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The future of marketing.
Global digital marketing trends.



Matt Dickman//Fleishman-Hillard//IDG Next Generation Marketing 2008//November 19, 2008
Welcome.
About me.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
http://www.google.com/search?&q=matt+dickman
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
What is the future of marketing?
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
The foundation for tomorrow is
                    here today.
If you don’t like change,
      you’re going to like
    irrelevance even less.
                  General Eric Shineski,
        Retired Chief of Staff, U.S. Army
“The best idea is boss”
                -CP+B
The world has changed.
1.0
1.0   2.0
IDG Next Generation Marketing - Keynote (Seoul Korea)
3.0
The roadmap changed.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
The language changed.
IDG Next Generation Marketing - Keynote (Seoul Korea)
<html>
<head>
<title>The web changed things.</title>
</head>
<body>
Hello World!
</body>
</html>
IDG Next Generation Marketing - Keynote (Seoul Korea)
The pace changed.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
Choice is growing exponentially.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
Bright Shiny Object Syndrome
IDG Next Generation Marketing - Keynote (Seoul Korea)
Marketers are at a crossroads.
IDG Next Generation Marketing - Keynote (Seoul Korea)
Most agencies were not built
               for dialogue.
Traditional digital is running rampant.
Most marketers on Facebook use it
         as a broadcast platform.
They were created to push.
IDG Next Generation Marketing - Keynote (Seoul Korea)
And shout.
IDG Next Generation Marketing - Keynote (Seoul Korea)
Sometimes that works.
Emotion is key to marketing.
Advertising is better at emotion.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
It just doesn’t work in a vacuum.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
PR
PR


     Advertising
IDG Next Generation Marketing - Keynote (Seoul Korea)
PR
PR



     Advertising
PR



              Advertising

Interactive
PR




     Interactive
Advertising




Interactive
Today.
IDG Next Generation Marketing - Keynote (Seoul Korea)
PR
PR


     Advertising
PR


              Advertising
Interactive
Tomorrow.
PR
   Advertising
Interactive
Marketing
Experiences rule.
Storytelling is a must.
Creating and enabling fans.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
1-to-1.
IDG Next Generation Marketing - Keynote (Seoul Korea)
Location agnostic.
Portable.
IDG Next Generation Marketing - Keynote (Seoul Korea)
Widgets are portable, brand gateways.
IDG Next Generation Marketing - Keynote (Seoul Korea)
Time agnostic.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
We have to listen and adapt.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
End of interruption.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
The “me” economy.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
15 megabytes is the new 15 minutes.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
Consumer buzz can be great.
IDG Next Generation Marketing - Keynote (Seoul Korea)
Or really bad.
Hurricane Kohls.
Paul McEnany | http://heehawmarketing.typepad.com
Wal-Mart flog.
IDG Next Generation Marketing - Keynote (Seoul Korea)
Either way, it spreads quickly.
IDG Next Generation Marketing - Keynote (Seoul Korea)
It’s called viral for a reason.
We have to keep our eyes open.
IDG Next Generation Marketing - Keynote (Seoul Korea)
And look below the surface.
Micromedia.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
Minneapolis bridge collapse.
Bridge collapses - 6:00pm
I hear about it on Twitter
    a little after 6pm.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
The story unfolds.
IDG Next Generation Marketing - Keynote (Seoul Korea)
29 minutes
IDG Next Generation Marketing - Keynote (Seoul Korea)
45 minutes
IDG Next Generation Marketing - Keynote (Seoul Korea)
45 minutes
IDG Next Generation Marketing - Keynote (Seoul Korea)
49 minutes
Mainstream media catches up.
IDG Next Generation Marketing - Keynote (Seoul Korea)
1 hour
Some alert friends.
IDG Next Generation Marketing - Keynote (Seoul Korea)
1 hour 42 minutes
Some ask questions.
IDG Next Generation Marketing - Keynote (Seoul Korea)
3 hours 8 minutes
Some reflect back.
IDG Next Generation Marketing - Keynote (Seoul Korea)
People upload images.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
Distributed through widgets.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
And through mashups.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
Marketing
Put strategy first.
Adding value should be the goal.
Abbott Diagnostics on Facebook.
IDG Next Generation Marketing - Keynote (Seoul Korea)
IDG Next Generation Marketing - Keynote (Seoul Korea)
How do I get started?
JUST DO IT.
IDG Next Generation Marketing - Keynote (Seoul Korea)
Start a blog, use Twitter, connect
    on Facebook/LinkedIn.
Questions?


          Matt Dickman
     mattdickman@gmail.com
http://technomarketer.typepad.com

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