Keynote presentation to the Cincinnati Digital Hub Initiative non-Conference on September 25, 2009 by Bob Gilbreath. In support of his new book, The Next Evolution of Marketing

1. Saving Digital from Failure byMarketing with MeaningBob Gilbreath – Chief Marketing StrategistBridge Worldwide

2. Digital Media is Improving Our Lives Everywhere

3. But Digital Marketing Is Not Yet Working “If consumers are spending 30% of their time online, why are Brand Managers only spending 5% of their marketing budgets online?” - Typical Digital Services Provider “Why should I spend more money online? I never click on banner ads, and hardly anyone is ‘friending’ my brand on Facebook.” - Typical Brand Manager

4. Some of you believe we should adapt to the rules of traditional media

5. Just make the banner bigger! What do we do when people ignore these, too?

6. Just embrace Pre-Roll video! Google reports a 50% abandon rate

7. Just start reporting Reach and Frequency (GRPs) But isn’t their business model based on “Consumer is Boss”?

8. Digital marketing is on the verge of failure, again

9. This was supposed to be our year People are spending more time than ever onlineDigital media is much cheaper to produce, test and purchase

10. But… Total online spending is down 3%The first decline since 2002Display is down 17% PricewaterhouseCoopers

11. Over 6 million Firefox users have installed Adblock Before Adblock After Adblock

12. A free, ad-supported mobile service could only convince 2% of teens to take it

13. Traditional marketing is on the verge of failure, too

15. “There's simply too much money and corporate energy devoted to this cause for those budgets, and hopes, to disappear overnight” - Jeff Goodby

16. There is no guarantee that the old model will survive

17. We have to try something different

18. Some are winning by trying something new

19. And a common theme is emerging

20. 30% of users return to the site more than once per week Grew profits by 8%

21. 10 million site visits in 3Q’08 alone Over $150 million in revenue by Year 2

22. Featured in iTunes app store at $.99 Hit 3-year download goal in just weeks

23. Isn’t this the kind of work that attracted you to digital in the first place?

24. Marketing that people choose to engage with Marketing that itself improves people’s lives

25. It can come from a different way to apply existing planning tools and processes

26. Business Objective:a opportunity to grow or a problem that is holding you back Insight:how people think and feel, and how you might help them on a higher-level need

27. Business Objective:improve return on investment in coupons Insight:offers are important, but cutting coupons is less attractive to people

28. More than 100,000 registrations in first month Drives shopper card and email registration, complete fraud protection, and unprecedented data analysis

29. Business Objective:reduce the amount of in-progress order queries Insight:tracking online orders has become a national obsession

30. Used in over 1 million orders in the first 2 months Online orders account for 28% of all Domino’s sales and the tracker is used by 75% of these customers

31. Business Objective:uncover new revenue streams with greater profitability Insight:people have an insatiable craving for personalized products

32. One 7-oz pack for $12.99, Minimum 3 packs, plus shipping and handling Credited with “revitalizing the brand”

33. Business Objective:increase consumption of Glucerna products for people with diabetes Insight:newly diagnosed are unsure of what changes they must make in their diets

34. People are testing more and losing weight Participants buy 3x more Abbott Products

35. It works for B2B

36. Business Objective:increase loyalty to the Trane brand of heating and cooling equipment Insight:service professionals are under constant pressure to understand new systems

37. First online course attracted 1,200 people

38. It works for non-profits

39. Business Objective:retain and grow share of believers among young people in developing nations Insight:as an earthly representative of the faith, the Pope offers a unique, personal connection

40. The Pope is texting There are 46 million mobile phone users in the Philippines alone

41. It works for…banners!

42. Business Objective:deliver on the brand purpose of“sparking unexpected fun” Insight:people are compelled to take dares…

43. See the Ad Here: http://bit.ly/10ucnw

45. And you can still win awards…

46. (The Bonus Outtakes)

49. This Model Even Works for New-New Media

50. New Technology “Leapfrogs” the Old in Developing Nations

51. Mobile is Leapfrogging Banners to Apps

52. Gaming is Leapfrogging Billboards to “Extras”

53. The world is waiting for a marketing model Digital should be the center of this new model Will you lead us?

54. iPhone read-along app: http://bit.ly/haTCf www.marketingwithmeaning.com @mktgwithmeaning