: 40% 35% 8% 3% 28% 12% 11% 9% 7% 3% Source: Forrester Interactive Marketing Forecast 2009-2014
Marketing Executives’ Attitudes to Social Media “ In the next three years, do you think marketing effectiveness will increase, stay the same, or decrease for each of the following?” Created Social Media: Online Video: SEO: Mobile Marketing: Paid Placement in Social media: Email Marketing: Direct Mail: Television: Magazines: Telemarketing: Radio: Source: Forrester Interactive Marketing Forecast 2009-2014 Increase Stay the same Decrease 80% 60% 20% 40%
[object Object],While valued, it’s also a cause for concern! Marketing Executives’ Attitudes to Social Media
[object Object],[object Object],Beware of Becoming a Social Media Carpetbagger!
[object Object],[object Object],[object Object],[object Object],Don’t Forget, Consumers Spend Twice As Much Time Online With  Content  Than Social Networks
The Ultimate Combination of Search and Social Networking Social Media, Meet Search Engine Marketing
The basic idea is that, if someone in your social circle has ever commented about the topic you are searching on, That content will appear on the first page of your search results. Imagine the impact of this on marketer and agency alike!
 
 
Aided by a flurry of acquisition activity, an influx of venture capital funding and growing brand adoption in the latter half of 2009, the year ahead will see mobile continue its shift toward the marketing mainstream.  eMarketer.com Mobile Marketing: The New Frontier For Agencies
In January 2009 it projected m-commerce sales would reach $544 million this year, up 57% over 2008—impressive in its own right.  But in late October, ABI upped its forecast, saying sales would top $750 million in 2009, a whopping 117% annual growth rate. M-commerce’s time has arrived, and it is an easy bet that sales in 2010 will pass the $1 billion mark. Mobile Marketing: The New Frontier For Agencies
[object Object],Mobile Marketing Is Quickly Gaining Momentum
[object Object],[object Object],Why Mobile Marketing Is Such A Critical Opportunity
When Webtrends surveyed marketers worldwide about how to close the gap between data analysis and business action,  their top answer was more knowledgeable staff. Data Analytics…  Is There An Agency Out There Who Can Help Me?
[object Object],The Web Analytics Headache (Understanding and Integrating Data)
[object Object],The Web Analytics Headache (Understanding and Integrating Data)
At The End Of The Day… It’s All About!
[object Object],[object Object],It’s All About Socialnomics!
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Interesting Facts About Socialnomics!
This Has Created A New Era Of Person2Person Marketing!
[object Object],[object Object],[object Object],People targeted through a consumers social connections convert at 300 to 500% higher than those targeted through traditional media channels. Source: StrongMail Influencer Campaign Data 2008/2009 The New Era Of Person2Person Marketing
[object Object],[object Object],Those of you who are direct marketers will be disappointed to hear that targeting is dying too! Source: A New Definition of “Digital”. Augustine Fou, Click Z. The New Era Of Person2Person Marketing
[object Object],What Does The New Person2Person Agency Look Like?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What Does The New Person2Person Agency Look Like?
[object Object],[object Object],The DNA Of The New Person2Person Agency
[object Object],Companies investing heavily in social media significantly surpass their peers in terms of revenue and performance! Source: Altimeter/Wetpoint, “Enggement db” July 2009 Person2Person Marketing Proof Of Concept
[object Object],Person2Person Marketing Proof Of Concept
[object Object],[object Object],[object Object],Person2Person Marketing Proof Of Concept
Rx for agencies suffering from  Direct, Digital  and  Social Media  Confusion or Disorientation (www.clivemaclean.com)

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Rx For Agencies Suffereing From Digital, Direct, PR, And Social Media Confusion Or Disorientation (Updated 01/22/2010)

