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"Atomization" - a new trend in online marketing and how to exploit it
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"Atomization" - a new trend in online marketing and how to exploit it

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A 53-slide presentation by Internet Authtor and CEO of E-consultancy.com Ashley Friedlein looking at what he calls 'atomisation'. Ashley shows how internet content and services are increasingly being …

A 53-slide presentation by Internet Authtor and CEO of E-consultancy.com Ashley Friedlein looking at what he calls 'atomisation'. Ashley shows how internet content and services are increasingly being 'atomised' across the internet; your would-be site users are consuming your content in many other places than your actual site. So what can you do about it? How can you embrace this trend?

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  • 1. “ Atomisation” - what is it, and what are you going to do about it? Ashley Friedlein CEO E-consultancy.com
  • 2.
    • Atomisation
  • 3. Jakob's Law of the Web User Experience “Users spend most of their time on other sites”
  • 4.
    • There are many, many more interactions with your brand online that AREN’T on your site, than ARE
  • 5. For example…
    • Your online advertising
    • Press release distribution sites
    • ‘ Media’ sites – ‘official’ coverage of you
    • Affiliates (not always in your knowledge)
    • (Shopping) Comparison Sites e.g. Kelkoo, Froogle
    • Search Engines (whether users click or not)
    • Trading platforms e.g. eBay (are people re-selling your stuff?)
    • In E-mails
    • Partner sites (trade affiliations, co-registration deals etc.)
    • Directories
    • Blogs/Communities – people talking about you
    • Virtual Worlds – e.g. Second Life
    • Twitter, YouTube etc. etc.
  • 6.
    • Is this good or bad? Should you encourage it or fight it?
    • Is it going to happen more, or less?
  • 7. http://www.touchgraph.com/TGGoogleBrowser.php?start=www.e-consultancy.com&signed=false
  • 8. The Atomisation of E-consultancy
  • 9. iRobot
  • 10.  
  • 11.  
  • 12.
    • Reputation & Network
    • Monitoring /
    • Online PR
    • Google News
    • Blog Search
    • Bloglines
    • Technorati
    • Topix
    • digg
    • reddit.com
    • etc. etc.
  • 13.  
  • 14.  
  • 15. And we’ve hardly started…
    • Events e.g. Eventful.com, Upcoming.org
    • Slides / Presentations e.g. Slideshare.net
    • YouTube Channel
    • Facebook Channel / Apps
    • APIs (e.g. Supplier Directory), Widgets etc.
  • 16. The Big Boys are at it (of course)
  • 17. 3 types of widget have been made available:- 1. One showing item information for an auction listing 2. Another enabling a slideshow for multiple selected items 3. And another showing multiple thumbnails related to keyword search queries “ eBay has launched a Flash widget applet that allows sellers to embed their auctions on sites around the web.” eBay
  • 18.
  • 19.
  • 20.
  • 21. Amazon
  • 22. And some interesting applications of it…
  • 23. www.nfp2.co.uk
  • 24.
  • 25.
  • 26. OK… So what am I meant to do about it?
  • 27.
    • Map / understand your
    • network
    • Make yourself useful /
    • available to your netwok
    • 3. Engage with your
    • network
  • 28.
    • Map / understand
    • your network
    • Make yourself
    • useful / available
    • to your netwok
  • 29. A Website
  • 30.
  • 31.
    • How to map your network?
      • Free stuff:
      • Google “related:[www.yourdomain.com]”
      • Touchgraph ( http://www.touchgraph.com/ )
      • Alerts (e.g. Google) – who is talking about you?
      • Backlinks to your site + competitors’ sites
      • Refferring sites (from your web stats)
      • Feed aggregators (e.g. Feedraider)
      • Ask people (especially your users)
      • Tools / Services:
      • Onalytica, Atlas Sitefinder, SEO Elite, various
      • SEM / PR agencies (Spannerworks etc.)
  • 32.
    • Map / understand
    • your network
    • Make yourself
    • useful / available
    • to your netwok
  • 33. Microformats – the atomisation of content
  • 34. hCard hCalendar Adr / geo hResume hReview http://microformats.org/
  • 35. hReview – corkd.com
  • 36. hCalendar – upcoming.org
  • 37. hResume – LinkedIn.com
  • 38. Widgets and APIs – the atomisation of functionality
  • 39.
  • 40. www.nfp2.co.uk
  • 41. OpenID, Google Open Social etc. – the atomisation of identity
  • 42. APML – the atomisation of behavioural data
  • 43.
  • 44. You want my Amazon profile? My last.fm profile?
  • 45. My financial services profile? My medical profile?
  • 46. Browsers – evolving to make these ‘atoms’ configurable
  • 47. From: Alex Faaborg (Firefox user experience developer)
  • 48. From: Alex Faaborg (Firefox user experience developer) Netvibes
  • 49. In Summary…
  • 50. Buzz words I’m excited about…
    • Microformats , chunks , widgets , APIs, Atomisation, configuration , distribution , syndication, “Federated Commerce”
  • 51. “ The customer is in control” … yada yada…
  • 52.
    • Atomisation
  • 53. Thank you / Q&A Ashley Friedlein CEO E-consultancy http://www.e-consultancy.com