How Technology is Changing Marketing

David LevinCEO, United Business Media plc

14 February 2008

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Timeless yet Changing

• All the traditional keys still applicable– Buyer meets Seller– Marketing and Sales– Brand– Response/ ROI/Impact/Reach

• A host of new variables– Converged New Media – young and still rapidly evolving– Fragmentation of old media– Vast increase in amount of information and mis-information available– Audience changing – Global and National, mix of sophisticated and not

• New Behaviours– Audience more demanding– Audience mobile/itinerant– Audience can be fickle– Audience expects to contribute/exert some form of leadership and control

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Reaching audiences in new ways

Which of the following activities relevant to your job or industry have you tried or considered trying?

Source: Forrester Research/ American Business Media October 2007 Base: 878 B2B decision makers

15%

22%

21%

18%

31%

37%

54%

25%

30%

29%

36%

43%

40%

24%

19%

17%

20%

22%

11%

13%

12%

Read and/or posted to a wiki

Visited a social networking site

Use an RSS feed from a news source, Web site, or blog

Listened to a podcast

Read a blog

Attended a Web-based event

Used a mobile/wireless device

Used regularly

Tried

Considered trying

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How Machines Work creates sophisticated virtual environments and state of the art

games that educate and engage the Creators of Technology.

Marketing moves on - the New

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Client: InfineonThink your way out

To engage and challenge engineers within an innovation environment.

Immersive Marketing – viral & compelling

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Client: SUN Temple of the Sun

Developers played this addictive game with an exciting twist. They used Sun Studio software to solve the final game riddle!

Immersive Marketing – Games & Action

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Client: MicrosoftSilverlight Flipbook

To engage and challenge engineers within an innovation environment.

Immersive Marketing – detail and data

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Client: SymantecEndpoint Protection Game

To challenge the audience of InformationWeek with a 3D Video game experience where the player battles viruses.

Immersive – Entertainment & Experiences

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Client: Intel

This animation shows the progression of the concept from idea to reality.

Immersive - Creation

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New Encounters - Virtual Worlds

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Virtual Worlds – one part of the future

• Gartner: “By 2010, 80% of active Internet users will live in virtual worlds …”

• Proliferating platforms (Second Life, HiPiHi (China), There.com, Kaneva, MetaPlace, etc.)

• Emerging standards, opensource (OpenSim)• Large and growing investment by global

companies (IBM, Intel, AMD, Cisco, Alcatel, Microsoft, Sun, etc.), most committed to platform interoperability

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CMP Metaverse

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Life 2.0 Summit

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• Building Design Virtual Careers fair 23rd – 24th January 2008– 1,775 attendees – 23 architectural practices exhibited – Each booth was visited by an average of 420 visitors

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Effective and Real : Face to Face media

• Alongside digital revolution, face to face media (tradeshows) continue to grow (11% H2 2007, in US)

• Personal, face to face contact is central to business• Intangible benefits of real community involvement, peer

group networking, peer recognition • Fantastic economic rationale too

– closely qualified audience– many contacts in one place at same time– travel time & costs minimised

Face to Face builds an Industry

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Creators and Developers

Integrators and Sellers

Technology in Business

Events PrintSocial

NetworkingResearch/Consulting

Business Information

Integrated Technology Marketing

Online Video/Immersive Mktg.

Media, Marketing and Information Services Solutions

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Growing Presence - India

• CPhI – exhibition – launched 2006, 2nd edition H2 2007

• PMEC – exhibition – launch H2 2007

• IFSEC – exhibition – launch H2 2007

• FI – exhibition – launch H2 2007

• Embedded Systems Conference – launch H2 2007

• CRN/Network Computing Magazines launched H1 2007

• Coming…BlackHat…InterOp…Voicecon…Web2.0 Expo…

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Marketing is evolving…

• Web 2.0 puts the Audience at the heart of marketing– Audience has CHOICE, INFLUENCE and CONTROL!

• Marketing 2.0– marketers need tailored messages, tailored content, multiple and structured

delivery mechanisms– taking an integrated approach is essential

• New technology enables new marketing techniques– new ways of engaging with an audience, e.g. games (How Machines Work)– new ‘immersive’ online environments (Second Life, BD Virtual Careers Fair)– engagement through online communities (MyGDC)

• Face to Face will thrive as complement to virtual

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