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Digital Marketing

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The presentation illustrates the ever changing and growing media trends in the online/digital world.

The presentation illustrates the ever changing and growing media trends in the online/digital world.

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  • 1. [  digital  marke-ng  ]   Chris&an  Bartens,  Guest  Lecture  Electronic  Marke&ng,  MKTG  6015    University  of  Sydney  
  • 2. [  myself  ]  §  Digital  strategy,  web  analy&cs,  search  §  Tourism  Australia,  Sydney  §  Tourism  Australia,  London  §  University  of  Queensland,  Brisbane  §  Space2go.com,  Berlin  §  E-­‐LoN.com,  Berlin  §  Dive  &  Travel,  Freiburg  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 3. [  today  ]  §  Digital  evolu&on   –  Viral  marke&ng   –  Adop&on   –  Indirect  branding   –  Digital  universe   –  Social  networks   –  Consumers   –  Marke&ng  101   –  Media  spend   –  Gaming  §  Digital  trends   §  Useful  links   –  Web  2.0   –  NewsleYers  &  blogs   –  Synthesisers   –  Trends  &  char&ng   –  Basic  human  needs   –  Research   –  15  minutes  of  fame   §  Ques&ons   –  The  long  tail  §  Marke&ng  2.0  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 4. 1010110101001010111101001001010101010000101111100101010101 0100101011001010011010010101001110010100100101010010010100 1010010010100111110101010010100100100101001010111010100101 010   [  digital  evolu-on  ]  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 5. [  digital  universe  1990  ]  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 6. [  digital  adop-on  ]   Source:  Carat  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 7. [  digital  universe  today  ]   Source:  Isobar  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 8. [  digital  universe  today  ]   Source:  Isobar  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 9. [  online  oxygen  ]   plus  mobile  oxygen   Source:  Trendwatching  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 10. [  the  digital  na-ve  ]  §  10,000  gaming  hours  §  20,000  TV  hours  §  15,000  Internet  hours  §  200,000  emails  and  IMs  §  10,000  cell  phones  hours  §  All  before  they  are  25   Source:  Mark  Prensky,  M&C  Saatchi  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 11. [  mul-tasking  ]   Source:  Jeffrey  Cole,  Surveying  the  Digital  Future  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 12. [  rewiring  brains  ]  §  Neuroscience  tells  us  that   these  experiences  are  literally   re-­‐wiring  kids’  brains  §  If  we  were  to  take  an   electronic  scan  of  our  brains   and  compare  them  to  those  of   our  kids’  brains,  we  would   find  that  they  use   fundamentally  different   neural  pathways  to  process   the  same  informa&on   Source:  Harvard  Medical  School  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 13. [  quick  &  ruthless  ]  §  The  brain  works  faster  §  It  can  do  five  things  at  once  §  In  a  nanosecond  it  decides   what  gets  through  and  what   is  ruthlessly  edited  into   oblivion   Source:  M&C  Saatchi  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 14. [  recall  scores  collapse  ]   %  recall  one  day  aNer   adver&sing  message   Source:  NAD  /  Nielsen  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 15. [  digital  consump-on  ]   50%  digital  by  2007     Source:  Carat  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 16. [  tv  vs.  internet  ]     Source:  Jeffrey  Cole,  Surveying  the  Digital  Future  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 17. [  media  spend  imbalance  ]   Source:  Jeffrey  Cole,  Surveying  the  Digital  Future  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 18. web  2.0  blogs  rss  xml  wikis  social  networks  tagging  mashups  youtube   myspace  flickr  apis  web  2.0  blogs  rss  xml  wikis  social  networks  tagging   mashups  youtube  myspace  flickr  apis  web  2.0  blogs  rss  xml  wikis  social   [  digital  trends  ]  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 19. [  web  2.0  ]   what  the  ...  ?  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 20. [  video:  the  machine  is  us/ing  us  ]   hYp://www.youtube.com/watch?v=NLlGopyXT_g    [  july  2007  ]   [  chris&anbartens.com  ]  
  • 21. [  the  evolu-on  ]   web  1.0   web  2.0   links   rss  /  xml     groups   wikis   email   mashups   brochures   self-­‐organizing   directories   syndica&on   search   PEW:  “28%  of  US     tagging   Internet  users       tagged  content       online”  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 22. [  creators  vs.  synthesisers  ]   web  2.0   10%   1%   100%   Synthesisers   Creators   Consumers     find,  adapt,     start  groups,   search  for     add  to  and     create  and   and  find     share     publish     content   Source:  Isobar  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 23. [  basic  human  needs  ]   web  2.0   Source:  Maslow  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 24. [  hobbynomics  ]   Consumers  producing,  contribu&ng,  adding,   sugges&ng  for  non-­‐monetary  reasons,  leaving   economists  (and  well-­‐known  brands)  in  shock.     