This document discusses trends in online communication and how they are changing marketing, public relations, and perceptions. It notes that technologies are often overestimated in their short term effects but underestimated in long term effects. It provides examples of how people are consuming less and sharing more through marketplaces, and how this is enabling making and reusing of goods. Companies are also experimenting more and changing their businesses based on a small percentage of experiments. Communication is being shaped by analytics, automation, optimization, listening and targeting.

1. Trendovi (online)
komunikacije
Čemu služe?
Dragan Varagić
www.draganvaragic.com

2. DISRUPT

3. Communication Change
Credits @chiefmartec

4. We tend to overestimate the
effect of a technology in the
short run and underestimate
the effect in the long run.
– Amara’s Law

8. Marketing + PR Change

9. Marketing + PR Change

10. In 2009, Google ran
approximately 12,000
experiments.
Only about 10% of
them led to business
changes.
Credits @chiefmartec

12. In 2009, Google ran
approximately 12,000
experiments.
Only about 10% of
them led to business
changes.
Credits @chiefmartec

17. Communication = Mkt + PR
Analytics shapes perceptions.
Automation guides processes.
Optimization hones tactics.
Listening directs engagement.
Targeting defines segments.
CRM structures relationships.
Credits @chiefmartec

18. Marketing
5 Meta-Trends
Credits @chiefmartec

19. DON’T CALL THEM CONSUMERS –THEY SHARE
AND MAKE
People are consuming less, instead they are using marketplaces to
re-use and recycle. Those that can make will build.
People can now re-use goods
using Nextdoor.com and
Yerdle.com and gift to friends.
Techshop enables people
to become Makers,
building their own.
The crowd is
like a
company.
By Jeremiah Owyang
Consumers Change

20. Customers Change

21. Customers Change

22. © zuhalaydin.edublogs.org
Empoyee Change

23. © zuhalaydin.edublogs.org
Empoyee Change

29. Via Gerd Futurist.com

30. Perception Change

31. Perception Change
Cordis.europa.eu
3D Internet
Hologram TV 2020

32. Credits KPCB

36. Trendovi (online)
komunikacije
Čemu služe?
Dragan Varagić
www.draganvaragic.com