The Shift from a Disconnected to a Hyper-Connected World

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Technology has become an integral part of everyone's life now. Advertisers can reach out to consumers in totally different ways now. This is the time to start questioning the ways you've always been …

Technology has become an integral part of everyone's life now. Advertisers can reach out to consumers in totally different ways now. This is the time to start questioning the ways you've always been campaigning. And to start looking for alternative and better ways to communicate with consumers whose communication habits have fundamentally changed.

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  • 1. @AdNerds#FollowFridays Friday, November 20 The Shift from a Disconnected to a Hyper-Connected World. And how to Reach Consumers.
  • 2. The HYPER- CONNECTED World.
  • 3. Jan
  • 4. Jan
  • 5. Jan
  • 6. Jan
  • 7. Television Camera Laptop game mobile console remotes There’s no real life and digital life. It’s the same place. Picture by dpup on Flickr
  • 8. The next generation internet strategy has got nothing to do with the internet.
  • 9. Purely DISCONNECTED is a DEAD END.
  • 10. 20 magazines: RIP
  • 11. Disconnected is scrambling to get rid of the first syllable.
  • 12. “It’s time to hit theof paperand reconsider the importance switch and website. ” Pieter Broertjes, Editor in Chief, De Volkskrant
  • 13. The Basics.
  • 14. Paper
  • 15. Picture by lorenzodom on Flickr
  • 16. Pictures by billikidbrand on Flickr
  • 17. Pictures by billikidbrand on Flickr
  • 18. Pictures by billikidbrand on Flickr
  • 19. Pictures by billikidbrand on Flickr
  • 20. TV
  • 21. Some Weird Phenomena Picture by XTRAGAL3
  • 22. Picture by Peter DaSilva for NYT
  • 23. Whhhhy ?!?
  • 24. In a Hyper-Connected World, People grow Jumping Brains. Jumping Brain by Emilio Garcia
  • 25. In a Hyper-Connected World, Google makes sure Everything is Free. TomTom Google Maps Navigation Western Europe World 99,99 € 00,00 €
  • 26. • Frozen in time • Real Time • One-size-fits-all • Personalized • One-way • Interactive • Linear • Random • Limited Space • Unlimited Space • Static • Moving • Individual • Networks • Paying • Freebies
  • 27. Analog = Core
  • 28. $4.99 $2.99
  • 29. Digital = Core
  • 30. AdNerds My mum doesn’t have a smart phone
  • 31. Most obvious digital alternative for Newspapers & Magazines: the Kindle?
  • 32. 3.500 Books, Mags, Docs Built-in Dictionary Wireless Wikipedia Acces Basic Web Browser PUBLICITY Free 3G Downloads Audiobooks
  • 33. No Rich Graphic Quality Monochrome Text Greyscale Graphics No Animation PUBLICITY No Touch Screen Yet Another Device
  • 34. PUBLICITY
  • 35. Can one equip an analog newspaper with online possibilities? Frozen in time One-Size-Fits-All Limited Space One Way Linear Static Individual Paying
  • 36. Can one equip an analog newspaper with online possibilities? Real Time One-Size-Fits-All Unlimited Space Interactive Linear Moving Network Paying
  • 37. Can one equip an analog newspaper with online possibilities? Real Time One-Size-Fits-All Unlimited Space Interactive Linear Moving Network Paying
  • 38. MOBILE ERY WITH EV RACT, CONT SCAN NOW 1 YEAR N E A FR EE PHO E R CHOIC S OF YOU G THE D IN CLUDIN APP MOBILE
  • 39. SCAN NOW
  • 40. Welcome Bart Full Article Comments (7) Media (8) Updates (1) Sources Used Share it 13 messages 8 friends
  • 41. Updates Updates 13.18u Open VLD excuseert Guy Verhofstadt, oud-premier en oud-voorzitter van de Open VLD excuseerde zich zonet openlijk voor de verzamelde pers. related tweet by eveke: Back 13 messages 8 friends
  • 42. Updates zonet openlijk voor de verzamelde pers. related tweet by eveke: Haha, grappig, de Guy heeft zich zonet al verontschuldigd, in ‘t openbaar! ha! #openvld #deguykanhetniaan #fail 2 comments (0 friends) Back Reply 13 messages 8 friends
  • 43. Comments Media picture (11) | video (2) Back 13 messages 8 friends
