Digital Predictions* For 2010 and Beyond *Guaranteed 100% Wrong or Your Money Back
About Mullen Digital <ul><li>200 Experienced, Digitally Focused Professionals </li></ul><ul><li>Mission: Simplify, Humaniz...
About Dan (AKA GoDanDooley) DjDooley
Privacy – Shifting Norms And Expectations
What If Your Credit Card Statement Was Available Online?
Security or Privacy?  www.geekologie.com
What Do People Really Want? www.joyoftech.com
What Do People Really Expect? http://www.ftc.gov/bcp/workshops/privacyroundtables/
What Do People Really Expect? http://www.ftc.gov/bcp/workshops/privacyroundtables/
What Do People Really Expect? http://www.ftc.gov/bcp/workshops/privacyroundtables/
“ The Form Versus The Forum”
Persona Versus Personage
Our Government Is Taking a Position
What If Your Credit Card Statement Was Available Online?
<ul><li>Delineate Security versus Privacy </li></ul><ul><li>Ask for less data up-front – fill the information </li></ul><u...
Publicity – Find the Famous for Filtering
<ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>...
<ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>...
<ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>...
<ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>...
<ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>...
<ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>...
<ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>...
<ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>...
<ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>...
<ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>...
<ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>...
SERPs – Welcome to Your New Home Page
SERP: Search Engine Results Page
Importation Evolution
Importation Evolution http://searchengineland.com/images/universal-search.gif
Importation Evolution http://searchengineland.com/images/universal-search.gif
Another View Of Your Home http://searchengineland.com/images/universal-search.gif
Old Home Page Strategy
Your New Home Page Strategy
Here’s One Way to Publicize Your Policy
SEO + SMO = Amplified Findability http://www.bized.co.uk/images/snowboarder.jpg
<ul><li>Treat the SERP for your brand or company like </li></ul><ul><li>your site’s home page </li></ul><ul><li>Think beyo...
EaaS – Everything As A Service
Rise of Software-as-a-Service
Is Google a Software Company?
Is Google a Software Company?
Is Google a Software Company? Letsogomobile.org
Google Is an ADVERTISING Company www.takepart.com/news/tag/times-square
Monetizing “Place” http://f00.inventorspot.com/images/1Andrew_Jones_cartoon.jpg
Monetizing Sight
Monetizing Awareness
Everything-as-a-Platform
IT Support to Business Support http://www.vnv.in/gadgets/images/business-man.jpg
From OPERATING Environments To ENABLING Environments dixonaedm310fall2009.blogspot.com/ Curating
<ul><li>Think about the unification of devices and services  </li></ul><ul><li>(while everyone else worries about prolifer...
Social Business: Conversations to Commerce
Gartner’s Hype Cycle soa.cetis.ac.uk/.../1.3/GartnerHypeCycle.svg.png
Best Buy Twelpforce
Best Buy Facebook Storefront
Best Buy Facebook Storefront
Evolutions Overlap http://blogs.forrester.com/marketing/2009/04/the-future-of-the-social-web-in-five-eras.html
Social Relationship Era
Social Functionality Era www.farmville.com/
Social Colonization Era
Social Context Era http://www.huffingtonpost.com/social
Social Commerce Era
Social Commerce (Exchanging)
Social Commerce (Shopping)
Social Commerce (Selling) http://i.zdnet.com/blogs/salesforce-chattergroups.jpg
“ Atoms are the new Bits” https://magazine.wired.com/
From Prototype to Production
<ul><li>Nimbler augments to things like customer service, </li></ul><ul><li>product development and even sales </li></ul><...
Frequency: Creating Cross-Channel Trust
Trust In Our Friend’s Opinions Is Declining
(Or Was It Very High to Begin With?) http://en.wikipedia.org/wiki/File:Ew_be_spoof.jpg
Difficult To Separate Media, From Friends, From Companies http://www.cnn.com/exchange/blogs/index.html
People Trust Themselves!
(They just need to see things 5 or 6 times) © Mullen
A New Approach:  Frequency + Receptivity  © Mullen
A Need For Unified Attribution Modeling Across Media
<ul><li>Don’t over react and eliminate WOM/Social </li></ul><ul><li>marketing; just ensure it is part of a total media </l...
Game-ification of America
Stop Thinking About The “Gamer” http://failblog.org/
Start Thinking About Participation http://wiifitnessdepot.com/nintendo-wii/family-oriented-gaming/
Everything Can Be Game-Like
Everything Can Be Game-Like
Game-Like Crowd Sourcing
Game-Like Object Finding
Game-Like Ad Enhancements
Game-Like Interfaces http://www.wikinomics.com/blog/uploads/minority-report-ui.jpg
Game-Like Reaction To This Presentation (+ 1 Me)
<ul><li>Think about adding gaming skills to the core team </li></ul><ul><li>Expand your rewards from attaining tangible </...
