2. Agenda
1. Where we are now and what the market looks like
2. Future Online
3. Where Mobile is Going
4. Opportunity and Value Chain
5. Processes and barriers
6. Zamano Future
7. SWOT Analysis
8. Summary of what definitely is happening
zamano Confidential (March 2010) Digital Marketing
Slide Number 2
3. Consumers Journey
2010/11
App stores
Mainstream
Price low or free
Dispersal & abundance of
app stores
2006/7 2008/9 Internet
User sophistication rises
Print & TV Internet fuelling higher expectations
Free content
Content Taker More of the same Mobile Internet
worked if promoted Usage growth
High price cleverly Richer experience
Paid for content when
convenient & impulsive
4. Mobile Market Evolution
Value-based Relationship
Based selling
High Selling High Value-based Relationship
Selling Based selling
Customer Customer
Sophistication Transactional Sophistication
Sales Branded
Sales
Transactional
Low Low Sales Branded
Sales
Low High Low High
Customer Loyalty Customer Loyalty
8. ...according to Gareth
Social Media
Behavioural Targeting
CPA
Adfunded content
Mobile growth
location based marketing
Digital Marketing
9. ...according To Google
Video
Real time bidding
Mobile no.1
Display advertising
App stores death
A look into the future of advertising as told
by Neal Mohan, vice president of product
management at Google, and Barry
Salzman, managing director of media and
platforms at Google.
Digital Marketing
10. ...according to Gerd Leonhard, Media
Futurist
Targeted, Timely, Wanted, Valuable
Data is the new oil
Interaction before transaction
A presentation from Gerd at Adtech London 2010
Digital Marketing
11. ...according to Smarta
Social Media
Visibility of service good and bad
A presentation from Smarta at Adtech London 2010
Digital Marketing
12. According to Ford
Paid â Owned - Earned
âWe had impact that was greater than a super bowl ad. We had 500,000
people go to www.fordvehicles.comâ Scott Monty, Social Media Director
Digital Marketing
13. ...according to UK SEM Benchmark
Report 2010
Increased appetite for SEO, PPC and social media.
The social media exponential growth
Digital Marketing
14. Where mobile is going
From $160 million in 2008 to $3.1 billion in 2013
(Mobi Thinking)
Revenues in online search & advertising are going mobile
(Comscore)
Mobile internet will be bigger than desktop < 5 years
(Everyone)
Smartphone sales increase of 300 million in next 4 years
(Juniper)
Next decade will see 99% messaging, media & entertainment 1%
voice mobile users
(Slide Share)
Content to be bundled with phones
(Slide Share)
Digital Marketing
15. Where mobile is going
Closed or open?
Apple and Google on the
acquisition trail â AdMob,
Quatrtro Wireless
Smaller number of players â
infancy or future?
16.
17. Mobile / Online
Online source PC Mobile
Free Content Big Growing
Location Limited
Immediacy Limited
Always with you
Screen size potential
Payment MNO
Credit card Emerging
Personal privacy
Bandwidth
Analytics
SEO
Digital Marketing
18. Opportunity
There are many different affiliate programs and content networks
There are many different SEO companies
Mobile web services are in their infancy
Connect all of these in one service?
Digital Marketing
19. Value chain
Networks
Industry trends
Product Advertiser Publisher Sale
OS Developer
and
manufacturers New technology
Digital Marketing
20. Advertiser
Cost Effective
ROI
Where to go?
CPM > CPC > CPA....
LTV?
21. Publisher
Affiliate networks
PPC, Social
Media, SEO, Content
Networks
Where to go?
ROI
Living Social
22. Value chain
Mobile
SEO
Online Visitor /
Us Publisher Buyer $$$
Channels
Fragment
ed
market
Optimisat
ion
Digital Marketing
23. Buying Process
Transactions
Direct Response
Digital Marketing
27. Competitors in Tools
1. Search Engine Tools
2. Bid Management Technology
1. Advertisers with 100K+ budget use third party tool.
(+33% use Dart Manager )
2. Search Centre (Omniture)
3. Coremetrics
4. DCStorm
Digital Marketing
29. Where the market IS going
Performance based model
Social engagement not selling
Mobile web mainstream!
