marketing week adelaide, australia - thursday 28th august 2008
DESCRIPTION
Via Media CEO, Anthony Coles, summarising the trends in New Media and new opportunities for accountability in the changing media landscapeTRANSCRIPT
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New Media, Trends
And Accountability
Anthony ColesVia Media CommunicationsThursday 28th August, 2008
Marketing Week 2008The Marketing
RevolutionNew Rules. New Ideas.
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Background - AC
20 yrs in marketing & communicationsLeo Burnett (Brand) Advertising, Hero Communications –
(DM), Starcom – (Media)
15 in digital marketingOnline Sales & Marketing, Empire Ridge, Via Media Group
Industry InvolvementPast-President Australian Marketing Institute (AFAMI, CPM)Past VP Australian Interactive Media Industry AssociationLecturer Digital Media, (AFA, ADMA, MFA, AICD, UTS, etc.)Asia Digital Marketing Association (asiadma.com)
Evangelist, Entrepreneur, AdventurerStrategist
Who*?, what?, where?, when?, why? and how?
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Session Overview
New Media
Trends
Accountability
Revolution
Tomorrow…?
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New Media?
There has always been
“New” Media
If you have a
message...
You need a media!
The media is predicated
by the technology of
the time
MEDIA needs a human
connection to give it
MEANING
ME MEDIA
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MESSAGE – Food, Danger
MEDIA – Wall + Tools (Rock)
Social Media - 1.0B.C.
MEANING – We Are A Community
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MESSAGE – Our Leader is Great
MEANING – Symbology, Context
MEDIA – Man-Made
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EVOLUTION of MEDIA
EVOLUTION of MEANING?
“THE Word”
“OUR Word”
“THEIR Word”
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NEW MEDIA
NEW MESSAGE – SOAP OPERA
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NEW MEANING?NEW
WORLD VIEW
TECHNOLOGY IS KING
SECURITY IN NATIONALISM
CONSUME FOR COMFORT
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NEW TECHNOLOGY
VIDEO
PC
MOBILE
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NEW MEDIA
Floppy
Compact
USB
ACCELERATED CHANGE
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NEW MEDIA
The Internet/ Email
The i-Mac, and
IM (Instant Messenger)
IS THE MESSAGE
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NEW MEDIA..
There will always be
NEW MEDIA!
Technology is secondary• Content• Commerce• Community• Context• Personalisation
Digital media enables
efficient
measurement
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MEDIATRENDS
-2000 0 20001000-1000
SymbologyHeiroglyphics
-3000 3000
ScriptGreco-Roman Alphabet
TextGod is on TV
1500
1950Scree
n
PC19871.01997
2.02007
Man IS God
People connected with natureMan projecting greatness on nature
Man is above nature
Bill Gates is God
Money is God
Google IS Money
Why?
KNOW BEHAVIOURS
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MARKETING TRENDS 1.0
‘the line’
Communications Channels – Traditional Media Model
Reach media
Direct media
Efficiency
Effectiveness
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BRAND TRENDS
IRONY
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MARKETING TRENDS 2.0
‘the line’
Communications Channels - New Media Model
Reach media
Direct media
Efficiency
Effectiveness
the ‘line’is going
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TRENDS - EFFECTIVENESS
Asked - “How Effective is Digital
Media”?
Sourc
e:
Forr
est
er
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TRENDS - INVESTMENT
Asked: “Investment in Digital Media –
5yrs”
Sourc
e:
Forr
est
er
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TRENDS - LOSS
GRIEF
= • DENIAL• ANGER• BARGAINING• SADNESS• ACCEPTANCE
MOVING ON…
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TRENDS - LEARNING
New Skills Needed
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TRENDS – GLOBAL/ LOCAL
We are a part of this - NOW
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TRENDS
New MEANING, through self expression
How are you expressing yourself?
technorati.com
yelp.com
bazaarvoice.comtags
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ACCOUNTABILITY
In NATURE
In SOCIETY
In BUSINESS
In MARKETING…
“50% of my advertising doesn’t work”
YOUR LENS?
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ACCOUNTABILITY
New LENS• the other 50% can be measured
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ACCOUNTABILITY
Data overload
Sourc
e –
e-c
onsu
ltancy
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ACCOUNTABILITY
Digital = Multiple sources for
measurement
DIGITAL MARKETING IS RESEARCH
Campaigns
WebsiteVariable ROI
CreativeOffersMedia
DestinationQual/ Quant
TrafficSpendBuzz
Experience
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ACOUNTABILITY
At every level of the organisation• Board• Management• Operational
Get involved
MORE ON THAT TOMORROW…