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

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.

How many of the 90’s Australian Superbrands are in the top 100 AU websites?

= 6 Maybe we need to think differently about digital?

Base: Australians Online

It’s time the imbalance rebalanced

Strong financial justification required for digital But backed by returns that show it actually works Some Web 3.0 concepts: Cloud; SaaS; Portability; Semantics Check out TripIt, Twine, Hakia etc Social networking leaves the ‘function’ And steps out everywhere as a feature Mobility becomes critical From consumer touch point to advertising medium Performance-based online advertising won’t go away And we’ll start to measure much more carefully

Strong financial justification required for digital

But backed by returns that show it actually works

Some Web 3.0 concepts: Cloud; SaaS; Portability; Semantics

Check out TripIt, Twine, Hakia etc

Social networking leaves the ‘function’

And steps out everywhere as a feature

Mobility becomes critical

From consumer touch point to advertising medium

Performance-based online advertising won’t go away

And we’ll start to measure much more carefully

Companies will embrace digital as a way of cutting costs They 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 costs

They 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

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 Australian Digital Services Industry A$17.9Bn Total Digital Marketing Spend A$4.5Bn Online Advertising A$1.5Bn

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

AUS$17.9 Billion spent on Digital Services in 2008 Key Findings For Digital Services

14.3% of enterprise expenditure on Digital Services

40% of customers engaged through Digital Services

25% of customer expenditure tied to Digital Services

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 products One public and social One enterprise and social But remember your audiences on new platforms Not 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 products

One public and social

One enterprise and social

But remember your audiences on new platforms

Not 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 often Communication, content and utility Response to mobile advertising incredible: 3% - 7% response rate 10% - 20% conversation rate 6 times the ROI on mobile compared to other forms So maybe this year – businesses will start to embrace this And 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 often

Communication, content and utility

Response to mobile advertising incredible:

3% - 7% response rate

10% - 20% conversation rate

6 times the ROI on mobile compared to other forms

So maybe this year – businesses will start to embrace this

And for Goodness sake – not just on iPhone!

Performance-based online advertising isn’t going away Cost per click/ cost per referral We’ll start to measure much more carefully (and on mobile) With more accountability and honesty Especially 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

Performance-based online advertising isn’t going away

Cost per click/ cost per referral

We’ll start to measure much more carefully (and on mobile)

With more accountability and honesty

Especially where we go social (No, Witchery was not a success)

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 channel Not just a marketing tool (which budget?) Dramatically better (behavioural) tracking Did I mention context? Or personalisation? Wholesale (and understood) data rate Make advertisers pay for watching their content Smarter mobile services And more than iPhone please!

Common low data rate for mobile

If we complain about broadband speeds…

Mobile as consumer engagement channel

Not just a marketing tool (which budget?)

Dramatically better (behavioural) tracking

Did I mention context? Or personalisation?

Wholesale (and understood) data rate

Make advertisers pay for watching their content

Smarter mobile services

And more than iPhone please!

Advertising and entertainment merging Can’t get audience? Can’t get funding? More Social Message Services Twitter more mainstream Use of these in enterprise Yammer – internal twitter Social networks leave the applications Becomes feature, not trapped as function Can we stop the ‘cloud’ being owned? The next evil empire is…..

Advertising and entertainment merging

Can’t get audience? Can’t get funding?

More Social Message Services

Twitter more mainstream

Use of these in enterprise

Yammer – internal twitter

Social networks leave the applications

Becomes 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