  • 1. Rx for agencies suffering from Direct, Digital and Social Media Confusion or Disorientation
  • 2. Why Are We Still in This Business?
  • 3. What Type of Agency Are We?
  • 4.
  • 5.
  • 6.
  • 7. Top 5 Most Trafficked Sites July 2009 The Rise of Social Media Rank 2005 2009 1 2 3 4 5
  • 8.
  • 9.
  • 10.  
  • 11.
  • 12.
  • 13. Emergence of Social Media has Created a Land Grab Between Agencies & Within Marketing Departments!
  • 14. Source: June 2009 Strongmail/Zoomerang Survey Which Marketing Function Owns Social Media Within Your Organization?
  • 15.
  • 16.
  • 18. Marketing Executives’ Attitudes to Social Media “ How will you fund increases in your company’s Interactive/Social marketing budget?” By shifting money away from Traditional marketing: Increase budget with no change to Traditional marketing: Increase budget for both Traditional and Interactive Marketing: We have no plans to increase our Interactive Marketing budget: 60% 15% 14% 7% Source: Forrester Interactive Marketing Forecast 2009-2014
  • 19. Marketing Executives’ Attitudes to Social Media “ Which of the following Traditional marketing budgets will you decrease in order to fund increased Interactive/Social marketing?” Direct Mail: Newspapers: Magazines: Television: Yellow Pages: Outdoor: Radio: Telemarketing: None of the above: Other: 40% 35% 8% 3% 28% 12% 11% 9% 7% 3% Source: Forrester Interactive Marketing Forecast 2009-2014
  • 20. Marketing Executives’ Attitudes to Social Media “ In the next three years, do you think marketing effectiveness will increase, stay the same, or decrease for each of the following?” Created Social Media: Online Video: SEO: Mobile Marketing: Paid Placement in Social media: Email Marketing: Direct Mail: Television: Magazines: Telemarketing: Radio: Source: Forrester Interactive Marketing Forecast 2009-2014 Increase Stay the same Decrease 80% 60% 20% 40%
  • 21.
  • 22.
  • 23.
  • 24. The Ultimate Combination of Search and Social Networking Social Media, Meet Search Engine Marketing
  • 25. The basic idea is that, if someone in your social circle has ever commented about the topic you are searching on, That content will appear on the first page of your search results. Imagine the impact of this on marketer and agency alike!
  • 26.  
  • 27.  
  • 28. Aided by a flurry of acquisition activity, an influx of venture capital funding and growing brand adoption in the latter half of 2009, the year ahead will see mobile continue its shift toward the marketing mainstream. eMarketer.com Mobile Marketing: The New Frontier For Agencies
  • 29. In January 2009 it projected m-commerce sales would reach $544 million this year, up 57% over 2008—impressive in its own right. But in late October, ABI upped its forecast, saying sales would top $750 million in 2009, a whopping 117% annual growth rate. M-commerce’s time has arrived, and it is an easy bet that sales in 2010 will pass the $1 billion mark. Mobile Marketing: The New Frontier For Agencies
  • 30.
  • 31.
  • 32. When Webtrends surveyed marketers worldwide about how to close the gap between data analysis and business action, their top answer was more knowledgeable staff. Data Analytics… Is There An Agency Out There Who Can Help Me?
  • 33.
  • 34.
  • 35. At The End Of The Day… It’s All About!
  • 36.
  • 37.
  • 38. This Has Created A New Era Of Person2Person Marketing!
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47. Rx for agencies suffering from Direct, Digital and Social Media Confusion or Disorientation (www.clivemaclean.com)

