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Successfully Tackling Emerging Marketing Trends Emerging marketing key trends discussed in this webcast presented by Eric Waldinger, SVP, Group Managing Director of Aquent are... > Social Media: Social networks have almost caught up with search engines for Internet visits, with 70 percent of Internet users reporting that online reviews influence their buying decisions. Brands need to be strong in SEO, SEM, and SMO (social media optimization). > Mobile Marketing: In 2014, mobile Internet usage is expected to overtake desktop Internet usage. This is compelling brands across all verticals to invest in mobile marketing that engages consumers in new and interesting ways.

Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

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Emerging trends in social media and mobile marketing are sparking tremendous demand for key digital marketing talent. Despite these trends, only 16 percent of businesses say they have the right people in place for their digital marketing needs. In this interactive presentation, you'll hear about these intriguing new trends and the key roles needed to capitalize on these new opportunities.

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Page 1: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Successfully Tackling Emerging Marketing Trends

Emerging marketing key trends discussed in this webcast presented by Eric Waldinger, SVP, Group Managing

Director of Aquent are...

> Social Media: Social networks have almost caught up with search engines for Internet visits, with 70 percent of Internet users reporting that online reviews influence their buying decisions. Brands need to be strong in SEO, SEM, and SMO (social media optimization).

> Mobile Marketing: In 2014, mobile Internet usage is expected to overtake desktop Internet usage. This is compelling brands across all verticals to invest in mobile marketing that engages consumers in new and interesting ways.

Page 2: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

This material is confidential, and should not be shared with anyone other than the intended.

2011 Emerging Trends

Page 3: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Agenda

The new marketing challenges for advertisers

5 new job types to meet the challenges– UX designer– UI designer– Social media planner– Integrated search manager– Analytics manager

Conclusion

Questions

Page 4: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends
Page 5: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends
Page 6: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Major Trends3

Page 7: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Convergence of SEO and Social Media

IndustryShare of French

Internet VisitsShare of UK

Internet Visits

Search Engines 14.72% 12.16%

Social Networks and Forums 12.85% 10.61%

Entertainment 12.08% 11.80%

Shopping and Classifieds 8.44% 8.74%

Business and Finance 6.60% 6.48%

Webmail Services 6.52% 3.63%

News and Media 3.31% 6.20%

Sports 2.32% 3.09%

Travel 2.05% 3.34%

Education 1.84% 2.66%

Source: Experian Hitwise

Page 8: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Convergence of SEO and Social Media

VS.

Page 9: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Top 10 Visited US WebsitesWebsites for the industry “all categories,” ranked by visits for the week ending 09/03/2011.

Rank Website

1 Facebook

2 Google

3 YouTube

4 Yahoo! Mail

5 Yahoo!

6 Yahoo! Search

7 Bing

8 Gmail

9 msn

10 Windows Live Mail

10.21%

7.68%

3.08%

2.79%

2.57%

1.38%

1.35%

1.21%

0.94%

0.91%

Visit Share

Page 10: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Convergence: Most Reliable Source of Information

50%

23%

13%

Internet

TV

Newspapers

Page 11: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

#2 Mobile Marketing

Stores:

App StoreApple iPhone

Android MarketGoogle Android

Software StorePalm

App WorldBlackberry

App CatalogPalm/HP

Windows Marketplace

Windows Mobile

Launched:Jul 10, 2008

Launched:Oct 22, 2008

Launched:Dec 16,

2008

Launched:Apr 1, 2009

Launched:June 6, 2009

Launched:June 6, 2009

225,000 Apps 70,000 Apps 5,000 Apps 2,779 Apps 2,000 Apps 1,083 Apps

On these six stores, more than 305,862 apps are available

Page 12: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Mobile Marketing

There is a life after the iPhone!

Apple’s activations are up to 300,000 per day,

according to Steve Jobs.

Same figures for Android, according to Google.

Page 13: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Source: Gartner

Android already eclipsed Apple’s OS.

Mobile MarketingYes, there is life after the iPhone!

50

45

40

35

30

25

20

15

10

5

02009 2010 2011 2014

Android AppleResearch In Motion

Microsoft

Page 14: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Mobile Marketing

Over the last 5 years, mobile marketing has turned

from a nice to have to a must have. 

