predictions for digital 2009 (australia)

Exponential upward curves can be deceptively gradual in the beginning. But when things start happening, they happen fast

Within 5 years the exponential progress in nanoengineering will make solar power cost-competitive with fossil fuels

Within 10 years we will have a pill that allows us all to eat whatever we feel like and never gain any unwanted weight

In 15 years, life expectancies will start rising faster than we age

In about 20 years 100% of our energy will come from clean and renewable sources, and a computer will pass the Turing Test by carrying on a conversation that is indistinguishable from a human’s.

Exponential upward curves can be deceptively gradual in the beginning. But when things start happening, they happen fast

Within 5 years the exponential progress in nanoengineering will make solar power cost-competitive with fossil fuels

Within 10 years we will have a pill that allows us all to eat whatever we feel like and never gain any unwanted weight

In 15 years, life expectancies will start rising faster than we age

In about 20 years 100% of our energy will come from clean and renewable sources, and a computer will pass the Turing Test by carrying on a conversation that is indistinguishable from a human’s.

Well, according to Ray Kurzweil

How many ofthe 90’sAustralianSuperbrandsare in the top100 AUwebsites?

= 6

Maybe we need to think differently about digital?

Base: Australians Online

It’s time the imbalance rebalanced

Strong financial justification required for digitalBut backed by returns that show it actually works

Some Web 3.0 concepts: Cloud; SaaS; Portability; SemanticsCheck out TripIt, Twine, Hakia etc

Social networking leaves the ‘function’And steps out everywhere as a feature

Mobility becomes criticalFrom consumer touch point to advertising medium

Performance-based online advertising won’t go awayAnd we’ll start to measure much more carefully

Strong financial justification required for digitalBut backed by returns that show it actually works

Some Web 3.0 concepts: Cloud; SaaS; Portability; SemanticsCheck out TripIt, Twine, Hakia etc

Social networking leaves the ‘function’And steps out everywhere as a feature

Mobility becomes criticalFrom consumer touch point to advertising medium

Performance-based online advertising won’t go awayAnd we’ll start to measure much more carefully

Companies will embrace digital as a way of cutting costsThey should do it as a way of serving customers

26% of digital media is outsourced versus 22% for other IT

Measurement and Return on Investment (ROI) increasingly important

Companies will embrace digital as a way of cutting costsThey should do it as a way of serving customers

26% of digital media is outsourced versus 22% for other IT

Measurement and Return on Investment (ROI) increasingly important

Sponsored by

Australian Digital Services Industry

A$17.9Bn

• First Measure of the WHOLE Digital Services Industry in Australia

• Shows us the SCALE and Breadth of investment in Digital Services

• Confirms that Digital is MORE THAN Online Advertising

• Online Advertising is only 1/3 of the total expenditure on Marketing via Digital Channels….

• … and about 9% of the overall spend on Digital Services

Total Digital Marketing Spend

A$4.5Bn

Online Advertising

A$1.5Bn

Sponsored by

AUS$17.9 Billion spent on Digital Services in 2008

Key Findings For Digital Services

Sponsored by

14.3% of enterprise expenditure on Digital Services

Sponsored by

40% of customers engaged through Digital Services

Sponsored by

25% of customer expenditure tied to Digital Services

Sponsored by

77% of DSI respondents from companies > 1000 people

Smaller projects, increasingly ‘agile’

Better proof of concept (perpetual beta)

Cloud computing

Software as a Service

Semantic mark-ups – get there before your competitor

Smaller projects, increasingly ‘agile’

Better proof of concept (perpetual beta)

Cloud computing

Software as a Service

Semantic mark-ups – get there before your competitor

Tools to get you started

Feature not function (across other sites). Facebook connect

Social Networks recognised as key communication tool (35% of corporate communities have less than 100 members)

Extension of ‘social messaging service’ (another SMS!)

