1. TECHNOLOGY + ADVERTISING Modern Ad Campaigns

2. Technology Behind Digital Marketing New Technology Emerges Technology Gains Popularity; Appears in Marketing Radar Innovative Marketers Explore the Emerging Technology to Connect with Target Audience Technology Becomes Mainstream; Adopted as Standard Marketing Practice

3. Consumer 2.0 Interconnectivity Level the Information Playing Field Relevance Filtering Niche Aggregation Micropublishing of Personal Content On-Demand: Anytime, Anyplace, Anywhere

4. Interconnectivity Consumers able to connect with each other with greater ease and access (via Email, IM, Texting, Social Networks) Interaction has become global Virtual communities

5. Leveling Information Playing Field Content can be created, published, accessed and consumed quickly and easily Consumers can conduct their own research for products/services (ex: Travel Industry) Knowledge is power = Power shifting to consumers

6. Relevance Filtering Consumers filter what is relevant to them Ignore messaging that they perceive irrelevant Personalization of messages received (email subscriptions, customized RSS feeds) Niche Aggregation Abundance and diversity of online content Consumers can indulge in special interests and hobbies Aggregation of like minded individuals online

7. Micropublishing Consumers can express themselves online Publish own content at little to no cost Post opinions on forums and feedback forms On-Demand Consumers can satisfy needs more quickly Less barriers

8. Digital Audience Increasingly comfortable with digital media Want it all and want it now They’re in control Fickle buyers Vocal

9. Demographic Audiences The advertising industry breaks down target demographics into the following age cells, and then by gender. Demographic Market Segmentation M = Men, W = Women, A = Adults (or P = Persons) 12 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+

10. GAMECHANGERS Google & Facebook

11. Pioneers: Innovating Advertising GOOGLE Ad Words Direct targeting to consumers FACEBOOK Word of Mouth Opened up opportunities for marketers to execute more accountable, influential, and multidimensional campaigns

12. Changing the Rules of Engagement Old Traditional Media Plans Target Mass Media Brand Awareness New Digital Media Plans Microtargeting Consumer Response

13. Digital Enables… Consumer response management Real-time tracking to creative material Personalized experience Insight on how to reach consumers Better word of mouth advertising via peer recommendations

14. Google Effect Marketing Problem: Waste & Accountability Google Solution: directly target consumers when they are looking for a product or service How? Paid Search + Ad Words. -Match advertisers to searches for information

17. Facebook Effect More social networks Simple interface = prevail against competitors Biggest website globally Magnified the power of word of mouth Transparency with users forces transparency with brands

18. Facebook Effect for Advertisers Data is key What’s Working vs. What’s Not Accessible 24/7 “Share” Factor Microtargeting