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Steve Rubel @ Next08


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This document summarizes my top trends to watch. I use a system called Open Files developed by the Boston Consulting Group. The Faint Signals have real business models, the Watch List are things to keep an eye on and the Hallucinations are glints of the eye right now.

Published in: Business, Technology

Steve Rubel @ Next08

  1. <ul><li>Steve Rubel </li></ul><ul><li>SVP, Director of Insights </li></ul><ul><li>Edelman Digital </li></ul><ul><li>[email_address] </li></ul>Next 08 Marketing Trends: Open Files
  2. In the Beginning, There Was Mass
  3. But Now, Mass is Dying
  4. Because Mass Looks Like This…
  5. But Micro Looks Like This…
  6. Micro Rising: Technographic Picture Forrester Research
  7. Micro Rising: Trust Picture 2003 2008 “ Person like you” 36% 58% CEO 14% 36% Academic 43% 56% Regular employee 26% 39% Decline of authority figures
  8. Open Files
  12. Faint Signals: The Cut & Paste Web <ul><li>Trends: </li></ul><ul><ul><li>Information, entertainment and all web content is becoming portable </li></ul></ul><ul><li>Insights/Actions: </li></ul><ul><ul><li>Make sure that every digital program allows information to be consumed/engage with wherever the individual wants to engage with it </li></ul></ul>
  13. Faint Signals: The Cut & Paste Web
  14. Faint Signals: The Cut & Paste Web
  16. Faint Signals: Attention Crash <ul><li>Trends: </li></ul><ul><ul><li>The number of inputs we have as individuals has exceeded what we are capable of managing </li></ul></ul><ul><ul><li>“ Humans can’t scale” - Hugh McLeod </li></ul></ul><ul><li>Insights/Actions: </li></ul><ul><ul><li>Chunk it down - keep it simple and use storytelling </li></ul></ul>
  17. Faint Signals: Attention Crash
  18. Faint Signals: Digital Curation
  19. Faint Signals: Digital Curators <ul><li>Trends: </li></ul><ul><ul><li>Every niche will be addressed with depth and breadth </li></ul></ul><ul><ul><li>However, the Attention Crash will force people to follow their interests more deeply, while maintaining a cursory level of knowledge in macro issues </li></ul></ul><ul><li>Insights/Actions: </li></ul><ul><ul><li>The Internet is giving rise to “digital curators” </li></ul></ul><ul><ul><li>These can be brands, media companies, individuals who are expert in separating junk from art </li></ul></ul><ul><ul><li>Become a curator in a niche before it is met </li></ul></ul>
  20. Faint Signals: Digital Curation
  21. Faint Signals: Super Crunching
  22. Faint Signals: Super Crunching <ul><li>Trends: </li></ul><ul><ul><li>The digital space is the most addressable media and marketing platform - ever </li></ul></ul><ul><ul><li>However, many marketers are not “quants” and data is largely under utilized </li></ul></ul><ul><li>Insights/Actions: </li></ul><ul><ul><li>Data mining and visualization reduce risk, make marketing more efficient and measurable </li></ul></ul><ul><ul><li>Google is becoming the “operating system” for marketing. Immerse yourself in these tools and mine the “databases of intent” </li></ul></ul>
  23. Faint Signals: Super Crunching
  24. Faint Signals: Collaboration
  25. Conversational Line Controlled Open Communication Participation Line Collaboration Open Communication Open Collaboration Controlled Collaboration Controlled Communication
  26. Conversational Line Controlled Open Communication Participation Line Collaboration Advertising Public Relations Viral Video Ideagoras Corp Blogs Community Engagement Co-created Ads
  27. Faint Signals: Collaboration <ul><li>Trends: </li></ul><ul><ul><li>The web is not just a platform for communication, but for collaboration </li></ul></ul><ul><ul><li>Major marketers like Starbucks and Dell are beginning to tap into the power of mass collaboration </li></ul></ul><ul><li>Insights/Actions: </li></ul><ul><ul><li>Evaluate where your audience sits in this paradigm </li></ul></ul><ul><ul><li>Create programs that map to their online patterns and integrate the right mix of tactics from the quadrants </li></ul></ul>
  28. Faint Signals: Collaboration
  29. Watch List
  30. Watch List: Living Room 2.0
  31. Watch List: Living Room 2.0 <ul><li>Trends: </li></ul><ul><ul><li>As the living room connects to the Internet we’re entering a new Golden Age of Television </li></ul></ul><ul><ul><li>Right now, however, very few people have IPTV devices like Apple TV or XBox Live </li></ul></ul><ul><ul><li>It remains to be seen if this is going mainstream </li></ul></ul><ul><li>Insights/Actions: </li></ul><ul><ul><li>Buy one/more of these devices and experiment </li></ul></ul><ul><ul><li>Consider branded programming like HD podcasts </li></ul></ul>
  32. Watch List: Geek Marketers
  33. Watch List: Geek Marketers <ul><li>Trends: </li></ul><ul><ul><li>Some companies are hiring in-house experts who guide the company toward becoming more digital </li></ul></ul><ul><ul><li>These professionals are “cross-trained” in talking technology and marketing, which often don’t mix </li></ul></ul><ul><li>Insights/Actions: </li></ul><ul><ul><li>Consider hiring a geek marketer/digital evangelist </li></ul></ul>
  34. Hallucinations
  36. Hallucinations: Digital Nomads <ul><li>Trends: </li></ul><ul><ul><li>Some knowledge workers are going independent, traveling the world and working from anywhere </li></ul></ul><ul><ul><li>They utilize web applications, wikis, virtual assistants and more, while designing a lifestyle of their dreams </li></ul></ul><ul><ul><li>It’s conceivable that in the future corporations will be more virtual than they are today </li></ul></ul>
  37. Hallucinations: Data Leaking
  38. Hallucinations: Data Leaking <ul><li>Trends: </li></ul><ul><ul><li>Technology innovation in the consumer Internet outpaces what corporations can do </li></ul></ul><ul><ul><li>Workers, especially Gen Y, expect the same tools in the office that they easily have at home </li></ul></ul><ul><ul><li>Work and corporate information is migrating to social networks and other online platforms </li></ul></ul>
  39. Open Files <ul><li>Faint Signals: </li></ul><ul><ul><li>The Cut & Pate Web </li></ul></ul><ul><ul><li>Attention Crash </li></ul></ul><ul><ul><li>Digital Curation </li></ul></ul><ul><ul><li>Super Crunchers </li></ul></ul><ul><ul><li>Collaboration </li></ul></ul><ul><li>Watch List: </li></ul><ul><ul><li>Living Room 2.0 </li></ul></ul><ul><ul><li>Geek Marketers </li></ul></ul><ul><li>Hallucinations: </li></ul><ul><ul><li>Digital Nomads </li></ul></ul><ul><ul><li>Data Leaking </li></ul></ul>
  40. <ul><li>Steve Rubel </li></ul><ul><li>SVP, Director of Insights </li></ul><ul><li>Edelman Digital </li></ul><ul><li>[email_address] </li></ul>Next 08 Marketing Trends: Open Files