Steve Rubel @ Next08

Slide 1: Next 08 Marketing Trends: Open Files Steve Rubel SVP, Director of Insights Edelman Digital steve.rubel@edelman.com

Slide 2: In the Beginning, There Was Mass

Slide 3: But Now, Mass is Dying

Slide 4: Because Mass Looks Like This…

Slide 5: But Micro Looks Like This…

Slide 6: Micro Rising: Technographic Picture Forrester Research

Slide 7: 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

Slide 8: Open Files

Slide 12: 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

Slide 13: Faint Signals: The Cut & Paste Web

Slide 14: Faint Signals: The Cut & Paste Web

Slide 16: 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

Slide 17: Faint Signals: Attention Crash

Slide 18: Faint Signals: Digital Curation

Slide 19: 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

Slide 20: Faint Signals: Digital Curation

Slide 21: Faint Signals: Super Crunching

Slide 22: 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”

Slide 23: Faint Signals: Super Crunching

Slide 24: Faint Signals: Collaboration

Slide 25: Participation Line Open Open Open Communication Collaboration Conversational Line Controlled Controlled Communication Collaboration Controlled Communication Collaboration

Slide 26: Participation Line Open Corp Blogs Ideagoras Viral Video Community Engagement Conversational Line Public Relations Co-created Ads Controlled Advertising Communication Collaboration

Slide 27: 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

Slide 28: Faint Signals: Collaboration

Slide 29: Watch List

Slide 30: Watch List: Living Room 2.0

Slide 31: 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

Slide 32: Watch List: Geek Marketers

Slide 33: 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

Slide 34: Hallucinations

Slide 36: 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

Slide 37: Hallucinations: Data Leaking

Slide 38: 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

Slide 39: 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

Slide 40: Next 08 Marketing Trends: Open Files Steve Rubel SVP, Director of Insights Edelman Digital steve.rubel@edelman.com