The presentation illustrates the ever changing and growing media trends in the online/digital world.

1. [
digital
marke-ng
]
Chris&an
Bartens,
Guest
Lecture
Electronic
Marke&ng,
MKTG
6015
University
of
Sydney

2. [
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
]

3. [
today
]
§ Digital
evolu&on
– Viral
marke&ng
– Adop&on
– Indirect
branding
– Digital
universe
– Social
networks
– Consumers
– Marke&ng
101
– Media
spend
– Gaming
§ Digital
trends
§ Useful
links
– Web
2.0
– NewsleYers
&
blogs
– Synthesisers
– Trends
&
char&ng
– Basic
human
needs
– Research
– 15
minutes
of
fame
§ Ques&ons
– The
long
tail
§ Marke&ng
2.0
[
july
2007
]
[
chris&anbartens.com
]

4. 1010110101001010111101001001010101010000101111100101010101
0100101011001010011010010101001110010100100101010010010100
1010010010100111110101010010100100100101001010111010100101
010
[
digital
evolu-on
]
[
july
2007
]
[
chris&anbartens.com
]

5. [
digital
universe
1990
]
[
july
2007
]
[
chris&anbartens.com
]

6. [
digital
adop-on
]
Source:
Carat
[
july
2007
]
[
chris&anbartens.com
]

7. [
digital
universe
today
]
Source:
Isobar
[
july
2007
]
[
chris&anbartens.com
]

8. [
digital
universe
today
]
Source:
Isobar
[
july
2007
]
[
chris&anbartens.com
]

9. [
online
oxygen
]
plus
mobile
oxygen
Source:
Trendwatching
[
july
2007
]
[
chris&anbartens.com
]

10. [
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
]

11. [
mul-tasking
]
Source:
Jeffrey
Cole,
Surveying
the
Digital
Future
[
july
2007
]
[
chris&anbartens.com
]

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
informa&on
Source:
Harvard
Medical
School
[
july
2007
]
[
chris&anbartens.com
]

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
Source:
M&C
Saatchi
[
july
2007
]
[
chris&anbartens.com
]

14. [
recall
scores
collapse
]
%
recall
one
day
aNer
adver&sing
message
Source:
NAD
/
Nielsen
[
july
2007
]
[
chris&anbartens.com
]

15. [
digital
consump-on
]
50%
digital
by
2007
Source:
Carat
[
july
2007
]
[
chris&anbartens.com
]

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

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

18. 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
[
digital
trends
]
[
july
2007
]
[
chris&anbartens.com
]

19. [
web
2.0
]
what
the
...
?
[
july
2007
]
[
chris&anbartens.com
]

20. [
video:
the
machine
is
us/ing
us
]
hYp://www.youtube.com/watch?v=NLlGopyXT_g
[
july
2007
]
[
chris&anbartens.com
]

21. [
the
evolu-on
]
web
1.0
web
2.0
links
rss
/
xml
groups
wikis
email
mashups
brochures
self-­‐organizing
directories
syndica&on
search
PEW:
“28%
of
US
tagging
Internet
users
tagged
content
online”
[
july
2007
]
[
chris&anbartens.com
]

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

23. [
basic
human
needs
]
web
2.0
Source:
Maslow
[
july
2007
]
[
chris&anbartens.com
]

24. [
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
benefits
from
understanding
that
increasingly,
contribu-ng
cons-tutes
status
for
crea&ve
individuals
Source:
Trendwatching
[
july
2007
]
[
chris&anbartens.com
]

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

26. [
blogshere
2003
–
2006
]
exponen-al
growth
Source:
Technora&
[
july
2007
]
[
chris&anbartens.com
]

27. [
customer
made
]
Source:
Trendwatching
[
july
2007
]
[
chris&anbartens.com
]

28. [
life
caching
]
Source:
Trendwatching
[
july
2007
]
[
chris&anbartens.com
]

29. [
the
long
tail
]
one2many
Volume
one2one
Varia-ons
Source:
Chris
Anderson
[
july
2007
]
[
chris&anbartens.com
]

30. [
australian
top
10
]
Source:
Hitwise
05/2007
[
july
2007
]
[
chris&anbartens.com
]

31. 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
[
marke-ng
2.0
]
[
july
2007
]
[
chris&anbartens.com
]

32. [
marke-ng
2.0
]
Source:
Trendwatching
backver-sing,
assver-sing
and
nailver-sing
[
july
2007
]
[
chris&anbartens.com
]

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

34. [
got
game
]
Source:
AOL,
ESA
[
july
2007
]
[
chris&anbartens.com
]

35. [
video:
doritos
super
bowl
ad
]
hYp://www.youtube.com/watch?v=kNxgxF-­‐7SfA
[
july
2007
]
[
chris&anbartens.com
]

36. [
campaign
buzz
]
[
july
2007
]
[
chris&anbartens.com
]

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

38. [
music
recommenda-ons
]
Source:
Hitwise
[
july
2007
]
[
chris&anbartens.com
]

39. [
mycompanyspace.com
]
[
july
2007
]
[
chris&anbartens.com
]

40. [
youtube.com
]
[
july
2007
]
[
chris&anbartens.com
]

41. [
wikipedia.com
]
[
july
2007
]
[
chris&anbartens.com
]

42. [
schmap.com
]
[
july
2007
]
[
chris&anbartens.com
]

43. [
topdeck.co.uk
]
[
july
2007
]
[
chris&anbartens.com
]

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

45. [
flickr.com
]
Source:
Soldierant
[
july
2007
]
[
chris&anbartens.com
]

46. [
video:
microsoX
cdragon
]
hYp://www.ted.com/index.php/talks/view/id/129
[
july
2007
]
[
chris&anbartens.com
]

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

48. [
reach
reali-es
]
australia.com
[
july
2007
]
[
chris&anbartens.com
]

49. [
tourism
australia
]
Infiltrate
Influence
[
july
2007
]
[
chris&anbartens.com
]

50. ?
[
quick
strategy
-ps
]
§ Start
your
own
community
§ Write
your
own
company
blog
§ Write
your
own
product
reviews
§ Post
your
company’s
tv
commercials
§ Sorry,
not
that
easy
[
july
2007
]
[
chris&anbartens.com
]

51. [
marke-ng
101
]
search
Service
Support
Employees
Distribu&on
company
marke&ng
consumer
Experience
Brand
wom,
blogs,
emails,
reviews,
communi&es,
social
networks,
photo
sharing,
video
sharing
Source:
Don
E.
Schultz,
Northwestern
University
[
july
2007
]
[
chris&anbartens.com
]

52. .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
]

53. [
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
]

54. [
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
]

55. [
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
]

56. [
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
]

57. [
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
]

58. ?
[
ques-ons
&
comments
]
chris&an.bartens@gmail.com
www.chris&anbartens.com