Information Design: Organizational Beauty
Remember Things Before “Targetization”
And Then After? Target.com
And Then After? Target.com
This Is the Year It will Happen to Your Data!
A Visual Renaissance For Statisticians
You Will Find a Way for Data to Be Designed http://www.informationisbeautiful.net/
For Statistics to Be Sexy http://www.informationisbeautiful.net/
To Demand a Better Dashboard simplecomplexity.net
To Color Code Results Like Roadways http://www.business2.com.au/wp-content/uploads/2009/04/web_trend_map2560x16001.jpg
And Bring Something Like THIS to Your Boss and Peers simplecomplexity.net
Instead of This
Start With Yourself (Mention Map)
Before We Go: Dan.Dooley@Mullen.com Video Killed The Marketing Star March 24 th , 12-1
Closing: Platforms Are Power!!!
Thank You GoDanDooley
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Digital Predictions, 2010 and Beyond

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A look at digital marketing in the not-too-distant future. From shifting privacy norms, evolving SERPs, the game-ification of everything, social business, and more. Implications and business application included as well.

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Digital Predictions, 2010 and Beyond

  1. 1. Digital Predictions* For 2010 and Beyond *Guaranteed 100% Wrong or Your Money Back
  2. 2. About Mullen Digital <ul><li>200 Experienced, Digitally Focused Professionals </li></ul><ul><li>Mission: Simplify, Humanize, Monetize </li></ul><ul><li>Full-Service Digital Practice </li></ul><ul><ul><li>- Web Presence Strategy : Sites, Destinations, & Technology Platforms </li></ul></ul><ul><ul><li>Connectivity Planning : Paid and Earned Media Distribution </li></ul></ul><ul><ul><li>Experience Design : Content Production, Display </li></ul></ul><ul><ul><li>Performance Management : Analytic and Optimization Programs </li></ul></ul>Interactive Arm of IPG’s Mullen, a Top North American Agency
  3. 3. About Dan (AKA GoDanDooley) DjDooley
  4. 4. Privacy – Shifting Norms And Expectations
  5. 5. What If Your Credit Card Statement Was Available Online?
  6. 6. Security or Privacy? www.geekologie.com
  7. 7. What Do People Really Want? www.joyoftech.com
  8. 8. What Do People Really Expect? http://www.ftc.gov/bcp/workshops/privacyroundtables/
  9. 9. What Do People Really Expect? http://www.ftc.gov/bcp/workshops/privacyroundtables/
  10. 10. What Do People Really Expect? http://www.ftc.gov/bcp/workshops/privacyroundtables/
  11. 11. “ The Form Versus The Forum”
  12. 12. Persona Versus Personage
  13. 13. Our Government Is Taking a Position
  14. 14. What If Your Credit Card Statement Was Available Online?
  15. 15. <ul><li>Delineate Security versus Privacy </li></ul><ul><li>Ask for less data up-front – fill the information </li></ul><ul><li>gaps on the backend </li></ul><ul><li>Pay attention to what’s coming from Capital Hill </li></ul><ul><li>Understand what your counsel’s standing is </li></ul><ul><li>Separate someone’s persona from their person </li></ul><ul><li>Never underestimate our ability to name things </li></ul><ul><li>stupidly (Blippy, REALLY?) </li></ul>Implications Consumers and Congress will provide clarity around expectations and parameters for security and privacy ... As will your lawyers.
  16. 16. Publicity – Find the Famous for Filtering
  17. 17. <ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>Client side and agency leadership roles </li></ul><ul><li>Lazy Early Adopter </li></ul>Everyone Will Be Famous For... http://weblogs.clarin.com/itinerarte/archives/2009/02/paris_30_warhol_toujours.html
  18. 18. <ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>Client side and agency leadership roles </li></ul><ul><li>Lazy Early Adopter </li></ul>15 Minutes...
  19. 19. <ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>Client side and agency leadership roles </li></ul><ul><li>Lazy Early Adopter </li></ul>15 Megs...
  20. 20. <ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>Client side and agency leadership roles </li></ul><ul><li>Lazy Early Adopter </li></ul>Among 15 People...