  • 44. Comments Comments friends (3) | all (7) Ik snap niks meer van die politiek van vandaag. Kunnen die nu niet gewoon samenwerken? Grappig, ik schrijf hier ne comment in nen onbestaanden app, gewoon for the sake of demonstration! Als ge echt iets van politiek snapt, dan zou ge dit niet misbruiken “for the sake of demonstration”, Wouter ;-) Back Add Comment 13 messages 8 friends
  • 45. Comments Comments friends (3) | all (7) If I choose to leave a reply, the reply is automatically posted on my Facebook Wall, driving my friends to the article on the regular destandaard.be Back Save 13 messages 8 friends
  • 46. Finally a measurable KPI for Newspapers: the Click Through Rate.
  • 47. Win a trip to Egypt. Scan and participate immediately!
  • 48. Contest Thomas Cook friends (3) | all (7) Win a trip to Egypt How many people will participate in this contest? OK More about the trip Thomas Cook Promotions Share it with your friends Back Win a trip to Egypt. 13 messages 8 friends Scan and participate immediately!
  • 49. But we are still stuck with a one-size-fits-all solution. MOBILE SCAN NOW
  • 50. But we are still stuck with a one-size-fits-all solution. R GET YOU ER & R, PAP PRINTE LY, FREE P INK SUP NLIMITED &U PHONE CCESS FOR MOBILE A ONLINE ONLY 9 ,95€/m SCAN NOW
  • 51. Bart Muskala - Friday Nov 20, 13.12u Update profile Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Culture Sports Theatre - Ghent - Movies Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff
  • 52. Real Time Bart Muskala - Friday Nov 20, 13.12u Update profile Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Culture Sports Theatre - Ghent - Movies Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff
  • 53. Real Time Bart Muskala - Friday Nov 20, 13.12u Update profile Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff
  • 54. Real Time Bart Muskala - Friday Nov 20, 13.12u Update profile Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Interactive Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff
  • 55. Real Time Bart Muskala - Friday Nov 20, 13.12u Update profile Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Interactive Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff Paying
  • 56. Real Time Bart Muskala - Friday Nov 20, 13.12u Update profile Politics Belgium - Open VLD - Flanders - US Unlimited Space Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Interactive Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff Paying
  • 57. Real Time Bart Muskala - Friday Nov 20, 13.12u Update profile Politics Belgium - Open VLD - Flanders - US Unlimited Space Scan for pics & video and Moving 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Interactive Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff Paying
  • 58. Real Time Bart Muskala - Friday Nov 20, 13.12u Update profile Politics Belgium - Open VLD - Flanders - US Unlimited Space Scan for pics & video and Moving 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Interactive Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff Network Paying
  • 59. Bart Muskala - Friday Nov 20, 13.12u Update profile Welcome Bart Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Culture Sports Theatre - Ghent - Movies Football # AA Ghent - Tennis # Clijsters Full Article Comments (7) Media (8) Updates (1) Sources Used Share it Scan for video and 14 comments Scan for video and 83 comments(3 by friends) 13 messages 8 friends Related stuff Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff
  • 60. The Irony.
  • 61. Absolutely Hyper-Connected.
  • 62. The vast majority of popular teen stores really focus on selling a “look”, a specific image. Customers either buy into the image, or they don’t.
  • 63. Personal expression is always a part of the equation, our goal was to enable that in a way that also drove business for the department.
  • 64. facebook store loyalty platform
  • 65. A Couple of things to CHEW on.
  • 66. Get your SEO in proper shape. People no longer pay for NEWS and CONTENT, rendering your expensive offline ads ineffective. DIGITAL must be CO to your communica RE tion strategy. Yes, OFFLINE can still be useful. For the moment, that is. Hyper-Connectivity is NOT about technology. It’s about PEOPLE.
  • 67. That’s it, for today. adnerds.be followfridays.be