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Internet Strategy Summit Forum – Mapping the Digital Landscape: A Strategic Guide

Presented by Geoffrey Ramsey, CEO of eMarketer

Data can be made to say anything you want.  People don’t trust advertising or marketing.

The growth rate for total media spending is only 3.3%.  The growth in traditional media – radio, tv, print is negative.  All the growth is online.  eMarketer is predicting 22.2% growth in online media spending, which includes online video and rich media.

Advice: Learn about communities. Test new marketing concepts without spending much money.

73% of online americans watch video online.  27% of online americans watch full length tv shows online.  47% are more engaged in the ads and 25% more engaged in the show than with traditional tv.  However – the audience is much smaller and spends less time per day watching.

Advice: Spending on online video ads should increase. They allow more measurability, target-ability and share-ability.

There are a few ways to use online video:

  1. Post video footage of your products and services on your website.
  2. Post video ads on content video sites (YouTube, etc.).  Relevancy is key.
  3. Create webisodes (ex. Will It Blend)

30% of US marketers are using blogging as a tactic.  Watch for what people are saying about your company.  It may appear higher in search results than what you say.

Strategies for social networking:

  1. Look, Listen, Lounge, Learn
  2. Advertise – Improved Targeting
  3. Advertise on smaller niche sites – be relevant
  4. BYO (build your own) social network – remember its not about your product or service – create something of value to your customers

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Internet Strategy Forum Summit – Evolution of CRM

Presented by David Placier, VP of Marketing, Disney.com

Definition of CRM – Customer Relationship Marketing

  • Differentiating marketing treatment and/or service level for an individual or group
  • Differentiating in order to optimize customer value to company
  • ROI based
  • Targeted effort, not mass

Customer value = income you receive from an individual – expenses acquiring, servicing and marketing to individual

When CRM started isn’t clear – Local shops use CRM by giving you different suggestions and service depending on what they know about you from past purchases and visits.

Direct mail credit card acquisitions change their offer based on your credit score, your assets, your zip code, public data about you.  They change their investment and marketing treatments based on this information.

Airline customer loyalty programs give premium seats and have separate lines for their best customers.

Online

Advertising – display location – where you surf may define which treatment group you get, but site experience is not differentiated by customer value or characteristics.

Search advertising is differentiated by treatment group – what you are saying, where you are landing, what you are searching for.

Product recommendations are characterized by previous choices, but maybe not by value and this experience is available to anyone.

With social media, find opinion leaders to treat differently and they will buy more, say more and influence more.

Future of CRM

  • Personalization
  • Optimization
  • Addressability
  • Commonly available data
  • Cross device/platform continuity

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