Digital Marketing
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Transcript of Digital Marketing
[ digital marke-ng ]
Chris&an Bartens, Guest Lecture Electronic Marke&ng, MKTG 6015
University of Sydney
[ myself ]
§ Digital strategy, web analy&cs, search § Tourism Australia, Sydney § Tourism Australia, London § University of Queensland, Brisbane § Space2go.com, Berlin § E-‐LoN.com, Berlin § Dive & Travel, Freiburg
[ july 2007 ] [ chris&anbartens.com ]
[ today ] § Digital evolu&on – Adop&on – Digital universe – Consumers – Media spend
§ Digital trends – Web 2.0 – Synthesisers – Basic human needs – 15 minutes of fame – The long tail
§ Marke&ng 2.0
– Viral marke&ng – Indirect branding – Social networks – Marke&ng 101 – Gaming
§ Useful links – NewsleYers & blogs – Trends & char&ng – Research
§ Ques&ons
[ july 2007 ] [ chris&anbartens.com ]
[ digital evolu-on ]
101011010100101011110100100101010101000010111110010101010101001010110010100110100101010011100101001001010100100101001010010010100111110101010010100100100101001010111010100101010
[ july 2007 ] [ chris&anbartens.com ]
[ digital universe 1990 ]
[ july 2007 ] [ chris&anbartens.com ]
[ digital adop-on ]
Source: Carat
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[ digital universe today ]
[ july 2007 ] [ chris&anbartens.com ]
Source: Isobar
[ digital universe today ]
Source: Isobar
[ july 2007 ] [ chris&anbartens.com ]
[ chris&anbartens.com ]
[ online oxygen ]
[ july 2007 ]
plus mobile oxygen Source: Trendwatching
[ the digital na-ve ]
§ 10,000 gaming hours § 20,000 TV hours § 15,000 Internet hours § 200,000 emails and IMs § 10,000 cell phones hours § All before they are 25
[ july 2007 ] [ chris&anbartens.com ]
Source: Mark Prensky, M&C Saatchi
[ mul-tasking ]
[ july 2007 ] [ chris&anbartens.com ]
Source: Jeffrey Cole, Surveying the Digital Future
[ rewiring brains ] § Neuroscience tells us that these experiences are literally re-‐wiring kids’ brains
§ If we were to take an electronic scan of our brains and compare them to those of our kids’ brains, we would find that they use fundamentally different neural pathways to process the same informa&on
[ july 2007 ] [ chris&anbartens.com ]
Source: Harvard Medical School
[ quick & ruthless ]
§ The brain works faster § It can do five things at once § In a nanosecond it decides what gets through and what is ruthlessly edited into oblivion
[ july 2007 ] [ chris&anbartens.com ]
Source: M&C Saatchi
[ recall scores collapse ]
[ july 2007 ] [ chris&anbartens.com ]
Source: NAD / Nielsen
% recall one day aNer adver&sing message
[ digital consump-on ]
Source: Carat
[ july 2007 ] [ chris&anbartens.com ]
50% digital by 2007
[ tv vs. internet ]
[ july 2007 ] [ chris&anbartens.com ]
Source: Jeffrey Cole, Surveying the Digital Future
[ media spend imbalance ]
[ july 2007 ] [ chris&anbartens.com ]
Source: Jeffrey Cole, Surveying the Digital Future
[ digital trends ]
web 2.0 blogs rss xml wikis social networks tagging mashups youtube myspace flickr apis web 2.0 blogs rss xml wikis social networks tagging mashups youtube myspace flickr apis web 2.0 blogs rss xml wikis social
[ july 2007 ] [ chris&anbartens.com ]
[ web 2.0 ]
what the ... ?
[ july 2007 ] [ chris&anbartens.com ]
[ video: the machine is us/ing us ]
[ july 2007 ] [ chris&anbartens.com ]
hYp://www.youtube.com/watch?v=NLlGopyXT_g
[ the evolu-on ]
web 1.0
links groups email brochures directories search
web 2.0
rss / xml wikis
mashups self-‐organizing
syndica&on tagging PEW: “28% of US
Internet users tagged content
online”
[ july 2007 ] [ chris&anbartens.com ]
10% Synthesisers find, adapt, add to and
share
[ creators vs. synthesisers ]
100% Consumers search for and find content
1% Creators
start groups, create and publish
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web 2.0
Source: Isobar
[ basic human needs ]
Source: Maslow
web 2.0
[ july 2007 ] [ chris&anbartens.com ]
Consumers producing, contribu&ng, adding, sugges&ng for non-‐monetary reasons, leaving economists (and well-‐known brands) in shock.
