This is my Industry Hero presentation that I gave to Miami Ad School on 2/1/2010. It describes what I think are the major trends in successful digital marketing for 2010. It's part of a larger presentation that I'm still polishing. Please send your feedback!
A video of my presentation (about 1/2 hour long in total) can be found here:
http://vimeo.com/9296055
http://vimeo.com/9296127
http://vimeo.com/9296429
http://vimeo.com/9297001
Note: it's broken into four parts for easy viewing.
2. Hi, I’m Marci
• I’ve spent the last 10 years working with advertising
agencies, Fortune 500 brands, and start-ups to create
design and strategy for engaging, effective, and elegant
digital experiences.
• I’m currently the Director of Digital Strategy at Publicis,
where I bring digital insights to traditional advertising
teams.
• Connect:
- Web: http://www.marciikeler.com/ - Twitter: @marciikeler
- Email:
marci.ikeler@publicis-usa.com, - AIM: designmartini
marci@designmartini.com
12. Keeping up with digital
• How to keep up
with digital: spend
time engaging with
digital technology
and content.
• Some tips:
http://ow.ly/Zs3E
13. Three areas of focus
Sociability - The ways in which brands, companies,
and consumers relate to one another online.
Content - The types of information and data that will
be relevant to consumers online.
Interactivity - The ways in which consumers can
touch, see, feel, and hear digital devices and
interfaces.
15. Sociability:
Introduction
• Social media was a trend for 2005, 6, 7, 8, and 9 - and it’s
not going away in 2010.
• Consumers are embracing social:
- Consumers are acting in an increasingly social manner digitally.
- Social conversations have become related to purchase
decisions both online and off.
- This will continue to increase exponentionally.
16. Sociability: Trend #1:
Listening and engagement
“You can’t buy attention anymore. Having
a huge budget doesn’t mean anything in
social media…The old media paradigm
was PAY to play. Now you get back what
you authentically put in. You’ve got to
be willing to PLAY to play.”
- Alex Bogusky
17. Sociability: Trend #1:
Listening and engagement
• Digital media is frequently the first point of contact for
consumers and brands.
- Consumers research and talk about brands heavily online. And
not just for big purchases.
- 69% of connected consumers have provided feedback to a
brand online.
- This effect is called digital primacy.
18. Sociability: Trend #1:
Listening and engagement
• Every company needs to be aware of what its consumers
are saying online.
• Listening allows brands to predict and understand shifts in
sentiment, problems, and opportunities.
• Areas to focus: conversation volume, sentiment,
influencers, and trends.
• Closed communities are another valuable tool to create an
ongoing consumer focus group.
19. Sociability: Trend #1:
Listening and engagement
When the existence of Dell’s new
Mini 9 laptop was inadvertently
leaked, Dell had an opportunity to
monitor the pre-launch buzz and
strategically correct
misinformation.
“The intelligence we’ve gathered
through social media monitoring
has been invaluable. We’re more
plugged into the online
conversation than ever before.
That’s community building at its
best.” - Geoff Knox, Supervisor,
Dell’s Community Team
20. Sociability: Trend #1:
Listening and engagement
• Most brands can benefit from engaging directly with these
conversations in a natural and honest way.
• Digital engagement matters:
Has an online experience ever Has that experience influenced Have you ever made your first
changed your opinion (positively or whether or not you purchased a purchase from a brand because of a
negatively) about a brand? product or service from the brand? digital experience?
Source: Razorfish FEED Report
22. Sociability: Trend #1:
Listening and engagement
Aflac (an insurance company) used their mascot
to reach an engaged community, driving
awareness of Aflac's products, sponsorships, and
philanthrophy.
Within one month of launching, the Aflac Duck's
Facebook page was receiving more interaction
per fan than Ashton Kutcher, Miley Cyrus, and the
top 10 product pages on Facebook. In four
months, the Aflac Duck's page attracted over
137,000 fans and increased consumer
understanding of Aflac, its products, and its
philanthropic efforts.
23. Sociability: Trend #1:
Listening and engagement
Key takeaways
• Conversations are happening online. Brands
do not have a choice about this.
