1. “Meta”
The Future of Digital Marketing: London, June 2008
www.ianjindal.com
© Ian Jindal, contents and images unless noted.

2. “Meta”
The Future of Digital Marketing: London, June 2008
www.ianjindal.com

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. • 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. • The house of
many charms
• Build it and they
will come
• Portals, outbound
marketing...
noise.
Lipstick on a pig
© Photo: Mick Coulas

6. Mobilisation - going after the customer

7. • Hostelbook
• Booking
• Referral
• Reviews
• Friends
• Newsfeed
• MyDeco
• Littlewoods
Towards the customer

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. • Data evolution
– accurate
– enriched
– meta
– actionable
– mashed
– semantic
– autonomous &
predictive
Small revolution - data

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. • Turning metadata
into a new service
• Linking to
commerce
Metadata - new services

12. Moving beyond the site
Data is Action - “doing” not “viewing”
© Photo: iStockPhoto.com

13. • Making Social
Networks
“transactional”
• You can “do”, not
just “view”
• From web to
desktop
• Web to web
Microformats

14. Microformats

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. The network: more is more

17. • Reviews
• Meta-reviews
• Ambush
Network effect - early examples

18. Not just on your site...

19. APML

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. • XML
• Mashed and
changed like
other feeds and
sources
• Some level of
pre-processing
and ‘semantic’
structure...
• Tastebroker.org
Show me some APML!

22. Show me the money!
© Photo: iStockPhoto.com

23. • Phorm
• OIX
• Mashup of data -
above and
beyond a single
customer,
advertiser,
publisher or even
ISP/network.
• Mega meta

24. The attention economy...

25. Meaning

26. • BBC Topics [Beta]
• Thematic, topical
structure on
granular
information
• A ‘collection’, or
categorisation -
no new or
distilled ‘meaning’
Meaning - by arrangement, collection

27. • BBC Topics [Beta]
• Thematic, topical
structure on
granular
information
• A ‘collection’, or
categorisation -
no new or
distilled ‘meaning’
Meaning - by arrangement, collection

28. • How tall is Ian
Jindal?
• Is Madonna
Married?
• Is Everest higher
than Kilimanjaro?
Meaning

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. There’s no middle...
© Photo: iStockPhoto.com

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. Thank you.
www.ianjindal.com