• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Econsultancy Future Trends Briefing
 

Econsultancy Future Trends Briefing

on

  • 6,465 views

Sample document from Econsultancy's Future Trends in Digital Marketing Innovation Briefing, London 2011. ...

Sample document from Econsultancy's Future Trends in Digital Marketing Innovation Briefing, London 2011.

The media and communications landscape continues to develop at a blistering pace, with consumer behaviour adapting rapidly to new technologies and platforms, making it critical for brands to be ready for the future.

As clients play an ever more active role in the content ecosystem, new opportunities are opening up for brands to connect and interact with their customers in new and exciting ways.

Packed with cutting edge examples, the presentation will challenge the way you approach your communication strategy and stimulate you to think laterally about your brand's presence in an ever-changing world.

Statistics

Views

Total Views
6,465
Views on SlideShare
3,842
Embed Views
2,623

Actions

Likes
14
Downloads
123
Comments
0

29 Embeds 2,623

http://econsultancy.com 1984
http://www.infoservi.it 310
http://ahundredmilesanhour.blogspot.com 161
https://econsultancy.com 46
http://ahundredmilesanhour.com 26
http://174.132.79.98 21
http://masstrovato.posterous.com 18
http://www.skyrocketman.com 8
http://ahundredmilesanhour.blogspot.nl 7
http://ahundredmilesanhour.blogspot.ae 6
http://ahundredmilesanhour.blogspot.se 6
https://translate.googleusercontent.com 3
http://feeds.feedburner.com 3
http://ahundredmilesanhour.blogspot.com.au 3
http://translate.googleusercontent.com 3
http://ahundredmilesanhour.blogspot.in 2
http://ahundredmilesanhour.blogspot.hu 2
http://localhost 2
http://ahundredmilesanhour.blogspot.mx 2
https://roam.britishcouncil.org 1
http://static.slidesharecdn.com 1
http://gator772.hostgator.com 1
http://www.365online.nu 1
http://ahundredmilesanhour.blogspot.hk 1
http://ahundredmilesanhour.blogspot.tw 1
http://ahundredmilesanhour.blogspot.be 1
http://ahundredmilesanhour.blogspot.co.uk 1
http://ahundredmilesanhour.blogspot.ca 1
http://ahundredmilesanhour.blogspot.sg 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • However, we have control over our “Owned Media” and traditionally most organsiation aren't doing as much as they could with this.

Econsultancy Future Trends Briefing Econsultancy Future Trends Briefing Presentation Transcript