If  only  they  would  reap  the  benefits  from   understanding  that  increasingly,  contribu-ng     cons-tutes  status  for  crea&ve  individuals   Source:  Trendwatching  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 25. [  15  minutes  of  fame  ]   Source:  Jeffrey  Cole,  Surveying  the  Digital  Future  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 26. [  blogshere  2003  –  2006  ]   exponen-al  growth   Source:  Technora&  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 27. [  customer  made  ]   Source:  Trendwatching  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 28. [  life  caching  ]   Source:  Trendwatching  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 29. [  the  long  tail  ]   one2many   Volume   one2one   Varia-ons   Source:  Chris  Anderson  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 30. [  australian  top  10  ]   Source:  Hitwise  05/2007  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 31. web  2.0  blogs  rss  xml  wikis  social  networks  tagging  mashups  youtube   myspace  flickr  apis  web  2.0  blogs  rss  xml  wikis  social  networks  tagging   mashups  youtube  myspace  flickr  apis  web  2.0  blogs  rss  xml  wikis  social   [  marke-ng  2.0  ]  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 32. [  marke-ng  2.0  ]   Source:  Trendwatching   backver-sing,  assver-sing  and  nailver-sing  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 33. [  risky  viral  success  ]   funny  =  ridiculous  ?   Source:  M&C  Saatchi  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 34. [  got  game  ]   Source:  AOL,  ESA  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 35. [  video:  doritos  super  bowl  ad  ]   hYp://www.youtube.com/watch?v=kNxgxF-­‐7SfA  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 36. [  campaign  buzz  ]  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 37. [  indirect  branding  ]   viral  branding  =  loss  of  control  ?   Source:  Xtract  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 38. [  music  recommenda-ons  ]   Source:  Hitwise  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 39. [  mycompanyspace.com  ]  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 40. [  youtube.com  ]  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 41. [  wikipedia.com  ]  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 42. [  schmap.com  ]  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 43. [  topdeck.co.uk  ]  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 44. [  flickr.com  ]   influencers  &  brand  advocates   Source:  Isobar,  Lococitato    [  july  2007  ]   [  chris&anbartens.com  ]  
  • 45. [  flickr.com  ]   Source:  Soldierant  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 46. [  video:  microsoX  cdragon  ]   hYp://www.ted.com/index.php/talks/view/id/129  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 47. [  trust  online  ]   Source:  Jeffrey  Cole,  Surveying  the  Digital  Future  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 48. [  reach  reali-es  ]   australia.com  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 49. [  tourism  australia  ]   Infiltrate   Influence  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 50. ?[  quick  strategy  -ps  ]  §  Start  your  own  community  §  Write  your  own  company  blog    §  Write  your  own  product  reviews    §  Post  your  company’s  tv  commercials  §  Sorry,  not  that  easy  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 51. [  marke-ng  101  ]   search   Service   Support   Employees   Distribu&on   company   marke&ng   consumer   Experience   Brand   wom,  blogs,  emails,   reviews,  communi&es,   social  networks,  photo   sharing,  video  sharing   Source:  Don  E.  Schultz,  Northwestern  University  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 52. .org  hYp://  .com  www  .net  .org  hYp://  .com  www  .net  .org  hYp://  .com   www  .net  .org  hYp://  .com  www  .net  .org  hYp://  .com  www  .net  .org   hYp://  .com  www  .net  .org  hYp://  .com  www  .net  .org  hYp://  .com  www     [  useful  links  ]  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 53. [  newsleZers,  blogs  ]  §  hYp://www.emarketer.com/    §  hYp://www.techcrunch.com/    §  hYp://www.smartbrief.com/iab/    §  hYp://www.marke&ngvox.com/    §  hYp://www.imediaconnec&on.com/    §  hYp://www.trendwatching.com/    §  hYp://www.springwise.com/  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 54. [  newsleZers,  blogs  ]  §  hYp://www.lifehacker.com/    §  hYp://www.useit.com/alertbox/    §  hYp://weblogs.hitwise.com/  §  hYp://www.wired.com/    §  hYp://www.technora&.com/weblog/    §  hYp://del.icio.us/cbartens/ar&cles/    [  july  2007  ]   [  chris&anbartens.com  ]  
  • 55. [  trends,  char-ng  ]  §  hYp://www.hitwise.com.au/datacenter    §  hYp://www.google.com/trends    §  hYp://www.google.com/zeitgeist    §  hYp://www.blogpulse.com/  §  hYp://www.alexa.com/    §  hYp://www.compete.com/    §  hYp://www.visualcomplexity.com/vc/  [  july  2007  ]   [  chris&anbartens.com  ]  
  • 56. [  research  ]  §  hYp://www.etcnewmedia.com/    §  hYp://www.internetworldstats.com/    §  hYp://www.doubleclick.com/    §  hYp://www.digitalcenter.org/    §  hYp://www.online-­‐publishers.org/    §  hYp://www.clickz.com/    §  hYp://www.nngroup.com/    [  july  2007  ]   [  chris&anbartens.com  ]  
  • 57. [  research  ]  §  hYp://www.jupiterresearch.com/  §  hYp://www.pewinternet.org    §  hYp://www.atlassolu&ons.com/ins&tute  §  hYp://adlab.microsoN.com/    §  hYp://searchmarke&ng.yahoo.com/    §  hYp://adwords.google.com/    §  hYp://www.googspy.com/    [  july  2007  ]   [  chris&anbartens.com  ]  
  • 58. ?[  ques-ons  &  comments  ]   chris&an.bartens@gmail.com   www.chris&anbartens.com