2. Business environment ischallenging
... heightened by economic crisis
Ultra Competition
In a world of cheap interaction, entry
barriers are few & firms must compete
with a larger set of global rivals
Uncertainty
Difficult to predict market change;
where tomorrow’s consumer,
competitor or category innovation will
come from
Complexity
When interaction with everyone in
real-time is possible, decision-making
becomes significantly more complex
Fragility
Interaction shifts the balance of power
away from firms, to consumers,
governments & other stakeholders
5. Certainly consumer „connection‟
is extending very rapidly
Smartphones WW
2 billion internet 4.6 billion active Symbian 36.6 (44.6) 500+ million
users worldwide mobile „phones Android 25.5 (3.5) active Facebook
(Internet World Stats) worldwide iPhone 16.7 (17.1) users worldwide
(UN Telecommunications Agency)
(Facebook)
Blackberry 14.8 (20.7)
(Gartner Q3 2010)
1 million Kinect units
517 million digital
sold first 10 days. 5 7.5 million iPads
TV households
(Informa Telecoms & Media) million expected by sold in 6 months
Christmas (Apple)
(Microsoft)
4 million Foursquare 190 million Twitter
registered users registered users
(Twitter)
(Twitter)
72% of teens have 62% of European
become a brand "fan" shoppers consult
or "friend“ on a social online forums before
network buying
6. ... & capital stakeholders are confident
$9 billion cap
$8.5 billion Trading $95 vs.
10.5x revenue $45 IPO price
$575 million €750 million reported
2.6x revenue acquisition fund
6/16/2011 :: 7
10. Audience is over supplied
& growth areas under valued
...
Fixed cost entertainment
Driven by social
Growth in low cost
advertising markets Impactful, innovative, mobile ...
hard to measure ROI
18. Less inventory is a requirement ...
scarcity & certainty drive value
Better consumer experience ...
Better advertiser experience …
6/16/2011 :: 19 Better publisher margin
19. “The next phase of media will be after the
page & after the site. Media can‟t expect
us to go to it all the time. Media must
insinuate itself into our steams.”
Jeff Jarvis
6/16/2011 :: 20
20. “1 billion impressions, 0.5% CTR”
... mustn‟t forget they are PEOPLE !!!
1963
The consumer isn't a moron;
she is your wife.
You insult her intelligence if
you assume that a mere slogan
& a few vapid adjectives will
persuade her to buy anything.
She wants all the information
you can give her.
6/16/2011 :: 21
21. Reflect person‟s many selves ...
reflect person‟s inter-related devices
CUSTOMER
USER
CONSUMER
PRODUCER PERSON
PARTICIPANT COMMUNITY
Content & advertising ...
authorised, user generated ...
peer to peer conversations
22. Touchpoints paid, owned, earned
& outcomes talk, think, trust
I talk WE talk THEY talk
TALK THINK TRUST
What the consumer What others
What the
experiences say about the
company says (interactions &
conversations) company
thebrand.com 23
25. Today is only the dawn ...
Adoption
inevitable,
opportunity
significant
... move first!
6/16/2011 :: 26
26. Privacy no longer a “social norm”*
User level real-time data must enrich
digital planning & buying & creative
6/16/2011 :: 27
* Crunchie Awards: January 2010
31. Clashing cultures:
Creativity & intuition vs. technology & mathematics
“Philosophy is dead. “Dangerous primacy of
Philosophers have not mathematics over
kept up with modern psychology ...
developments in in business thinking &
science.” decision making”
6/16/2011 :: 32
32. Digital marketing must balance
„art‟ & „science‟
... whilst also enforcing RESPONSIBLY
6/16/2011 :: 33
