Digital Predictions, 2010 and Beyond
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A look at digital marketing in the not-too-distant future. From shifting privacy norms, evolving SERPs, the game-ification of everything, social business, and more. Implications and business application included as well.
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Digital Predictions, 2010 and Beyond
- 1. Digital Predictions* For 2010 and Beyond *Guaranteed 100% Wrong or Your Money Back
- 2. About Mullen Digital 200 Experienced, Digitally Focused Professionals Mission: Simplify, Humanize, Monetize Full-Service Digital Practice - Web Presence Strategy : Sites, Destinations, & Technology Platforms Connectivity Planning : Paid and Earned Media Distribution Experience Design : Content Production, Display Performance Management : Analytic and Optimization Programs Interactive Arm of IPG’s Mullen, a Top North American Agency
- 3. About Dan (AKA GoDanDooley) DjDooley
- 4. Privacy – Shifting Norms And Expectations
- 5. What If Your Credit Card Statement Was Available Online?
- 6. Security or Privacy? www.geekologie.com
- 7. What Do People Really Want? www.joyoftech.com
- 8. What Do People Really Expect? http://www.ftc.gov/bcp/workshops/privacyroundtables/
- 9. What Do People Really Expect? http://www.ftc.gov/bcp/workshops/privacyroundtables/
- 10. What Do People Really Expect? http://www.ftc.gov/bcp/workshops/privacyroundtables/
- 11. “ The Form Versus The Forum”
- 13. Our Government Is Taking a Position
- 14. What If Your Credit Card Statement Was Available Online?
- 15. Delineate Security versus Privacy Ask for less data up-front – fill the information gaps on the backend Pay attention to what’s coming from Capital Hill Understand what your counsel’s standing is Separate someone’s persona from their person Never underestimate our ability to name things stupidly (Blippy, REALLY?) Implications Consumers and Congress will provide clarity around expectations and parameters for security and privacy ... As will your lawyers.
- 16. Publicity – Find the Famous for Filtering
- 17. VP- Director, Digital Solutions Over 15 years experience in the digital space Client side and agency leadership roles Lazy Early Adopter Everyone Will Be Famous For... http://weblogs.clarin.com/itinerarte/archives/2009/02/paris_30_warhol_toujours.html
- 18. VP- Director, Digital Solutions Over 15 years experience in the digital space Client side and agency leadership roles Lazy Early Adopter 15 Minutes...
- 19. VP- Director, Digital Solutions Over 15 years experience in the digital space Client side and agency leadership roles Lazy Early Adopter 15 Megs...
- 20. VP- Director, Digital Solutions Over 15 years experience in the digital space Client side and agency leadership roles Lazy Early Adopter Among 15 People...
- 21. VP- Director, Digital Solutions Over 15 years experience in the digital space Client side and agency leadership roles Lazy Early Adopter Social Media Noise Is Deafening Darmano.typepad.com
- 22. VP- Director, Digital Solutions Over 15 years experience in the digital space Client side and agency leadership roles Lazy Early Adopter But With Noise Come Filters http://www.techgadgets.in/images/monster-beats-by-dr-dre-headphones.jpg
- 23. VP- Director, Digital Solutions Over 15 years experience in the digital space Client side and agency leadership roles Lazy Early Adopter But, With Noise Come Filters www.joyoftech.com
- 24. VP- Director, Digital Solutions Over 15 years experience in the digital space Client side and agency leadership roles Lazy Early Adopter But, With Noise Come Filters
- 25. VP- Director, Digital Solutions Over 15 years experience in the digital space Client side and agency leadership roles Lazy Early Adopter Not Everyone “Creates” Content
- 26. VP- Director, Digital Solutions Over 15 years experience in the digital space Client side and agency leadership roles Lazy Early Adopter Content, Aggregation, Curation
- 27. VP- Director, Digital Solutions Over 15 years experience in the digital space Client side and agency leadership roles Lazy Early Adopter Implications Re-asses the assumption that you only need to be in the content creation business – its sexier to be a writer, but Librarians are really more helpful
- 28. SERPs – Welcome to Your New Home Page
- 29. SERP: Search Engine Results Page
- 33. Another View Of Your Home http://searchengineland.com/images/universal-search.gif
- 34. Old Home Page Strategy
- 35. Your New Home Page Strategy
- 36. Here’s One Way to Publicize Your Policy
- 37. SEO + SMO = Amplified Findability http://www.bized.co.uk/images/snowboarder.jpg
- 38. Treat the SERP for your brand or company like your site’s home page Think beyond “listings” – or expand the definition Products - Locations Videos - Tweets/Posts Reviews - Careers Investor Rel. - Loyalty Score each of these click engagements uniquely “ Blend SEO with Social Media Optimization (SMO) Implications The search engines will open up their pay per click (or sponsored) offerings, allowing for more multimedia control but with the expectation that your “stuff” still be relevant.
