Four key trends of digital marketing. Rise of mobile Internet Multi-channel interactive communication Theme preemption Target marketing

1. 8th Advanced Computing Conference
Seoul, Sep 12
Lotte Hotel Jamsil
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https://www.facebook.com/events/486878934675027/
Digital Marketing Trends
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Janghyuk Lee
Associate Professor, Korea University Business School
http://biz.korea.ac.kr/professor/janglee
Twitter: janglee11

2. Digital Marketing Trends
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Rise of mobile Internet
Multi-channel i t
M lti h l interactive communication
ti i ti
Theme preemption
Target marketing
© 2012, All rights reserved. Janghyuk Lee 2

3. Rise of Mobile Internet
Unlike traditional media Internet provides following advantages:
Two-way communication
T i ti
Multiple contents (text, voice, video)
User participation (e.g., community, forum)
Easy transfer of information (e.g., post scrap)
Mobile internet outperforms fixed internet through
Instant usage (e.g., always on between tasks)
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Context based customized service (e.g., location info)
Ubiquitous coverage
© 2012, All rights reserved. Janghyuk Lee 3

4. Rise of Mobile Internet
Volkswagen GTI 2010
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5. Rise of Mobile Internet
Watching YouTube via Mobile Device
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6. Multi-channel Interactive Communication
Scuderia Ferrari
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7. Multi-channel Interactive Communication
Old Spice ‘Your Man Could Smell Like’
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Number of videos made: 180+
Number of video views: 5.9 million
Number of comments: 22,500
© 2012, All rights reserved. Janghyuk Lee 7

8. Theme Pre-emption
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Nike ‘True City’
City guide of 6 major cities
In 1 month of campaign, Google
search 1.3M, App D/L 140K
(iTunes store #1 in Europe)
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Smirnoff ‘Night Life Exchange’
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Where were you?
Unique experiences from 14 countries
Offering invitation to other countries’ events
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9. Target Marketing
Mobile Coupon: iButterfly
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10. Target Marketing
Finding Influentials: Vacuum cleaner
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Bob Vila @BobVila
• Active professional blogger
• www.bobvila.com
• 1,141,439 followers
• Based in New York
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11. Target Marketing
Finding Influentials: Vacuum cleaner
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Adam Montoya @SeaNanners
• Video games, cooling, wine
games cooling
• www.youtube.com/seananners
• 248,262 followers
• Based in Los Angeles
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12. Target Marketing
User Clustering
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STMS clusters involved users based on the frequency of communication.
It allows our client to conduct cluster specific target marketing.
ll li t t d t l t ifi t t k ti
Cluster size (914,981 users)
Top influentials
Cluster specific topics
Tweets generated by cluster members
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13. Target Marketing
Tactics to Handle Influentials: Engadget (Ultrabook)
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A: Descriptive
Follower A (440,273): top 1% very popular user
Tweet
T eet # D (521) 37 tweets/day h per active
(521): t eets/da hyper acti e
professional user
Psv
40.0
Following/follower ratio A (0.000136): extremely
ego centric user who do listen to only some other
B: Usage pattern users
Influencer index (‘inf’) A (94.0): extremely
influential user in a given community
Retweet rate (‘psv’) A (40): user who transfer 4
out of 10 tweets in general
C: Generated tweets Usage hour B: very regular 24 hours a day
overall a week
Mentioned topics D
User influencers E
D: Topic keywords
Engadget could be influenced by Tim_Stevens,
DanaWollman, es_engadget
E: Indirect Influencers
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14. Recommendation!
Being mobile!
Mobilize
M bili multiple channels!
lti l h l !
Create a unique compelling theme!
Leverage network-based razor thin targeting!
network based
© 2012, All rights reserved. Janghyuk Lee 14