USYD Digital Marketing Guest Lecture

1. [ digital marketing ]
Christian Bartens, Guest Lecture
Electronic Marketing, MKTG 6015
University of Sydney

2. [ myself ]
§ Digital strategy, web analytics, search
§ Tourism Australia, Sydney
§ Tourism Australia, London
§ University of Queensland, Brisbane
§ Space2go.com, Berlin
§ E-Loft.com, Berlin
§ Dive & Travel, Freiburg
[ july 2007 ] [ christianbartens.com ]

3. [ today ]
§ Digital evolution
– Adoption
– Digital universe
– Consumers
– Media spend
§ Digital trends
– Web 2.0
– Synthesisers
– Basic human needs
– 15 minutes of fame
– The long tail
§ Marketing 2.0
– Viral marketing
– Indirect branding
– Social networks
– Marketing 101
– Gaming
§ Useful links
– Newsletters & blogs
– Trends & charting
– Research
§ Questions
[ july 2007 ] [ christianbartens.com ]

4. [ digital evolution ]
10101101010010101111010010010101010100001011111001010101010
10010101100101001101001010100111001010010010101001001010010
10010010100111110101010010100100100101001010111010100101010
[ july 2007 ] [ christianbartens.com ]

5. [ digital universe 1990 ]
[ july 2007 ] [ christianbartens.com ]

6. [ digital adoption ]
Source: Carat
[ july 2007 ] [ christianbartens.com ]

7. [ digital universe today ]
[ july 2007 ] [ christianbartens.com ]
Source: Isobar

8. [ digital universe today ]
Source: Isobar
[ july 2007 ] [ christianbartens.com ]

9. [ christianbartens.com ]
[ online oxygen ]
[ july 2007 ]
plus mobile oxygen
Source: Trendwatching

10. [ the digital native ]
§ 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
[ july 2007 ] [ christianbartens.com ]
Source: Mark Prensky, M&C Saatchi

11. [ multitasking ]
[ july 2007 ] [ christianbartens.com ]
Source: Jeffrey Cole, Surveying the Digital Future

12. [ 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 information
[ july 2007 ] [ christianbartens.com ]
Source: Harvard Medical School

13. [ 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
[ july 2007 ] [ christianbartens.com ]
Source: M&C Saatchi

14. [ recall scores collapse ]
[ july 2007 ] [ christianbartens.com ]
Source: NAD / Nielsen
% recall one day after
advertising message

15. [ digital consumption ]
Source: Carat
[ july 2007 ] [ christianbartens.com ]
50% digital by 2007

16. [ tv vs. internet ]
[ july 2007 ] [ christianbartens.com ]
Source: Jeffrey Cole, Surveying the Digital Future

17. [ media spend imbalance ]
[ july 2007 ] [ christianbartens.com ]
Source: Jeffrey Cole, Surveying the Digital Future

18. [ digital trends ]
web 2.0 blogs rss xml wikis social networks tagging mashups youtube
myspace flickr apis web 2.0 blogs rss xml wikis social networks tagging
mashups youtube myspace flickr apis web 2.0 blogs rss xml wikis social
[ july 2007 ] [ christianbartens.com ]

19. [ web 2.0 ]
what the ... ?
[ july 2007 ] [ christianbartens.com ]

20. [ video: the machine is us/ing us ]
[ july 2007 ] [ christianbartens.com ]
http://www.youtube.com/watch?v=NLlGopyXT_g

21. [ the evolution ]
web 1.0
links
groups
email
brochures
directories
search
web 2.0
rss / xml
wikis
mashups
self-organizing
syndication
taggingPEW: “28% of US
Internet users
tagged content
online”
[ july 2007 ] [ christianbartens.com ]

22. 10%
Synthesisers
find, adapt,
add to and
share
[ creators vs. synthesisers ]
100%
Consumers
search for
and find
content
1%
Creators
start groups,
create and
publish
[ july 2007 ] [ christianbartens.com ]
web 2.0
Source: Isobar

23. [ basic human needs ]
Source: Maslow
web 2.0
[ july 2007 ] [ christianbartens.com ]

24. Consumers producing, contributing, adding,
suggesting for non-monetary reasons, leaving
economists (and well-known brands) in shock.
If only they would reap the benefits from
understanding that increasingly, contributing
constitutes status for creative individuals
[ hobbynomics ]
[ july 2007 ] [ christianbartens.com ]
Source: Trendwatching

25. [ 15 minutes of fame ]
[ july 2007 ] [ christianbartens.com ]
Source: Jeffrey Cole, Surveying the Digital Future

26. [ blogshere 2003 – 2006 ]
Source: Technorati
[ july 2007 ] [ christianbartens.com ]
exponential growth

27. [ customer made ]
[ july 2007 ] [ christianbartens.com ]
Source: Trendwatching

28. [ life caching ]
[ july 2007 ] [ christianbartens.com ]
Source: Trendwatching

29. [ christianbartens.com ]
[ the long tail ]Volume
Variations
[ july 2007 ]
Source: Chris Anderson
one2many
one2one

30. [ australian top 10 ]
[ july 2007 ] [ christianbartens.com ]
Source: Hitwise 05/2007

31. [ marketing 2.0 ]
web 2.0 blogs rss xml wikis social networks tagging mashups youtube
myspace flickr apis web 2.0 blogs rss xml wikis social networks tagging
mashups youtube myspace flickr apis web 2.0 blogs rss xml wikis social
[ july 2007 ] [ christianbartens.com ]

32. [ marketing 2.0 ]
backvertising, assvertising and nailvertising
[ july 2007 ] [ christianbartens.com ]
Source: Trendwatching

33. [ risky viral success ]
Source: M&C Saatchi
[ july 2007 ] [ christianbartens.com ]
funny = ridiculous ?

