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Marketing Technology
 

Marketing Technology

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The presentation discusses the effects of new and emerging technologies in marketing communication.

The presentation discusses the effects of new and emerging technologies in marketing communication.

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    Marketing Technology Marketing Technology Presentation Transcript

    • [  marke(ng  technology  ]   Chris&an  Bartens,  Guest  Lecture   Interna&onal  Marke&ng,  MKTG  6013    University  of  Sydney  
    • [  myself  ]  §  Digital  strategy,  web  analy&cs,  search  §  Tourism  Australia,  Sydney  §  Tourism  Australia,  London  §  University  of  Queensland,  Brisbane  §  Space2go.com,  Berlin  §  E-­‐LoO.com,  Berlin  §  Dive  &  Travel,  Freiburg  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  today  ]  §  Marke&ng  theory   –  Product,  price,  place,  promo&on   –  Audiences,  plaVorms,  content   –  Innovators,  early  adopters,  majority,  laggards   –  Awareness,  interest,  desire,  ac&on  §  Marke&ng  examples  §  Useful  links  §  Ques&ons  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  technology  affects  marke(ng  ]  
    • [  technology  affects  us  ]  
    • boring    necessary  founda&on  exci&ng  understanding  funny  boring     necessary  founda&on  exci&ng  understanding  funny  boring  necessary   founda&on  exci&ng  understanding  funny  boring  necessary  founda&on   [  theory  plus  examples  ]  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  marke(ng  mix  ]   product   price   mix   place   promo(on  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  promo(on  ]  §  Promo&on  is  communica&on   –  Audiences:  who  are  we  talking  to?     –  PlaVorms:  where  do  we  spend  our  &me?   –  Content:  what  messages  do  we  respond  to?  §  Has  technology  changed  any  of  this?  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  communica(on  ]   audiences   pla<orms   content  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  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  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  online  oxygen  ]   plus  mobile  oxygen   Source:  Trendwatching  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  mul(tasking  ]   Source:  Jeffrey  Cole,  Surveying  the  Digital  Future  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  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  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  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  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  basic  human  needs  ]   web  2.0   Source:  Maslow  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  youtube.com  ]  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  15  minutes  of  fame  ]   Source:  Jeffrey  Cole,  Surveying  the  Digital  Future  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  twiKer.com  ]  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  communica(on  ]   audiences   pla<orms   content  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  digital  universe  1990  ]  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  digital  universe  today  ]   Source:  Isobar  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  digital  universe  today  ]   Source:  Isobar  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  immediate  response  ]  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  digital  consump(on  ]   50%  digital  by  2007     Source:  Carat  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  got  game  ]   Source:  AOL,  ESA  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  virtual  shopfront  ]   what  if  the  corner  store  is  not  listed  in  Google?   Source:  Jeffrey  Cole,  Surveying  the  Digital  Future  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  media  spend  imbalance  ]   Source:  Jeffrey  Cole,  Surveying  the  Digital  Future  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  ebay.com.au  ]  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  reach  reali(es  ]   australia.com   taking  the  brand  to  where  the  eyeballs  are  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  music  recommenda(ons  ]   Source:  Hitwise  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  flickr.com  ]   iden(fy  influencers  and  advocates   Source:  Isobar,  Lococitato    [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  topdeck.co.uk  ]  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  schmap.com  ]  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  video:  doritos  super  bowl  ad  ]   hdp://www.youtube.com/watch?v=kNxgxF-­‐7SfA  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  diffusion  of  innova(ons  ]  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  internet  users  ]   globally   Australia  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  your  customers  ]  §  Over  1  billion  internet  users  §  S&ll  exponen&al  growth  globally  §  Driven  by  Europe,  South  American  and  Asia  §  United  States  and  Australia  nearing  satura&on  §  Growth  now  from  older  segments   – Ages  impacts  on  usability  (e.g.  font  size)  §  Plus  growth  from  infrastructure  improvements   – Speed  impacts  on  content  types  (e.g.  video)  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  your  compe((on  ]  §  Over  100  million  websites   –  But  growth  slowing  down  §  Con&nuously  new  compe&tors   –  Recent  launch  of  jobsjobsjobs.com.au   –  Consumer  generated  content  (e.g.  blogs)  §  Increasing  compe((on  for  aKen(on   –  More  and  more  op&ons   –  But  same  amount  of  &me  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  communica(on  ]   audiences   pla<orms   content  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  recall  scores  collapse  ]   %  recall  one  day  aOer   adver&sing  message   Source:  NAD  /  Nielsen  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  subservientchicken.com  ]   Source:  M&C  Saatchi  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  risky  viral  success  ]   funny  or  ridiculous?   