• Failing to listen is a major missed
opportunity, and will cause problems in the
event of a crisis.
• The only choice a brand has is whether or
not to participate in the conversation.
24. Sociability: Trend #2:
Influencers and word of mouth
“You can’t just say it. You have to get
people to say it to each other.”
- James Farley, CMO Ford
26. Sociability: Trend #2:
Influencers and word of mouth
• Not everyone has the same
influence.
• Social influencer strategies
must first identify the most
connected influencers in
their space.
27. Sociability: Trend #2:
Influencers and word of mouth
By giving away 100 Ford
Fiestas to influential bloggers,
37% of Generation Y were
aware of the Ford Fiesta
before its launch in the United
States.
Now, 25% of Ford’s
marketing spend has been
shifted to digital/social media
initiatives.
28. Sociability: Trend #2:
Influencers and word of mouth
Key takeaways
• To create a succesful influencer marketing
program, you have to understand who the
influencers are and how to reach them.
• Influencers will only work for you if you treat
them with respect.
30. Content:
Introduction
Information is cheap, attention is expensive
We now spend 9.5 hours out of every day
consuming media, more than any other activity.
With continually increasing information – and no
increase in the number of hours in a day – our
attention becomes rarer and more valuable.
Where does advertising fit in? Information
Hours in the Day
Hours Consuming Media
31. Content: Trend #3:
Micro engagements
“Time and attention
are rare commodities
in modern life.
Spending time with
someone is a
valuable signal that
you care.”
- danah boyd
32. Content: Trend #3:
Micro engagements
• As our attention is increasingly fragmented, the most
successful advertising strategies involve micro
engagements - engagements that are both small and
fast. This applies to both interaction and content.
33. Content: Trend #3:
Micro engagements
Micro interactions
Sites like Facebook, Digg, and
Buzzfeed (pictured) ask users to
quickly tag posts by their emotional
response. This data is used to better
sort posts and to track what
information is most useful to a
particular audience.
34. Content: Trend #3:
Micro engagements
Micro content
Successful brands
on Facebook and
Twitter post micro
content regularly -
which gets a huge
response from
users and reminds
them of the brand.
36. Content: Trend #3:
Micro engagements
Key takeaways
• In an attention-starved world,
communication is best kept small and fast.
• Success in micro engagement:
- Context - provide content and interactions that
are relevant to people depending what they’re
already doing. Don’t interrupt flow.
- Agility - take a science lab approach. See what
works through experimentation.
38. Content: Trend #4:
Digital curation
• Another way of providing value to users is to curate
content, rather than create it.
• Creating content that wins in a crowded category is
incredibly difficult.
• Recognizing that there is an overabundance of information
available, what if the brand acts as a gatekeeper for a
personalized, refined experience?
40. Content: Trend #4:
Digital curation
Taste of Home Videos
The Taste of Home video
library includes not only
professional videos created by
its team, but also hand-picked
user-generated videos.
The results: ToH is now the
number 1 video recipe site on
the web, with minimal cost for
content creation.
41. Content: Trend #4:
Digital curation
Key takeaways
• Instead of advertising, provide value.
• Don’t enter an already crowded content
marketplace.
• Filter content in a way that reinforces the
brand voice, establishing the brand as a
tastemaker.
• Curation does not equal aggregation.
44. Interactivity: Trend #5:
Location based services
“Location based ads are the
future and will lead a revolution
in mobile advertising”
- Eric Schmidt,
Google
45. Interactivity: Trend #5:
Location based services
• GPS integration into mobile devices offers new
opportunities for location-based advertising and in-store
touchpoints.
46. Interactivity: Trend #5:
Location based services
Key takeaways
• GPS and mobile technology gives marketers
an unprecendented opportunity to target
consumers based on context.
• Care must be taken to avoid being perceived
as “spammy” - relevence is key.
• At the moment the best use of this
technology is through opt-in programs.