- 39. EaaS – Everything As A Service
- 41. Is Google a Software Company?
- 42. Is Google a Software Company?
- 43. Is Google a Software Company? Letsogomobile.org
- 44. Google Is an ADVERTISING Company www.takepart.com/news/tag/times-square
- 46. Monetizing Sight
- 49. IT Support to Business Support http://www.vnv.in/gadgets/images/business-man.jpg
- 50. From OPERATING Environments To ENABLING Environments dixonaedm310fall2009.blogspot.com/ Curating
- 51. Think about the unification of devices and services (while everyone else worries about proliferation) Understand Mobile as an advertising platform, but not just for serving “ads” Think of EVERYTHING as a platform and every platform as a potential service Start fostering “meaningful” relationships with IT Implications As everything converges (with marketing platforms driving evolution), there will be more emphasis on true integration: Everything-as-a-Service...
- 52. Social Business: Conversations to Commerce
- 53. Gartner’s Hype Cycle soa.cetis.ac.uk/.../1.3/GartnerHypeCycle.svg.png
- 55. Best Buy Facebook Storefront
- 56. Best Buy Facebook Storefront
- 59. Social Functionality Era www.farmville.com/
- 61. Social Context Era http://www.huffingtonpost.com/social
- 65. Social Commerce (Selling) http://i.zdnet.com/blogs/salesforce-chattergroups.jpg
- 66. “ Atoms are the new Bits” https://magazine.wired.com/
- 67. From Prototype to Production
- 68. Nimbler augments to things like customer service, product development and even sales Customers will bring their Social IDs with them, and expect you to do something with it... (and this data will be more accurate than what you can mine) Don’t assume because you make something today, social cohorts won’t be making it better – and more efficiently – tomorrow (literally, tomorrow) Implications Social Media Platforms will continue to aggressively merge together, providing opportunities to bypass poor or slow-to-change operating systems
- 69. Frequency: Creating Cross-Channel Trust
- 70. Trust In Our Friend’s Opinions Is Declining
- 71. (Or Was It Very High to Begin With?) http://en.wikipedia.org/wiki/File:Ew_be_spoof.jpg
- 72. Difficult To Separate Media, From Friends, From Companies http://www.cnn.com/exchange/blogs/index.html
- 74. (They just need to see things 5 or 6 times) © Mullen
- 75. A New Approach: Frequency + Receptivity © Mullen
- 76. A Need For Unified Attribution Modeling Across Media
- 77. Don’t over react and eliminate WOM/Social marketing; just ensure it is part of a total media mix that can be measured and optimized Map an engagement path across all connectivity points, so frequency enables the user to trust themselves Start unifying your media data points: don’t just bucket into digital, social, traditional Implications A re-evaluation of the emphasis on peers as a strategic center will result in a renewed commitment to frequency targeting – and a unifying measurement tool will emerge.
- 79. Stop Thinking About The “Gamer” http://failblog.org/
- 80. Start Thinking About Participation http://wiifitnessdepot.com/nintendo-wii/family-oriented-gaming/
- 81. Everything Can Be Game-Like
- 82. Everything Can Be Game-Like
- 87. Game-Like Reaction To This Presentation (+ 1 Me)
- 88. Think about adding gaming skills to the core team Expand your rewards from attaining tangible “ objects” to granting status and badges - Add game-like elements to research/surveys Don’t be caught off guard by location-based (and real-time) brand/product additives Crowd-Source the means to justify the ends Implications Gaming logic and models will move well beyond demographics and what we label consoles as consumers become more comfortable expressing themselves with game-like rules systems.
- 89. Information Design: Organizational Beauty
- 90. Remember Things Before “Targetization”
- 91. And Then After? Target.com
- 92. And Then After? Target.com
- 93. This Is the Year It will Happen to Your Data!
- 94. A Visual Renaissance For Statisticians
- 95. You Will Find a Way for Data to Be Designed http://www.informationisbeautiful.net/
- 96. For Statistics to Be Sexy http://www.informationisbeautiful.net/
- 97. To Demand a Better Dashboard simplecomplexity.net
- 98. To Color Code Results Like Roadways http://www.business2.com.au/wp-content/uploads/2009/04/web_trend_map2560x16001.jpg
- 99. And Bring Something Like THIS to Your Boss and Peers simplecomplexity.net
- 100. Instead of This
- 101. Start With Yourself (Mention Map)
- 102. Before We Go: Dan.Dooley@Mullen.com Video Killed The Marketing Star March 24 th , 12-1
- 103. Closing: Platforms Are Power!!!