Source:  M&C  Saatchi  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  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  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  wikipedia.com  ]  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  maps.google.com.au  ]  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  web  2.0  ]   what  the  ...  ?  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  video:  the  machine  is  us/ing  us  ]   hdp://www.youtube.com/watch?v=NLlGopyXT_g    [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  the  evolu(on  ]   web  1.0   web  2.0   html   xml  /  rss   my  soVware   public  soVware   my  content   user  content   no  sharing   syndica(on   groups   wikis   no  interac(on   social  media   search  engines   self-­‐organizing   directories   user  tagging   limited  reach   increased  reach   PEW:  “28%  of  US     total  control   reduced  control   Internet  users     tagged  content     sta(c   online”   viral  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  blogsphere    2003  –  2006  ]   exponen(al  growth   Source:  Technora&  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  fat  head  vs.  long  tail  ]   one2many   Volume   one2one   Varia(ons   Source:  Chris  Anderson  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  jpgmag.com  ]   Source:  Trendwatching  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  age  of  the  synthesisers  ]   web  2.0   100%   10%   1%   Consumers     Synthesisers   Creators   search  for     find,  adapt,     start  groups,   and  find     add  to  and     create  and   content   share     publish     Source:  Isobar  [  august  2007  ]   [  chris&anbartens.com  ]  
    • web  2.0  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  social  media  ]   Source:  Business  Week  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  virtually  irreplaceable  ]   Source:  Jeffrey  Cole,  Surveying  the  Digital  Future  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  virtual  reality  ]   freaks  or  friends  for  life?   Source:  Jeffrey  Cole,  Surveying  the  Digital  Future  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  facebook.com  ]  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  trust  online  ]   Source:  Jeffrey  Cole,  Surveying  the  Digital  Future  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  indirect  branding  ]   viral  branding  =  loss  of  control?   Source:  Xtract  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  aida(s)  ]   old  media   new  media   awareness   interest   desire   ac&on   sa&sfac&on   social  media  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  transparency  tyranny  ]   threat  or     opportunity?   Source:  Trendwatching  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  back  to  basics  ]   service   search   product   support   employees   company   promo(on   consumer   experience   brand   wom,  blogs,  emails,   reviews,  communi&es,   social  networks,  photo   sharing,  video  sharing   Source:  Don  E.  Schultz,  Northwestern  University  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  marke(ng  2.0  ]   Source:  Trendwatching   backver(sing,  assver(sing  and  nailver(sing  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  summary  ]  §  The  digital  landscape  has  changed   –  Compe&&on  is  now  global   –  Audience  is  ruthless  with  short  aden&on  span  §  New  technologies  mean  opportuni&es   –  Marketers  need  to  re-­‐educate  themselves   –  Mobile,  web  2.0  and  social  networking  §  Get  back  to  the  basics   –  Create  opportuni&es  for  digital  word  of  mouth   –  Deal  with  unsa&sfied  customers  
    • www  rss  email  news  blogs  trends  tools  charts  research  reports  www  rss   email  news  blogs  trends  tools  charts  research  reports  www  rss  email   news  blogs  trends  tools  charts  research  reports  www  rss  email  news   [  useful  links  ]  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  newsleKers,  blogs  ]  §  hdp://www.emarketer.com/    §  hdp://www.techcrunch.com/    §  hdp://www.smartbrief.com/iab/    §  hdp://www.marke&ngvox.com/    §  hdp://www.imediaconnec&on.com/    §  hdp://www.trendwatching.com/    §  hdp://www.springwise.com/  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  newsleKers,  blogs  ]  §  hdp://www.lifehacker.com/    §  hdp://www.useit.com/alertbox/    §  hdp://weblogs.hitwise.com/  §  hdp://www.wired.com/    §  hdp://www.technora&.com/weblog/    §  hdp://del.icio.us/cbartens/ar&cles/    [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  trends,  char(ng  ]  §  hdp://www.hitwise.com.au/datacenter    §  hdp://www.google.com/trends    §  hdp://www.google.com/zeitgeist    §  hdp://www.blogpulse.com/  §  hdp://www.alexa.com/    §  hdp://www.compete.com/    §  hdp://www.visualcomplexity.com/vc/  [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  research  ]  §  hdp://www.etcnewmedia.com/    §  hdp://www.internetworldstats.com/    §  hdp://www.doubleclick.com/    §  hdp://www.digitalcenter.org/    §  hdp://www.online-­‐publishers.org/    §  hdp://www.clickz.com/    §  hdp://www.nngroup.com/    [  august  2007  ]   [  chris&anbartens.com  ]  
    • [  research  ]  §  hdp://www.jupiterresearch.com/  §  hdp://www.pewinternet.org    §  hdp://www.atlassolu&ons.com/ins&tute  §  hdp://adlab.microsoO.com/    §  hdp://searchmarke&ng.yahoo.com/    §  hdp://adwords.google.com/    §  hdp://www.googspy.com/    [  august  2007  ]   [  chris&anbartens.com  ]  
    • ? [  ques(ons  ]  chris&an.bartens@gmail.com   www.chris&anbartens.com