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Science & Art in Balance - Digital Marketing Futures
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Science & Art in Balance - Digital Marketing Futures


Digital Engagement comes from the balance between technology and creativity. The future of digital marketing is outlined by the Navada Group where strategy, content and digital applications merge to …

Digital Engagement comes from the balance between technology and creativity. The future of digital marketing is outlined by the Navada Group where strategy, content and digital applications merge to deliver brilliant user experiences driving community, commerce, content. @navadagroup

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  • 1. When computers rule the world Future gazing with excitement & fear www.navadagroup.com
  • 2. Drawing the battle lines www.navadagroup.com
  • 3. Drawing the battle lines War between Science & Art Technology is not necessarily linear The return of ‘narrative’ bodes well for all Let’s see where we came from, where we are and where we’re about to be www.navadagroup.com
  • 4. The Fractured Landscape www.navadagroup.com
  • 5. The Fractured Landscape Living in fractured digital landscape. Some brilliant technology some brilliant creative Information – transactions – experience We exist on desktop, laptop, mobile, tablet, TV and second screen… The world is ‘social’ But there are disconnects everywhere www.navadagroup.com
  • 6. http://youtu.be/jsP0oDaYi9I PayPal Video www.navadagroup.com
  • 7. New Boundaries www.navadagroup.com
  • 8. New Boundaries Owners of the world’s information Data is gold, data capture is the game We can play but not on our terms. We do have room to succeed Open source, Cloud, Bandwidth Collaborative thinking A realisation at most levels that change is necessary Headed into world of potential technical and creative parity www.navadagroup.com
  • 9. Our role from 2014 www.navadagroup.com
  • 10. Our role from 2014 We are now ‘hybrid’ (creative & technical and commercial) There is an understanding that consumers are in control Clever strategies/Content/Platforms Utility is winning the battle over ‘cool tools’ Mobile Apps are particularly special at this, in-hand value proposition. Is the dynamic shifting? www.navadagroup.com
  • 11. Science & Art Parity http://youtu.be/VH2rm9Rrgd8 www.navadagroup.com
  • 12. www.navadagroup.com
  • 13. Science & Art Parity www.navadagroup.com
  • 14. Science & Art Parity Apple success? Cool science but arguably better art. Have we reached the balance between creative & technology? The re-emergence of narrative powered by technology:      Content as king (again) Relevance Personalisation Engagement Utility www.navadagroup.com
  • 15. Science & Art Parity Content as king (again) UGC Interactive Mobile Reusable Curated Live Multi-platform www.navadagroup.com
  • 16. Science & Art Parity Content as king (again) www.navadagroup.com
  • 17. Science & Art Parity Content as king (again) www.navadagroup.com
  • 18. Science & Art Parity Relevance Boutique break-out platforms Geo location apps Real time relevance - SOLOMO www.navadagroup.com
  • 19. www.navadagroup.com
  • 20. www.navadagroup.com
  • 21. Science & Art Parity Personalisation Social gives people a voice/platform SOLOMO gives people a real time connection Brands engagement is shaped by people Self-publishing, self-motivated Clear beneficiaries www.navadagroup.com
  • 22. http://youtu.be/Q6w-ktXcVvY www.navadagroup.com
  • 23. http://youtu.be/Q6w-ktXcVvY www.navadagroup.com
  • 24. Science & Art Parity Engagement Two-way not dictatorial Seamless creative/technology Tribal, belonging, appreciated, brand community Loyalty www.navadagroup.com
  • 25. www.navadagroup.com
  • 26. www.navadagroup.com
  • 27. Science & Art Parity Emotional response Hearts & Minds More than ‘likes’ Call to action/power to act Good for the soul www.navadagroup.com
  • 28. www.navadagroup.com
  • 29. www.navadagroup.com
  • 30. Science & Art Parity Utility Being useful Clear Value. Frictionless user-experiences Integrated & seamless Building complexity, building usefulness, building brands of the future REMOVING THE TECHNOLOGY –REMOVING THE JARGON www.navadagroup.com
  • 31. www.navadagroup.com
  • 32. www.navadagroup.com
  • 33. Threats to parity www.navadagroup.com
  • 34. Threats to parity Threats to parity Too much ‘noise’ Mediocrity/standards White label laziness Data/Power Poor narrative Go tell your stories powered by technology www.navadagroup.com
  • 35. www.navadagroup.com www.navadagroup.com