IDM Diploma in

Digital Marketing

The Future of Digital Marketing: What's New and

What's Next?
- Presented by Mike Berry
WHAT’S NEW? / WHAT’S NEXT?
 TRY TO KEEP UP!

“WHEN YOU ARE THROUGH

CHANGING… YOU ARE
THROUGH.”
BRUCE BARTON
Founder: Batten, Barton, Durstine and
Osborne (BBDO)
7,200 employees in 287 offices in 77 countries
NOTHING LASTS FOREVER...
 Over To You!
What is Digital Marketing?

Interactive marketing via an electronic screen

Using computer technology to promote products or
services

SEO+PPC+Usability+Email+SocialMedia+Affiliates+
+Mobile+Analytics+++

Not a helpful question
Yahoo CEO fired!
To all,
I am very sad to tell you
that I’ve just been fired
over the phone by
Yahoo’s Chairman of the
Board. It has been my
pleasure to work with all
of you and I wish you only
the best going forward.

Carol
Sent from my iPad
 Google Instant + Previews
• RESULTS BEFORE YOU PRESS ‘ENTER’
• SAVES TIME
• MORE IMMEDIATE
• ’SEMANTIC’ SEARCH
Need for Speed: GOOGLE INSTANT
• VIDEO:
http://www.youtube.com/watch?v=qcm0rG8EKXI
 Visual search
No need to
type?
Or translate?
Or think?

VIDEO:
http://www.google.com/
mobile/goggles/#landma
rk
 Social search 1:
DO-YOU “PLUS-ONE” IT?

http://www.youtube.com/watch?v=OAyUNI3_V2c
Social Search 2

• BING ADDS FACEBOOK RECOMMENDATIONS TO

RESULTS

• FIND OUT WHICH SEARCH RESULTS YOUR FRIENDS

LIKE

• SOMETHING BING CAN OFFER WHICH GOOGLE

CAN’T?
 Social Search 2

http://www.facebook.com/Bing?sk=app271_151659734900
All loved-up for real-time search…
THE NEW EU PRIVACY ICON
 The EU Privacy Directive May 2011

USAGE OF COOKIES TO TARGET SPECIFIC AUDIENCES

BASED ON ANONYMOUS PROFILING VIA THEIR
ONLINE BEHAVIOR, E.G. BEHAVIORAL TARGETING
‘DOES NOT INCLUDE COOKIES USED BY A PUBLISHER
OR BRAND WEBSITE TO DELIVER USEFUL
FUNCTIONALITY WITHIN THEIR OWN WEBSITE’
IAB CURRENT INTERPRETATION IS THAT IF A USER
ACCEPTS COOKIES VIA THEIR BROWSER SETTINGS
THEY ARE “OPTING-IN” TO THIRD-PARTY COOKIES.
PRIVACY won’t go away
So look after your data!
It all depends on TRUST
Call in ‘The Hidden Persuaders...’
PRIVACY concerns will grow
At last: Google Chrome OS
 Samsung Chromebook: $28 per month

http://www.pcworld.com/businesscenter/article/227713/does_the_chromebook_hardware_subscription_make_financial
_sense.html#tk.nl_bpx_h_cbstories
Changing everything. Again and again.
iPhone 5: October 7th?
• iOS 5
• Thinner
• Lighter
• High-res
camera
• Holographic
screen
• Works as a
projector

????????
 Over To You!

What is the biggest barrier to growth of digital

marketing in organizations?

Fear of the unknown

Insufficient resources

Senior Management resistance

Skills shortages at all levels
SKYPROSOFT!
SKYPROSOFT!

MICROSOFT BUYS SKYPE FOR $8.5 billion

STEVE BALLMER WAS HAPPY

http://www.youtube.com/watch?v=n3DfpPmD2s8

SAYS IT WILL STILL SUPPORT NON-MICROSOFT

PLATFORMS http://www.dailymotion.com/video/xinecj_microsoft-
announces-skype-acquisition_tech
 Googorola!