Twitter and Yammer are mainstream productsOne public and socialOne enterprise and social

But remember your audiences on new platformsNot just another ‘channel’ to dump a message

Feature not function (across other sites). Facebook connect

Social Networks recognised as key communication tool (35% of corporate communities have less than 100 members)

Extension of ‘social messaging service’ (another SMS!)

Twitter and Yammer are mainstream productsOne public and socialOne enterprise and social

But remember your audiences on new platformsNot just another ‘channel’ to dump a message

Your friends … on Amazon?

And why not across portals?

Jen @ Work just commented on NSW 'Little Pinkie' road ad a big success

Emily just read Lindsay Lohan 'has blown fortune'

Cherie is now friends with Shelley

Jen @ Work recently read NSW 'Little Pinkie' road ad a big success

kate beddoe recently voted in Passion Pulse

Julie shopped for a new fridge

Julie shopped for a washing machine

Emily read E! Online

Chris Noone watched this trailer Hot Rod

Footprints Where have yours friends been on ninemsn?

Most ubiquitous device (ever)Responded to very quickly (96% SMS read in 20 mins)On 24 x 7, nearby and accessed oftenCommunication, content and utilityResponse to mobile advertising incredible:

3% - 7% response rate10% - 20% conversation rate6 times the ROI on mobile compared to other forms

So maybe this year – businesses will start to embrace thisAnd for Goodness sake – not just on iPhone!

Most ubiquitous device (ever)Responded to very quickly (96% SMS read in 20 mins)On 24 x 7, nearby and accessed oftenCommunication, content and utilityResponse to mobile advertising incredible:

3% - 7% response rate10% - 20% conversation rate6 times the ROI on mobile compared to other forms

So maybe this year – businesses will start to embrace thisAnd for Goodness sake – not just on iPhone!

Performance-based online advertising isn’t going awayCost per click/ cost per referral

We’ll start to measure much more carefully (and on mobile)

With more accountability and honestyEspecially where we go social (No, Witchery was not a success)

Performance-based online advertising isn’t going awayCost per click/ cost per referral

We’ll start to measure much more carefully (and on mobile)

With more accountability and honestyEspecially where we go social (No, Witchery was not a success)

Our belief is that marketing and product have converged. The consumer doesn't separate the marketing experience from the product experience. Ajaz Ahmed, CEO AKQA

The greening of IT (Google has 500k servers – what a footprint!)

Augmented reality (mobile, online and other)

New evil empires (Google, Apple, Facebook)

And new saviours (Google, Apple, Facebook)

The greening of IT (Google has 500k servers – what a footprint!)

Augmented reality (mobile, online and other)

New evil empires (Google, Apple, Facebook)

And new saviours (Google, Apple, Facebook)

Common low data rate for mobile If we complain about broadband speeds…

Mobile as consumer engagement channelNot just a marketing tool (which budget?)

Dramatically better (behavioural) trackingDid I mention context? Or personalisation?

Wholesale (and understood) data rate Make advertisers pay for watching their content

Smarter mobile servicesAnd more than iPhone please!

Common low data rate for mobile If we complain about broadband speeds…

Mobile as consumer engagement channelNot just a marketing tool (which budget?)

Dramatically better (behavioural) trackingDid I mention context? Or personalisation?

Wholesale (and understood) data rate Make advertisers pay for watching their content

Smarter mobile servicesAnd more than iPhone please!

Advertising and entertainment mergingCan’t get audience? Can’t get funding?

More Social Message ServicesTwitter more mainstream

Use of these in enterpriseYammer – internal twitter

Social networks leave the applicationsBecomes feature, not trapped as function

Can we stop the ‘cloud’ being owned?The next evil empire is…..

Advertising and entertainment mergingCan’t get audience? Can’t get funding?

More Social Message ServicesTwitter more mainstream

Use of these in enterpriseYammer – internal twitter

Social networks leave the applicationsBecomes feature, not trapped as function

Can we stop the ‘cloud’ being owned?The next evil empire is…..

It will make us stronger,it will make us more relevant

it will make the brave, very successful

It will make us stronger,it will make us more relevant

it will make the brave, very successful