Making sense of digital (nb)
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The document discusses the concept of digital and how it has changed marketing. It notes that digital is a network of networks or a pool of human knowledge and culture that allows for new forms of learning, broadcasting, commerce, communication, social connection, publishing, entertainment, staying up to date, gathering opinions, sharing, and self expression. It also discusses how digital has changed roles for creative agencies, content owners, media buyers, and consumers. Brands are now under more consumer control and digital provides opportunities for consumer endorsement and two-sided conversations. The challenges are ensuring brands can be found, listen, create, interact and treat digital like other products by understanding users and measuring impact.
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Making sense of digital (nb)
- 2. What do we mean DIGITAL ? when we say 2
- 3. It’s about how we use this new medium the internet called 3
- 4. So, what is it? It is a NETWORK of NETWORKS 4
- 5. Or... A pool of HUMAN KNOWLEDGE & CULTURE 5
- 6. It is a MEDIUM unlike any other... And it gives us the freedom to do so much... 6
- 7. ted.com wikipedia.org` bing.com google.com` LEARNING 7
- 8. abc.net.au/iview Gary Varynerchuk: Wine Library TV on YouTube The Dalai Lama broadcasting on UStream BROADCASTING 8
- 9. http://cgi.ebay.com/LICENSED-SUPREME-EDITION-DARTH-VADER-COSTUME-SET-/250864762165? _trksid=p5197.m7&_trkparms=algo%3DLVI%26itu%3DUCI%26otn%3D1%26po%3DLVI%26ps www.asos.com/au %3D63%26clkid%3D2001498211407752956#ht_1229wt_889 COMMERCE 9
- 10. COMMUNICATION 10
- 11. http://www.etsy.com/listing/67102423/facebook-like-white-a-pinback-button-set? ref=sr_list_39&ga_search_submit=&ga_search_query=Social +Media&ga_page=2&ga_search_type=handmade&ga_facet=handmade SOCIAL CONNECTION 11
- 12. Anna Wintour Vogue Editor Fashion Blogger, not me... PUBLISHING thingsboganslike.com 12
- 14. GEO LOCATION 14
- 15. flipboard.com` thedaily.com` STAYING UP TO DATE 15
- 16. restaurant review site - urbanspoon.com` movie database - imdb.com social travel guide - trippy.com fashion website - lookbook.nu` GATHER OPINION 16
- 17. multi-device file location - dropbox.com music-sharing social service - turntable.fm pressentatino sharing site - slideshare.net` SHARING 17
- 18. blogging platforms tumblr.com squarspace.com wordpress.org SELF EXPRESSION podcasting - soiree.com.au 18
- 19. And a combination of them all... Google Plus - plus.google.com Democratized Funding Platform - kickstarter.com Community-Based Question & Answer Site - quora.com ecommerce site focussed on community crafts & vintage items - esty.com 19
- 20. Why does it change MARKETING? 20
- 21. It changes the role for many of the players... Creative Agencies Content Owners generate the BIG IDEA provide the COMPELLING CONTENT Media Buyers Media Aggregator / Distributor provide the TARGET AUDIENCE allows consumer ACCESS CREDIIT: Don Sullivan, Melbourne Business School 21
- 22. ... because in the DIGITAL WORLD have things CHANGED web-comedy series created by Felicia Day Editorial website owned by LVMH - nowness.com COMPELLING the BIG IDEA CONTENT comes from can be user (or supplier) the audience generated consumers can ACCESS the TARGET AUDIENCE ANYWHERE, ANYTIME isn’t so easy to TARGET CREDIIT: Don Sullivan, Melbourne Business School 22
- 23. And brands are ever more under CONSUMER CONTROL 23
- 24. But also provides great CONSUMER ENDORSEMENT 24
- 25. Unlike traditional media, Digital is... A TWO-SIDED CONVERSATION 25
- 26. flickr.com - Cookies by compujeramey EASIER TO TRACK ACTUAL BEHAVIOUR 26
- 27. flickr.com - Day [009] Schedule by Sadie Hernandez NOT TIME CONSTRAINED 27
- 28. flickr.com - Easy Access by Kelly1878 ACCESSIBLE ANYWHERE, ANYTIME 28
- 29. OPEN TO USER CREATION & REINTERPRETATION 29
- 30. So, what do we do? flickr.com - pinky and the ger by GerGauss Treat it like any other product... Understand WHO uses it... and WHY... and HOW... and WHEN... 30
- 31. DIGITAL BEHAVIOUR New questions in the TWE TRACKER SOCIAL MEDIA USAGE FACEBOOK USAGE Behaviour linked to brand connection! 31
- 32. www.fakesteve.net Because once the message leaves our door, it’s NO LONGER UNDER OUR CONTROL 32
- 33. flickr.com - Creating the Future for Libraries blank book by The Shifted Librarian We do need to ensure that... We can be FOUND We LISTEN We CREATE We INTERACT 33
- 34. OUR CHALLENGE “...the web is such a paradigm shift that if it is not in your blood it is very difficult to imagine its power and how to use it for good” Mitch Joel Founder of Digital Agency, TwistImage 34
- 35. PRINCIPLES TO EMBED • Use Digital to support/activate overall Brand and Commercial Strategy (know which consumers to target and how the channel will help build connection, sales, etc) • Know how and what to measure the impact of efforts • Analysis is crucial • Dedicating the time and people to the cause 35