digital media trends

Christian Bartens, Tourism Australia, March 2007

Digital Media Trends

The last few years


Digital Universe 1990


Digital Adoption


Digital Universe Today


Behaviour Change

More Information Sources + Same Amount Of Time = ?



The next few years


ONLINE OXYGEN


ONLINE OXYGEN

“Roughly 10 years after the first web sites started popping up, 1 billion consumers worldwide

consider online access an absolute necessity, needing it like they

need oxygen.”


24/7 ENTERTAINMENT

The only scarcity is time, and thus attention


Basic Human Needs


EXPERIENCE ECONOMY

We have all we need, now we want experiences

Self-Actualization


LIFE CACHING

Social biography network

Esteem


MOBILE OXYGEN

Turning phones into friend finders

Belonging


GENERATION C(ONTENT)

Your main ‘theme’ for 2007?

AUDIENCE AND PARTICIPANTS

Self-Actualization Esteem


CUSTOMER-MADE

You, Sergey, Larry and Paul

Esteem


Blogshere 2003 - 2006


Campaign Buzz


CUSTOMER-MADE

Millions of viewers for 12 bucks

Esteem


HOBBYNOMICS

“Consumers producing, contributing, adding, suggesting for non-monetary reasons, leaving economists (and well-known brands) in shock.

If only they would reap the benefits from understanding that increasingly, contributing constitutes status for creative individuals”

Esteem


TRYSUMERS

Review before you buy

Esteem Belonging


Music Recommendations Esteem

Belonging


Long Tails Everywhere

Search

Clothing Content

Holidays etc

Volu

me

Variations

Music


Australian Top 20


Consumer Generated Media

1% CREATORS start groups, create and publish content

10% SYNTHESISORS find, adapt, add to and share content

100% CONSUMERS search for, find and

share content

Not everyone will contribute, but the minority who do make

a big difference


Consumer Generated Branding


Social Network Flickr


Self-Organizing Syndication

Web 1.0

Email

Directories

Search

Brochures

Web 2.0

RSS

Tagging

Wikis

Mashups PEW: “28% of US Internet users tagged content

online”



What about travel?


Trust Online

Source: Digital Center, University of Southern California


MySpace & Travel


KLM Commercial


YouTube & Travel


Wikipedia & Travel


Gaming & Travel


Entertainment Category


Females Are Players


Too Young To Play


YOUNIVERSAL BRANDING

Reebok runs to Second Life


SecondLife & BigPond


MARKETING 2.0

Backvertising, assvertising and nailvertising


Thank You


Useful Links

Where does he find this stuff?


Newsletters

•  http://www.emarketer.com/ •  http://www.techcrunch.com/ •  http://www.smartbrief.com/iab/ •  http://www.marketingvox.com/ •  http://www.trendwatching.com/ •  http://www.springwise.com/ •  http://www.useit.com/alertbox/


Trends

•  http://www.hitwise.com.au/datacenter •  http://www.google.com/trends •  http://www.google.com/zeitgeist •  http://www.trendwatching.com/trends •  http://www.springwise.com/ •  http://www.blogpulse.com/ •  http://www.alexa.com/


Research •  http://www.etcnewmedia.com/ •  http://www.internetworldstats.com/ •  http://www.useit.com/alertbox/ •  http://www.doubleclick.com/ •  http://www.digitalcenter.org/ (US) •  http://www.online-publishers.org/ •  http://www.clickz.com/ •  http://www.nngroup.com/ •  http://www.jupiterresearch.com/ •  http://www.pewinternet.org •  http://www.atlassolutions.com/institute

digital media trends

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