internet trends for marketers
DESCRIPTION
The director's cut version of my presentation from Distilled London meet-up.TRANSCRIPT
WILL CRITCHLOW
Internet Trends for Marketers
WILL CRITCHLOW - @willcritchlow
Let’s look backwards
WILL CRITCHLOW - @willcritchlow
Last year may have been the year of the dot coms, but 2000 is set to be the year of the mobile.
TheLawyer.com, 2000
WILL CRITCHLOW - @willcritchlow
200310 years ago
Check out this 2002 piece by Tim O’Reilly predicting the decade we just had:
http://www.oreillynet.com/network/2002/04/09/future.html
WILL CRITCHLOW - @willcritchlow
We did email on our phones2003: the iconic blackberry was released
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We didn’t Instagram our Angry Birds’ breakfast
Thanks @philnottingham
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We had “broadband”
Source: Ofcom and thinkbroadband.com
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The first version of Skype was released
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but YouTube was still two years away
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202310 years from now
WILL CRITCHLOW - @willcritchlow
We are still doing email on our phone
WILL CRITCHLOW - @willcritchlow
We still use keyboards
Source: DYAC
The DYAC of the future is “damn you Siri”
WILL CRITCHLOW - @willcritchlow
We still read textEasier to scan, more socially acceptable at work, doesn’t require quiet / headphones
Still looks less like work
WILL CRITCHLOW - @willcritchlow
(We are bad enough at reading & walking)
Source: gifsoup
WILL CRITCHLOW - @willcritchlow
We pay for more thingsOften voluntarily (see: Louis CK, NYT’s porous paywall)
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erm
The dumb pipes continue acting dumbMeet Cesar Alierta, CEO Telefonica
Google should pay us for using our network
WILL CRITCHLOW - @willcritchlow
The last mile is no longer the issueThe “middle mile” is – getting fibre to the exchange
Source: TechCrunch
WILL CRITCHLOW - @willcritchlow
No-one watches scheduled TVApart from news, sports, and actual live events
WILL CRITCHLOW - @willcritchlow
Mobile is a big deal but not for the reason you think
Source: Business Insider
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The iPod revolutionised an industry
Source: Business Insider
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The iPhone makes it look slow
Source: Business Insider
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Then came the iPad
Source: Business Insider
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Holy **** Android
Source: Business Insider
WILL CRITCHLOW - @willcritchlow
…and it keeps going
Source: Business Insider
WILL CRITCHLOW - @willcritchlow
We need to look at the PC market to
understand what’s really happening
WILL CRITCHLOW - @willcritchlow
Before I was born, systems I’ve never used ruled the earth
Source: Business Insider
WILL CRITCHLOW - @willcritchlow
When I was young, we saw the rise and fall of Amiga, Atari, Commodore
Source: Business Insider
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Through school, university and early work, it was a two-horse race (being kind to Apple)
Source: Business Insider
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Now: Same old, same old
Source: Business Insider
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Unless you add in iPad and Android
Source: Business Insider
WILL CRITCHLOW - @willcritchlow
If you care about the details check out this chart and this animation (note the log scale)
WILL CRITCHLOW - @willcritchlow
I think the real story is “everywhere”, not “mobile”
Source: cnet
WILL CRITCHLOW - @willcritchlow
Mobile devices get more like PCs
Faster
Better at browsing
Easier to purchase on
PCs get more like mobile devices
Touch
App stores
Instant on
WILL CRITCHLOW - @willcritchlow
The future is here…
WILL CRITCHLOW - @willcritchlow
It’s just not evenly distributed [hat-tip William
Gibson]
Yes, I think I might be advocating studying hipsters
Source: Paste Magazine
WILL CRITCHLOW - @willcritchlow
We use devices interchangeably29% of US adults own a tablet or ereader up from 2% in 2009
Source: Business Insider, image from thed34n
WILL CRITCHLOW - @willcritchlow
We have seamless, sync’ed access everywhereAlready: Dropbox, Evernote, Google Apps / Android, iCloud, Instapaper, Kindle whispersync
WILL CRITCHLOW - @willcritchlow
We buy everywhere
Source: IBM
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We broadcast stuff about ourselvesBut in a more useful way (maybe)
WILL CRITCHLOW - @willcritchlow
We subscribe and follow(Often people, not brands – even when curated by a brand)
WILL CRITCHLOW - @willcritchlow
We need more computer curationTo make sense of the streams (See: priority inbox, FB edgerank)
…or here
Not everything gets here…
Even when we’ve asked for it
WILL CRITCHLOW - @willcritchlow
Show me the strategy
WILL CRITCHLOW - @willcritchlow
WILL CRITCHLOW - @willcritchlow
Read @bfeld on Google’s long game
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“Connected and fast”
Source: chromium.org and theverge
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Amazon
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Your margin is my opportunity
Jeff Bezos
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…periodically Amazon wants to "check in" with its ability to make money. Thus, in 2007, Amazon more than doubled its profit, to $476 million, on a 38% increase in sales to almost $15 billion.
Fortune
WILL CRITCHLOW - @willcritchlow
WILL CRITCHLOW - @willcritchlow
DAU/MAU > 50% - stickiness
See: quora, quora and andrewchen
WILL CRITCHLOW - @willcritchlow
Some strategies I
predict will do well in search
WILL CRITCHLOW - @willcritchlow
Earn (and keep) attention not just shares
Photo by: latzko
WILL CRITCHLOW - @willcritchlow
(Admit it, who shares stuff before reading it?)
Check out: buffer
WILL CRITCHLOW - @willcritchlow
The “LinkedIn” (see also Forbes) “Borrowing” personal authority – these implementations are broken for different reasons atm
See: LinkedIn and Forbes
WILL CRITCHLOW - @willcritchlow
Brands as “real” publishers(See: Red Bull)
Read: Mashable
Pigeons doing
backflips
WILL CRITCHLOW - @willcritchlow
Real world APIs(banks, I’m looking at you)
See: Mashable
WILL CRITCHLOW - @willcritchlow
Bricks and mortar aggressively acquiring startupsThere is real innovation in fashion and e-comm for example (see: brandid)
WILL CRITCHLOW - @willcritchlow
Putting unexpected people in chargeYou should read all these articles about Harper Reed, CTO of Obama for America: The Atlantic, BusinessWeek, Mother Jones, gigaom, Time
Photo: juggernautco
WILL CRITCHLOW - @willcritchlow
Obsessively implementing new stuff firstThere are first-mover advantages to technology shifts such as rel=author
Illustration by: marketingfacts, from crossing the chasm
WILL CRITCHLOW - @willcritchlow
Cross-functional teams outside normal hierarchyRead about the NYT interactive team
Read: The Avalanche at Tunnel Creek
WILL CRITCHLOW - @willcritchlow
Beware! You might be competing with loss-making teamsThe NYT modelled an avalanche!
Read: Modeling an avalanche
WILL CRITCHLOW - @willcritchlow
Summary
WILL CRITCHLOW - @willcritchlow
I think the real story is “everywhere”, not “mobile”
Source: cnet
WILL CRITCHLOW - @willcritchlow
Mobile devices get more like PCs
Faster
Better at browsing
Easier to purchase on
PCs get more like mobile devices
Touch
App stores
Instant on
WILL CRITCHLOW - @willcritchlow
http://www.distilled.net/events/linklove-london
/
…and Searchlove Boston in May:http://www.distilled.net/events/searchlove-boston
/