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Nottingham Trent University 15 th  November 2011 Susi O’Neill Digital Consultant The digital opportunity:  Current and fut...
The digital opportunity:  Current and future trends <ul><li>Web 1.0 > 3.0 </li></ul><ul><li>Augmented & Virtual Reality </...
The digital opportunity:  Current and future trends <ul><li>Web 1.0 > 3.0 </li></ul>
We’re not in Kansas anymore
Access over ownership Image
 
Modular, customisable systems
Proprietary Systems
Customisable web Geocities (1994-2009)
Customisable > Generic Web MySpace (2003-2012)
Generic web Facebook (2004-present)
Rise of the digital native
Prosumer (Consumer as producer)
People Power
Source: Altimeter
 
Comparing Digital Natives...
...With Silver Surfers Forrester: 2009
Photo   Globalisation
 
 
The adoption curve
Digital marketing adoption Augment & virtual reality 3D Mobile apps Pervasive computing Cloud computing Prosumers Social m...
“ Your product will only survive in a crowded marketplace if you stop advertising and start innovating. The old ways of ma...
Old media: lean back
New media – lean forward
Web 1.0
 
Marta Strikland
The digital opportunity:  Current and future trends <ul><li>Web 1.0 > 3.0 </li></ul><ul><li>Augmented & Virtual Reality </...
The virtuality continuum
The virtuality continuum AR  Mobile app QR Code Kinect Virtual worlds Second Life 3D Film
Augmented reality Esquire Magazine  Molson Dry beer  Dutch AR safety campaign  Google Goggles search
Augmented virtuality: gaming Xbox Kinect
Virtual reality Clip:  Crystal Maze
New screens Skinput : human skin data
Pervasive computing (The internet of things)
The digital opportunity:  Current and future trends <ul><li>Web 1.0 > 3.0 </li></ul><ul><li>Augmented & Virtual Reality </...
The mobile web
Location, Location, Location
The social web goes mobile
Third Spaces
The Culture of Now <ul><li>Web 1.0 > 3.0 </li></ul><ul><li>Augmented & Virtual Reality </li></ul><ul><li>The Mobile Web </...
The Culture of Now
Bid taping Seckilling music?
The digital opportunity:  Current and future trends <ul><li>Web 1.0 > 3.0 </li></ul><ul><li>Augmented & Virtual Reality </...
From direct to personalised marketing David Wilcox, The Social Reporter
Public is the new default “ People have really gotten comfortable not only sharing more information and different kinds, b...
Public is the new default Mark Zuckerberg, Facebook Founder
Your customers on social media
 
Return on investment (direct marketing) Customer  interaction End sale  Digital  activity Metrics:   Website traffic from ...
Return on engagement  (relationship marketing) interaction Reduced cost/ Increased sale  Conversation  Metrics:    Website...
Sentiment analysis Social Mention
 
We can haz an iPad strategy? Alice in Wonderland
The rise in social gaming Farmville:  Population 80 Million World of Warcraft:  Population: 11 Million
Two Screen TV #E mbarrassingBodies
Alternative Reality Games Dark Knight Viral
Signal to noise ratio
Tastemakers  Navigating the data overload
Tastemakers  Gatekeepers  Navigating the data overload
Tastemakers  Gatekeepers  Curators Navigating the data overload
Career opportunities
Tastemakers  Gatekeepers  Curators Career opportunities Jeremiah Oywang,  Social Media Strategist,  Altimeter
Career opportunities Susan Hallam,  Search Engine Marketing,  Hallam Internet
Career opportunities Pete Cashmore,  Blogger/Start-up Entrepreneur Mashable
Thank you Susi O’Neill, Digital Consultant www.digitalconsultant.co.uk Twitter  @susioneill LinkedIn/Facebook  @susioneill...
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Current and future trends in digital marketing 2011

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Lecture for Nottingham Trent University Business Marketing Degree, November 2011

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  • Born after 1980 20,000 hours online by age 20 93% of 12-29 years olds online 73% use social networks
  • Transcript of "Current and future trends in digital marketing 2011"

