The Digital Landscape

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The Digital Landscape

• 10 Trends Shaping the Future of B2B Marketing

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Our Perspectives
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What Business Is Google In?
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10 Trends
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Be Always On Your Customer is Online 24/7
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Search Hints At Customer Intent and Rhythms
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Always On
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Always On
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Always On Customers Just in Time Service
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10 Trends
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Offline-Online Crossover
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Offline Driving Surges In Online Activity
Godaddy.com Offline Sponsorship
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Proactively Getting In Front Of Crises Online
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10 Trends
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The Vendor Website Just A Starting Point
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Reaching Travel Consumers Across the Web
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10 Trends
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Content Proliferating
The Growth of Web Sites Is Accelerating
Source Internet Software Consortium (
www.isc.org)
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Web Sites Are Increasingly Fragmented
2003 Top 2,400 sites 50 of page views
60
50
2005 Top 6,900 sites 50 of page views
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Cumulative of page views
30
20
10
0
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Cumulative number of web domains
Users going beyond top sites
Source comScore Media Metrix Nov 2003 and Nov
2005
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Are Advertisers Following the User?

• 55 of online ad display dollars spent on just
  four sites

AOL3
US Online Display Advertising Spend
Yahoo34
MSN7
MySpace11
All Other Sites45
100
80
while just 24 of page views are served by these
four sites
US Page Views
MSN4
AOL3
MySpace9
All Other Sites76
Source AdRelevance Q406-Q307 Internet Ad
Spend is Display Only, comScore Media Metrix,
Nov 2007.
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Engagement Increases Down the Long Tail
Source Enquiro, Sept 2006 The actual
advertising used is not shown, highlighted for
purposes of presentation only and was not
highlighted in the study.
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Engaging Content Increases Ad Engagement
Source Enquiro, Sept 2006 The actual
advertising used is not shown, highlighted for
purposes of presentation only and was not
highlighted in the study.
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Engaging Content Increases Ad Engagement
Portal Homepage

• More ad views
• 2x as many users (77 vs. 41) look at ads on
  niche sites as engage with ads on portal sites

• Longer ad views
• Users engage with ads on niche sites 4x as long
  as they do on portal sites

Niche Site Golf Homepage

• Multiple ad views
• 5x greater cognitive engagement (multiple
  views .5 secs) with ads on niche sites

Source Enquiro, Sept 2006 The actual
advertising used is not shown, highlighted for
purposes of presentation only and was not
highlighted in the study.
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10 Trends
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Online Video Becoming Mainstream in B2B

• Americans stream nearly 10 billion videos online
  monthly

77 of US Internet users view video online
58 of B2B customers consider business-related
online video important
Source comScore Video Metrix February 2008.
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Business Content Emerging in YT
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Advertorial Engagement vs. 30 Sec Interruption

• Dupont Science Stories
• Protecting the Protectors Firefighters (Nomex)
• Protecting the Protectors Police Officers
  (Kevlar)
• Shelter From the Storm (SentryGlas)
• Glass Houses (SentryGlas)
• Car Artists (Hot Hues)

Gary Spangler, E-Business Leader, DuPont
Electronic Communication Technologies
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Advertorial Engagement vs. 30 Sec Interruption

• Distributed across various video networks as well
  as science-centric blogs.
• Engagement word-of-mouth
• 8 minute average duration
• Target audience, 18-24 year olds, likely to tell
  their friends

• Accolades
• Best Science Video Recognition
• Best Design Video Recognition

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10 Trends
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Feeds Provide Both Choice and Control
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Unlock and Distribute Brand Assets
Sun unlocks thought leadership and positions
themselves as content provider Sun promotes RSS
feeds within existing RSS distribution network
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10 Trends
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Moment of Relevance
Demographic
Psychographic
Behavioral
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Whats The Difference Between This Ad?
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And This One?
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(No Transcript)
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(No Transcript)
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The Business Impact Of Relevant Ads
Source Enquuiro, Impact of Contextually Targeted
Display Ads, 2007
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10 Trends
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National Instruments Taps into the Crowd
The result was one of the fastest-growing and
most-successful product launches from a volume
and revenue perspective ever Christer
Ljungdahl, National Instruments Director of Web
and Direct Marketing
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Make your Customer a Co-Creator
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10 Trends
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Youre Already in the Computing Cloud
Online banking
Web-based email
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The Computing Cloud Your BusinessOnline.
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10 Trends
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1.4 Billion People Online Today
Russia ?????????? ????????????? ????????
China???
652 million
IndiaSania Mirza
New people online since 2000
South Africa Kalula
Brazil Naturo
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CNN/YouTube Debates Changing Democracy
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What Questions Do You Have?