"Atomization" - a new trend in online marketing and how to exploit it
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The document discusses the concept of 'atomisation' in the context of online user experiences, emphasizing that users engage with brands across various platforms beyond just their websites. It highlights the importance of understanding and mapping out these interactions and suggests methods to engage with a network effectively. The author also mentions the evolution of online tools, widgets, and APIs, which facilitate this atomisation and shift control to the customer.
![How to map your network? Free stuff: Google “related:[www.yourdomain.com]” Touchgraph ( http://www.touchgraph.com/ ) Alerts (e.g. Google) – who is talking about you? Backlinks to your site + competitors’ sites Refferring sites (from your web stats) Feed aggregators (e.g. Feedraider) Ask people (especially your users) Tools / Services: Onalytica, Atlas Sitefinder, SEO Elite, various SEM / PR agencies (Spannerworks etc.)](https://image.slidesharecdn.com/atomisation-a-new-trend-in-online-marketing-and-how-to-exploit-it-1200679111849462-4/85/Atomization-a-new-trend-in-online-marketing-and-how-to-exploit-it-31-320.jpg)
"Atomization" - a new trend in online marketing and how to exploit it
- 1. “ Atomisation” - what is it, and what are you going to do about it? Ashley Friedlein CEO E-consultancy.com
- 2. Atomisation
- 3. Jakob's Law of the Web User Experience “Users spend most of their time on other sites”
- 4. There are many, many more interactions with your brand online that AREN’T on your site, than ARE
- 5. For example… Your online advertising Press release distribution sites ‘ Media’ sites – ‘official’ coverage of you Affiliates (not always in your knowledge) (Shopping) Comparison Sites e.g. Kelkoo, Froogle Search Engines (whether users click or not) Trading platforms e.g. eBay (are people re-selling your stuff?) In E-mails Partner sites (trade affiliations, co-registration deals etc.) Directories Blogs/Communities – people talking about you Virtual Worlds – e.g. Second Life Twitter, YouTube etc. etc.
- 6. Is this good or bad? Should you encourage it or fight it? Is it going to happen more, or less?
- 8. The Atomisation of E-consultancy
- 9. iRobot
- 12. Reputation & Network Monitoring / Online PR Google News Blog Search Bloglines Technorati Topix digg reddit.com etc. etc.
- 15. And we’ve hardly started… Events e.g. Eventful.com, Upcoming.org Slides / Presentations e.g. Slideshare.net YouTube Channel Facebook Channel / Apps APIs (e.g. Supplier Directory), Widgets etc.
- 16. The Big Boys are at it (of course)
- 17. 3 types of widget have been made available:- 1. One showing item information for an auction listing 2. Another enabling a slideshow for multiple selected items 3. And another showing multiple thumbnails related to keyword search queries “ eBay has launched a Flash widget applet that allows sellers to embed their auctions on sites around the web.” eBay
- 21. Amazon
- 22. And some interesting applications of it…
- 23. www.nfp2.co.uk
- 26. OK… So what am I meant to do about it?
- 27. Map / understand your network Make yourself useful / available to your netwok 3. Engage with your network
- 28. Map / understand your network Make yourself useful / available to your netwok
- 29. A Website
- 31. How to map your network? Free stuff: Google “related:[www.yourdomain.com]” Touchgraph ( http://www.touchgraph.com/ ) Alerts (e.g. Google) – who is talking about you? Backlinks to your site + competitors’ sites Refferring sites (from your web stats) Feed aggregators (e.g. Feedraider) Ask people (especially your users) Tools / Services: Onalytica, Atlas Sitefinder, SEO Elite, various SEM / PR agencies (Spannerworks etc.)
- 32. Map / understand your network Make yourself useful / available to your netwok
- 33. Microformats – the atomisation of content
- 34. hCard hCalendar Adr / geo hResume hReview http://microformats.org/
- 38. Widgets and APIs – the atomisation of functionality
- 40. www.nfp2.co.uk
- 41. OpenID, Google Open Social etc. – the atomisation of identity
- 42. APML – the atomisation of behavioural data
- 44. You want my Amazon profile? My last.fm profile?
- 45. My financial services profile? My medical profile?
- 46. Browsers – evolving to make these ‘atoms’ configurable
- 47. From: Alex Faaborg (Firefox user experience developer)
- 48. From: Alex Faaborg (Firefox user experience developer) Netvibes
- 49. In Summary…
- 50. Buzz words I’m excited about… Microformats , chunks , widgets , APIs, Atomisation, configuration , distribution , syndication, “Federated Commerce”
- 51. “ The customer is in control” … yada yada…
- 52. Atomisation
- 53. Thank you / Q&A Ashley Friedlein CEO E-consultancy http://www.e-consultancy.com