    1. 1. Nottingham Trent University 15 th November 2011 Susi O’Neill Digital Consultant The digital opportunity: Current and future trends
    2. 2. The digital opportunity: Current and future trends <ul><li>Web 1.0 > 3.0 </li></ul><ul><li>Augmented & Virtual Reality </li></ul><ul><li>The Mobile Web </li></ul><ul><li>The Culture of Now </li></ul><ul><li>Social Content </li></ul>
    3. 3. The digital opportunity: Current and future trends <ul><li>Web 1.0 > 3.0 </li></ul>
    4. 4. We’re not in Kansas anymore
    5. 5. Access over ownership Image
    6. 7. Modular, customisable systems
    7. 8. Proprietary Systems
    8. 9. Customisable web Geocities (1994-2009)
    9. 10. Customisable > Generic Web MySpace (2003-2012)
    10. 11. Generic web Facebook (2004-present)
    11. 12. Rise of the digital native
    12. 13. Prosumer (Consumer as producer)
    13. 14. People Power
    14. 15. Source: Altimeter
    15. 17. Comparing Digital Natives...
    16. 18. ...With Silver Surfers Forrester: 2009
    17. 19. Photo Globalisation
    18. 22. The adoption curve
    19. 23. Digital marketing adoption Augment & virtual reality 3D Mobile apps Pervasive computing Cloud computing Prosumers Social marketing Web 2.0 Rich media content E-commerce Email marketing Web accessibility Online support Search marketing Website E-Brochure
    20. 24. “ Your product will only survive in a crowded marketplace if you stop advertising and start innovating. The old ways of marketing are dead – and being safe is now risky” Seth Godin, Purple Cow
    21. 25. Old media: lean back
    22. 26. New media – lean forward
    23. 27. Web 1.0
    24. 29. Marta Strikland
    25. 30. The digital opportunity: Current and future trends <ul><li>Web 1.0 > 3.0 </li></ul><ul><li>Augmented & Virtual Reality </li></ul>
    26. 31. The virtuality continuum
    27. 32. The virtuality continuum AR Mobile app QR Code Kinect Virtual worlds Second Life 3D Film
    28. 33. Augmented reality Esquire Magazine Molson Dry beer Dutch AR safety campaign Google Goggles search
    29. 34. Augmented virtuality: gaming Xbox Kinect
    30. 35. Virtual reality Clip: Crystal Maze
    31. 36. New screens Skinput : human skin data
    32. 37. Pervasive computing (The internet of things)
    33. 38. The digital opportunity: Current and future trends <ul><li>Web 1.0 > 3.0 </li></ul><ul><li>Augmented & Virtual Reality </li></ul><ul><li>The Mobile Web </li></ul>
    34. 39. The mobile web
    35. 40. Location, Location, Location
    36. 41. The social web goes mobile
    37. 42. Third Spaces
    38. 43. The Culture of Now <ul><li>Web 1.0 > 3.0 </li></ul><ul><li>Augmented & Virtual Reality </li></ul><ul><li>The Mobile Web </li></ul><ul><li>The Culture of Now </li></ul>
    39. 44. The Culture of Now
    40. 45. Bid taping Seckilling music?
    41. 46. The digital opportunity: Current and future trends <ul><li>Web 1.0 > 3.0 </li></ul><ul><li>Augmented & Virtual Reality </li></ul><ul><li>The Mobile Web </li></ul><ul><li>The Culture of Now </li></ul><ul><li>Social Content </li></ul>
    42. 47. From direct to personalised marketing David Wilcox, The Social Reporter
    43. 48. Public is the new default “ People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people. That social norm is just something that has evolved over time.
    44. 49. Public is the new default Mark Zuckerberg, Facebook Founder
    45. 50. Your customers on social media
    46. 52. Return on investment (direct marketing) Customer interaction End sale Digital activity Metrics: Website traffic from social platforms On site conversion from social marketing Size of network (fans, followers, friends)
    47. 53. Return on engagement (relationship marketing) interaction Reduced cost/ Increased sale Conversation Metrics: Website traffic from social platforms Quality of network (relevancy and influence) Volume and percentage of network interaction
    48. 54. Sentiment analysis Social Mention
    49. 56. We can haz an iPad strategy? Alice in Wonderland
    50. 57. The rise in social gaming Farmville: Population 80 Million World of Warcraft: Population: 11 Million
    51. 58. Two Screen TV #E mbarrassingBodies
    52. 59. Alternative Reality Games Dark Knight Viral
    53. 60. Signal to noise ratio
    54. 61. Tastemakers Navigating the data overload
    55. 62. Tastemakers Gatekeepers Navigating the data overload
    56. 63. Tastemakers Gatekeepers Curators Navigating the data overload
    57. 64. Career opportunities
    58. 65. Tastemakers Gatekeepers Curators Career opportunities Jeremiah Oywang, Social Media Strategist, Altimeter
    59. 66. Career opportunities Susan Hallam, Search Engine Marketing, Hallam Internet
    60. 67. Career opportunities Pete Cashmore, Blogger/Start-up Entrepreneur Mashable
    61. 68. Thank you Susi O’Neill, Digital Consultant www.digitalconsultant.co.uk Twitter @susioneill LinkedIn/Facebook @susioneill email: [email_address]
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