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

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  • 1. How Technology is Changing Marketing David Levin CEO, United Business Media plc 14 February 2008
  • 2. 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
  • 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. 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. Client: Infineon Think your way out To engage and challenge engineers within an innovation environment. Immersive Marketing – viral & compelling
  • 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. Client: Microsoft Silverlight Flipbook To engage and challenge engineers within an innovation environment. Immersive Marketing – detail and data
  • 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. Client: Intel This animation shows the progression of the concept from idea to reality . Immersive - Creation
  • 10. New Encounters - Virtual Worlds
  • 11. 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),, 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
  • 12. CMP Metaverse
  • 13. Life 2.0 Summit
  • 14.
    • 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
  • 15.  
  • 16. 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
  • 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
  • 18. Growing Presence - India
    • CPhI – exhibition – launched 2006, 2 nd edition H2 2007
    • PMEC – exhibition – launch H2 2007
    • IFSEC – exhibition – launch H2 2007
    • FI – exhibition – launch H2 2007
    • Embedded Systems Conference – launch H2 2007
    • CRN/Network Computing Magazines launched H1 2007
    • Coming…BlackHat…InterOp…Voicecon…Web2.0 Expo…
  • 19. Marketing is evolving…
    • Web 2.0 puts the Audience at the heart of marketing
      • Audience has CHOICE, INFLUENCE and CONTROL!
    • Marketing 2.0
      • marketers need tailored messages, tailored content, multiple and structured delivery mechanisms
      • taking an integrated approach is essential
    • New technology enables new marketing techniques
      • new ways of engaging with an audience, e.g. games (How Machines Work)
      • new ‘immersive’ online environments (Second Life, BD Virtual Careers Fair)
      • engagement through online communities (MyGDC)
    • Face to Face will thrive as complement to virtual
  • 20.