Jonathan Briggs: Digital challenges

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Jonathan Briggs: Digital challenges

  1. 1. Digital challenges for advertising <ul><li>Prof Jonathan Briggs </li></ul><ul><li>September 2010 </li></ul>
  2. 2. Who am I? <ul><li>One of the founders of Hyper Island </li></ul><ul><li>Professor of ecommerce at Kingston University </li></ul><ul><li>Director and head of Strategy Team, the OTHER media </li></ul><ul><li>Web Manager Market Quarter </li></ul>
  3. 3. <ul><li>Paul Smith & Sunspel ecommerce </li></ul><ul><li>Online strategy for fashion clients </li></ul><ul><li>Subaru Canada digital advertising </li></ul><ul><li>Hyper Island Master Classes </li></ul><ul><li>Toolbox and ecommerce at Kingston </li></ul><ul><li>Market Quarter </li></ul><ul><li>iPhone apps for football, rugby and cricket </li></ul>Current projects
  4. 4. Big trends <ul><li>Internet is going mobile: located, personalised, touch, app based </li></ul><ul><li>Google wants to own search results; see Instant </li></ul><ul><li>Facebook wants customers to stay in Facebook </li></ul><ul><li>Digital is becoming a media channel for video </li></ul><ul><li>People will spend less time on the web </li></ul>
  5. 5. Big questions <ul><li>What are Twitter/Facebook really good for? </li></ul><ul><li>Are customers an effective advertising medium </li></ul><ul><li>Will specialised agencies offer a more convincing service to our clients? </li></ul><ul><li>How repeatable is any of this? </li></ul>
  6. 6. What excites me? <ul><li>Starting brand journeys through simple digital activites such as apps & search </li></ul><ul><li>Watching what people do online and improving things for them </li></ul><ul><li>Encouraging visitor participation </li></ul><ul><li>Designing mashups based on data and software services </li></ul>
  7. 7. A few more thoughts <ul><li>Debunking Six Social Media Myths - BusinessWeek </li></ul><ul><li>Report: Apple's iAd for Developers Yields Poor Results | ClickZ </li></ul>
  8. 8. Text http://www.youtube.com/watch?v=FOcujXpbkhg
  9. 9. Follow me @jonathanbriggs @jonathanbriggs

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