This was a presentation Mike Zeederberg initially did for - Future of Digital Marketing (FODM) in Malaysia '13 all about why creativity in digital is becoming increasingly important.

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Why Creativity in Digital is
More Important Than Ever
Mike Zeederberg – Managing Director / Founder

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Today
• What is digital creativity
• Is digital creativity under threat
• What does the digital future hold
• The role of creativity for marketing in a digital future

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Creativity in digital - origins
We sold it as
• Cheaper
• More measurable
• Better ROI
• Direct Response
The rotating logo
The Flash pre-loader
“Under Construction”
1994: wired.com then known as HotWired, invents the web banner ad.

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The threat of the
science of digital
marketing
• Marketing automation
• Funnel optimisation
• Trigger events
• Multi-variant testing
• Econometric modeling
• An ROI for everything and every action

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Can the science work
without the magic?
© Ashleigh Brilliant
“The difference between Science and Magic is
that magicians usually know what they’re doing.”

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Digital Creativity

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Interruption Engagement
Making people
watch things
Making things
people watch
Making things
people use
A spectrum of creative options

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Making people
watch things
Making things
people watch
Making things
people use
The proposition for the audience
Tell me
Entertain &
inform me
Create value
in my life
Interruption/exposure Engagement/utility

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Making people
watch things
Making things
people watch
Making things
people use
The approach
Interruption/exposure Engagement/utility
• Humour
• Amazement
• Shock
• Tenderness
• Relatable
• Product attributes
• Product benefits
• Emotional connection
• Functional benefit
• Problem solving

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Making people
watch things
Making things
people watch
Making things
people use
The currency of measurement & the price to be paid
Interruption/exposure Engagement/utility
• Viral Distribution
• Reach
• Total exposures
• Cut-through
• Recall
• Resonance
• Awareness
• Sales
• Volume of usage
• Time with brand
• Repeat visitation
• Customer satisfaction
• Life Time Value
REACH ENGAGEMENTENTERTAINMENT
PAID OWNEDEARNED / OWNED

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Making people
watch things
Making things
people watch
Making things
people use
The complexity increases
Interruption/exposure Engagement/utility
Agencies, Communications creatives,
Film makers, Directors, Copy writers
Digital designers, UX architects,
Entrepreneurs, Product designers,
Content managers, Publishers,
Business architects
Range of skill-sets
required
Complexity
Campaign commitment

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Making people
watch things
Making things
people watch
Making things
people use
The challenges
Interruption/exposure Engagement/utility
• Structurally easy – business models
well established
• The framework is dying
• Fragmentation of audiences
• Fragmentation of devices
• Reduction in trust
• Blindness to marketing messages
• Short term
• Adoption of new business models into
traditional businesses – new ROI
models
• Competing with start-ups,
entrepreneurial passion
• Organisational Drag – “it’s just
marketing”
• Digital is not comms, it’s not IT, it’s
the business
• Product is Service is Marketing
• Long term

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Making people
watch things
Making things
people watch
Making things
people use
…but it’s worth it
Interruption/exposure Engagement/utility
Referral
Advocacy
Connections
Engagement
Life Time Value
Increase in

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“The future is already
here – it’s just not
evenly distributed.”
http://en.wikipedia.org/wiki/
File:William_Gibson_60th_birthday_portrait.jpg
-William Gibson

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The future of digital marketing
is all about data
Available at

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The future of the internet
is about engagement

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engagement
data
Digital Health
Data
Visualisation
Personalisation
It’sallaboutme
The Internet
of thingsQuantified Self
It’s my data
and I’m using it
Value creation
for the user
Utility
Involvement
Content

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Has Minority Report arrived?
personalisation

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Extending personalisation
personalisation

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Extending personalisation
personalisation

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Quantified Self –
my data, my way
quantified self

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Quantified Self –
my data, my way
quantified self

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The internet of things
internet of things

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The marketing internet of things
internet of things
The VIP Fridge Magnet

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Data visualisation
data visualisation

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Data visualisation
data visualisation
Evian - Melotweet

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engagement
data
Digital Health
Data
Visualisation
Personalisation
It’sallaboutme
The Internet
of thingsQuantified Self
It’s my data
and I’m using it
Value creation
for the user
Utility
Involvement
Content

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Value creation - content
content

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Value creation - utility
utility

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Value creation - involvement
involvement

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Value creation - involvement
involvement
Reverse Robberies Case Study

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engagement
data
Digital Health
Data
Visualisation
Personalisation
It’sallaboutme
The Internet
of thingsQuantified Self
It’s my data
and I’m using it
Value creation
for the user
Utility
Involvement
Content

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Interruption Engagement
Making people
watch things
Making things
people watch
Making things
people use
A spectrum of creative options

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The future of digital
is data

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The future of digital
creativity is about making
data sexy

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The future of digital
creativity is about making
data informative

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The future of digital
creativity is about making
data simple

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The future of digital
creativity is about making
data easy

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The future of digital
creativity is about making
data entertaining

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The future of digital
creativity is about making
data engaging

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Thank You
Mike Zeederberg
Managing Director / Founder
Mike.Zeederberg@zuni.com.au
@MikeZed

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Image credits
Image Source Wikipedia
http://en.wikipedia.org/wiki/File:William_Gibson_60th_birthday_portrait.jpg
Image Source DeviantArt
http://bubbachrissy.deviantart.com/art/Nyan-Cat-Wallpaper-1440x900-205336128
Image Source mimoco.com
http://www.mimoco.com/mimobots/popular-culture/star-trek/data-mimobot/product-details/
456.aspx