Download - Colorado Lottery

panicyfewInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

67 εμφανίσεις


Digital Marketing:


The Shift Age
-

Where the Industry Needs to Go

to Reach Today’s Consumer

Presented by John Pittman
Vice President of Marketing

Digital Marketing

Digital Marketing

is the promoting of brands using the
Internet
,
mobile

and other
interactive

channels.


Digital Marketing

Digital Marketing is the practice of promoting
products and services using database
-
driven online distribution
channels to reach consumers in a timely, relevant, personal and
cost
-
effective manner.



Whilst digital marketing does include many of the techniques and
practices contained within the category of Internet Marketing, it
extends beyond this by including other channels with which to
reach people that do not require the use of The Internet. As a
result of this non
-
reliance on the Internet, the field of digital
marketing includes a whole host of elements such as
mobile
phones
,
sms
/mms, display / banner ads and digital outdoor


Digital Marketing


At its heart, digital marketing centers around the
Internet, which has become both a communication
vehicle and a very powerful marketing medium as the
recent Doubleclick acquisition by Google
demonstrated.



The Internet can be used both to push a message to
someone like email, IM, RSS, or voice broadcast, as
well to “pull” content serving a banner ad and Pay Per
Click search terms. Digital marketing, therefore, can
be thought of as the combination of push and pull
Internet technologies to execute marketing
campaigns.




Digital Marketing Fun Facts

The number of organizations spending between 25 and 50 percent of their marketing
budget on digital media will increase by more than 40 percent over the next five
years.

While just 10 percent of organizations currently allocate comparable funds to digital
marketing, the figure will rise to 51 percent in 2013.


The survey also found the percentage of organizations that will spend more than 50
percent of their marketing budget on digital media rising from 4 percent in 2007,
to 19 percent in 2013.

"While some are already experimenting with it, I think we will see over time that
organizations will start to replace traditional media for digital alternatives."

The survey also found that social marketing and networking opportunities, such as
Facebook, were vastly under
-
utilized.

"There really needs to be a widespread shift of marketing understanding as we enter
the digital media age," says Arthur Spanos, Next Digital managing director.

"In many circumstances, it's a case of organizations not understanding digital media
applications and how they can benefit their brand and engage their consumers.

"Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are other
areas where organizations could significantly improve reach and exposure to their
target audiences and drive substantially more traffic to their website,"

Digital Media Opportunities

In summary the four main themes regarding
opportunities Digital media have to offer would be:



∙ Personalized/Targeted/Cost effective



∙ Reach (in many places and states)



∙ Rich engaging brand and relationship enhancing
interactions



∙ Measurability of digital media initiatives


Digital Marketing Tools


Valuable websites:


www.clickz.com


emarketing.com


Check out these interactive tools designed for digital marketers.

CPM Calculator

The CPM Calculator helps determine your online
advertising costs, cost per 1,000 impressions, and the number of
exposures. Check out this ClickZ classic.

CPA Calculator

Use this ClickZ/Dapper calculator to figure out your
cost per acquisition (CPA) for a marketing campaign based on several
variables. CPA is defined here as how much money it takes to get a
product or service sold, a lead generated or some other action.

Flashback Widget

The ClickZ Flashback widget offers ClickZ News,
Stats, and Features archives, drawing connections to the news of the
day. Grab it for your site today!

Website Optimization ROI Calculator

The ClickZ/ZAAZ Website
Optimization Calculator allows you to forecast a potential return on
investment by submitting just a few details


Recent National Survey

What 3 digital marketing channels & tactics will
you emphasize in 2009?



Blogging (34%)

Microblogging (Twitter) (29%)

Search engine optimization (28%)

Social network participation (Facebook, LinkedIn) (26%)

Email marketing (17%)

Social media monitoring & outreach (17%)

Pay per click (14%)

Blogger relations (12%)

Video marketing (10%)

Social media advertising (7%)


It is interesting to note that out of the top 10 tactics, 6
fall into the category of
Social Media Marketing
.


Are we
fishing for
today’s
players
with the
right tools?

Shift Change
-

A Lot Has Happened in 20 Years


Television
: TV networks lost their dominant position.



Music
: Albums to cassettes/8
-
tracks to CDs to digital.



Newspapers
: At your doorstep to in your in
-
box.



Books
: The library to bookstore to Amazon to Kindle.



Computers
: Clunky desktops to laptops to hand
-
held.



Internet
: Dial
-
up, DSL to in the clouds.

Lotteries Need to Move with the Times

For instance, when it comes to how we use our phones
-




One in five (19%) mobile phone users now have a Smart
Phone…and about half (49%) of all cell phone users now say
they plan to purchase a Smart Phone in the next two years.


Among Smart Phone Users…



18% have downloaded or looked at maps or directions online;
up from 11% in 2007.



16% have searched the Internet for products or services in
their local area; up from 10% in 2007.



14% have obtained information about movies or other
entertainment; up from 8% in 2007.



10% have connected with a social network, such as MySpace
or Facebook; up from 3% percent in 2007.



Mobile Marketing View Survey

Why Mobile Matters

Technology Has Increased Our Connections



Sizeable numbers of lottery players can access the
Internet via their cell phone or other wireless
-
enabled mobile device.


A majority of that key 18
-
34 year
-
old demographic can.



Almost one in five (19%) lottery survey respondents
said that they would consider buying a lottery ticket
via their mobile device.


Nearly three in ten 18
-
34 year
-
olds said they would
consider buying the lottery this way.


These numbers rise as the Powerball jackpot climbs.



