Five trends buzzing around WIRED’s office and our Digital Dinner
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Last Wednesday’s Digital Dinner was a huge success as nearly 30 of us chewed over what we were seeking from the new government at Shoreditch House. It was the day the Tory-Lib Dem coalition had been announced and the one thing The Marketing Society’s Digital Network did agree on was that the industry did not need more regulation.
Chaired by our president, P&G’s Roisin Donnelly, attendees included senior marketers from Microsoft, BT, Vodafone, Capital One and the Willis Group. David Rowan, editor of WIRED began conversations with 10 trends and themes that were buzzing around his magazine’s office at the moment. We’re delighted that David will be joining our blog this week as a digital advocate, posting regular monthly blogs. Until then, here is an edited selection of trends from him.
1/ People are underestimating the mobile internet and the extent to which it is changing human behaviour.
2/ Geolocation is extraordinary and it’s just beginning.
3/ Capital is becoming social capital.
4/ Privacy has gone.
5/ Peer to peer business models are challenging incumbents.
Posted: May 17th, 2010 | Author: elen.lewis | Filed under: Digital | Tags: david rowan, digital dinner, marketing society president, marketing society's digital network, P&G, roisin donnelly, wired | 4 Comments »
privacy hasn’t gone – it’s really just about WHO decides what goes where – it’s about control
http://www.danah.org/papers/talks/2010/SXSW2010.html
FX
Good point Faris and thanks for the link. Alan Mitchell, another Marketing Society advocate, has written in the past about customer data being the new oil. He argues that oil was a supremely valuable resource but that extracting, refining and distributing it caused major challenges. In the future I think we’ll see consumers trade their privacy/personal data with companies in exchange for something of value That’s something Martin Hayward (our customer advocate) has written about in a book called Any Colour You Like As Long as It’s Any Colour You Like, published by dunnhumby last year.
It is not a matter of whether mobile internet is an effective means as there are certainly enough success stories to prove this. The technology is evolving quickly as is the understanding of how to communicate and market in the virtual world. The next stage is developing more precise tools and techniques to directly reach the appropriate communities of consumers.
Phill Barufkin is a strategist, planner and researcher who works with businesses to deploy integrated marketing programs.
Phill Barufkin commented:
It is not a matter of whether mobile internet marketing is an effective means as there are certainly enough success stories to prove this. The technology is evolving quickly as is the understanding of how to communicate and market in the virtual world. The next stage is developing more precise tools and techniques to directly reach the appropriate communities of consumers.
Phill Barufkin is a strategist, planner and researcher who works with businesses to deploy integrated marketing programs.