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Digital Marketing

Digital Marketing. Digital Marketing Consumer Framework. Traditional Media. Traditional Digital Marketing. Social Media. Mobile Media. Results. Banner/Display Ads Endemic- Edmunds/KBB Search- Google/Bing Lifestyle- Golf, ESPN Brand / Dealer / owner websites SEO Google / Yahoo / MSN

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Digital Marketing

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  1. Digital Marketing

  2. Digital Marketing Consumer Framework Traditional Media Traditional Digital Marketing Social Media Mobile Media Results • Banner/Display Ads • Endemic- Edmunds/KBB • Search- Google/Bing • Lifestyle- Golf, ESPN • Brand / Dealer / owner websites • SEO • Google / Yahoo / MSN • Email • Blogs • Podcast • Facebook, My Space • Flickr, You Tube • Wikipedia, Twitter • RSS • Video • Gaming • 2nd Life • UGC • Aps • Advertising • Activation • Gaming • Dealer locate • Click-to-connect • Contests • Service reminders • Text/SMS • Local event notifications • Rich media downloads • Brand Awareness • Purchase Intent Analytics: Leveraging insights to drive relevant messages to consumers at the right time across all platforms

  3. Digital driving consumption change In 2010, 221 million people in the US will be online, about 71% of the total population

  4. Internet: Influencing Auto Decisions Social media is fast becoming the key “word of mouth” driver and key conversation enabler between Friend/Relatives and buyers Source: JD Power 2009 Source: CNW Marketing/Research

  5. Online Video is growing

  6. Online Video: Scaling and Influencing 68% of Americans online watched a video last month YouTube Dominates Impacting the shopping process 20+ hours of video are uploaded every minute

  7. Consumers are moving to Mobile

  8. Mobile- Flexibility & Portability

  9. Mobile = Indispensible Access • 1 of every 7 minutes of media consumption today is through a mobile device • Half of all new internet connections come from mobile devices • #1 Feature on all smart phones • Mobile phones will surpass PCsas the most common Web access device in 2013 Source: IDG 2009 Source Gartner 1/10 Source: Millenial Media- SMART- November-2009 Source eMarketer 2009 Source: August, Smartphone Leave Behind; UM, AOL and Questus study

  10. Mobile-Summary

  11. Gaming: Ready for Primetime 68% of American households play computer or video games - and climbing* Gaming Households North America Number of Online Gamers North America, Console & PC (in MM) 65%2008 68%2009 2003 2010 2014 NA online gaming will grow significantly in the next 5 years to over 175 million gamers** *Entertainment and Software Association, 2008 & 2009 **DFC Intelligence. Online Game Market Forecasts, 2009

  12. Online Auto Research Evolution Shoppers want video Shoppers use mobile “Mobile is heavily used while shopping and on dealer lots (40% of all use of Cars.com App)” – JD Power Video Reviews add site, sound, and motion to the research process 400,000+ video views on New Grand Cherokee on YouTube now Source: eMarketer

  13. Traditional Digital Marketing

  14. Online Auto Shopping Ecosystem 3rd Party Sites Targeting Search Engines “The Front Door to the Internet” Yahoo, Google, MSN 11 Billion US Searches a Month Google Dominates: 71% 84% of Auto Shoppers start with search “Trusted Advisor” Edmunds, KBB, Yahoo Autos 71% New Car Shoppers use a 3rd Party site to research 61% Never go to an OEM site 55% Change their mind after research “Right Audience, Right Time, Right Price” Cadreon, Specific Media, Collective Target Intenders Gain effective reach Behavioral, Retargeting, Contextual, Database, etc. Fast Facts Source: comScore Media Metrix April 2010/JD Power 2009

  15. Building Awareness

  16. Building Awareness Yahoo! Health – “Children’s Health” Women Fitness

  17. Building Awareness Con’t

  18. Building consideration within the Funnel..TopBottom Upper Funnel Mid- Funnel Lower Funnel

  19. Paid Search – Own The Page • Extending rich media messaging delivery within search environment PAID Sites: Google, Yahoo, MSN

  20. Key Message Delivery Deliver messaging to drive site side conversion Prevents competitors from messaging your audience Last chance to deliver “why buys” Messaging to drive lower funnel activities

  21. Emerging Trends & Challenges

  22. Today

  23. Evolution of Display media buying Display 3.0 Display 1.0 Display 2.0 Buying audiencesinstead of inventory at scale Individual web sites Aggregation (proliferation of networks) Data drive audience targeting Inventory as proxy for audience ACCESS TO ONLINE UNIVERSE SILO APPROACH

  24. Display 2.0: Massive Inventory Fragmentation Publishers Financial News Auto Research • Social Network Advertiser Networks Vertical • Performance Long tail • More publishers and networks to buy from… • Still buying content; or behaviors with limited scale

  25. Display 3.0: ~ 1 to 1 Advertiser Custom audiences Predictive bid optimization Universal frequency cap Audience analytics Predictive Segments Email Sub Database Search Retargeting Owner Info Database Proprietary Third-Party Advertiser • Leverage proprietary, third-party and advertiser data • Target custom audiences, not pre-packaged audiences • Purchase individual impressions, at the right price

  26. Grand Cherokee Digital Archetype • Male skew , Age 45 – 66 , Affluent Baby Boomers • Business Travelers • Sports Fans • Outdoor Enthusiasts • Golf & Tennis • Health and Wellness • / Trendy homemakers/ Home & Gardens • / Pet Owners • Mass Affluent ($95K-$143K)/Big Spender ($111K)

  27. Back Up

  28. Emerging Trends

  29. Social Media Landscape

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