Tactical approach

Tests of the mobile media

Messaging, still banners, mini-sites

Strategic approach

Integrated digital strategies

Dedicated teams, sites, applications, creation, UX

Within 3 to 5 years users will connect to the Internet with mobile devices more than with personal computers.

2006

Source: Morgan Stanley, Nielsen, Cisco

2011

Page 15: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Integrated User Experiences

VS.

Page 16: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Integrated User Experiences

1 2 3

4 5 6

Page 17: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

UX Designer

Page 18: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

UX Designer

Objective: To create a process that is easy for the end users to navigate Make it easy for a user to take the action that is most beneficial to the

company

Role: Create personas, scenarios, or storyboards to communicate user

behaviors, motivations, and goals Create content organizations and information architectures Model user behavior and interactions through process diagrams, task

flows or interaction diagrams

Action: Create the optimal user experience Create a flow that sends the user to take the best action

Page 19: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

UX Designer

External Communities

Web Analytics UX Designer

Internal Communities

Mobile

The User

Internet

Page 20: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

UI Designer

Page 21: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

UI Designer

Objective: Facilitate the user’s path

Create branding and consistent look and feel

Role: Participate in the design and

implementation of interface

Design the structure, taxonomies and navigation of the systems from the most effective point of view for the users

Websites, mobile, widgets, mobile applications

Action: Create best converting sites

Design based off brand

1 2

3

Page 22: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

UI Designer

Semantic

Digital Ergonomics

Visual Design

User Profile

Brand Identity

Technology

UI Designer

Page 23: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

UI Designer: Wireframe

Page 24: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

UI Designer : mapsFunctional Map Wireframe

Start

END

Anotherroute?

Select a route that crossesthe destination exit's edge

Project vectors from the shoved route'sjoints on the previous and next edges

Identify a line PLF

Lastroute?

Add generated PLF'sif generated more than one

No

Yes

Yes

Page 25: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

UX or UI?

Page 26: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

UX or UI ?

Monitor creation for

design

Analyze Plan

Profile Users and Personas

Create Wire frames and mock ups

Prototype different

apps

Support the technical

implementation

UX UX

UIIntegrating a UI designer upstream of the design improves the profitability of projects (quality / time)

Create maps and

flow

HTML/CSS

Page 27: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Social Media Manager

Page 28: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Social Media Manager

Objective: Grow the brand on social networks

Integrate social media marketing to global marketing strategy

Role: Coordinate all spontaneous communities that talk about the brand

Building and managing brand communities on social networks

Action: Create communities

Create and distribute branded messages

Provide support for the communities

Measure the results

Page 29: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Social Media Managers

External Communities

Respond to Questions/ Concerns

Internal Communication

Reaction

Marketing

Internet Communities

Social MediaManager

Page 30: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Social Media Manager

Quantitative: Number of communities, community size, growth rate of

communities, native or created

Number of discussions, videos, views, votes, photos posted, shared content, frequency of exchange

Evolution of the position in search engines (SMO)

Qualitative: Evolution of branding

Provide consumer information on products / services

Page 31: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Integrated Search Manager

Page 32: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Integrated Search Manager

Objective: Increase website traffic & brand communities.

Generate leads (basket, number of e-commerce purchases, number of visits)

Ultimately improve the ROI of the digital brand

Responsibilities: Design and implement the acquisition strategy of traffic:

– SEO

– SEM

– SMO

Page 33: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Integrated Search Manager

SEO

1SEM

2

SMO3

Page 34: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Integrated Search Manager

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Social Networks

Web Development

Tracking

SEO

SEM

Marketing

Search Manager

Integrated Search Manager

Page 37: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Analytics Manager

Page 38: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Analytics ManagerObjective: Improve the performance of a digital projects and the results of a project /

brand / business on the web

Responsibilities: Measure: performance depending on the purpose of each site / operation Analyze: the levers for improvement Optimize: profitability (recommend improvements to traffic teams /

search / development)

Expertise: Analyze the behavior of visitors to a website (user experience) Analyze of databases and statistics Select KPIs and measurement tools web (certification required) Recommend guidelines Integration of data obtained in the global monitoring tools and transverse

of the company

Page 39: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

Social Networks

Marketing: Traffic

Acquisition and Conversion

R&D and Technology

(Measurement Tools,

Development)

Understanding the Strategic Directions of the Company

Analytics Manager

Analytics Manager

Page 40: Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

CONCLUSION