Google acquired Motorola Mobility for $12.5

Billion
Motorola was struggling in smartphone
market
Allows Google to leverage Android platform
Samsung, HTC and LG welcome the move...
 Facebook heads for 800million users

Facebook Plans 7 More Acquisitions This Year, Mostly Focused On Design

Facebook wants to complete 20 acquisitions this year, up from 10 the year

prior, corporate development director, Vaughan Smith, tells Bloomberg.

So far, the company has made 13 acquisitions this year, which means it's still
planning on picking up seven more companies is the next four months.

<source: Jay Yarow www.businessinsider.com Aug. 23, 2011 >

 Over To You!

What is the most powerful tech company in the world

today?

Apple

Google

Facebook

Microsoft

Yahoo

RIM
Social Networking post Facebook?

http://www.youtube.com/watch?v=xwnJ5Bl4kLI
Google+ Circles, Hangouts, Sparks

http://www.youtube.com/watch?v=ycHeXVYRb74
 On Google+ Boring? Ignore!

http://www.geekwire.com/2011/google-passiveagressive-ignore-option
Google+ Circles.
Not.
 Stop Press…Sharing the Circles
• http://www.readwriteweb.com/archives/google
_plus_users_can_now_share_their_circles.php

http://www.readwriteweb.com/archives/google_plus_users_can_now_share_their_circles.php

35
IE9: Just browsing...
It’s been a long time, but
there is finally a good
reason to use Internet
Explorer.
<digitaltrends.com>
New JavaScript engine
and hardware
acceleration mean
greatly improved
speed.
<pcmag.com>
An emphatic
improvement
<pcpro.co.uk>
 Email killer?

VIDEO: http://www.youtube.com/watch?v=bdzuFG6q63k
Paywalls working?
 WHAT’S NEW? / WHAT’S NEXT?
LOCATION-BASED SERVICES
FACEBOOK PLACES:
the long-awaited feature that
brings location-based
functionality to the most popular
social network in the world
USE THE SMARTPHONE APP TO...
...SHARE YOUR LOCATION WITH
FRIENDS
...FIND OUT WHERE YOUR FRIENDS
ARE
...DISCOVER PLACES NEAR YOU
...ADD PLACES
...TAG PEOPLE WHO ARE WITH YOU
 WHAT’S NEW? / WHAT’S NEXT?
LOCATION-BASED SERVICES
FACEBOOK PLACES:
the long-awaited feature that
brings location-based
functionality to the most popular
social network in the world
USE THE SMARTPHONE APP TO...
...SHARE YOUR LOCATION WITH
FRIENDS
...FIND OUT WHERE YOUR FRIENDS
ARE
...DISCOVER PLACES NEAR YOU
...ADD PLACES
...TAG PEOPLE WHO ARE WITH YOU CLOSED: August 23 2011
 WHAT’S NEW? / WHAT’S NEXT?
2 COOL THINGS

• VIDEOS
• FlipBoard:
http://www.youtube.com/watch?v=v2vpvEDS00o

• Word Lens:
http://www.youtube.com/watch?v=h2OfQdYrHRs
You never know what you might...
stumble upon

<source: Mashable>
 QR Codes

http://www.commoncraft.com/video/qr-codes
So what about these guys?
How do clients see their agency?
 The future of agencies?

• Increasing integration of Digital into the Marketing Mix

and consolidation of agencies into ‘Communications
Agencies’

• “Yes”: it’s all marketing

• “No”: digital is special/ different

• “Maybe”: OK but give it another 10 years...

