"atomization" - a new trend in online marketing and how to exploit it
DESCRIPTION
A 53-slide presentation by Internet Authtor and CEO of E-consultancy.com Ashley Friedlein looking at what he calls 'atomisation'. Ashley shows how internet content and services are increasingly being 'atomised' across the internet; your would-be site users are consuming your content in many other places than your actual site. So what can you do about it? How can you embrace this trend?TRANSCRIPT
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“Atomisation” - what is it, and what are you going to do about it? Ashley FriedleinCEOE-consultancy.com
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Atomisation
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Jakob's Law of the Web User Experience
“Users spend most of their time
on other sites”
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There are many, many more interactions with your brand online that AREN’T on your site,
than ARE
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For example…• Your online advertising• Press release distribution sites• ‘Media’ sites – ‘official’ coverage of you• Affiliates (not always in your knowledge)• (Shopping) Comparison Sites e.g. Kelkoo, Froogle• Search Engines (whether users click or not)• Trading platforms e.g. eBay (are people re-selling your
stuff?)• In E-mails• Partner sites (trade affiliations, co-registration deals etc.)• Directories• Blogs/Communities – people talking about you• Virtual Worlds – e.g. Second Life• Twitter, YouTube etc. etc.
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Is this good or bad? Should you encourage it or fight it?
Is it going to happen more, or less?
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http://www.touchgraph.com/TGGoogleBrowser.php?start=www.e-consultancy.com&signed=false
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The Atomisation of E-consultancy
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iRobot
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Reputation & NetworkMonitoring / Online PR
• Google News• Blog Search• Bloglines• Technorati• Topix• digg• reddit.com• etc. etc.
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And we’ve hardly started…• Events e.g. Eventful.com, Upcoming.org• Slides / Presentations e.g. Slideshare.net• YouTube Channel• Facebook Channel / Apps• APIs (e.g. Supplier Directory), Widgets etc.
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The Big Boys are at it (of course)
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3 types of widget have been made available:-
1. One showing item information for an auction listing
2. Another enabling a slideshow for multiple selected items
3. And another showing multiple thumbnails related to keyword search queries
“eBay has launched a Flash widget applet that allows sellers to embed their auctions on sites
around the web.”
eBay
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Amazon
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And some interesting applications of it…
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www.nfp2.co.uk
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OK…
So what am I meant
to do about it?
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1. Map / understand your network2. Make yourself useful / available to your netwok3. Engage with your network
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1. Map / understand
your network2. Make yourself useful / available to your netwok
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A Website
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How to map your network? Free stuff:• Google “related:[www.yourdomain.com]” • Touchgraph (http://www.touchgraph.com/) • Alerts (e.g. Google) – who is talking about you? • Backlinks to your site + competitors’ sites• Refferring sites (from your web stats)• Feed aggregators (e.g. Feedraider) • Ask people (especially your users)
Tools / Services:• Onalytica, Atlas Sitefinder, SEO Elite, various SEM / PR agencies (Spannerworks etc.)
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1. Map / understand
your network2. Make yourself useful / available to your netwok
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Microformats – the atomisation of
content
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hCardhCalendarAdr / geohResume hReviewhttp://microformats.org/
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hReview – corkd.com
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hCalendar – upcoming.org
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hResume – LinkedIn.com
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Widgets and APIs – the atomisation of functionality
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www.nfp2.co.uk
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OpenID, Google Open Social etc.
– the atomisation of identity
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APML – the atomisation
of behavioural data
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You want my Amazon profile?
My last.fm profile?
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My financial services profile?
My medical profile?
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Browsers – evolving to make
these ‘atoms’ configurable
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From: Alex Faaborg (Firefox user experience developer)
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From: Alex Faaborg (Firefox user experience developer)Netvibes
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In Summary…
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Buzz words I’m excited about…
Microformats, chunks, widgets, APIs,
Atomisation, configuration, distribution,
syndication, “Federated Commerce”
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“The customer is in control”
…yada yada…
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Atomisation
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Thank you/ Q&A
Ashley FriedleinCEOE-consultancyhttp://www.e-consultancy.com