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Digital Trends for 2014 - DMF13

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"Every new technology starts by copying the old technology". Bart De Waele gives his personal opinion on the digital trends for 2014. …

"Every new technology starts by copying the old technology". Bart De Waele gives his personal opinion on the digital trends for 2014.

Every digital device gets a digital interface: UX design will become an even more important skill.

Be prepared to flip your value chain. Think Digital.

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  • 1. Digital Trends for 2014
  • 2. Digital Trends Digital Marketing First, #dmf13
  • 3. My personal opinion...
  • 4. Listen carefully.
  • 5. Listen carefully. Personal opinion.
  • 6. 1. Digital rules
  • 7. A quiet revolution.
  • 8. Massive shift from analog to digital ‣ communications ‣ media ‣ technology ‣ ...
  • 9. Massive shift from analog to digital ‣ communications (chat, mail, skype, blog, twitter) ‣ media (music, video, news) ‣ technology ‣ ...
  • 10. When you say ‘camera’...
  • 11. ... do you think ‘analog’ or ‘digital’ ?
  • 12. Buttons evolve from ‘physical’
  • 13. Buttons evolve from ‘physical’ to ‘digital’.
  • 14. Our cars will be next.
  • 15. Even the washing machines get touchscreens.
  • 16. Of course, you can push this too far... Smartphone controlled toilet.
  • 17. UX Design If everything becomes digital, and every device gets a digital interface: UX design will become an even more important skill.
  • 18. 2. The disappearance of the button
  • 19. “Every new technology starts by copying the old technology.”
  • 20. First tv-shows were theatre plays with a camera pointed at them.
  • 21. Until this.
  • 22. At first, we need the language of the old technology to understand the new technology. We create metaphors.
  • 23. - desktop - folders - files - trash - ...
  • 24. Until this.
  • 25. Why is the iPad ‘intuitive’?
  • 26. locus of attention locus of control
  • 27. ‘What we do’ and ‘what we see’ is in 2 different places. The metaphor of ‘mouse + pointer’ creates small brain friction. We need ‘brain CPU’ just to work with a desktop.
  • 28. locus of attention locus of control
  • 29. Tablets with touchscreens remove the metaphor. They remove the ‘brain friction’, and thus feel more intuitive.
  • 30. UX design is coming of age. It is finding its own language. It is removing the metaphors.
  • 31. Step 1: copy ‣ physical buttons -> digital buttons ‣ 3d-effects, bevels, drop shadows ‣ skeuomorphism
  • 32. Copy physical buttons to digital buttons.
  • 33. Step 2: the visual web ‣ metro style ‣ Pinterest ‣ ...
  • 34. Step 3: gestures Buttons are being replaced by gestures.
  • 35. Step 3: gestures
  • 36. Step 4: what’s next? Boldly going where no man has gone before?
  • 37. Moving into sciencefiction teritory now...
  • 38. “The action is the button.”
  • 39. Wii
  • 40. Light switch
  • 41. Bump
  • 42. Moves app
  • 43. Parrot headphones
  • 44. Google Glass
  • 45. Memoto
  • 46. Leapmotion
  • 47. Myo
  • 48. Muse headband
  • 49. “The action is the button” ‣ geofences ‣ Kinect ‣ GPS ‣ ...
  • 50. Moving away from the metaphor.
  • 51. 450 “horsepower”
  • 52. 3. We love hardware
  • 53. Countermovement ‣ everything becomes digital ‣ nostalgia for physical things
  • 54. We love hardware ‣ past: features are irrelevant, it’s about design ‣ now: design is not important, it’s about features
  • 55. 4. Sea of data
  • 56. Data deluge ‣ every channel is digital ‣ every action is digital ‣ everything is recorded
  • 57. Lapka, personal environment monitor
  • 58. Lenses with projection.
  • 59. Camera reads emotion.
  • 60. Data everywhere ‣ marketeers have ample data ‣ shift from ‘craft’ to ‘data-driven’ ‣ no more ‘gut feelings’
  • 61. 5. Data at hand
  • 62. Consumers will have all data ‣ from map to GPS ‣ will be the way of all data ‣ persons, prices, brands, reviews...
  • 63. Camera reads emotion.
  • 64. Impact on sales ‣ sales used to be: imbalance in information ‣ customers will be smarter than sales... ‣ what is the role of sales (and marketing)?
  • 65. 6. Peer 2 peer
  • 66. If customers are smarter... ‣ outsource marketing? ‣ outsource sales? ‣ outsource production? ‣ outsource customer service? ‣ outsource product development?
  • 67. Peer 2 Peer everything...
  • 68. 7. Real time marketing
  • 69. If customers have all data at hand... ‣ no more campaigning ‣ ‘real time’ marketing ‣ drip marketing
  • 70. Expect: more profound change.
  • 71. Not just a faster horse...
  • 72. Profound changes ‣ not just extra channels ‣ not just ‘better marketing’ ‣ profound societal changes
  • 73. Be prepared to flip your value chain. Think digital.
  • 74. Digital Quiz: http://quiz.wijs.be
  • 75. Questions?
  • 76. Wijs bvba Voorhavenlaan 31/3 9000 GENT 09 335 22 80 09 330 09 83 http://wijs.be info@wijs.be BE 0473.071.275