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10 things that will change the online landscape in 2012 - and how you can use them to improve your digital marketing.Presentation for Digital Marketing First.
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10 THINGS
Hello! My name is Bart.
This is my daughter Merel.
I’m passionate about coffee.
I’m passionate about coffee.I live and work in Ghent.
I work at digital agency Netlash-bSeen.
@netlash
10 THINGS THAT WILL CHANGE THE ONLINE LANDSCAPE IN 2012
Digital Marketing First, 11/10/2011
Swift and many changes.
10 trends for the coming year
1. Online
Pers Prospect Klant Medewerker Opinion Leader
Bedrijf Overheid Vereniging
STAKEHOLDERS
ORGANISATIES
COMMUNICATIE
STAKEHOLDERS
ORGANISATIES
MASSAMEDIA
STAKEHOLDERS
ORGANISATIES
DIGITAAL
Digital is the new normal. The bulk of
communications will happen online.
STAKEHOLDERS
ORGANISATIES
DIGITAAL
STAKEHOLDERS
ORGANISATIES
MASSAMEDIA
‣ funnel -> parallel
‣ one-way -> multi-directional
‣ control -> bottom-up
Different properties
2. Social
‣ monitoring
‣ data
‣ reactive
‣ integrated
‣ influencers
‣ yourself?
Social
3. Peer2Peer marketing
From broadcast thinking
to network thinking.
4. Local
‣ context!
‣ push vs pull
‣ filter
Local
5. Mobile
At last...
‣ smartphones everywhere
‣ it’s not a phone, it’s a computer
‣ divers ecosystem (iPhone, Android...)
‣ bigger than desktop!
‣ touch
Mobile
Mobile first
Websites: designed for touch devices
and small screens.
Is your website ready?
Remember: SoLoMo.
6. Web
‣ big temptation: apps!
Web vs. Apps
‣ big temptation: apps!
‣ ask the question: content or application?
‣ TCO
‣ accessibility
Web vs. Apps
Responsive.
7. Consumerisation
‣ touch
‣ consumption vs. production
‣ other tablets
iPad
8. Agile
The way of the web.
Launch fast, fail fast.
9. Integrated
‣ website
‣ seo
‣ sea
‣ social
‣ e-mail marketing
Siloes
‣ analytics
‣ press releases
‣ community
‣ affiliate
‣ ...
Technology is not a tool. It’s the raw material. It’s something to mould,
shape, sculpt with.
Playtime’s over.
Technology should be at the heart of your
communication.
But...
10. Strategy
Move from tactics to strategy.
Start with strategy.Think integrated.
Remember 1 thing.
It’s not a tsunami.
Surf’s up!
Conversation
Questions?
