Three key digital trends are emerging for the new decade: 1. Marketing strategies will need to be real-time to engage customers on social media and respond rapidly to trends. 2. Marketing efforts will need to have high digital visibility on search engines and social platforms to be found by customers. 3. Data and insights from analytics will be crucial for building targeted, personalized marketing campaigns and products that meet customer needs.

1. Three Digital Trends for the New Decade:
Building marketing strategies that are real-time, highly visible and data-driven
Curated by Steve Rubel, SVP, Director of Insights
March 2010

2. Technologies Get All the Attention, Yet They’re Fleeting
2

3. Trends, However, Develop More Slowly and Are Often Timeless
3

4. Focus on the Trends, But Leverage the Technologies
4

5. MARKETING IN THE AGE OF STREAMS:
SOCIAL MEDIA PRESENTATION
THE REAL-TIME ENGAGEMENT IMPERATIVE

6. THE CHALLENGE: THE FIREHOSE

9. 9

10. 10

12. PEOPLE NEED TO HEAR THINGS MANY TIMES FOR IT TO SINK IN
12

13. MOST ONLINE ADULTS IN JAPAN USE SOCIAL MEDIA REGULARLY
13

14. EXPERTS AND EMPLOYEES SHAPE OUR DECISIONS
14

15. EMPLOYEE ENGAGEMENT IS A KEY TO SOCIAL SUCCESS
15

16. I: ESTABLISH DIGITAL EMBASSIES AND EQUIP
EMPLOYEES TO BECOME AMBASSADORS
16

17. ESTABLISH DIGITAL EMBASSIES
17

18. II: EMBRACE MULTIPLICITY AND DIVERSITY

19. EMBRACE MULTIPLICITY AND DIVERSITY
19

20. III: USE THE FORCE, DON’T FIGHT IT

21. USE THE FORCE, DON’T FIGHT IT
21

22. THE GOOGLIZATION OF MEDIA:
BUILDING A DIGITALLY VISIBLE BUSINESS
22

23. “IN 2009, MORE DATA WILL
BE GENERATED BY
INDIVIDUALS THAN IN THE
ENTIRE HISTORY OF
MANKIND THROUGH 2008.”
- ANDREAS WEIGEND,
FORMER CHIEF SCIENTIST,
AMAZON.COM
23

24. 24

25. 25

26. 26

27. • Search engines have a global
active reach of 86 percent of
THE SEARCH ENGINE LANDSCAPE: all users (Nielsen)
BY THE NUMBERS
• Yahoo! enjoys 50% of
searches in the Japanese
search market (comScore)
• Therefore, Google is every
business’ home page
• News and streams drive
searches, searches drive news
and streams
“Business card as search result” by Jeff McNeil
27

28. I - PAID SEARCH
28

29. II – OWNED SEARCH
29

30. III – EARNED SEARCH
30

31. IV – SOCIAL SEARCH
31

32. QUALITY CONTENT DRIVES DIGITAL
VISIBILITY
32

33. SOCIAL CONNECTIONS DRIVES DIGITAL
VISIBILITY
33

34. THE DATA DECADE:
SOCIAL MEDIA PRESENTATION
DIY INSIGHTS AND SITUATIONAL AWARENESS

36. “THE GREAT INFLECTION IS THE
MASS DIFFUSION OF LOW-
COST, HIGH-POWERED
INNOVATION TECHNOLOGIES
— FROM HAND-HELD
COMPUTERS TO WEB SITES
THAT OFFER ANY IMAGINABLE
SERVICE — PLUS CHEAP
SOCIAL MEDIA CONNECTIVITY. THEY ARE
PRESENTATION
TRANSFORMING HOW
BUSINESS IS DONE.”
- NYT COLUMNIST, THOMAS
FRIEDMAN ON THE DO-IT-
YOURSELF ECONOMY

37. I: TAP INTO FREE TOOLS AND
BECOME DATA JUNKIES
37

38. II: LOOK FOR UN-MET NEEDS AND USE THE
DATA TO PLAN PRODUCTS AND CAMPAIGNS
38

39. II: MAP NETWORKS TO UNDERSTAND HOW TO
USE THEM EFFICIENTLY AND EFFECTIVELY
39

40. 40

41. Three Digital Trends for the New Decade:
Building marketing strategies that are real-time, highly visible and data-driven
Curated by Steve Rubel, SVP, Director of Insights
March 2010