[

digital marke-ng ]
Chris&an Bartens, Guest Lecture Electronic Marke&ng, MKTG 6015 University of Sydney

[ myself ]
Digital strategy, web analy&cs, search Tourism Australia, Sydney Tourism Australia, London University of Queensland, Brisbane Space2go.com, Berlin E-LoN.com, Berlin Dive & Travel, Freiburg
[ july 2007 ] [ chris&anbartens.com ]

[ today ]
Digital evolu&on Adop&on Digital universe Consumers Media spend Digital trends Web 2.0 Synthesisers Basic human needs 15 minutes of fame The long tail Marke&ng 2.0
[ july 2007 ]

Useful links NewsleYers & blogs Trends & char&ng Research Ques&ons

Viral marke&ng Indirect branding Social networks Marke&ng 101 Gaming

[ chris&anbartens.com ]

1010110101001010111101001001010101010000101111100101010101 0100101011001010011010010101001110010100100101010010010100 1010010010100111110101010010100100100101001010111010100101 010

[ digital evolu-on ]

[ july 2007 ]

[ chris&anbartens.com ]

[ digital universe 1990 ]

[ july 2007 ]

[ chris&anbartens.com ]

[ digital adop-on ]

Source: Carat
[ july 2007 ] [ chris&anbartens.com ]

[ digital universe today ]

Source: Isobar
[ july 2007 ] [ chris&anbartens.com ]

[ digital universe today ]

Source: Isobar
[ july 2007 ] [ chris&anbartens.com ]

[ online oxygen ]

plus mobile oxygen

Source: Trendwatching
[ july 2007 ] [ chris&anbartens.com ]

[ 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
[ july 2007 ] [ chris&anbartens.com ]

[ mul-tasking ]

Source: Jerey Cole, Surveying the Digital Future

[ july 2007 ] [ chris&anbartens.com ]

[ rewiring brains ]
Neuroscience tells us that

these experiences are literally re-wiring kids brains electronic scan of our brains and compare them to those of our kids brains, we would nd that they use fundamentally dierent neural pathways to process the same informa&on
Source: Harvard Medical School
[ chris&anbartens.com ]

If we were to take an

[ july 2007 ]

[ quick & ruthless ]

The brain works faster It can do ve things at once In a nanosecond it decides

what gets through and what is ruthlessly edited into oblivion

Source: M&C Saatchi

[ july 2007 ] [ chris&anbartens.com ]

[ recall scores collapse ]

% recall one day aNer adver&sing message

Source: NAD / Nielsen

[ july 2007 ] [ chris&anbartens.com ]

[ digital consump-on ]
50% digital by 2007

Source: Carat
[ july 2007 ] [ chris&anbartens.com ]

[ tv vs. internet ]

Source: Jerey Cole, Surveying the Digital Future

[ july 2007 ] [ chris&anbartens.com ]

[ media spend imbalance ]

Source: Jerey Cole, Surveying the Digital Future

[ july 2007 ] [ chris&anbartens.com ]

web 2.0 blogs rss xml wikis social networks tagging mashups youtube myspace ickr apis web 2.0 blogs rss xml wikis social networks tagging mashups youtube myspace ickr apis web 2.0 blogs rss xml wikis social

[ digital trends ]

[ july 2007 ]

[ chris&anbartens.com ]

[ web 2.0 ]

what the ... ?

[ july 2007 ] [ chris&anbartens.com ]

[ video: the machine is us/ing us ]

hYp://www.youtube.com/watch?v=NLlGopyXT_g

[ july 2007 ]

[ chris&anbartens.com ]

[ the evolu-on ]
web 1.0 links groups email brochures directories search
[ july 2007 ]

web 2.0 rss / xml wikis mashups self-organizing syndica&on tagging

PEW: 28% of US Internet users tagged content online

[ chris&anbartens.com ]

[ creators vs. synthesisers ]

web 2.0
100% Consumers search for and nd content 10% Synthesisers nd, adapt, add to and share 1% Creators start groups, create and publish

Source: Isobar
[ july 2007 ] [ chris&anbartens.com ]

[ basic human needs ]

web 2.0

Source: Maslow
[ july 2007 ] [ chris&anbartens.com ]

[ 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 benets from understanding that increasingly, contribu-ng cons-tutes status for crea&ve individuals
Source: Trendwatching
[ july 2007 ] [ chris&anbartens.com ]

[ 15 minutes of fame ]

Source: Jerey Cole, Surveying the Digital Future

[ july 2007 ] [ chris&anbartens.com ]

[ blogshere 2003 2006 ]

exponen-al growth

Source: Technora&
[ july 2007 ] [ chris&anbartens.com ]

[ customer made ]

Source: Trendwatching
[ july 2007 ] [ chris&anbartens.com ]

[ life caching ]

Source: Trendwatching
[ july 2007 ] [ chris&anbartens.com ]

[ the long tail ]

one2many
Volume

one2one
Varia-ons
Source: Chris Anderson
[ july 2007 ] [ chris&anbartens.com ]

[ australian top 10 ]

Source: Hitwise 05/2007

[ july 2007 ] [ chris&anbartens.com ]

web 2.0 blogs rss xml wikis social networks tagging mashups youtube myspace ickr apis web 2.0 blogs rss xml wikis social networks tagging mashups youtube myspace ickr apis web 2.0 blogs rss xml wikis social

[ marke-ng 2.0 ]

[ july 2007 ]

[ chris&anbartens.com ]

[ marke-ng 2.0 ]

Source: Trendwatching

backver-sing, assver-sing and nailver-sing

[ july 2007 ]

[ chris&anbartens.com ]

[ risky viral success ]

funny = ridiculous ?

