Dana VanDen Heuvel | The MarketingSavant Group [email protected] | www.marketingsavant.com

Overview & Agenda

            8:00 // Begin Overview of TechnoMarketing Word-of-Mouth Marketing and the Power of CGM 9:30 // Break Mining the Social Media Space for Customer Intelligence Customer Community Online Video & Videoblogging 10:45 // Break Blogs, Podcasts and RSS Emerging TechnoMarketing tools (widgets, Twitter, etc) Putting it to work at in your organization 12:00 // Adjourn

Marketing Into the Future

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

Technological Social/Behavioral Economic/Market Forces

Technology Changes Marketing

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

360



Digital Marketing World

Online Media

eMail eCards eNewsletters

Email

Real Simple Syndication (RSS) Content Partnerships News Community sites

Syndication

Special Interest Portals

Social Computing

Wikis Folksonomy Blogs Chat Rooms/Events

Conversations

Photo Blogs Listservs Blog Search Engines Blog Aggregators Search Engine Optimization Keyword Marketing Message Boards

Search

Text-messaging IM

Web Sites

Viral Content Games & Contests Online Press Rooms Advertising w/RSS Social Bookmarking

Digital

Devices Phones DVR (Tivo) PDAs Game Consoles Manifestos Citizen Action eAlerts Meetups Influencer outreach

eAdvocacy

Digital Radio VBlogs Podcasting Webcasting

Microcasting

Source: Ogilvy 6

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. We’ve provided you with the most accessible and actionable tools in this guide.

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

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?

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 -> IM Cellphones electronic wallets & banks = main method of payment Citizens vote for first time in elections via mobile phones?

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

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 d’etat by SL citizens?

Linden Labs cedes SL to democratically elected virtual govt

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

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.

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

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…

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

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

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

Fragmented Media Environment

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

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

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 -> web applications & services  Social networks as well as content hubs

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”

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???... ;-)

Dana VanDen Heuvel | The MarketingSavant Group [email protected] | www.marketingsavant.com