47. Interactivity: Trend #6:
The internet of things
“The planet is becoming smarter...
intelligence is being infused into the
systems that enable services to be
delivered.” - Samuel J. Palmisano, IBM
48. Interactivity: Trend #6:
The internet of things
• In a similar development, we will
begin to see “smart” objects that
are connected to the internet.
• Implementations have been
novelty so far, but, like
augmented reality, more useful
applications will follow.
49. Interactivity: Trend #6:
The internet of things
In last night’s Grammy awards,
Imogen Heap appeared wearing a
self-created Twitter dress, which
showed messages on Twitter with the
hashtag #twitdress live on her collar.
50. Interactivity: Trend #6:
The internet of things
Key takeaways
• Every part of our world is increasingly
connected.
• Physical computing can drive engagement,
offline and on.
• RFID and augmented reality will allow
everyday objects to be automatically
connected online - plan for it.
51. Interactivity: Trend #6:
The internet of things
• Every part of our world is increasingly connected.
• Physical computing can drive engagement, offline and on.
• RFID and augmented reality will allow everyday objects to
be automatically connected online - plan for it.
We live in a world where all communications - including those that are generally classified as “traditional”, like print and TV - are heavily integrated with and influenced by digital.
As marketers, our approach to digital must be different than classical approaches to broadcast media.
This is because digital is fundamentally different than broadcast media...
First, unlike TV or print, digital is highly fragmented.
This is true from the standpoint of physical devices...
References:
Image source: Help! I borrowed this slide from a deck months ago, and I can’t find the source. It’s not my work - if anyone can identify it, I would be very greatful!
...and it’s even more true for software.
References:
Image source: http://blogs.forrester.com/.a/6a00d8341c50bf53ef0120a7042d43970b-800wi
This fragmentation is even more striking because of the speed at which its changes.
This info graphic shows the channels in which people have gotten their news over time.
For the first 200 years, there are only a handlful of major shifts.
But in the new millenium the shifts are coming much faster.
This means that the old style of advertising, in which you take 6 months to come up with a big idea, doesn’t really work anymore.
References:
Image source: http://www.baekdal.com/articles/management/market-of-information/
But the biggest change is that communication is now bidirectional.
Publishing has been democratized.
This means that consumers can engage with the media at an unprecedented level.
And they are taking advantage of these opportunities.
They talk, share, and aggregate...
References:
Image source: Help! I borrowed this slide from a deck months ago, and I can’t find the source. It’s not my work - if anyone can identify it, I would be very greatful!
They create, remix, and watch...
References:
Image source: Help! I borrowed this slide from a deck months ago, and I can’t find the source. It’s not my work - if anyone can identify it, I would be very greatful!
And do all of this for, with, and against brands.
References:
Image source: Help! I borrowed this slide from a deck months ago, and I can’t find the source. It’s not my work - if anyone can identify it, I would be very greatful!
All these changes show:
[read slide]
Even if you want to direct TV spots, the idea of non-digital creative is obsolete.
So with that in mind, today I am going to summarize some of the top trends in digital communications that will affect marketing and advertising in 2010.
References:
Image source: http://www.dscottmiller.com/wp-content/uploads/2009/12/2010glasses.jpg
One of the most important factors in understanding digital is making an ongoing investment in spending time in the digital space.
That’s something I do a lot of, and I recommend that you do it too.
I won’t go into it today, but I wrote a tutorial on how to do this on my blog, so take a look if you’re curious.
References:
Image source: http://www.geekologie.com/2008/05/geek_flowchart_from_the_new_yo.php
Based on all that time I spend, I’ve identified 3 areas of focus for analyzing these trends.
[discuss 3 areas]
Before we dive in, a few caveats:
Our time is limited so I’ve selected what I think are the 2 most important trends in each area, meaning that they are the most applicable to marketing.
I hope that you’re not sick of hearing about social media, because it is going to continue to be huge.
Consumers are increasingly embracing social technologies - usage of social networks grows exponentially, and, most interestingly, all sorts of products and brands are discussed in social spaces.
This participation has shifted the way that consumers respond to media.
[read quote]
References
Quote: http://www.youtube.com/watch?v=ypmfs3z8esI
Image source: http://www.flickr.com/photos/altus/309451832/sizes/l/
In fact, digital media is frequently the first point of contact for a consumer in their relationship with a brand.
