На чем стоится будущее рекламы: платные медиа vs. собственные медиа vs. заработанные медиа в 2014 году.

Dennis G. AdamovichMedia Arts Group Red Apple Moscow

Moscow

Years Ago… there was only…..

… now there are Digital Mad Men…. Requiring new thinking, new skills and new insights..!!!

Local Perspective

6Затраты на Интернет-Рекламу превышают все остальные

The new Story..!! 7

8Из уст в уста - надежный источник, однако не новый

Люди спрашивают друг у друга совета

Люди рассказывают о своем опыте

Sources: Ethnographic Research - Create with Context

Интернет работает в качестве усилителя

Позволяя охватить еще большую аудиторию

Появляется доверие к анонимному пользователю

Стирается грань между живым общением и интернетом

Рынок Интернет рекламы

Разница проникновения в Москве и крупных городах сокращается

*Источники: TNS Web Index, 2009-2012, Все 12-54, города 100К+

Охват, %

• Небольшие города остаются основным потенциалом роста Интернета

Города с населением до 1М активно растут

+3% +0%+11% +10% +11%

+15%+16%

*Источники: ФОМ, 2012, население России 18+

Пользователи используют по 2-3 устройства для выхода в Интернет

*Источники: TNS Web Index, Россия 100К+, Месячный охват, % от населения

Интернет уже второе медиа для молодежи

*Источники: TNS Russia M’Index , Россия 100К+, 19-35

Все 16+ Все 20-35

• Рост продолжается в первую очередь за счет старших поколений

Потребление сдвигается в сторону новостного и развлекательного контента

*Источники: ФОМ, всероссийский опрос,18+, 2012г.

- 5 п.п.

+ 9 п.п.

+ 7 п.п.

+ 7 п.п.

Изменение за последние 2 года

• Большее количество пользователей использует Интернет в качестве основного источника

новостей

Динамика аудитории мобильного Интернета

*Источники: TNS Web Index, Россия , Декабрь, 2012, Monthly Reach, 12-54, % от населения

Продажи смартфонов и планшетов активно растут

• По итогам 2012 года в России реализовано 12.6 млн.

смартфонов

• Продажи за год выросли на 60%

• Общее количество смартфонов в России 27,2 млн. шт.

• По итогам 2012 года в России реализовано около

2.5 млн. планшетов

• Продажи за год выросли в ~3 раза

• Общее количество планшетов в России 3,2 млн.

шт.*Источники: оценка МТС и J’son & Partners Consulting , 2012 год

В России Android – лидер среди ОС мобильных устройств

Доля продаж смартфонов по операционным системам

Доля продаж планшетов по операционным системам

• Сплит по ОС смартфонов повторяет глобальные тенденции

• В ОС для планшетов глобально лидирует iOS – 68%, в России Apple слишком

дорого стоит для подавляющего большинства населения *Источники: J’son & Partners Consulting , 2012 год

+14%+9% +2%+23% +10%+35%

Russia 2013

Hey Dude… Paid, Owned and Earned Media;A Paradigm Shift in the way brands see themselves and their Audiences! ..like …like ??

My brand is my buddy

IndependentsitesPartner sites Social

MediaChannel

Marketing

Retailco-op

marketing

Retail siteads

Retail loyalty

programsComparisonsite ads/ &

sponsorship

Review siteads &

sponsorship

SEO

SEM

Display

MobileSEM Mobile

Display

YouTubeSponsorship

FacebookDisplay

BrandedRetailer

SitesBrandedCarrierSites

ReviewSites

Countrydotcoms

GlobalDotcom

B2BSites

EmailMarketing

MobileSite

MobileSites

GlobalSNS

CountrySNS

Facebook YouTubeTwitter Facebook YouTubeTwitter

Audience Specific Audience Specific

PAID MEDIA

OWNED AND EARNED MEDIA

MobileSEO

YOUR BRAND

The Digital Ecosystem in 2013

What is POE!!!! 21

Definitions and Media Types 22

Earned media … and Social Viral Media example!!!

Guidance in Strategy by Influence consumer purchasing decisions

UK Consumers’ purchase behavior research, Nielson (2012)

Key Digital Influencer

Defining the Digital Marketing KPI’sWhat Key Performance Indicators are you Tracking?

Who are these people and why do I care?