  • Future Trends
    Innovation Briefing
    February 2011
    http://www.flickr.com/photos/mojodenbowsphotostudio/
  • Please note: Sample presentation only, please download the full presentation from:
    http://econsultancy.com/reports/future-trends-innovation-briefing
  • neilperkin.typepad.com
    @neilperkin
  • What I’m going to talk to you about today
    New and interesting digital models, ideas
    New processes, techniques and ways of working
    Ideas that are not new, but which are being applied in new ways
    …and are informed by a close understanding of consumer needs
  • Opportunity often sits at the confluence of two or more trends
    Social
    Data
    Gaming
    Mobile
    Content
    Utility
    Agile working
    http://www.flickr.com/photos/8340753@N04/501465437/
  • WHAT IS INNOVATION?
    http://www.flickr.com/photos/fabiano/
  • …originating ideas
    INVENTION
    INNOVATION
    DIFFUSION
    …commercialisation of ideas
    …spread, adoption, imitation
    http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php
  • 2011 will be about putting all the thinking into action
    “2011 will be somewhat less about talk and more about action. We should know by now what we need to be doing, the challenge is about execution. And that’s about good old fashioned things like people, process and technology.” Ashley Friedlein
    http://www.oneeyeland.com/member/member_home.php?pgrid=3&imgid=270
  • 2011 will be about true innovation: the commercialisation of principles or ideas
    'arranging the economic requirements for implementing an invention’
    http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php
    http://www.flickr.com/photos/thomashawk/
  • But focus on ‘doing’ doesn’t mean we shouldn’t pause to reflect…
    “The steeper the curve of change, the more we need a little time to digest; work out what's a fad versus what's really interesting.” Mel Exon, BBH Labs
    http://www.flickr.com/photos/publicdesigncenter/
    http://bbh-labs.com/think-while-you-make-make-while-you-think
  • But there is an inherent recognition of the importance of innovation
    • Organisations not only felt bombarded by change, but that many are struggling to keep up.
    • 8 out of 10 CEOs saw significant change ahead, and yet the gap between the expected level of change and the ability to manage it had almost tripled since the previous study in 2006
    http://www-935.ibm.com/services/uk/gbs/html/ceostudy2008.html
  • It will be increasingly important for businesses to focus on ways to unlock innovation
    http://www.flickr.com/photos/62586822@N00/3852562268/
  • INNOVATION IN THE SOCIAL WEB
    We will get past the endless babble about social media platforms, and more companies will begin embedding it into practices, strategies and workflows
  • Engagement with ‘social’ will increasingly be more than just comms…
    Gartner predicts that by 2016, social technologies will be integrated with most business applications bringing social CRM, internal communications and collaboration, and public social site initiatives into a coordinated strategy.
    http://mashable.com/2010/12/08/dell-social-listening-center/
    http://www.gartner.com/it/page.jsp?id=1454221
  • Porous Enterprise - Chance favours the connected mind
    The Eureka Myth – the myth of the lone-creative genius with a spark of sudden inspiration
    Ideas take a long time to mature, sometimes laying dormant (in the form of 'partial hunches' or half-ideas) for years.
    It is the collision of these half-ideas, whether our own or from others, that enables breakthroughs to happen. Rather than being a single thing, ideas are networks, or new configurations.
  • Porous Enterprise - Chance favours the connected mind
    The great driver of innovation has been the historic increase in connectivity between us that creates infinite possibilities for ideas to be swapped
    Agile enterprises that understand this create and enable spaces (physical and virtual) where ideas can mingle (in the way that coffee houses did in The Enlightenment)
  • Enterprises will become increasingly ‘porous’
    Employees who increasingly recognise the value of being connected to the interesting ideas in their own and related markets
    Employers who encourage their employees to connect
    http://thisisindexed.com/
  • Porous Enterprise
    • Connected employees bring new thinking into the organisation
    • Allows for innovation at the edges – non-core thinking
    • Relationships seen as valuable assets
    • Flow of ideas into and within organisations
    • Companies less reliant on ‘stocks’ of knowledge, and more connected to ‘flows’ of knowledge
  • The Networked Enterprise
    A new class of company is emerging—one that uses collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and suppliers
    “…fully networked enterprises are not only more likely to be market leaders or to be gaining market share but also use management practices that lead to margins higher than those of companies using the Web in more limited ways.”
    https://www.mckinseyquarterly.com/Organization/Strategic_Organization/The_rise_of_the_networked_enterprise_Web_20_finds_its_payday_2716
  • But content on the social web will continue to become ever more important…
  • campaignsite(s)
    corporatewebsite
    Spend will grow in earned and owned media initiatives faster than bought media
    radio
    mags
    newspapers
    online ads
    outdoor
    television
    THE NEW CONTENT ECOSYSTEM
    EARNED MEDIA
    First-person commentary and content about the brand posted and shared across a variety of venues
    “Social Media” outlets also support both Bought Media (e.g., ad banners, sem/ppc, etc.) and Owned Media (e.g., widgets, apps, etc.)
    productsite(s)
    ‘advertising’
    OWNED MEDIA
    natural
    search
    campaigns
    All media directly owned by the brand. These destinations provide a platform to drive marketing messages and tools to create Earned Media
    affiliates
    video sharing
    social networks
    blogs
    forums
    personal pages
    BOUGHT MEDIA
    socialmedia
    community
    Typical corporate media spend Drives people to Owned Media
    email
    Brands taking an ever more significant, diverse and assured role as content producers
  • The web is inherently social
    Building platforms for longer-term, sustainable relationships with customers
    Morgan Stanley Internet Trends Report 2010
  • “Communities already exist. Instead, think about how you can help that community do what it wants to do”
    Mark Zuckerberg
  • The spreadability of ideas and content
    If the web is a mass of conversations, then get talked about
    Make it as easy as possible for your fans to find it and spread the word
    http://www.flickr.com/photos/oldflints/
  • Developing strategies to turn followers into advocates
    Marketing spend generates traffic
    Some of that traffic sticks
    Users are inspired and enabled to talk about your product
    They spread the message around the network
    Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf
  • Please note: Sample presentation only, please download the full presentation from:
    http://econsultancy.com/reports/future-trends-innovation-briefing
  • |13 January 2008
    |Course Title
    |27
    Econsultancy
    Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and ecommerce. Our hub has 95,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences, forums and professional networking.
    For the last 10 years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation.
    Join Econsultancy today at http://econsultancy.com.
    All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2011.