Digital Predictions, 2010 and Beyond

Digital Predictions* For 2010 and BeyondDigital Predictions* For 2010 and Beyond

*Guaranteed 100% Wrong or Your Money Back *Guaranteed 100% Wrong or Your Money Back

About Mullen Digital

Interactive Arm of IPG’s Mullen, a Top North American Agency

- 200 Experienced, Digitally Focused Professionals

- Mission: Simplify, Humanize, Monetize

- Full-Service Digital Practice

- Web Presence Strategy: Sites, Destinations, & Technology Platforms

- Connectivity Planning: Paid and Earned Media Distribution

- Experience Design: Content Production, Display

- Performance Management: Analytic and Optimization Programs

About Dan (AKA GoDanDooley)

DjDooley

Privacy – Shifting Norms And ExpectationsPrivacy – Shifting Norms And Expectations

What If Your Credit Card Statement Was Available Online?

Security or Privacy?

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What Do People Really Want?

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What Do People Really Expect?

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What Do People Really Expect?

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What Do People Really Expect?

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“The Form Versus The Forum”

Persona Versus Personage

Our Government Is Taking a Position

What If Your Credit Card Statement Was Available Online?

- Delineate Security versus Privacy

- Ask for less data up-front – fill the information gaps on the backend

- Pay attention to what’s coming from Capital Hill

- Understand what your counsel’s standing is

- Separate someone’s persona from their person

- Never underestimate our ability to name things stupidly (Blippy, REALLY?)

Implications

Consumers and Congress will provide clarity around expectations and parameters for security and privacy ... As will your lawyers.

Publicity – Find the Famous for FilteringPublicity – Find the Famous for Filtering

- VP- Director, Digital Solutions

- Over 15 years experience in the digital space

- Client side and agency leadership roles

- Lazy Early Adopter

Everyone Will Be Famous For...

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- VP- Director, Digital Solutions

- Over 15 years experience in the digital space

- Client side and agency leadership roles

- Lazy Early Adopter

15 Minutes...

- VP- Director, Digital Solutions

- Over 15 years experience in the digital space

- Client side and agency leadership roles

- Lazy Early Adopter

15 Megs...

- VP- Director, Digital Solutions

- Over 15 years experience in the digital space

- Client side and agency leadership roles

- Lazy Early Adopter

Among 15 People...

- VP- Director, Digital Solutions

- Over 15 years experience in the digital space

- Client side and agency leadership roles

- Lazy Early Adopter

Social Media Noise Is Deafening

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- VP- Director, Digital Solutions

- Over 15 years experience in the digital space

- Client side and agency leadership roles

- Lazy Early Adopter

But With Noise Come Filters

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- VP- Director, Digital Solutions

- Over 15 years experience in the digital space

- Client side and agency leadership roles

- Lazy Early Adopter

But, With Noise Come Filters

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- VP- Director, Digital Solutions

- Over 15 years experience in the digital space

- Client side and agency leadership roles

- Lazy Early Adopter

But, With Noise Come Filters

- VP- Director, Digital Solutions

- Over 15 years experience in the digital space

- Client side and agency leadership roles

- Lazy Early Adopter

Not Everyone “Creates” Content

- VP- Director, Digital Solutions

- Over 15 years experience in the digital space

- Client side and agency leadership roles

- Lazy Early Adopter

Content, Aggregation, Curation

- VP- Director, Digital Solutions

- Over 15 years experience in the digital space

- Client side and agency leadership roles

- Lazy Early Adopter

Implications

Re-asses the assumption that you only need to be in the content creation business – its sexier to be a writer, but Librarians are really more helpful

SERPs – Welcome to Your New Home PageSERPs – Welcome to Your New Home Page

SERP: Search Engine Results Page

Importation Evolution

Importation Evolution

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Importation Evolution

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Another View Of Your Home

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Old Home Page Strategy

Your New Home Page Strategy

Here’s One Way to Publicize Your Policy

SEO + SMO = Amplified Findability

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- Treat the SERP for your brand or company like your site’s home page - Think beyond “listings” – or expand the definition

- Products - Locations- Videos - Tweets/Posts- Reviews - Careers- Investor Rel. - Loyalty

- Score each of these click engagements uniquely

- “Blend SEO with Social Media Optimization (SMO)

Implications

The search engines will open up their pay per click (or sponsored) offerings, allowing for more multimedia control but with the expectation that your “stuff” still be relevant.

