<ul><li>New Media, Trends  </li></ul><ul><li>And Accountability </li></ul>Marketing Week 2008 The Marketing Revolution New...
Background - AC <ul><li>20 yrs in marketing & communications </li></ul><ul><ul><li>Leo Burnett (Brand) Advertising, Hero C...
Session Overview <ul><li>New Media </li></ul><ul><li>Trends </li></ul><ul><li>Accountability </li></ul><ul><li>Revolution ...
New Media? <ul><li>There has always been “New” Media </li></ul><ul><li>If you have a message... </li></ul><ul><li>You need...
MESSAGE  – Food, Danger MEDIA  – Wall + Tools (Rock) Social Media  -  1.0B.C. MEANING  – We Are A Community
MESSAGE  –  Our Leader is Great MEANING  –  Symbology, Context MEDIA  –  Man-Made
EVOLUTION of MEDIA EVOLUTION of MEANING? “ THE Word” “ OUR Word” “ THEIR Word”
NEW MEDIA NEW MESSAGE – SOAP OPERA
NEW MEANING? NEW WORLD VIEW TECHNOLOGY IS KING SECURITY IN NATIONALISM CONSUME FOR COMFORT
NEW TECHNOLOGY VIDEO PC MOBILE
NEW MEDIA Floppy Compact USB ACCELERATED CHANGE
NEW MEDIA <ul><li>The Internet/ Email </li></ul><ul><li>The i-Mac, and </li></ul><ul><li>IM (Instant Messenger) </li></ul>...
NEW MEDIA.. <ul><li>There will always be NEW MEDIA! </li></ul><ul><li>Technology is secondary </li></ul><ul><li>Content </...
MEDIA TRENDS -2000 0 2000 1000 -1000 Symbology Heiroglyphics -3000 3000 Script Greco-Roman Alphabet Text God is on TV 1500...
MARKETING TRENDS 1.0 ‘ the line’ Communications Channels – Traditional Media Model Reach media Direct media Efficiency Eff...
BRAND TRENDS <ul><li>IRONY </li></ul>
MARKETING TRENDS 2.0 ‘ the line’ Communications Channels -  New Media Model Reach media Direct media Efficiency Effectiven...
TRENDS - EFFECTIVENESS <ul><li>Asked -  “How Effective is Digital Media”? </li></ul>Source: Forrester
TRENDS - INVESTMENT <ul><li>Asked: “Investment in Digital Media – 5yrs” </li></ul>Source: Forrester
TRENDS - LOSS <ul><li>GRIEF </li></ul><ul><li>=  </li></ul><ul><li>DENIAL </li></ul><ul><li>ANGER </li></ul><ul><li>BARGAI...
TRENDS - LEARNING <ul><li>New Skills Needed </li></ul>
TRENDS – GLOBAL/ LOCAL <ul><li>We are a part of this - NOW </li></ul>
TRENDS <ul><li>New MEANING, through self expression </li></ul>How are you expressing yourself? technorati.com yelp.com baz...
ACCOUNTABILITY <ul><li>In NATURE </li></ul><ul><li>In SOCIETY </li></ul><ul><li>In BUSINESS </li></ul><ul><li>In MARKETING...
ACCOUNTABILITY <ul><li>New LENS </li></ul><ul><li>the other 50% can be measured </li></ul>
ACCOUNTABILITY <ul><li>Data overload </li></ul>Source – e-consultancy
ACCOUNTABILITY <ul><li>Digital = Multiple sources for measurement </li></ul>DIGITAL MARKETING  IS  RESEARCH Campaigns Webs...
ACOUNTABILITY <ul><li>At every level of the organisation </li></ul><ul><li>Board </li></ul><ul><li>Management </li></ul><u...
YOUR ROLE <ul><li>ME MEDIA </li></ul>Thank You Anthony Coles Via Media [email_address] 0413 756289 Skype:  colesy1602
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Marketing Week Adelaide, Australia - Thursday 28th August 2008

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Via Media CEO, Anthony Coles, summarising the trends in New Media and new opportunities for accountability in the changing media landscape

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Marketing Week Adelaide, Australia - Thursday 28th August 2008

