Internet trends for marketers

Internet Trends for Marketers

WILL CRITCHLOW

WILL CRITCHLOW - @willcritchlow

Let’s look
backwards


Last year may have been the year of the dot
coms, but 2000 is set to be the year of the
mobile.

TheLawyer.com, 2000


2003
10 years ago
Check out this 2002 piece by Tim O’Reilly predicting the decade we just had:
http://www.oreillynet.com/network/2002/04/09/future.html


We did email on our phones
2003: the iconic blackberry was released


We didn’t Instagram our Angry Birds’ breakfast

Thanks @philnottingham


We had “broadband”

Source: Ofcom and thinkbroadband.com


The first version of Skype was released


but YouTube was still two years away


2023
10 years from now


We are still doing email on our phone


We still use keyboards
The DYAC of the future is “damn you Siri”

Source: DYAC


We still read text
Easier to scan, more socially acceptable at work, doesn’t require quiet / headphones

Still looks less like
work


(We are bad enough at reading & walking)

Source: gifsoup


We pay for more things
Often voluntarily (see: Louis CK, NYT’s porous paywall)


The dumb pipes continue acting dumb
Meet Cesar Alierta, CEO Telefonica

Google should pay us for using our
network

erm


The last mile is no longer the issue
The “middle mile” is – getting fibre to the exchange

Source:TechCrunch


No-one watches scheduled TV
Apart from news, sports, and actual live events


Mobile is a big deal but not for the reason you think

Source: Business Insider


The iPod revolutionised an industry



The iPhone makes it look slow



Then came the iPad



Holy **** Android



…and it keeps going



We need to look at
the PC market to
understand what’s
really happening


Before I was born, systems I’ve never used
ruled the earth



When I was young, we saw the rise and fall of
Amiga, Atari, Commodore



Through school, university and early work, it
was a two-horse race (being kind to Apple)



Now: Same old, same old



Unless you add in iPad and Android



If you care about the details check out this
chart and this animation (note the log scale)


I think the real story is “everywhere”, not “mobile”

Source: cnet


Mobile devices get PCs get more like
more like PCs mobile devices
Faster Touch

Better at browsing App stores

Easier to purchase on Instant on


The future is
here…


It’s just not evenly distributed [hat-tip William Gibson]

Yes, I think I might be advocating studying hipsters

Source: Paste Magazine


We use devices interchangeably
29% of US adults own a tablet or ereader up from 2% in 2009

Source: Business Insider, image from thed34n


We have seamless, sync’ed access everywhere
Already: Dropbox, Evernote, Google Apps / Android, iCloud, Instapaper, Kindle whispersync


We buy everywhere

Source: IBM


We broadcast stuff about ourselves
But in a more useful way (maybe)


We subscribe and follow
(Often people, not brands – even when curated by a brand)


We need more computer curation
To make sense of the streams (See: priority inbox, FB edgerank)

Not everything gets here…

…or here

Even when we’ve asked for
it


Show me the
strategy


Google


Read @bfeld on Google’s long game


“Connected and fast”

Source: chromium.org and theverge


Amazon


Your margin is my opportunity

Jeff Bezos


…periodically Amazon wants to "check in"
with its ability to make money. Thus, in 2007,
Amazon more than doubled its profit, to
$476 million, on a 38% increase in sales to
almost $15 billion.
Fortune


Facebook


DAU/MAU > 50% - stickiness

See: quora, quora and andrewchen


Some strategies I
predict will do
well in search


Earn (and keep) attention not just shares

Photo by: latzko


(Admit it, who shares stuff before reading it?)

Check out: buffer


The “LinkedIn” (see also Forbes) “Borrowing”
personal authority – these implementations are broken for different reasons atm

See: LinkedIn and Forbes


Brands as “real” publishers
(See: Red Bull)

Read: Mashable


Real world APIs
(banks, I’m looking at you)

See: Mashable


Bricks and mortar aggressively acquiring startups
There is real innovation in fashion and e-comm for example (see: brandid)


Putting unexpected people in charge
You should read all these articles about Harper Reed, CTO of Obama for America: The Atlantic, BusinessWeek, Mother Jones, gigaom, Time

Photo: juggernautco


Obsessively implementing new stuff first
There are first-mover advantages to technology shifts such as rel=author

Illustration by: marketingfacts, from crossing the chasm


Cross-functional teams outside normal hierarchy
Read about the NYT interactive team

Read: The Avalanche at Tunnel Creek


Beware! You might be competing with loss-making teams
The NYT modelled an avalanche!

Read: Modeling an avalanche


Summary


http://www.distilled.net/events/linklove-london/

…and Searchlove Boston in May:
http://www.distilled.net/events/searchlove-boston/

Internet trends for marketers

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