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The New Wave of Marketing Technologies

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The New Wave of Marketing Technologies

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"The New Wave of Marketing Technologies" - an Adobe webinar on 05.06.09 by The1stMovement\'s CEO Ming Chan, and Creative Director David Schell

"The New Wave of Marketing Technologies" - an Adobe webinar on 05.06.09 by The1stMovement\'s CEO Ming Chan, and Creative Director David Schell

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The New Wave of Marketing Technologies

  1. 1. The New Wave of Marketing Technologies
  2. 2. Passive, One way Experience Interactive, Engaging Experience
  3. 3. Poll #1 Have you or your client’s interactive budgets gone up, down or stayed the same this year? a) Increased b) Decreased c) Stayed the same d) No budget for interactive marketing
  4. 4. Technology enables story-telling to be more interactive and engaging, and creates an emotional and memorable user experience
  5. 6. About The1stMovement
  6. 8. Multiple Consumer Touchpoints
  7. 9. Your Brand’s Digital Footprint
  8. 10. • There are so many channels now to spread a brand or push out a campaign • Flash reusability – more bang for your buck! • Match to your audience • Drive traffic appropriately • Track and measure!
  9. 11. What We’ll Be Covering 1) Social Media Technologies 2) 3D Explosion on the web 3) Going Beyond the Web 4) Mobile Technologies 5) Blurring the Line Between Online/Offline 5) The Future of Desktop Marketing 6) Integrated Campaigns (How to Use it all Together)
  10. 12. Social Media Technologies
  11. 13. Blogs
  12. 14. • Brands use Blogs to communicate with their customers directly • They offer a more honest and personal view than traditional marketing channels •  Thought-leadership / Credibility •  Low-cost or free Blog Platform (Blogger, WordPress, MoveableType) Blogs
  13. 15. • Even more personal when CEO’s host their own personal blog • Thought-leadership both externally and internally Blogs
  14. 16. <ul><li>Blogs are not limited to just text </li></ul><ul><li>Photo / Audio / Video blogs (vlogs) </li></ul><ul><li>Utilize the same low-cost or free platforms </li></ul><ul><li>Use YouTube, Flickr and more to blog </li></ul>Blogs
  15. 17. Poll #2 Do you tweet under your personal name or your company/brand? a) Personal Name b) Your Company/Brand c) Both d) I don’t use Twitter
  16. 18. Twitter
  17. 19. • The new blog (Micro-blogging) • Zappos: CEO Tony Hsieh has personal conversations and gives away product • Connects locally for events, giveaways, etc. • Fits perfectly with their customer-centric approach Twitter
  18. 20. Twitter
  19. 21. • Apple vs. Skittles example • Apple using consumers to do marketing for them • Skittles pulling real-time “#skittles” tweets into their corporate site • Lack of filtering had a negative effect Twitter
  20. 22. Offered free shipping and promoted in three ways: Twitter – Real Results – The Wine Library Twitter - Real Results - The Wine Library Initiative Cost Result <ul><li>Direct marketing mailing </li></ul>$15,000 200 new customers <ul><li>Billboard ad </li></ul>$7,500 300 new customers <ul><li>Tweeted the promotion on Twitter </li></ul>free 1,800 new customers
  21. 23. Widgets
  22. 24. • Excellent extension channel to any marketing campaign • Rich interactivity and “Viral” • On the Web with MySpace, Facebook, and Blogs • Also for Desktop (Yahoo, Apple, Google, AIR) • Not just B2C - also a strong tool for B2B marketing Widgets
  23. 25. Putting it all together on the Web
  24. 26. AT&T Team USA Soundtrack Campaign
  25. 27. <ul><li>• Most-recalled sponsor feature during the Olympic game broadcast (Nielsen IAG, 8/18 – 9/14/2008, reported in AdWeek 9/22/08) • Download proceeds generated $1 million for Team USA • Over 20k visits per day on English & Spanish Microsites • 27k downloads of Soundtrack widgets on Facebook and MySpace. </li></ul><ul><li>Over 3k iTunes click through per day on iPhone site • Video content received over 2 million views throughout AT&T’s 3-screens </li></ul>AT&T Team USA Soundtrack Campaign
  26. 28. 3D Explosion on the Web
  27. 29. Papervision 3D and Away 3D