  1. 1. <ul><li>New Media, Trends </li></ul><ul><li>And Accountability </li></ul>Marketing Week 2008 The Marketing Revolution New Rules. New Ideas. Anthony Coles Via Media Communications Thursday 28 th August, 2008
  2. 2. Background - AC <ul><li>20 yrs in marketing & communications </li></ul><ul><ul><li>Leo Burnett (Brand) Advertising, Hero Communications – (DM), Starcom – (Media) </li></ul></ul><ul><li>15 in digital marketing </li></ul><ul><ul><li>Online Sales & Marketing, Empire Ridge, Via Media Group </li></ul></ul><ul><li>Industry Involvement </li></ul><ul><ul><li>Past-President Australian Marketing Institute (AFAMI, CPM) </li></ul></ul><ul><ul><li>Past VP Australian Interactive Media Industry Association </li></ul></ul><ul><ul><li>Lecturer Digital Media, (AFA, ADMA, MFA, AICD, UTS, etc.) </li></ul></ul><ul><ul><li>Asia Digital Marketing Association (asiadma.com) </li></ul></ul><ul><li>Evangelist, Entrepreneur, Adventurer </li></ul><ul><li>Strategist </li></ul><ul><ul><li>Who*?, what?, where?, when?, why? and how? </li></ul></ul>
  3. 3. Session Overview <ul><li>New Media </li></ul><ul><li>Trends </li></ul><ul><li>Accountability </li></ul><ul><li>Revolution </li></ul>Tomorrow… ?
  4. 4. New Media? <ul><li>There has always been “New” Media </li></ul><ul><li>If you have a message... </li></ul><ul><li>You need a media! </li></ul><ul><li>The media is predicated by the technology of the time </li></ul><ul><li>MEDIA needs a human connection to give it MEANING </li></ul>ME MEDIA
  5. 5. MESSAGE – Food, Danger MEDIA – Wall + Tools (Rock) Social Media - 1.0B.C. MEANING – We Are A Community
  6. 6. MESSAGE – Our Leader is Great MEANING – Symbology, Context MEDIA – Man-Made
  7. 7. EVOLUTION of MEDIA EVOLUTION of MEANING? “ THE Word” “ OUR Word” “ THEIR Word”
  8. 8. NEW MEDIA NEW MESSAGE – SOAP OPERA
  9. 9. NEW MEANING? NEW WORLD VIEW TECHNOLOGY IS KING SECURITY IN NATIONALISM CONSUME FOR COMFORT
  10. 10. NEW TECHNOLOGY VIDEO PC MOBILE
  11. 11. NEW MEDIA Floppy Compact USB ACCELERATED CHANGE
  12. 12. NEW MEDIA <ul><li>The Internet/ Email </li></ul><ul><li>The i-Mac, and </li></ul><ul><li>IM (Instant Messenger) </li></ul>IS THE MESSAGE
  13. 13. NEW MEDIA.. <ul><li>There will always be NEW MEDIA! </li></ul><ul><li>Technology is secondary </li></ul><ul><li>Content </li></ul><ul><li>Commerce </li></ul><ul><li>Community </li></ul><ul><li>Context </li></ul><ul><li>Personalisation </li></ul><ul><li>Digital media enables efficient measurement </li></ul>
  14. 14. MEDIA TRENDS -2000 0 2000 1000 -1000 Symbology Heiroglyphics -3000 3000 Script Greco-Roman Alphabet Text God is on TV 1500 1950 Screen PC 1987 1.0 1997 2.0 2007 Man IS God People connected with nature Man projecting greatness on nature Man is above nature Bill Gates is God Money is God Google IS Money Why? KNOW BEHAVIOURS
  15. 15. MARKETING TRENDS 1.0 ‘ the line’ Communications Channels – Traditional Media Model Reach media Direct media Efficiency Effectiveness
  16. 16. BRAND TRENDS <ul><li>IRONY </li></ul>
  17. 17. MARKETING TRENDS 2.0 ‘ the line’ Communications Channels - New Media Model Reach media Direct media Efficiency Effectiveness the ‘line’ is going
  18. 18. TRENDS - EFFECTIVENESS <ul><li>Asked - “How Effective is Digital Media”? </li></ul>Source: Forrester
  19. 19. TRENDS - INVESTMENT <ul><li>Asked: “Investment in Digital Media – 5yrs” </li></ul>Source: Forrester
  20. 20. TRENDS - LOSS <ul><li>GRIEF </li></ul><ul><li>= </li></ul><ul><li>DENIAL </li></ul><ul><li>ANGER </li></ul><ul><li>BARGAINING </li></ul><ul><li>SADNESS </li></ul><ul><li>ACCEPTANCE </li></ul><ul><li>MOVING ON… </li></ul>
  21. 21. TRENDS - LEARNING <ul><li>New Skills Needed </li></ul>
  22. 22. TRENDS – GLOBAL/ LOCAL <ul><li>We are a part of this - NOW </li></ul>
  23. 23. TRENDS <ul><li>New MEANING, through self expression </li></ul>How are you expressing yourself? technorati.com yelp.com bazaarvoice.com tags
  24. 24. ACCOUNTABILITY <ul><li>In NATURE </li></ul><ul><li>In SOCIETY </li></ul><ul><li>In BUSINESS </li></ul><ul><li>In MARKETING… </li></ul><ul><li>“50% of my advertising doesn’t work” </li></ul>YOUR LENS?
  25. 25. ACCOUNTABILITY <ul><li>New LENS </li></ul><ul><li>the other 50% can be measured </li></ul>
  26. 26. ACCOUNTABILITY <ul><li>Data overload </li></ul>Source – e-consultancy
  27. 27. ACCOUNTABILITY <ul><li>Digital = Multiple sources for measurement </li></ul>DIGITAL MARKETING IS RESEARCH Campaigns Website Variable ROI Creative Offers Media Destination Qual/ Quant Traffic Spend Buzz Experience
  28. 28. ACOUNTABILITY <ul><li>At every level of the organisation </li></ul><ul><li>Board </li></ul><ul><li>Management </li></ul><ul><li>Operational </li></ul><ul><li>Get involved </li></ul><ul><li>MORE ON THAT TOMORROW… </li></ul>
  29. 29. YOUR ROLE <ul><li>ME MEDIA </li></ul>Thank You Anthony Coles Via Media [email_address] 0413 756289 Skype: colesy1602

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