EaaS – Everything As A ServiceEaaS – Everything As A Service

Rise of Software-as-a-Service

Is Google a Software Company?

Is Google a Software Company?

Is Google a Software Company?

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Google Is an ADVERTISING Company

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Monetizing “Place”

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Monetizing Sight

Monetizing Awareness

Everything-as-a-Platform

IT Support to Business Support

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From OPERATING Environments To ENABLING Environments

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Curating

- Think about the unification of devices and services (while everyone else worries about proliferation)

- Understand Mobile as an advertising platform, but not just for serving “ads”

- Think of EVERYTHING as a platform and every platform as a potential service

- Start fostering “meaningful” relationships with IT

Implications

As everything converges (with marketing platforms driving evolution), there will be more emphasis on true integration: Everything-as-a-Service...

Social Business: Conversations to CommerceSocial Business: Conversations to Commerce

Gartner’s Hype Cycle

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Best Buy Twelpforce

Best Buy Facebook Storefront

Best Buy Facebook Storefront

Evolutions Overlap

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Social Relationship Era

Social Functionality Era

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Social Colonization Era

Social Context Era

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Social Commerce Era

Social Commerce (Exchanging)

Social Commerce (Shopping)

Social Commerce (Selling)

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“Atoms are the new Bits”

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From Prototype to Production

- Nimbler augments to things like customer service, product development and even sales

- Customers will bring their Social IDs with them, and expect you to do something with it... (and this data will be more accurate than what you can mine)

- Don’t assume because you make something today, social cohorts won’t be making it better – and more efficiently – tomorrow (literally, tomorrow)

Implications

Social Media Platforms will continue to aggressively merge together, providing opportunities to bypass poor or slow-to-change operating systems

Frequency: Creating Cross-Channel TrustFrequency: Creating Cross-Channel Trust

Trust In Our Friend’s Opinions Is Declining

(Or Was It Very High to Begin With?)

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Difficult To Separate Media, From Friends, From Companies

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People Trust Themselves!

(They just need to see things 5 or 6 times)

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A New Approach: Frequency + Receptivity

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A Need For Unified Attribution Modeling Across Media

- Don’t over react and eliminate WOM/Social marketing; just ensure it is part of a total media mix that can be measured and optimized

- Map an engagement path across all connectivity points, so frequency enables the user to trust themselves

- Start unifying your media data points: don’t just bucket into digital, social, traditional

Implications

A re-evaluation of the emphasis on peers as a strategic center will result in a renewed commitment to frequency targeting – and a unifying measurement tool will emerge.

Game-ification of AmericaGame-ification of America

Stop Thinking About The “Gamer”

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Start Thinking About Participation

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Everything Can Be Game-Like

Everything Can Be Game-Like

Game-Like Crowd Sourcing

Game-Like Object Finding

Game-Like Ad Enhancements

Game-Like Interfaces

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Game-Like Reaction To This Presentation (+ 1 Me)

- Think about adding gaming skills to the core team

- Expand your rewards from attaining tangible “objects” to granting status and badges

- Add game-like elements to research/surveys

- Don’t be caught off guard by location-based (and real-time) brand/product additives

- Crowd-Source the means to justify the ends

Implications

Gaming logic and models will move well beyond demographics and what we label consoles as consumers become more comfortable expressing themselves with game-like rules systems.

Information Design: Organizational BeautyInformation Design: Organizational Beauty

Remember Things Before “Targetization”

And Then After?

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And Then After?

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This Is the Year It will Happen to Your Data!

A Visual Renaissance For Statisticians

You Will Find a Way for Data to Be Designed

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For Statistics to Be Sexy

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To Demand a Better Dashboard

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To Color Code Results Like Roadways

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And Bring Something Like THISto Your Boss and Peers

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Instead of This

Start With Yourself(Mention Map)

Before We Go: Dan.Dooley@Mullen.com

Video Killed The Marketing StarMarch 24th, 12-1

Closing: Platforms Are Power!!!

Thank You

GoDanDooley