The document discusses trends in internet communication and marketing. It covers the history of the internet from the first connection in 1969 to the growth of websites and domains. It then outlines key trends in internet marketing including the rise of search engine optimization, pay-per-click advertising, display advertising, mobile internet and applications, social media, and video/YouTube. The document emphasizes that internet marketing investments by companies like Google and Facebook have grown enormously and that online advertising spending is projected to overtake television advertising by 2016.
2. Why I’m here today?
1. To show you my view of internet
2. To explain where&why money is invested
3. To change your view on internet when
you wake up tomorrow.
4. To persuade you to learn more about and
5. To present you the newest trends
Actually, to be honest:
I’m here today because Dominik invited me
3. .the begining
First Arpanet connection:
29. October 1969 between Charley
Kline at UCLA and Bill Duvall at
Stanford.
http://www.guardian.co.uk/technology/interactive/2009/oct/23/internet-arpanet
@mvarga
6. .internet changed our life
“...The amount of information on the web is really exploding. They say that from the
beginning of human history all the way up thru 2003 you took all the information that
has ever been recorded, you take all the books that have been written, all the films
that’s been produced, that’s about 40 egzabytes of information that was produced in
all human history up to 2003. This year (2011) the World is producing about 800
egzabytes of information... and all that lines up on the web...”,
DENIS WOODSIDE, SOURCE: http://www.youtube.com/watch?v=pK02FzSKotc
@mvarga
7. .internet influences retail
....Over $155 billion worth of consumer goods was
purchased online in the U.S. in 2009, yet a far
larger portion of offline sales were influenced by
online research, according to a March report from
Forrester Research. Forrester estimates that $917
billion worth of retail sales last year were “web-
influenced,” with online and web-influenced offline
sales combined accounting for 42% of total retail
sales. That percentage will grow to 53% by 2014,
when the web will influence $1.4 trillion worth of
in-store sales.....
Source: http://selnd.com/dk0CTb
@mvarga
8. .internet is the playground for IM
Internet marketing is part of the NEW MARKETING!
“..I define Old Marketing as the act of interrupting masses of people with ads about
average products.
New Marketing leverages scarce attention and creates interactions among communities
with similar interests…” Seth Godin, Meatball Sundae
“…In normal marketing, we do research and bidding and guessing and demographic /
psychographic / behavior targeting and so much more just to guess when to interrupt
people with a message about our brand.
Utility marketing is about delivering such incredible value that you simply become
part of your audience's life!
Mobile platforms present an opportunity to achieve every marketer's dream: right
message at the right time to the right person at the right place.
But they do demand that we forget traditional unimaginative ways of creating
experiences and delivering value like relying on shouting/guessing. The opportunity
has not exploded yet, but we are approaching that moment…”
Avinash Kaushik, http://www.kaushik.net/avinash/mobile-marketing-customer-data-acquisition-behavior-targeting/
@mvarga
11. .search
sem is a SERP activity
sem = seo + sea (ppc)
SEA (PPC)
SEO
12. .serp (Search Engine Results Page)
Yahoo’s SERP was more relevant because people decided about your relevance
for a certain search query but they could not handle the fast increase of # web-sites.
‘...if you are not in Yahoo Web Directory, you can wait a long time before you appear in Yahoo SERPS....if
you have a business website you will have to pay $299 dollars annually to remain inside Yahoo Web
Directory...’
(source: http://www.irkawebpromotions.com/search-engines/yahoo/) march 2010.
Google uses a mathematical algorithm for his SERP. They call it natural or organic
order...there are several hundred ranking factors in the algorithm and each are
weighted differently, there are more than 500 changes annually, there are more than
20000 tests of the algorithm undertaken by several hundred engineers...’
(source: http://www.youtube.com/watch?v=J5RZOU6vK4Q August 2011.
