Current and future trends in digital marketing 2011
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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

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

Current and future trends in digital marketing 2011 Current and future trends in digital marketing 2011 Presentation Transcript

  • Nottingham Trent University 15 th November 2011 Susi O’Neill Digital Consultant The digital opportunity: Current and future trends
  • The digital opportunity: Current and future trends
    • Web 1.0 > 3.0
    • Augmented & Virtual Reality
    • The Mobile Web
    • The Culture of Now
    • Social Content
  • The digital opportunity: Current and future trends
    • Web 1.0 > 3.0
  • 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 marketing Web 2.0 Rich media content E-commerce Email marketing Web accessibility Online support Search marketing Website E-Brochure
  • “ 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
  • Old media: lean back
  • New media – lean forward
  • Web 1.0
  •  
  • Marta Strikland
  • The digital opportunity: Current and future trends
    • Web 1.0 > 3.0
    • 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
    • Web 1.0 > 3.0
    • Augmented & Virtual Reality
    • The Mobile Web
  • The mobile web
  • Location, Location, Location
  • The social web goes mobile
  • Third Spaces
  • The Culture of Now
    • Web 1.0 > 3.0
    • Augmented & Virtual Reality
    • The Mobile Web
    • The Culture of Now
  • The Culture of Now
  • Bid taping Seckilling music?
  • The digital opportunity: Current and future trends
    • Web 1.0 > 3.0
    • Augmented & Virtual Reality
    • The Mobile Web
    • The Culture of Now
    • Social Content
  • 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, but more openly and with more people. That social norm is just something that has evolved over time.
  • 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 social platforms On site conversion from social marketing Size of network (fans, followers, friends)
  • 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
  • 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 email: [email_address]