The document discusses integrating web and mobile into marketing strategies. It notes that mobile phones outnumber other technologies in South Africa and that SA ranks highly for mobile web access globally. It then covers some key aspects of digital marketing campaigns, including reach, direct ROI, measurability, stickiness, and immediacy. The document contrasts the industrial economy model of large upfront investments in mass media campaigns with the attention economy approach of focusing on relevance. It emphasizes that annoying and intrusive marketing does not work and that the best digital marketing is useful, relevant and timely.

1. Integrating Web and Mobile
into your Marketing Mix
By Dave Duarte
Silver Sponsors

2. Internet & Mobile are HUGE in SA!
 Mobile Phones > Taxis + TVs + Radios
 SA no. 6 in Mobile Web Access Globally
(Opera)
 “The Cables are coming” - @art2gee

3. ...Besides the many benefits
Reach
Direct ROI Momentum
Measurability
Stickiness
Immediacy

4. Digital Marketing can be
Intrusive and Annoying

5. Industrial Economy Campaign Value
V $
Big Idea Start picking outfits for the Loeries
Lots of Meetings to ensure Keep the campaign as long as
viability of idea possible to recoup large upfront
investment
Careful placement on
Big upfront production the biggest channels
Test it out on a few
users before launching
into the open market

7. Content Attention
Print Recordings Cinema Radio Television Internet Web 2.0 Mobile
Mass Media

8. Content Attention
Industrial Economy Attention Economy
Print Recordings Cinema Radio Television Internet Web 2.0 Mobile

9. Content Attention
Industrial Economy Attention Economy
Publishers, Advertisers and People, Geeks and
Producers have the power Marketers have the power
Print Recordings Cinema Radio Television Internet Web 2.0 Mobile

10. Content Attention
Print Recordings Cinema Radio Television Internet Web 2.0 Mobile

11. Content Attention
Print Recordings Cinema Radio Television Internet Web 2.0 Mobile

12. Content Attention
Industrial Economy Attention Economy
Keyword for Marketers: Keyword for Marketers:
Prevalence Relevance
Print Recordings Cinema Radio Television Internet Web 2.0 Mobile

13. Fact:
Annoying and Intrusive Marketing
Doesn’t Work

14. Content Attention
Print Recordings Cinema Radio Television Internet Web 2.0 Mobile

15. Content Attention
Print Recordings Cinema Radio Television Internet Web 2.0 Mobile

16. Know who’s in charge

17. Web Search
Users Establish Context
Marketers are Prepared for this moment!

18. Mobile Web Search
Monetizing
Attention +
Intention
Click to Call

19. Efficacy correlates with User Control

20. Fact:
The Best Digital Marketing
is Useful, Relevant and Timely

21. ATTENTION PROFILING
}
Browse
Connect
Read
Say

22. Attention Economy Campaign Value
Users co-create
Add, Improve or Change
www
value with
constantly Producers
Campaign and
Clarify your Product is
Offer with a publicized by lead
Community users in relevant
communities
Users provide constant
testing and feedback

25. Elements of Success in Digital
Evolve and Adapt
Tools Events
Ecosystem
Clear Work
Content
Purpose It!

26. THANK YOU #Netprophet
Lunchtime!!
DaveDuarte.co.za
Twitter.com/DaveDuarte