@mvarga
13. .seo – the core of natural order
SEO or search engine optimization is a process of continuous improving your
web site to achieve a better position in SERP. This improvement is technical
but can change the structure of data on the web-site. A very good starter
guide is at:
http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf
SEO is a long term activity with no guaranty because 200 factors (and
changing) is against you, including all the others behind you.
SEM is crucial for your visibility!
@mvarga
http://en.wikipedia.org/wiki/Pagerank
14. .ppc or Google AdWords
Ian Ayres:
“…Even small statistical datasets
are more accurate than human prediction…”
PPC
SEO Using AdWords to
find a job:
Alec Brownstein
20. .display ads
Your ads show up
if the content of
the web-page is
relevant to your
keywords and to
your ads.
21. .RMA – Rich media ads:
Rich media YoY (2011) +66%.
Prediction: 50% of banner ads
will be RMA in 2015.
Rich media ad IKEA
http://www.youtube.com
/watch?v=XwPHlp8OK70&list=PLA570C901AB66E15F&context=C379777eADOEgsToPDskLAk-ewp_4vHKyqPtydISA7
@mvarga
33. .social
Social media interactions grow almost quadratic. In the real
life some interactions are not being used.
The number of connections is according to Metcalfe’s law:
n (n-1)
Connections =
2
The number of interactions is twice the number of
connections because 1 connection can support 2 interactions
A => B and B => A.
If the number of connections (n) is very big the number of
interactions is almost n 2
29 October 1969...at 10.30pm...a computer was
Two phones have one connection bur two interaction.
connected...to a second computer.... Twelve years 5 phones have 10 connections and 20 interactions.
later...there were still only 213 computers on the 12 phones have 66 connections and 132 interactions.
network.
‘...on New Year's Day 1994...there were an estimated 623 websites. In total. On the whole internet....’
http://www.guardian.co.uk/technology/2009/oct/23/internet-40-history-arpanet
@mvarga
38. .who is using LinekedIN
Using FB + LN to
find a job:
Steven Severn
http://www.businessinsider.com/chart-of-the-day-where-do-linkedin-users-work-2012-2
@mvarga
39. .pinterest – new kid on the block
An Overnight
Success Four Years
In The Making
Read more:
http://articles.businessinsider.com/2012-
05-01/tech/31511284_1_google-users-
investors-facebook#ixzz25bKoVYRc
http://danzarrella.com/infographic-how-to-get-more-pins-and-repins-on-pinterest.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+DanZarrella+%28Dan+Zarrella%27s+Blog%29#
40. .the 6 biggest social networks
www.businessinsider.com/chart-of-the-day-the-rise-of-pinterest-2012-2
@mvarga
41. .bad scores are important!
http://www.socialmediaexaminer.com/10-ways-to-deal-with-upset-customers-using-social-media/
http://www.retailgazette.co.uk/articles/04144-bad-online-reviews-actually-help-retailers
@mvarga
42. . now the oldies get social
% of population on social network
2005 2008 2009 2010
90
80
70
60
50
40
30
20
10
0
18-29 30-49 50-64 65+
Age @mvarga
43. . social networks are used for ...
IZVOR: What Do People Ask Their Social Networks, and Why?
A Survey Study of Status Message Q&A Behavior,
Meredith Ringel Morris, Jaime Teevan, Microsoft Research Redmond, WA, USA;
Katrina Panovich Massachusetts Institute of Technology Cambridge, MA, USA , December 2010
@mvarga
44. .new jobs – community managers
.....The problem is when you are not a big company. If you have less than 30-50,000
fans, your social activity is not big enough to justify a full-time position. While you still
need to post something every day, the number of questions and responses you get is
not likely to take up 8 hours of your time....
IZVOR: http://www.baekdal.com/insights/can-you-really-outsource-social-media
@mvarga
46. .video
1. The second largest search engine
in the world
2. YouTube was founded in February
2005 and has become the go-to site
for video on the web. One hour of
video is uploaded to YouTube every
second
3. It’s a free sevices that has more
than 4.000.000.000 views daily
SOURCE: Googleblog
Don't get mad, get YouTube
@mvarga
47. .11 Viral YouTube advises [1/2]
Wow! Good videos do one thing really well: they surprise us. Great viral media
shocks us with the unexpected.
