The presentation discusses the effects of new and emerging technologies in marketing communication.

1. [
marke(ng
technology
]
Chris&an
Bartens,
Guest
Lecture
Interna&onal
Marke&ng,
MKTG
6013
University
of
Sydney

2. [
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
]

3. [
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
[
august
2007
]
[
chris&anbartens.com
]

4. [
technology
affects
marke(ng
]

5. [
technology
affects
us
]

6. 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
]

7. [
marke(ng
mix
]
product
price
mix
place
promo(on
[
august
2007
]
[
chris&anbartens.com
]

8. [
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
]
[
chris&anbartens.com
]

9. [
communica(on
]
audiences
pla<orms
content
[
august
2007
]
[
chris&anbartens.com
]

10. [
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
[
august
2007
]
[
chris&anbartens.com
]

11. [
online
oxygen
]
plus
mobile
oxygen
Source:
Trendwatching
[
august
2007
]
[
chris&anbartens.com
]

12. [
mul(tasking
]
Source:
Jeffrey
Cole,
Surveying
the
Digital
Future
[
august
2007
]
[
chris&anbartens.com
]

13. [
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
find
that
they
use
fundamentally
different
neural
pathways
to
process
the
same
informa&on
Source:
Harvard
Medical
School
[
august
2007
]
[
chris&anbartens.com
]

14. [
quick
&
ruthless
]
§ The
brain
works
faster
§ It
can
do
five
things
at
once
§ In
a
nanosecond
it
decides
what
gets
through
and
what
is
ruthlessly
edited
into
oblivion
Source:
M&C
Saatchi
[
august
2007
]
[
chris&anbartens.com
]

15. [
basic
human
needs
]
web
2.0
Source:
Maslow
[
august
2007
]
[
chris&anbartens.com
]

16. [
youtube.com
]
[
august
2007
]
[
chris&anbartens.com
]

17. [
15
minutes
of
fame
]
Source:
Jeffrey
Cole,
Surveying
the
Digital
Future
[
august
2007
]
[
chris&anbartens.com
]

18. [
twiKer.com
]
[
august
2007
]
[
chris&anbartens.com
]

19. [
communica(on
]
audiences
pla<orms
content
[
august
2007
]
[
chris&anbartens.com
]

20. [
digital
universe
1990
]
[
august
2007
]
[
chris&anbartens.com
]

21. [
digital
universe
today
]
Source:
Isobar
[
august
2007
]
[
chris&anbartens.com
]

22. [
digital
universe
today
]
Source:
Isobar
[
august
2007
]
[
chris&anbartens.com
]

23. [
immediate
response
]
[
august
2007
]
[
chris&anbartens.com
]

24. [
digital
consump(on
]
50%
digital
by
2007
Source:
Carat
[
august
2007
]
[
chris&anbartens.com
]

25. [
got
game
]
Source:
AOL,
ESA
[
august
2007
]
[
chris&anbartens.com
]

26. [
virtual
shopfront
]
what
if
the
corner
store
is
not
listed
in
Google?
Source:
Jeffrey
Cole,
Surveying
the
Digital
Future
[
august
2007
]
[
chris&anbartens.com
]

27. [
media
spend
imbalance
]
Source:
Jeffrey
Cole,
Surveying
the
Digital
Future
[
august
2007
]
[
chris&anbartens.com
]

28. [
ebay.com.au
]
[
august
2007
]
[
chris&anbartens.com
]

29. [
reach
reali(es
]
australia.com
taking
the
brand
to
where
the
eyeballs
are
[
august
2007
]
[
chris&anbartens.com
]

30. [
music
recommenda(ons
]
Source:
Hitwise
[
august
2007
]
[
chris&anbartens.com
]

31. [
flickr.com
]
iden(fy
influencers
and
advocates
Source:
Isobar,
Lococitato
[
august
2007
]
[
chris&anbartens.com
]

32. [
topdeck.co.uk
]
[
august
2007
]
[
chris&anbartens.com
]

33. [
schmap.com
]
[
august
2007
]
[
chris&anbartens.com
]

34. [
video:
doritos
super
bowl
ad
]
hdp://www.youtube.com/watch?v=kNxgxF-­‐7SfA
[
august
2007
]
[
chris&anbartens.com
]

35. [
diffusion
of
innova(ons
]
[
august
2007
]
[
chris&anbartens.com
]

36. [
internet
users
]
globally
Australia
[
august
2007
]
[
chris&anbartens.com
]

37. [
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)
[
august
2007
]
[
chris&anbartens.com
]

38. [
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
[
august
2007
]
[
chris&anbartens.com
]

39. [
communica(on
]
audiences
pla<orms
content
[
august
2007
]
[
chris&anbartens.com
]

