Cashing in on the Top 10 Hottest Areas of Digital Marketing

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Today’s Speaker

• Bringing together buyers and sellers of digital marketing solutions

• Consulting and representation for marketers, agencies, media companies and technology providers

• 5 years as VP, Marketing & Strategic Partnerships at Resolution Media, a top SEM under Omnicom

• 5 years running Midwest sales at L90/MaxOnline, an early ad network that got bought by Excite, then Ask Jeeves, then IAC

• Blogs extensively at DigitalSeaChange.com and GoodURLBadURL.com

Aaron Goldman, Founder & Managing Partner of Connectual

Image Source: http://connectual.com/about/

Agenda

• Industry Outlook

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Agenda

• Industry Outlook

• 10 Hottest Areas of Digital Marketing & How to Cash In

Image Source: http://scrapetv.com/News/News%20Pages/Games/Images/crystal-ball.jpg

Agenda

• Industry Outlook

• 10 Hottest Areas of Digital Marketing & How to Cash In

• Q & A

Image Sources: http://scrapetv.com/News/News%20Pages/Games/Images/crystal-ball.jpghttp://www.dietpower.com/images/microphones_314.jpg

Industry Outlook

Image Source: http://i192.photobucket.com/albums/z221/agoldman3/Obama8Ball.jpg

Digital Marketing is Growing!

Image Source: http://blogs.forrester.com/marketing/2009/07/interactive-marketing-nears-55-billion-advertising-overall-declines.html

Digital Marketing is Growing!

Image Source: http://blogs.forrester.com/marketing/2009/07/interactive-marketing-nears-55-billion-advertising-overall-declines.html

Where’s the Money Going?

Image Source: http://blogs.forrester.com/marketing/2009/07/interactive-marketing-nears-55-billion-advertising-overall-declines.html

Can We See That in a Pie Please?

Source: http://blogs.forrester.com/marketing/2009/05/interactive-budgets-are-growing-at-the-expense-of-offline.html

Can We See That Again?

Image Source: http://blogs.forrester.com/marketing/2009/07/interactive-marketing-nears-55-billion-advertising-overall-declines.html

Can You Break Down Display?

Source: http://www.iab.net/media/file/IAB_PwC_2008_full_year.pdf

10 Hottest Areas of Digital Marketing & How to Cash in

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Local

Image Source: http://www.psfk.com/wp-content/uploads/2009/04/hyperlocal.jpg

10

Local

Image Source: http://www.google.com/search?hl=en&safe=off&rlz=1B3GGGL_enUS323US323&q=lamp+&aq=f&oq=&aqi=g10

You Don’t Have to be a Local Marketer to Localize your Marketing!

Local

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You Don’t Have to be a Local Marketer to Localize Your Marketing!

Mobile

Image Source: eMarketer Chicago Breakfast Aug. 2008

9

Mobile

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Give the People What They Want!

Sponsor:

Mobile

Image Source: http://www.apple.com/iphone/apps-for-iphone/staff-picks/whole-foods-market-recipes.html

Give the People What They Want!

Multivariate Testing

Image Source: Omniture OMMA Hollywood 2009

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Multivariate Testing

Image Source: Omniture OMMA Hollywood 2009

8

Multivariate Testing

Image Source: http://www.omniture.com/en/product_tours/offermatica/mvt?fc=true&v_id=457475

Let Automated Tools do the Math for You!

Creative

Image Source: http://www.doubleclick.com/insight/pdfs/dclk_2008benchmarks_0906.pdf

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Creative

Image Source: http://www.doubleclick.com/insight/pdfs/dclk_2008benchmarks_0906.pdf

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Dynamically Assemble Your Ads on the Fly!

Creative

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Networks/Exchanges

Image Source: http://www.doubleclick.com/insight/pdfs/dclk_2008benchmarks_0906.pdf

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Networks/Exchanges

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Don’t Waste a Single Impression!

Behavioral

Image Source: http://www.mobilestorm.com/digital-marketing-blog/wp-content/uploads/2008/12/behavioral-targeting.jpg

5

Behavioral

Image Source: http://www.cardlytics.com/demobank/

Use E-Commerce Data and Focus on Recency!

Analytics

Image Source: http://www.mvps.org/st-software/Movie_Collection/images/11665f.jpg

4

Analytics

Image Source: Resolution Media 2009

Don’t Obsess over the 2% that Convert. Obsess over the 98% that Don’t!

10,000 Clicks

174 Sales

9,826Missed Opportunities

10%

9%

8%

7%

6%

5%

4%

3%

2%

1%

0%

Per

cent

of S

ite

Vis

itors

Video

Image Source: http://videoegg.com/files/pdf/making_net_work_better_for_brands.pdf

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Video

Image Source: http://adlab.microsoft.com/Video-Hyperlink/

Slow the Roll and Pay for Engagement!

Search

Image Source: http://blog.seattlepi.com/microsoft/archives/173780.asp

2

Search

Image Source: http://www.google.com/insights/search/#q=mcdonalds%2Cburger%20king%2Cwendys&geo=US&date=today%2012-m&cmpt=q

Use Search Data to Inform Other Media!

Social

Image Source: http://siteanalytics.compete.com/facebook.com+myspace.com+twitter.com/

1

Social

Image Source: http://i192.photobucket.com/albums/z221/agoldman3/Goldman107.jpg

Crawl Before You Walk & Listen Before You Talk!

Additional Resources

• TinyURL.com/Connectual– More Color Commentary on the 10 Hottest Areas

of Digital Marketing

• DigitalSeaChange.com– Digital Marketing Blog

• TinyURL.com/adtechChicago– 9/1 Keynote Panel “The State of the Industry”

Image Source: http://www.ad-tech.com/chicago/session_detail.asp?refad=1&session=1035

Q & A

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