Digital Marketing in The Pay to Play Era

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Information about Digital Marketing in The Pay to Play Era
Marketing

Published on July 21, 2014

Author: alfrost

Source: slideshare.net

Description

How marketing is changing in the digital era, with perspectives on how consumers and buyers interact with brands,the shifting role of social media and some considerations for the future. As presented at Marketing Week Live in London in June 2014.

Digital Marketing in the Pay to Play Era with Allister Frost Course Director, CIM

Allister Frost allister@wildorangemedia.com

1 What Changed? 2 Digital Society 3 Top Considerations

What Changed?1

Bye Bye Organic Reach 16.0% 12.6% 10.2% 7.8% 6.5% Feb 2012 Sep 2013 Nov 2013 Dec 2013 Mar 2014 Median Organic Reach of Facebook Posts Among Facebook Pages Worldwide % reach per fan Source: Socialbakers, April 2014

Once Upon A Time on ‘The Facebook’

2014: The Facebook Newsfeed Algorithm I P C W R Interest Interest you have in the creator Post Post’s performance with other users Weight Type of post (status, photo, album, link) Recency How new is the post Creator Past performance of the content creator with other users x x x x Facebook Newsfeed Visibility = 100,000 other personalised signalsx

The Good News: Engagement Levels are Rising Less reach, but more engagement Source: EdgeRankChecker.com

How Our Media Options Have Shifted BEFORE OWNED PAID 2009-2013 OWNED PAID EARNED 2014 OWNED PAID EARNED NATIVE ADS PAY TO PLAY Source: Wild Orange Media Ltd REACH

Digital Society2

Today’s Digital Consumer HYPERINFORMED

Today’s Digital Consumer HYPERCONNECTED

Today’s Digital Consumer CLOUD-FUELLED

Today’s Digital Consumer CO-CREATING

Today’s Digital Consumer EMPOWERED

Today’s Digital Consumer IN CONTROL

The Modern Marketer’s Role? The New Marketing

Top Considerations3

Choose Your Direction

Social Everything

We Use Mobile When We Are Source: comScore, Mobile Future in Focus, August 2013 Share of Browser-Based Page Traffic by Hour by Platform

Responsive Everything

Rich Images Dominate Photo 75% Link 10% Status 6% Album 4% Video 4% Primary Type Of Content Posted by Facebook brand pages, March 2014 Other 2% Source: Socialbakers, based on 1.3m posts from 30,000 Facebook brand pages

Big Images, Flat Design Facebook Twitter Google+ LinkedIn Fitbit.com

Full screen HTML5 video

Little Big Details

Towards Better Predictive Content Big Data Insights Predictive

Keep Social Honest Buyers trust people, not businesses Loyalty hinges in trust being high Marketers must fuel trust through ethical marketing Read more: www.keepsocialhonest.com Source: CIM / YouGov 62 PERCENT FIND IT DIFFICULT TO KNOW IF BRANDS ARE USING QUESTIONABLE METHODS ON SOCIAL MEDIA 12 PERCENT HAVE LOW CONFIDENCE IN WHAT THEY SEE ON SOCIAL MEDIA 38 PERCENT FIND IT EASY TO TELL THE DIFFERENCE BETWEEN COMMERCIAL AND NON-COMMERCIAL METHODS ON SOCIAL MEDIA 47 PERCENT WOULD CHANGE BEHAVIOUR IF A BRAND WERE MANIPULATING SOCIAL MEDIA

End of an Era

The Death of Organic Reach? 16% 6% 2% 0% ?

Get Great At Advertising (again)

Make Smart, Agile Channel Choices

Intellectual Property All training materials provided by CIM Learning and Development remain the intellectual property of The Chartered Institute of Marketing or its partners, who assert their right to worldwide copyright unless specifically agreed otherwise in writing. © Wild Orange Media Ltd and The Chartered Institute of Marketing 2014 If you have any questions arising from this talk, you can email me via: askthecoursedirector@cim.co.uk

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