the digital landcsape

the digital landscape

Tim Sparke@sparkey

I work with clients & agencies to help them navigate the digital marketing landscape.Education plays a critical role in helping facilitate change.There are 2 main audiencesInternal - employees & external - clients.

Peak  of  inflated  expecta0ons

Trough  of  disillusionment  

Slope  of  enlightenment

Plateau  of  produc0vity

TIME

EXCITEMEN

T  

The Hype Cycle

Our industry has experienced profound change in the past 5 years.

The structures and processes that guided us for the past 25+ years have begun to fail.

Both individually and organisationally, many of us are facing a new struggle:

RELEVANCE

This isn’t a prediction of sudden media collapse. TV and print aren’t going away.

Technologies & behaviours rarely die, they just evolve.

No-one died.

1964

NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE

2010

NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE

BLOGSWEB VIDEOSSOCIAL NETWORKSMOBILE ALERTS

VLOGSMMORPGS CLOUD SERVICES E-READERS

WEB APPSSATELLITE RADIOMOBILE APPS

FORUMSPODCASTSMESSENGER

EMAIL DVR

RSS FEEDSMICROBLOGS

MOBILEINTERNET

VIDEO GAMES

BLUETOOTH

SMS

RFID

GPS IPTV

We are living through the disorientation that comes from

including 2 billion new participants in a media landscape

previously operated by a small group of professionals.

25,000,000,000

36,000,000,000

2,000,000,000

7,900,000

600,000,000

35

tweets sent in 2010

photos on Facebook

videos watched on YouTube every day

Lady Gaga followers on Twitter

members of Facebook

hours of video uploaded to YouTube every minute

How many texts does the average teen send every month?

3280

Consumers are connected. Happy to ignore our advertising.

If you want to work in advertising, you have to understand digital

- this is more true everyday

Challenging as this seems...

We’re living through the most interesting moment our industry has ever seen.

We have to figure this out.

So how to crack this?

Personal Activation

Personal Technology

Digital Productivity

Effective Digital

Networks

Social Media

Digital Advertising

SearchMarketing

Ecommerce & ERM

MobileMarketing

Professional Knowledge

It doesn’t work if you have a gulf between those who understand digital and those who don’t.It’s for everyone now. I help that happen.

Emerging Media Platforms

How can brands cut through and connect with people in a stream of so much information?

Add value through content & utility

MAKE ME LAUGH/THINK

/CRYORHELP ME

We can’t just say stuff anymore... we need to say and do things.

TwelpForce eco:Drive

HELP ME

HELP ME

History Channel & Foursquare

HELP ME

Mint.com Sky Sports on XBOX

The rise of the backchannel

The rise of the backchannel

That’s great Tim, but I don’t work on Nike or XBOX...

in 3 months

visitors countries

av. time on site press coverage/reach

paid media budget increase in trenchcoat sales

Facebook fans

333,000 191 5.5 mins £6.8m £085%4,191,569

MAKE ME LAUGH

"Today could be just like the other 364 days you log into Twitter, or maybe the Old Spice Man shows up"

In Two Days

15 Million + YouTube Views

1/2 Million +Facebook Fans

68,000 +Twitter Followers

In an industrial economy we focus on physical things. In an information economy relationships are built on knowledge & services. Positive interactions with brands allow consumers to make up their mind based on experiences, not messages.

audiencemessages

targetmedia plan

penetrate

communityexperiencesinviteconversation plancollaborate

500,000,000  (FB)86,000  (YT)10,000,000,000  (Tweets)5,000,000,000  

So, that’s about it..Our industry has transitioned to

the post digital age.It requires new thinking and

different processes.Most importantly, digital is no

longer someone else’s job. It’s yours.

It’s not about consumersIt’s about us

It’s not about technologyIt’s about what we can do with it

500,000,000  (FB)86,000  (YT)10,000,000,000  (Tweets)5,000,000,000  

I’m excited.

I hope you are.

500,000,000  (FB)86,000  (YT)10,000,000,000  (Tweets)5,000,000,000  

Download Nike Training ClubMake sure you’re on Twitter

@brainpicker@edwardboches

@sparkeyDownload

‘Oh My God What Happened...’

It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to....

Charles Darwin

“ . ”

THANKS @sparkey

www.sparkelife.com