Robert Phillips Future Trends In Digital Deck 2

Future Trends in Digital Marketing Robert Philips, Digital Strategist Burson-Marsteller

Who is in control? “ The power is with the consumer. Consumers are beginning, in a very real sense, to own our brands and participate in their creation. We need to begin to learn to let it go…” - A.G. Lafley, CEO, P&G Company

Dawn of the Dialog Age Eras of Communication Merchant to Customer (pre-1930’s) Mass Marketing (1930-present) Dialog Age (present-?) Depth: Deep Breadth: Narrow Depth: Shallow Breadth: Broad Depth: Deep Breadth: Broad We Are Here Scott Anderson Hewlett-Packard

Way Back Yesterday Now Media Individual Radio TV Newspapers Media Individual TV Remote Internet E-mail Media Individual Search Engines Blogs TIVO Social Networks

21 st Century Economy = The exponential power of Internet influencers : = 20 th Century Economy

Forrester Research and Intelliseek 0 20 40 60 80 100 Text ads on mobile phones Online banner ads Product Placements Ads before movies Search engine ads Brand sponsorships Radio TV Magazine Newspaper Consumer opinions posted online Email I signed up for Brand Web sites Recommendations from consumers Trust Somewhat Trust “completely”

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[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Note strong calls to donate, participate and help raise awareness

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Will the future online environment follow Skittles lead?

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Search engines – modern newspaper front page

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Facebook’s growth has been monumental, but will it last?

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],AP is now including online events in their day books.

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Robert Phillips Future Trends In Digital Deck 2

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Robert Phillips Future Trends In Digital Deck 2