Last week I was down in London at TUC House at the Econsultancy Future of Digital Marketing conference (fodm11). The event looked at what we can expect to see happening in digital marketing over the next year, the year after that, and beyond, as seen by the pioneers of e-commerce and digital marketing.
Split into 3 sections:
This Year: The Art of the Now – Mobile. Community Management. Online Display. The new look of online video.
Next Year: The Art of the Next- Connected TV. Augmented Reality. Next-generation User Experience.
And Beyond: The Art of the Possible – The Internet of things. Virtual Goods. The Future of Online Listening. Online Data. Search. Realtime Marketing Automation. Video.
Some highlights & favourites of mine included…
A keynote presentation on Mobile Apps v. Mobile Web, suggesting that within 3 years there will be no more apps, thanks to code efficiency & improved connectivity allowing us to do what apps do now over the web.
Some really nice stats from Marks & Spencer on the effectiveness of video online, 16% CTR from M&S Video, with 30% uplift in sales conversion with 3x more product views from video traffic.
Expedia talking about moving away from Placed Ads to a “Service is the new advertising” mentality where they provide service related widgets, mobile & desktop tools as a way to add value to a user & raise brand awareness & engagement at the same time. Expedia want a completely open API mentality where their content can go “wherever it needs to be to engage with the customer”. Less than 1% of Expedias business now comes from placed Ads!?
Connected TV will use tablets & smartphones as companion devices to find, play & talk about TV content, like a super remote with social network connectivity, where the programme schedular role starts to fall to the search engine & the peer to peer group recommendation! And you can’t say people don’t watch TV online, Netflix is responsible for 20% of all US fixed line internet traffic so far this year!
There were some really nice examples I’d suggest you take a look at, like the Jove (Journal for Visualised Experiments) website where the scientific community use the web & powerful online video tools to conduct experiments & develop ideas; or the TED talk from John Underkoffler on the Future of UI.
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