Digital WTF? Southampton Solent University 14 April 08 [email_address] bluurb.wordpress.com
POST <ul><li>Purpose </li></ul><ul><ul><li>WTF is digital? </li></ul></ul><ul><li>Outcome </li></ul><ul><ul><li>You know what digital is, what’s happening & how you might go and play in it </li></ul></ul><ul><li>Structure </li></ul><ul><ul><li>Informal discussion </li></ul></ul><ul><li>Timing </li></ul><ul><ul><li>1 hour or so </li></ul></ul>
How many do you do? <ul><li>I email useful information to colleagues </li></ul><ul><li>I send photos to friends </li></ul><ul><li>I use instant messenger </li></ul><ul><li>I have participated in a peer poll </li></ul><ul><li>I have submitted a book review to Amazon </li></ul><ul><li>I have submitted seller feedback to eBay </li></ul><ul><li>I read or contribute to on-line discussion groups </li></ul><ul><li>I contribute personal opinions to a website </li></ul><ul><li>I write my own Blog </li></ul><ul><li>I create multimedia content and post to the Internet </li></ul>
<ul><li>“ It’s not about mass media, it’s about My Media” </li></ul><ul><li>Farzad Nazem – CTO, Yahoo </li></ul>
“ Traditional advertising doesn’t work. And companies who don’t get wise to this are going to fail.” Sergio Zyman, The End of Advertising As We Know It
UK media 30 years ago… Sources: OfCom 3 TV channels 6 radio stations 3,500 magazine titles
UK media today... Sources: OfCom, Wikipedia 250+ TV channels 500+ radio stations 10,000+ magazine titles +
39.1m internet users (64.2%) But not just penetration… broadband drives interactivity & engagement Average amount of time spent online increased x4 in last 4 years (20hrs pm) 110% mobile phone penetration 1 billion text messages sent weekly 38% mobile internet usage by 2012 UK media today... Sources: Yahoo! 2006, eMarketer 2007 & OfCom Q1 2006, International Telecommunications Union and Veronis Suhler Stevenson, Economist 2004, Forrester
3,000 Source: Advertising: It's Everywhere, Media Awareness Network, 2005.
Always on culture… today’s consumer mashes 44hrs into 24hr day Source: Yahoo!/OMD
Consumers trust their peers more than they trust marketers 90% 70% 45% Recommendations from other consumers Brand websites TV ads Sources: Forrester/Intelliseek Research 2006, Yankelovich Monitor 2004/05 Not as overwhelmed by information as they used to be 58% 1999 “ I’m overwhelmed by all the sources of information avail;able today.” 45% 2004 Want to try before they buy More and more watching film trailer online before buying tickets iTunes have shifted record buying. Sample the singles then buy the album. Pride themselves on seeing through the marketing speak & spin 58% 2005 “ It’s important to be seen as somebody who can see through the exaggeration & the hype.” 38% 2002
The atomisation of the web has made these complexities harder to overcome Brand “ownership” has fundamentally shifted. Consumers expect to be involved, engaged and invited to collaborate Sources: David Armano, http://darmano.typepad.com/logic_emotion
From SHOUTING to conversations web 1.0 / mass media web 2.0
The consumer has evolved… They have on demand expectations They want real-time dialogue They want personal experiences Sources: Greg Verdino, http://gregverdino.typepad.com/
Advertising isn’t relevant... Content that informs , educates and entertains is. In short… Engagement
Engagement… Pop culture Entertainment Social networks & communities
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