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Born digital...the revolution 8 15-11
The document discusses the digital revolution and how it has changed marketing and consumer behavior. Some key points include: - People are engaging with digital/social media more than traditional TV networks. Nearly all consumers now research products online before purchasing. - The global marketplace is now one interconnected space where consumers can instantly access and share information. - Different generations interact with digital/social media in different ways, from "digital natives" to "digital immigrants" to "digital aliens." - Companies are increasingly relying on social media and see good returns on their investments in these channels to generate exposure, traffic, leads and partnerships. Understanding the digital landscape is now critical for business success.
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Born digital...the revolution 8 15-11
- 1. BornDigital … The Revolution Digital Marketing Alive Course Fall 2011 Lynchburg College School of Business and Economics ©2011 Dr Ira Kaufman
- 2. The Revolution Defined http://www.youtube.com/watch?v=3SuNx0UrnEo
- 3. Digital Revolution + Engage It + Experience It + Share It
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- 5. Statistics of theRevolution More uploads to YouTube in 60 days than all 3 major US networks created in 60 yrs 110 million tweets are sent per day on Twitter or 4+million per hour ( Twitter ) Facebook generates 770 Billion page views, 700+ Billion minutes, every month StumbleUpon (43%) has overtaken Facebook (38%) as #1 source for US social media traffic
- 6. Buying Behaviors Changed95% of consumers do not trust advertising 70% of Americans say they look at online product reviews before making a purchase 79% of consumers say they use a smartphone to help with shopping 83% of moms say they do online research after seeing TV commercials for products that interest them
- 7. Understanding the DigitalDynamic Global Marketplace Changes The Digital WHO Customer Mindset New Corporate Reality Customer Expectations Marketing in Transition
- 8. Global Marketplace ChangesGlobalization… one marketplace Interdependence Control of media; consumer is publisher Immediate access to news and information Very fast broadband speed Mobile access to satellite GPS Open source technology
- 9. Digital WHO DigitalNative born digital, think social, need to implement strategic Digital Immigrants think strategic, need to implement digital Digital Aliens think strategic, need to experience digital value Digital Integrators live digital, innovate strategic, need to integrate Digital Explorer use digital to navigate their world
- 10. Digital Targets Digital Natives Digital Immigrants Digital Aliens Digital Integrators Demographic 15-25 yrs 30-60 yrs 45-65 yrs 25- 60 yrs Company position Junior staff Senior executives , managers Senior executives , managers Consultants, Agencies Characteristic Open, inventive Searching Resistant Innovative Target
- 11. Social Media LiveUpdate http://www.personalizemedia.com/garys-social-media-count/ Clicking this link will show you how social media has been embraced. Notice the elapsed time.
- 12. Some Demographics 80+% Adult Internet Users have used Social Media 72% using Social Media <90 days Demographics +10hrs/wk: 30-39 yr (45%) 50-59 yr (39%) 67% of marketers plan on increasing use social media Social Media Industry Report 2009 by Michael Stelzner
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- 15. Social Media ProvidesValue Kellogg COO - we are tripling social media spending over the past three years and experiencing "great returns on this investment.” Tony Hsieh, CEO Zappos “ We are about 3 Cs: Clothing, Customer Service and Culture… Gross sales grew from $1.6M (2000) to $1+ billion (2008) by focusing relentlessly on customer service and culture – a potent digital marketing tool.” McDonald’s “Our head of Social Media is the customer” Lenovo “We achieved cost savings by a 20% reduction in call center activity as customers go to community website for answers “
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- 17. What Are TheResults? Generated Exposure 85% Increased my Website Traffic 63% Build New Business Partnerships 56% Generated Qualified Leads 48% *Source is Social Media Industry Report 2010 by Michael Stelzner
- 18. Your Challenges Develop a digital marketing strategy to generate a competitive edge Integrate and Optimize digital marketing with traditional marketing Evaluate the performance and return on investment (ROI) What results can I expect? ©2011
- 19. About the PresenterIra Kaufman, President, Ira combines 30 years of rich experiences with businesses and non-profits to guide them to leverage the power of social media for marketing, recruitment and organizational development. Ira collaborates with a team of experts to design interactive environments to by integrating traditional advertising, online marketing, public relations and social media. His strong values and sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive programs. Currently Visiting Professor, Lynchburg College School of Business and Economics. www.entwineinc.com LinkedIn: http://www.linkedin.com/in/irakaufman Facebook: http://facebook.com/irakaufman Twitter: http://twitter.com/ira9201