  21. 21. <ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>Client side and agency leadership roles </li></ul><ul><li>Lazy Early Adopter </li></ul>Social Media Noise Is Deafening Darmano.typepad.com
  22. 22. <ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>Client side and agency leadership roles </li></ul><ul><li>Lazy Early Adopter </li></ul>But With Noise Come Filters http://www.techgadgets.in/images/monster-beats-by-dr-dre-headphones.jpg
  23. 23. <ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>Client side and agency leadership roles </li></ul><ul><li>Lazy Early Adopter </li></ul>But, With Noise Come Filters www.joyoftech.com
  24. 24. <ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>Client side and agency leadership roles </li></ul><ul><li>Lazy Early Adopter </li></ul>But, With Noise Come Filters
  25. 25. <ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>Client side and agency leadership roles </li></ul><ul><li>Lazy Early Adopter </li></ul>Not Everyone “Creates” Content
  26. 26. <ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>Client side and agency leadership roles </li></ul><ul><li>Lazy Early Adopter </li></ul>Content, Aggregation, Curation
  27. 27. <ul><li>VP- Director, Digital Solutions </li></ul><ul><li>Over 15 years experience in the digital space </li></ul><ul><li>Client side and agency leadership roles </li></ul><ul><li>Lazy Early Adopter </li></ul>Implications Re-asses the assumption that you only need to be in the content creation business – its sexier to be a writer, but Librarians are really more helpful
  28. 28. SERPs – Welcome to Your New Home Page
  29. 29. SERP: Search Engine Results Page
  30. 30. Importation Evolution
  31. 31. Importation Evolution http://searchengineland.com/images/universal-search.gif
  32. 32. Importation Evolution http://searchengineland.com/images/universal-search.gif
  33. 33. Another View Of Your Home http://searchengineland.com/images/universal-search.gif
  34. 34. Old Home Page Strategy
  35. 35. Your New Home Page Strategy
  36. 36. Here’s One Way to Publicize Your Policy
  37. 37. SEO + SMO = Amplified Findability http://www.bized.co.uk/images/snowboarder.jpg
  38. 38. <ul><li>Treat the SERP for your brand or company like </li></ul><ul><li>your site’s home page </li></ul><ul><li>Think beyond “listings” – or expand the definition </li></ul><ul><ul><li>Products - Locations </li></ul></ul><ul><ul><li>Videos - Tweets/Posts </li></ul></ul><ul><ul><li>Reviews - Careers </li></ul></ul><ul><ul><li>Investor Rel. - Loyalty </li></ul></ul><ul><li>Score each of these click engagements uniquely </li></ul><ul><li>“ Blend SEO with Social Media Optimization (SMO) </li></ul>Implications The search engines will open up their pay per click (or sponsored) offerings, allowing for more multimedia control but with the expectation that your “stuff” still be relevant.
  39. 39. EaaS – Everything As A Service
  40. 40. Rise of Software-as-a-Service
  41. 41. Is Google a Software Company?
  42. 42. Is Google a Software Company?
  43. 43. Is Google a Software Company? Letsogomobile.org
  44. 44. Google Is an ADVERTISING Company www.takepart.com/news/tag/times-square
  45. 45. Monetizing “Place” http://f00.inventorspot.com/images/1Andrew_Jones_cartoon.jpg
  46. 46. Monetizing Sight
  47. 47. Monetizing Awareness
  48. 48. Everything-as-a-Platform
  49. 49. IT Support to Business Support http://www.vnv.in/gadgets/images/business-man.jpg
  50. 50. From OPERATING Environments To ENABLING Environments dixonaedm310fall2009.blogspot.com/ Curating
  51. 51. <ul><li>Think about the unification of devices and services </li></ul><ul><li>(while everyone else worries about proliferation) </li></ul><ul><li>Understand Mobile as an advertising platform, but </li></ul><ul><li>not just for serving “ads” </li></ul><ul><li>Think of EVERYTHING as a platform and every </li></ul><ul><li>platform as a potential service </li></ul><ul><li>Start fostering “meaningful” relationships with IT </li></ul>Implications As everything converges (with marketing platforms driving evolution), there will be more emphasis on true integration: Everything-as-a-Service...