Yowza! A cardinal rule of advertising is that sex sells. Humor and sports are
somewhat universal…sex touches everyone.
Pow! It also seems that destroying things touches all of us in some ways. Acts of
destruction or implied violence makes us keep watching.
Groove! Music, like sex, can be another way to broaden the appeal of a viral ad.
Music is a way to grab a hold of your attention and not let go.
Ooooh! Spots that include fantastic elements that astound us and stimulate our
sense of wonder also work well.
Touch. A common element of great drama or comedy is its ability to connect with
you, the viewer, because of your ability to picture yourself in that same
situation. Walt Disney was a great believer in this, counseling his animators
that "comedy, to be appreciated, must have contact with the audience…
there must be a familiar, sub-conscious association." We laugh or cry at
things on the screen because those things connect with us by stirring up
emotions we've already felt. Great viral media does the same thing by
making us feel connected to the action on the screen.
@mvarga
48. .11 Viral YouTube advises [2/2]
Nudge nudge, Maybe it's just a product of our postmodern era but successful
viral media is self-aware. It doesn't try to be something it's not: it
wink wink: lets us in on the joke.
Peek. People love to see "behind the scenes." Sometimes the "behind the
scenes“ stuff can even become a part of the spot itself: Give people
a peek behind the curtain to get them hooked.
Oooohhhh! Spectacle sells. Bigger is usually better. Doing something huge,
something that nobody could do in their homes is a great way of
grabbing attention.
Awwwwww! One element that imbues almost all of successful spots is the
kindness with which they treat their subjects and their audiences.
While "people being idiots and grievously injuring themselves"
videos do have their appeal, that appeal is limited to a relatively
small segment of the population.
Time! Be careful with the length of your video! Somewhere the speed is
still dial-up and it need ages to download. The time frame is shorter
and shorter. Former 5-8 minutes are today 30s to 2 min.
Using YT to find a
job:
@mvarga Miguel Durão
49. .importance of smm?
Example 1:
Rolling Rock - 15 % increase sales
(look all the other media used also!!!):
http://www.youtube.com/watch?v=L26ojvPFPKY&feature=player_embedded
commercial: http://www.youtube.com/watch?v=s_5w0NvWdZE&feature=related
Example 2:
We have a company-policy and don’t care about SMM:
http://www.youtube.com/watch?v=5YGc4zOqozo
How much did it cost?
Answer: http://www.poslovni.hr/133615.aspx
Example 3:
We have learned from United Airlines:
http://www.youtube.com/watch?v=PKUDTPbDhnA&feature=share&list=PLA570C901AB66E15F
http://www.youtube.com/watch?v=4ESU_PcqI38&feature=share&list=PLA570C901AB66E15F
Example 4:
Best ad targeting :
http://www.jutarnji.hr/srbija--samoubojice-i-inovativni-oglasi-na-rijeci/894302/
@mvarga
50. .last slide: trends
http://www.forbes.com/sites/roberthof/2011/08/26/online-ad-spend-to-overtake-tv/
Online Ad Spend to Overtake TV by 2016
Mobile ads will overtake social ads and email
marketing already this year (2011)
Social media will grow relatively slowly
…By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television
today. Search marketing, display advertising, mobile marketing, email marketing, and social media
will grow to 26% of all advertising spend as they are embedded in the marketing mix...
http://www.forrester.com/rb/Research/us_interactive_marketing_forecast%2C_2011_to_2016/q/id/59379/t/2
50
@mvarga
51. Thank you!
Send questions to: miroslav.escape@gmail.com
Please read some articles on: http://www.escapestudio.hr
You can find me very easy:
www.facebook.com/miroslawarga
twitter.com/mvarga
http://www.linkedin.com/in/vargamiroslav
@mvarga