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The Future Driver of Digital Marketing - Why My Job Used to be Easy

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The Future Driver of Digital Marketing - Why My Job Used to be Easy

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This presentation by Ian Chee outlines the trends in digital marketing that are driving change. What are the forces in the market that we should be wary of and how these forces ultimately shift the way we work.

This presentation by Ian Chee outlines the trends in digital marketing that are driving change. What are the forces in the market that we should be wary of and how these forces ultimately shift the way we work.

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The Future Driver of Digital Marketing - Why My Job Used to be Easy

  1. 1. 6/23/2015 1 WHY MY JOB USED TO BE EASY
  2. 2. 6/23/2015 2
  3. 3. 6/23/2015 3
  4. 4. 6/23/2015 4
  5. 5. 6/23/2015 5
  6. 6. 6/23/2015 6
  7. 7. 6/23/2015 7 Twitch draws 45 million unique visitors per month who view an astonishing 8.5 billion minutes of video per month. Source: http://www.pcmag.com/article2/0,2817,2458235,00.asp
  8. 8. 6/23/2015 8
  9. 9. 6/23/2015 9 Source: Century Link Quote and Washington Post MySpace Facebook
  10. 10. 6/23/2015 10
  11. 11. 6/23/2015 11
  12. 12. “Digital Media Landscape” 6/23/2015 12
  13. 13. 6/23/2015 13 WE ARE AT AN INFLECTION POINT
  14. 14. 6/23/2015 14
  15. 15. 6/23/2015 15
  16. 16. 6/23/2015 16
  17. 17. 6/23/2015 17 “I’M AN EXPERT, I’VE BEEN DOING THIS FOR 15 YEARS”
  18. 18. 6/23/2015 18 CHANGE IS THE ONLY NORM
  19. 19. 6/23/2015 19
  20. 20. 6/23/2015 20 THE RULES OF THE PAST DON’T REALLY MATTER
  21. 21. 6/23/2015 21
  22. 22. 6/23/2015 22 NARCISIM WILL DRIVE INNOVATION
  23. 23. 6/23/2015 23 93 MILLION
  24. 24. 6/23/2015 24
  25. 25. 6/23/2015 25
  26. 26. 6/23/2015 26
  27. 27. 6/23/2015 27
  28. 28. 6/23/2015 28
  29. 29. 6/23/2015 29
  30. 30. 6/23/2015 30 How do we manage brands when brands don’t manage brands?
  31. 31. 6/23/2015 31 FUNCTIONALITY IS AS IMPORTANT AS MESSAGING
  32. 32. 2003: front facing camera commercially available 2013: Selfie Oxford English Dicitonary “Word of the Year” 2014: Selfie sticks
  33. 33. 6/23/2015 35 March 26, 2014
  34. 34. 6/23/2015 36
  35. 35. 6/23/2015 37
  36. 36. 6/23/2015 38
  37. 37. 6/23/2015 40 How can we consider function in a marketing world focused on messages
  38. 38. 6/23/2015 41 SPEED AND CONTEXT MATTERS
  39. 39. 6/23/2015 42
  40. 40. 6/23/2015 43
  41. 41. 6/23/2015 44
  42. 42. 6/23/2015 45 http://www.fastcocreate.com/3033454/pizza-hut-builds-a-life-size-teenage-mutant-ninja-turtles-pizza-thrower
  43. 43. 6/23/2015 46 1 MONTH
  44. 44. 6/23/2015 47
  45. 45. 6/23/2015 48
  46. 46. 6/23/2015 49 https://www.youtube.com/watch?v=C75q_7TVmCk
  47. 47. 6/23/2015 50 3 WEEKS
  48. 48. 6/23/2015 51
  49. 49. 6/23/2015 52
  50. 50. 6/23/2015 53 3 HOURS
  51. 51. 6/23/2015 54
  52. 52. 6/23/2015 55 How do we put protocols in place that allows us to work faster?
  53. 53. 6/23/2015 56 A NICHING OF THINGS
  54. 54. 6/23/2015 57 All networks are not created equal
  55. 55. 58 Feel less judged Act more real People online who don’t know my real identity Family Semi-friends Besties Source: MRY Focus Groups with College Students August 2014
  56. 56. 59 Online You Tumblr You Twitter You Instagram You Snapchat You Family following me, a place for the squeaky clean version of me Source: MRY Focus Groups with College Students August 2014
  57. 57. 60 Friends and acquaintances following me, a place for an curated version of me Online You Tumblr You Facebook You Instagram You Snapchat You Source: MRY Focus Groups with College Students August 2014
  58. 58. 61 Friends following me (and strangers if public), a place for the “cool” version of me Online You Tumblr You Facebook You Twitter You Snapchat You Source: MRY Focus Groups with College Students August 2014
  59. 59. Online You Tumblr You Facebook You Twitter You Instagram You 62 I choose which people to send Snapchats to, a place for the goofy or lewd version Source: MRY Focus Groups with College Students August 2014 SEXTING? BAD STUFF?
  60. 60. Online You Facebook You Twitter You Instagram You Snapchat You 63 No friends following me, a safe space to be the real me Source: MRY Focus Groups with College Students August 2014
  61. 61. 64Source: MRY Focus Groups with College Students August 2014 Dark Social BuzzFeed is already seeing more shares to WhatsApp than to Twitter on iOS.
  62. 62. 6/23/2015 65 How do we take into consideration the differences in context?
  63. 63. 6/23/2015 66 I have not failed, I’ve just found 10,000 ways that wont work
  64. 64. 6/23/2015 67

Editor's Notes

  • The observation made in 1965 by Gordon Moore, co-founder of Intel, that the number of transistors per square inch on integrated circuits had doubled every year since the integrated circuit was invented. Moore predicted that this trend would continue for the foreseeable future.
  • Selfies a day
  • Selfies a day
  • These platforms exist, the audience is there, how can we innovate to reach our business objectives after hearing out these platforms today?
  • When you look up the hashtag “#sad” on Tumblr, you are served this message – supporting the idea that Tumblr is a space where teens feel open expressing themselves.
  • When you look up the hashtag “#sad” on Tumblr, you are served this message – supporting the idea that Tumblr is a space where teens feel open expressing themselves.
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