Marketing Technologies

[
marke(ng technology ]
Chris&an Bartens, Guest Lecture Interna&onal Marke&ng, MKTG 6013 University of Sydney
[ myself ]
Digital strategy, web analy&cs, search Tourism Australia, Sydney Tourism Australia, London University of Queensland, Brisbane Space2go.com, Berlin E-LoO.com, Berlin Dive & Travel, Freiburg
[ august 2007 ] [ chris&anbartens.com ]
[ today ]
Marke&ng theory Product, price, place, promo&on Audiences, plaVorms, content Innovators, early adopters, majority, laggards Awareness, interest, desire, ac&on Marke&ng examples Useful links Ques&ons
[ technology aects marke(ng ]
[ technology aects us ]
boring necessary founda&on exci&ng understanding funny boring necessary founda&on exci&ng understanding funny boring necessary founda&on exci&ng understanding funny boring necessary founda&on
[ theory plus examples ]
[ august 2007 ]
[ chris&anbartens.com ]
[ marke(ng mix ]
product
price
mix
place
promo(on
[ august 2007 ]
[ promo(on ]
Promo&on is communica&on Audiences: who are we talking to? PlaVorms: where do we spend our &me? Content: what messages do we respond to? Has technology changed any of this?
[ august 2007 ]
[ communica(on ]
audiences
pla<orms
content
[ august 2007 ]
[ the digital na(ve ]

10,000 gaming hours 20,000 TV hours 15,000 Internet hours 200,000 emails and IMs 10,000 cell phones hours All before they are 25
Source: Mark Prensky, M&C Saatchi
[ online oxygen ]
plus mobile oxygen

Source: Trendwatching
[ mul(tasking ]
Source: Jerey Cole, Surveying the Digital Future

[ rewiring brains ]
Neuroscience tells us that
these experiences are literally re-wiring kids brains If we were to take an electronic scan of our brains and compare them to those of our kids brains, we would nd that they use fundamentally dierent neural pathways to process the same informa&on
Source: Harvard Medical School
[ quick & ruthless ]

The brain works faster It can do ve things at once In a nanosecond it decides
what gets through and what is ruthlessly edited into oblivion
Source: M&C Saatchi

[ basic human needs ]

web 2.0
Source: Maslow
[ youtube.com ]
[ august 2007 ]
[ 15 minutes of fame ]

[ twiKer.com ]
[ august 2007 ]
[ communica(on ]
audiences
pla<orms
content
[ august 2007 ]
[ digital universe 1990 ]
[ august 2007 ]
[ digital universe today ]
Source: Isobar
[ digital universe today ]
Source: Isobar
[ immediate response ]
[ august 2007 ]
[ digital consump(on ]
50% digital by 2007
Source: Carat
[ got game ]
Source: AOL, ESA

[ virtual shopfront ]
what if the corner store is not listed in Google?

[ media spend imbalance ]

[ ebay.com.au ]
[ august 2007 ]
[ reach reali(es ]
australia.com taking the brand to where the eyeballs are

[ music recommenda(ons ]
Source: Hitwise
[ ickr.com ]
iden(fy inuencers and advocates

Source: Isobar, Lococitato
[ topdeck.co.uk ]
[ august 2007 ]
[ schmap.com ]
[ august 2007 ]
[ video: doritos super bowl ad ]
hdp://www.youtube.com/watch?v=kNxgxF-7SfA
[ august 2007 ]
[ diusion of innova(ons ]
[ august 2007 ]
[ internet users ]
globally Australia
[ august 2007 ]
[ your customers ]
Over 1 billion internet users S&ll exponen&al growth globally Driven by Europe, South American and Asia United States and Australia nearing satura&on Growth now from older segments
Ages impacts on usability (e.g. font size) Plus growth from infrastructure improvements Speed impacts on content types (e.g. video)
[ your compe((on ]
Over 100 million websites But growth slowing down Con&nuously new compe&tors Recent launch of jobsjobsjobs.com.au Consumer generated content (e.g. blogs) Increasing compe((on for aKen(on More and more op&ons But same amount of &me
[ communica(on ]
audiences
pla<orms
content
[ august 2007 ]
[ recall scores collapse ]

% recall one day aOer adver&sing message
Source: NAD / Nielsen

[ subservientchicken.com ]
Source: M&C Saatchi

[ risky viral success ]

funny or ridiculous?
Source: M&C Saatchi

[ hobbynomics ]
Consumers producing, contribu&ng, adding, sugges&ng for non-monetary reasons, leaving economists (and well-known brands) in shock. If only they would reap the benets from understanding that increasingly, contribu(ng cons(tutes status for crea&ve individuals
[ wikipedia.com ]
[ august 2007 ]
[ maps.google.com.au ]
[ august 2007 ]
[ web 2.0 ]
what the ... ?

