Internet, lo que vendrá y lo que está

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Transcript of Internet, lo que vendrá y lo que está

Ushuaia

Internet, lo que vendr y lo que estUSHUAIA 2010, LA NACIONAgendaLo que vieneLa computadora qued en el pasadoLa web ha muertoUn nuevo supervillanoSomos todos socialesLas batallas por venir

Lo que estEl desafo del marketing onlineLa computadora qued en el pasado

Del teclado a los dedos, del escritorio al bolsilloInternet ser mvilMobile Internet Ramping Faster than Desktop Internet Did Apple Leading ChargeNew Computing Cycles 10x More DevicesWireless Options Growing Rapidly Creating Broad-Based Wireless Infrastructure (3G + Wifi + GPS)Always-On Access with Super-Fast Boot TimeNear Zero Latency Access to Nearly All InformationDay-Long-Plus Battery Life in Elegant Portable Devices

Android contrataca

La batalla recin empieza

La web ha muertoLarga vida a InternetA day in life You wake up and check your email on your bedside iPad thats one app.During breakfast you browse Facebook, Twitter, and The New York Times three more apps.On the way to the office, you listen to a podcast on your smartphone. Another app. At work, you scroll through RSS feeds in a reader and have Skype and IM conversations. More apps.At the end of the day, you come home, make dinner while listening to Pandora, play some games on Xbox Live, and watch a movie on Netflixs streaming service.Del browser a las aplicacionesTwo decades after its birth, the World Wide Web is in decline, as simpler, sleeker services think apps are less about the searching and more about the getting.

As much as we love the open, unfettered Web, were abandoning it for simpler, sleeker services that just work

Over the past few years, one of the most important shifts in the digital world has been the move from the wide-open Web to semiclosed platforms that use the Internet for transport but not the browser for display.

El nuevo look de Internet

Facebook

Msica

Libros

Libros

Entretenimiento

Retail

GastronomaRevistas

Diarios

Diarios

Diarios (upa se filtr )

Diarios (upa se filtr )

Publicidad

Video on demand

Tus series favoritas

Tus pelculas favoritas

Hay un nuevo supervillanoMs cool, ms canchero pero mucho ms temible

SUPERVILLANOOCHENTOSOSUPERVILLANOCOOL

SUPERVILLANOOCHENTOSOSUPERVILLANOCOOL

Somos todos socialesLas redes sociales estn aqu para quedarse

Facebook will become the most popular site on the Internet, toppling Google.com, unless something drastic happens in the next few years.

Las redes sociales en Latinoamrica

Cambio radical del mercado publicitario

Inventarios infinitos, publicidad barataMonetizacin por usuario

Las grandes batallas por venirNada de pico, lo que importa es el billeteGoogle (Search) vs Facebook (Behavioural-Social)Microsoft (Bing + Live) mira de afuera

Apple (iOS Iphone + Ipad) vs Google (Android)Microsoft (Windows 7) mira de afuera

Apple (HTML5) vs Adobe (Flash)Microsoft (Silverlight) mira de afuera

Google + Telcos (Tiers) vs Resto (Net neutrality)

Hulu (Subscription) vs Netflix (Streaming on demand) vs Apple TV (Jobs las quiere todas) vs Cable TV

El desafo del marketing onlineQu hacer y cuanto invertir?63

Inversin en medios~4% Online 37% Online

Consumo de mediosLa oportunidadEl eterno lamento de los medios online63Qu porcentaje invertir en Internet?

Qu porcentaje invertir en Internet?

MERCADO ARGENTINO - ESTIMACION 2009Cada industria tiene su respuesta

Prepared by Greg Stuartgreg@gregstuart.comConfidential67Less-addressableAddressableMedia capabilitiesYellow pagesDirect mailOnline displayOnline searchInteractive televisionMobile searchMobile displayBroadcast & CableTelevisionBrand BuildingDriving Action

Digital OOHOnline Video Awareness Imagery Consideration PurchaseMarketer GoalPrint Magazines & NewspapersQue en realidad depende del objetivo6767El objetivo determina el formatoSearch engine marketing is KING

Marketing transaccionalConclusionesLa publicidad en Internet ha probado ser efectiva para el marketing transaccional.

En particular la dinmica de relacionar avisos con resultados de bsqueda.

La asignatura pendienteEncontrar una solucin de branding vlida para los productos y servicios de consumo masivo

EL DESAFIO DEL MARKETING ONLINE

El gran desafo72Marcas + Agencias + Medios

Generar una frmula efectiva para el desarrollo de brand equity a partir de la publicidad online

72Google y las bsquedasEl modelo ms exitoso hasta el momentoTodos buscamos algo

El xito de GoogleWhen users are actively looking to purchase something, they typically go to search engines or e-commerce sites. Through advertising or direct sales, these sitesharvest intent. Google and Amazon are the biggest financial beneficiaries of intent harvesting.