  52. 52. Social Business: Conversations to Commerce
  53. 53. Gartner’s Hype Cycle soa.cetis.ac.uk/.../1.3/GartnerHypeCycle.svg.png
  54. 54. Best Buy Twelpforce
  55. 55. Best Buy Facebook Storefront
  56. 56. Best Buy Facebook Storefront
  57. 57. Evolutions Overlap http://blogs.forrester.com/marketing/2009/04/the-future-of-the-social-web-in-five-eras.html
  58. 58. Social Relationship Era
  59. 59. Social Functionality Era www.farmville.com/
  60. 60. Social Colonization Era
  61. 61. Social Context Era http://www.huffingtonpost.com/social
  62. 62. Social Commerce Era
  63. 63. Social Commerce (Exchanging)
  64. 64. Social Commerce (Shopping)
  65. 65. Social Commerce (Selling) http://i.zdnet.com/blogs/salesforce-chattergroups.jpg
  66. 66. “ Atoms are the new Bits” https://magazine.wired.com/
  67. 67. From Prototype to Production
  68. 68. <ul><li>Nimbler augments to things like customer service, </li></ul><ul><li>product development and even sales </li></ul><ul><li>Customers will bring their Social IDs with them, </li></ul><ul><li>and expect you to do something with it... (and </li></ul><ul><li>this data will be more accurate than what you can </li></ul><ul><li>mine) </li></ul><ul><li>Don’t assume because you make something today, </li></ul><ul><li>social cohorts won’t be making it better – and </li></ul><ul><li>more efficiently – tomorrow (literally, tomorrow) </li></ul>Implications Social Media Platforms will continue to aggressively merge together, providing opportunities to bypass poor or slow-to-change operating systems
  69. 69. Frequency: Creating Cross-Channel Trust
  70. 70. Trust In Our Friend’s Opinions Is Declining
  71. 71. (Or Was It Very High to Begin With?) http://en.wikipedia.org/wiki/File:Ew_be_spoof.jpg
  72. 72. Difficult To Separate Media, From Friends, From Companies http://www.cnn.com/exchange/blogs/index.html
  73. 73. People Trust Themselves!
  74. 74. (They just need to see things 5 or 6 times) © Mullen
  75. 75. A New Approach: Frequency + Receptivity © Mullen
  76. 76. A Need For Unified Attribution Modeling Across Media
  77. 77. <ul><li>Don’t over react and eliminate WOM/Social </li></ul><ul><li>marketing; just ensure it is part of a total media </li></ul><ul><li>mix that can be measured and optimized </li></ul><ul><li>Map an engagement path across all connectivity </li></ul><ul><li>points, so frequency enables the user to trust </li></ul><ul><li>themselves </li></ul><ul><li>Start unifying your media data points: don’t just </li></ul><ul><li>bucket into digital, social, traditional </li></ul>Implications A re-evaluation of the emphasis on peers as a strategic center will result in a renewed commitment to frequency targeting – and a unifying measurement tool will emerge.
  78. 78. Game-ification of America
  79. 79. Stop Thinking About The “Gamer” http://failblog.org/
  80. 80. Start Thinking About Participation http://wiifitnessdepot.com/nintendo-wii/family-oriented-gaming/
  81. 81. Everything Can Be Game-Like
  82. 82. Everything Can Be Game-Like
  83. 83. Game-Like Crowd Sourcing
  84. 84. Game-Like Object Finding
  85. 85. Game-Like Ad Enhancements
  86. 86. Game-Like Interfaces http://www.wikinomics.com/blog/uploads/minority-report-ui.jpg
  87. 87. Game-Like Reaction To This Presentation (+ 1 Me)
  88. 88. <ul><li>Think about adding gaming skills to the core team </li></ul><ul><li>Expand your rewards from attaining tangible </li></ul><ul><li>“ objects” to granting status and badges </li></ul><ul><li>- Add game-like elements to research/surveys </li></ul><ul><li>Don’t be caught off guard by location-based (and </li></ul><ul><li>real-time) brand/product additives </li></ul><ul><li>Crowd-Source the means to justify the ends </li></ul>Implications Gaming logic and models will move well beyond demographics and what we label consoles as consumers become more comfortable expressing themselves with game-like rules systems.
  89. 89. Information Design: Organizational Beauty
  90. 90. Remember Things Before “Targetization”
  91. 91. And Then After? Target.com
  92. 92. And Then After? Target.com
  93. 93. This Is the Year It will Happen to Your Data!
  94. 94. A Visual Renaissance For Statisticians
  95. 95. You Will Find a Way for Data to Be Designed http://www.informationisbeautiful.net/
  96. 96. For Statistics to Be Sexy http://www.informationisbeautiful.net/
  97. 97. To Demand a Better Dashboard simplecomplexity.net
  98. 98. To Color Code Results Like Roadways http://www.business2.com.au/wp-content/uploads/2009/04/web_trend_map2560x16001.jpg
  99. 99. And Bring Something Like THIS to Your Boss and Peers simplecomplexity.net
  100. 100. Instead of This
  101. 101. Start With Yourself (Mention Map)
  102. 102. Before We Go: Dan.Dooley@Mullen.com Video Killed The Marketing Star March 24 th , 12-1
  103. 103. Closing: Platforms Are Power!!!
  104. 104. Thank You GoDanDooley
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