Higher levels of expectation and sophistication
Digital Marketing
Due to the vast array of free content it is becoming harder and harder for people to sell digital content onlineSocial media will become the primary ingredient in all online advertisingAdfunded model will continue to developCPA will become key to all online advertisingMobile will overtake PC web access and the line between web and mobile web will become blurredMobile location based affiliate marketing will developSocial media integration will play a major part in advertisingBehavioural targeting will become the norm
50% of online ads will have video in them and be bought on a cost-per-view basis.50% of all display advertising targeted to a specific audience will rely on real-time bidding.Mobile will become the No. 1 screen for advertising.75% of ads will become socially enabled.50% of brand campaigns will run rich media in the ads.Display advertising will become a $50 billion industry.App stores will die to be taken over by mobile web sites
Key criteria will be Targeted, Timely, Wanted, ValuableData is the new oil and it is the users that make the oil not the media. We are increasingly becoming responsible for our own privacy, if we do not apply privacy for our data then it is public and companies can use it for targeted advertising as we can currently see on FacebookInteraction comes before transaction and you have to create fans before they will buyThe ability to lie is gone, if your service is not authentic then people will write about it online and others will Google it
Consumers are willing to pay 22%-49% more for a 5 star rated productMore people use social media than email with only 14% of teenagers using email60% of facebook fans and 79% of Twitter followers are likely to recommend the companies are likely to recommend companies that they likeSocial networks provide the cost effective platforms for new and small businesses to compete with the bigger guysSocial media amplifys your message, if you rip customers off they will post about it online. If you treat them well this will also have a viral effect
Create a solar system of owned media. Owned media is a channel you control. There is fully-owned media (like your website) and partially-owned media (like Facebook fan page or Twitter account). Owned media creates brand portability. Now you can extend your brand's presence beyond your web site so that it exists in many places across the web - specifically through social media sites and unique communities. In a recession in which marketing budgets are being cut by 20%, the ability to communicate directly with consumers who want to engage with your brand through long-term relationships can be invaluable.  Recognize that earned media is a result of brand behavior. "Earned media" is an old PR term that essentially meant getting your brand into free media rather than having to pay for it through advertising. However the term has evolved into the transparent and permanent word-of-mouth that is being created through social media. You need to learn how to listen and respond to both the good (positive organic) and bad (spurned) as well as consider when to try and stimulate earned media through word-of-mouth marketing. Your paid media is not dead, but it is evolving into a catalyst. Many people are predicting the end of paid media (aka advertising). However, that prediction may be premature as no other type of media can guarantee the immediacy and scale that paid media can. However, paid media is shifting away from the foundation and evolving into a catalyst that is needed at key
Mobile advertising market estimated at $5 billion, growing to $1.5b within 3 years [mobithinking] and it will become the biggest ad platform [Mobile Trends 2020]Mobile Display is up to 3 times more effective than traditional online [comscore]50% of new internet connections are via mobile [Google]Mobile Internet will be bigger than the desktop in < 5 years20% of facebook users (100m) access their account via mobile [Facebook]Revenues in online search & advertising are going mobileMobile Search revenues will exceed PC within the next few years [Google]Amazon customers are now ordering more than $1 billion worth of products per year via mobile devices with this expected to growSmartphone sales will see a tremendous increase of 300m during the next four years [Juniper]. With this comes the ability to bring more online services to mobile with better browsers
The publisher uses the affiliate network to connect with advertiser and promote their productsThe affiliate could have their own affiliate programLiving Social is a good example of the modern advertiserPublishers will use PPC, social media, SEO and content networks for advertising
Affiliate NetworkThe affiliates / advertisers and merchants sign up hereUsWe service the big clients to optimise performancePublisherPublishes the merchant banners and offersVisitor / BuyerReads site content and buys through affiliate links
Performance based model with dynamic bidding towards CPA goals â DNSR are an example of thisIt is no longer about selling, it is about social engagement and your customers being your advertisers. Facebook has 500 million users worldwideMobile web is coming and will overtake WAP very soonPeoplesâ expectation levels are a lot higher than when Zamano first started selling mobile content and customersâ strength in voice is a lot greaterIndustry is enabling users to become more sophisticated in their buying