Эволюция поведения потребителей в Интернете

“New Era of Internet- engagement marketing”

Сентябрь 2009

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What is going on in the Internet

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The time of New Internet

The old model of push advertising must be replaced by engagement marketing

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Digital Democracy

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The Internet as is it Now…

•The Internet is about entertainmententertainment, fun and more than anything, engagementengagement

•The “hero” is YOUYOU!

•Now we recognize that the internet is “owned” by the Digital NativesDigital Natives…

–For them the Internet becomes an essential part of their live

• They were born with Internet

• They are faced with Internet each day in their live

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Changing the system of knowledge’s exchange

• So, the Digital Democracy is coming…

• It means that it’s no longer….“Listen, be quiet, obey”

• Now everyone has the total access to Knowledge and Self- Expression

• To share their point of view and life stories

• To communicate who they are and express their alter ego

• To meet people and share knowledge and learn…

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The Digital Democracy

So, the Digital Democracy also changed the waythe way in which brands have to communicate to their

audience

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WE HAVE TO CHANGE together with them

What brands say about themselves

FROM TO

What consumers say about brandsThe Digital Democracy changed the means for Brands to

connect to their audience

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WE HAVE TO CHANGE together with them

Digital channels and technologies

What brands say about themselves

Creating media Messages

FROM TO

Digital lives and behaviors

What consumers say about brands

Creating new experiences

Show and tellInvolvement and understanding

Too many people still think of digital as being a channel, or a media or it’s about devices such as the iPhone…

The fact is that the world becomes largely digital and the lives we lead are digital

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WE HAVE TO CHANGE together with them

Digital channels and technologies

What brands say about themselves

Creating media Messages

FROM TO

Digital lives and behaviors

What consumers say about brands

Creating new experiences

Show and tellInvolvement and understanding

• We’ve always trying to craft a message that Brands want people to hear…

• But the fact is that people don’t want to listen us anymore, they desire listen to each other• Today Digital technologies in general and the social media in particular gives them the ability to influence themselves to their brands’ perception

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WE HAVE TO CHANGE together with them

Digital channels and technologies

What brands say about themselves

Creating media Messages

FROM TO

Digital lives and behaviors

What consumers say about brands

Creating new experiences

• Social media become just tools and platforms for sharing and communicating

• Today’s consumers not only engage and interact with branded messages, but also reshape and distribute these messages through their social environments

• For brand to be accepted into this scenario, we have to think how we could add value to this communication, and try to enrich it by creating new experiences for them

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WE HAVE TO CHANGE together with them

Digital channels and technologies

What brands say about themselves

Creating media Messages

FROM TO

Digital lives and behaviors

What consumers say about brands

Creating new experiences

Show and tellInvolvement and understanding

It’s not the time to show and tell anymore…

It’s time to Involve and engage!

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New Internet from the point of view of EVOLUTION OF WEB

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3 pillars of web successfulness

CONTENT DESIGN USABILITY

• When users come to web they pay attention to 3 basic elements

• You can reach the success by being successful just at one of this pillar

• The main question is How to be successful?

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Digital world: from web 1.0… To web 3.0

CONTENT DESIGN USABILITY

• Professional developers –content’s creators • Users – readers

Aspire to strengthen vertical connection

Developer

User

ContentFeedback

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Digital world: Web 2.0 – New Era of the Internet

Development of horizontal connection

User User

• Community / Social networks • Blogging

CONTENT DESIGN USABILITY

• Professional developers –content’s creators • Users – readers

Increase the involvement of users:• Self-Expression• Communication• Personalized information

• Users- so-creators • Readers as so-writers

• The maximum of comfort and convenience : Ajax,Torrent, Wiki, Tags and tag clouds, widget, RSS, podcasting

•Ajax: allows web-content changing without page re-loading

•Torrent: New way of data storage and exchange: switch from keeping data on central servers to keeping data on users’ computers. The more files you give, the more you get

•Wiki: Environment for collective work, co-operation in content creation

•RSS: news and content are no longer part of particular site, they can be used by anybody and anywhere

•Tags and tag clouds: Marking content with labels, so that to easier and quickly search and sort

• Google Earth, Google Maps

• Torrents

• Wikipedia

• Yandex.Lenta

•Yandex.Photki

Some new technologies associated with Web 2.0

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Digital world: Web 2.0 – New Era of the Internet

CONTENT DESIGN USABILITY

• Wikipedia• News2.ru

•Youtube, Myvi.ru, Tvigle• Myspace, vkontakte. Etc

• Podbop• Del.icio.us, Gravee.com

• Blogs.yandex.ru • Amazon

• On-line radio

• Netvibes • Quintura

• Flickr• Wikimapia

• AroundMe, Irlconnect• Now.sprint

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Digital world: Web 3.0 – future is already here…

CONTENT DESIGN USABILITY

• Users- so-creators • Readers as so-writers

• The maximum of comfort and convenience : Ajax,Torrent, Wiki, Tags and tag clouds

• Social recommended services • Users filter content themselves and recommend the most valuable of it to each other

• Maximize simplification of navigation• Maximize personification

• Professional developers –content’s creators • Users – readers

Create social recommended services

• People write judgments about their purchases

• They exchange their personal consumer’s experiences, doing its accessible for other users

• To get recommendations which would be valuable personally for you, you have to estimate some “objects” (books, shops, experiences), forming your own profile of preferences

• The service automatically finds profiles with have the similar marks and gives you personal recommendations based on it

• Users certify content themselves, what’s HOT/ what’s Not (collaborative filtration)

• There is no average recommendations – considering only your real personal preferences

Users

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CONTENT DESIGN USABILITY

• Imho.net • Last.fm

• Ohmynews, Oxe.ru

Digital world: Web 3.0 – future is already here…

THANK YOU