current and future trends in digital marketing 2011

Nottingham Trent University

15th November 2011Susi O’Neill

Digital Consultant

The digital opportunity: Current and future trends

The digital opportunity: Current and future trends

1. Web 1.0 > 3.02. Augmented & Virtual Reality3. The Mobile Web4. The Culture of Now5. Social Content

The digital opportunity: Current and future trends

1. Web 1.0 > 3.0

We’re not in Kansas anymore

Access over ownershipImage

Modular, customisable systems

Proprietary Systems

Customisable web

Geocities (1994-2009)

Customisable > Generic Web

MySpace (2003-2012)

Generic web

Facebook (2004-present)

Rise of the digital native

Prosumer (Consumer as producer)

People Power

Source: Altimeter

Comparing Digital Natives...

...With Silver Surfers

Forrester: 2009

Photo

Globalisation

The adoption curve

Digital marketing adoption

Augment &virtual reality3D

Mobile appsPervasive computingCloud computingProsumers

Social marketingWeb 2.0Rich media content

E-commerceEmail marketingWeb accessibilityOnline supportSearch marketing

WebsiteE-Brochure

“Your product will only survive in a crowded marketplace if you stop advertising and start innovating. The old ways of marketing are dead – and being safe is now risky”

Seth Godin, Purple Cow

Old media: lean back

New media – lean forward

Web 1.0

Marta Strikland

The digital opportunity: Current and future trends

1. Web 1.0 > 3.02. Augmented & Virtual Reality

The virtuality continuum

The virtuality continuumAR

Mobile appQR Code

Kinect Virtual worldsSecond Life

3DFilm

Augmented reality

Esquire Magazine Molson Dry beer Dutch AR safety campaign Google Goggles search

Augmented virtuality: gaming

Xbox Kinect

Virtual reality

Clip: Crystal Maze

New screens

Skinput: human skin data

Pervasive computing(The internet of things)

The digital opportunity: Current and future trends

1. Web 1.0 > 3.02. Augmented & Virtual Reality3. The Mobile Web

The mobile web

Location, Location, Location

The social web goes mobile

Third Spaces

The Culture of Now

1. Web 1.0 > 3.02. Augmented & Virtual Reality3. The Mobile Web4. The Culture of Now

The Culture of Now

Bid taping Seckilling music?

The digital opportunity: Current and future trends

1. Web 1.0 > 3.02. Augmented & Virtual Reality3. The Mobile Web4. The Culture of Now5. Social Content

From direct to personalised marketing

David Wilcox, The Social Reporter

Public is the new default

“People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people. That social norm is just something that has evolved over time.

Public is the new default

Mark Zuckerberg, Facebook Founder

Your customers on social media

Return on investment (direct marketing)

Customer interaction

End sale Digital activity

Metrics: Website traffic from social platforms On site conversion from social marketing Size of network (fans, followers, friends)

Return on engagement (relationship marketing)

interactionReduced cost/Increased sale Conversation

Metrics: Website traffic from social platforms Quality of network (relevancy and influence)

Volume and percentage of network interaction

Sentiment analysis

Social Mention

We can haz an iPad strategy?

Alice in Wonderland

The rise in social gaming

Farmville: Population 80 Million

World of Warcraft:

Population: 11 Million

Two Screen TV#EmbarrassingBodies

Alternative Reality Games

Dark Knight Viral

Signal to noise ratio

Tastemakers

Navigating the data overload

Tastemakers Gatekeepers

Navigating the data overload

Tastemakers Gatekeepers Curators

Navigating the data overload

Career opportunities

Tastemakers Gatekeepers Curators

Career opportunities

Jeremiah Oywang,

Social Media Strategist,

Altimeter

Career opportunities

Susan Hallam,

Search Engine Marketing,

Hallam Internet

Career opportunities

Pete Cashmore, Blogger/Start-up Entrepreneur

Mashable

Thank you

Susi O’Neill, Digital Consultantwww.digitalconsultant.co.ukTwitter @susioneillLinkedIn/Facebook @susioneill

email: susi@digitalconsultant.co.uk