Future trends in digital marketing

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Talk for Creative Industries Network, Derby on future marketing trends: mobile marketing, augmented and virutal reality, social marketing and content.

Text of Future trends in digital marketing

  • Creative Industries Network, Derby 11th November 2010Susi ONeillThe digital opportunity: Current and future trends

  • The digital opportunity: Current and future trendsWeb 1.0 > 3.0Augmented & Virtual RealityThe Mobile WebSocial Content

  • The digital opportunity: Current and future trendsWeb 1.0 > 3.0

  • Were not in Kansas anymore

  • Access over ownershipImage

  • Modular, customisable systems

  • Proprietary Systems

  • Customisable webGeocities (1994-2009)

  • Customisable > Generic WebMySpace (2003-2011)

  • Generic webFacebook (2004-present)

  • Rise of the digital native

  • Prosumer (Consumer as producer)

  • People Power

  • Source: Altimeter

  • Comparing Digital Natives

  • With Silver SurfersForrester: 2009

  • Photo Globalisation

  • The adoption curve

  • Digital marketing adoptionAugment & virtual reality 3D Mobile apps Pervasive computing Cloud computing ProsumersSocial marketing Web 2.0 Rich media contentE-commerce Email marketing Web accessibility Online support Search marketingWebsite E-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

  • Old media: New media

  • Web 1.0

  • Marta Strikland

  • The digital opportunity: Current and future trendsWeb 1.0 > 3.0Augmented & Virtual Reality

  • The virtuality continuum

  • The virtuality continuumGoogle GogglesKinectVirtual worlds Second Life3D Film

  • Augmented realityEsquire Magazine Molson Dry beer Dutch AR safety campaign Google Goggles search

  • Virtual reality Clip: Crystal Maze

  • Virtual reality: gaming Xbox Kinect

  • New screens Skinput: human skin data

  • Pervasive computing(The internet of things)

  • The digital opportunity: Current and future trendsWeb 1.0 > 3.0Augmented & Virtual RealityThe Mobile Web

  • The mobile web

  • Location, Location, Location

  • The social web goes mobile

  • Third Spaces

  • The digital opportunity: Current and future trendsWeb 1.0 > 3.0Augmented & Virtual RealityThe Mobile WebSocial Content

  • Social content and communities

  • From direct to personalised marketingDavid Wilcox, The Social Reporter

  • Social media accounts for 1/6 of time online

  • Public is the new defaultPeople 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 defaultMark Zuckerberg, Facebook Founder (26)

  • Your customers on social media

  • Return on investment (direct marketing)Customer interactionEnd sale Digital activityMetrics: 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

  • Blendtec: Will it blend? Video

  • We haz an iPad strategy?Alice in Wonderland

  • The rise in social gamingFarmville: Population 80 Million World of Warcraft: Population: 11 Million

  • Two Screen TV#EmbarrassingBodies

  • Alternative Reality GamesDark Knight Viral

  • Signal to noise ratio

  • Tastemakers Navigating the data overload

  • Tastemakers Gatekeepers Navigating the data overload

  • Tastemakers Gatekeepers CuratorsNavigating the data overload

  • Thank youSusi ONeill, Digital Consultant www.digitalconsultant.co.ukTwitter @susioneill LinkedIn/Facebook @susioneill

    email: susi@digitalconsultant.co.uk Tel: 07981 222799

  • www.creative-exchange.co.ukThe digital opportunity: Current and future trends

    Born after 1980 20,000 hours online by age 20 93% of 12-29 years olds online 73% use social networks*