26

Consumer Analysis – Internet Persona’s for your brand!

Brand BelieversPut trust in brands, and uses

brand names as a substitute for deeper research

Happening HipstersLatest trends and style of

products, guide their purchase behavior

Gadget GeeksLooking for the feature-rich

products with latest innovations

Ravenous ResearchersSeek third party research and

validation from consumer and professional reviews before purchasing

Frugal ForagersShop on price – they are looking

for a deal, or willing to wait for one

Basic BuyersLooking for basic functionality,

they are unimpressed by brands, trends or bells and whistles

Persona’s are the keystones and hallmarks of good web design!!

Persona 1: Brand Believers - Trend & Style

This consumer is most likely to be under the age of 35 and skews female.Values what’s hot and what’s not – and keep a close eye on celebrities/prominent sports figures.Spends a lot of time going out to bars and restaurants. She reads publications on celebrity lifestyle, gossip, fashion.Male Trend/style buyers consume publications with news in digestible formats and like to read about cars and sports. More likely to watch reality TV than are consumers in the other three segments. Consumes online and social media with great frequency and in great quantity. Heavy users of mobile apps and their mobile phones to access social media sites.

Sample Journey: Trend/Style Consumer

CONSIDER EVALUATE PURCHASE ENJOY ADVOCATE1

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Look at and play with/ use friends’ product , visit stores to see actual product. Make Facebook status “looking for new PRODUCT – suggestions?” Keep track of what friends have to saySearch on ‘best’ and ‘hottest’ + PRODUCT

Read consumer reviews and visit brand websites

Visit retailer website to see which desirable PRODUCTS they offer

Visit store to do one last comparison. Buy PRODUCT.

Visit PRODUCT Facebook page, Like, and make a post

Use PRODUCT

Rave about the phone on blog

Show off phone to fiends and family

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6

5

6Check in on Foursquare at the store to see if there are any deals for Foursquare users.

Persona 2: Happening Hipsters- BRAND CONSUMER

Most likely to be under the age of 35 and skews male. Likes to shop, cook, visit with friends, attend sporting eventsReading preferences tend toward news, sports, health, and quasi-educational publications such as National Geographic.Like to view TV about sports, news or nature. Like to read about food and cooking online. Voracious consumers of social media – particularly product reviews -- and are frequent users of mobile applications. They use many location-based applications as well as weather and sports mobile sites and applications.

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CONSIDER EVALUATE PURCHASE ENJOY ADVOCATE

Update Facebook status to “about to get my new PRODUCT”

Search on ‘best PRODUCT brand’

Visit websites from the SERPs and visit brand website. Make brand decisionVisit stores and see what brand PRODUCTS they had

Look for brand tweets to help narrow model choices

Search on ‘cheap + (brand) +(model)’ Click on SEM ad

Buy PRODUCT from SEM landing page

Use phone for location-based searching for PRODUCT accessories

Use phone to check in on Foursquare and become mayor of the store

Play games on phone while waiting in lines

Buy branded PRODUCT accessories at the offline retailer

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12 Visit brand site and make a blog contribution

Sample Journey: Brand Consumer

Persona 3: Frugal Foragers-Price Consumer

Price consumers are equally divided by under/over age 35 and evenly gender divided. Leisure-time preferences tend toward volunteer/charity work, reading, exercising, and watching videos or DVDs.Family-oriented / Least likely to read offline publications. If they do, they read about celebrities, sports and news. Online, Price consumers like to research products, read health topics, and catch up on the news. They are involved in social media, but not as avidly as the other three segments. The Price consumer likes to read and post product reviews online and share good deals with people they care about. They use their smart phones to check e-mail and find directions, but are unlikely to research products through mobile.

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CONSIDER EVALUATE PURCHASE ENJOY ADVOCATESearch on ‘best + cheap PRODUCT.’

Visit retailer websites from SERP and see what PRODUCTS are good deals

Visit brand sites

Read PRODUCT reviews on cnet

See display ad advertising a great value on a desirable PRODUCT

Click on ad and buy PRODUCT online from landing page

Use PRODUCT

Email friends/family link to PRODUCT deal landing page

2 3

4

1 5

6

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9 Demonstrate PRODUCT to friends/family

9

Sample Journey: Price Consumer

Persona 4: Gadget Geeks - Features

More educated than any of the other segments and are most likely to be over the age of 35. They’re more affluent, highly social, like to spend time restaurants & bars and visit with friends and family. Features consumers are the most career-oriented of the four segments.Have the most highbrow reading habits. Enjoy watching video on YouTube or and watch video via mobile phone also.Avid consumers of online reviews.Enjoy reading about travel & news online. Regularly uses mobile phone features: SMS, Text alerts, location-based banking and travel.