This effect is called digital primacy.
A few years ago the thinking was that people really only used the internet to research big ticket purchses, like a car.
This is no longer the case. Search volume for words like “shampoo” and “tooth paste” are comparable to the volume for car brands.
This means that every company or brand needs to at least be aware of what its consumers are saying about it online.
Not only does this tell you what people think about a brand, but it gives insights onto potential problems and opportunities.
There are a ton of great examples of how companies have used this to their advantage, but one that I think is really interesting is the Dell Inspiron Mini.
In 2008, the existence of the Mini was inadverdently leaked when a tech blogger saw Michael Dell take a prototype out of his laptop bag.
Rather than trying to put a lid on the resulting rumors, Dell monitored the buzz and speculation so that they could better understand what was expected by the community.
They used this information to actually tweak the product, and they managed negativity by strategically responding to misinformation.
References:
Source: http://www.radian6.com/our-customers/dell/
So, while listening to online conversations is critical, it can be equally important to participate in the conversation.
Digital engagement matters - in a recent study conducted by Razorfish, 97% of consumers said that a digital experience affected whether or not they purchased a particular product from a brand.
References:
Data source: Razorfish Feed report, p. 35
However, it takes time for a brand to gain good will with its audience.
The longer a brand waits to join online conversation, the more it will have to offer back to the community before it can promote itself.
References:
Image source: http://www.mpdailyfix.com/2009/06/givetake_ratio.html
One great example of this is the Aflac duck on Facebook.
Aflac is an insurance company - not at all sexy.
However, they use their Facebook page to speak with their community, with amazing results.
The duck receives more interaction per fan than Ashton Kutcher, Miley Cyrus, and the top 10 product pages on Facebook
References:
Case study: http://groundswelldiscussion.com/groundswell/awards2009/detail.php?id=158
Facebook page: http://www.facebook.com/aflacduck
In fact, digital media is frequently the first point of contact for a consumer in their relationship with a brand.
This effect is called digital primacy.
A few years ago the thinking was that people really only used the internet to research big ticket purchses, like a car.
This is no longer the case. Search volume for words like “shampoo” and “tooth paste” are comparable to the volume for car brands.
In broadcast media, messages are blasted to everyone, equally.
References:
Quote: http://www.slideshare.net/ChrisWallaceTSG/social-media-marketing-2853028
Image: Mean Girls
In digital this can be ineffective.
The internet is full of things that are far more interesting than advertising - mainly, kittens and porn.
References
Image source: http://www.mikearauz.com/images/marauz_Id_rather_be_kittens.jpg
To cut through this noise, it can be valuable to identify influencers.
Not just influencers in your audience, but people who will talk to your audience.
Even though everyone has a voice online, some voices are louder than others.
References:
Source: http://darmano.typepad.com/logic_emotion/2006/08/levels_of_influ.html
References:
Case study: http://socialnomics.net/2009/11/12/social-media-roi-examples-video/
Image: http://fiestamovement.com/
The second area of focus is content, which refers to changes and trends in what people consume online
I think everyone here can probably identify with the term “information overload”.
We live in a world in which the amount of information we consume increases exponentially each year.
It seems obvious to point out that this affects how we manage our attention.
We currently spend 9.5 hours a day on average consuming media. We can’t spend any more time without giving up sleep.
Advertising and marketing has to find interesting ways to work within our limited attention spans.
One way to combat this difficulty is to think about engagements with users that are small and fast. I call these micro engagements.
References:
Quote: http://www.zephoria.org/thoughts/archives/2007/12/14/valuing_ineffic.html
Image: http://www.flickr.com/photos/bradyhiob/4198907072/
A micro engagement could be anything. It could be interaction, like the “like” button in Facebook, or content, like a Tweet. Here’s some interesting examples:
The most obvious example of a micro interaction is a “thumbs up” like in Digg and Facebook.
However, micro-interactions can be a bit more sophisticated. Buzzfeed allows users to indicate their reaction to internet memes - LOL, OMG, WTF, etc.
