The Digital Landscape

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Keynote presentation on the current trends of digital marketing. Presented at the IDM & DMA digital conference, Bristol, UK. October 2011

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The Digital Landscape

  1. 1. The digital landscape Presented by - Steve Kemish F IDM Chair of IDM Digital Council Member DMA Future Proofing Group Questions? Comments - @skemmo
  2. 2. Cyance: Some of our clients
  3. 3. Social media is not just networking Questions? Comments - @skemmo
  4. 4. There are five main features to Google+.   Circles – this allows you to build relationships much like Facebook, but with the key difference that unlike Facebook, which lumps your closest friends in with more distant relationships, Circles allows you to put your friends into groups. For instance, you could have a group for friends, family and work colleagues, allowing you to communicate with each group in a different way. Huddle – this is a group chat feature, useful for trying to organise a meet-up with multiple people on the move. Sparks – finds connections and discussions relevant to your own interests. Hangouts – a feature working with Google Chat, this offers real-time conversations and video chats with friends. Instant Upload – enabling videos and photos to be shared in an instant. 2005: $580m 2007: $12bn 2011: $35m
  5. 5. According to FTs, Bryce Elder, Myspace’s value dropped roughly $174 a minute under the ownership of Rupert Murdoch Questions? Comments - @skemmo
  6. 6. Things to avoid # 32 “My 16 yr old son” syndrome Questions? Comments - @skemmo
  7. 7. Seriously?? Questions? Comments - @skemmo
  8. 8. Mobile web Questions? Comments - @skemmo
  9. 9. Questions? Comments - @skemmo
  10. 10. “ phones up, hands up” Questions? Comments - @skemmo
  11. 11. Questions? Comments - @skemmo
  12. 12. Questions? Comments - @skemmo
  13. 13. “ You can discover more about a person in an hour of play than in a year of conversation.” - Plato Questions? Comments - @skemmo
  14. 14. Mike Overthrow Questions? Comments - @skemmo
  15. 15. Questions? Comments - @skemmo
  16. 16. Questions? Comments - @skemmo
  17. 17. Questions? Comments - @skemmo
  18. 18. Questions? Comments - @skemmo
  19. 19. Questions? Comments - @skemmo
  20. 20. Questions? Comments - @skemmo
  21. 21. Questions? Comments - @skemmo
  22. 22. x Questions? Comments - @skemmo
  23. 23. Going too far? <ul><li>Just because your customers are on Facebook </li></ul><ul><li>It doesn’t mean they want to hear from you or </li></ul><ul><li>think about you. </li></ul><ul><li>Recognise and respect </li></ul><ul><li>(And be sure it’s them too!) </li></ul>Questions? Comments - @skemmo
  24. 24. If I can do this in 15 minutes <ul><li>What can you do with your customer database? </li></ul><ul><li>Your prospect database? </li></ul><ul><li>How can you arm your sales team? </li></ul><ul><li>How does this influence your marketing activity? </li></ul><ul><li>How do influencers influence your marketing activty? </li></ul>Questions? Comments - @skemmo
  25. 25. This is not data mining, this is sifting for gold. Questions? Comments - @skemmo
  26. 26. But respect data <ul><li>It goes missing. </li></ul><ul><li>It gets stolen. </li></ul><ul><li>It goes out of date. </li></ul><ul><li>If collected badly, it can only be used badly. </li></ul>Questions? Comments - @skemmo
  27. 27. building on past and present behaviour <ul><li>What they have purchased. </li></ul><ul><li>Enquired about. </li></ul><ul><li>Seen. </li></ul><ul><li>Watched. </li></ul><ul><li>Wanted. </li></ul><ul><li>Hated. </li></ul><ul><li>Influence rank </li></ul>Questions? Comments - @skemmo
  28. 28. finding influencers Questions? Comments - @skemmo
  29. 29. War of attribution Questions? Comments - @skemmo
  30. 30. Questions? Comments - @skemmo
  31. 31. Connect similar people Show percentage of trust Analyse content of tweets Provide other social networks Questions? Comments - @skemmo
  32. 32. Retro slides time… Looking back to 2007
  33. 33. Three visitors, three scores Mr A Mr T Mr B 7 5 4 Page impressions Questions? Comments - @skemmo
  34. 34. Who do we contact first? Questions? Comments - @skemmo
  35. 35. Are we sure? Product page Email link 4 “ About Us” Checkout: 1 of 3 Product page Homepage Homepage Add to basket Add to basket Checkout: 2 of 3 Types URL Google Ad 5 7 x4 x1 x1 x2 x1 x1 x1 x2 x2 Product page x1 14 18 37 Questions? Comments - @skemmo
  36. 36. Looking ahead Questions? Comments - @skemmo
  37. 37. Looking ahead Questions? Comments - @skemmo
  38. 39. Video web Questions? Comments - @skemmo
  39. 40. Questions? Comments - @skemmo
  40. 41. Further thoughts for you <ul><li>Data is the bedrock of, well, everything! </li></ul><ul><li>Seek influencers to help do your job for you </li></ul><ul><li>Map everything to the sales cycle </li></ul><ul><li>(and what works best for your customers) </li></ul><ul><li>Multi-channel can be multi online & multi offline </li></ul><ul><li>Be channel agnostic and play! (by the rules) </li></ul>Questions? Comments - @skemmo
  41. 42. Thank you Questions? Comments - @skemmo

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