  28. 30. 3D Navigation
  29. 31. Virtual Interaction with Product
  30. 32. 3D Viral Campaigns / Games
  31. 33. Augmented Reality
  32. 34. BMW Z4 in 3D Augmented Reality
  33. 35. / Going Beyond the Web
  34. 36. Interactive Exhibition
  35. 37. • Motion detection • Multi-touch ability • Collaboration with other users • Projectors, touchscreens, floor-based, tables, etc. • Tradeshows, in-store, store windows, museums, conferences, etc. Interactive Exhibition
  36. 38. 3D Immersion
  37. 39. Multi-touch Interactive Display
  38. 40. • “ Minority Report” type interaction • Microsoft Surface / Apple iPhone technology leading charge • No keyboard, no mouse • The future of digital interaction! Multi-touch Interactive Display
  39. 41. The Future of Interaction
  40. 42. Mobile Technologies
  41. 43. Poll #3 Does your brand have a reachable presence via mobile device? a) Absolutely! b) We have a mobile site c) We have some neat mobile apps c) I don’t think we have anything
  42. 44. <ul><li>Mobile Applications / Games / Music / Ringtones </li></ul><ul><li>• WAP sites </li></ul><ul><li>• GPS enabled </li></ul><ul><li>• Mobile Video increasingly popular </li></ul>Mobile Technologies
  43. 45. • Each month, 10.3 million U.S. mobile phone subscribers access video content via their phones — up 14% from 2007 • Among mobile video users, Apple’s iPhone is the most popular phone: as of Q3 2008, 11% of all streaming video users were using an Apple iPhone, and 35% of iPhone users reported regularly using mobile video (compared to about 5% of all mobile subscribers) Mobile Video
  44. 46. iPhone Interaction
  45. 47. <ul><li>• iPhone Penetration to grow 164% by 2010, as opposed to Blackberry dropping 7% </li></ul><ul><li>67% of total mobile internet traffic </li></ul><ul><li>36k apps and counting </li></ul><ul><li>• Redefining mobile games with Peer-to-Peer Bluetooth in Version 3.0 (Multiplayer games) </li></ul><ul><li>•  GPS enabled applications </li></ul><ul><li>ObjectiveC is the #2 most popular “new” language (behind ActionScript) </li></ul><ul><li>http://blogs.zdnet.com/Greenfield/?p=230 </li></ul>iPhone Interaction
  46. 48. • PDA, Mobile gaming, etc. • Thirty-six percent of heads of households play games on a wireless device, such as a cell phone or PDA, up from 20 percent in 2002 • 190 million households will use a next-generation video game console in 2012 • Of the above, 148 million households will have this console connected to the Internet http://www.grabstats.com/statcategorymain.asp?StatCatID=13 Other Mobile Devices
  47. 49. <ul><li>• Over 800 million mobile devices have a Flash player installed </li></ul><ul><li>Flash is supported on mobile devices including mobile phones, PDAs, gaming devices (PS3, Nintendo Wii, PSP and more), music players, and digital cameras </li></ul><ul><li>Flash 10 player and AIR player coming soon (increases reusability and promotes an engaging interactive experience while lowering the production costs) </li></ul>Flash on Mobile
  48. 50. Blurring the Line of Online/Offline
  49. 51. Interactive TV / Web Synchronizations
  50. 52. Interactive TV / Web Synchronizations • Data / Animations / Videos real-time synchronizations between TV and Web • Turn passive TV watching experience into interactive • More user experiences increase time spent with your story, and your brand
  51. 53. The Future of Desktop Marketing
  52. 54. Adobe AIR
  53. 55. • Bring the Web to the Desktop • Endless possibilities! • Leverage existing Web technologies like Flash, HTML, JavaScript, and Flex • Customized and personalized applications • Also a great tool for internal marketing communications and sales team Adobe AIR
  54. 56. Integrated Campaign
  55. 57. Integrated Campaign
  56. 58. • Technology channels really play along with the rest of a traditional marketing campaign • Critical in building awareness • Builds “viral” quality both online and offline • Holistic and integrated • R.O.I. trackable and measureable Integrated Campaign
  57. 59. Poll #4 <ul><li>As a marketing professional, are you dedicated to pushing your brand with emerging technologies? </li></ul><ul><li>Yes </li></ul><ul><li>No </li></ul>
  58. 60. Thanks! Q&A

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