Digital Marketing

transcript

[ 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

[ digital evolu-on ]

101011010100101011110100100101010101000010111110010101010101001010110010100110100101010011100101001001010100100101001010010010100111110101010010100100100101001010111010100101010

[ digital universe 1990 ]

[ digital adop-on ]

Source: Carat

[ digital universe today ]

Source: Isobar

[ digital universe today ]

Source: Isobar

[ 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

Source: Mark Prensky, M&C Saatchi

[ mul-tasking ]

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

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

Source: M&C Saatchi

[ recall scores collapse ]

Source: NAD / Nielsen

% recall one day aNer adver&sing message

[ digital consump-on ]

Source: Carat

50% digital by 2007

[ tv vs. internet ]

[ media spend imbalance ]

[ 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

[ web 2.0 ]

what the ... ?

[ video: the machine is us/ing us ]

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”

10% Synthesisers find, adapt, add to and

[ creators vs. synthesisers ]

100% Consumers search for and find content

1% Creators

start groups, create and publish

web 2.0

Source: Isobar

[ basic human needs ]

Source: Maslow

web 2.0

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 ]

Source: Trendwatching

[ 15 minutes of fame ]

[ blogshere 2003 – 2006 ]

Source: Technora&

exponen-al growth

[ customer made ]

[ life caching ]

[ the long tail ] Vo

Varia-ons

[ july 2007 ]

Source: Chris Anderson

one2many

one2one

[ australian top 10 ]

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

[ marke-ng 2.0 ]

backver-sing, assver-sing and nailver-sing

[ risky viral success ]

Source: M&C Saatchi

funny = ridiculous ?

[ got game ]

Source: AOL, ESA

[ video: doritos super bowl ad ]

hYp://www.youtube.com/watch?v=kNxgxF-‐7SfA

[ campaign buzz ]

[ july 2007 ]

[ indirect branding ]

[ july 2007 ]

Source: Xtract

viral branding = loss of control ?

[ music recommenda-ons ]

[ july 2007 ]

Source: Hitwise

[ mycompanyspace.com ]

[ youtube.com ]

[ chris&anbartens.com ] [ july 2007 ]

[ wikipedia.com ]

[ schmap.com ]

[ chris&anbartens.com ] [ july 2007 ]

[ topdeck.co.uk ]

[ flickr.com ]

Source: Isobar, Lococitato

influencers & brand advocates

[ flickr.com ]

Source: Soldierant

[ video: microsoX cdragon ]

hYp://www.ted.com/index.php/talks/view/id/129

[ trust online ]

[ reach reali-es ]

australia.com

[ tourism australia ] Infiltrate

Influence

? [ quick strategy -ps ]

§  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

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

[ 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/

[ 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/

[ 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/

[ 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/

? [ ques-ons & comments ]

chris&an.bartens@gmail.com www.chris&anbartens.com

Digital Marketing

Technology