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Web Marketing 2.0

Web Marketing 2.0. Viral, Social and Measuring the Trend by Chad Udell. An Overview. Who Am I? Designer at heart, developer by trade. What Do I Know? Web Designer for Rollingstone.com, freelance game developer (Lego, Nick.com, Cartoon Network)

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Web Marketing 2.0

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  1. Web Marketing 2.0 • Viral, Social and Measuring the Trend • by Chad Udell

  2. An Overview • Who Am I? • Designer at heart, developer by trade. • What Do I Know? • Web Designer for Rollingstone.com, freelance game developer (Lego, Nick.com, Cartoon Network) • Nearly a decade of experience is designing, developing and delivering web experiences • What Do I Do? • Developer for the Iona Group in Morton, IL www.ionagroup.com • Instructor at Bradley in the Multimedia Program • Active blogger on design and development related topics at www.visualrinse.com

  3. Web Marketing - A Brief History • Traditional Ad Banners • Popups, Popunders • Interstitials and Microsites • CoBranded and Other Strategies • Newsletters, Mailing Lists

  4. Web Marketing – Recent Developments • Broadband penetration is nearing 50% (US is actually only 14th on the list of nations in penetration) - http://www.pewinternet.org/PPF/r/224/report_display.asp • Video has become pervasive (Flash Player Version 6 intro’ed video, we are currently on version 9, version 10 is just around the corner - will bring HD video to Flash) - http://www.pewinternet.org/PPF/r/219/report_display.asp • Traditional advertising methods on the web (banners, etc.) have all been nearly exhausted - click overload - http://en.wikipedia.org/wiki/Click-through_rate • Web 2.0 techniques of content sharing and community building are now being explored and used to create advertising opportunities, expand marketing efforts and increase reach

  5. Web 2.0 – What is it? • Web 2.0 is not a revision or upgrade to the web. • It is a perceived transition to a system where content and sites are integrated with each other via a number of data exchange formats • Successful content is now more about “pull” than push. • Communities are vetting the content and products that are appropriate for the group • Selling and marketing on the web is changing with it

  6. Web 2.0 Changes to Web Marketing – 1 • Viral site/video • Irreverant, humorous, edgy content wins the day • Limited branding, limited product placement allow for low impact selling and increase pass along • Encouraging users to send the message along is huge • Enabling users to embed the content, comment on it, builds the snowball effect • Key Examples: Subservient Chicken, Trunk Monkey, Monk-e-mail, Hungry Suitcase

  7. Web 2.0 Changes to Web Marketing – 2 • Newsletters Lose Their Luster • Email as a branding/selling medium is not as effective anymore, open rates are low, click throughs even lower • You hated spam, now you are bombarded with Bac’n • Content Syndication (RSS) and mobile content delivery via SMS are emerging as a more effective way of sending your message to interested users/customers

  8. Web 2.0 Changes to Web Marketing – 3 • Social Media • Communities with active and interested people in your products and services are a great way to expand your reach and brand • MySpace, Facebook, Digg, Del.icio.us, Reddit, FeedBurner and the like can make your content a winner • Rip, Mix, Burn – Promoting mashups, distributing widgets and enabling content sharing from your site or media can expand your reach • Consumers are becoming content producers – Blogging, Flickr, etc.

  9. Evolutions in Measuring • Basics • The Internet is the most measurable media man has ever produced. – http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=67007 • In spite of that, the number of measuring sticks make the task dauniting. • Server side, client side, commercial or free?, surveying, user tests, heat maps, etc. • What to measure, what to focus on? Page views, uniques, YouTube views? • Pick your metrics before the project starts, share those metrics with your team and stick with them. • Standardization on definitions of terms is helpful: What is a “page view” - http://www.webanalyticsassociation.org/attachments/committees/5/WAA-Standards-Analytics-Definitions-Volume-I-20070816.pdf

  10. In Conclusion • The marketplace is changing • Video is growing at an immense rate • Community acceptance makes the difference between a success and a failure - cater to your users and don’t oversell • Without planning and team agreement, measuring effectively is impossible. • http://www.makemylogobiggercream.com/ • Check out a recent community site The Iona Group created for Tyson Foods at cluckhere.com – send a video ecard – an Improv-O-Gram

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