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CONSIDER EVALUATE PURCHASE ENJOY ADVOCATE Search on ‘most features + best PRODUCT’

Visit brand websites that show up in the SERPs

Look in Consumer Reports to compare PRODUCTS. Narrow choicesRead PRODUCT reviews. Narrow choices

Visit retailer sites to see who has the most desirable PRODUCTS

Buy PRODUCT online

Browse the web for PRODUCT accessories

Talk about (brag!) to co-workers about everything PRODUCT can do

Demonstrate PRODUCT to friends/family

Visit PRODUCT’s Facebook page and like

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Sample Journey: Features Consumer

Examples and Cases of Earned Media Campaigns!

How brands in India are leveraging social

Brands: Common challenges faced by social media marketersbased on discussion with 20 senior marketers in India

Tactical approach

87%

Lack of focus on the right opportunities

Disconnect on KPI’s

94% 81% 76%

Digital and traditional divide

78%87%

Dysfunctional processes + governance

Brands: Mixed results

Use online contests, offline programs and sticky content to drive engagement.

Consistent evaluation of engagement, engagingcontent, real-time conversations and customer support.

Brands: Standard Chartered Bankis using a unconventional branded channel to promote card products.

Brands: Successfully leverage video with interesting and relevant content

Sunsilk innovated with an interactive channel.

Brands like Samsung, Nokia and Axe have transferred their Facebook loyalty to YouTube

Brands: Entertainment channels dominate YouTube

Brands: Viral videos are finding favor with marketers and users

‘Big Idea’ concepts drive better viewership

What we learned about Samsung India

Content: Publishing a variety of formats to drive engagement

Use of video adds variety to posts on Timeline

Clear calls to action and shortened trackable links are ideal

Brand/Fan interaction inspires others to engage as

well

Community: Letting users post directly to FB wall

Community: Using Facebook’s features to the fullest

Mission and Community Rules are

clearly set forth

Includes other social links

Cover photo communicates

authenticity/national pride

Community: Responses are inconsistent across channels

Spam

YouTube

Amplification: Using keyword rich titles help direct users

How-to videos are often the most

popular on YouTube

Amplification: Descriptions not optimized for SEO

Tags should be keyword optimized for Search Engine Optimization

Overview: Hampton Hotels

Part of the Hilton family, Hampton has over 1,800 locations around the world including North America, Europe and India

Create a holistic strategy to drive business objectives

“Bringing guests and prospects closer to Hampton by building the brand and filling available moments with the essence of

Hamptonality around the world.”

Used insights to create multi-platform content

Original VideoEngaging Formats

Photo Assets

Published content across the Hampton social ecosystem

Drove conversation with community management

Proactively addressing customer service

Developing relationships with advocates

Cultivating conversation

Amplified reach with paid social

Promoted Tweets

Facebook Sponsored Stories

Driving measureable results for Hampton Hotels

© HSAd/iCrossing

2MYouTube Views in3 weeks

46% increase in

Earned impressions

over 3 months57%

increase in FB fans over

3 months

Case Study: Rolls-Royce Motor Cars

Rolls-Royce Motor Cars:A strategy to engage India, US, UK customersStrategy“Increase awareness and engagement by being wherever the audience is, inspiring them with creative content and innovative ideas.”