[ video: the machine is us/ing us ]
hdp://www.youtube.com/watch?v=NLlGopyXT_g
[ august 2007 ]
[ the evolu(on ]
web 1.0
html my soVware my content no sharing groups no interac(on search engines directories limited reach total control
web 2.0
xml / rss public soVware user content syndica(on wikis social media self-organizing user tagging increased reach reduced control
sta(c
[ august 2007 ]
PEW: 28% of US Internet users tagged content online
viral
[ blogsphere 2003 2006 ]

exponen(al growth
Source: Technora&
[ fat head vs. long tail ]

one2many
Volume
one2one
Varia(ons
Source: Chris Anderson
[ jpgmag.com ]
[ age of the synthesisers ]

web 2.0
100% Consumers search for and nd content 10% Synthesisers nd, adapt, add to and share 1% Creators start groups, create and publish
Source: Isobar
web 2.0
[ august 2007 ]
[ social media ]
Source: Business Week

[ virtually irreplaceable ]

[ virtual reality ]
freaks or friends for life?

[ facebook.com ]
[ august 2007 ]
[ trust online ]

[ indirect branding ]
viral branding = loss of control?
Source: Xtract
[ aida(s) ]
old media new media
awareness
interest
desire
ac&on
sa&sfac&on
social media
[ august 2007 ]
[ transparency tyranny ]
threat or opportunity?
[ back to basics ]
service product support employees company experience brand search
promo(on
consumer
wom, blogs, emails, reviews, communi&es, social networks, photo sharing, video sharing
Source: Don E. Schultz, Northwestern University
[ august 2007 ]
[ marke(ng 2.0 ]
backver(sing, assver(sing and nailver(sing
[ august 2007 ]
[ summary ]
The digital landscape has changed Compe&&on is now global Audience is ruthless with short aden&on span New technologies mean opportuni&es Marketers need to re-educate themselves Mobile, web 2.0 and social networking Get back to the basics Create opportuni&es for digital word of mouth Deal with unsa&sed customers
www rss email news blogs trends tools charts research reports www rss email news blogs trends tools charts research reports www rss email news blogs trends tools charts research reports www rss email news
[ useful links ]
[ august 2007 ]
[ newsleKers, blogs ]
hdp://www.emarketer.com/ hdp://www.techcrunch.com/ hdp://www.smartbrief.com/iab/ hdp://www.marke&ngvox.com/ hdp://www.imediaconnec&on.com/ hdp://www.trendwatching.com/ hdp://www.springwise.com/
[ newsleKers, blogs ]
hdp://www.lifehacker.com/ hdp://www.useit.com/alertbox/ hdp://weblogs.hitwise.com/ hdp://www.wired.com/ hdp://www.technora&.com/weblog/ hdp://del.icio.us/cbartens/ar&cles/
[ august 2007 ]
[ trends, char(ng ]
hdp://www.hitwise.com.au/datacenter hdp://www.google.com/trends hdp://www.google.com/zeitgeist hdp://www.blogpulse.com/ hdp://www.alexa.com/ hdp://www.compete.com/ hdp://www.visualcomplexity.com/vc/
[ research ]
hdp://www.etcnewmedia.com/ hdp://www.internetworldstats.com/ hdp://www.doubleclick.com/ hdp://www.digitalcenter.org/ hdp://www.online-publishers.org/ hdp://www.clickz.com/ hdp://www.nngroup.com/
[ research ]
hdp://www.jupiterresearch.com/ hdp://www.pewinternet.org hdp://www.atlassolu&ons.com/ins&tute hdp://adlab.microsoO.com/ hdp://searchmarke&ng.yahoo.com/ hdp://adwords.google.com/ hdp://www.googspy.com/
[ ques(ons ]
chris&an.bartens@gmail.com www.chris&anbartens.com

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Marketing Technologies

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[

[ technology aects marke(ng ]

[ theory plus examples ]

[ the digital na(ve ]

plus mobile oxygen

Source: Jerey Cole, Surveying the Digital Future

[ quick & ruthless ]

what gets through and what is ruthlessly edited into oblivion

Source: M&C Saatchi

[ basic human needs ]

Source: Jerey Cole, Surveying the Digital Future

[ digital universe 1990 ]

[ digital universe today ]

[ digital universe today ]

Source: AOL, ESA

what if the corner store is not listed in Google?

[ media spend imbalance ]

Source: Jerey Cole, Surveying the Digital Future

australia.com taking the brand to where the eyeballs are

iden(fy inuencers and advocates

[ video: doritos super bowl ad ]

[ recall scores collapse ]

Source: NAD / Nielsen

Source: M&C Saatchi

[ risky viral success ]

Source: M&C Saatchi

what the ... ?

[ video: the machine is us/ing us ]

PEW: 28% of US Internet users tagged content online

[ blogsphere 2003 2006 ]

[ fat head vs. long tail ]

[ age of the synthesisers ]

Source: Business Week

Source: Jerey Cole, Surveying the Digital Future

freaks or friends for life?

Source: Jerey Cole, Surveying the Digital Future

viral branding = loss of control?

backver(sing, assver(sing and nailver(sing

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