How Technology is Changing Marketing David Levin CEO, United Business Media plc 14 February 2008
Timeless yet Changing <ul><li>All the traditional keys still applicable </li></ul><ul><ul><li>Buyer meets Seller </li></ul...
Reaching audiences in new ways Which of the following activities relevant to your job or industry have you tried or consid...
How Machines Work creates sophisticated virtual environments and state of the art games that educate and engage the Creato...
Client: Infineon Think your way out To engage and challenge engineers within an innovation environment. Immersive Marketin...
Client: SUN  Temple of the Sun Developers played this addictive game with an exciting twist.  They used Sun Studio softwar...
Client: Microsoft Silverlight Flipbook To engage and challenge engineers within an innovation environment. Immersive Marke...
Client: Symantec Endpoint Protection Game To challenge the audience of InformationWeek with a 3D Video game experience whe...
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 <ul><li>Gartner: “By 2010, 80% of active Internet users will live in virtual world...
CMP Metaverse
Life 2.0 Summit
<ul><li>Building Design Virtual Careers fair 23rd – 24th January 2008 </li></ul><ul><ul><li>1,775 attendees  </li></ul></u...
 
Effective and Real : Face to Face media <ul><li>Alongside digital revolution, face to face media (tradeshows) continue to ...
Integrated Technology Marketing Creators  and Developers Integrators  and Sellers Technology  in Business Events Print Soc...
Growing Presence - India <ul><li>CPhI – exhibition – launched 2006, 2 nd  edition H2 2007 </li></ul><ul><li>PMEC – exhibit...
Marketing is evolving… <ul><li>Web 2.0 puts the Audience at the heart of marketing </li></ul><ul><ul><li>Audience has CHOI...
 
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Key Technology Trends and Models Impacting Markets : Business Leadership Update, David Levin, United Business Media plc

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

    1. 1. How Technology is Changing Marketing David Levin CEO, United Business Media plc 14 February 2008
    2. 2. Timeless yet Changing <ul><li>All the traditional keys still applicable </li></ul><ul><ul><li>Buyer meets Seller </li></ul></ul><ul><ul><li>Marketing and Sales </li></ul></ul><ul><ul><li>Brand </li></ul></ul><ul><ul><li>Response/ ROI/Impact/Reach </li></ul></ul><ul><li>A host of new variables </li></ul><ul><ul><li>Converged New Media – young and still rapidly evolving </li></ul></ul><ul><ul><li>Fragmentation of old media </li></ul></ul><ul><ul><li>Vast increase in amount of information and mis-information available </li></ul></ul><ul><ul><li>Audience changing – Global and National, mix of sophisticated and not </li></ul></ul><ul><li>New Behaviours </li></ul><ul><ul><li>Audience more demanding </li></ul></ul><ul><ul><li>Audience mobile/itinerant </li></ul></ul><ul><ul><li>Audience can be fickle </li></ul></ul><ul><ul><li>Audience expects to contribute/exert some form of leadership and control </li></ul></ul>
    3. 3. 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
    4. 4. 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
    5. 5. Client: Infineon Think your way out To engage and challenge engineers within an innovation environment. Immersive Marketing – viral & compelling
    6. 6. 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
    7. 7. Client: Microsoft Silverlight Flipbook To engage and challenge engineers within an innovation environment. Immersive Marketing – detail and data
    8. 8. 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
    9. 9. Client: Intel This animation shows the progression of the concept from idea to reality . Immersive - Creation
    10. 10. New Encounters - Virtual Worlds
    11. 11. Virtual Worlds – one part of the future <ul><li>Gartner: “By 2010, 80% of active Internet users will live in virtual worlds …” </li></ul><ul><li>Proliferating platforms (Second Life, HiPiHi (China), There.com, Kaneva, MetaPlace, etc.) </li></ul><ul><li>Emerging standards, opensource (OpenSim) </li></ul><ul><li>Large and growing investment by global companies (IBM, Intel, AMD, Cisco, Alcatel, Microsoft, Sun, etc.), most committed to platform interoperability </li></ul>
    12. 12. CMP Metaverse
    13. 13. Life 2.0 Summit
    14. 14. <ul><li>Building Design Virtual Careers fair 23rd – 24th January 2008 </li></ul><ul><ul><li>1,775 attendees </li></ul></ul><ul><ul><li>23 architectural practices exhibited </li></ul></ul><ul><ul><li>Each booth was visited by an average of 420 visitors </li></ul></ul>
    15. 16. Effective and Real : Face to Face media <ul><li>Alongside digital revolution, face to face media (tradeshows) continue to grow (11% H2 2007, in US) </li></ul><ul><li>Personal, face to face contact is central to business </li></ul><ul><li>Intangible benefits of real community involvement, peer group networking, peer recognition </li></ul><ul><li>Fantastic economic rationale too </li></ul><ul><ul><li>closely qualified audience </li></ul></ul><ul><ul><li>many contacts in one place at same time </li></ul></ul><ul><ul><li>travel time & costs minimised </li></ul></ul><ul><ul><li>Face to Face builds an Industry </li></ul></ul>
    16. 17. 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
    17. 18. Growing Presence - India <ul><li>CPhI – exhibition – launched 2006, 2 nd edition H2 2007 </li></ul><ul><li>PMEC – exhibition – launch H2 2007 </li></ul><ul><li>IFSEC – exhibition – launch H2 2007 </li></ul><ul><li>FI – exhibition – launch H2 2007 </li></ul><ul><li>Embedded Systems Conference – launch H2 2007 </li></ul><ul><li>CRN/Network Computing Magazines launched H1 2007 </li></ul><ul><li>Coming…BlackHat…InterOp…Voicecon…Web2.0 Expo… </li></ul>                                                             
    18. 19. Marketing is evolving… <ul><li>Web 2.0 puts the Audience at the heart of marketing </li></ul><ul><ul><li>Audience has CHOICE, INFLUENCE and CONTROL! </li></ul></ul><ul><li>Marketing 2.0 </li></ul><ul><ul><li>marketers need tailored messages, tailored content, multiple and structured delivery mechanisms </li></ul></ul><ul><ul><li>taking an integrated approach is essential </li></ul></ul><ul><li>New technology enables new marketing techniques </li></ul><ul><ul><li>new ways of engaging with an audience, e.g. games (How Machines Work) </li></ul></ul><ul><ul><li>new ‘immersive’ online environments (Second Life, BD Virtual Careers Fair) </li></ul></ul><ul><ul><li>engagement through online communities (MyGDC) </li></ul></ul><ul><li>Face to Face will thrive as complement to virtual </li></ul>
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