Lincoln ama emerging Media Workshop LOOKING FORWARD

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Lincoln amaemerging Media WorkshopLOOKING
FORWARD

• Dana VanDen Heuvel The MarketingSavant Group
• dana_at_danavan.net www.marketingsavant.com

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Overview Agenda

• 800 // Begin
• Overview of TechnoMarketing
• Word-of-Mouth Marketing and the Power of CGM
• 930 // Break
• Mining the Social Media Space for Customer
  Intelligence
• Customer Community
• Online Video Videoblogging
• 1045 // Break
• Blogs, Podcasts and RSS
• Emerging TechnoMarketing tools (widgets, Twitter,
  etc)
• Putting it to work at in your organization
• 1200 // Adjourn

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Technologicalsocialeconomic
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Marketing Into the Future

• Marketing in the education, corporate, non-profit
  and small business environments is changing in
  ways that were just beginning to grasp.
• The changes we see are taking shape on three
  fronts.

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Technology Changes Marketing

• Social media
• Video
• Widgets gadgets
• Mobile Everything
• Virtual everything
• Universal search
• Web 2.0/3.0/4.0

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360? Digital Marketing World
Online Media
Email
eNewsletters
Real Simple Syndication (RSS)
eCards
eMail
Content Partnerships
News
Community sites
Syndication
Special Interest
Manifestos
Blog Search Engines
Conversations
Influencer outreach
Blog Aggregators
Blogs
Chat Rooms/Events
Portals
Search Engine Optimization
Citizen Action
Photo Blogs
Listservs
Keyword Marketing
eAlerts
Message Boards
Search
Meetups
Social Computing
Text-messaging
Press Rooms w/RSS
Online Advertising
Web Sites
IM
Viral Content
Games Contests
Wikis
eAdvocacy
Folksonomy
Digital Radio
Social Bookmarking
VBlogs
Podcasting
Webcasting
Digital Devices
Phones
DVR (Tivo)
Game Consoles
PDAs
Microcasting
Source Ogilvy
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Marketech 08

• Marketing has not fundamentally changed since the
  creation on the marketing concept and our
  branching out as a child of modern economic
  theory. What has changed is how we, as
  marketers, talk with our customers and the tools,
  techniques and especially the technologies that
  we employ in those conversations.
• This guide is meant to serve as an overview of
  the marketing technologies available to you, the
  seasoned marketer. Weve provided you with the
  most accessible and actionable tools in this
  guide.

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Internet Connectivity

• Dirt cheap, lightening fast always on
  internet
• Computers light, dumb terminals need net
  connection to work
• Most applications web-based for best efficiency

IMG SRC Flickr
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All Digital Devices Will Be Connected Networked

• From your car, radio, phone, fridge... always
  on
• An unconnected digital device will be a strange
  thing
• WiMax connected sunglasses with voice prompts?

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Rise of the Mobile Internet

• Rapid improvements in connectivity screens
• Mobile to be dominant platform for connecting to
  net worldwide
• Japan happened already (mostly surf web through
  phones)
• Voice calls powered by internet SMS/Texts -gt IM
  
• Cellphones electronic wallets banks main
  method of payment
• Citizens vote for first time in elections via
  mobile phones?

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Strides Against Digital Divide

• Developing world joins digital ecosystem via
  mobile phones
• Also become part of economy via cellphone wallet
• Mobile phones cheap broadband ubiquitous
• Illiteracy issues overcome by video audio
  streams
• Creates new areas of collaboration and education

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The Rise of the Virtual Universe

• Virtual worlds like Second life go mainstream
• Come to fore as graphic cards broadband improve
• Potentially a visual alternative to the world
  wide web
• Standards different worlds connect to each other
  seamlessly
• Virtual coup detat by SL citizens?
• Linden Labs cedes SL to democratically elected
  virtual govt

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Information Pollution Overload

• Next big challenge is how to manage masses of
  information
• People will complain about "digital fatigue
  digital noise
• Focus on developing filters aggregators
• Switch-off" holidays regularly prescribed by
  your doctor
• Rise of anti-digital movements urging get back
  to basics
• In response to clutter, a second world wide web
  announced

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Sociosemantics

• The bridge between David Weinberger's
  loosely-joined pieces and Tim Berners-Lee's
  semantic web
• Marketers need to be thinking about how new
  models of consumer discovery will impact the
  media channels of tomorrow, and Last.fm is a
  great place to see one of these models in action
  today.

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Collective Conversations

• Twitter/microblogging
• Less a question of how they can directly apply
  this technology than how they need to understand
  collective conversations
• Some of the most influential people in several
  different verticals are engaged in a dialogue at
  any given time on these platforms
• The media outlets and politicians are starting to
  get it, hopefully other marketers won't be too
  far behind

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The Web Cloud

• People now feel more secure letting third party
  companies hold their trusted data, so they can
  easily share, access, modify and backup their
  data in 'a cloud.' That's where marketer's
  attentions should be in 2008
• Google docs, apps, MS Live, Basecamp, etc

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Micro-communication

• As people have less and less time to read
  full-blown news articles and blogs, they will
  resort to communicating in as few words as
  possible.
• Messages that contain simple headlines and links
  to other resources will skyrocket in 2008 and
  beyond.
• Marketers have to be aware of this in order to
  sync their corporate messaging down to a level
  where people can understand, react and make
  decisions faster than long essays

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More Googles Facebooks

• Google Facebook finally get good competition
• Microsoft releases OS code and goes open source
• MS makes revenue by selling advertising giving
  support
• Advertising is main bus. model (connecting
  sellers buyers)
• Facebook becomes a virtual OS/desktop, with MS
  influence

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Media Distribution Production

• All media eventually delivered via internet
• Hardly any specialist print, tv, radio media
  companies left
• All fully converged, broadcasting publishing
  via the net
• Media on many digital platforms

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Fragmented Media Environment

• Non-media players become de facto media companies
• Media world filled with new competitors
• Cellphone operators, handset makers -gt media
  companies
• Vodacom stop aggregating, start producing own
  content
• Operators already big media companies (Voda 1,4m
  users)
• Battle between media cellphone companies looming

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Now Everyone is a Media Player

• Barrier to entry drops even more dramatically
• Rise of the reader and the consumer
• Readers publishers, broadcasters competitors
  collaborators
• Small, converged media challenge media
  conglomerates

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Role of Media Changes

• Also content aggregators, facilitators
• Business model capture audience via all means
• Media companies look to own channels deals for
  own phones?
• Content portals -gt web applications services
• Social networks as well as content hubs

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Is This The End Of Print?

• Books, newspapers magazines...
• Read on flexible digital boards, always connected
  
• Websites digital newspapers become same thing
• Newspapers smaller niched, but not extinct
• Newspapers become expensive, luxury items
• A lifestyle item buying an experience, part of
  offtime

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Other Trends For Now The Future

• Semantic web entrenched
• Artificial intelligence
• Attention economy in full swing
• Sophisticated personalisation of content
• Location-based/mapping services common mobile
• Web 14.0???... -)

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Lincoln ama - 2008
SLIDES AVAILABLE WWW.DANAVAN.NET/lincolnama

• Dana VanDen Heuvel The MarketingSavant Group
• dana_at_danavan.net www.marketingsavant.com