Source: M&C Saatchi

[ july 2007 ] [ chris&anbartens.com ]

[ got game ]

Source: AOL, ESA

[ july 2007 ] [ chris&anbartens.com ]

[ video: doritos super bowl ad ]

hYp://www.youtube.com/watch?v=kNxgxF-7SfA

[ july 2007 ]

[ chris&anbartens.com ]

[ campaign buzz ]

[ july 2007 ]

[ chris&anbartens.com ]

[ indirect branding ]

viral branding = loss of control ?

Source: Xtract
[ july 2007 ] [ chris&anbartens.com ]

[ music recommenda-ons ]

Source: Hitwise
[ july 2007 ] [ chris&anbartens.com ]

[ mycompanyspace.com ]

[ july 2007 ]

[ chris&anbartens.com ]

[ youtube.com ]

[ july 2007 ]

[ chris&anbartens.com ]

[ wikipedia.com ]

[ july 2007 ]

[ chris&anbartens.com ]

[ schmap.com ]

[ july 2007 ]

[ chris&anbartens.com ]

[ topdeck.co.uk ]

[ july 2007 ]

[ chris&anbartens.com ]

[ ickr.com ]

inuencers & brand advocates

Source: Isobar, Lococitato

[ july 2007 ] [ chris&anbartens.com ]

[ ickr.com ]

Source: Soldierant
[ july 2007 ] [ chris&anbartens.com ]

[ video: microsoX cdragon ]

hYp://www.ted.com/index.php/talks/view/id/129

[ july 2007 ]

[ chris&anbartens.com ]

[ trust online ]

Source: Jerey Cole, Surveying the Digital Future

[ july 2007 ] [ chris&anbartens.com ]

[ reach reali-es ]

australia.com

[ july 2007 ]

[ chris&anbartens.com ]

[ tourism australia ]
Inltrate

Inuence
[ july 2007 ] [ chris&anbartens.com ]

[ quick strategy -ps ]

Start your own community

Write your own company blog

Write your own product reviews Post your companys tv commercials Sorry, not that easy

[ july 2007 ]

[ chris&anbartens.com ]

[ marke-ng 101 ]
Service Support Employees Distribu&on

search

company
Experience Brand

marke&ng

consumer

wom, blogs, emails, reviews, communi&es, social networks, photo sharing, video sharing
Source: Don E. Schultz, Northwestern University
[ july 2007 ] [ chris&anbartens.com ]

.org hYp:// .com www .net .org hYp:// .com www .net .org hYp:// .com www .net .org hYp:// .com www .net .org hYp:// .com www .net .org hYp:// .com www .net .org hYp:// .com www .net .org hYp:// .com www

[ useful links ]

[ july 2007 ]

[ chris&anbartens.com ]

[ newsleZers, blogs ]
hYp://www.emarketer.com/ hYp://www.techcrunch.com/ hYp://www.smartbrief.com/iab/ hYp://www.marke&ngvox.com/ hYp://www.imediaconnec&on.com/ hYp://www.trendwatching.com/ hYp://www.springwise.com/
[ july 2007 ] [ chris&anbartens.com ]

[ newsleZers, blogs ]
hYp://www.lifehacker.com/ hYp://www.useit.com/alertbox/ hYp://weblogs.hitwise.com/ hYp://www.wired.com/ hYp://www.technora&.com/weblog/ hYp://del.icio.us/cbartens/ar&cles/

[ july 2007 ]

[ chris&anbartens.com ]

[ trends, char-ng ]
hYp://www.hitwise.com.au/datacenter hYp://www.google.com/trends hYp://www.google.com/zeitgeist hYp://www.blogpulse.com/ hYp://www.alexa.com/ hYp://www.compete.com/ hYp://www.visualcomplexity.com/vc/
[ july 2007 ] [ chris&anbartens.com ]

[ research ]
hYp://www.etcnewmedia.com/ hYp://www.internetworldstats.com/ hYp://www.doubleclick.com/ hYp://www.digitalcenter.org/ hYp://www.online-publishers.org/ hYp://www.clickz.com/ hYp://www.nngroup.com/
[ july 2007 ] [ chris&anbartens.com ]

[ research ]
hYp://www.jupiterresearch.com/ hYp://www.pewinternet.org hYp://www.atlassolu&ons.com/ins&tute hYp://adlab.microsoN.com/ hYp://searchmarke&ng.yahoo.com/ hYp://adwords.google.com/ hYp://www.googspy.com/
[ july 2007 ] [ chris&anbartens.com ]

[ ques-ons & comments ]

chris&an.bartens@gmail.com www.chris&anbartens.com