THE FUTURE OF THE ONLINE

MARKETING CAMPAIGN

Adam Q. Holden-Bache Social Cruise

December 3, 2010

A connected series of coordinated

efforts designed to achieve a goal

Campaign

Personalized experiences based on previous interactivity?

Engaging leads and customers cross-channel?

True one-to-one marketing?

Ultimate Goal for Marketers?

By today’s standards, what channels are considered part of a typical online marketing campaign?

• Web?• Email?• Search?• Social?• Others?

Current Campaign Channels

What channels will become standard in future online marketing campaigns?

• Video?• Mobile• GeoSocial?• Content Marketing?• User Generated Content?• Others?

Current Campaign Channels

SOCIAL MARKETING

- Requires average of 3+ years to integrate social media into corporate marketing structure- Less than half of those with 3+ years experience are fully integrated.

DISCUSSION:- How long will it be before social media will be fully integrated into the marketing picture at the majority of businesses?- What will happen once social media is standard practice and pervasive?

Campaign Evolution

http://www.emarketer.com/Article.aspx?R=1008069

EMAIL MARKETING

- 42% of active social networkers check their email account four or more times a day, compared to just 27% of their non-networked counterparts

DISCUSSION:- Will email marketing become more or less relevant over time?- Will email and social (cross-channel) communications merge for personal AND professional communications?- Will “white label” systems like Facebook Messages deter marketers from using email?

Campaign Evolution

Campaign Evolution

SEARCH MARKETING

- Forrester predicts paid search marketing spending to rise from 14.96mm in 2010 to 26.51mm in 2014.

DISCUSSION:- Does social marketing devalue search?

- Will social search capabilities eventually kill search engine marketing?

Campaign EvolutionMonthly Searches

88 billion

24 billion

8.4 billion

2.4 billion

VIDEO MARKETING-35 hours of video now uploaded to YouTube each minute- YouTube serves 1 billion videos a day- The average person watches 182 online videos per month

DISCUSSION:- What role does video play in the digital marketing space?- Will video be as effective once it’s being used by more marketers?

Campaign Evolution

MOBILE MARKETING

- Mobile marketing to grow at a 40% compound annual growth rate over the next 5 years.- Mobile marketing revenue expected to reach 24 billion by 2013

DISCUSSION:- When will mobile marketing become standard practice in the US?- How will mobile marketing influence social behavior?

Emerging Channels

LOCATION/GEO-SOCIAL MARKETING

- Only 4% of online adults use geo-social services

DISCUSSION:- Will accessibility to geo-social/check-in data empower marketers to focus on local marketing?- Is push marketing in the future for mobile marketers?

Emerging Channels

CONTENT MARKETING

- 60% of marketers play to increase their spending on content marketing

DISCUSSION:- Will all brands need to become content publishers to survive?- By providing all this content are we shortening or lengthening the sales cycle?

Emerging Channels

USER GENERATED CONTENT- 95.3 million people created content this year

DISCUSSION:- In what ways does user generated content help marketers?- Have consumers come to expect the ability to interact, comment or participate in a brand’s online presence?

Emerging Channels

Tools

HOW WILL WE MANAGE OUR CAMPAIGNS?

- An all-in-one platform?- Multiple platforms all connected via API?- Multiple platforms with a dashboard interface?

Tools

Tools

WHAT TOOLS WILL EVOLVE TO LEAD THE WAY IN PROVIDING CAMPAIGN MANAGEMENT SOLUTIONS?

- Email Service Providers?- Search Tools?- Social Media Management Platforms?- CRM Systems?

The future of marketing:

- challenging - cross-channel

- dynamic- real-time- engaging

THANK YOU

Adam Q. Holden-Bache8701 Mallard Creek Dr.

Charlotte, NC 28262704-706-2670 x200

adam@masstransmit.com

Twitter: @adamholdenbache