Why Creativity in Digital is More Important Than Ever - Mike Zeederberg
 

Why Creativity in Digital is More Important Than Ever - Mike Zeederberg

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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.

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 Why Creativity in Digital is More Important Than Ever - Mike Zeederberg Presentation Transcript

  • Why Creativity in Digital is More Important Than Ever Mike Zeederberg – Managing Director / Founder © 2013 Zuni | All Rights Reserved | Confidential
  • 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 © 2013 Zuni | All Rights Reserved | Confidential
  • Creativity in digital - origins 1994: wired.com then known as HotWired, invents the web banner ad. The rotating logo The Flash pre-loader “Under Construction” © 2013 Zuni | All Rights Reserved | Confidential We sold it as • Cheaper • More measurable • Better ROI • Direct Response
  • The threat of the science of digital marketing • • • • • • © 2013 Zuni | All Rights Reserved | Confidential Marketing automation Funnel optimisation Trigger events Multi-variant testing Econometric modeling An ROI for everything and every action
  • Can the science work without the magic? “The difference between Science and Magic is that magicians usually know what they’re doing.” © Ashleigh Brilliant © 2013 Zuni | All Rights Reserved | Confidential
  • Digital Creativity © 2013 Zuni | All Rights Reserved | Confidential
  • A spectrum of creative options Interruption Making people watch things © 2011 Zuni | All Rights Reserved | Confidential Engagement Making things people watch Making things people use
  • The proposition for the audience Interruption / exposure Engagement / utility Making people watch things Making things people watch Tell me Entertain & inform me © 2011 Zuni | All Rights Reserved | Confidential Making things people use Create value in my life
  • The approach Interruption / exposure Engagement / utility Making people watch things • Product attributes • Product benefits • Emotional connection © 2011 Zuni | All Rights Reserved | Confidential Making things people watch • • • • • Humour Amazement Shock Tenderness Relatable Making things people use • Functional benefit • Problem solving
  • The currency of measurement & the price to be paid Interruption / exposure Making people watch things • • • • • Cut-through Recall Resonance Awareness Sales Engagement / utility Making things people watch • Viral Distribution • Reach • Total exposures Making things people use • • • • • Volume of usage Time with brand Repeat visitation Customer satisfaction Life Time Value REACH ENTERTAINMENT ENGAGEMENT PAID EARNED / OWNED OWNED © 2011 Zuni | All Rights Reserved | Confidential
  • The complexity increases Interruption / exposure Making people watch things Making things people watch Engagement / utility Making things people use Range of skill-sets required ! Complexity ! Campaign commitment Agencies, Communications creatives, Film makers, Directors, Copy writers © 2011 Zuni | All Rights Reserved | Confidential Digital designers, UX architects, Entrepreneurs, Product designers, Content managers, Publishers, Business architects
  • The challenges Interruption / exposure Making people watch things Making things people watch • 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 © 2011 Zuni | All Rights Reserved | Confidential Engagement / utility Making things people use • 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
  • …but it’s worth it Interruption / exposure Making people watch things Engagement / utility Making things people watch in se rea Inc © 2011 Zuni | All Rights Reserved | Confidential Making things people use Referral Advocacy Connections Engagement Life Time Value
  • © 2013 Zuni | All Rights Reserved | Confidential -William Gibson http://en.wikipedia.org/wiki/ File:William_Gibson_60th_birthday_portrait.jpg “The future is already here – it’s just not evenly distributed.”
  • © 2013 Zuni | All Rights Reserved | Confidential
  • The future of digital marketing is all about data Available at © 2011 Zuni | All Rights Reserved | Confidential
  • The future of the internet 
 is about engagement © 2011 Zuni | All Rights Reserved | Confidential 2013
  • Digital Health f el dS ifie ta ant my da ing it u s s e tm bou all a son It’s Per data a Dat ation lis alis a It’ ’m u I and ua Vis tion Q The In of t terne hin gs t Utility © 2011 Zuni | All Rights Reserved | Confidential em Value creation for the user Inv olv nt nte Co en t engagement
  • Has Minority Report arrived? personalisation © 2013 Zuni | All Rights Reserved | Confidential
  • Extending personalisation personalisation © 2013 Zuni | All Rights Reserved | Confidential
  • Extending personalisation personalisation © 2013 Zuni | All Rights Reserved | Confidential
  • Quantified Self – 
 my data, my way quantified self © 2013 Zuni | All Rights Reserved | Confidential
  • Quantified Self – my data, my way quantified self © 2013 Zuni | All Rights Reserved | Confidential
  • The internet of things internet of things © 2013 Zuni | All Rights Reserved | Confidential
  • The marketing internet of things The VIP Fridge Magnet internet of things © 2013 Zuni | All Rights Reserved | Confidential
  • Data visualisation data visualisation © 2013 Zuni | All Rights Reserved | Confidential
  • Data visualisation Evian - Melotweet data visualisation © 2013 Zuni | All Rights Reserved | Confidential
  • Digital Health f el dS ifie ta ant my da ing it u s s e tm bou all a son It’s Per data a Dat ation lis alis a It’ ’m u I and ua Vis tion Q The In of t terne hin gs t Utility © 2011 Zuni | All Rights Reserved | Confidential em Value creation for the user Inv olv nt nte Co en t engagement
  • Value creation - content content © 2013 Zuni | All Rights Reserved | Confidential
  • Value creation - utility utility © 2013 Zuni | All Rights Reserved | Confidential
  • Value creation - involvement involvement © 2013 Zuni | All Rights Reserved | Confidential
  • Value creation - involvement Reverse Robberies Case Study involvement © 2013 Zuni | All Rights Reserved | Confidential
  • Digital Health f el dS ifie ta ant my da ing it u s s e tm bou all a son It’s Per data a Dat ation lis alis a It’ ’m u I and ua Vis tion Q The In of t terne hin gs t Utility © 2011 Zuni | All Rights Reserved | Confidential em Value creation for the user Inv olv nt nte Co en t engagement
  • A spectrum of creative options Interruption Making people watch things © 2011 Zuni | All Rights Reserved | Confidential Engagement Making things people watch Making things people use
  • The future of digital is data © 2013 Zuni | All Rights Reserved | Confidential
  • The future of digital creativity is about making data sexy © 2013 Zuni | All Rights Reserved | Confidential
  • The future of digital creativity is about making data informative © 2013 Zuni | All Rights Reserved | Confidential
  • The future of digital creativity is about making data simple © 2013 Zuni | All Rights Reserved | Confidential
  • The future of digital creativity is about making data easy © 2013 Zuni | All Rights Reserved | Confidential
  • The future of digital creativity is about making data entertaining © 2013 Zuni | All Rights Reserved | Confidential
  • The future of digital creativity is about making data engaging © 2013 Zuni | All Rights Reserved | Confidential
  • Thank You ! Mike Zeederberg Managing Director / Founder Mike.Zeederberg@zuni.com.au @MikeZed © 2013 Zuni | All Rights Reserved | Confidential
  • 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 © 2013 Zuni | All Rights Reserved | Confidential