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Econsultancy Future Trends Briefing


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Sample document from Econsultancy's Future Trends in Digital Marketing Innovation Briefing, London 2011.

The media and communications landscape continues to develop at a blistering pace, with consumer behaviour adapting rapidly to new technologies and platforms, making it critical for brands to be ready for the future.

As clients play an ever more active role in the content ecosystem, new opportunities are opening up for brands to connect and interact with their customers in new and exciting ways.

Packed with cutting edge examples, the presentation will challenge the way you approach your communication strategy and stimulate you to think laterally about your brand's presence in an ever-changing world.

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Econsultancy Future Trends Briefing

  1. 1. Future Trends<br />Innovation Briefing<br />February 2011<br /><br />
  2. 2. Please note: Sample presentation only, please download the full presentation from:<br /><br />
  3. 3.<br />@neilperkin<br />
  4. 4. What I’m going to talk to you about today<br />New and interesting digital models, ideas<br />New processes, techniques and ways of working<br />Ideas that are not new, but which are being applied in new ways <br /> …and are informed by a close understanding of consumer needs<br />
  5. 5. Opportunity often sits at the confluence of two or more trends<br />Social<br />Data<br />Gaming<br />Mobile<br />Content<br />Utility<br />Agile working<br /><br />
  6. 6. WHAT IS INNOVATION?<br /><br />
  7. 7. …originating ideas<br />INVENTION<br />INNOVATION<br />DIFFUSION<br />…commercialisation of ideas<br />…spread, adoption, imitation<br /><br />
  8. 8. 2011 will be about putting all the thinking into action<br />“2011 will be somewhat less about talk and more about action. We should know by now what we need to be doing, the challenge is about execution. And that’s about good old fashioned things like people, process and technology.” Ashley Friedlein<br /><br />
  9. 9. 2011 will be about true innovation: the commercialisation of principles or ideas<br />'arranging the economic requirements for implementing an invention’<br /><br /><br />
  10. 10. But focus on ‘doing’ doesn’t mean we shouldn’t pause to reflect…<br />“The steeper the curve of change, the more we need a little time to digest; work out what's a fad versus what's really interesting.” Mel Exon, BBH Labs<br /><br /><br />
  11. 11. But there is an inherent recognition of the importance of innovation<br /><ul><li>Organisations not only felt bombarded by change, but that many are struggling to keep up.
  12. 12. 8 out of 10 CEOs saw significant change ahead, and yet the gap between the expected level of change and the ability to manage it had almost tripled since the previous study in 2006</li></ul><br />
  13. 13. It will be increasingly important for businesses to focus on ways to unlock innovation<br /><br />
  14. 14. INNOVATION IN THE SOCIAL WEB<br />We will get past the endless babble about social media platforms, and more companies will begin embedding it into practices, strategies and workflows<br />
  15. 15. Engagement with ‘social’ will increasingly be more than just comms…<br />Gartner predicts that by 2016, social technologies will be integrated with most business applications bringing social CRM, internal communications and collaboration, and public social site initiatives into a coordinated strategy.<br /><br /><br />
  16. 16. Porous Enterprise - Chance favours the connected mind<br />The Eureka Myth – the myth of the lone-creative genius with a spark of sudden inspiration<br />Ideas take a long time to mature, sometimes laying dormant (in the form of 'partial hunches' or half-ideas) for years. <br />It is the collision of these half-ideas, whether our own or from others, that enables breakthroughs to happen. Rather than being a single thing, ideas are networks, or new configurations.<br />
  17. 17. Porous Enterprise - Chance favours the connected mind<br />The great driver of innovation has been the historic increase in connectivity between us that creates infinite possibilities for ideas to be swapped<br />Agile enterprises that understand this create and enable spaces (physical and virtual) where ideas can mingle (in the way that coffee houses did in The Enlightenment)<br />
  18. 18. Enterprises will become increasingly ‘porous’<br />Employees who increasingly recognise the value of being connected to the interesting ideas in their own and related markets<br />Employers who encourage their employees to connect<br /><br />
  19. 19. Porous Enterprise<br /><ul><li> Connected employees bring new thinking into the organisation
  20. 20. Allows for innovation at the edges – non-core thinking
  21. 21. Relationships seen as valuable assets
  22. 22. Flow of ideas into and within organisations
  23. 23. Companies less reliant on ‘stocks’ of knowledge, and more connected to ‘flows’ of knowledge</li></li></ul><li>The Networked Enterprise<br />A new class of company is emerging—one that uses collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and suppliers<br />“…fully networked enterprises are not only more likely to be market leaders or to be gaining market share but also use management practices that lead to margins higher than those of companies using the Web in more limited ways.”<br /><br />
  24. 24. But content on the social web will continue to become ever more important…<br />
  25. 25. campaignsite(s)<br />corporatewebsite<br />Spend will grow in earned and owned media initiatives faster than bought media<br />radio<br />mags<br />newspapers<br />online ads<br />outdoor<br />television<br />THE NEW CONTENT ECOSYSTEM<br />EARNED MEDIA<br />First-person commentary and content about the brand posted and shared across a variety of venues<br />“Social Media” outlets also support both Bought Media (e.g., ad banners, sem/ppc, etc.) and Owned Media (e.g., widgets, apps, etc.)<br />productsite(s)<br />‘advertising’<br />OWNED MEDIA<br />natural<br /> search <br />campaigns<br />All media directly owned by the brand. These destinations provide a platform to drive marketing messages and tools to create Earned Media<br />affiliates<br />video sharing<br />social networks<br />blogs<br />forums<br />personal pages<br />BOUGHT MEDIA<br />socialmedia<br />community<br />Typical corporate media spend Drives people to Owned Media<br />email<br />Brands taking an ever more significant, diverse and assured role as content producers<br />
  26. 26. The web is inherently social<br />Building platforms for longer-term, sustainable relationships with customers <br />Morgan Stanley Internet Trends Report 2010<br />
  27. 27. “Communities already exist. Instead, think about how you can help that community do what it wants to do”<br />Mark Zuckerberg<br />
  28. 28. The spreadability of ideas and content<br />If the web is a mass of conversations, then get talked about<br />Make it as easy as possible for your fans to find it and spread the word<br /><br />
  29. 29. Developing strategies to turn followers into advocates<br />Marketing spend generates traffic<br />Some of that traffic sticks<br />Users are inspired and enabled to talk about your product<br />They spread the message around the network<br />Ref:<br />
  30. 30. Please note: Sample presentation only, please download the full presentation from:<br /><br />
  31. 31. |13 January 2008<br />|Course Title<br />|27<br />Econsultancy<br />Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and ecommerce. Our hub has 95,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences, forums and professional networking.<br />For the last 10 years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation.<br />Join Econsultancy today at <br />All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Ltd 2011.<br />