40. [
recall
scores
collapse
]
%
recall
one
day
aOer
adver&sing
message
Source:
NAD
/
Nielsen
[
august
2007
]
[
chris&anbartens.com
]

41. [
subservientchicken.com
]
Source:
M&C
Saatchi
[
august
2007
]
[
chris&anbartens.com
]

42. [
risky
viral
success
]
funny
or
ridiculous?
Source:
M&C
Saatchi
[
august
2007
]
[
chris&anbartens.com
]

43. [
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
benefits
from
understanding
that
increasingly,
contribu(ng
cons(tutes
status
for
crea&ve
individuals
Source:
Trendwatching
[
august
2007
]
[
chris&anbartens.com
]

44. [
wikipedia.com
]
[
august
2007
]
[
chris&anbartens.com
]

45. [
maps.google.com.au
]
[
august
2007
]
[
chris&anbartens.com
]

46. [
web
2.0
]
what
the
...
?
[
august
2007
]
[
chris&anbartens.com
]

47. [
video:
the
machine
is
us/ing
us
]
hdp://www.youtube.com/watch?v=NLlGopyXT_g
[
august
2007
]
[
chris&anbartens.com
]

48. [
the
evolu(on
]
web
1.0
web
2.0
html
xml
/
rss
my
soVware
public
soVware
my
content
user
content
no
sharing
syndica(on
groups
wikis
no
interac(on
social
media
search
engines
self-­‐organizing
directories
user
tagging
limited
reach
increased
reach
PEW:
“28%
of
US
total
control
reduced
control
Internet
users
tagged
content
sta(c
online”
viral
[
august
2007
]
[
chris&anbartens.com
]

49. [
blogsphere
2003
–
2006
]
exponen(al
growth
Source:
Technora&
[
august
2007
]
[
chris&anbartens.com
]

50. [
fat
head
vs.
long
tail
]
one2many
Volume
one2one
Varia(ons
Source:
Chris
Anderson
[
august
2007
]
[
chris&anbartens.com
]

51. [
jpgmag.com
]
Source:
Trendwatching
[
august
2007
]
[
chris&anbartens.com
]

52. [
age
of
the
synthesisers
]
web
2.0
100%
10%
1%
Consumers
Synthesisers
Creators
search
for
find,
adapt,
start
groups,
and
find
add
to
and
create
and
content
share
publish
Source:
Isobar
[
august
2007
]
[
chris&anbartens.com
]

53. web
2.0
[
august
2007
]
[
chris&anbartens.com
]

54. [
social
media
]
Source:
Business
Week
[
august
2007
]
[
chris&anbartens.com
]

55. [
virtually
irreplaceable
]
Source:
Jeffrey
Cole,
Surveying
the
Digital
Future
[
august
2007
]
[
chris&anbartens.com
]

56. [
virtual
reality
]
freaks
or
friends
for
life?
Source:
Jeffrey
Cole,
Surveying
the
Digital
Future
[
august
2007
]
[
chris&anbartens.com
]

57. [
facebook.com
]
[
august
2007
]
[
chris&anbartens.com
]

58. [
trust
online
]
Source:
Jeffrey
Cole,
Surveying
the
Digital
Future
[
august
2007
]
[
chris&anbartens.com
]

59. [
indirect
branding
]
viral
branding
=
loss
of
control?
Source:
Xtract
[
august
2007
]
[
chris&anbartens.com
]

60. [
aida(s)
]
old
media
new
media
awareness
interest
desire
ac&on
sa&sfac&on
social
media
[
august
2007
]
[
chris&anbartens.com
]

61. [
transparency
tyranny
]
threat
or
opportunity?
Source:
Trendwatching
[
august
2007
]
[
chris&anbartens.com
]

62. [
back
to
basics
]
service
search
product
support
employees
company
promo(on
consumer
experience
brand
wom,
blogs,
emails,
reviews,
communi&es,
social
networks,
photo
sharing,
video
sharing
Source:
Don
E.
Schultz,
Northwestern
University
[
august
2007
]
[
chris&anbartens.com
]

63. [
marke(ng
2.0
]
Source:
Trendwatching
backver(sing,
assver(sing
and
nailver(sing
[
august
2007
]
[
chris&anbartens.com
]

64. [
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&sfied
customers

65. 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
]
[
chris&anbartens.com
]

66. [
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/
[
august
2007
]
[
chris&anbartens.com
]

67. [
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
]
[
chris&anbartens.com
]

68. [
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/
[
august
2007
]
[
chris&anbartens.com
]

69. [
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/
[
august
2007
]
[
chris&anbartens.com
]

70. [
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/
[
august
2007
]
[
chris&anbartens.com
]

71. ?
[
ques(ons
]
chris&an.bartens@gmail.com
www.chris&anbartens.com