Steve Rubel SVP, Director of Insights Edelman Digital [email_address] Next 08 Marketing Trends: Open Files

Steve Rubel

SVP, Director of Insights

Edelman Digital

[email_address]

In the Beginning, There Was Mass

But Now, Mass is Dying

Because Mass Looks Like This…

But Micro Looks Like This…

Micro Rising: Technographic Picture Forrester Research

Micro Rising: Trust Picture 2003 2008 “ Person like you” 36% 58% CEO 14% 36% Academic 43% 56% Regular employee 26% 39% Decline of authority figures

Open Files

Faint Signals: The Cut & Paste Web Trends: Information, entertainment and all web content is becoming portable Insights/Actions: Make sure that every digital program allows information to be consumed/engage with wherever the individual wants to engage with it

Trends:

Information, entertainment and all web content is becoming portable

Insights/Actions:

Make sure that every digital program allows information to be consumed/engage with wherever the individual wants to engage with it

Faint Signals: The Cut & Paste Web

Faint Signals: The Cut & Paste Web

Faint Signals: Attention Crash Trends: The number of inputs we have as individuals has exceeded what we are capable of managing “ Humans can’t scale” - Hugh McLeod Insights/Actions: Chunk it down - keep it simple and use storytelling

Trends:

The number of inputs we have as individuals has exceeded what we are capable of managing

“ Humans can’t scale” - Hugh McLeod

Insights/Actions:

Chunk it down - keep it simple and use storytelling

Faint Signals: Attention Crash

Faint Signals: Digital Curation

Faint Signals: Digital Curators Trends: Every niche will be addressed with depth and breadth However, the Attention Crash will force people to follow their interests more deeply, while maintaining a cursory level of knowledge in macro issues Insights/Actions: The Internet is giving rise to “digital curators” These can be brands, media companies, individuals who are expert in separating junk from art Become a curator in a niche before it is met

Trends:

Every niche will be addressed with depth and breadth

However, the Attention Crash will force people to follow their interests more deeply, while maintaining a cursory level of knowledge in macro issues

Insights/Actions:

The Internet is giving rise to “digital curators”

These can be brands, media companies, individuals who are expert in separating junk from art

Become a curator in a niche before it is met

Faint Signals: Digital Curation

Faint Signals: Super Crunching

Faint Signals: Super Crunching Trends: The digital space is the most addressable media and marketing platform - ever However, many marketers are not “quants” and data is largely under utilized Insights/Actions: Data mining and visualization reduce risk, make marketing more efficient and measurable Google is becoming the “operating system” for marketing. Immerse yourself in these tools and mine the “databases of intent”

Trends:

The digital space is the most addressable media and marketing platform - ever

However, many marketers are not “quants” and data is largely under utilized

Insights/Actions:

Data mining and visualization reduce risk, make marketing more efficient and measurable

Google is becoming the “operating system” for marketing. Immerse yourself in these tools and mine the “databases of intent”

Faint Signals: Super Crunching

Faint Signals: Collaboration

Conversational Line Controlled Open Communication Participation Line Collaboration Open Communication Open Collaboration Controlled Collaboration Controlled Communication

Conversational Line Controlled Open Communication Participation Line Collaboration Advertising Public Relations Viral Video Ideagoras Corp Blogs Community Engagement Co-created Ads

Faint Signals: Collaboration Trends: The web is not just a platform for communication, but for collaboration Major marketers like Starbucks and Dell are beginning to tap into the power of mass collaboration Insights/Actions: Evaluate where your audience sits in this paradigm Create programs that map to their online patterns and integrate the right mix of tactics from the quadrants

Trends:

The web is not just a platform for communication, but for collaboration

Major marketers like Starbucks and Dell are beginning to tap into the power of mass collaboration

Insights/Actions:

Evaluate where your audience sits in this paradigm

Create programs that map to their online patterns and integrate the right mix of tactics from the quadrants

Faint Signals: Collaboration

Watch List

Watch List: Living Room 2.0

Watch List: Living Room 2.0 Trends: As the living room connects to the Internet we’re entering a new Golden Age of Television Right now, however, very few people have IPTV devices like Apple TV or XBox Live It remains to be seen if this is going mainstream Insights/Actions: Buy one/more of these devices and experiment Consider branded programming like HD podcasts

Trends:

As the living room connects to the Internet we’re entering a new Golden Age of Television

Right now, however, very few people have IPTV devices like Apple TV or XBox Live

It remains to be seen if this is going mainstream

Insights/Actions:

Buy one/more of these devices and experiment

Consider branded programming like HD podcasts

Watch List: Geek Marketers

Watch List: Geek Marketers Trends: Some companies are hiring in-house experts who guide the company toward becoming more digital These professionals are “cross-trained” in talking technology and marketing, which often don’t mix Insights/Actions: Consider hiring a geek marketer/digital evangelist

Trends:

Some companies are hiring in-house experts who guide the company toward becoming more digital

These professionals are “cross-trained” in talking technology and marketing, which often don’t mix

Insights/Actions:

Consider hiring a geek marketer/digital evangelist

Hallucinations

Hallucinations: Digital Nomads Trends: Some knowledge workers are going independent, traveling the world and working from anywhere They utilize web applications, wikis, virtual assistants and more, while designing a lifestyle of their dreams It’s conceivable that in the future corporations will be more virtual than they are today

Trends:

Some knowledge workers are going independent, traveling the world and working from anywhere

They utilize web applications, wikis, virtual assistants and more, while designing a lifestyle of their dreams

It’s conceivable that in the future corporations will be more virtual than they are today

Hallucinations: Data Leaking

Hallucinations: Data Leaking Trends: Technology innovation in the consumer Internet outpaces what corporations can do Workers, especially Gen Y, expect the same tools in the office that they easily have at home Work and corporate information is migrating to social networks and other online platforms

Trends:

Technology innovation in the consumer Internet outpaces what corporations can do

Workers, especially Gen Y, expect the same tools in the office that they easily have at home

Work and corporate information is migrating to social networks and other online platforms

Open Files Faint Signals: The Cut & Pate Web Attention Crash Digital Curation Super Crunchers Collaboration Watch List: Living Room 2.0 Geek Marketers Hallucinations: Digital Nomads Data Leaking

Faint Signals:

The Cut & Pate Web

Attention Crash

Digital Curation

Super Crunchers

Collaboration

Watch List:

Living Room 2.0

Geek Marketers

Hallucinations:

Digital Nomads

Data Leaking

Steve Rubel SVP, Director of Insights Edelman Digital [email_address] Next 08 Marketing Trends: Open Files

Steve Rubel

SVP, Director of Insights

Edelman Digital

[email_address]