When computers rule the world
Future gazing with excitement & fear

www.navadagroup.com
Drawing the battle lines

www.navadagroup.com
Drawing the battle lines
War between Science & Art
Technology is not necessarily linear

The return of ‘narrative’ bodes w...
The Fractured Landscape

www.navadagroup.com
The Fractured Landscape
Living in fractured digital landscape.
Some brilliant technology some brilliant creative
Informati...
http://youtu.be/jsP0oDaYi9I

PayPal Video

www.navadagroup.com
New Boundaries

www.navadagroup.com
New Boundaries
Owners of the world’s information
Data is gold, data capture is the game
We can play but not on our terms.
...
Our role from 2014

www.navadagroup.com
Our role from 2014
We are now ‘hybrid’ (creative & technical and commercial)
There is an understanding that consumers are ...
Science & Art Parity
http://youtu.be/VH2rm9Rrgd8

www.navadagroup.com
www.navadagroup.com
Science & Art Parity

www.navadagroup.com
Science & Art Parity
Apple success? Cool science but arguably better art.
Have we reached the balance between creative & t...
Science & Art Parity
Content as king (again)
UGC
Interactive
Mobile
Reusable
Curated
Live
Multi-platform

www.navadagroup....
Science & Art Parity
Content as king (again)

www.navadagroup.com
Science & Art Parity
Content as king (again)

www.navadagroup.com
Science & Art Parity
Relevance
Boutique break-out platforms
Geo location apps
Real time relevance - SOLOMO

www.navadagrou...
www.navadagroup.com
www.navadagroup.com
Science & Art Parity
Personalisation

Social gives people a voice/platform
SOLOMO gives people a real time connection
Bran...
http://youtu.be/Q6w-ktXcVvY

www.navadagroup.com
http://youtu.be/Q6w-ktXcVvY

www.navadagroup.com
Science & Art Parity
Engagement
Two-way not dictatorial
Seamless creative/technology
Tribal, belonging, appreciated, brand...
www.navadagroup.com
www.navadagroup.com
Science & Art Parity
Emotional response

Hearts & Minds
More than ‘likes’
Call to action/power to act

Good for the soul

...
www.navadagroup.com
www.navadagroup.com
Science & Art Parity
Utility
Being useful
Clear Value.
Frictionless user-experiences
Integrated & seamless
Building comple...
www.navadagroup.com
www.navadagroup.com
Threats to parity

www.navadagroup.com
Threats to parity
Threats to parity
Too much ‘noise’
Mediocrity/standards
White label laziness
Data/Power

Poor narrative
...
www.navadagroup.com

www.navadagroup.com
Upcoming SlideShare
Loading in...5
×

Science & Art in Balance - Digital Marketing Futures

303

Published on

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

Published in: Marketing
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
303
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Science & Art in Balance - Digital Marketing Futures

  1. 1. When computers rule the world Future gazing with excitement & fear www.navadagroup.com
  2. 2. Drawing the battle lines www.navadagroup.com
  3. 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. 4. The Fractured Landscape www.navadagroup.com
  5. 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. 6. http://youtu.be/jsP0oDaYi9I PayPal Video www.navadagroup.com
  7. 7. New Boundaries www.navadagroup.com
  8. 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. 9. Our role from 2014 www.navadagroup.com
  10. 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. 11. Science & Art Parity http://youtu.be/VH2rm9Rrgd8 www.navadagroup.com
  12. 12. www.navadagroup.com
  13. 13. Science & Art Parity www.navadagroup.com
  14. 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. 15. Science & Art Parity Content as king (again) UGC Interactive Mobile Reusable Curated Live Multi-platform www.navadagroup.com
  16. 16. Science & Art Parity Content as king (again) www.navadagroup.com
  17. 17. Science & Art Parity Content as king (again) www.navadagroup.com
  18. 18. Science & Art Parity Relevance Boutique break-out platforms Geo location apps Real time relevance - SOLOMO www.navadagroup.com
  19. 19. www.navadagroup.com
  20. 20. www.navadagroup.com
  21. 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. 22. http://youtu.be/Q6w-ktXcVvY www.navadagroup.com
  23. 23. http://youtu.be/Q6w-ktXcVvY www.navadagroup.com
  24. 24. Science & Art Parity Engagement Two-way not dictatorial Seamless creative/technology Tribal, belonging, appreciated, brand community Loyalty www.navadagroup.com
  25. 25. www.navadagroup.com
  26. 26. www.navadagroup.com
  27. 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. 28. www.navadagroup.com
  29. 29. www.navadagroup.com
  30. 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. 31. www.navadagroup.com
  32. 32. www.navadagroup.com
  33. 33. Threats to parity www.navadagroup.com
  34. 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. 35. www.navadagroup.com www.navadagroup.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×