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.

1. Making Sense of
DIGITAL
1

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

13. store.steampowered.com
ENTERTAINMENT
13

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