Notas del editor

  1. Direct, Digital, Database, Social Media, PR? 360, full service, integrated,
  2. 1995 marketers wanting to go digital built a website Example Google something - novice or advanced.
  3. 1 year ago most people had no idea what twitter was
  4. Youtube and facebook displaced ebay and mazon to take the number 3&4 spots behind Google and Yahoo.
  5. They shy away form noise like shying away from abnocious people they cannot relate to. This is why consumers tune out ads (noise) in favor of ewhat their friends are saying (signal)
  6. They shy away form noise like shying away from abnocious people they cannot relate to. This is why consumers tune out ads (noise) in favor of ewhat their friends are saying (signal)
  7. Integration with social media accelerators like social networking, microblogging, book-marking, and referencing allow them to leverage their most valuable asset,”the customer”, to expand the reach of their message and brand to the customer’s trusted networks and communities.
  8. Talk the numbers
  9. Give example
  10. Its not just bout social networking
  11. Google recently made big news by combining state of the art search with social networking to launch Social Search Imagine what this could mean for ad agency new business prospecting
  12. If all this is not enough. What about Mobile Marketing.
  13. It is eye-catching when a consultancy revises a market forecast upward in the midst of an economic downturn. That is exactly what ABI Research did with its forecast of mobile sales of physical goods in North America.
  14. eMarketer estimates that mobile ad spending, including messaging-based formats, will reach $416 million in 2009, increasing to $1.56 billion by 2013. The New frontier for ad agency new business growth
  15. Based on this perspective, who better to champion the mobile revolution than the agencies in this room?
  16. Discuss 46% etc and how agencies can help the client Or is it an opportunity?
  17. Discuss 46% etc and how agencies can help the client
  18. Branding is for all intents and purposes dead, as most consumers’ first impressions of a brand are what they find in search results or what they read from other people in reviews . It’s about Brand Experience or Brand Engagement! Traditional marketing and advertising thinking is no longer effective as consumer media habits continue to evolve 25% content in search is CGC As consumers circumvent traditional media approaches, they gravitate
  19. Branding is for all intents and purposes dead, as most consumers’ first impressions of a brand are what they find in search results or what they read from other people in reviews . It’s about Brand Experience or Brand Engagement! Traditional marketing and advertising thinking is no longer effective as consumer media habits continue to evolve 25% content in search is CGC As consumers circumvent traditional media approaches, they gravitate
  20. Those of you who are direct marketers will be disappointed to hear that targeting is dying too. No longer can you just drop an email to your house file or run a banner campaign with the simple objective to sell more products or generate more leads. You have to become part of the conversation, where they are and when they want to have it.
  21. The new age of People2People agencies have to be experts in understanding consumer habits and expectations in this new media environment. They need to be the unbiased filter that prioritizes the media/channels and indentifies the ones that will yield the greatest ROI. Core skilsets = direct, data/analytics, digital new. This new breed of agency will avoid the temptation to shout messages at consumers disrespectfully or target thousands of people multiple times (reach and frequency). Instead, they will embrace techniques that cultivate genuine and open dialogue with customers, where brands quietly listen and learn, and then respond with new features and product innovations that better match the needs of the consumer. Future growth and success will be led by those agencies that embrace this new media environment and choose to become part of a new breed of People2People agencies. Those who remain siloed will continue to become less relevant over time and unable to deliver against evolving client expectations. Help clients to leverage their most valuable asset,”the customer”, to expand the reach of their message and brand to the customer’s trusted networks and communities.
  22. The new age of People2People agencies have to be experts in understanding consumer habits and expectations in this new media environment. They need to be the unbiased filter that prioritizes the media/channels and indentifies the ones that will yield the greatest ROI. Core skilsets = direct, data/analytics, digital new. This new breed of agency will avoid the temptation to shout messages at consumers disrespectfully or target thousands of people multiple times (reach and frequency). Instead, they will embrace techniques that cultivate genuine and open dialogue with customers, where brands quietly listen and learn, and then respond with new features and product innovations that better match the needs of the consumer. Future growth and success will be led by those agencies that embrace this new media environment and choose to become part of a new breed of People2People agencies. Those who remain siloed will continue to become less relevant over time and unable to deliver against evolving client expectations. Help clients to leverage their most valuable asset,”the customer”, to expand the reach of their message and brand to the customer’s trusted networks and communities.
  23. but rather one that has been built from the ground up with the vision of being a truly integrated shop.
  24. but rather one that has been built from the ground up with the vision of being a truly integrated shop.