Econsultancy Future Trends Briefing

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Sample document from Econsultancy's Future Trends in Digital Marketing Innovation Briefing, London 2011. The media and communications landscape continues to develop at a blistering pace, with consumer behaviour adapting rapidly to new technologies and platforms, making it critical for brands to be ready for the future. As clients play an ever more active role in the content ecosystem, new opportunities are opening up for brands to connect and interact with their customers in new and exciting ways. Packed with cutting edge examples, the presentation will challenge the way you approach your communication strategy and stimulate you to think laterally about your brand's presence in an ever-changing world.

Text of Econsultancy Future Trends Briefing

Slide 1

Future TrendsInnovation BriefingFebruary 2011 note: Sample presentation only, please download the full presentation from:

@neilperkinWhat Im going to talk to you about today

New and interesting digital models, ideasNew processes, techniques and ways of workingIdeas that are not new, but which are being applied in new ways and are informed by a close understanding of consumer needs

SocialDataGamingMobileContentUtilityAgile workingOpportunity often sits at the confluence of two or more trends


INVENTIONINNOVATIONDIFFUSION ideascommercialisation of ideasspread, adoption, imitation will be somewhat less about talk and more about action. We should know by now what we need to be doing, the challenge is about execution. And thats about good old fashioned things like people, process and technology. Ashley Friedlein2011 will be about putting all the thinking into action

'arranging the economic requirements for implementing an invention will be about true innovation: the commercialisation of principles or ideas

The steeper the curve of change, the more we need a little time to digest; work out what's a fad versus what's really interesting. Mel Exon, BBH Labs focus on doing doesnt mean we shouldnt pause to reflectBut there is an inherent recognition of the importance of innovation

Organisations not only felt bombarded by change, but that many are struggling to keep up. 8 out of 10 CEOs saw significant change ahead, and yet the gap between the expected level of change and the ability to manage it had almost tripled since the previous study in 2006

It will be increasingly important for businesses to focus on ways to unlock innovation

We will get past the endless babble about social media platforms, and more companies will begin embedding it into practices, strategies and workflowsINNOVATION IN THE SOCIAL WEB with social will increasingly be more than just commsGartner predicts that by 2016, social technologies will be integrated with most business applications bringing social CRM, internal communications and collaboration, and public social site initiatives into a coordinated strategy.

The Eureka Myth the myth of the lone-creative genius with a spark of sudden inspirationIdeas take a long time to mature, sometimes laying dormant (in the form of 'partial hunches' or half-ideas) for years. It is the collision of these half-ideas, whether our own or from others, that enables breakthroughs to happen. Rather than being a single thing, ideas are networks, or new configurations.Porous Enterprise - Chance favours the connected mind

The great driver of innovation has been the historic increase in connectivity between us that creates infinite possibilities for ideas to be swappedAgile enterprises that understand this create and enable spaces (physical and virtual) where ideas can mingle (in the way that coffee houses did in The Enlightenment)Porous Enterprise - Chance favours the connected mind who increasingly recognise the value of being connected to the interesting ideas in their own and related marketsEmployers who encourage their employees to connectEnterprises will become increasingly porous Connected employees bring new thinking into the organisation Allows for innovation at the edges non-core thinking Relationships seen as valuable assets Flow of ideas into and within organisations Companies less reliant on stocks of knowledge, and more connected to flows of knowledge

Porous Enterprise

A new class of company is emergingone that uses collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organizations reach to customers, partners, and suppliersThe Networked Enterprisefully networked enterprises are not only more likely to be market leaders or to be gaining market share but also use management practices that lead to margins higher than those of companies using the Web in more limited ways.

But content on the social web will continue to become ever more importantradiomagsnewspapers

online adsoutdoortelevisionadvertisingsocialmedianatural search campaigns

affiliatesemailcorporatewebsitecommunityproductsite(s)campaignsite(s)video sharingsocial networksblogs

forumspersonal pagesBOUGHT MEDIAEARNED MEDIAOWNED MEDIAAll media directly owned by the brand. These destinations provide a platform to drive marketing messages and tools to create Earned MediaTypical corporate media spend Drives people to Owned MediaFirst-person commentary and content about the brand posted and shared across a variety of venues

Social Media outlets also support both Bought Media (e.g., ad banners, sem/ppc, etc.) and Owned Media (e.g., widgets, apps, etc.)THE NEW CONTENT ECOSYSTEMSpend will grow in earned and owned media initiatives faster than bought mediaBrands taking an ever more significant, diverse and assured role as content producersHowever, we have control over our Owned Media and traditionally most organsiation aren't doing as much as they could with this.21

Morgan Stanley Internet Trends Report 2010The web is inherently socialBuilding platforms for longer-term, sustainable relationships with customers

Communities already exist. Instead, think about how you can help that community do what it wants to doMark Zuckerberg23

Make it as easy as possible for your fans to find it and spread the wordIf the web is a mass of conversations, then get talked about

The spreadability of ideas and content

Ref: spend generates trafficSome of that traffic sticksUsers are inspired and enabled to talk about your productThey spread the message around the networkDeveloping strategies to turn followers into advocates

Please note: Sample presentation only, please download the full presentation from:| 13 January 2008| Course Title| 27EconsultancyEconsultancy is a global independent community-based publisher, focused on best practice digital marketing and ecommerce. Our hub has 95,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences, forums and professional networking.For the last 10 years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation.Join Econsultancy today at All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright Ltd 2011.27