Today’s solutions for Lotteries…


Mobile


Internet


Website


Interactive




Today, connectivity is happening “on the screen” and
not at the corner store. People now have two
realities


“reality” and “screen reality”

Lotteries remain a trusted brand; the
question is how will they be positioned
for the future of gaming.

Intralot Research 2009

81%
55%
56%
24%
70%
59%
55%
18%
0%
20%
40%
60%
80%
100%
Friends,
family,
other
people
Ads
Editorial
Online
Resources
US
Global
The Who


Going Mobile (1971)

Today’s Phones

Multi
-
tasks; multi
-
environments…



GPS



Video/Music



Pervasive computing

Pervasive computing is the next generation
computing environments with information &
communication technology everywhere, for
everyone, at all times.



Real
-
time information



New look of information



Users choose time & place


Lottery Can Tap into GPS Enabled Information


Brands can serve
information
based on
location or
context.



iPhone apps use
GPS to give users
real
-
time
information right
where they are.


Lottery can use
GPS to tag “hot
spot” retailers.



Users can
experience the
product “on the
go”.

Smartphones power the trend



As smartphones such as iPhone and BlackBerry take off,
more people are updating their Facebook and Twitter
profiles while on the move.

Smartphone shipments are expected to surge to 164
million this year, up 13% from 2008, says market
researcher Forward Concepts.

The mobile social
-
networking industry is expected
to become a $3.3 billion market worldwide by
2013
, ABI Research predicts.


The Lottery and the Internet

Today, almost all lottery players have access to the
Internet


and in our research, 72% tell us that they
would consider buying a ticket online.


Just 15% of
adults went
online

1995


Today, 74% of
adults are actively
online creating,
sharing and
talking via social
media




2008

Source: Pew Internet and American Life Project, Dec. 2008

21% say they’d
buy a ticket
online at least
once a week!

Everyone is Talking Social Media


Examples of Social Media




Blogs and Video Blogs



Micro
-
Blogs (Twitter)



Twitter users spend 66% more dollars on

the Internet than non
-
Twitter users



Social Networks


Facebook



MySpace





YouTube


Everyone is Talking Social Media,
continued




Professional Networks


LinkedIn




LinkedIn has more than 365,000 company

profiles.






More than 12 million small
-
business

professionals are members of LinkedIn
.




Email / Instant Messaging



User
-
Generated Content


Communications with consumers
have changed from a monologue to a
dialog to a multi
-
logue. Speed is the
new “big” thing.



Why is Social Media Important to Lotteries

1)
The ability to reach players is becoming more difficult.


TV/Radio/Cable becoming too fragmented


Newspapers/Magazines becoming extinct


Billboards going digital


Online Banners tough to measure


2)
Players trust their peers.


3) Social media influences purchase decisions.


4) Involves the player in the shaping of the product.


5)
Communicates with players


cheaply and targeted.


6) Positioned for the “future” of interactive gaming.


More Mainstream Marketers Are Going “Social”

You Have No Choice…This is Where Your Customers are Going



Increasingly, consumers don't search for products and services. Rather, services come to
their attention via social media.



More than 10,000 websites use Facebook Connect
™,

a service that lets Facebook users log
into affiliated sites and share information from those sites with their Facebook friends.
About 30 million Facebook members access Facebook Connect through their mobile
devices.



Twitter users spend 60% more dollars on Internet purchases than non
-
Twitter users.



Linkedin has more than 365,000 company profiles and more than 12 million members.



More than 1 million businesses promote their business on MySpace.



In April, Ford tapped 100 top bloggers and gave them a Ford Fiesta to drive. The catch?
Once a month they had to upload a video on their driving experience YouTube.



According to Forrestor Research, 53% of business will increase their social networking
presence this year.



The share of Americans 18 and over online who use a social
-
networking service more than
quadrupled to 35% in 2008 vs. 8% in 2005 (Pew Internet & American Life Project).



Papa John’s Pizza added 148,000 fans through a guerrilla marketing campaign on
Facebook offering a free pizza to anyone who signed up to be its “fan” on Facebook. The
promotion gained thousands of customers and now Papa John’s has 300,000+ fans.


The Social Media Gaming Connection

SMS, email
Mobile , PDA,
PC,
iTV
Browser
Payment
Interface
Content
Partner
Interface
Content
Delivery
Central
System
Lobby, Live Gaming, P2P Bet,
Instants, Tournaments SDK
Mobile, PDA
Live Gaming
PC Live
Gaming
Multiplayer Gaming
IVR
Service Subscription Management
Lobby Services
Video Lottery Game Services
Casino Game Services
Entertainment Game Services
Access Control
Lottery and Betting Access Services
Management System Reporting
Admin, Utilities
Entertainment
Gaming
Controller
Lottery, Sports
Betting Gaming
Controllers
Portal Rendering
Messaging
GW
Player Management interface
Payer Verification interface
External Game interface
Casino Card
Gaming
Controller
Video Lottery
Gaming
Controllers
VLT Thin
Client
VLT Thin
Client SDK
Persistence Data Storage
Intralot Gate Server
e
-
Wallet
Layer 1
Layer 2
Layer 4
Layer 3
b
-
On
Payment
Broker
What Does This Mean for the Lottery


The Age of Mass Messaging has arrived.



Lotteries need to seriously consider changing their
media mix.


Embrace today’s digital and mobile landscape.


The mobile social
-
networking industry is
expected to become a $3.3 billion market
worldwide by 2013
, ABI Research predicts.


Like
The Who

sang in 1971


Everything’s Going
Mobile.