This is my Industry Hero presentation that I gave to Miami Ad School on 2/1/2010. It describes what I think are the major trends in successful digital marketing for 2010. It's part of a larger presentation that I'm still polishing. Please send your feedback! A video of my presentation (about 1/2 hour long in total) can be found here: http://vimeo.com/9296055 http://vimeo.com/9296127 http://vimeo.com/9296429 http://vimeo.com/9297001 Note: it's broken into four parts for easy viewing.

1. O hai thar

2. Hi, I’m Marci
• I’ve spent the last 10 years working with advertising
agencies, Fortune 500 brands, and start-ups to create
design and strategy for engaging, effective, and elegant
digital experiences.
• I’m currently the Director of Digital Strategy at Publicis,
where I bring digital insights to traditional advertising
teams.
• Connect:
- Web: http://www.marciikeler.com/ - Twitter: @marciikeler
- Email:
marci.ikeler@publicis-usa.com, - AIM: designmartini
marci@designmartini.com

3. Everything is digital,
and digital is different.

4. Digital is fragmented

5. Digital is fragmented

6. Change is fast-paced
100 years 100 years 20 years

7. Communication is bi-directional
People talk, share, and aggregate

8. Communication is bi-directional
People create, remix, and watch

9. Communication is bi-directional
And people do all that for, with, and against brands

10. If you want to work in
advertising, you have to
understand digital.
- this is more true everyday

11. Big in
Trends in Digital Technology and Advertising

12. Keeping up with digital
• How to keep up
with digital: spend
time engaging with
digital technology
and content.
• Some tips:
http://ow.ly/Zs3E

13. Three areas of focus
Sociability - The ways in which brands, companies,
and consumers relate to one another online.
Content - The types of information and data that will
be relevant to consumers online.
Interactivity - The ways in which consumers can
touch, see, feel, and hear digital devices and
interfaces.

14. Part 1: Sociability

15. Sociability:
Introduction
• Social media was a trend for 2005, 6, 7, 8, and 9 - and it’s
not going away in 2010.
• Consumers are embracing social:
- Consumers are acting in an increasingly social manner digitally.
- Social conversations have become related to purchase
decisions both online and off.
- This will continue to increase exponentionally.

16. Sociability: Trend #1:
Listening and engagement
“You can’t buy attention anymore. Having
a huge budget doesn’t mean anything in
social media…The old media paradigm
was PAY to play. Now you get back what
you authentically put in. You’ve got to
be willing to PLAY to play.”
- Alex Bogusky

17. Sociability: Trend #1:
Listening and engagement
• Digital media is frequently the first point of contact for
consumers and brands.
- Consumers research and talk about brands heavily online. And
not just for big purchases.
- 69% of connected consumers have provided feedback to a
brand online.
- This effect is called digital primacy.

18. Sociability: Trend #1:
Listening and engagement
• Every company needs to be aware of what its consumers
are saying online.
• Listening allows brands to predict and understand shifts in
sentiment, problems, and opportunities.
• Areas to focus: conversation volume, sentiment,
influencers, and trends.
• Closed communities are another valuable tool to create an
ongoing consumer focus group.

19. Sociability: Trend #1:
Listening and engagement
When the existence of Dell’s new
Mini 9 laptop was inadvertently
leaked, Dell had an opportunity to
monitor the pre-launch buzz and
strategically correct
misinformation.
“The intelligence we’ve gathered
through social media monitoring
has been invaluable. We’re more
plugged into the online
conversation than ever before.
That’s community building at its
best.” - Geoff Knox, Supervisor,
Dell’s Community Team

20. Sociability: Trend #1:
Listening and engagement
• Most brands can benefit from engaging directly with these
conversations in a natural and honest way.
• Digital engagement matters:
Has an online experience ever Has that experience influenced Have you ever made your first
changed your opinion (positively or whether or not you purchased a purchase from a brand because of a
negatively) about a brand? product or service from the brand? digital experience?
Source: Razorfish FEED Report

21. Sociability: Trend #1:
Listening and engagement

22. Sociability: Trend #1:
Listening and engagement
Aflac (an insurance company) used their mascot
to reach an engaged community, driving
awareness of Aflac's products, sponsorships, and
philanthrophy.
Within one month of launching, the Aflac Duck's
Facebook page was receiving more interaction
per fan than Ashton Kutcher, Miley Cyrus, and the
top 10 product pages on Facebook. In four
months, the Aflac Duck's page attracted over
137,000 fans and increased consumer
understanding of Aflac, its products, and its
philanthropic efforts.

23. Sociability: Trend #1:
Listening and engagement
Key takeaways
• Conversations are happening online. Brands
do not have a choice about this.
• Failing to listen is a major missed
opportunity, and will cause problems in the
event of a crisis.
• The only choice a brand has is whether or
not to participate in the conversation.

24. Sociability: Trend #2:
Influencers and word of mouth
“You can’t just say it. You have to get
people to say it to each other.”
- James Farley, CMO Ford

25. Sociability: Trend #2:
Influencers and word of mouth

26. Sociability: Trend #2:
Influencers and word of mouth
• Not everyone has the same
influence.
• Social influencer strategies
must first identify the most
connected influencers in
their space.

