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Australia Day – A digital perspective

Australia Day LogoAustralia day is here for 2009, and a good chance to review the way digital has brought about change to the way we live.

Here are some key events from 10 years ago in 1999
– Mark Taylor was the 1999 Australian of the year
– Companies spent millions protecting themselves from the Y2K bug
– Google moved from their garage to their first office with a search market share of < %1
– George Bush criticised President Clinton on Kosovo saying “We need an exit strategy before going to war”

Dial-up connectivity was what we used for internet connectivity, making “doing internet” a task that was performed daily or weekly.

The latest ABS statistics, show that at June 20008 we had 7.23 million internet subscribers which according to Neilson figures reflect that 16.3 million Australians are online or about 80% of the population.

4.3 million Australians now use Facebook or 25% of the internet population.

Consuming media online 13.7 hours / week in March 2008 surpassed out weekly TV usage, at 13.3 hours according to Neilsen.

From modest beginnings, blog growth continues with an estimated 440,000 bloggers in Australia.

We are indeed well and truly living in the Digital age, with historical information and events now readily available for consumption, such as this historical coverage of Australia Day.

Whilst Australia has a diverse range of cultures, I think we are becoming more nationalistic. The Australia Day Facebook page, launched last year has an impressive 52K fans.

Embracing online content this year, the Australia Day organisation is running an Advance Australia Dare campaign – a consumer generated video contest inviting people to submit videos of themselves.

The digital age has certainly changed things, even radically changing the way governments interact with citizens. in Australia is one such example which has over 300K members. Not only do we celebrate Australia Day this week, but globally change is upon us with the inauguration of President Barack Obama.


There are lots of Australia Day events, which will generate there own digital memories.

I trust you enjoy your Australia Day,

Ian Farmer

2009 digital marketing predictions

Here’s a list of 10 Digital Marketing predictions for 2009.


1. Mobile apps
Goldman sachs estimates 210 million  iphone apps will be dowloaded by 2010. Much of this will be monetized by the emerging mobile ad market, e.g.

2. Video streaming from mobile
Soccer mums through to corporate presentations will be beamed from mobiles directly to the internet

3. Syndication and widgets
Content syndication will become more mainstream
Value will emerge in personalized aggregation services
Rss will start to include ads (most rss feeds are ad free at present), this will finally convince the major publishers (news sites) to publish full feeds rather than only the article teaser.  e.g. and

4. Location based services
Thanks to the GPS functionality on the Iphone and other smartphones, the use of location based services will rise turning the yellow pages directory listing businesses on their head.  e.g. and, but I expect facebook and myspace to integrate location based services in 2009.
Social recommendations will add value creating a mashup of recommendation & discovery services. e.g.

5. Social media matures
2009 will see social media mature as brands, organisations and politicians read about why Obama’s campaign was so successful.

6. Integrated campaign metrics
The holy grail of marketing .. will get one step closer as technology starts to allow a more integrated metrics reporting of campaign media.  This will accelerate the move to digital and digital agencies will start to play the lead role in marketing initiatives & strategy.

7. Personalised Knowledge Discovery
Recommendation engines and personalisation will start to produce some value as people learn about needs they didn’t know they had.
Attention spans will overflow forcing a change in information distribution.  E.g. Twitter will be used for what I call SPR or the “short press release”.

8. Attention Surplus Disorder will be coined as a condition that affects a growing number of people.  Media saturation will start to drive a market for a growing range of filtering services, many of them specialised on a niche topic.

9. Opinion fraud will become common place with companies paying for positive recommendations for their products and services.  Traditional media will continue to publish the worst of these stories, but even that will not be enough to discourage a growing number of companies into this activity.

10. Life Streaming will explode as devices simplify the ability to record experiences. Examples (recently acquired by AOL) and

All in all 2009 promises to be an exciting time for innovation and despite the economic climate, I believe that emerging tools will continue to prosper.

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New business model for news !

Recently, I’ve been doing a lot of thinking about the emergence of “Content Exchange networks”, as I predict significant changes in the value chain of content creation and distribution over the next few years.

Related to this is the changing impact to the news industry.

So it was with interest that I read Jeff Jarvis (of Buzzmachine)’s presentation that examines the changing business models for news publication and distribution in light of social collaboration.  Jeff is planning to give the presentation to CUNYGraduate School of Journalismm, and has put a draft up on Slideshare for comment.

New Business Models for News

View SlideShare presentation or Upload your own. (tags: journalism media)

I think Jeff is on track with his scenarios!