34. [ got game ]
[ july 2007 ] [ christianbartens.com ]
Source: AOL, ESA

35. [ video: doritos super bowl ad ]
[ july 2007 ] [ christianbartens.com ]
http://www.youtube.com/watch?v=kNxgxF-7SfA

36. [ christianbartens.com ]
[ campaign buzz ]
[ july 2007 ]

37. [ christianbartens.com ]
[ indirect branding ]
[ july 2007 ]
Source: Xtract
viral branding = loss of control ?

38. [ christianbartens.com ]
[ music recommendations ]
[ july 2007 ]
Source: Hitwise

39. [ mycompanyspace.com ]
[ july 2007 ] [ christianbartens.com ]

40. [ youtube.com ]
[ christianbartens.com ][ july 2007 ]

41. [ wikipedia.com ]
[ july 2007 ] [ christianbartens.com ]

42. [ schmap.com ]
[ christianbartens.com ][ july 2007 ]

43. [ topdeck.co.uk ]
[ july 2007 ] [ christianbartens.com ]

44. [ flickr.com ]
[ july 2007 ] [ christianbartens.com ]
Source: Isobar, Lococitato
influencers & brand advocates

45. [ flickr.com ]
[ july 2007 ] [ christianbartens.com ]
Source: Soldierant

46. [ video: microsoft cdragon ]
[ july 2007 ] [ christianbartens.com ]
http://www.ted.com/index.php/talks/view/id/129

47. [ trust online ]
[ july 2007 ] [ christianbartens.com ]
Source: Jeffrey Cole, Surveying the Digital Future

48. [ reach realities ]
[ july 2007 ] [ christianbartens.com ]
australia.com

49. [ tourism australia ]
Infiltrate
Influence
[ july 2007 ] [ christianbartens.com ]

50. ?
[ quick strategy tips ]
[ july 2007 ] [ christianbartens.com ]
§ Start your own community
§ Write your own company blog
§ Write your own product reviews
§ Post your company’s tv commercials
§ Sorry, not that easy

51. [ marketing 101 ]
company consumer
Service
Support
Employees
Distribution
Experience
Brand
search
wom, blogs, emails,
reviews, communities,
social networks, photo
sharing, video sharing
[ july 2007 ] [ christianbartens.com ]
marketing
Source: Don E. Schultz, Northwestern University

52. [ useful links ]
.org http:// .com www .net .org http:// .com www .net .org http:// .com
www .net .org http:// .com www .net .org http:// .com www .net .org
http:// .com www .net .org http:// .com www .net .org http:// .com www
[ july 2007 ] [ christianbartens.com ]

53. [ newsletters, blogs ]
§ http://www.emarketer.com/
§ http://www.techcrunch.com/
§ http://www.smartbrief.com/iab/
§ http://www.marketingvox.com/
§ http://www.imediaconnection.com/
§ http://www.trendwatching.com/
§ http://www.springwise.com/
[ july 2007 ] [ christianbartens.com ]

54. [ newsletters, blogs ]
§ http://www.lifehacker.com/
§ http://www.useit.com/alertbox/
§ http://weblogs.hitwise.com/
§ http://www.wired.com/
§ http://www.technorati.com/weblog/
§ http://del.icio.us/cbartens/articles/
[ july 2007 ] [ christianbartens.com ]

55. [ christianbartens.com ]
[ trends, charting ]
§ http://www.hitwise.com.au/datacenter
§ http://www.google.com/trends
§ http://www.google.com/zeitgeist
§ http://www.blogpulse.com/
§ http://www.alexa.com/
§ http://www.compete.com/
§ http://www.visualcomplexity.com/vc/
[ july 2007 ]

56. [ research ]
§ http://www.etcnewmedia.com/
§ http://www.internetworldstats.com/
§ http://www.doubleclick.com/
§ http://www.digitalcenter.org/
§ http://www.online-publishers.org/
§ http://www.clickz.com/
§ http://www.nngroup.com/
[ july 2007 ] [ christianbartens.com ]

57. [ research ]
§ http://www.jupiterresearch.com/
§ http://www.pewinternet.org
§ http://www.atlassolutions.com/institute
§ http://adlab.microsoft.com/
§ http://searchmarketing.yahoo.com/
§ http://adwords.google.com/
§ http://www.googspy.com/
[ july 2007 ] [ christianbartens.com ]

58. ?[ questions & comments ]
christian.bartens@gmail.com
www.christianbartens.com