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Ian Jindal: Presentation to the "Future of Digital Marketing", June 2008

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My presentation to the e-Consultancy.com FODM conference (http://www.e-consultancy.com/fodm/). See my blog post for more information on references, sites and citations (http://www.innoparticularorder.com/?p=334).

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Ian Jindal: Presentation to the "Future of Digital Marketing", June 2008

  1. 1. “Meta” The Future of Digital Marketing: London, June 2008 www.ianjindal.com © Ian Jindal, contents and images unless noted.
  2. 2. “Meta” The Future of Digital Marketing: London, June 2008 www.ianjindal.com
  3. 3. • Beyond 20th Century Marketing • Elastic Walls? What walls? • Data: meta, micro and moving. • APML • The network effect: place and power. • FODM “Meta” The Future of Digital Marketing: London, June 2008 www.ianjindal.com
  4. 4. • 4Ps – Product, Pricing, Promotion, Placement • 7Ps – (people, Process, Physical evidence) • “New” 4Ps – Personalisation, Participation, Peer-to-peer, Predictive Modelling • SIVA – Solution, Information, Value, Access “So last century” © Image - http://www.flickr.com/photos/557755/2564109363/
  5. 5. • The house of many charms • Build it and they will come • Portals, outbound marketing... noise. Lipstick on a pig © Photo: Mick Coulas
  6. 6. Mobilisation - going after the customer
  7. 7. • Hostelbook • Booking • Referral • Reviews • Friends • Newsfeed • MyDeco • Littlewoods Towards the customer
  8. 8. “There’s only ever a gap in the market for people with sharp elbows and the will to use them”. © Photo: iStockPhoto.com
  9. 9. • Data evolution – accurate – enriched – meta – actionable – mashed – semantic – autonomous & predictive Small revolution - data
  10. 10. • Segmentation and metadata for increased relevance. • “Behaviour” is useful metadata - if you can capture it - ‘ignore ratio’? • Capture offline as well as online - warranties... Metadata
  11. 11. • Turning metadata into a new service • Linking to commerce Metadata - new services
  12. 12. Moving beyond the site Data is Action - “doing” not “viewing” © Photo: iStockPhoto.com
  13. 13. • Making Social Networks “transactional” • You can “do”, not just “view” • From web to desktop • Web to web Microformats
  14. 14. Microformats
  15. 15. • In action... • Google - hCard format added to Search results. • One click to add the result to your address book. • Could do the same with calendar items, or recommentations Microformats
  16. 16. The network: more is more
  17. 17. • Reviews • Meta-reviews • Ambush Network effect - early examples
  18. 18. Not just on your site...
  19. 19. APML
  20. 20. • Attention XML • What you look at, do, note, store, act upon.. • eg Amazon profile • Particls • Impact on LinkedIn? Recommend- ations? • Passive preferences can be made active (eg watch/hunt/ price lists and preferences). APML - In action
  21. 21. • XML • Mashed and changed like other feeds and sources • Some level of pre-processing and ‘semantic’ structure... • Tastebroker.org Show me some APML!
  22. 22. Show me the money! © Photo: iStockPhoto.com
  23. 23. • Phorm • OIX • Mashup of data - above and beyond a single customer, advertiser, publisher or even ISP/network. • Mega meta
  24. 24. The attention economy...
  25. 25. Meaning
  26. 26. • BBC Topics [Beta] • Thematic, topical structure on granular information • A ‘collection’, or categorisation - no new or distilled ‘meaning’ Meaning - by arrangement, collection
  27. 27. • BBC Topics [Beta] • Thematic, topical structure on granular information • A ‘collection’, or categorisation - no new or distilled ‘meaning’ Meaning - by arrangement, collection
  28. 28. • How tall is Ian Jindal? • Is Madonna Married? • Is Everest higher than Kilimanjaro? Meaning
  29. 29. • GTD approach, based on ‘contexts’ • iPhone “knows” some of your contexts (eg near grocery store) • TomTom... • Data + exchange + preference + processing... Meaning and location leading to action...
  30. 30. There’s no middle... © Photo: iStockPhoto.com
  31. 31. • Data – create – capture – share • Give services, don’t acquire • Add value, not processes • Be always and ever yourself • Be on and of the network • If you build it, you’ll have to pay them to come... There’s no middle... © Photo: iStockPhoto.com
  32. 32. Thank you. www.ianjindal.com

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