Not only does this information allow them to tailor their content, it also creates data feeds of content that others found interesting. There’s a LOL feed, an Trashy feed, etc.
Other Examples:
http://www.facebook.com/
http://www.digg.com/
References:
Image source: http://buzzfeed.com/
Good Facebook pages are also a good example of micro content. Brand pages, like Ben and Jerry’s, release small pieces of content on a regular basis, which ensures that their brand stays top-of-mind for fans.
References:
Screen shot: http://www.facebook.com/pages/Ben-And-Jerrys-Ice-Cream/42629356031?ref=ts
This principle of small and fast goes beyond just content and interactions.
Barack Obama used micro payments to revolutionize campaign finance. The majority of his campaign contributions were under $200, which was unprecidented.
References:
Image source: http://www.slideshare.net/toscani/obama-fundraising
Further reading:
http://www.barackobama.com/
http://windchimesindia.wordpress.com/2008/11/09/barackobama/
References:
Further reading: http://microgeist.com/2009/03/why-microblogging-really-does-have-value/
Another way that brands can add value is through digital curation.
As Clay Shirky points out, our real problem is not information overload, it’s filter failure.
Brands have an opportunity to become the filter and to “hand pick” the best information.
A lot of brands I work on dream of becoming the leaders in content for their category. For example, a cough medicine brand wants to become the number 1 source of information about cold and flu.
I try to explain to them that, because there is so much information out there in the world, creating new content is not inherently value. Winning in such a crowded space is also incredibly difficult.
However, there is a huge value to filtering existing content in a way that provides value to users.
References:
Further reading: http://microgeist.com/2009/03/why-microblogging-really-does-have-value/
Instead think of the parallel to the art world. A brand has a much better chance of success if it tries to be like the museum - the tastemaker that chooses the best - instead of an artist.
References:
Further reading: http://microgeist.com/2009/03/why-microblogging-really-does-have-value/
References:
References:
Further reading: http://www.businessinsider.com/can-curation-save-media-2009-4
http://www.alistapart.com/articles/content-strategist-as-digital-curator/
http://socialmediatoday.com/SMC/131472
We live in a world in which keyboard and mouse are becoming obsolete.
From the iPhone to the Nintendo Wii, new advances in technology are expanding the ways in which we interact with software.
Advertising must keep up as our relationship with devices evolves.
Location based services use mobile GPS to support targeted marketing based on a person’s current location.
For example, if your cell phone notified you that lattes are half off when you walk into a Starbucks.
References:
Image source: http://senseable.mit.edu/wikicity/rome/images/WikiCityRome-Interface.jpg
Further reading: http://trendplanner.com/2009/07/23/google-latitude-never-make-plans-again/
http://www.socializedpr.com/intro-to-foursquare-brightkite-location-based-social-media/
A real life example is Foursquare. Foursquare is a social, mobile game in which participants “check in” to bars and restaurants. The person who checks into a venue the most frequently is the “mayor” of that establishment.
Many venues are taking advantages of this game to provide special offers to the mayors.
They also can advertise specials when a person checks into a location nearby.
The next big trend in interactivity is the internet of things.
References:
Image source: http://www.flickr.com/photos/aszolty/3299566419/
Quote: http://www.ibm.com/smarterplanet/us/en/events/sustainable_development/12jan2010/
Further reading: http://www.readwriteweb.com/archives/5_companies_building_the_internet_of_things.php
http://www.slideshare.net/inakitxu/tweakfest
We are beginning to see “smart” objects that are connected to the internet.
The classic example from the Jetsons is a refrigerator that keeps track of what is inside and allows you to shop online for groceries based on what you really need.
The arduino platform supports simple networked hardware configuration which has allowed hobbyists and marketers to start building devices with online connectivity.
For example, a friend of mine, Andrew Zolty, created a device for a bakery that automatically tweets whenever a batch of bread comes out of the oven.
There was another cool example if you watched the Grammy’s last night.
References:
Image and source information: http://mashable.com/2010/01/31/grammys-imogen-heap-twitdress/