If only they would reap the benefits from understanding that increasingly, contribu-ng cons-tutes status for crea&ve individuals
[ hobbynomics ]
[ july 2007 ] [ chris&anbartens.com ]
Source: Trendwatching
[ 15 minutes of fame ]
[ july 2007 ] [ chris&anbartens.com ]
Source: Jeffrey Cole, Surveying the Digital Future
[ blogshere 2003 – 2006 ]
Source: Technora&
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exponen-al growth
[ customer made ]
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Source: Trendwatching
[ life caching ]
[ july 2007 ] [ chris&anbartens.com ]
Source: Trendwatching
[ chris&anbartens.com ]
[ the long tail ] Vo
lume
Varia-ons
[ july 2007 ]
Source: Chris Anderson
one2many
one2one
[ australian top 10 ]
[ july 2007 ] [ chris&anbartens.com ]
Source: Hitwise 05/2007
[ marke-ng 2.0 ]
web 2.0 blogs rss xml wikis social networks tagging mashups youtube myspace flickr apis web 2.0 blogs rss xml wikis social networks tagging mashups youtube myspace flickr apis web 2.0 blogs rss xml wikis social
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[ marke-ng 2.0 ]
backver-sing, assver-sing and nailver-sing
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Source: Trendwatching
[ risky viral success ]
Source: M&C Saatchi
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funny = ridiculous ?
[ got game ]
[ july 2007 ] [ chris&anbartens.com ]
Source: AOL, ESA
[ video: doritos super bowl ad ]
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hYp://www.youtube.com/watch?v=kNxgxF-‐7SfA
[ chris&anbartens.com ]
[ campaign buzz ]
[ july 2007 ]
[ chris&anbartens.com ]
[ indirect branding ]
[ july 2007 ]
Source: Xtract
viral branding = loss of control ?
[ chris&anbartens.com ]
[ music recommenda-ons ]
[ july 2007 ]
Source: Hitwise
[ mycompanyspace.com ]
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[ youtube.com ]
[ chris&anbartens.com ] [ july 2007 ]
[ wikipedia.com ]
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[ schmap.com ]
[ chris&anbartens.com ] [ july 2007 ]
[ topdeck.co.uk ]
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[ flickr.com ]
[ july 2007 ] [ chris&anbartens.com ]
Source: Isobar, Lococitato
influencers & brand advocates
[ flickr.com ]
[ july 2007 ] [ chris&anbartens.com ]
Source: Soldierant
[ video: microsoX cdragon ]
[ july 2007 ] [ chris&anbartens.com ]
hYp://www.ted.com/index.php/talks/view/id/129
[ trust online ]
[ july 2007 ] [ chris&anbartens.com ]
Source: Jeffrey Cole, Surveying the Digital Future
[ reach reali-es ]
[ july 2007 ] [ chris&anbartens.com ]
australia.com
[ tourism australia ] Infiltrate
Influence
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? [ quick strategy -ps ]
[ july 2007 ] [ chris&anbartens.com ]
§ Start your own community § Write your own company blog § Write your own product reviews § Post your company’s tv commercials § Sorry, not that easy
[ marke-ng 101 ]
company consumer
Service Support Employees Distribu&on
Experience Brand
search
wom, blogs, emails, reviews, communi&es, social networks, photo sharing, video sharing
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marke&ng
Source: Don E. Schultz, Northwestern University
[ useful links ]
.org hYp:// .com www .net .org hYp:// .com www .net .org hYp:// .com www .net .org hYp:// .com www .net .org hYp:// .com www .net .org hYp:// .com www .net .org hYp:// .com www .net .org hYp:// .com www
[ july 2007 ] [ chris&anbartens.com ]
[ newsleZers, blogs ]
§ hYp://www.emarketer.com/ § hYp://www.techcrunch.com/ § hYp://www.smartbrief.com/iab/ § hYp://www.marke&ngvox.com/ § hYp://www.imediaconnec&on.com/ § hYp://www.trendwatching.com/ § hYp://www.springwise.com/
[ july 2007 ] [ chris&anbartens.com ]
[ newsleZers, blogs ]
§ hYp://www.lifehacker.com/ § hYp://www.useit.com/alertbox/ § hYp://weblogs.hitwise.com/ § hYp://www.wired.com/ § hYp://www.technora&.com/weblog/ § hYp://del.icio.us/cbartens/ar&cles/
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[ chris&anbartens.com ]
[ trends, char-ng ]
§ hYp://www.hitwise.com.au/datacenter § hYp://www.google.com/trends § hYp://www.google.com/zeitgeist § hYp://www.blogpulse.com/ § hYp://www.alexa.com/ § hYp://www.compete.com/ § hYp://www.visualcomplexity.com/vc/
[ july 2007 ]
[ research ]
§ hYp://www.etcnewmedia.com/ § hYp://www.internetworldstats.com/ § hYp://www.doubleclick.com/ § hYp://www.digitalcenter.org/ § hYp://www.online-‐publishers.org/ § hYp://www.clickz.com/ § hYp://www.nngroup.com/
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[ research ]
§ hYp://www.jupiterresearch.com/ § hYp://www.pewinternet.org § hYp://www.atlassolu&ons.com/ins&tute § hYp://adlab.microsoN.com/ § hYp://searchmarke&ng.yahoo.com/ § hYp://adwords.google.com/ § hYp://www.googspy.com/
[ july 2007 ] [ chris&anbartens.com ]
? [ ques-ons & comments ]
chris&[email protected] www.chris&anbartens.com