predictions for digital 2009 (australia)
DESCRIPTION
Presentation given to Australian Interactive Media Industry Association breakfast. Broadly covered the theme of what would be the key topics in digital in Australia over the next years. Also has information from the Digital Services Index (stats on Australian Digital use)TRANSCRIPT
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