 THE NEXT BIG THING?
Quora is a continually-improving
collection of questions and
answers created, edited, and
organized by everyone who uses
it. The most important thing is to
have each question page become
the best possible resource for
someone who wants to know
about the question.
LOOKING AHEAD
 SEEN THIS?
HOW DO YOU CONSTRUCT A SOCIAL MEDIA STRATEGY?

http://whatthefuckismysocialmediastrategy.com
 Just remember: it’s public. Forever!
CHECKLIST BEFORE POSTING ANYTHING – ANYWHERE:
• ASSUME YOUR BOSS READS/SEES EVERYTHING THAT YOU POST

• ASSUME YOUR BIGGEST CLIENT READS/SEES EVERYTHING THAT

YOU POST

• ASSUME YOUR BIGGEST COMPETITOR READS/SEES EVERYTHING

THAT YOU POST

• ASSUME YOUR MUM READS/SEES EVERYTHING THAT YOU POST

• ASSUME YOUR CHILDREN WILL READ/SEE EVERYTHING THAT

YOU POST!!!
 Don’t embrace ‘the future’
just for the sake of it

“The future’s already here, it’s

just unevenly distributed.”
William Gibson,
1999

Source: Blue Latitude/ ISBA

Past and present will always co-exist

The past is still here too – it’s just

so evenly distributed that it
blends into the background
| 53
Remember the ‘old stuff’ still works!
Remember the ‘old stuff’ still works!
Remember the ‘old stuff’ still works!
Remember the ‘old stuff’ still works!
Remember the ‘old stuff’ still works!
Remember the ‘old stuff’ still works!
Remember ‘the old stuff’ still works too!
Remember the ‘old stuff’ still works!
So what has digital marketing added?
More arrows in your marketing quiver

<Photo credit: Flickr: David de Groot>

Not quite finished yet?
Not quite finished yet?
The future: permanent beta
Gerd Leonhard
Learn. Plan. Act.
 Over To You!

What is the biggest skills shortage/ training need in digital

right now?

Search Marketing (SEO+PPC)

Mobile

Social Media

Analytics

Online Media Planning

Digital Creative

Integrated Marketing
STOP PRESS…STOP PRESS…STOP PRESS…

http://blog.slideshare.net/2011/09/27/slideshare-html5/

69
STOP PRESS…STOP PRESS…STOP PRESS…
New Facebook Brand Pages?
http://mashable.com/2011/09/27/facebook-timeline-pages/

70
Just for a change

http://prezi.com

71
Remember ‘likes’ aren’t sales...
 Just because it’s new...

http://www.youtube.com/watch?v=icPT_o2mQuo&feature=feedwll&list=WL
 Big ideas still matter

“It takes a big idea to attract the

attention of consumers and get
them to buy your product. Unless
your advertising contains a big
idea, it will pass like a ship in the
night. I doubt if more than one
campaign in a hundred contains a
big idea.”
David Ogilvy
We all make mistakes
None of us gets it right EVERY time...

http://www.youtube.com/watch?v=yoqh27E6OuU
 Further reading...
- eMarketing eXcellence (D Chaffey and PR Smith)
- Understanding Digital Marketing (D Ryan and C Jones)
- Internet Marketing: Strategy, Implementation
and Practice (Chaffey et al)

•http://www.theidm.com
•http://www.smartinsights.com
•http://www.econsultancy.com
•http://www.mad.co.uk
•http://www.brandrepublic.com
•http://www.nma.co.uk
•http://campaignlive.co.uk
•http://www.marketingprofs.com
•http://www.marketingsherpa.com
•http://www.iabuk.net
•http://figarodigital.co.uk
•http://www.clickz.com
3 things to focus on in Digital

• Mobile
• Social Media
• PRIVACY
The journey continues...
 The journey continues...

“The web, as I envisaged it, we have not seen yet. The

future is still so much bigger than the past...”
Sir Tim Berners-Lee
?
Feedback PLEASE
Good Luck and Let’s Connect!
Mike Berry
uk.linkedin.com/in/mikeberrylinkedin
blogbymikeberry.blogspot.com
twitter.com/mikeberrytweets
Or: add Mike Berry (London) on Google+