27. Sociability: Trend #2:
Influencers and word of mouth
By giving away 100 Ford
Fiestas to influential bloggers,
37% of Generation Y were
aware of the Ford Fiesta
before its launch in the United
States.
Now, 25% of Ford’s
marketing spend has been
shifted to digital/social media
initiatives.

28. Sociability: Trend #2:
Influencers and word of mouth
Key takeaways
• To create a succesful influencer marketing
program, you have to understand who the
influencers are and how to reach them.
• Influencers will only work for you if you treat
them with respect.

29. Part 2: Content

30. Content:
Introduction
Information is cheap, attention is expensive
We now spend 9.5 hours out of every day
consuming media, more than any other activity.
With continually increasing information – and no
increase in the number of hours in a day – our
attention becomes rarer and more valuable.
Where does advertising fit in? Information
Hours in the Day
Hours Consuming Media

31. Content: Trend #3:
Micro engagements
“Time and attention
are rare commodities
in modern life.
Spending time with
someone is a
valuable signal that
you care.”
- danah boyd

32. Content: Trend #3:
Micro engagements
• As our attention is increasingly fragmented, the most
successful advertising strategies involve micro
engagements - engagements that are both small and
fast. This applies to both interaction and content.

33. Content: Trend #3:
Micro engagements
Micro interactions
Sites like Facebook, Digg, and
Buzzfeed (pictured) ask users to
quickly tag posts by their emotional
response. This data is used to better
sort posts and to track what
information is most useful to a
particular audience.

34. Content: Trend #3:
Micro engagements
Micro content
Successful brands
on Facebook and
Twitter post micro
content regularly -
which gets a huge
response from
users and reminds
them of the brand.

35. Content: Trend #3:
Micro engagements

36. Content: Trend #3:
Micro engagements
Key takeaways
• In an attention-starved world,
communication is best kept small and fast.
• Success in micro engagement:
- Context - provide content and interactions that
are relevant to people depending what they’re
already doing. Don’t interrupt flow.
- Agility - take a science lab approach. See what
works through experimentation.

37. Content: Trend #4:
Digital curation
“It’s not information
overload, it’s filter failure.”
- Clay Shirky

38. Content: Trend #4:
Digital curation
• Another way of providing value to users is to curate
content, rather than create it.
• Creating content that wins in a crowded category is
incredibly difficult.
• Recognizing that there is an overabundance of information
available, what if the brand acts as a gatekeeper for a
personalized, refined experience?

39. Content: Trend #4:
Digital curation
Very hard Doable

40. Content: Trend #4:
Digital curation
Taste of Home Videos
The Taste of Home video
library includes not only
professional videos created by
its team, but also hand-picked
user-generated videos.
The results: ToH is now the
number 1 video recipe site on
the web, with minimal cost for
content creation.

41. Content: Trend #4:
Digital curation
Key takeaways
• Instead of advertising, provide value.
• Don’t enter an already crowded content
marketplace.
• Filter content in a way that reinforces the
brand voice, establishing the brand as a
tastemaker.
• Curation does not equal aggregation.

42. Part 3: Interactivity

43. Interactivity:
Introduction

44. Interactivity: Trend #5:
Location based services
“Location based ads are the
future and will lead a revolution
in mobile advertising”
- Eric Schmidt,
Google

45. Interactivity: Trend #5:
Location based services
• GPS integration into mobile devices offers new
opportunities for location-based advertising and in-store
touchpoints.

46. Interactivity: Trend #5:
Location based services
Key takeaways
• GPS and mobile technology gives marketers
an unprecendented opportunity to target
consumers based on context.
• Care must be taken to avoid being perceived
as “spammy” - relevence is key.
• At the moment the best use of this
technology is through opt-in programs.

47. Interactivity: Trend #6:
The internet of things
“The planet is becoming smarter...
intelligence is being infused into the
systems that enable services to be
delivered.” - Samuel J. Palmisano, IBM

48. Interactivity: Trend #6:
The internet of things
• In a similar development, we will
begin to see “smart” objects that
are connected to the internet.
• Implementations have been
novelty so far, but, like
augmented reality, more useful
applications will follow.

49. Interactivity: Trend #6:
The internet of things
In last night’s Grammy awards,
Imogen Heap appeared wearing a
self-created Twitter dress, which
showed messages on Twitter with the
hashtag #twitdress live on her collar.

50. Interactivity: Trend #6:
The internet of things
Key takeaways
• Every part of our world is increasingly
connected.
• Physical computing can drive engagement,
offline and on.
• RFID and augmented reality will allow
everyday objects to be automatically
connected online - plan for it.

51. Interactivity: Trend #6:
The internet of things
• Every part of our world is increasingly connected.
• Physical computing can drive engagement, offline and on.
• RFID and augmented reality will allow everyday objects to
be automatically connected online - plan for it.

52. Questions?