Objectives •Develop a presence across multiple platforms•Develop an integrated content strategy to increase depth and variety of engagements•Increase share-of-voice and engagement in targeted networks•Drive acquisition of target audience and develop advocacy

The Rolls-Royce social ecosystem

Facebook: Rolls-Royce’s largest community

Twitter: Snippets of inspiration

YouTube: A quarter of a million views

Google+: Brand new for 2012©

HSAd/iCrossi

ng

100,000 new

followers

Tumblr: Brand new for 2012

ASSIGNMENTBuild deeper, ongoing engagement with the LG Facebook community, increasing positive conversations and viral reach

iC SOLUTIONWe developed a social marketing plan to fuel consumer advocacy and increase social reach

Performed a social spaces performance assessment of LG and key competitorsCreated a social governance policy to ensure consistency and adherence to best practicesDeveloped monthly content calendar to drive ongoing engagement with various content types and formats

© HSAd/iCrossing

LG USA’s “Always On” social media strategy

We mixed up the content

We engaged in conversations with audiences

Resulting in a 220% increase in engagement

Average of 7.5 million

earned impressions per month

Food Fight campaignto drive awareness of the Door-in-Door fridgeASSIGNMENTDevelop a social media campaign that drives user engagement while generating awareness of LG’s Door-In-Door French Door Refrigerators

iC SOLUTIONLG’s Food Fight pits four foods against each other in a virtual battle for the last spot in the Door-In-Door refrigerator

Interactive Facebook tab where users choose their own path of funny video battles inside the fridgeFood “bio” videos are fun and entertaining while communicating the key benefit of the Door-In-DoorSupported by a contest, paid media support and LG community management

RESULTSThe campaign is successfully delivering on key engagement

metrics for the campaign including total engagements, videos views and time spent with the experienceSocial engagements surpassed 133% of the goal and time spent

surpassed 167% of the goal

whats next..???

Введение. Услуги. Возможности!

2013 год

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новый Digital-игрок на рынке

Партнерство, сложившееся между iCrossing и Media Arts Group на территории СНГ

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 75

Стратегии, полный спектр услуг и возможностей

Digital это наше ДНК

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 76

Полный комплекс обслуживания

Партнерский Маркетинг

Социальные сети

МобильныйТехнологии Веб-разработкиАналитикаКонтекст рекламы

Сканирование электронного микроскопа

Дисплей

Если это Digital, мы сделаем это

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 77

850 отобранныхспециалистовПризнанные самыми прогрессивными мыслителями этой индустрии

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 78

40+ 500 счастливых партнеров

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>10 основных сертификатов

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 80

ПремииРабота с клиентамиForrester называет нас «стопроцентными»Мы № 1 в глобальном поиске

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 81

1 миссия: Построить связанные бренды

Связанный бренд создает тесную связь со своей аудиторией, будучи видимым, практичным, удобным, интересным и приятным.

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 82

Наши зоны обслуживания…

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Offices Partnerships * Expanding partnership footprint

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Цели партнерстваСтать ведущим игроком в растущем рынке Digital в России.

• Знание местного рынкаДоступ к интегрированных маркетинговых услуг в творческой, BTL, спортивный маркетинг, средства массовой информации, теле-производства и другие услугиСпециалисты, ресурсов, инфраструктуры

• Расширенный стратегический подход к цифровымтехнологиям в поиске, SEM, SEO, SMM и др.Coca-Cola, LG, Unilever, и многих компаний из Fortune 500. Глобальное присутствие сети, способной обслуживать все регионы мира

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iCrossing – ключевые факты Полный спектр услуг цифрового маркетингового

агентства, который объединяет таланты и технологии для создания брендов.

Мы единица Hearst Corporation, одна из крупнейших диверсифицированных в мире медиа-компании

19 международных офисов.

40 + Fortune 500 марок.

850 специалистов

Media Arts – ключевые факты• 7-ая коммуникационная группа в России. № 3 в BTL. В

ТОП-5 в Digital.

№ 1 держит интегрированный маркетинговых коммуникаций. 30% от оборота для комплексных проектов

Годовой оборот - 250 млн долларов.

200 + клиентов в группу компаний. 500 сотрудников +.

Области специализации: цифровой, BTL и трейд-маркетинг, СМИ, спортивный маркетинг, творческий производства.

Some of the MAG digital clients

Наши услугиМы предоставляем маркетологам пакет Online Marketing Suite, чтобы эффективно создавать, измерять и управлять эффективностью кампании по всем каналам (онлайн и оффлайн).

Цифровая стратегия + планированиеМедиапланирование + покупателиSearch Marketing программы (SEM)Social Media Marketing (SMM)Search Engine Optimization (SEO)CRMМобильный маркетинг

Creative Design + Experience + Технологическая платформа + Application DevelopmentВ режиме реального времени аналитика + Оптимизация кампании

Спасибо за внимание!

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Thank You!!!!

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