The lesson is that the RPMs* of online ads are directly proportional to the degree** to which the user has purchasing intent. This is why when you search Google for cameras youll see ads everywhere (and those advertisers are paying high CPCs), but when you search for Abraham Lincolns birthday Google doesnt even bother to show ads at all.

When people talk about search being a great business model (for, say, Twitter), they should distinguish between search with puchasing intent, which is an incredible business model, and search without purchasing intent, which is a terrible one.Monetizacin por usuario

Intencin de compra

Intencin de compraGoogle.com

Intencin de compraIntencin de compra

Intencin de compra (moderada)

Intencin de compra (leve)El camino incorrecto

El modelo de transacciones aplicado al brandingLa gran tentacin para los anunciantesComscore ArgentinaSeptiembre 2009Google Confidential

Prepared by Greg Stuartgreg@gregstuart.comConfidential92There are Fewer Clickers and Fewer Heavy ClickersThere are fewer heavy clickers today: down from 6% to 4% of Internet usersOnly 8% of all Internet users account for 85% of all clicksClickers are predominantly younger (25 - 44) with lower income (under $40K)Prepared by Greg Stuartgreg@gregstuart.comConfidential92

Source: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periodsVirtually no one clicks anymore929292Prepared by Greg Stuartgreg@gregstuart.comConfidential93Un 35% de los marketineros usan como metrica los clicksPero los Click son solo un porcentaje muy pequeno de la actividadPrepared by Greg Stuartgreg@gregstuart.comConfidential93

Source: DoubleClick DART for Advertisers: 2008 Los Click lo eran todo. Pronto van a ser nada (o un poco) Solo un 8% de los navegantes clickea regularmente939393El camino correctoSoluciones a medida para branding onlineCreating purchase intent vs harvestingTodays link economy is built around purchasing intent harvesting.

Most of this happens on search engines or through affiliate programs.

Almost no one decides which products to buy based on Google searches or affiliate referrers. They decide based on content sites Gizmodo, New York Times, Twitter, etc. Those sites generate intent, which is the most important part of creating purchasing intent, which is directly correlated to high advertising revenues.

But content sites have no way to track their role in generating purchasing intent. Often intent generation doesnt involve a single trackable click. Even if there were some direct way to measure intent generation, doing so would be seen by many today as a blurring of the the advertising/editorial line. So content sites are left only with impression-based display ads, haggling over CPMs without a meaningful measurement of their impact on generating purchasing intent.Clickear en Display Ads es una metrica confusa y no refleja los efectos de Brand BuildingSolo deben ser usadas para Direct Response o para Search Engine. Los Clicks no miden todo el impacto de venta de la campana, incluyendo la acumulacion de impactos y el impacto offline. Clicks no dicen nada de los efectos de brand Building. 9696

Aquellos que vieron la publicidad pero no clickearon direccionaron el mayor compromiso y compra

% of Exposed PeopleDebemos incluir el efecto de View Through cuando medimos una campana. Los clicks ya no alcanzan. 9797Nuevos formatos

Arco de Adidas en Canchallena99

Especiales de contenidos

Seccin Sentimiento hincha (Quilmes)ConsignaNotas editorialesMapa de Twitter y listado de los ltimos tweets del hashtag #Mundial2010Player con videosPromo para hacerse fan de la pgina en FBMapa con los recorridos del bar MvilListado de fotos enviadas por los usuarios104Consumer engagement

NATURAEspacio Marca/CampaaGama de ProductoConcurso y PremiosParticipacin y Fotos UsuariosNatura es un especial que est corriendo en este momento en OHLALA. Queran tener una fuerte presencia con usuarios OHLALA y alinear con su campaa en mltiples medios de Chronos. Aqu es un espacio de participacin de OHLALA para concurso con premios y subida de fotos. Tu Rostro Tiene Historia, Compartila en Fotos. De las primeras fotos se eligen finalistas y luego votan los usuarios por los ganadores. 107

Muchas gracias!Gabriel Danturgdantur@lanacion.com.arwww.twitter.com/gdanturwww.gabrieldantur.com.ar

Chart164512455102778.5

EastWestNorth

Sheet11st QtrEast64533%West1246%North553%102753%78.54%1929.5

Chart185242537

EastWestNorth

Sheet11st QtrEast8West5North242537

Chart10.680.160.10.06% of Clickers0.510.310.18% of Clicks0.20.30.5

NonLightModerateHeavyJuly 2007

Sheet1NonLightModerateHeavy% Internet Pop68%16%10%6%% of Clickers51%31%18%% of Clicks20%30%50%Category 44.52