IDG Next Generation Marketing - Keynote (Seoul Korea)

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Information about IDG Next Generation Marketing - Keynote (Seoul Korea)
Business & Mgmt

Published on November 19, 2008

Author: mattanium



This is the keynote presentation that I gave at the IDG Next Generation Marketing conference in Seoul Korea on November 19, 2008.

The future of marketing. Global digital marketing trends. Matt Dickman//Fleishman-Hillard//IDG Next Generation Marketing 2008//November 19, 2008


About me.

What is the future of marketing?

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 2.0


The roadmap changed.

The language changed.

<html> <head> <title>The web changed things.</title> </head> <body> Hello World! </body> </html>

The pace changed.

Choice is growing exponentially.

Bright Shiny Object Syndrome

Marketers are at a crossroads.

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.

And shout.

Sometimes that works.

Emotion is key to marketing.

Advertising is better at emotion.

It just doesn’t work in a vacuum.


PR Advertising


PR Advertising

PR Advertising Interactive

PR Interactive

Advertising Interactive



PR Advertising

PR Advertising Interactive


PR Advertising Interactive


Experiences rule.

Storytelling is a must.

Creating and enabling fans.


Location agnostic.


Widgets are portable, brand gateways.

Time agnostic.

We have to listen and adapt.

End of interruption.

The “me” economy.

15 megabytes is the new 15 minutes.

Consumer buzz can be great.

Or really bad.

Hurricane Kohls.

Paul McEnany |

Wal-Mart flog.

Either way, it spreads quickly.

It’s called viral for a reason.

We have to keep our eyes open.

And look below the surface.


Minneapolis bridge collapse.

Bridge collapses - 6:00pm

I hear about it on Twitter a little after 6pm.

The story unfolds.

29 minutes

45 minutes

45 minutes

49 minutes

Mainstream media catches up.

1 hour

Some alert friends.

1 hour 42 minutes

Some ask questions.

3 hours 8 minutes

Some reflect back.

People upload images.

Distributed through widgets.

And through mashups.


Put strategy first.

Adding value should be the goal.

Abbott Diagnostics on Facebook.

How do I get started?


Start a blog, use Twitter, connect on Facebook/LinkedIn.

Questions? Matt Dickman

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