current and future trends in digital marketing 2011
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Lecture for Nottingham Trent University Business Marketing Degree, November 2011TRANSCRIPT
Nottingham Trent University
15th November 2011Susi O’Neill
Digital Consultant
The digital opportunity: Current and future trends
The digital opportunity: Current and future trends
1. Web 1.0 > 3.02. Augmented & Virtual Reality3. The Mobile Web4. The Culture of Now5. Social Content
The digital opportunity: Current and future trends
1. Web 1.0 > 3.0
We’re not in Kansas anymore
Access over ownershipImage
Modular, customisable systems
Proprietary Systems
Customisable web
Geocities (1994-2009)
Customisable > Generic Web
MySpace (2003-2012)
Generic web
Facebook (2004-present)
Rise of the digital native
Prosumer (Consumer as producer)
People Power
Source: Altimeter
Comparing Digital Natives...
...With Silver Surfers
Forrester: 2009
Photo
Globalisation
The adoption curve
Digital marketing adoption
Augment &virtual reality3D
Mobile appsPervasive computingCloud computingProsumers
Social marketingWeb 2.0Rich media content
E-commerceEmail marketingWeb accessibilityOnline supportSearch marketing
WebsiteE-Brochure
“Your product will only survive in a crowded marketplace if you stop advertising and start innovating. The old ways of marketing are dead – and being safe is now risky”
Seth Godin, Purple Cow
Old media: lean back
New media – lean forward
Web 1.0
Marta Strikland
The digital opportunity: Current and future trends
1. Web 1.0 > 3.02. Augmented & Virtual Reality
The virtuality continuum
The virtuality continuumAR
Mobile appQR Code
Kinect Virtual worldsSecond Life
3DFilm
Augmented reality
Esquire Magazine Molson Dry beer Dutch AR safety campaign Google Goggles search
Augmented virtuality: gaming
Xbox Kinect
Virtual reality
Clip: Crystal Maze
New screens
Skinput: human skin data
Pervasive computing(The internet of things)
The digital opportunity: Current and future trends
1. Web 1.0 > 3.02. Augmented & Virtual Reality3. The Mobile Web
The mobile web
Location, Location, Location
The social web goes mobile
Third Spaces
The Culture of Now
1. Web 1.0 > 3.02. Augmented & Virtual Reality3. The Mobile Web4. The Culture of Now
The Culture of Now
Bid taping Seckilling music?
The digital opportunity: Current and future trends
1. Web 1.0 > 3.02. Augmented & Virtual Reality3. The Mobile Web4. The Culture of Now5. Social Content
From direct to personalised marketing
David Wilcox, The Social Reporter
Public is the new default
“People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people. That social norm is just something that has evolved over time.
Public is the new default
Mark Zuckerberg, Facebook Founder
Your customers on social media
Return on investment (direct marketing)
Customer interaction
End sale Digital activity
Metrics: Website traffic from social platforms On site conversion from social marketing Size of network (fans, followers, friends)
Return on engagement (relationship marketing)
interactionReduced cost/Increased sale Conversation
Metrics: Website traffic from social platforms Quality of network (relevancy and influence)
Volume and percentage of network interaction
Sentiment analysis
Social Mention
We can haz an iPad strategy?
Alice in Wonderland
The rise in social gaming
Farmville: Population 80 Million
World of Warcraft:
Population: 11 Million
Two Screen TV#EmbarrassingBodies
Alternative Reality Games
Dark Knight Viral
Signal to noise ratio
Tastemakers
Navigating the data overload
Tastemakers Gatekeepers
Navigating the data overload
Tastemakers Gatekeepers Curators
Navigating the data overload
Career opportunities
Tastemakers Gatekeepers Curators
Career opportunities
Jeremiah Oywang,
Social Media Strategist,
Altimeter
Career opportunities
Susan Hallam,
Search Engine Marketing,
Hallam Internet
Career opportunities
Pete Cashmore, Blogger/Start-up Entrepreneur
Mashable
Thank you
Susi O’Neill, Digital Consultantwww.digitalconsultant.co.ukTwitter @susioneillLinkedIn/Facebook @susioneill
email: [email protected]