Key Technology Trends and Models Impacting Markets : Business Leadership Update, David Levin, United Business Media plc

How Technology is Changing Marketing David Levin CEO, United Business Media plc 14 February 2008

Timeless yet Changing

All the traditional keys still applicable

Buyer meets Seller

Marketing and Sales

Brand

Response/ ROI/Impact/Reach

A host of new variables

Converged New Media – young and still rapidly evolving

Fragmentation of old media

Vast increase in amount of information and mis-information available

Audience changing – Global and National, mix of sophisticated and not

New Behaviours

Audience more demanding

Audience mobile/itinerant

Audience can be fickle

Audience expects to contribute/exert some form of leadership and control

Reaching audiences in new ways Which of the following activities relevant to your job or industry have you tried or considered trying? Source: Forrester Research/ American Business Media October 2007 Base: 878 B2B decision makers

How Machines Work creates sophisticated virtual environments and state of the art games that educate and engage the Creators of Technology. Marketing moves on - the New

Client: Infineon Think your way out To engage and challenge engineers within an innovation environment. Immersive Marketing – viral & compelling

Client: SUN Temple of the Sun Developers played this addictive game with an exciting twist. They used Sun Studio software to solve the final game riddle! Immersive Marketing – Games & Action

Client: Microsoft Silverlight Flipbook To engage and challenge engineers within an innovation environment. Immersive Marketing – detail and data

Client: Symantec Endpoint Protection Game To challenge the audience of InformationWeek with a 3D Video game experience where the player battles viruses. Immersive – Entertainment & Experiences

Client: Intel This animation shows the progression of the concept from idea to reality . Immersive - Creation

New Encounters - Virtual Worlds

Virtual Worlds – one part of the future

Gartner: “By 2010, 80% of active Internet users will live in virtual worlds …”

Proliferating platforms (Second Life, HiPiHi (China), There.com, Kaneva, MetaPlace, etc.)

Emerging standards, opensource (OpenSim)

Large and growing investment by global companies (IBM, Intel, AMD, Cisco, Alcatel, Microsoft, Sun, etc.), most committed to platform interoperability

CMP Metaverse

Life 2.0 Summit

Building Design Virtual Careers fair 23rd – 24th January 2008

1,775 attendees

23 architectural practices exhibited

Each booth was visited by an average of 420 visitors

Effective and Real : Face to Face media

Alongside digital revolution, face to face media (tradeshows) continue to grow (11% H2 2007, in US)

Personal, face to face contact is central to business

Intangible benefits of real community involvement, peer group networking, peer recognition

Fantastic economic rationale too

closely qualified audience

many contacts in one place at same time

travel time & costs minimised

Face to Face builds an Industry

Integrated Technology Marketing Creators and Developers Integrators and Sellers Technology in Business Events Print Social Networking Research/ Consulting Business Information Online Video/ Immersive Mktg . Media, Marketing and Information Services Solutions

Growing Presence - India