Digital Marketing

Old vs. New School

Topics Old School New School Buzz-cepts So you want to be a digital marketer? Questions & Discussion

Old School

Old School =Read Only

Old School =Irritating

Old School =

New School

Marketing by interrupting people isn't cost-effective anymore. You can't afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money.

Instead, the future belongs to the marketers who establish a foundation and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk.

- Seth Godin

New School =Social

Social networking has seen spectacular growth

New School =Contextual

New School =User-Generated

New School =The product is the marketing

We think the future of advertising is great products that have marketing embedded in them.

- Jeff Hicks, CEO, Crispin Porter + Bogusky

Old SchoolDigital Marketing

Clicking Loading… Marketing Trivial Individual Everyone

Experiencing Reading Targeted Relevant Networks Me

New SchoolDigital Marketing

Buzz-cepts

Digital marketing is all

about buzz-cepts

Search Engine Marketing

What it is.

Tools, tactics, and programs that help you market your company on Google—the next big media platform

Buzz.

Search advertising is the fastest growing advertising media ever. Anyone can now be an advertiser.

Realities for marketers.

Expertise in this extremely complicated field is limited. Price increases are killing the little guy.

Social Networking

What it is.

Sites and tools that connect people, usually around shared interests or demographics.

Buzz.

Many see social networks as the future of the web.

Realities for marketers.

Users resent ads in their social networks (extremely low ad click-thrus). No one has figure out how to make money from SNs.

Semantic Web

What it is.

Concept that the next generation of the web will be based on artificial intelligence.

Buzz.

If Web 2.0 is about people, Web 3.0 will be about machines (semantic web).

Realities for marketers.

Promise is as yet unknown…

Blogosphere

What it is.

The ever-growing network of blogs and personal websites.

Buzz.

The blogosphere is an influential and evolving network for news, information, and data and for getting the temperature of the public.

Realities for marketers.

The only people who read blogs are other bloggers…

Mobile Web

What it is.

Version of the Internet that is optimized for mobile phones, PDAs, and other communication devices.

Buzz.

The mobile web is potentially larger than the world wide web. Advances in mobile phones (the iPhone) will make mobile browsing a reality.

Realities for marketers.The VAST majority of mobile users do not have the capability to browse the web on their phone. Experience is not user friendly. Users hate mobile spam.

Web 2.0, 2.5, and 3.0

What it is.

Designations for the next evolution of the online experience. Also supposed to signify the next bubble.

Buzz.

Web 2.0 is the next Internet boom…Web 3.0 is the next Internet boom…

Realities for marketers.

None, really (except for sales presentations). Important to note that the web IS evolving.

So you want to get into

digital marketing?

Remember that digital marketing is still marketing.

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives.

Find the right company.

Learn. Experiment. Participate.

“Innovation distinguishes between a leader and a follower.”

- Steve Jobs