"Atomization" - a new trend in online marketing and how to exploit it

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A 53-slide presentation by Internet Authtor and CEO of E-consultancy.com Ashley Friedlein looking at what he calls 'atomisation'. Ashley shows how internet content and services are increasingly being 'atomised' across the internet; your would-be site users are consuming your content in many other places than your actual site. So what can you do about it? How can you embrace this trend?

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  • "Atomization" - a new trend in online marketing and how to exploit it

    1. 1. “ Atomisation” - what is it, and what are you going to do about it? Ashley Friedlein CEO E-consultancy.com
    2. 2. <ul><li>Atomisation </li></ul>
    3. 3. Jakob's Law of the Web User Experience “Users spend most of their time on other sites”
    4. 4. <ul><li>There are many, many more interactions with your brand online that AREN’T on your site, than ARE </li></ul>
    5. 5. For example… <ul><li>Your online advertising </li></ul><ul><li>Press release distribution sites </li></ul><ul><li>‘ Media’ sites – ‘official’ coverage of you </li></ul><ul><li>Affiliates (not always in your knowledge) </li></ul><ul><li>(Shopping) Comparison Sites e.g. Kelkoo, Froogle </li></ul><ul><li>Search Engines (whether users click or not) </li></ul><ul><li>Trading platforms e.g. eBay (are people re-selling your stuff?) </li></ul><ul><li>In E-mails </li></ul><ul><li>Partner sites (trade affiliations, co-registration deals etc.) </li></ul><ul><li>Directories </li></ul><ul><li>Blogs/Communities – people talking about you </li></ul><ul><li>Virtual Worlds – e.g. Second Life </li></ul><ul><li>Twitter, YouTube etc. etc. </li></ul>
    6. 6. <ul><li>Is this good or bad? Should you encourage it or fight it? </li></ul><ul><li>Is it going to happen more, or less? </li></ul>
    7. 7. http://www.touchgraph.com/TGGoogleBrowser.php?start=www.e-consultancy.com&signed=false
    8. 8. The Atomisation of E-consultancy
    9. 9. iRobot
    10. 12. <ul><li>Reputation & Network </li></ul><ul><li>Monitoring / </li></ul><ul><li>Online PR </li></ul><ul><li>Google News </li></ul><ul><li>Blog Search </li></ul><ul><li>Bloglines </li></ul><ul><li>Technorati </li></ul><ul><li>Topix </li></ul><ul><li>digg </li></ul><ul><li>reddit.com </li></ul><ul><li>etc. etc. </li></ul>
    11. 15. And we’ve hardly started… <ul><li>Events e.g. Eventful.com, Upcoming.org </li></ul><ul><li>Slides / Presentations e.g. Slideshare.net </li></ul><ul><li>YouTube Channel </li></ul><ul><li>Facebook Channel / Apps </li></ul><ul><li>APIs (e.g. Supplier Directory), Widgets etc. </li></ul>
    12. 16. The Big Boys are at it (of course)
    13. 17. 3 types of widget have been made available:- 1. One showing item information for an auction listing 2. Another enabling a slideshow for multiple selected items 3. And another showing multiple thumbnails related to keyword search queries “ eBay has launched a Flash widget applet that allows sellers to embed their auctions on sites around the web.” eBay
    14. 18.
    15. 19.
    16. 20.
    17. 21. Amazon
    18. 22. And some interesting applications of it…
    19. 23. www.nfp2.co.uk
    20. 24.
    21. 25.
    22. 26. OK… So what am I meant to do about it?
    23. 27. <ul><li>Map / understand your </li></ul><ul><li>network </li></ul><ul><li>Make yourself useful / </li></ul><ul><li>available to your netwok </li></ul><ul><li>3. Engage with your </li></ul><ul><li>network </li></ul>
    24. 28. <ul><li>Map / understand </li></ul><ul><li>your network </li></ul><ul><li>Make yourself </li></ul><ul><li>useful / available </li></ul><ul><li>to your netwok </li></ul>
    25. 29. A Website
    26. 30.
    27. 31. <ul><li>How to map your network? </li></ul><ul><ul><li>Free stuff: </li></ul></ul><ul><ul><li>Google “related:[www.yourdomain.com]” </li></ul></ul><ul><ul><li>Touchgraph ( http://www.touchgraph.com/ ) </li></ul></ul><ul><ul><li>Alerts (e.g. Google) – who is talking about you? </li></ul></ul><ul><ul><li>Backlinks to your site + competitors’ sites </li></ul></ul><ul><ul><li>Refferring sites (from your web stats) </li></ul></ul><ul><ul><li>Feed aggregators (e.g. Feedraider) </li></ul></ul><ul><ul><li>Ask people (especially your users) </li></ul></ul><ul><ul><li>Tools / Services: </li></ul></ul><ul><ul><li>Onalytica, Atlas Sitefinder, SEO Elite, various </li></ul></ul><ul><ul><li>SEM / PR agencies (Spannerworks etc.) </li></ul></ul>
    28. 32. <ul><li>Map / understand </li></ul><ul><li>your network </li></ul><ul><li>Make yourself </li></ul><ul><li>useful / available </li></ul><ul><li>to your netwok </li></ul>
    29. 33. Microformats – the atomisation of content
    30. 34. hCard hCalendar Adr / geo hResume hReview http://microformats.org/
    31. 35. hReview – corkd.com
    32. 36. hCalendar – upcoming.org
    33. 37. hResume – LinkedIn.com
    34. 38. Widgets and APIs – the atomisation of functionality
    35. 39.
    36. 40. www.nfp2.co.uk
    37. 41. OpenID, Google Open Social etc. – the atomisation of identity
    38. 42. APML – the atomisation of behavioural data
    39. 43.
    40. 44. You want my Amazon profile? My last.fm profile?
    41. 45. My financial services profile? My medical profile?
    42. 46. Browsers – evolving to make these ‘atoms’ configurable
    43. 47. From: Alex Faaborg (Firefox user experience developer)
    44. 48. From: Alex Faaborg (Firefox user experience developer) Netvibes
    45. 49. In Summary…
    46. 50. Buzz words I’m excited about… <ul><li>Microformats , chunks , widgets , APIs, Atomisation, configuration , distribution , syndication, “Federated Commerce” </li></ul>
    47. 51. “ The customer is in control” … yada yada…
    48. 52. <ul><li>Atomisation </li></ul>
    49. 53. Thank you / Q&A Ashley Friedlein CEO E-consultancy http://www.e-consultancy.com

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